Tourism- New Mexico State Tourism, The Butterfly Pavilion, Gallup New Mexico Tourism, New Mexico State Fair, Baltimore Orioles, Creamland Dairy, Museum of Natural History

The Butterfly Pavilion was a newly added attraction opening at our Biopark account. The charge was simple, awareness and traffic.

The State of New Mexico Tourism Account

Challenge- Tourists were coming to New Mexico, but only visiting Taos and Santa Fe. The outlying areas of the state needed tourism dollars as well.

The success of the campaign was that we encouraged tourists to drive the state and experience the incredibly unique sites we highlighted. Strategically, getting tourists to drive to these locations achieved tourism spending throughout the entire state.

Attractions included: Carlsbad caverns, The Very Large Array, the lightening fields, the lava flows, White Sands National Monument, the salt flats, tent rock and more.

Rural New Mexico tourism spending increased. In-state tourism spiked as well.

Gallup, New Mexico

Challenge- This primarily Native American town had some stigma to fight while driving tourism. The Indian population there was known for drinking too much and driving leading to a serious PR problem. In the exploration of what Gallup had to offer, their Native American art was nationally recognized and collected. Instead of showcasing the art itself, we decided to showcase the artisans, putting a new literal “face” on gallup, of a true Indian people with heritage, mystique, presence and place.

The work worked, the stigma shifted and Gallup began the process of experiencing a renaissance of popular opinion.

New Mexico, State Fair

Challenge- Attendance to a specific day of events was low and fair officials wanted to boost ticket sales. We decided to do old fashioned fair posters for one very strange but entertaining event where children wrestle and wrangle calves.

The posters that were strategically placed all over Albuquerque, kept getting taken, requiring several reprints.