Leisure/Tourism Marketing Campaign

In-house

Description: In 2020, Bastrop went through a multi-step certification process to become a certified Texas music community. This certification process included hosting a Texas Music Office sponsored Music Friendly Community workshop, establishing a Music Office/Liaison that is responsible for monthly reports concerning local music industry development, registering with the Texas Music Office’s Texas Industry directory, demonstrating partnerships with community music-related 501 c3 nonprofits, collaborating with music education programs, and creating an advisory board with local music stakeholders.

As a result of this campaign, Bastrop was named the fifteenth Music Friendly Community in the state of Texas by the Texas Music Office. More recently, Visit Bastrop has highlighted a Tiny Boats Session, which can be viewed on the Bastrop Music Network YouTube page (link uploaded).

Objectives:: -Promote Bastrop’s diverse music scene -Grow music scene by fostering economic development in Bastrop -Send a clear message to industry professionals that Bastrop is serious about attracting and developing music industry growth

Project Costs: $0

In-house

Description:: Temple is not blessed with a wide range of natural or man-made attractions. We don’t have natural attractors such as mountains, canyons, oceans, beaches, or picturesque historic districts. We also don’t have large man-made attractions such as iconic theme parks or entertainment districts.

What we do have are experiences. Experiences that are a unique as the individuals enjoying them.

We researched the best ways to encourage visitors and locals to share their Temple experiences. It became clear that the integration of CrowdRiff with our new destination website was paramount to the campaign’s success.

We developed a unique campaign brand, designed limited edition Discover Temple SWAG (t-shirts, stickers, etc.) and printed cards with a specific QR Code with campaign details.

http://url325.tacvbideafair.org/ls/click?upn=Vydm2x7lpKigpJX3195W1-2BTJJJYDO4cm5aPWnHAJghT7Mr7J5gfTYxyp-2FJThpZiemzJU3XJAhmunLLffA-2FVya3g8IuXjhpooT7XtJ52w7jxiEra1EeXnizqZjE8iXy8R4uyoi0fjhpYgaAfm6-2BqPVg-3D-3DC1zv_7EIeGEf8i6tN-2FmcvBhUuoyYURnuho1mVhZFpQp9TEWVOsD93uOwpkB-2Bkpyb-2Bj4wPC0qF0HjPq9mrszf8woceZbhyDtkSsNAEB-2FfGylboxlwFsnvGtORIHB0lN88WVY-2FyBTBAAvpaBHVSwVuU0mMb-2F6eEPKtMxhvV4PUG2Ir8e5-2FsrZVbUSflObeVUEyqUDLyqwO3cydwJTteF88Oq6kP4A-3D-3D

Objectives: To market the campaign we have a schedule of pop-up exhibits and interactive appearances at local events.

We developed and placed print ads, digital ads including digital billboard, and is featured in our local chamber’s annual business directory, sidewalk decals, and on kiosk signage.

Project Costs:: $2,200

In-house

Description:: The Victoria Convention and Visitors Bureau enhanced our ability to market Victoria as a top outdoor recreation destination by developing a seldom-used City of Victoria asset, the historic Hiller House, into a birding destination. The deck at the rear of the house, which faces the expansive Athey Nature Sanctuary, was repaired, fitted with custom interpretive displays and large maps, provided with seating, flowering plants, and signage, and feeding stations for a variety of species of birds was installed. A grand opening event was held on April 23, 2022.

Objectives: Birding is a rapidly growing activity, not just in Victoria but in the state of Texas. Victoria has abundant resident and migratory species, but there was no location from which one could begin their birding experience in Victoria. The Athey Nature Sanctuary Birding Deck not only features information about birding hotspots in nearby Riverside Park, but also features other birding points of interest in the region. By having an asset that we can point visitors to when they come to visit Victoria for birding, we can better market that experience in our community.

