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Home > View & Vote > COVID-19 Messaging > 2020 COVID-19 Messaging - Under $1 Million

2020 COVID-19 Messaging - Under $1 Million

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City of Alpine

1 of 5

Description:

We created the 1 on 1 on 1 Livestream Music Festival to fund-raise for local relief, promote our area musicians, and as part of our communications efforts to provide inspiring and entertaining non-travel content during the pandemic. 11 hours of music (37 live and pre-recorded performances, almost all by solo musicians sheltering at home) were streamed over 2 days with all donations split between the Big Bend COVID-19 Pandemic Relief Fund and the musicians (many of whom were also in need of financial assistance). We got coverage on texashighways.com through press releases, promoted heavily (for little old Alpine) on social media, and raised $7,455 in online donations.

Objectives:

1. Keep Alpine visible to the rest of the state without actively promoting travel during the lockdown.

2. Help to raise funds for a local relief fund to directly assist residents who lost jobs and/or income due to the pandemic.


In-House

Project Costs:: Social Media and Digital Ads: $865 In-house staff time & volunteers provided all graphics, promotions, PR, and event coordination.

Discover Denton

Description: Discover Denton created a user-generated social media campaign, the DENTON QUARANTUNES, to develop an engaging experience for our local artists. With music venues being closed due to Covid-19, the team wanted to find ways to support our artists and bring awareness to their music. Songs were shared on all social media channels.

Objectives: To support our local musicians during a global pandemic, Covid-19.


In-House

Project Costs: $100

Mesquite Convention & Visitors Bureau

Description:

The COVID-19 pandemic shook the American economy, specifically the travel industry. On May 5, as Texas began to re-open slowly, the Mesquite CVB team was one of the first in the state to push out a message of hope and community to navigate this unique and challenging time.

In tandem with this video, the Mesquite CVB launched VisitMesquiteTX.com/EatLocal to support local restaurants and bring awareness to the drive-thru and delivery options. To complete this landing page, the team called more than 200 restaurants to verify information such as delivery, takeout and if the business was closed. We then took this information to create an in-depth spreadsheet and landing page.

Objectives:

• To inspire visitors to seek the authentic Texas experience when they are ready to travel again through imagery and overall messaging.

  • To make residents aware of the importance of supporting local business and dining at local restaurants through takeout and delivery.
  • To be a source of information to the public in regards to which business and restaurants were open and offering special deals.

  • Agency

    Project Costs: $36,000- under current Videographer of Record contract

    Nacogdoches Convention & Visitor's Bureau

    1 of 5

    Description: The Nacogdoches CVB created "We Bend Not Break" to boost community morale when the pandemic began. The play on words is derived from Pine trees (well known in the Nacogdoches area) swaying in bad weather, but still standing tall when the storm is over. The message was well-received and used by the local United Way as well as hospitals and doctors offices in the area. The local newspaper printed a pull-out version for businesses to display in their windows.

    Objectives: Community morale, togetherness, support

    In-House

    Project Costs: $500

    Visit Addison

    1 of 5

    Description:

    After the much publicized DFW Blue Angels flyover was not visible in Addison, we decide to partner with one of our attractions, Cavanaugh Flight Museum, to show how much we appreciate all our first responders, front-line medical workers and essential employees during the Covid-19 crisis. “Addison’s Salute to Heroes” flyover that took place on Friday, May 22. The flyover consisted of a collection of the historic warplanes from Cavanaugh’s extensive collection, including a B-25, P-40 and T-6 formation, as well as a rarely seen privately owned Beechcraft Starship (one of four in the world) and the T-37 Tweet owned by the Service Air Corps. We garnered a lot of media coverage for this event including the front page of the Dallas Morning News and AP North American Photo of the Week. Graphics were created by our agency; staff organized the event.

    Objectives: To create a positive event that honored first responders, front-line medical workers and essential employees during the Covid-19 crisis while also creating awareness for the town and one of our attractions, Cavanaugh Flight Museum.


    Agency

    Project Costs: $1,200 for creative, social sponsored posts and boosts. Addison Airport partnered with locally-based Million Air to provide fuel for the flyover. Pilot time was donated.

    Visit Granbury

    Description: Print and Electronic Signage encouraging WearAMask #granburylove. These graphics were sent to electronic marquees, billboard, printed on signs, and placed around town to encourage the community to wear a mask. The #granburylove hashtag promotes a positive message "We are in this together" and we need everyone to cooperate to keep businesses open and bring our tourism back.

    Objectives: To unite the community to do what needs to be done to keep our community safe during the COVID pandemic. Wear a mask now, so we can get back to business sooner.


    In-House

    Project Costs: $350

    Visit Granbury

    Description: #GranburyLove Support Local Billboard. Released during the COVID Crisis to promote local shopping, dining, and businesses that were dramatically affected. The campaign was well received with Granbury, our stakeholders, and visitors.

    Objectives: To drive traffic to local merchants and restaurants. To continue showing community unity.


    Agency

    Project Costs: Our Billboard Company - Lamar Outdoor provided at no cost during the crisis.

    Visit Granbury

    1 of 2

    Description: #GranburyLove Digital Swag Backgrounds provided to the community, visitors and stakeholders while it was not appropriate to promote the destination during the start of the COVID crisis. Creating positive Granbury Digital Swag was a way to keep Granbury relative while being sensitive to the crisis. It also created an opportunity for people to share the backgrounds and use during Zoom meetings.

