Encouraging Families to Visit Baltimore
Client: Visit Baltimore
With its beautiful inner harbor, popular sports teams, and unique neighborhoods, Baltimore, MD is a tourist destination with something for everyone, including Hispanic families.
In 2011, Visit Baltimore called on TMN to develop a marketing campaign designed to encourage more Hispanics families from the Metropolitan Washington, DC area to visit the city.
To start, TMN conducted secondary research to learn more about this audience as well as their needs and preferences. The data discovered was used to develop campaign concepts that were tested during two focus groups.
Using the focus group findings, TMN developed a series of culturally-appropriate messages and materials that positioned Baltimore as a “must visit” location for Hispanics, including a campaign tagline and content for Visit Baltimore’s Spanish-language website.
In addition, TMN organized a multi-location photo shoot for the campaign that highlighted the city’s most popular landmarks and activities.
TMN also produced radio and print advertisements for the campaign and placed them in channels that were most likely to reach and resonate with Hispanics. These advertisements generated five million media impressions during the two-month campaigns in 2011 and 2012.
As this region’s Hispanic population grows, TMN’s activities will continue to allow Visit Baltimore to reach members of this demographic with appealing and effective messages.
Materials shown: print, web banner and radio ads. Other materials developed: web site splash page content and translation, and photo shoot.