HSMAI Marketing Review - Summer 2010 - 44

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Albuquerque Convention & Visitors Bureau> Life of a Brown Paper Bag Holiday Video
Client Team: Albuquerque Convention & Visitors Bureau>dale Lockett PrEsidEnT/CEO; Tania Armenta VP-MArKETinG, COMMUniCATiOns & TOUrisM; Maresa Thompson inTErACTiVE & dEsiGn MAnAGEr

ALBUQUERQUE CONVENTION & VISITORS BUREAU

BEsT OF sHOw

SITUATION: Every December, the Albuquerque

Convention and Visitors Bureau (ACVB) created and sent holiday cards to clients and industry partners. As a new twist to their e-cards, which utilized flash and standard HTML, the ACVB wanted to incorporate a video with a holiday message. The goal was to make the video content compelling and engaging enough to capitalize on the trend of viral videos to increase exposure to Albuquerque. day-themed video that showcased Albuquerque as a destination to visit, along with a message from ACVB staff to visitors, meeting planners, media, travel trade, national industry and local partners. The video was produced with the intent that it would intrigue audiences to open, watch and forward it to others (viral marketing).

Another objective of the web video was for viewers to click on additional links for more information on Albuquerque’s holiday events, and then consider Albuquerque as a destination for the holidays.

OBJECTIVES: To create a fun and informative holi-

STRATEGY: The two-minute video conveys everything that happens in the life of a brown paper bag, including the beautiful example of a holiday luminaria in Albuquerque. The topic was selected to demonstrate the unique holiday tradition in New Mexico of lining rooftops and pathways with bags filled with sand and a candle called luminarias. The video begins with humor (talking about the many uses of a brown paper bag) and ends with a strong Albuquerque promotional message and holiday wishes from the ACVB staff to personalize the holiday greetings message. TACTICS: Research showed that the most successful videos are less than three minutes and have content that is entertaining and relevant. ACVB brainstormed and developed a script and storyboard with special consideration to keep the video short. Stock photography with a Southwestern flair was purchased, and new footage was shot, including a message from ACVB staff. The president/CEO did the narration, which added a personal touch as many industry partners recognized his

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The video conveys everything that happens in the life of a brown paper bag and ends with a strong Albuquerque promotional message and holiday wishes.
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