Denver and Colorado Springs, Colo., Sept. 17, 2019 — Today marks the launch of TOURISM Santa Fe’s new advertising campaign by Vladimir Jones (VJ). Audiences will see The City Different from the vantage point of social influencers on their first-time experiences there.
As AOR, VJ set the creative approach, managed production and executed a revamped media strategy for Santa Fe, which was recently recognized in the number two position on the “Top 15 Cities in the United States” list in the 2019 Travel + Leisure World’s Best Awards. The city was also included in the publication’s “Top 15 Cities in the World” list.
“As these honors convey, Santa Fe is a unique place, and we offer visitors a unique experience. VJ captured that beautifully in this new campaign,” said Randy Randall, executive director of TOURISM Santa Fe, the city’s convention and visitors bureau. “With the launch of the Uncover Your Different campaign, we are elevating all of our consumer touchpoints.”
Uncover Your Different channels the perspectives of influential photographers and creative professionals Jules Davies @julesville_, Elliot Ross @elliotstudio, and Jay Carroll @onetrippass. Davies and Carroll also served as talent in the campaign as they discovered Santa Fe and the surrounding area.
“Seeing the campaign in-market is like seeing a part of ourselves inside out,” said Meredith Vaughan, VJ CEO. “We’re passionate about Santa Fe. We believe this work has the power to provide a new perspective on The City Different to current and future visitors.”
The work will come to life through print, connected TV, and organic and paid social media nationwide, on an approximate 2020 budget of $1.5 million. TOURISM Santa Fe appointed VJ as advertising and marketing AOR in May 2019.
In recent years, Santa Fe has attracted an average of 2 million overnight visitors annually. Tourism is important to New Mexico overall, generating more than $6 billion in economic impact every year and employing thousands of people across the state.
Uncover Your Different: Credits
AOR: Vladimir Jones
Executive Creative Director: Jim Morrissey
Associate Creative Director: Nathan Downey
Senior Copywriter: Annie Rehage
Art Director: Maranda Ryser
Producer: Jessi Dana, Kasey Ferlic
Production Company: A Collective Us / RW2
Director/DP: Kate Rolston, Adam Bove
Post-Production: Brandon Schrichten
Photographers: Elliot Ross, Jules Davies, Jay Carroll
Original Music: Squeak E. Clean
Sound: Coupe Studios
Vladimir Jones is Colorado’s original independent, integrated advertising agency, with offices in Denver and Colorado Springs. We believe in brilliant brands and love making the world love them as much as we do.