Case Study: Little Rock Convention & Visitors Bureau boosts tourism engagement with MHP/Team SI

Little Rock Convention & Visitors Bureau drives 2.3 million impressions with MHP/Team SI

The Little Rock Convention & Visitors Bureau (LRCVB) challenged the agency MHP/Team SI to create a Black History Month campaign that was impactful and authentic, moving beyond generic representations. The goal was to highlight the city's diverse community and encourage both residents and visitors to explore Little Rock's cultural offerings in a significant way.

MHP/Team SI developed the "Experience Little Rock in Color" campaign, which was concepted and produced by local Black creatives to ensure authenticity. The results for MHP/Team SI were substantial, including over 2.3 million impressions, 134,000+ engagements, and a 19% year-over-year increase in tax receipts for women- and minority-owned restaurants. The campaign's success earned several awards and led to further collaborations with the LRCVB.

Little Rock Convention & Visitors Bureau