Albuquerque CVB’s Brand New Brand

Listen to our featured Ask Those Branding Guys™ radio show podcast: Albuquerque’s New Brand for the Convention and Visitors Bureau

Hello, I’m Jim Glover, That Branding Guy, for Once a Day Marketing™. On our radio show Ask Those Branding Guys™, we discussed branding and marketing for the City of Albuquerque Convention and Visitors Bureau.

Joining us on the show was Tania Armenta, Chief Operating and Marketing Officer of the Albuquerque Convention and Visitor Bureau. The Albuquerque CVB has recently rolled out a bold new brand positioning “Change Your Perspective” replacing the prior campaign that had run for the past 12 years.

Tania shared that nationwide research was conducted and revealed that travelers desire to see different things and see things differently. This aligns well with ABQs truisms, topography, geography as well as the food, art and culture of the City. Those Branding Guys noted that Albuquerque identified the assets that they have and focused on those attributes when designing the new branding campaign. This is the process that every business should follow.

Research confirmed that the target market of (prudent) boomers is still a strong segment for Albuquerque. An emerging market has also been identified called intrepid travelers; this market is skewed more toward younger males seeking a slightly different travel experience including outdoor recreation, microbreweries and diverse culinary environment.

To reach these target consumers the CVB marketing plan continues the use of traditional media and employs nontraditional marketing tactics such as YouTube video in line with the feel of Change Your Perspective. Advertising is focused in neighboring states, the Pacific Northwest and New York area.

The CVB is working with partners to deliver on the brand promise and ensure that visitors have a positive experience when they chose Albuquerque as their travel destination.

Enjoy the podcast.

Once a Day Marketing™ positions brands to become #1 in the minds of target customers. Visit our website at www.onceadaymarketing.com. Contact James Glover at (505) 501-1330 or email glover@onceadaymarketing.com. Listen to Ask Those Branding Guys™ every Monday at 11:00am (MT) streaming live on SantaFe.com KVSF 101.5 FM.

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Filed in: 7Ps of Marketing • Positioning (Bonus) • Promotion • Strategy • Tactics
Tagged with: 7Ps of Marketing • Albuquerque CVB • Change Your Perspective • James Glover • once a day marketing • Tania Armenta • that branding guy