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Case Studies
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Acoma Case Study
case studies
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Acoma Business Enterprises
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| "We are delighted with DCI’s accomplishments in bringing the story of Sky City to more travelers, and we find it invaluable to know every month what ROI has been achieved." |
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Marvis Aragon, Jr.
CEO
Acoma Business Enterprises | | |
The Challenge
Acoma Pueblo and the 'Albuquerque West' region of New Mexico were often bypassed by tourists, who frequently visited only Santa Fe, Taos and Albuquerque when exploring the state. Acoma Business Enterprises charged DCI with positioning the Acoma area as a 'must visit’ destination, generating $1 million in advertising equivalency and reaching 5 million potential consumers.
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The DCI Roadmap
• Develop proactive media relations campaign targeting key drive markets in Arizona, California, Colorado and Texas, as well as significant national and niche media outlets;
• Leverage the opening of a new Sky City Cultural Center in May 2006 to garner media attention and promote the region’s natural and cultural attractions, including Chaco Canyon, El Malpais National Monument and Grants Mining Museum;
• Implement desk-side media tours with Acoma spokespeople in key media markets;
• Arrange an extensive visiting journalist program and news bureau on behalf of Acoma Business Enterprises. |
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The Results
• Over the course of one year, DCI arranged for more than 25 journalists to visit Acoma Pueblo from outlets such as American Heritage, Copley News Service, Dallas Morning News, Smithsonian Museum of the North American Indian Magazine and Travel Arts Syndicate.
• On behalf of Acoma Business Enterprises, DCI secured more than 20 desk-side media appointments in strategic media markets, including New York City, Southern California and Washington, D.C.
• DCI helped launch Acoma Pueblo’s new Sky City Cultural Center and assisted in arranging feature stories that ran in the Arizona Daily Star, Dallas Morning News, Denver Post, San Francisco Chronicle and USA Today.
• The campaign reached more than 7 million consumers and garnered more than $1 million in editorial coverage, resulting in a 64:1 return on investment.
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