Leisure/Tourism Marketing Campaign - $501,000 - $1 Million

Description: The Brownsville Convention & Visitors Bureau launched a dynamic Tourism Campaign to promote Charro Days Fiesta and Sombrero Festival and reintroduce the city as a premier travel destination in South Texas. Centered around Brownsville’s rich culture, nature, and history, the campaign included integrated digital media, storytelling, and regional partnerships. Its goal was to increase visitor engagement, elevate the city’s brand visibility, and drive overnight stays. The campaign successfully captured the attention of national and international audiences reinforcing Brownsville’s appeal to leisure travelers. Objectives: The primary objectives were to increase brand awareness, drive overnight visitation, highlight key attractions, and position Brownsville as a must-visit destination for leisure travelers.

Project Costs: $15,000

In-house or Agency: In-house

Description: In March 2025, we rolled out a fresh marketing push for Visit Cedar Hill. We created a new visitor guide, matching handouts, and ads in Texas Parks & Wildlife, all with the same look and message. Every photo and write-up used local talent—city staff, volunteer board members, and other hometown faces—and all design work was done in-house, while printing went to a nearby shop. The pieces now sit in four Texas Travel Information Centers, with four more set to add them by year’s end. Over 1,000 guides are in circulation. Objectives: Our goal was to boost leisure tourism by showing real people enjoying real Cedar Hill experiences. We wanted one clear visual theme so visitors could spot our materials instantly, whether flipping through a magazine or grabbing a brochure on the highway. By featuring local faces, we aimed to build community pride while keeping costs low through in-house production. Expanding into statewide travel centers increases Cedar Hill’s visibility and draws more day-trippers and weekend guests.

Project Costs: $10,000 - $4,000 for printing and $6,000 for photography

In-house or Agency: In-house

Description: MUMENTOUS is a bold, multimedia marketing campaign celebrating the Texas high school tradition of homecoming mums through a uniquely Garland lens. Developed in partnership with Heritage Crossing, the campaign began when Visit Garland was approached for creative marketing support to amplify this uniquely Texan cultural tradition. The campaign mixed humor, heart, and history to connect with both longtime Texans and curious first-time observers across the country. Objectives: The primary goal of the MUMENTOUS campaign was to elevate Garland’s tourism profile by spotlighting an iconic Texas tradition—homecoming mums—through a culturally resonant, visually engaging, and digitally distributed storytelling experience. The campaign was designed to serve two key audiences: Texans with a nostalgic connection to mums, and out-of-state travelers unfamiliar with the tradition but intrigued by its scale, creativity, and local impact.
Project Costs:

In-house or Agency: In-House

Description: In 2024, Visit Mesquite launched the Mesquite Rodeo Content Creator Campaign to reach a younger, more digitally engaged audience and redefine what an experience in the Rodeo Capital of Texas could mean. Over the 13-week rodeo season, we partnered with social media creators to generate authentic content that ultimately earned over 2 million views on Facebook and Instagram. The campaign attracted major influencers, including Jace & Josh from the UK, and produced evergreen content that continues to drive awareness and engagement. The results were amazing: a 19% increase in rodeo attendance, a younger average audience age (average age reduced by 2 years), and a record-breaking season for Mesquite’s main leisure attraction. Objectives:

Expand rodeo visibility beyond traditional audiences by targeting younger and niche markets through influencer partnerships.

Reinforce Mesquite as the home of a “Rodeo Capital of Texas” through a consistent, creator-driven campaign theme.

Increase overall rodeo attendance and lower the average age of visitors.

Generate high-performing, evergreen social media content to enhance Mesquite’s long-term online presence.

Attract travel influencers and content creators with broad reach to amplify campaign impact.

Drive measurable engagement through impressions, shares, and follower growth across Facebook and Instagram.

Project Costs: $25,000

In-house or Agency: In-house

Description: Visit Nacogdoches ran a Winter and Spring campaign with Travel, Taste & Tour Magazine highlighting Nacogdoches as the Garden Capital of Texas and a Spring destination. The campaign utilized both print and digital advertising, as well as sponsored social media posts. The sponsored post received almost 72,000 views, over 3,000 likes, 58 comments and 177 shares to audiences outside of Nacogdoches. The Spring ad that immediately followed had 40,000 views, almost 2,000 likes, 35 comments and 171 shares.

Objectives: To explore a new potential audience for advertising, and to highlight our destination with stunning photography.

Project Costs: $6,000

In-house or Agency: In-House

Description: Cowboys and Creatives is a strategic marketing effort to blend San Angelo's rich cowboy spirit and heritage with the appeal of our immense creativity. Almost immediately upon launch, the response was tremendous, and earned the support of our entire community to help share what makes our city so special. We took it one step further by partnering with three local Professional Rodeo Cowboys Association tie down ropers (Ty Harris, Joel Braden Harris and Dylan Hancock) in their pursuit of a world championship. These three phenomenal young men went on to win 6 out of the 10 rounds at the National Finals Rodeo, each with the Discover San Angelo badge on their chests, and San Angelo was unofficially dubbed the Tie Down Roping Capital of the World.

Objectives: The intent is to draw travelers and tourists to San Angelo, provide the highest levels of hospitality and immerse all who travel here in our cowboy spirit and incredible arts scene. As we have continued to market Cowboys and Creatives, we anticipate that our Social Media traffic will continue to improve, just as it did right after our partnership with our three local cowboys was solidified.

Project Costs: All in costs were just under $45,000.

In-house or Agency: In-House