Powering Travel Marketing with a Blend of Research, Creativity, and Innovation

October 2, 2019

Visit San Antonio and its agency of record, The Atkins Group, garnered two prestigious Destiny Awards from the US Travel Association, the national trade association for travel and tourism. Presented at ESTO (the US Travel Association’s Educational Seminar for Tourism Organizations), the Destiny Awards recognize US Travel destination members for excellence and creative accomplishment in destination marketing and promotion.

Visit San Antonio won both the Branding and Integrated Marketing Campaign Award (in the $5 million -$10 million division) and the Destination Website Award. The judges cited the “beautiful blend of data and creative” and noted that “the vision possesses specificity in its knowledge of what Visit San Antonio currently does well, and what could be even better.”

A beautiful blend of data and creative…

— ESTOS judges for 2019 Destination Awards

“Our goal for Visit San Antonio has always been to honor the rich history and culture while celebrating its phenomenal growth and changing offerings,” noted Steve Atkins, president and CEO of The Atkins Group. “The challenge with such a diverse city is where to focus resources. We chose a research and data-driven approach combined with great creative to ensure the campaign would deliver results.”

Visit San Antonio and its Agency of Record, The Atkins Group, partnered with research duo Epiphany Research and Destination Analysts to develop a study that would help the team deeply understand the San Antonio traveler segments and the personas that represent the most potential for visitation and economic gain. And the results of the plan built from the research have already delivered for the destination.

The new, integrated San Antonio brand campaign showcases the city’s vibrancy and authenticity efficiently and effectively to the most relevant travelers and is bringing results. 

The judges for the Destiny Awards raved about the campaign and website. “The applicant’s description of their rebranding campaign and associated website redesign is an excellent example for other destinations. It clearly articulates the vision, strategies, objectives, technologies, research methods and goals of the new design.” 

Check out visitsanantonio.com and other associated creative for a more in-depth review.