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2020 Cooperative Marketing - Under $1 Million

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Waxahachie CVB

1 of 2

View WebsiteDescription: Five DMOs south of the DFW Metroplex (Mansfield, Waxahachie, Ennis and Grand Prairie) all came together in December 2019 to brainstorm ideas of how they could jointly cross promote the region, and less than 6 months later, the “SoMetro” initiative was born!

The idea being that there are SO many things and SO much fun to be experienced just south of the Metroplex.

In light of the pandemic, the group created thematic itineraries that individuals could safely experience as staycations and created short videos to promote on Facebook, Instagram, YouTube, the DMO websites, e-newsletters and more. The themes focused on outdoor fun, family friendly, favorite places, unique attractions and date night.

Objectives: The objective of the campaign is to leverage the online audiences of the 5 participating cities (Mansfield, Waxahachie, Ennis, Cedar Hill and Grand Prairie) to cross-promote and showcase all of the fun sites, attractions and experiences to be enjoyed just minutes south of Dallas as a staycation destination AND encourage a longer length of stay in the region.


In-House

Project Costs: The project did not cost the DMOs anything thanks to the generosity of Visit Mansfield allowing their multi-media staff person to film the b-roll in each of the 5 cities and create the videos. In exchange for the staff time of Tim Roberts, if a participating city had funds, they would spend no more than $50 per week (5 week campaign) to promote on Facebook and Instagram.


View Website

Texas Heritage Trails

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Description: Texas Heritage Trails DESTINATION DAYS at the State Fair.

We offer our partners a day at the fair in the THTP booth to promote their destination. Alongside experienced professionals from the Texas Heritage Trails, TxDOT, and other organizations, Destination Day participants join us in greeting the traveling public from around Texas, the nation, and the world. It’s a one-day tourism education like no other!

Objectives: •To offer our partners a “Make it Your Destination Day” at the State Fair with exposure to hundreds of thousands of Fair guests in the only statewide travel booth at the Fair.

  • To highlight partners in the Go Texan building to showcase all about their destination in a prominent area of the THTP booth. Go Texan Building is all about Texas products!
  • Create cooperative opportunities to highlight the travel potential through Texas
  • Provide opportunity to work with TXDOT (Texas Highways, Texas EVENTS Calendar, Texas maps), TPWD & Texas Historical Commission
  • Provide opportunity to meet and speak to an audience wanting to see more of Texas
  • Provide opportunity to engage with many different types of visitors:
  • Homeschooling families
  • School teachers
  • Scout Leaders
  • RVers
  • Seniors that travel
  • New residents to Texas looking to travel
  • Heritage tourists
  • Individuals looking for hiking and biking opportunities
  • Adventure seekers
  • Family vacations
  • History lovers
  • Provide opportunity for partners to showcase their destination at an affordable cost. Destination Day partners pay only $50 dollars (to offset cost of parking passes) for exposure to more than 250,000 State Fair visitors.
  • Provide press release and publicity kit to use in their hometown

THTP will hold a Virtual Destination Days for 2020. The promotion will work just like the live version, occurring during the regular days of the Fair.


In-House

Project Costs:: Texas Heritage Trails booth annual cost $5000 Parking passes $400 THTP Executive Director's Travel $2400

Visit Grand Prairie

1 of 5

Description: Five DMOs south of the DFW Metroplex (Mansfield, Waxahachie, Ennis and Grand Prairie and Cedar Hill) all came together in December 2019 to brainstorm ideas of how they could jointly cross promote the region, and less than 6 months later, the “SoMetro” initiative was born!

The idea being that there are SO many things and SO much fun to be experienced just south of the Metroplex.

In light of the pandemic, the group created thematic itineraries that individuals could safely experience as staycations and created short videos to promote on Facebook, Instagram, YouTube, the DMO websites, e-newsletters and more. The themes focused on outdoor fun, family friendly, favorite places, unique attractions and date night.

Objectives: The objective of the campaign was to leverage the online audiences of the 5 participating cities (Mansfield, Waxahachie, Ennis, Cedar Hill and Grand Prairie) to cross-promote and showcase all of the fun sites, attractions and experiences to be enjoyed just minutes south of Dallas as a staycation destination AND encourage a longer length of stay in the region. This was especially important amid Covid. We all had to think outside of the box in order to still market and promote our respective cities but now with a very limited budget. Our audience focus was the drive market, that certainly expanded with the pandemic.


In-House

Project Costs:: $0.With the pandemic, we had to cut our marketing budget by more than 60% plus all city accounts were frozen. Thanks to the talents of the group, we were all able to pull our resources to create a great campaign for zero dollars.

Visit Mansfield

1 of 4

Description: In cooperation with Visit Grand Prairie, Visit Ennis, Visit Cedar Hill and the Waxahachie CVB, Visit Mansfield produced the SoMetro Staycation series!

Starting in mid-June, four episodes were released highlighting Outdoor Fun, Kids and Family, Our Favorite Spots and Something Different.

Objectives: To drive local tourism to the South Metroplex area and encourage "staycations" inside the community.


In-House

Project Costs: All episodes were produced in-house so no extra cost was incurred other than some social media boosting.

