DISCOVER RUIDOSO
As a part of the Adventure Media 2025 cohort I lead a team of student through creating a multi-platform campaign focused on engagement, broadening audience, and outdoor inclusivity. This campaign includes a documentary, photography, written assets and numerous podcast episodes of Tinstreamer hosted by Brandon Weaver. Together we hope to encourage regenerative tourism to places effected by natural disasters.
Research
It all begins with the classic who, what, where, when, and why. Finding and asking as much information is vital to any campaign.
Our team created and conducted a Social Media audit on Discover Ruidoso’s Instagram account to find out why there was little engagement across their posts. Additionally, performed a SWOT analysis to strategize our content.
Our second research focused on who the audience was and how to get generation Z to pursue the outdoors. Changed our goals of visual strategy and defined our approach to the marketing campaign.
See our PDF here!
Strategy
Using the foundation of research we begun with searching for content that appeals to younger audiences - a key part of Discover Ruidoso’s request for this campaign.
Seeing what content generation Z interacts with - cinematic, hopefully, humorous, and highly visual media. Taking inspiration from our own feeds we formulated our list of content to create. Brand voice set in place the platform specific Content pillars were established - adventure, food, travel, and emotions.
Included user-generated content in the campaign for an increase in natural engagement. Planned for interactive elements like polls, questions, requests, and voting.
Create
Combing the research with strategy our team used iPhone footage for a casual feel and professional camera footage for a cinematic look. We delivered over 30 videos, 100 photos, and a summary asset to Discover Ruidoso.
A part of our summary asset included copywriting, captioning, photo captions, and a day in the life via Instagram stories.
All content produced will be released along with an accompanying documentary, photography, written assets and numerous podcast episodes.
Listen to Tinstreamer Podcast here!