Community/Local Engagement Promotion -$1 Million and Over

Description: When an anonymous email landed in our inbox suggesting we listen to the song “Abilene” by JB Strauss, we saw an unexpected opportunity to do something meaningful—not just for tourism, but for the people of Abilene.

Music has a powerful way of sparking emotion and memory. We knew that by producing the official music video for this heartfelt track in Abilene, we could showcase our city in an authentic and emotionally resonant way, reaching audiences beyond traditional travel marketing and deepening civic pride at home.

What followed was a campaign rooted in community from start to finish. With only a short window to execute the project, we turned to our local network, and Abilene delivered. The community’s response was overwhelming. ACVB board members donated lodging, vehicles, and production support. Local businesses opened their doors and venues, ranchers offered land and livestock, and our residents filled the crowd for two unforgettable free concerts that doubled as filming days.

The campaign was about more than just the video. It was about igniting hometown pride and using storytelling to inspire future visitators. We created a landing page featuring the video and our Texas Music Friendly Community designation, curated an “Authentically Abilene” Spotify playlist, and launched a digital marketing campaign across social platforms.

Objectives: The objective of the “Abilene” Music Video campaign was to create an emotionally compelling tribute to the city of Abilene that would foster local pride and connect with potential visitors in a more meaningful way than traditional advertising. By leveraging the power of music and authentic storytelling, we aimed to deepen civic engagement, highlight Abilene’s unique culture, and drive tourism interest by showcasing our community’s spirit, talent, and hospitality.

Cost: $8,000.00

Description: Eat BMT Restaurant Week is annual event designed to celebrate Beaumont's vibrant culinary scene while bolstering our local economy and fostering community spirit. This campaign is united by the theme: "Dine. Download. Win!" It empowers residents to explore over 60 diverse local dining options and actively support our cherished restaurants. Our innovative multi-channel digital marketing approach leverages our website, targeted digital ads, email marketing, and robust social media to promote the brand-new digital passport, offering participants unlimited prize opportunities as they check-in at participating establishments.

Objectives: Here are some objectives for the Eat BMT Restaurant Week digital passport campaign:

To significantly increase local resident participation in Eat BMT Restaurant Week by effectively promoting the new digital passport, aiming for a target number of passport activations and restaurant check-ins.

To drive increased revenue for over 60 participating local restaurants during the event week by incentivizing resident dining through the allure of unlimited prizes via the digital passport.

To enhance resident engagement and satisfaction with Eat BMT Restaurant Week by providing a user-friendly and rewarding digital experience through the passport, fostering positive sentiment towards the promotion and local businesses.

To leverage multi-channel digital marketing strategies to maximize awareness and adoption of the digital passport, ensuring high impressions, strong social media engagement, and widespread media pick-up that highlights this innovative feature.

Cost: $5,000

Description: To improve local perception of Bryan as a vibrant destination, Destination Bryan launched a resident-focused campaign rooted in authentic storytelling and community pride. Anchored by the Ambassador Program, The Three broadcast sponsorship, and short-form digital advertising, the campaign empowered locals to rediscover their city and share their experiences across multiple channels. With over 90 program graduates, 1.4M+ content views (across broadcast and digital efforts), and a multi-million-impression ad strategy, the initiative turned residents into passionate advocates. As a result, resident sentiment visibly shifted, with increased community engagement, organic content sharing, and sustained demand for participation.

Objectives:

1. Improve local resident perception of Bryan as a vibrant, engaging destination worth exploring and sharing.

2. Increase community pride and advocacy by equipping residents with the tools, experiences, and narratives to confidently promote their city.

Cost: Ambassador Program: $10,000 The Three sponsorship: $25,800 Digital Advertising: $50,000

In-house or Agency: In-house

Description: With just two weeks' notice—and less than 48 hours to execute—we planned a concert and parade for Breanna Nix’s American Idol Top 3 hometown visit. We rallied partners like DISD, UNT, TWU, and local businesses, who enthusiastically jumped in with themed specials, live t-shirt printing, and a custom ice cream flavor. Marketing efforts, including a centralized event hub and downloadable fan kit, drove over 11,000 page views and brought 9,000 people to the square—an 86% increase from the year before. The event showcased Denton on a national stage and highlighted the power of community collaboration under pressure.

Objectives:

Showcase Denton on a national platform during Breanna Nix’s American Idol hometown visit.

• Rally community pride and support for a local artist achieving national recognition.
• Drive foot traffic to downtown Denton, supporting local businesses and creating economic impact.
• Foster collaboration among city departments, schools, and partners to execute a large-scale event under a tight timeline.
• Centralize and streamline communication through marketing efforts, ensuring the public had access to up-to-date event details.

