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Taos Return to Sacred Places

Challenge – in a down tourism economy, create excitement about Taos, NM. The ultimate goal was to increase both lodgers’ tax and gross receipts tax received by the Town of Taos.

Strategies/Tactics – To distinguish Taos from other mountain towns, many of which have much larger marketing budgets, create a compelling marketing message, we decided to use: “Escape the Modern Day. Rejuvenate in Taos. Return to Sacred Places.”

Specific tactics included:

  • Microsite – www.TaosSacredPlaces.com
  • Aggressive monthly, regional, national and international public relations
  • Electronic newsletters to interested opt-in travelers
  • Electronic newsletters to media in the drive circle
  • Sweepstakes
  • Social media
  • Paid advertising – online, print, broadcast

Evaluation/Results

  • The lodgers tax increase for 2010 was 10.9 percent
  • The NM Gross Receipts Tax increase for 2010 was 1.5 percent
  • The increase in average unique visitors to the website was 25 percent
  • The increase in walk-ins to the Taos Visitors Centers was 14.95 percent