Since 2013, Amarillo Convention and Visitor Council and Madden Media have worked closely together to build digital marketing strategies that address the needs and goals of Visit Amarillo. In 2016, in addition to a more general, leisure campaign, Dan Quandt wanted to work on another initiative. A group of young professionals had gotten Dan’s attention. This group of Amarillo Millennials loved their city, but felt that the unique attractions Amarillo had were not getting the attention they deserved from traveling Millennials. To accomplish Visit Amarillo’s goal Madden Media’s strategy would need to utilize channels that would best appeal to a Millennial audience.
Madden Media’s team did thorough research, using proactive, creative thinking to dig into places and trends that resonated with this target audience. We looked for young professionals in Amarillo with impact, specifically gathering information from a local indie band on the hidden gems of the city. Madden Media also observed Millennial travel behavior online, identifying themes of food, music, and fashion as triggers that influenced Millennials to travel. Through Amplified Storytelling, social media, display advertising, and YouTube, we accented the foodie, music scene, and shopping hot spots of Amarillo. Instead of working with a one-size-fits-all approach, it was crucial to the success of this campaign that creative for Millennials be distinguishable from the traditional leisure approach. 75% of Millennials use smartphones at least as often as a computer, so a mobile-first approach to the campaign was integral to its strategy. Everything from the writing style to the imagery and landing page design was created to promote engagement and social sharing.