Project Costs:: Approximately $5,000.00

In-house

Description:: Band Together on the Square

Date of Execution: 05/06/21

Description:

While our Downtown Square underwent renovations, our merchants were concerned that construction would deter patrons.To encourage and direct foot traffic to downtown businesses during a legacy improvement project, we created a new concert series.The concerts focused on local bands and singer-songwriters setting the stage for music lovers to recognize Garland as a music destination where they can catch on-the-rise artists.Band Together on the Square featured Downtown Garland as a diverse musical experience that was perfect for a carefree summer vibe and lots of local love

Concerts began in May and continue every Friday night through the end of September.

Why this worked:

To drive the point that patrons could still navigate around construction we placed the music event in our small pocket park.Hungry? Thirsty? Shopaholic? Messaging encouraged visitors to stop by our local downtown eateries for delicious on-the-go concert meals and pop into local boutiques before, after, or between sets. Downtown merchants united in sharing the message about the event, along with parking and specials.

MARKETING:

RESULTS:

Avg. time on Page 00:03:43

Page views: 2.3K

Attendance: The concert attendance averages at 100+ during the first seven concerts.The concert will continue through September and we expect the attendance to continue to rise.

COSTS

Artist and Marketing costs combined: $17,000

Objectives:: To drive the point that patrons could still navigate around construction and encourage them to dine and shop in downtown.

Project Costs:: $5,800

In-house

Description:: Hundreds of bird species stop in League City during spring migration. The CVB encouraged visitors and locals to discover more about spring migration and the migratory birds coming to the area.

Promotions included a Birding Challenge Card that allowed participants to earn their Birding Badge sticker and souvenir magnet

The campaign included a month of special events and activities designed to educate and inspire a love of local birding. Events Included: Film, Food Trucks and Features, Wildlife Stewardship Presentation, kid-friendly birding activities, Facebook Live Chat with Houston Audubon Birding Expert, Houston Audubon’s Bird-friendly spaces program, and a Bird Walk for Adults.

The city issued its first Lights Out League City proclamation to further its bird-friendly efforts and outreach. News coverage from The Galveston Daily News and KHOU11 provided added exposure.

Objectives: Drive awareness of birding locations.

Increase traffic to CVB website.

Build tourism offerings for birders

Educate target audiences about birding opportunities in and around League City and the Bay Area of Houston.

Project Costs:: Printing, Advertising and Event Costs: $25,000

In-house

Description: In 2021, we launched a Leisure Travel Guides campaign, which features both seasonal tourist attractions in Tyler as well as year-round tourist draws. For example, one of the Travel Guides was a Rose City Trail, which highlighted 20 rose-themed experiences you can find in Tyler, Texas, the Rose Capital of America. Other themes have included a Summer Splash Guide, Valentine’s Date Night Guide, Pumpkin Spice Trail, Fall Colors Guide, and Holiday Cup of Cheer Trail. For each of these, we designed a digital guide that was housed on our website, as well as a coordinating Instagram Guides. We frequently drove visitors to these guides by mentioning them in social media posts and linking our Instagram stories to them

Objectives:: The goal of our Leisure Travel Guide campaign was to highlight fun, unique things to do in Tyler, most of which already existed but weren’t being marketed as an experience. To execute this no-cost promotion, we chose an Insta-worthy theme and then reached out to local businesses and attractions to build a travel itinerary around that idea. As the Rose Capital of America, we were able to underscore our brand with the Rose City Trail guide and show visitors there are more ways to experience the Rose City beyond walking through the Tyler Rose Garden. With dozens of coffee shops and restaurants serving pumpkin flavored drinks and dishes, we decided to round them up, promote them as a Pumpkin Spice Trail, and capitalize on the current obsession with fall. Many local businesses and social media influencers promote our Guides and share their experiences as they complete each list, which leads to earned media for Visit Tyler on blogs and social channels.

Project Costs: $0

In-house

Description:: Main Street Fest is one of the many festivals & events that happen throughout the year in Grapevine. The Grapevine Convention & Visitors Bureau is unique in the sense that the bureau actively develops, manages, promotes and oversees all phases of the festival.

