Austin Convention & Visitors Bureau
After the Austin CVB consolidated its AOR assignment at Belmont Icehouse, we were challenged to merge the longstanding “Live Music Capital of the World” tagline and the newly developed "What You Hear Is True" campaign direction.
Belmont found that Austin's position as a music-focused destination was its primary asset. Yet potential visitors knew little about the city’s diverse tourism offerings. We thus recommended a simple direction: embrace "Live Music Capital of the World" and use the "What You Hear Is True" line as a simple copy lead.
The new campaign targeted both leisure and business / convention travelers across print, digital, outdoor and collateral media. It has helped the city achieve unprecedented room occupancy numbers from both leisure and business travelers.