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In-house or Agency?: In-house
Description:: Due to COVID-19, holiday shopping last fall looked different from years past; people needed to plan their shopping in advance to ship gifts to friends and family they were not seeing due to the pandemic. Instead of shopping at big retailers like Amazon, we wanted to encourage people to shop local.
Over the span of 10 weeks, the Plano Premier Holiday Shopping campaign promoted 9 local influencer’s curated gift buying guides called “Plano Premier Picks” featuring local retailers. Visit Plano produced Facebook live videos at various local boutiques to help visualize the Plano Premier shopping experience and promote retailers. A Plano Premier Holiday Shopping Guide blog post and email blast were created to promote the campaign. Visit Plano worked with one of the 9 influencers to give away a Stay & Shop Plano package with a donated hotel stay and a $200 Visa gift card. Visit Plano also hosted a giveaway on Instagram for a makeover by a new Plano retailer, BAM Beauty Bar. Visit Plano arranged for a segment on WFAA’s Good Morning Texas featuring a downtown Plano retailer to promote shopping local during the holiday season.
Objectives: The main object of this campaign was to create a COVID-recovery program for retailers to recoup lost sales due to the pandemic and to encourage shopping local during the holiday season. Secondary objectives included: creating social media conversations to position Plano as an early holiday shopping destination; differentiate Plano from Amazon and other cities as a more luxurious and personal shopping experience; utilize social media to promote retailers; collaborate with social media influencers to promote Plano and retailers; collaborate with retailers to expand their social media presence; and encourage hotel bookings with Stay and Shop Hotel Packages.
Project Costs:: $4800