This year's festival was the first full festival since 2019. There was a lot riding on the success of this year's festival and after developing a multi-channel paid media campaign, Main Street Fest became one of the most successful festivals in history!

Objectives: The core objective is to generate interest and welcome guests to this year's Main Street Fest.

Second to welcoming thousands of people to this year's festival, it's all about making sure the festival provides an economic impact through revenue generation.

And lastly, Main Street Fest gives us the unique ability to promote your destination to those that may or may not have come to Grapevine in the first place.

Project Costs:: $125,000 in paid media costs

Description:: There's only one "S" in New Braunfels and there's only one "S" in Summer! Summer advertising showcases the variety of reasons to visit New Braunfels with "S" as the common thread, while reminding folks how to spell our name. This campaign permeated numerous mediums ranging from broad to targeted; TV/Streaming/Cable in Dallas and Houston (est. total impressions 11.6M), Outdoor in Dallas and Houston, Social and Hulu in Dallas/Houston/Austin/San Antonio/Waco/Harlingen/Corpus Christi (campaign wrap up not yet received), to print including AAA Explorer Texas (circulation 1,200,000) and New Braunfels Monthly to reach once in-market

Objectives: Encourage visits to New Braunfels for a variety of reasons; water, rivers, waterparks and more are an important part of summer, PLUS there’s even more to do!

Remind high propensity markets that New Braunfels is a great option, and test markets with emerging interest.

Set the record straight; there’s only ONE “S”!

Project Costs:: $385,000

Agency

Description:: The ‘This or That’ Campaign welcomes people to South Padre Island and illustrates that tourists can leave their stress at the door and step into the sea of easy. The campaign features choices tourists will have to make, but they will always be correct whichever they decide. Because with countless fun and fascinating ways to rest, play and rejuvenate, you can’t go wrong with your travel decision to South Padre Island.

Objectives: Develop and execute a targeted, full-funnel approach that will educate our audiences about South Padre Island. While establishing the Island as a desirable and authentic destination that offers options beyond the “sameness” of competitor destinations, leading to an increase in tourist visitations and overnight stays while stimulating the overall economic impact.

Project Costs:: $717,202.35

Agency

Description:: Port Aransas, Texas wanted to interact in person with a key demographic to keep the island top of mind for past visitors and introduce new travelers with a chance to experience a day in Port A, and so the activation event at the Domain NORTHSIDE in Austin, Texas was born. The event featured everything from getting your photo taken on the custom Port Aransas golf cart, to engaging with a live sandcastle sculptor while island music played in the background, to beach games (cornhole) on special Port A logo boards. Through this experience, we increased brand awareness with the correct audience, helping them start a new tradition for family and leisure getaways. Anecdotally, a family who attended the activation and spoke with us ended up purchasing an $830,000 condo in Port Aransas from a local developer without ever having stepped foot on the island.

Objectives: The stated objective of the campaign was to increase destination awareness to a recovering pandemic market. North Austin was chosen based off device tracking for visitation volume, tracking of credit card spend, and heat mapping of zip codes for short term rental spend. Measurables of success for the day included the number of email addresses collected from attendees, pieces of logo swag distributed, number of photos taken on the photo booth, and attendees at the evening margarita event.

Project Costs:: Actual Expenses

Event Space and Onsite Services:$23,927

Media & Marketing: $30,396

Custom Port A Giveaways / SWAG:$ 9,869

Teams travel expenses: $ 2,300

Event services, planning and execution:$16,623

Total Activation Expenses:$83,115

Agency

Description:: Next to Christmas, Semana Santa is the 2nd most widely celebrated holiday in Mexico. 2022 marked the first Semana Santa where the Mexican non-essential land traveler would be allowed to cross into the United States after 19 months. Due to the 19 month-long travel restrictions, and Laredo's geographical location along the Mexican border, Visit Laredo created a tourism campaign geared towards a target audience who would be traveling during Semana Santa

Objectives: To increase visits from the Mexican traveler to Laredo, Texas and increase Laredo's brand awareness in Mexico, specifically Monterrey and Mexico City.

