Challenge 

After almost six years of negative publicity, The Laredo Convention and Visitors Bureau in Laredo Texas (the number one in-land port in the country) called on us to develop a strategic comprehensive, wide-reaching and multi-faceted effort to position this South Texas gem as an inviting, culturally rich destination offering the best of the U.S. and Mexico.

As Agency of record, our scope of work included: research and analysis, positioning statement, marketing and communications plan and launch, national public relations plan and launch, on-going advertising campaign and media plan.

Strategy

Our team identified the needs and challenges of the city’s tourism efforts. We developed a plan to rebuild Laredo’s image, reposition Laredo as a safe and appealing destination, generate positive regional and national media coverage, and assist in increasing leisure and group visits to the area.

We created a fresh new concept using the new tagline “Rediscover our Flavor”. This colorful tagline encompassed the many flavors that Laredo has to offer – its rich and authentic cuisine, culture, and deep-rooted history.

The campaign utilized the many vibrant colors seen throughout the community and emphasized the experiences a visitor can take advantage of while in Laredo. The city’s history and tradition are also made apparent in the campaign with transparent iconic images of Laredo.

An emphasis was made to not make the campaign look Mexican nor Texan but rather a unique fusion of both elements that make up Laredo which would relate to the experience being sought after by the domestic visitor.

With a relatively tight budget, we focused on targeting women in selective target markets as part of our marketing and publicity efforts. This campaign promoted the exclusive Avenida San Bernardo Shopping District, the Downtown Shopping Experience, as well as the many unique hospitality and restaurant options that offer an extraordinary experience not found in any other market. Targeting women allowed us to further pitch unique story ideas related to women and maximize the effectiveness of the Leisure Visitor Campaign.

The use of regional tourism publications such as Austin Monthly and San Antonio Woman were utilized as part of a regional and state-wide media plan which also included Texas Monthly magazine.