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'El Paso. Its All Good' Campaign looks to keep momentum going

By: Genevieve Curtis
El PASO, Texas - The campaign "El Paso. It's All Good" kicked off in May. Part of the campaign includes a grass-roots social media effort composed of El Pasoans serving as "digital ambassadors."

The slogan "El Paso. It's All Good" can be seen plastered around the city on billboards, signs, websites, bumper stickers and T-shirts.

The campaign aims to generate positive buzz about the Sun City and encourages El Pasoans to spread good news on social media platforms such as Facebook, Twitter, Instagram and Pinterest.

The general manager of the El Paso Convention and Visitors Bureau, Bill Blaziek, said his organization spent a little more than $330,000 on the campaign, mostly on media spots, outreach and training for ambassadors.

That money comes from the hotel-motel occupancy tax revenue, not tax dollars.

By the end of the calendar year, the CVB would like to have 2,000 digital ambassadors, 3,000 by next August.

Blaziek said the relationship with a New York-based public relations firm brought in about $5 million worth of positive press about the Sun City.

Stories about the Sun City were splashed across the pages of top publications like the Wall Street Journal, New York Times and Huffington Post.

Now attention turns to keeping the chatter constant and capitalizing on positive momentum to bring businesses to the Borderland.

"When people say what are you doing next with 'It's All Good,' we're going to be talking about the good work that's being done at the city level on attracting industry to El Paso," said Blaziek.

To learn more on becoming a digital ambassador, click on this link:



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