If you’ve ever been to Santa Fe, you know it’s a city unlike any other in the US. (And if you haven’t, you really should go). So when they came to us in search of a new campaign to showcase all the ways in which they were different from other popular destinations, we knew we had one hell of an opportunity. (Plus, we were all really really excited to go to Santa Fe.)
Uncover Your Different
We came up with the campaign, Uncover Your Different—a nice nod to their “The City Different” nickname and a call to action that was as mysterious as it was inviting. It centered around the insight that when you visit Santa Fe, you’ll not only uncover something different about the city, but also something about yourself that you didn’t know before.
To bring it to life we showed real people exploring Santa Fe in real-time, capturing their wonder as they uncovered the city and a part of their own souls as well.
The campaign was a huge success. Within only a year of being in market, Santa Fe Tourism experienced a 14% increase in favorability, 12% increase in willingness to recommend and 27% increase in ad recall. All of these figures triple travel industry benchmarks.
Make Your Own Margarita Trail
In the beginning of 2020, when COVID-19 was disrupting our world (and our tourism industry), our Santa Fe clients wanted a way to keep their potential visitors engaged and pining for a trip to The City Different. So we took one of their most popular attractions‚ The Margarita Trail, and made it virtual. We worked closely with our clients to get in touch noteworthy bars and restaurants in the area, and they helped film bartenders bringing their famous margarita recipes to life. As with anything involving margaritas, it was pretty darn successful. We even got a feature in Forbes.
