Meetings & Events Promotion - $1 Million and Over
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Meetings & Events Promotion - $1 Million and Over

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Abilene Convention & Visitors Bureau

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Description: The Make History campaign was designed to elevate Abilene’s appeal as a premier meetings and events destination in Texas. Centered around the bold and memorable slogan Make History, the campaign highlights Abilene’s unique blend of Texas heritage and modern capability. It invites planners to see their event not just as another meeting, but as a moment that becomes part of something bigger…Abilene’s story.

Objectives: The Make History campaign was designed to achieve the following key objectives:

1. Position Abilene as a purpose-driven meetings destination—not just a place, but a city where events become part of a larger legacy.

2. Deliver clear, compelling messaging that resonates with meeting planners and reinforces Abilene’s strengths, including location, charm, and support.

3. Execute a cohesive, multi-platform campaign that reflects strategic thinking and elevates the city’s reputation within the competitive meetings and events market.

By combining professional branding with thoughtful storytelling, the campaign sought to not only attract new meetings and conventions, but also to reinforce Abilene’s identity as a city where events make a lasting impact.


Project Costs: $20,000 (includes media buy & creative production)

In-house or Agency: Agency

Beaumont CVB

Description: Sending You A Taste of Beaumont: Direct mail campaign designed to target state & national organizations. This campaign is an extension of the Bring it to Beaumont initiative.

Boxes were mailed to 30 convention clients with contents of an in-house created Plan A Meeting in Beaumont information card, a crawfish jambalaya recipe card and a spice rack filled with four bottles of assorted TexJoy seasoning blends. The TexJoy line of spices is manufactured and distributed by Texas Coffee Company, which began in Beaumont, Texas in 1921.

Beaumont will cook up a Great Convention, made to order.

Here’s a little taste of what Beaumont has to offer. Use the enclosed mix to make a Beaumont favorite, crawfish jambalaya. This Cajun dish can be served using sausage, chicken, or shrimp as well. It is just one of many delicacies just waiting to be sampled on your visit here. Try it with our compliments. Bon Appetit!

The packages were shipped to existing and new clients. Followed up with confirmation emails from the Beaumont CVB Sales Team.

Objectives:

To promote Beaumont as a meetings and conventions destination.

To highlight our six “A’s” of Why Choose Beaumont:

o Affordability

o Accessibility

o Accommodations

o Attractions

o Activities

o Authority

Results:

Received responses from 21 meeting planners

Booked 13 Sales call appointments

Received (4) RFP’s with a total of 1880 room nights and estimated economic impact of $711,000.

The city of Beaumont is selected as host city for:

o May 2025 American Legion and Auxiliary Division 2 Annual Spring Convention with 80 room nights and an estimated economic impact of $51,000.

o 2027 County & District Clerks Association of Texas with 900 room nights and an estimated economic impact of $225,000.

Project Costs: $1,200


In-house or Agency: In-house

Visit McKinney

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Description: In response to significant upgrades to McKinney’s athletic venues, including professional-grade soccer fields and newly enhanced tennis and pickleball facilities, Visit McKinney developed a creative marketing piece tailored specifically to sports event planners: the Top Sporting Facilities Trading Card Deck.

Inspired by the nostalgic look and feel of traditional baseball cards, each trading card features a high-quality photo of a McKinney sports venue on the front and detailed facility specs on the back. These include field and court counts, surface types, seating capacity, and on-site amenities, giving planners a quick, visually engaging reference tool that stands out from standard brochures.

The trading cards are packaged in foil branded card sleeves to mirror traditional retail card packs. Each deck includes a 2-sided folded insert with a snapshot of McKinney as a sports destination and a QR code that leads directly to a custom-built landing page on Visit McKinney’s website: visitmckinney.com/sports/top-sporting-facilities

This landing page offers expanded details on each featured facility, along with links to past or upcoming events held at those venues, helping planners envision the scale and quality of tournaments McKinney can host.

Objectives:

  • Increase Awareness: Capture the attention of sports event planners in a unique, memorable way that distinguishes McKinney from other destinations.
  • Promote Upgraded Facilities: Highlight recent improvements to McKinney’s sports infrastructure and position the city as a competitive option for regional, national, and international sporting events.
  • Drive Web Engagement: Guide recipients to a tailored landing page to provide deeper information and encourage direct planner engagement.
  • Support Sports Tourism Growth: Ultimately attract more tournaments, games, and sports events to McKinney, boosting overnight stays and local economic impact.
  • • Create a Conversation Piece: Deliver a tangible, collectible item that stands out from traditional mailers and encourages planners to interact with and retain the material. (This definitely was achieved as all the planners who've received them rave about how different and cool they are!)

    Project Costs: $1,350 - printing and shipping; design was done in-house

    In-house or Agency: In-house

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