Situation
Laredo, Texas is a growing destination rich in culture with a desire to attract more leisure visitors, and influence meeting planners while showcasing an incredible portfolio sports facilities. However, there was a need to change the misconception of the city given its proximity to the Mexican border. There was misleading and negative publicity that resulted in poor perception of the destination for visitors. The agency established a new brand platform for the destination to more accurately portray the unique features of this special destination. The meet the need of an increased demand and interest in cultural tourism, the reality that the city offers a safe, small-town experience, and the truly authentic Mex-Tex culture Laredo offers, our north star was established -- Laredo is the friendly, welcoming heart of two nations.
Key Initiatives
The agency creative teams captured the essence of the new platform with an engaging and fresh new look, a fun and provocative tone-of-voice and timely messaging. The campaign came to life with a cross-channel media campaign focusing on key points of interest for potential visitors by segment. Executions included digital, video, paid social media, print and out-of-home. In addition, the agency and client teams focused on optimizing the data base to take full advantage of the efficiency of email with targeted messaging and a revamped digital newsletter. The PR team added to the integrated approach with an aggressive news bureau activity securing critical coverage across all of the key leisure origin markets and trade media outlets.
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Print
Outdoor
Digital
Video
Print
Outdoor
Digital
Outcome
The results for Laredo have been dramatic highlighted by an increase in total hotel room revenue in the destination by more than 38% year over year, with an equally dramatic jump in RevPar. Campaign performance included a 50% increase in website views and a 65 increase in new, unique visitors to the website. Public relations generated more than 470 million earned media impressions. And the creative campaign was recognized with a prestigious Adrian Award by the HSMAI.
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