After running a successful “Southern Accent” campaign for more than 6 years, Little Rock was ready to evolve and elevate the destination’s brand positioning. Research led us to revive a prior community-pride campaign titled “Big On Little Rock.” The fun and catchy line better reflected the destination’s offerings and appeal while emotionally connecting with leisure and business visitors – all while helping inspire Little Rock residents to become brand ambassadors. One of our key “Big on Little Rock” efforts was reaching black consumers in HBCU cities, inspiring them to visit the history and culture rich city. The focused campaign won industry awards and continues to evolve with national influencers and other initiatives.