The Tombras Group has continued to build on our long history of success helping our clients draw visitors to their communities and attractions. This spring, we were named the Digital Agency of Record for North Carolina’s Crystal Coast.
“We hired The Tombras Group as digital agency of record because they deliver on their mantra of connecting data with creativity to produce business results” says Carol Lohr, Executive Director of Crystal Coast Tourism Authority. “In the first two months, they turned up the digital volume producing strong gains for local businesses. The Crystal Coast Tourism Authority is looking forward to new and exciting opportunities with The Tombras Group.”
Check out some of our recent tourism and attraction work by clicking the links below:
<– Smoky Mountain Tourism – Nationally Recognized Multichannel Creative
Country Music Hall of Fame – Digital Platform to Increase Visitation
Visit Knoxville – Digital Relaunch and Brand Repositioning
Bristol Motor Speedway – Web Portal to Increase Ticket Sales to all 50 states
The Tombras Group is pleased to announce that cross-cultural marketing expert Carlos Alcazar has joined our team as the Managing Director of Multicultural. Carlos was formerly the President & Chief Creative Officer of Hispanic Communications Network. Carlos has produced award-winning work for clients like LIVESTRONG, AT&T, The American Heart Association and several federal government agencies.
The Tombras Group has been developing multicultural and Spanish-language campaign work for clients like the National Highway Traffic Safety Administration, McDonald’s and ESPN, but by bringing Carlos and his network of cross-cultural experts inside we’ve positioned ourselves to grow as a market leader across demographics. “Our world is changing faster than at any point in history,” says Alcazar. “Data-driven decisions combined with original content and messaging that resonates and spurs action across cultures creates true market engagement.”
Tombras is the new agency model. World-class designers and writers, account planners and data scientists, plus creative technologists paired with cross-cultural experts who can bring any idea to life in any channel. This model allows us to do creative that works and delivers measurable business results in rapidly changing consumer markets across the country.
Below are three national brand examples of multicultural campaigns. You can view more of our work here.
McDonald’s 2 for $3 Scratch Made Biscuits Radio (Spanish)
The Tombras Group has been tasked with developing the brand platform, program strategy and launch of Truck Bucks℠, the first nationwide loyalty program for Daimler Trucks North America. With more than 800 locations, Daimler is leveraging Tombras’ extensive loyalty program experience in other business categories such as insurance, convenience stores, grocery and quick service restaurants.
The Truck Bucks tagline reflects its simple, no-frills approach: “NO FEE. NO HASSLE. INSTANT SAVINGS REWARD CARD.” As Truck Bucks builds brand affinity among its audience base, Tombras’ analytics team is evaluating campaign performance as well as dealer and distributor performance with the program. Insights from the Tombras’ analytics team are then being used to optimize the Truck Bucks marketing program in real time.
Daimler’s decision to hire Tombras in March of this year has quickly paid off. Truck Bucks reached its six-month enrollment goal in just three months.
You can view more of our work here.
On Monday morning, April 7th the National Highway Traffic Safety Administration debuted a shocking new commercial for distracted driving. The integrated “UDrive. UText. UPay.” campaign was first featured by Advertising Age but went viral as news of the impactful video hit social media with the hashtag #JustDrive. Before the end of the day, dozens of publications had picked up the story, including Adweek, Huffington Post, Mashable, Business Insider, Yahoo!, Time, DailyMail and many others. The attention peaked last Friday, with “UDrive. UText. UPay.” being voted Adweek’s #1 Commercial of the Week.
Each week, Adweek compiles the five best commercials from around the world and ranks them based on fan voting. When “UDrive. UText. UPay.” claimed the top spot, receiving 41% of the vote, it beat out work from brands like Canon and Smirnoff, among others. Recognition is great, but this is more than a campaign. It’s an urgent message to young drivers that “If you’re texting, you’re not driving.”
Watch the online version of the video below, and view more of our work here.
Communication Arts, the world’s preeminent publication on visual arts, recently recognized Tombras’ work for the Smoky Mountain Highland Games. (Link)
The campaign features authentic Scottish silhouettes set against beautiful Smoky Mountain scenery. Coupled with quirky copy, the posters are effective in communicating the fun and unique experience that waits at the Highland Games.
The largest creative magazine in the world, CA showcases the top work worldwide in graphic design, advertising, illustration, photography, interactive design and typography.
Check out more of our work here.
In KentuckyOne’s newest commercial, Coach Rick Pitino gives a slam-dunk endorsement for the Commonwealth’s largest healthcare provider. Coach Pitino is known to demand the best from everyone involved in his program. KentuckyOne steps up to deliver that level of care for Cardinals basketball, and his stamp of approval solidifies their reputation as the top healthcare provider in the state.
With the perennial powerhouse Louisville Cardinals poised for a deep tournament run, KentuckyOne leverages Kentuckians’ basketball-crazy focus. The goal is to build brand preference statewide. The multi-channel campaign capitalizes on fan interest to drive awareness and engagement while reinforcing the concern that Coach Pitino and Louisville Athletics have for their student athletes.
Bristol Motor Speedway is the largest fully-enclosed outdoor venue in the country; one whose grandstands rise over the high-banking track below, setting the stage for fierce competition among drivers. So, when the creative team at The Tombras Group set out to promote this year’s March race, the Colosseum concept was a foregone conclusion.
To bring the comparison to life, we digitally rendered the Roman Colosseum transforming into Bristol’s modern structure. The dramatic animation and original music score combined with actual clips of Bristol race battles gives the viewer a taste of what NASCAR excitement awaits in the Last Great Colosseum.
UPDATE: Fox Sports features The Tombras Group’s campaign and lists some of NASCAR’s most likely Gladiators. Click here to read the article.
For McDonald’s newest out-of-home campaign, The Tombras Group used larger than life food photography to create eye-catching mobile billboards. These exterior bus signs make their way through cities and suburbs alike, visible to an audience of all ages, backgrounds and incomes.
This approach is particularly effective in tourism-heavy downtown areas where it’s sometimes difficult to reach travelers through broadcast media. As fun as they are effective, it’s hard to miss a bus-sized Big Mac!
Over the past six years, Augusta, Georgia has seen a dramatic shift in its tourism figures. The city has gained notoriety as being more than just the home of “The Masters,” instead becoming a year-round destination for couples seeking a peaceful weekend getaway.
The Tombras Group implemented an ad campaign that lifted up locally owned restaurants to position Augusta as a unique crossroads for entertainment, shopping and fine dining. With an increase in annual visitor spending each of the past five years in addition to a $12 million increase in hotel revenue, the campaign has proved to be a major success.