Location: Austin, Texas
Reach: National inbound travelers, and local Austin businesses and communities
Approach: Brand Identity, Public Relations, Campaign, Media Planning, Digital Development, Digital Marketing, Collateral
Categories: Travel & Tourism, Hospitality
ATXLoves that you’re going to hate to leave.
Austin is an independent city, where local businesses are revered, driving both the spirit and the personality of the city. The Austin City Council announced a call for proposals for a grant to develop an initiative to promote local Austin businesses to Austin visitors. lookthinkmake proposed ATXLoves, a website and campaign that aggregates locally-created lists of Austin local favorites from major publications and community leaders alike, and was awarded the grant, administered by Visit Austin.
With just thirty days to market, the campaign strategy, website, and media buys were all executed and finalized to ensure a successful fall launch, which is a peak tourism window in Austin. Encouraging visitors to dive into the local scene, welcomed by Austin residents from all parts of the city, ATXLoves brings together the local community and is a fun and engaging tool for visitors—and locals.
The campaign centered around a mobile-friendly tourism website, supported by an integrated media mix. The campaign included a targeted national digital advertising campaign and social media effort, complemented by local transit, out-of-home, in-airport digital displays, community outreach, and local event activations featuring branded ATXLoves swag.
The campaign included more than 800 local businesses, with many proudly displaying their ATXLoves Me window clings and using the campaign’s social media platforms to promote their services. The campaign has also garnered engagement with dozens of local community groups and Austin-based personalities, including local chambers of commerce and merchant organizations, professional athletes, award-winning musicians, editors and bloggers, and more. So when visitors visit ATXLoves, they know they’re getting the true Austin experience.
Sample Curated Lists
Curated List: Lean Lines for Brisket
Curated List: Listing
Neighborhood Business Listing
Local Business Profile
Partner Favorites List