Description: In 2024, the Corsicana CVB launched its most comprehensive tourism effort to date: the “Perfectly Placed” campaign, developed as part of a 3-year strategic tourism plan. Driven by visitor impact data research, the campaign highlighted Corsicana’s location between Dallas, Houston, Waco, and Tyler as a natural hub for travel, encouraging exploration beyond the highway. A six-part video series anchored the campaign using the acronym “PLACED” (Parks, Lakes, Arts, Culture, Events, Diversity) to spotlight key attractions and respond to community input around showcasing local culture and inclusivity. Authenticity was key; each video was designed to feel rooted in Corsicana’s identity while inspiring both residents and visitors.
The campaign deployed a cross-channel strategy including digital and print ads, visitor collateral, billboards along I-45 and Highway 31, and various statewide media partnerships, including but not limited to Expedition Texas, Texas Monthly and Travel Texas. Since December 2024, it has generated over 1.2 million impressions through digital and television placements such as YouTube, CTV, Pandora,, mobile targeting, and statewide television commercial spots across multiple networks. The 30-second YouTube video alone achieved 49,000+ views, a 96% retention rate, 407 hours of watch time, and a 5% CTR. On social media, the video series received 23,500+ views, with over half of the audience composed of non-followers, indicating strong outreach to new audiences. The campaign has been embraced by the community and is currently under consideration by city leadership for broader municipal branding use.
Objectives: -Execute the CVB’s 3-year strategic tourism plan by strengthening Corsicana’s digital media presence.
-Reinforce Corsicana’s positioning as a convenient and attractive destination for regional travelers.
-Use traffic and visitor data to build a campaign that mirrors actual visitor behaviors and interests.
-Raise awareness of under-promoted tourism assets through a structured, thematic video campaign.
-Reflect community feedback by highlighting diversity and cultural richness throughout the campaign.
-Integrate a unified theme across all marketing touchpoints including print, digital, outdoor, and partnerships.
Image Supplementals:
Print and Digital Ads: This image showcases a selection of “Perfectly Placed” ads used across both print and digital platforms. Each piece emphasizes Corsicana’s unique geographic appeal, highlighting its accessibility and positioning as an ideal weekend destination between major Texas cities. The unified branding and clean visual identity helped increase ad recall and contributed to stronger engagement across partner platforms.
Spring Day Getaway Feature – Texas Monthly: Featured in Texas Monthly’s Spring Day Getaway spotlight, this placement provided a high-impact moment for Corsicana to reach leisure travelers statewide achieving an estimated 180,000+ impressions. The content positioned Corsicana as a culturally rich, easily accessible destination with a vibrant mix of experiences. This premium placement supported the campaign’s credibility and reach as part of a strategic media partnership with Texas Monthly.
YouTube Video Snapshots: This collage from the video series captures the heart of the campaign—community stories, authentic experiences, and under-promoted local assets. The campaign’s tone and content reflect local pride, celebrate diversity, and resonate with both residents and new audiences.
Project Costs: $156,000
In-house or Agency: In-House