Public Relations - $1 Million and Over
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Public Relations - $1 Million and Over

Entries

Abilene Convention & Visitors Bureau

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Description:

Our entry highlights our successful endeavor in refreshing Abilene's tourism brand. It is a testament to the artful blend of tradition and innovation, leveraging historical elements and the essence of Abilene to resonate with our modern audience. Our approach has created a timeless, distinct identity that honors the city's roots while embracing its future.

Redefining Identity: Our priority was to shape a unique brand narrative for Abilene, capturing the city's distinct aspects and vision for the future.

Clear Messaging: Using the "destination promise," we maintained a consistent and clear brand voice across all platforms, aligning our organizational efforts and representing Abilene faithfully to engage our audience effectively.

Destination Promise: “Abilene represents the frontier spirit by honoring its heritage while embracing the future. Its storied past gives rise to a charming and flourishing historic Downtown Cultural District. Abilene’s authentic, welcoming sense of community and Texas traditions create enriching experiences and lifelong memories for visitors.”

Honoring Heritage & Embracing Future: Our rebranding interweaves Abilene's history and future, integrating iconic symbols like the buffalo with a modern narrative showcasing the city's resilience, evolution, and thriving sectors.

Community Engagement: We designed the branding to reflect community pride, fostering a stronger connection between residents and the city.

Promoting Abilene: The key aim was to position Abilene as a top choice for visitors, businesses, and potential residents through our rebranded imagery, encapsulating the city's unique offerings and quality of life. The refreshed brand, merging history and future, provides a fresh perspective that boosts civic pride and promises to elevate Abilene's tourism.

Objectives:
Our entry highlights our successful endeavor in refreshing Abilene's tourism brand. It is a testament to the artful blend of tradition and innovation, leveraging historical elements and the essence of Abilene to resonate with our modern audience. Our approach has created a timeless, distinct identity that honors the city's roots while embracing its future.

Project Costs: $25,000.00

Media Coverage:
https://tml.org/DocumentCenter/View/3602/042023TTC
https://dmou.podbean.com/e/116-robert-lopez-%E2%80...

In-house or Agency: Agency

Beaumont CVB

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Description:
The Beaumont Mural Festival was a collaborative event put on by the Beaumont Convention and Visitors Bureau and local business, Pour09 Rooftop Bar and Grill. 34 artists were brought in from all over the United States to enhance the mural scene in downtown Beaumont. Over a four-day period, artists worked on their murals while community members could visit and learn about their techniques, as well as their stories. The festival enhanced the visibility of Beaumont through the artists’ personal social channels, and incited media coverage, Tik Toks, and video footage. 17 new murals painted and when we ran out of walls, we created 10 installation 8ft x8ft cubes that were painted at festival site along with a car, 2 murals, and two 18-wheeler trailers. Kids were also allowed to paint and we shared the cubes among visiting and local artists.

Objectives:

To increase the mural scene in Beaumont with varying styles of art. Create a lasting effect of beautification in downtown Beaumont. Increase awareness of Beaumont through the channels of artists from across the country. Artists also went to 7 BISD public schools and did a demonstration introducing art and spray painting to the students.

There was over 3.4 million impressions across 24 artists' channels and 13 more artists that we were unable to record. Also an additional $2.5 Million in free publicity across an audience of 4.512 million.


Project Costs: $81,452.00

www.visitbeaumonttx.com

In-house or Agency: In-house

Grapevine Convention & Visitors Bureau

Description:
GrapeFest Press Release for the Grapevine Convention & Visitors Bureau. The Largest wine festival in the Southwest returns to Grapevine, Texas.

Objectives:
To promote GrapeFest in Grapevine, Texas.

Project Costs: $300.00

www.grapevinetexasusa.com

In-house or Agency: In-house


Visit Lubbock

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Description:
Lubbock, Texas is an unexpected destination offering visitors a cultural experience rich in history and talent through a myriad of mediums including music, art and food. Through both print and digital promotion, Visit Lubbock has marketed Lubbock to be a city that surpasses all expectation upon arrival. From world-class theaters that showcase national headlining tours and Broadway productions and new restaurants placing Lubbock on the map among larger cities with diverse and luxe culinary scenes to boasting the most live music venues per capita in Texas and producing over 90% of the state’s wine grapes, Lubbock has garnered national attention organically and through public relations efforts that have attracted regional, domestic and international travelers to the area.

Objectives:

Lubbock’s rise in tourism can be attributed its national recognition with two James Beard Award nominees for Best Chef: Texas, Chef Finn Walter of The Nicolett and Chef John of Chez Sami. The Nicolett was also featured in Bon Appetit’s 50 Best New Restaurants 2022. Rounding out Lubbock’s list of acclaimed chefs, Chef Angie Ragan was a semifinalist on Next Level Chef. Today, she is taking on the new challenge of owning her own catering company in Lubbock and partnering with local businesses to offer rich culinary experiences to the public.

