The City of El Paso called upon us to find a way to tell the true and “good” story about El Paso. I
n short, change perceptions about EL Paso from both inside and outside of the region.
Brand Strategy / Public Relations / Event Planning / Social Strategy
SHAPING THE “INSIDE/OUTSIDE” VIEW
A dual focus on changing both inside and outside perceptions was vital to the success of building
a positive image for the City. We engaged a national PR firm specializing in “Building Places” to handle
the “outside” workwhile we handled the critical “Inside” work and supervised the overall effort.
We engaged “Ambassadors” to help spread the word over digital channels. We sent positive,
easy to share content to our digital recruits who in turn passed it onto their own social networks –
resulting in a significant uptick in community pride and in building an organic word of mouth campaign.
The El Paso. It’s All Good. concept and campaign created an attitudinal shift in the city that paved the way for the passing of the largest Bond Issue in the City’s history — over $500 million in Quality of Life Bonds.