Industry: Travel & Tourism
Agency Role: AOR

Cultural trends, travel patterns, spending habits. They’re all indicating that people are hungry for growth and expansion, even with economic pressures and uncertainty at home and abroad. Following a whole-system refresh, we’re presenting Santa Fe as the ultimate gateway to the next chapter. Different as it may be for every visitor, Santa Fe is the place to journey deeper into the things you love—and the things you don’t even yet know you love.

The campaign, Uncover Your Different, is performing exquisitely on all channels. The high desirability of the Santa Fe experience is also fueling a surge for New Mexico overall. The state broke all-time visitation and visitor spending records in 2021.

  • Full-service strategic and creative partnership
  • Creative and tactical pivots to meet the moment
  • Highly tailored, omnichannel media plan

Key Stats

average occupancy rate YTD
average daily rate YTD (139% above the $156 target)
increase in digital impressions YoY

Supporting the People Who Make the Santa Fe Experience

The Virtual Marketplace is off and running.

We listened closely to Santa Fe’s audiences and surveyed stakeholders about their situations, too. Santa Fe’s retail partners sorely needed “foot traffic” during pandemic travel restrictions. In close partnership with the client team, we delivered the Virtual Marketplace. For Santa Fe’s many clothiers, artisans, chile roasters and other merchants, the Virtual Marketplace relieved the burden of creating an e-commerce storefront and allowed them to serve and interact with customers again—all under the TOURISM Santa Fe tent. VJ supported the marketplace with a full stack of digital marketing tactics. Even now, a full 25% of the traffic to the site comes from FB/Instagram. Unique and first-time visitor numbers are still climbing, and there’s a contingent of consistently returning visitors, too.

Key Stats

subscribers YTD
subscriber growth since 2021
average email open rate

We are long-term partners invested in Santa Fe’s long-term success. Quick thinking led to connection and levity in our collective time of need.