We Believe.

Roswell, NM Case Study

Roswell Tourism invites visitors to see beyond the UFO headlines, showcasing a destination rich in Native heritage, windswept desert landscapes, cultural attractions, and the quirky spirit that makes the city one of a kind.

SERVICES

Brand IdentityBrand StrategyContent ProductionCreative Direction

The Opportunity

How do you take a destination known all over the galaxy for it’s eccentric and out-of-this-world history? You embrace it, enhance it and expand it across all 26 of this unique city’s departments and beyond. From immersion to identity, Roswell, New Mexico proved that it truly is out of this world.

The Strategy

Roswell’s fame and legacy lies in its history: It is the home of one of the most famous alleged UFO crashes in the United States, occurring more than seventy years ago in 1947.

While Roswell’s status quo is UFOs, they are equally rich in unidentified terrestrial objects, not just flying ones. You don’t have to scan the skies to be amazed; everywhere you look there are sights that are beyond belief. So we invited our audience to “Believe.” Not just in “the incident” from 1947, but the real-world wonders happening each and everyday. Visitors may come to Roswell hoping to see little green men, but they’ll leave having experienced the cultural collage of Native heritage, windswept desert splendor, and just plain quirky fun.

See it and believe it.

The Results

A creative campaign that not only solves the challenge of supporting the advertising for their tourism marketing but also serves as the foundational brand platform supporting the city's core business vertical (oil and gas), their municipal departments such as fire and police, their natural resources and landmarks and finally supports the community’s investment in local artists.

The campaign earned regional recognition including a Graphex Award from the ADC Tulsa.