After several years of multiple campaigns with a variety of messaging strategies, the Austin brand was lacking focus. Our research told us that Austin’s reputation as a music-focused destination was its primary asset, so we recommended that the city fully embrace its position as the “Live Music Capital of the World.”
In just the first year of the campaign, total direct travel spending in Austin increased 7% to $6.3 billion, local tax revenue jumped 11% to $148 million and hotel occupancy broke 70% for the first time in the city’s history.
