city of albuquerque

getting the good word out

What We Did.

  • Brand / Campaign Strategy
  • Media Planning & Buying
  • Advertising Campaign
    • Television / CTV
    • Online Video
    • Online Display
    • Social / Paid Social
    • Radio / Streaming Audio
    • Out-of-Home
    • Print

challenge.

The City of Albuquerque was looking to recruit residents to apply for job positions open throughout their many departments. But they had an ulterior motive. Many Albuquerque residents like to talk trash about their city, focusing on the negative aspects despite the many wonderful things it has to offer. The City of Albuquerque wanted to leverage its recruitment campaign as an opportunity to highlight the positive features that make the city so uniquely Albuquerque and ignite a chain reaction of uplifting buzz.
On Albuquerque Logo

challenge.

Albuquerque residents have a reputation for airing what they don’t like about their city despite their deep pride in it. We were tasked not only with refocusing naysayers’ attentions on the beautiful and beneficial facets of their hometown, but also with motivating them to apply for a job that contributes to the success of the city.

media.

To spark conversations about “What’s Good,” we designed a robust media plan that included broadcast TV, connected TV, an extensive social media campaign, online banners ads, and eye-catching outdoor boards. Residents saw themselves in the shoes of a swath of city employees, informing our audience that there is the right job for everyone at the City of Albuquerque.

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strategy.

To get our audience to see themselves filling the roles of zookeepers, lifeguards, fire fighters, and others, we placed them on the job visually with fun first-person photography and video. Memorable messaging tapped into the pride Burqueños have for their communities and called to the adventurous altruist wanting to do something more for people from beyond the office cubicle. Facts about Albuquerque’s assets drove home how incredible this place is to live, work, and play.