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Advertising - $3 Million Plus

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Visit Plano

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Description:
Plano has it all. Delicious dinners, family fun, perfect meetings, big moments and small ones. Truly, “It’s All Here.” To illustrate that idea to audiences, our strategy for this campaign involved showcasing that visitors make plans to come to Plano for a specific reason (e.g. meetings, sports tournament, etc.), but they’ll also experience a rewarding bookend to their visit (e.g. a great dinner, live entertainment and / or outdoor recreation) that keeps them coming back for repeat visits. To reach targeted audiences and markets, the campaign uses a combination of digital and print creative to meet potential visitors on and offline.

Objective:
  • Increase awareness of Plano as a premier corporate, leisure, meetings, and sports destination to targeted audiences.
  • Positively promote travel that converts to overnight stays in Plano. We strive to maintain success of Monday
  • Thursday corporate, meeting, and convention markets, as well as promote weekend overnight stay in sports and leisure markets.
  • Use ad copy in a first-person format to personalize the reader experience.

Agency

Project Costs: $20,000

Website

Waco CVB

Description:
This advertising campaign is aimed at both Wacoans, and visitors. "Waco Welcomes the World" encourages Wacoans to do just that - be hospitality ambassadors to the millions visiting our town. It is also a message of welcome to the visitors themselves. The ad shows Magnolia Market's silos, but also several other worthy attractions - Cameron Park Zoo, Dr Pepper Museum, Waco Hippodrome, and the Suspension Bridge. The message is that there is more to Waco than just Magnolia Market. The ad is running in several major publications - Texas Monthly, Texas Highways, AAA Texas Journey, and others.

Objective:
The message is that there is more to Waco than just Magnolia Market.

Agency

Project Costs: Ad cost was $1,000, print placements are $32,000. Total $33,000.

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