Change Your Perspective

Yesterday the Albuquerque Convention and Visitors Bureau unveiled a new “brand campaign” with the tagline “change your perspective” and promotional approaches we over-65 types hadn’t seen before. Along the way ACVB and its agency, McKee Wallwork & Co., remembered a truism about websites—that the key word, “Albuquerque” in this case, ought to be in the name of the site, which they almost accomplished. The new site is “visitabq.com.”
The logic is explained n a paragraph from ACVB’s backgrounder. “The campaign hits the sweet spot at the intersection of what travelers want from a vacation destination and what Albuquerque offers so well. The key insight: people travel not only because they want to see different things, but because they want to see things differently; they seek a change in perspective.”
Listening to the detail of the research behind the campaign, the thought dawned that we do indeed need to change our perspective about almost everything in Albuquerque and in New Mexico.
An ultra-establishment Albuquerque civic leader who attended the presentation agrees. Doing little that might endanger election to another post unites the approach of Albuquerque Mayor Richard Berry and Governor Susana Martinez, this man said.
Offered highways as a perception change topic, Mr. Establishment said that dogmatically opposing raising the gas tax was ridiculous. When I mentioned toll roads, he said he didn’t understand why toll roads are not considered here.