Pandemic Pivot

stack of rugs

In a Season of Uncertainty

How we helped Santa Fe stay connected.

Drawing the road map
back to normal.

So much about tourism and tourism marketing has changed since March. And yet, people still want to escape from their normal routines. They still want to imagine themselves somewhere else. They still want to make standout memories. And destinations, on the other side of the travel equation, still want to appear on the list of places that people are dreaming of visiting. Or, as is the case with Santa Fe, New Mexico, maintain their ranking on those lists.

Indeed, TOURISM Santa Fe entered 2020 on a high. Alongside a 2019 Uncover Your Different brand refresh, we also made critical adjustments to the media plan and digital strategies. The results were significant. TOURISM Santa Fe saw web traffic increase 9% YoY and visitor guide requests grow 32% YoY from target markets. And even with a 7% reduction in paid search budget, engagement grew 182%.

Early in March, we began brainstorming new ways for people who know and love Santa Fe to engage with The City Different while we were all doing our part to #FlattenTheCurve. Notably, we kicked off with Make Your Own Margarita Trail. And in the fall, we supported the first virtual Santa Fe Wine & Chile Fiesta. These natural, brand-true adjustments are enabling Santa Fe to stay present in travelers’ minds and provide some practical levity during a difficult time. They’re also part of an intentionally phased, tourism marketing campaign that’s designed to return Santa Fe to business more like usual when the time is right.


Maintaining awareness and creating connection.

How Culture Reacted


People viewed the Make Your Own Margarita Trail videos
and recipes

1 %

YoY growth in Q2 Instagram followers

1 %

YoY growth in Q2 unique visitors