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Visiting Santa Fe

2014 September, WACB Best Ideas Awards

September 23, 2014, Western CVBs Take Top Honors Among Peers - Best Idea Program Achievement Awards

Four convention and visitors bureaus received achievement awards in a recent competition with their colleagues from the West. Sponsored by the Western Association of Convention and Visitors Bureaus (WACVB), the annual Best Idea Program showcases innovative projects and creative marketing strategies as submitted by WACVB members.

This year’s Best Idea Program awards were presented during the 2014 WACVB Annual Conference, September 17-19, in Albuquerque, New Mexico.
Following receipt of the entry forms, a Board-appointed Task Force reviewed the submissions and selected several ideas for presentation. Representatives presented their best ideas during the conference.

WACVB congratulates the following member bureaus for receiving outstanding achievement awards for their organizations in the 2014 WACVB Best Idea Program.
  • Albuquerque (NM) Convention & Visitors Bureau
  • Project Title: Larger-Than-Life Albuquerque Picture Frame
  • The Albuquerque CVB (ACVB) had been discussing utilizing a large frame concept for more than two years before discovering a company that could make its vision come to life. Albuquerque’s sunsets and Sandia Mountain vistas serve as stunning backdrops for photography, and the ACVB wanted to capture those natural elements while promoting its brand. Specifically, the Bureau wanted something to use at the Albuquerque International Balloon Fiesta® (the world’s largest hot air balloon festival) to generate more foot traffic to the Visitor Information Center (van) and social buzz around the world’s most photographed event. We knew a large frame could provide us with lasting ROI. We made the frame happen in time for the 2013 Balloon Fiesta®. The Bureau found the frame to be successful, and the team looks forward to expanding its PictureABQ campaigns. ACVB wanted to create a marketing piece that was built to last and that ACVB partners would be able to utilize at their special events. The Bureau will be charging organizations a rental fee to use the frame to cover delivery/upkeep costs and to help cover the cost of the frame itself.
  • TOURISM Santa Fe (NM)
  • Project Title: Green Chile Cheeseburger Smackdown
  • Highlight Santa Fe’s agricultural roots and celebrate Santa Fe’s revered Green Chile via a high-profile
Green Chile Cheeseburger chef cook-off contest during the annual Green Chile Harvest Festival. Tourism
Santa Fe developed a high-profile, interactive user-driven contest to select the top local Santa Fe chefs to compete in a Green Chile Cheeseburger cook-off, which attracted in-state travelers and “stay-cationers” through targeted advertising in local drive markets (Albuquerque and Northern New Mexico). The program offered compelling reasons for visitors to extend their stay. The program’s messaging and media placements was integrated with the New Mexico Tourism Department’s “New Mexico True” campaign and enhanced and supported New Mexico Tourism Department’s established statewide Green Chile Cheeseburger Trail. The Green Chile Cheeseburger Smackdown was promoted at locations such as the Santa Fe Farmers’ Market Harvest Festival and Santa Fe Fiestas. The program generated more than
32,000 visits to the Smackdown landing page and more than 8,000 online impressions and more than 20,000 contest votes.
  • Santa Monica (CA) Convention & Visitors Bureau
  • Project Title: Eco-Friendly Santa Monica Shuttle Service
  • The Santa Monica CVB collaborated with Santa Monica Free Ride, an environmentally friendly shuttle service that uses GEM electric vehicles, on the launch of a unique Santa Monica Shuttle in May 2014. The free hotel-sponsored service transports riders (visitors and local residents) to key neighborhoods, including Downtown Santa Monica, the Santa Monica Pier, Main Street and Montana Avenue. The shuttle consists of three electric vehicles wrapped in Santa Monica destination branding that are regularly available at Shutters on the Beach Hotel, DoubleTree Santa Monica Suites and Loews Santa Monica Beach Hotel. The service runs seven days a week from 11:30 a.m. until at least 8:00 p.m., later on weekends and for special events. The Santa Monica Shuttle helps enhance Santa Monica CVB’s car-free messaging. With 80% of Santa Monica hotel visitors never using a car while they are here, the shuttle offers an environmentally friendly way to explore the destination’s unique neighborhoods while also offering “on the go” destination information at their fingertips, including official visitor guides and maps and in-shuttle tablets for web browsing and social sharing. SMCVB hopes to expand the program with additional hotel properties sponsoring in the next year.
  • Visit Tucson (AZ)
  • Project Title: “Like A Cowboy”: Country Music Video Product Placement and Activation
  • The quandary facing every travel brand is how to get beyond the noise and resonate with target audiences. Visit Tucson tested a new channel of advertising – product placement in a music video – with the goal of attracting a new base of “loyal” customers – fans of country music. Music can move people to change purchase decisions, brand loyalties and add immortality to brands involved with music. Visit Tucson contracted with chart-topping country music artist Randy Houser, who has had three consecutive #1 hits from his current album “How Country Feels,” to place Tucson signage in “Like A Cowboy,” an 1870s western-themed music video that was filmed in Tucson in late April, to give the rich ballad a sense of place and allow Tucson to become intrinsic to the plot. The cinematography of this epic music video, released in late June in both a long and short format (7 and 4 minutes respectively), illustrates beautifully why the Tucson region has been such a popular location for dozens of western movies starring A-List actors since the 1940s. Visit Tucson’s goals and objectives for this project were to increase awareness for Tucson; garner 30 million cable television and 10 million online impressions through video views in first year; amplify its investment by activating a viral “Kick off Your Boots” sweepstakes promotional campaign across social platforms utilizing Randy Houser’s likeness to draw country fans to enter to win a Tucson getaway. Visit Tucson successfully targeted Randy Houser’s fans requesting to watch or listen to “Like A Cowboy” on YouTube with a branded, aspirational :30 pre-roll video ad. Lastly, in an effort to create stronger
brand association, Visit Tucson continues to strengthen its relationship with the artist to more genuinely cross-promote brands as the song and video move up the charts.

Teresa Stephenson
Tel: (916) 443-9012

Cynthia Delgado
Tel: (505) 955-6212

Carlyn Topkin/Terence Gallagher
Lou Hammond & Associates
Tel: (212) 891-0214; (212) 891-0211

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