Not only was The Brewery LBK named the Top Brewpub in the Nation by USA Today, but Good Line Beer Co, was also recognized as one of the Best New Breweries in Hop Magazine. Lubbock’s wine industry is bubbling over with recognition as local wineries such as McPherson Cellars continues to see success at national wine competitions like the Los Angeles International Wine Competition with a designated gold for the 2022 Albariño.

The Hub City has created a culinary destination worthy of all accolades, and continues to grow, adding more dining experiences downtown and around the city as Lubbock continues to see growth.

The Lubbock is Unexpected campaign involved print and digital efforts to highlight Lubbock, Texas as a hidden gem destination in West Texas that is worthy of all praises.

By hosting writers and creators to experience what Lubbock has to offer a traveler, Visit Lubbock was able to market the city to wide audiences they may not reach otherwise. In fact, some partnerships’ ad value estimates equated to 25 times more profitable than the initial investment.

Over the past six months, Visit Lubbock’s social media efforts have skyrocketed, gaining nearly 4,000 followers.

Each year, Visit Lubbock hosts press trips as well as individual writers from varying publications, and content creators. During this time, they are guided through an extensive itinerary showcasing Lubbock to the world.

Project Costs: $110,000.00

www.visitlubbock.org

In-house or Agency: In-house


Visit McKinney

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Description:
We created a special public relations event, #TheMcKinneyExperience Influencer FAM, in conjunction with our partners at McKinney Main Street. During the mid-April 2023 event, we hosted 30 Dallas-area social media influencers and writers. Both organizations have worked with influencers, of course, most often in conjunction with events. We both had lists of influencers we’d been following but hadn’t had the occasion to invite here. We approached the event differently than most influencer partnerships in which you pay them to create contracted pieces of content. We did not require any specific social media content but did ask that they tag our two organizations and use the event hashtag for anything they posted. Attendees were treated to an insider experience with food, beverages, time to shop (with a Downtown McKinney gift card provided by McKinney Main Street) and a tour of a not-yet-complete tourist attraction.

We combined our influencer wish lists, worked with downtown stakeholders to build the day’s itinerary, created an invitation and name tags, and put together swag bags. We used a social media consultant to send invitations and collect RSVPs as well as to track the final report of the influencer social posts. Our Main Street department also sent texts throughout the day as reminders of scheduled activities. (See the nametag photo attached to this entry to get an idea of the day’s activities, which were included on the back of the name tag so they’d have it with them for reference.) Whenever possible, we had business owners/managers welcome the influencers, really adding to the VIP feel of the event. The official itinerary ended at 2 p.m. but for those who had a little more time to spend, there was a behind-the-scenes tour of the new TUPPS Brewery and event venue facility.



Objectives:

Our objective was to meet and work with influencers, a mix of new ones with whom we hadn’t yet worked and some we had. We also used the event to introduce them to our Historic Downtown Cultural District (our most popular destination/attraction) and to give them an opportunity to meet some of the business owners to encourage future collaborations. We gave them an insider experience, food, and beverages as well as one Downtown Dollars gift card ($100 each) per influencer with which to shop in Downtown McKinney. In exchange, we collected a wealth of great social content to share that weekend and for many weeks to come. We also now have ideas about who we’d like to invite back for one-on-one partnerships in the future. At Visit McKinney, we enjoyed an increase of about 300 Instagram followers that weekend and several hundred more over subsequent weeks as the influencers continued sharing content. Following the event, some of them have invited us to collaborate on posts about McKinney restaurants and attractions, even as recently as mid-June. The total cost for the event, divided by the number of influencers who attended, comes to $220 per attendee, much less than we would have paid just one influencer, and our two organizations reaped so many benefits, too! It was well worth the cost.

Feedback from some of the attendees solidified with us that we had met our objective.



Project Costs: $6600 – that cost was split evening between Visit McKinney and McKinney Main Street.

In-house or Agency: In-house

New Braunfels CVB

Description:
Influencers who participated in last year's award-winning Wurst fest returns campaign were cost-effectively re-engaged to promote this year's date, ticket sales and free admission, associated lodging and activities and more!

Objectives:
Engage a key San Antonio influencer to promote Wurst fest in an authentic way while also enticing visitors with incentives through a contest resulting in over 6k engagements.

Project Costs: $1,000.00

playinnewbraunfels.com

In-house or Agency: Agency

Waco Convention & Visitors Bureau

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Description:
Waco has gone all-out to promote the Total Eclipse Over Texas: Live from Waco event. We have partnered with Lowell Observatory (discoverers of Pluto), Baylor University, and the Discovery Channel, which will stream the event live. We co-produced two press conferences, a town hall, and press releases to promote the event, in addition to handing out stickers at SXSW and IPW, creating a website athttps://eclipseovertexas2024.com,creating fact sheets, and many other promotional avenues.

Objectives:
Raise awareness of the April 8,2024 total eclipse to stimulate ticket sales and travel to Waco

Project Costs:$331,000.00

In-house or Agency: Agency
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