Case Study: Santa Fe Convention & Visitors Bureau
Santa Fe Convention & Visitors Bureau
July 2002 – August 2005
Estimated Budget: $950,000
Challenge
The second oldest capital city in the United States had charmed visitors for centuries.
However, for years the city had been promoting a one-dimensional experience to prospective tourists and meeting planners. Visitor counts and occupancy tax revenues were down, the Sweeney Convention center had significantly lower bookings and occupancy levels had been on a four-year slide. Santa Fe wanted to reverse this trend and called my agency to help.
Solution
My approach led to a revelation. By uncovering the essence of the Santa Fe brand and its unique connection with the customer, I had the “City Different” reposition itself and allow 
travelers to get “Away. To Santa Fe.” on their own terms. We implemented this strategy in print, broadcast, sales support and online advertising. All messages were segmented to resonate with how you get away to Santa Fe, and made the city a transcendent escape for meeting planners and leisure travelers alike.
Result
While many first-tier cities were experiencing significant declines during the most challenging travel market in years, Santa Fe realized a 4-percent increase in occupancy after adopting my strategy. In addition, traditional inquiries grew by over 10 percent and unique visitors to santafe.org jumped by almost 75 percent. The campaign was also named by its peers as the best tourism campaign of 2003.
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