Tucson Launches Marketing Campaign To Attract Hispanic And SpanishSpeaking Travelers
Visit Tucson has launched a new online marketing campaign designed to make Latino and Spanish-speaking travelers to the United States feel welcome in Tucson, Arizona, and to encourage them to experience the city's culture, heritage and multiculturalism.
Launched in March, the campaign includes a custom website, social media messaging, advertising and search marketing. There are also pictures and stories in Spanish that speak to Tucson's vibrant culture, heritage and traditions.
It's only been a few weeks since we launched our new dynamic marketing effort, and it's already been a huge success.
More than 1.2 million ad impressions and 13,771 clicks were generated in the first three weeks. Visits to the dedicated Vamos a Tucson website also increased by more than 500 percent.
Although Tucson has long had a rich Hispanic culture, the place has typically focused its multicultural marketing efforts on Mexico. The new campaign is the first time Vit Tucson has targeted Latinos and people of Latin American descent in the United States.
“The main goal of this campaign is to reach out to the Hispanic or Latino market in the United States and let them know that Tucson is ready to welcome them and support them with open arms in friendly language and culture. Marisol Vindiola, Visit Tucson's senior director of multicultural marketing, told TravelPulse.
Created with support from digital marketing agency Orange142, the campaign uses local stories and images, music and location to highlight Tucson's vibrant culture and heritage. In addition, the messaging system has been carefully and purposefully designed to showcase the diversity of the Tucson area.
All this serves to convey a very important message to the target audience.
"This Spanish-speaking market will be able to see itself here, open to speaking English, Spanish or Spanish," says Vindiola.
The goal of the campaign is not only to make you feel at home and welcome in your destination, but also to showcase all that Tucson has to offer to Hispanic and Spanish-speaking travelers. This includes events related to gastronomy, festivals and Latin American culture, Vindiola added.
"Tucson is a place where they can be proud of their heritage and be a part of something that makes them feel special," Vindiola explains. "The goal was to connect with the Latin American market and make them feel like they belonged, and going to this location was the right choice."
It all makes good business sense. The Hispanic market is the largest minority in the United States and travels more than non-Hispanics. Hispanic and Spanish-speaking travelers also spend more at the market, according to Visit Tucson.
"With the Spanish-language website Vamos a Tucson and the local tourism industry coming together to serve this group, Tucson is well positioned to increase its market share among Latinos." says Scott Schulte, Head of Strategy at Orange142.
The information campaign is currently scheduled for April 30. But that doesn't mean the end of the destination's efforts to attract Latinos and Latin Americans from the United States.
Work is underway on a summer campaign that will target the same target group in different markets. The long-term goal is to continue with the company targeting the Spanish-speaking market in the country.
"Visit Tucson will continue to develop and implement initiatives to make our destinations welcoming and inclusive for all of our visitors, regardless of language, culture or background," Vindiola said. "We will continue to work with our stakeholders and partners to create exciting and culturally meaningful events that make our city a multicultural destination for the Latin American market."
For the latest news, updates and special offers, subscribe to TravelPulse's daily newsletter here.
Comments
Post a Comment