Listen to our featured Ask Those Branding Guys™ radio show podcast: Albuquerque's
New Brand for the Convention and Visitors Bureau
Hello, I’m Jim Glover, That Branding Guy, for Once
a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding
and marketing for the City of Albuquerque Convention and Visitors Bureau.
Joining us
on the show was Tania Armenta, Chief Operating and Marketing Officer of the
Albuquerque Convention and Visitor Bureau.
The Albuquerque CVB has recently rolled out a bold new brand positioning
“Change Your Perspective” replacing the prior campaign that had run for the
past 12 years.
Tania shared
that nationwide research was conducted and revealed that travelers desire to
see different things and see things differently. This aligns well with ABQs truisms, topography,
geography as well as the food, art and culture of the City. Those Branding Guys noted that Albuquerque
identified the assets that they have and focused on those attributes when
designing the new branding campaign.
This is the process that every business should follow.
Research
confirmed that the target market of (prudent) boomers is still a strong segment
for Albuquerque. An emerging market has also
been identified called intrepid travelers; this market is skewed more toward
younger males seeking a slightly different travel experience including outdoor
recreation, microbreweries and diverse culinary environment.
To reach
these target consumers the CVB marketing plan continues the use of traditional
media and employs nontraditional marketing tactics such as YouTube video in
line with the feel of Change Your Perspective.
Advertising is focused in neighboring states, the Pacific Northwest and
New York area.
The CVB is
working with partners to deliver on the brand promise and ensure that visitors
have a positive experience when they chose Albuquerque as their travel destination.
Enjoy the
podcast.
Once a Day Marketing™ positions brands to become #1 in the minds of target
customers. Visit our website at www.onceadaymarketing.com. Contact James
Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday
at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.
© 2015 Once a Day Marketing™. All rights reserved.
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