Celebrating Hispanic Heritage Month: How Visit Tucson Connected Community with Culture
October 12, 2023
Hispanic Heritage Month, observed from September 15 to October 15 celebrates the histories, contribution, and cultures of the American Latino community. For many DMOs across the country, Hispanic Heritage Month is an important time to promote their destination, to both celebrate their resident’s culture and inspire visitors to participate in events taking place that coincide with the commemoration month.
One such destination is Tucson, Arizona. Hispanic roots run deep in Tucson, which is just about an hour’s drive from the Mexican border. In fact, according to the Tucson Sentinel, nearly 45%of Tucson’s population identifies as Hispanic. So, when Hispanic Heritage Month kicked off on September 15, there was no shortage of events and activities celebrating the culture. Visit Tucson teamed up with Madden to spread the word that the city was the place to celebrate the month.
As part of their ¡Viva Tucson!” campaign promoting Hispanic Heritage month, Visit Tucson collected the month’s events and inspiring stories about some of the city’s Hispanic residents into a landing page on Visit Tucson’s website. From there, Madden stepped in with media distribution to connect these cultural events with key audiences.
As part of the media plan, we leaned into Meta Video Distribution to serve users a 30 second video showcasing the sights, sounds, and flavors found across Tucson with a link to the “¡Viva Tucson!” landing page. The ad, which at the time of writing is still live, connected with thousands of Meta users with a click-through-rate 3x our benchmark. We also utilized Meta Prospecting which has brought over 7,600 clicks (nearly double our goal). Along with the Meta tactics we integrated Google Video, podcast audio ads, and influencers (who were invited to the “¡Viva Tucson!” kick-off event) into our overall campaign strategy.
Creating Connections with Culture
It’s easy to get excited about the clicks and engagement the ads are generating, but they are driven by a larger objective beyond results. With each video viewed, each ad clicked connects community members and potential visitors with a piece of Tucson’s culture and brings people together to celebrate the Hispanic heritage that is a large part of Tucson’s story.