THE PROBLEM TO SOLVE

Las Vegas, New Mexico, needed a clear identity and message that would encourage travelers to visit and bring the community together with a common purpose.

THE STRATEGY DISCOVER AND PROMOTETHE LARGE AND SMALL THINGSTHAT MAKE THE TOWN UNIQUE

CREATIVE AND STRATEGIC EXECUTION

The Creative Message: "So Damn Authentic, We Can Prove It" is a reflection of the spirit and drive of a long tradition of attitude and grit that permeate the town. A new, mobile-enhanced website (DamnAuthentic.com) focused on each of the "proof" points and was supported throughout the campaign with electronic and traditional advertising, a strong social media plan and a concerted effort to involve local businesses.

RESULTS Media coverage and community participationresulted in city-wide support for continuing the campaign into 2018.