Marketing Border Towns to a Bicultural Audience, with Aileen Ramos

Episode 161:

Aileen Ramos is the Director at the Laredo Convention & Visitors Bureau in the heart of South Texas. With a decade of experience in the hospitality industry and a long career in Marketing and Sales, she leads the CVB team in promoting the best of the city she calls home.

In this episode of Destination on the Left, Laredo Convention & Visitors Bureau Director Aileen Ramos discusses the unique bicultural community of her city. She explains how it ties into her marketing efforts and shares some of the projects they’ve done to reach a diverse audience. Click here to listen to the episode:

What You Will Learn in This Episode:

  • How Aileen leverages the visitor’s perspective to create powerful marketing for Laredo
  • How CVB approaches marketing Laredo’s bicultural experiences
  • The challenges Aileen’s organization has faced with marketing in Mexico
  • Aileen’s strategy for celebrating Laredo’s 265 year anniversary
  • The role of the Laredo community in CVBs marketing efforts
  • How Aileen collaborates with her sister cities and other destinations

Visit Laredo

Aileen Ramos has spent most of her career in sales and marketing roles, but hospitality has always been her passion. She was initially inspired by her grandfather, who worked for a travel magazine and traversed the globe, bringing amazing destinations into the spotlight. Now, Aileen carries the torch, and she is giving Laredo, Texas the same magic touch. Aileen has made many trips to Laredo throughout her lifetime, so she brings a unique visitor’s perspective to the table for every project.

A Bicultural Experience

One of Laredo’s most powerful traits is its bicultural community. Laredo is a border town, so it has two distinct markets, two marketing opportunities, and two campaigns. It is a major advantage because Aileen’s team can double-dip with the marketing budget. They are targeting U.S. citizens who are seeking a “true Mexican experience,” and Mexican citizens who are looking for a taste of the states. In the form of restaurants, shopping, and events, both audiences can experience the rich culture of Laredo in totally different ways.

Happy Anniversary Laredo!

Founded in 1755, Laredo is older than the United States. It was a part of the Republic of Rio Grande which turns 180 years old next year, and Laredo will turn 265. It is grounds for a celebration, and Aileen has orchestrated a year-long tribute to the one-of-a-kind destination. As a salute to the rich history, Aileen decided she didn’t need to reinvent the wheel. The staples of the celebration are designed to amplify Laredo’s existing holidays and get the whole community involved! From the university to agricultural businesses, everyone is taking part. There is a collective effort to grow the city—not just for tourism, but for the residents as well.

Episode Transcript

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