    Objectives: To promote Granbury to visitors and stakeholders in a new medium (Zoom Meetings) while being sensitive during the COVID Crisis.


    Agency

    Project Costs: $350

    Visit Granbury

    Description: #GranburyLove email was sent to 10K+ email subscribers to keep community and stakeholders united during the COVID crisis.

    Objectives: To send a positive message during a difficult time while staying engaged with our stakeholders, visitors and the community.


    In-House

    Project Costs: $95

    Visit Granbury

    Description: Visit Granbury created this media campaign designed to raise awareness to visitors and our community in relation to the COVID-19 Pandemic. The hashtag #granburylove has been the focus during this Pandemic, with the intention being "Granbury is great not because of us but because of you." The emotional video was shared 222 times with over 14K views. It became a community following.

    Objectives: The objective was to unite the stakeholders and community with a message of community love.


    Agency

    Project Costs: Our media partner provided the video at no cost to Granbury.

    Visit Mansfield

    1 of 4

    Description: With major shows that would normally drive tourism to Mansfield canceled by COVID-19, Visit Mansfield produced a three part variety show series called "A Night of Mansfield Stars".

    Local artists whose shows were canceled were featured and the videos were simultaneously premiered on Facebook and YouTube in a "live" format.

    Objectives: To allow local members of the Mansfield Commission for the Arts to continue performing and continue the momentum of Mansfield as an arts tourist destination even with events canceled.


    In-House

    Project Costs: All episodes were produced in-house with no added costs.

    Visit McKinney

    1 of 6

    Description:

    McKinney is home to many singer-songwriters, bands and other musicians who perform every week and weekend at our local restaurants and wineries. Their music is a big draw to visitors and locals alike. For many of these musicians,performing is their sole or main source of income. Needless to say, they were some of the hardest-hit early on in the COVID shutdown. Our mayor and his wife (who perform with their band all over the state) pulled together a group including a couple local video producers, three singer-songwriters, and Visit McKinney to plan and host six relief virtual concerts over two weekends. Each night (Fri.-Sun.) featured four local artists who recorded two or three songs each and sent in the recordings to be edited together. A third weekend (one night) was added to help boost the effort. Visit McKinney’s role was to handle the majority of the publicity and cover the cost of the Facebook ads.

    Objectives:

    The Facebook concert events were held to generate donations to provide some kind of relief for our local musicians who were really struggling as COVID took hold. The committee set up a GoFundMe page and in three weeks, these concerts raised just under $14K through GoFundMe and another $1000 donated by our Performing Arts Center - roughly $15,000 total, much more than we ever imagined going in. Musicians applied for grant money from the GoFundMe; the musician organizers (none of whom applied) reviewed the applications and each applicant received $1500. As part of the promotion of this event, we encouraged people to watch the concerts while enjoying dinner ordered-in from their favorite local restaurants. (Many of these restaurants also serve as our live music venues in town.) We were in the process of completing our Texas Music Friendly designation at this time and were thrilled to have the encouragement and support of the Texas Music Office who helped promote the concerts on their social media accounts.


    In-House

    Project Costs:: $500 for Facebook advertising.

    Visit Tyler

    1 of 6

    Description:

    The Visit Tyler team jumped into action the last week of March 2020 and implemented the ROSE CITY STRONG - COVID 19 STRATEGIC RECOVERY PLAN. With the sudden hardship brought on by the pandemic and the uncertainty facing the hospitality industry as well as small businesses in Tyler, a message of hope and healing, along with valuable resources was needed to pull the community through. Through a common theme and recognizable branding #RoseCityStrong was born. This messaging spread like wildfire throughout the community and quickly became the battle cry of the City of Tyler, the Downtown Mainstreet program, the Chamber of Commerce, Economic Development Council, Smith County, local media and partnering businesses.

    Objectives: •Build a strong strategic recovery plan that truly helps the community see past the epidemic and offers hope and healing to the City of Tyler business owner and citizen. WE ARE ROSE CITY STRONG

  • Began the Rose City Strong newsletter with local updates and important small business funding resources
  • Focused on local ROSE CITY STRONG HEROS that were making a difference for others within the city and pushed their stories through press releases and social media
  • Started a visual campaign with online t-shirts, masks, coffee mugs and other swag
  • Produced a free Rose City Strong video that played on all local television stations and social sites
  • Placed #RoseCityStrong on digital billboards throughout town
  • Used the Rose City Strong message during National Travel and Tourism Week. The message of travel and the impacts it has on the city was stressed and offered a single unified message.
  • Bolstered testimonials for Visit Tyler. Here’s a quote from Ashley Washmon Executive Director of Historic Tyler: “Visit Tyler has done such a great job communicating and providing resources during this time. I have been very impressed with all of you”.
  • Had a mural painted by Dana Cargile in dedication to the Tyler Hoteliers for the hardships suffered during Covid 19
  • Local business owners and citizens have taken the Rose City Strong message and adopted it and used it in their own positive messaging
  • In-House

    Project Costs:: $1000 - Video

    2020 - COVID-19 Messaging- Under $1,000,000

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