Community/Local Engagement Promotion - $501,000 - $1 Million

Description: The Victoria Convention & Visitors Bureau spearheaded the City's planning efforts for our 2024 Bicentennial celebration, which took place on Saturday, April 13. This effort required over 18 months of planning, coordinating with multiple City departments and non-profit partners. The planning efforts culminated in a fantastic day of three separate events - the Victoria Day of Caring service project, the De Leon statue unveiling and dedication of the newly renovated plaza, and a large social function, the Bicentennial Ball.
Objectives: Several years ago, the City of Victoria leadership recognized the importance of a properly planned, professional, and memorable Bicentennial celebration. As luck would have it, the official 200th anniversary of Victoria's founding (April 13) was a Saturday, offering us a tremendous opportunity to organize events that would be remembered for years to come. Our objectives were to honor Victoria's rich history and our founders, Martin de Leon and Patricia de la Garza, bring the community out for a day to celebrate Victoria, and to promote Victoria as a great place to live with a fantastic quality of life. We accomplished those objectives and more, with the completion and dedication of a bronze statue to our founders, a dedication of the newly renovated De Leon Plaza (a project costing over $6 million), and the community event bringing out over 1,000 attendees and the Bicentennial Ball which met its capacity weeks before the event. The entire series of Bicentennial events and celebrations far surpassed all expectations we had!
Project Costs:

In-house or Agency: In-house

Description: Visit Tyler had very limited video prior to 2023, aside from standard videos sitting on their YouTube channel. We are home to three higher education institutions and work closely with both the Chamber President and the Tyler Economic Development Council President/CEO on ideas to help the student demographic learn about what there is to see and do. Through surveys and focus groups, we found the 18-30-year-olds in Tyler didn't know what there was to see and do, and Visit Tyler served as the best conduit to educate them.
Objectives:

Project Costs: Staff time

In-house or Agency: In-house

Description: The main goal is to celebrate the spirit of community and friendly competition while honoring the cultural heritage of the Charro Days festivities. This exciting match aims to bring together soccer fans from both sides of the border, fostering camaraderie and mutual appreciation between Brownsville and Matamoros.

Objectives: By showcasing local talent and promoting sportsmanship, the event not only enhances the festive atmosphere of Charro Days but also strengthens cross-border connections and community pride, and generates heads in beds.

Project Costs: $25,000

In-house or Agency: In-house

Description: Visit Huntsville, TX partnered with the Houston Texans to unveil their redesigned Color Rush, H-Town inspired jersey. After a month of planning, the 200-lb jersey was designed and outfitted on Huntsville's Sam Houston Statue for a period of 15 days. Texans fans were welcomed with an abundance of Houston Texans decor that had them feeling tailgate-ready. Visit Huntsville, TX staff worked to prepare the Visitor Center and grounds for an abundant increase of traffic through beautification efforts, hospitality spaces, and promotional opportunities.

Objectives: This promotion was a partnership between the Houston Texans and Visit Huntsville, TX, and both organizations had distinct goals and objectives. While the Houston Texans were excited to make a BIG statement, Huntsville was eager to reach a national audience. Garnering media attention from outlets like ESPN, NFL Network, ABC13, and many more, the Sam Houston Statue and Visit Huntsville TX were put on a national spotlight. Online videos reaching views of 589k (ABC 13), 178k (Houston Texans), and 48k (Toro, Official Texans Mascot) Big Sam and his new accessory were the hottest tourist attraction in the greater Houston area. Direct visitor counts at the Sam Houston Statue & Visitor Center were up 92% compared to the same days in 2023 and gift shop sales were up 75%, even as Houston and surrounding areas saw unprecedented amounts of rainfall and flooding. This promotion was not only a successful way for the Houston Texans to unveil their new jersey, but it proved to be a significant marketing tool for Visit Huntsville, TX to promote the Sam Houston Statue as a prominent tourist attraction in the state. The local community embraced the creativity and saw this promotion as an opportunity to connect Sam Houston's legacy to current interests. This promotion made a public space a dynamic tourist attraction and enabled visitors and the local community to engage with and reflect on history in a new and meaningful way.

Project Costs: The Houston Texans were responsible for the cost of the design, creation, and install of the jersey. Visit Huntsville, TX spent $5,425 on beautification efforts, hospitality spaces, and promotional opportunities.

In-house or Agency: In-house

Visit Laredo’s National Travel and Tourism Week (NTTW) took place from May 19 to May 25, 2024, as we celebrated the significant contributions of the U.S. travel industry. This year’s theme, “Teal for Tourism,” symbolized the unity and vitality of the travel sector. Throughout the week, local coffee establishments offered exclusive promotions, encouraging residents and visitors to participate in the festivities. Digital Marketing Channels: • Website: Information about the events and promotions is available on VisitLaredo.com, providing an accessible platform for residents and visitors. • Digital Ads: Targeted ads on social media and local websites promote the week-long events and special offers. • Email Marketing: Newsletters have been sent to subscribers, highlighting daily events and exclusive promotions from participating coffee shops. • Social Media: Engaging content, including photos and videos of the events, special promotions, and highlights of local coffee shops, was shared across social media platforms to generate excitement and participation. Campaign Results: • Impressions: The campaign achieved significant online visibility, with thousands of impressions across digital ads, social media posts, and email newsletters. • Results and Pick-Up: The special promotions at local coffee shops drove a high pick-up rate, driving foot traffic and sales. • Resident Sentiment: Positive feedback from the community was received, with residents showing enthusiasm for the week-long celebration and appreciation for the focus on local businesses. • Social Media Engagement: High levels of engagement on social media platforms, including likes, shares, and comments, indicated strong interest and participation from the community. Participating Coffee Shops and Promotions: • Aroma de Café: Buy one get one 50% off all week. • Moon Lane Coffee: Like and follow on Instagram/Facebook for 15% off the first Frappe order for new customers all week. Objectives: The National Travel and Tourism Week campaign successfully engaged the local community, supported small businesses, and highlighted the vital role of the travel industry in Laredo. By utilizing a variety of digital marketing channels, the campaign effectively reached and resonated with both residents and visitors. The campaign aims to achieve two main objectives: • Single, Unified Theme: The campaign is centered around the theme #TealForTourism, celebrating National Travel and Tourism Week and highlighting the importance of the travel industry. • Community Engagement: The campaign supports the local community by promoting local coffee shops, encouraging residents to wear teal attire, and participating in the events. This fosters a sense of community pride and involvement. Project Costs: We only pay for the T-Shirts and the promo materials for our partners around $1,500 USD. https://www.visitlaredo.com/p/about/nttw-teal-for-...