Create awareness of the newest World Heritage Site, and the only one in Texas, to drive interest in travel to San Antonio
The five San Antonio Missions represent the largest concentration of Spanish colonial missions in North America and have been named a World Heritage Site by the United Nations Educational, Scientific and Culture Organization (UNESCO).
Mission San Antonio de Valero (the Alamo) Mission San José Mission Concepción Mission San Juan Mission Espada
UNESCO encourages the identification, protection and preservation of cultural and national heritage around the world. To be chosen as a World Heritage Site, the missions had to meet demanding selection criteria that verified their historic importance.
The rare honor has been bestowed upon only 23 sites in the United States. The missions are the first and only World Heritage site in Texas.
Messaging needed to go live immediately upon designation confirmation to take advantage of the excitement and buzz surrounding the announcement. Confirmation was confirmed in Bonn, Germany approximately 5am Sunday July 5th. Campaign was created in anticipation of the confirmation and team was live-viewing the convention through web feed. San Antonio delegation was present at the convention and mobilized immediately with PR efforts to get the word out quickly to a national and international audience. At the same time, agency team pushed live owned assets such as website banners and content, and ad units.