Project Description

The City of Moriarty

City of Moriarty Social Media

About the Work

The City of Moriarty faced a difficult challenge: How to differentiate and promote themselves as an overnight destination when they are in close proximity to the largest city in New Mexico, and surrounded by other small municipalities that are, in many ways, better equipped to handle tourists.

To address this difficult challenge, Esparza dove-in head first, traveling to Moriarty, spending time with the mayor, taking tours of the various attractions, eating at the local restaurants and getting to know the people – it was difficult work…

What we discovered was a city of incredibly friendly people, with a rich history on one of America’s most famous roads – Route 66 – and some truly incredible hidden gems. The resulting campaign aimed to highlight the down-to-earth, genuine and interesting people, their city and their state of mind. With a limited media buy, the campaign focused primarily on outdoor boards along the interstate leading to and from Moriarty, and print.

Project Details

CLIENT

The City of Moriarty

Campaign

“City of More” Campaign

The Esparza Team

Craig Berry, Creative Director
Shalen Holt, Art Director
Beckett Nodal, Copywriter
Bret Cowder, Senior Account Executive

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