New Mexico is hosting its largest and fastest-growing event of the year, and it’s not just the epicentre of the 2018 hurricane season.
The epicenter is also home to a burgeoning industry that is turning to digital advertising and social media to make its business model more sustainable.
The city’s tourism bureau, the Metropolitan Council of Tourism, has partnered with digital ad agency TiltShift to create the “Taxi Fiesta” campaign, which is part of its new strategy to support the tourism sector.
It was announced this week that the city will also hold a taxi fiesta in 2021, starting with a four-day event on the night of August 27, and culminating with a “taxi celebration” on September 15.
TiltShift’s strategy is to use social media, social networks and traditional marketing to make the taxi industry more sustainable and scalable, according to the Metcalfe Group, the marketing agency that designed the campaign.
“We’re focused on helping companies to get the most bang for their buck,” says the group’s co-founder, Paul Gartland.
“Our goal is to help cities attract and retain the top talent to build out their businesses.
It’s really a partnership between a lot of different companies.”
Gartland says the industry is increasingly embracing social media as a marketing tool, particularly because of the number of events it’s hosting.
“It’s been a huge growth opportunity,” he says.
“And now we’re starting to see a new kind of social media that is really driving the growth of this industry.”
Gendland says social media has allowed a new generation of taxi drivers to connect with fans on Facebook, Instagram and Twitter, and in turn has allowed them to build more meaningful relationships with customers and drivers.
“The fact that it’s now possible to reach people online is a huge plus for us,” he explains.
“We’re seeing the drivers connecting with their customers on Facebook and Instagram and sharing their stories, sharing photos and videos, and the drivers getting to know their customers more.”
Gillings says Tilt Shift is a key partner in the city’s new marketing strategy.
“When we started this initiative, we were thinking about creating a taxi-focused marketing program, which was going to be a big deal for the city,” he recalls.
“So, our strategy is really about creating relationships with drivers and riders and trying to create a strong connection that people will be able to make with the taxi companies.”
Tilt Shift and the MetCalfe team are really going to have an impact in helping to build the taxi boom, which in turn will help to drive tourism, and also help to support this growing industry.
“The city has created its own digital marketing platform to support its tourism initiative, with the first event of 2021 featuring a “Taxis Fiesta” party and event branding that will be used by taxi companies throughout the year.
For the first time, the city is offering discounts to the first 100 people who visit the city with their own branded taxi.
In the event of a taxi celebration, there will be a $50 discount.
The Metcafee Group, which helped develop the campaign, will be responsible for the marketing, and Tilt shift will be the exclusive social media marketing partner for the event.
Tiltshift says it is a unique partnership, because it is the first city in the US to create its own marketing platform.”
Our partnership with Tiltshift is an opportunity for the public to get involved in the local taxi industry,” Gartlands says.”
I think it’s really exciting and I think it could be really beneficial for the industry.
And in the long run, I think the city has really benefited from the fact that we’ve had a lot more people from all over the world come and see our city and to see what we have to offer.