Description: Visit Rockwall launched the “Meet in Rockwall – Where Meetings Make Waves” campaign to position Rockwall as a dynamic and accessible destination for meetings, conferences, and sporting events. Centered around the city’s scenic lakeside venues, growing hospitality infrastructure, and small-town charm, this unified campaign targeted meeting planners and event organizers across Texas and surrounding regions.
The campaign’s single, unified theme focused on blending professional functionality with Rockwall’s unique waterfront and downtown appeal. The messaging emphasized that in Rockwall, events don’t just happen—they leave a lasting impression.
Marketing Channels & Tactics:
• Website: Dedicated meetings page featuring venue specs, RFP tools
• Digital Ads: Targeted display ads on LinkedIn and Texas Meetings platforms.
• Email Marketing: Monthly e-newsletter to curated lists of meeting planners and industry contacts.
• Tradeshows & Sales Outreach: Presence at Southwest Showcase, Texas Society of Association Executives (TSAE), and MPI Dallas/Fort Worth chapter events with a refreshed booth and collateral.
Results:
• Impressions: Over 415,000 digital impressions
• Email Open Rates: Averaged 36%, exceeding industry benchmarks
• Leads Generated: 18 qualified RFPs from meeting planners
• Confirmed Events: 5 conferences and 1 sports event secured for 2024–2025, generating over 300 room nights
• Social Engagement: +27% YoY increase in LinkedIn and Facebook engagement related to meetings content
Objectives: The “Meet in Rockwall” campaign successfully showcased the city as a premier location for small- to mid-size gatherings. By blending visual storytelling, strategic outreach, and local pride, Visit Rockwall elevated its presence in the competitive meetings and events market.
Project Costs: $50,000.00
In-house or Agency: In-house