Making Good with Breaking Bad
How do you take the wildly popular Breaking Bad TV series’ potentially polarizing subject matter – meth creation and consumption in Albuquerque, NM – and turn it into a media relations win for the destination? You have to take the good with the Bad.
What We Did
Working off of tourism marketing and social efforts that the Albuquerque Convention & Visitors Bureau (ACVB) initiated, a Breaking Bad-themed press trip to Albuquerque brought targeted national media to filming sites, favorite local hangouts of the cast and crew, film office representatives, and businesses that had a cheeky approach to welcoming tourists and fans of the show to the city.
Meanwhile, a pitching campaign showcased Albuquerque businesses visitors could experience – such as The Candy Lady, who made the original “meth” for the show and bike tours of famous sites, not to mention locally-produced items fans could order from afar, including “blue sky” donuts, crystal bath salts, and spice rubs inspired by Los Pollos Hermanos, a fictional restaurant chain on the show.
Thanks to integrated destination marketing efforts with the ACVB Coverage, more than 740 articles promoting Albuquerque in relationship to “Breaking Bad” appeared in 2013 alone, including top tier outlets such as People, Budget Travel, Hollywood Reporter, MSN.com, Thrillist.com, TheDailyMeal.com, and many more. The coverage contributed to significant growth in tourism and visitation for the city in 2013 and 2014. Not Bad, at all.