Little Rock Convention & Visitors Bureau Case Study
Background
The Little Rock Convention and Visitors Bureau (LRCVB) has been a longtime partner of our agency, and we’ve watched as our combined efforts have grown Little Rock’s tourism industry and cultural offerings. Their slogan – Big on Little Rock – is one that challenges us to think outside the box, and asks us to generate BIG ideas, no matter how small the marketing campaign may be.
While “little” is in our city’s name, our history and culture are anything but.
The Challenge
The client tasked our team with developing a Black History Month campaign that represented Little Rock’s diverse community. The campaign, which would run throughout the entire month of February, couldn’t be generic in sharing the Black experience in Little Rock.
It had to have a BIG impact, inviting residents and travelers of all backgrounds to explore the city’s most popular spots and discover its hidden gems. Enter the Experience Little Rock in Color campaign.
The Strategy
Our Account Services, Content Studio and Creative teams began brainstorming and collaborating on just how we could pull this campaign off. We knew that we needed to keep the city’s authenticity at the forefront of our efforts. And what better way to do so than to tap into Little Rock’s creative, diverse cultural perspectives. The campaign focus was concepted and produced by Black creatives who call Little Rock home.
The Results
Throughout the month of February, the Experience Little Rock in Color campaign garnered…
6,100 Clicks
134,000+ Total Engagements
37 Earned Media Placements
19% YoY Increase in Tax Receipts at Women- and Minority-Owned Restaurants
2.3 Million
Impressions
47k
Video Views
Authenticity is paramount to any campaign’s success, and when you amplify cultural diversity and inclusivity, you’re embracing what makes a city truly authentic. Our work opened up the opportunity to continue working with the client on campaign installments for Asian, Hispanic and LGBTQIA+ communities.
That’s seeing the world in color.
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