CASE STUDIES
Big on Little Rock
THE GOAL
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.
- 360° Omnichannel Marketing
- Brand Identity
- Creative Campaign Development
- Paid Advertising Media
- Social Media
- Analytics & Insights
THE GOOD NEWS
The refreshed, reimagined “Big on Little Rock” brand launched in April 2020 with impressive fanfare, and community excitement continues to grow.
- + 12% Hotel Occupancy
- + 7% ADR
- Increased Tax Collection
- Increased Overall Per Visitor Spend
- 2023 Black Traveler Campaign: Increased YOY website traffic, visitation, visitor spend (St. Louis market)
- HSMAI Silver Adrian Award – Black Traveler Campaign