Project Costs:: $35,000

In-house

Description:: “Bon Temps” or “Good Times in Beaumont” is a phrase used by the Beaumont CVB for opportunities that visitors could have when visiting Beaumont. With Beaumont’s location next to the Louisiana border, we played on that with “Bon Temps Beaumont. Let the Good Times Roll, Y’all!” At the height of the pandemic, “Good Times Ahead” was used in Beaumont CVB marketing efforts as a way to look forward to the trips they could make when visiting Beaumont in the future. Then it switched to “Good Times Ahead, Right Down the Road” when our marketing efforts switched to the drivable market. “Good Times” has been used in various ways through advertising, local partnerships, Beaumont Restaurant Week, and more.

Objectives: Brand Beaumont with Louisiana/Texas, Cajun and Texan through “Bon Temps Beaumont, Good Times for All Y’all!” Inform visitors that Beaumont is Cajun fun and that that influence is throughout our area. Encourage visitors that Beaumont is a great place to visit.

Project Costs:: Ad pricing varied

Agency

Description: As the world began to evolve at the onset of the pandemic, Corpus Christi saw an opportunity to evolve itself as well – to not be just another beach destination known only by Texans, but to become a nationwide beach destination known as the Gulf Coast Capital. While we have some of the best windsurfing in the world, and are home to Tejano music legend Selena and the Texas-favorite burger chain Whataburger—as a brand, we didn’t have much character of our own. To position Corpus Christi as the Gulf Coast Capital, a year-long tourism destination with unique outdoor recreational experiences, we developed a full-funnel marketing plan focused on growing the brand beyond traditional regional reach, driving engagement, and ultimately influencing measurable overnight visitation from core audience segments to the Corpus Christi area and extending their length of stay.

By analyzing historical data and conducting research studies, we developed new audience personas and identified key fly-and-drive markets to reach these audiences, aligning the essential assets and values of Corpus Christi with our overlapping core values—connecting functional and emotional benefits for visitors.

The “Coast Like a Texan” integrated marketing campaign gave Corpus Christi a rallying cry. As a coastal city in Texas, we can own the fact that we “coast our own way” and encourage visitors to do the same. Only with that attitude can we plant their flag in the ground as the Gulf Coast Capital, owning a bigger concept and definition of what Corpus Christi represents and has to offer. Now, Corpus Christi is THE beach destination to visit along the Gulf, claiming our stake as the Gulf Coast Capital.

Objectives: The campaign used adaptive content that was customized toward four target audience segments based on the travelers’ interests, demographics and stage of the purchase path (i.e., new consumer prospecting, building consideration for those with intent to travel and/or driving conversions) to ensure the right messages were reaching the right people at the right time. We increased our spend and frequency in new markets to introduce the brand campaign, utilized high-impact placements to deliver a strong first touch and set the stage for sustaining media to drive seasonal visitation.

In order to gain attention from these visitors, we provided a media investment that encompassed a full-funnel approach, taking the fresh rebranding to new levels, reaching incremental audiences in opportunity markets and driving engagement on the new website. We utilized channels with increased engagement and ensured investment levels aligned with current consumption habits, all while focusing spend on digital platforms to maintain flexibility and drive consumers to Corpus Christi.

This campaign ran programmatically across online travel agencies to tap into travel intent and booking data, mobile display, digital out-of-home, rich media, connected TV, streaming audio and print, and across social media including Facebook, Instagram, TikTok and Pinterest. Weather-triggered rich media used Corpus Christi’s constant sunshine and warmth to appeal to consumers from other markets and their desire to get away to the beach. The campaign also extended to Visit Corpus Christi's owned efforts, used to launch a new look and feel from everywhere including their website, marketing materials and the transformation of our Visitor Information Center.