Description: The primary objective of our local outreach and awareness campaign was to familiarize new visitors with Temple, Texas, while providing information to enhance the visitor experience. A comprehensive campaign was developed to provide the area's hotels with outreach materials that would engage and accommodate hotel guests in discovering the amenities and attractions of the area. The material also included new signature fulfillment brochures to be dispersed to visitors and incoming groups. By raising awareness, driving traffic to our digital platforms, showcasing our expertise in tourism, and creating visually appealing materials, we hoped to attract visitors and demonstrate all our destination offers. Ultimately, our goal was to alter their perception of the destination and improve their overall experience.
Objectives: Our approach involved using outreach and activations to showcase Temple, Texas as a desirable destination and to create awareness through posters, tabletop tents, signature fulfillment brochures, and other advertising materials. To maximize the effectiveness of this campaign, the destination marketing team identified the top locations that would provide the most exposure to incoming visitors.
Further research led the City of Temple to expand its efforts beyond hotels to include businesses, distribution centers, local attractions, and downtown businesses where the target audience was more likely to be receptive to the information provided. The QR code on the advertising materials could be scanned to access more information on the destination website.
The destination marketing organization executed a strategic activation plan for Temple, Texas, focusing on tourism-friendly attractions, hotels, businesses, and transportation venues easily accessible to visitors arriving by train or car. After conducting hotel outreach, we found that the campaign materials had a significant impact on raising awareness of the destination. This resulted in a positive experience for visitors from the moment they arrived until their departure.
Through the distribution of branded posters, featuring stunning imagery of Temple's popular attractions, we generated a positive impression of the city. The posters were thoughtfully placed at local hotels, Amtrak stations, the Walmart Distribution Center, Temple Airport, Cadence Bank Center, and the Temple Chamber of Commerce, with the intent of promoting Temple's unique offerings to both locals and visitors alike.
Along with posters, the team distributed pull-up tabletop tents to local businesses and hotels. These tents were strategically placed in high-traffic areas to further promote Temple as a tourist destination. The posters and tents were designed to be simple and included QR codes for further destination information.
Project Costs: Our primary costs linked to the local outreach campaign comprised of printing various materials, including posters, QR cards, hotel key cards, table tent cards, tabletop pull-ups, and QR card holders. In total, we procured nine 2x3 posters, four 11x17 posters, and four 8 ½ x 11 posters, amounting to $1,082. The destination marketing team printed 5,000 QR cards for $545. Hotel key card inserts featuring four unique designs, each highlighting different markets for our destination, were printed in quantities of 5,000 for each design, totaling $2,208. The production of 2,500 table tent cards cost $1,600. Other materials included twelve tabletop pull-ups for $560 and twelve QR card holders for $92. Overall, the costs associated with this project sum up to $6,087.
In-House or Agency: In-House