Town of Los Alamos
Challenge– Los Alamos, NM a city created in the 1940s during WWII has relied on the Los Alamos National Laboratory for the majority of occupancy at lodging facilities. As the Lab has reduced contractor’s budgets, Los Alamos County is targeting outreach to tourists to maintain lodging occupancy.
Strategies/Tactics– Position Los Alamos County as, “Where Discoveries Are Made,” highlighting its lab roots but also all the things and places to discover in the area.
- Create a microsite promoting high altitude sports and training opportunities www.highaltitudesports.com
- Targeted print advertising
- Movie theatre advertising in Albuquerque
- Regional and national public relations outreach
- Promoting special events
Results– While most of the nation has experienced decreases in lodgers tax rates, Los Alamos County has seen a steady two percent increase each year.
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