visit lubbock
Economic Development and Marketing
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Situation
When people hear “Lubbock, Texas,” what comes to mind? For many, the answer was… not much. That was a challenge the Lubbock Economic Development Alliance (LEDA) knew they had to tackle head-on. They wanted to transform Lubbock’s image, showcasing it as more than just a stop on the map—it needed to shine as a vibrant place to live, work, and thrive.
Approach
Our storytelling approach showcased Lubbock as more than a destination — it’s a place to call home, with endless opportunities. We spotlighted local entrepreneurs, innovation hubs, a lively downtown, unique artisan shops, and the city’s blend of quality-of-life perks with business-friendly features. Lubbock was positioned as a “hub city,” offering big-city experiences while maintaining the charm of a close-knit community where work and play are seamlessly connected.
To bring this vision to life, we gave LEDA’s website a complete transformation. With a sleek modern design, vibrant colors, refined typography, and an intuitive user interface, the site now reflected Lubbock’s sophisticated and cool vibe. Dynamic videos highlighted the city’s exciting offerings, effectively challenging outdated perceptions and showcasing the momentum happening in Lubbock.
The result? A reimagined brand story that positioned Lubbock as a vibrant, dynamic city where people don’t just visit—they stay, thrive, and build their futures.
RESULTS
Visit Lubbock’s campaign didn’t just make an impression—it made waves.
- Recognized by LinkedIn as one of the top five most engaging brand ads nationwide.
- Achieved an astounding InMail open rate of 60% surpassing the platform average by 175%.
- Madden’s strategic tactics drove a remarkable 68% of all LEDA website traffic in 2019.
LUBBOCK’S UNTAPPED POTENTIAL
Madden stepped in to reimagine the narrative, crafting a dynamic and integrated marketing strategy that not only ignited excitement around leisure travel but also spotlighted Lubbock’s untapped potential as a hub for economic development.
DIGGING INTO THE DATA
We started by digging deep into research to uncover the key audiences most likely to visit or relocate to Lubbock. By developing intent-based personas, we identified target groups such as young professionals who cherished their college years in the region, urban enthusiasts drawn to vibrant downtowns, wine lovers, and fans of live music and events. These personas became the cornerstone of our strategy, enabling us to craft compelling stories tailored to their interests and deploy media tactics that would truly resonate.
TRANSFORMING LEDA’S ONLINE PRESENCE
To bring our new vision to life, we gave LEDA’s website a complete transformation. With a sleek modern design, vibrant colors, refined typography, and an intuitive user interface, the site now reflected Lubbock’s sophisticated and cool vibe. Dynamic videos highlighted the city’s exciting offerings, effectively challenging outdated perceptions and showcasing the momentum happening in Lubbock.
PAIRED WITH AN OMNI-CHANNEL MARKETING CAMPAIGN
To amplify these stories and drive traffic to the revamped site, we rolled out an omni-channel marketing campaign. This included video distribution, search engine marketing, display ads, Facebook, and LinkedIn campaigns. Additionally, we created a microsite, targeting Texas Tech alumni in high-growth industries. Featuring exclusive content about Lubbock’s quality of life and job opportunities, the microsite reconnected alumni to a city brimming with potential and promise.
SUCCESSFULLY REDIRECTING THE NARRATIVE
The results spoke for themselves: awareness and engagement metrics soared as Visit Lubbock successfully transformed its narrative, showcasing the city as a dynamic destination where people can live, work, and play—all while redefining perceptions of what Lubbock has to offer.
