City of Moriarty

The City of Moriarty is about 35 minutes east of Albuquerque, New Mexico. It's location between other mountain towns (Tijeras and Edgewood) and other long-haul travel stops (Tucumcari) made it a bit of a red-headed step child for travelers and tourists alike. 

Despite this, Moriarty is a small town full of family values, friendliness and some surprising features. One such feature is the Soaring Museum–a tribute to Moriarty being a world leader in glider aviation. Moriarty is also home to the fastest propeller-driven plane in the world as well. 

This campaign aimed to leverage the honest nature of Moriarty, acknowledging what it lacks and turning those into a positive. With a very small budget, and mostly highway traffic as a source of tourism, outdoor and print were the media options utilized along with digital and search strategies.