Visit McKinney

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Description: Campaign: We are "McKinneyStrong/Lucky 13:

Visit McKinney partnered with the McKinney Community Development Corporation, McKinney Chamber of Commerce, and McKinney Main Street to launch a charitable giving campaign to support our local businesses and help our local non-profits. Many small businesses and programs are facing uncertainty caused by the global outbreak of COVID-19; 100% of the net proceeds will be distributed back to the community. Half of the funds will be allocated to McKinney non-profits and the other half will be allocated to McKinney Businesses. A grant process will be used to award funds.

Objectives: Shirts continued to sell, so there were more funds than initially awarded so with the additional funds, the same group of partners are holding a “Lucky 13” contest for local business owners who found new ways to keep their businesses going during the COVID shutdown. Lucky 13 entries due by July 31. Twenty-one entrants will be selected to “pitch” their ideas Shark Tank-style to a board of city leaders who will pick the top 13; 12 will get $1000 and Lucky #13 will win $2000.


In-House

Project Costs:: $2500 to purchase our portion of the t-shirts to be sold for fundraising. Shirt campaign/sales ran March 26 into mid-June.

Visit Kilgore

1 of 5

Description: Visit Kilgore partnered with art show with destination marketing as the canvas.

The KilGogh Arts Festival was in its seventh year, and was becoming tired in its message and experience as the marketing campaign utilized the same creative assets each year. KilGogh was created by connecting Vincent Van Gogh with a Kilgore Art ShowThis year, Visit Kilgore worked with KilGogh to freshen up with a creative design that invites using the 2020 tagline GOGH CRAZYto market to a younger demographic in larger markets. We co developed new creative assets for print advertising in print and digital advertising. Media buys including Texas Monthly, and regional publications and news affiliates.

Objectives: Logo Development

Creative Development

Content Development

Project Costs: N/A

Ennis Convention and Visitors Bureau

Description:: Ennis, Waxahachie, Mansfield, Cedar Hill, and Grand Prairie are five DMOs, south of the DFW Metroplex, that partnered together to promote the great things they have to offer, cooperatively. "SoMetro" was started as a way to cross-promote each other with "staycation" ideas, especially in this recent pandemic.
The idea was that there are SO many great things and SO much fun to be experienced, south of the DFW Metroplex.

Themed itineraries were created and short videos were produced, where all cities were represented. These videos were shared by the cities on facebook, instagram, YouTube, DMO websites, e-newsletters, twitter, and more.
The themes focused on outdoor fun, family fun, Our Favorite Spots, Something Different, and more!

Objectives: The objective was for the cities of Ennis, Waxahachie, Mansfield, Cedar Hill and Grand Prairie to get the most out of their cooperative marketing by using their respective online audiences to cross-promote each other. This was to encourage visitation and staycations in these cities and to attract new interested tourists to experience these fun attractions, sites and experiences. The videos created an awareness of these cities for a new audience.

In-House

Project Costs: Visit Mansfield was very generous to allow their Marketing and Promotions Manager to film at our respective cities and create the videos at no cost. Cities then spent no more than $50 per week to boost the posts on facebook and instagram, if the budget allowed, for a 5 week campaign.

Cedar Hill Tourism

1 of 5
Description: Five DMOs south of the DFW Metroplex (Cedar Hill, Mansfield, Waxahachie, Ennis and Grand Prairie) all came together in December 2019 to brainstorm ideas of how they could jointly cross promote the region, and less than 6 months later, the “SoMetro” initiative was born!

The idea being that there are SO many things and SO much fun to be experienced just south of the Metroplex.

In light of the pandemic, the group created thematic itineraries that individuals could safely experience as staycations and created short videos to promote on Facebook, Instagram, YouTube, the DMO websites, e-newsletters and more. The themes focused on outdoor fun, family friendly, favorite places, unique attractions and date night.

Objectives: The objective of the campaign was to leverage the online audiences of the 5 participating cities (Mansfield, Waxahachie, Ennis, Cedar Hill and Grand Prairie) to cross-promote and showcase all of the fun sites, attractions and experiences to be enjoyed just minutes south of Dallas as a staycation destination AND encourage a longer length of stay in the region.

In-House

Project Costs: The project did not cost the DMOs anything thanks to the generosity of Visit Mansfield allowing their multi-media staff person to film the b-roll in each of the 5 cities and create the videos. In exchange for the staff time of Tim Roberts, if a participating city had funds, they would spend no more than $50 per week (5 week campaign) to promote on Facebook and Instagram.

Visit Brenham/Washington County

Description:

Full page, full color ad that appeared in Texas Monthly’s Magazine focused on Texas BBQ.

Objectives:

• Increase awareness and Foodie Tourism.

  • Generate buzz about Brenham’s many award winning BBQ joints through use of fun watercolor.
  • Create an ad to make Brenham stand apart from the myriad of ads using photos of BBQ.
  • Give each BBQ joint equal attention.
  • Build on Brenham’s image as a fun, friendly, historic area through unique use of watercolor art and creation of a “BBQ Trail”, a play on historic trail rides.

  • Agency

    Project Costs:: $5,500

    2020 - Cooperative Marketing - Under $1 Million


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