Cost: $15,000.00

In-house or Agency: In-house

Description: Blending public art, education, and interactive tourism, the Field Guide to Birds of Downtown McKinney is a unique collaboration that has taken flight—literally and figuratively. Conceived by local artist Andrea Holmes in partnership with McKinney Main Street, the project involved painting life-sized Texas native birds on 32 buildings around McKinney’s historic downtown square. Each mural brings vibrant color, nature, and curiosity to the urban landscape. To transform this public art installation into a deeper visitor experience, the project was turned into a published paperback guidebook—A Field Guide to Birds of Downtown McKinney. Visit McKinney plays a key role in the project’s success, distributing the books free of charge to visitors and residents. The guide includes pages for each bird mural, along with collectible stickers that participants can pick up at the matching locations downtown, creating a scavenger hunt experience that encourages exploration of local businesses and public spaces.

To enhance the experience for younger visitors, Visit McKinney also designed and distributed foldable toy binoculars for kids, transforming the art walk into an interactive bird “watching” adventure. To further support and promote the project, Visit McKinney developed a dedicated landing page and created an interactive app-based tour that allows users to navigate the murals, read about each bird, and learn more about the participating businesses and locations.

The book’s official launch event was hosted at the Visitors Center, drawing 75–100 attendees to meet the artist, receive signed copies, collect their first sticker, and pick up their binoculars.

Since its launch, the Field Guide has brought a steady stream of families into the Visitors Center, We have given away at least half of the 1,000 books we started with and the summer is only just getting underway!

Objectives:

Encourage Exploration of Downtown: Drive foot traffic to 30+ locations around Historic Downtown McKinney through an engaging, family-friendly scavenger hunt.

Support Public Art and Local Artists: Showcase Texas native birds while promoting the work of local artist Andrea Holmes and downtown building owners who supported the project.

Increase Visitor Center Engagement: Use the book, sticker collection, and binocular giveaway to create a reason for families and individuals to return to the Visitors Center and explore McKinney further.

Leverage Digital Tools for Engagement: Support the experience with a dedicated landing page and interactive app tour, extending the reach of the project and making it easy for both locals and visitors to participate.

Create a Memorable Family Experience: Provide an educational, interactive activity that appeals to children and adults, encouraging bonding and learning through playful discovery.

Promote McKinney as a Creative Destination: Reinforce McKinney’s reputation for supporting the arts, community collaboration, and immersive visitor experiences.

https://www.visitmckinney.com/bird-guide/

Cost: Visit McKinney - $700 (binoculars); McKinney Main Street - $6,000 (artist fee/printing/stickers)

In-house or Agency: In-house

Description: Visit Pearland, alongside the City of Pearland, Pearland Parks and Recreation, the Pearland Chamber of Commerce, First United Methodist Church Pearland, the Pearland Economic Development Corporation, and the Old Pearland Farmers Market proudly hosted the first-ever Grand Arts & Eats festival on April 26, a vibrant new event celebrating the city’s creative spirit through art, food, and live entertainment.

Cost: $19,354 went towards event decor, printed materials, on site electricity, stage rental, the photo op element, and payment to local artists and musicians. $4,265 was spent in advertising and promotion of the event.

Description: The Plano Social Media Group, organized and led by Visit Plano, is a free, bimonthly networking and educational program that unites professionals from Plano’s hospitality, shopping, dining, entertainment, attractions, and small business sectors. Each session features high-profile organizations with expert-led presentations on actionable social media strategies.

Past topics and guest speakers:

A new partnership with the Plano Chamber of Commerce in 2024 has doubled attendance and expanded the group’s reach, while complimentary breakfasts create a welcoming and accessible environment. As the only free, regularly scheduled social media education program in the region, the group plays a vital role in strengthening community connections, sparking new partnerships, and enhancing Plano’s reputation as an innovative and collaborative city.

Objectives:

Elevate local businesses by equipping organizations with up-to-date social media skills to boost brand visibility and audience engagement.

Strengthen community bonds by fostering a culture of mutual support and collaboration among Plano businesses.

Enhance Plano’s reputation as a forward-thinking, connected destination through collective learning and innovation.

Build lasting partnerships that contribute to the ongoing growth and vibrancy of the Plano community.

Cost: $200 for breakfast, per event

Description: Visit South Padre Island partnered with Austin FC, Pantolones Tequila, and the South Texas Surfrider Foundation to host an Earth Day Beach Clean-Up that united residents around a shared mission of environmental responsibility. What began as a small-scale effort aimed at 50 volunteers grew into a powerful community event with over 160 participants. The campaign inspired pride, strengthened local engagement, and showcased the island’s commitment to preserving its natural beauty. It also generated over 20,000 views on Instagram and earned a social media shoutout from Matthew McConaughey, amplifying the voice of the local community on a broader stage.

Objectives:

1. Foster community engagement by encouraging resident participation in a local environmental initiative tied to Earth Day.

2. Promote environmental stewardship through hands-on action and education about beach preservation and marine debris.

3. Leverage strategic partnerships with Austin FC, Pantolones Tequila, and the Surfrider Foundation to enhance visibility and credibility.

4. Increase positive sentiment and pride among residents by uniting the community around a meaningful cause.

5. Expand social media reach and awareness of South Padre Island's commitment to sustainability.

Cost: $5,000

In-house or Agency: In-house