NW Arkansas:
A new home for Austin residents
Project overview
Category & client
Travel & toursim / NW Arkansas
Communications goal
Get Austin residents being priced out of Austin to consider moving to NW Arkansas
Barrier to overcome
The stereotype about the south is so deeply entrenched that our audience has likely never even thought about Arkansas
Our deliverable
An integrated communications campaign
How we found the rogue planet (Insight / discovery):
Young Austin residents are not simply complaining about their city changing; they feel that people moving to Austin “are trying to buy my identity.”
How we illuminated the rogue planet (strategy):
Show that moving 500 miles east is the best protection from identity theft