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Two firms – one local, one based in New York – began work this week on a $1 million campaign to promote Albuquerque as a vibrant place for entrepreneurs.

The goal is to put Albuquerque in the “national spotlight” as a great place to live and grow a business, they said.

The work is being handled by Albuquerque-based McKee Wallwork + Co. and New York-based Rough Draft NYC. The companies are holding planning meetings this week.

The campaign will highlight the city’s arts economy, proximity to national laboratories, natural beauty and other strengths.

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“We have a great story to tell in the city of Albuquerque,” Mayor Richard Berry said during a news conference.

The 18-month campaign – expected to launch this summer – will include traditional and social media. It will target entrepreneurs, business owners and creative professionals.

Steve McKee of McKee Wallwork said there’s no shortage of compelling, inspiring stories to tell about Albuquerque’s entrepreneurial scene.

“The ecosystem here is truly growing in a special way,” McKee said.

The city will tap its Economic Development Action Account to pay for the campaign. The money to establish the account came from penalties paid by companies that received city incentives but didn’t live up to their end of the contract.

McKee and Rough Draft will coordinate their work with Visit ABQ, which works to bring conventions and tourists to the city, and Albuquerque Economic Development, a nonprofit group that recruits businesses and works with local companies.

Berry told business leaders last year that a national survey made him optimistic about the potential for a marketing campaign. A survey of business professionals across the country, he said, showed that people have plenty of positive or neutral opinions of Albuquerque – something city leaders can capitalize on by highlighting Albuquerque’s strengths as an affordable place with good weather and a strong workforce.