Redefining Lubbock’s Story
Summary
Lubbock needed a new story—one that went beyond flat stereotypes and reflected the city’s energy, innovation, and quality of life. Together, we reimagined LEDA’s brand and website, using bold design and authentic storytelling to position Lubbock as a hub city where work and play connect. By spotlighting entrepreneurs, culture, and opportunity, the campaign shifted perceptions and sparked national recognition, showing Lubbock as a place where people don’t just pass through—they put down roots.
Client
Visit Lubbock
Scope
Economic Development
Recognition
LinkedIn Top 5 Engaging Brand Ads Nationwide
Campaign Title
New Identity for Lubbock Economic Development Alliance
Results
68%
of web traffic driven by campaign
60%
LinkedIn InMail Open Rate
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 Dynamic videos highlighted the city’s exciting offerings, effectively challenging outdated perceptions and showcasing the momentum happening in Lubbock.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.
