2020 Tourism Branding & Advertising - $3 Million Plus

Description: With more than 60 holiday events throughout the city, Plano put a fun spin on its tagline for the holiday season, “It’s All Here for Holidays”. For 2019, Plano wanted to do more than a blog post to highlight all the various events, therefore, we created a dedicated landing page complete with a User Generated Content gallery, a dedicated calendar of holiday events from November 1 through January 1, and buttons for more blog content, restaurants, and attractions.

A contest was also a part of the “It’s All Here for the Holidays” campaign. Over a span of six weeks, we gave away one holiday gift package per week. Prizes included tickets to events, shopping and dining gift cards, and holiday swag. The contest was promoted across all social media platforms and through email marketing; users entered the contest by completing the entry form on the landing page resulting in 800 entries.

One last component of this campaign was influencer marketing. Visit Plano contracted with Fort Worth-based influencer, Crosswalks & Cairns to attend and highlight two holidays events with her family, two upcoming holiday events, and our holiday giveaway.

Objectives: To increase awareness and better promote holiday events in Plano on our website and social media.

To garner new visitor leads through the giveaway contest for remarketing purposes.

To work with a DFW-area influencer to help promote Plano events outside of our social media networks.

In-House

Project Costs: Website landing page: $1,000 for agency design
Contest gift baskets: $350
Influencer marketing: $600
Total: $1,950

Description: In 2020, National Travel and Tourism Week’s (NTTW) theme was #SpiritOfTravel. In light of the Covid-19 pandemic, Visit Austin celebrated with a series of virtual activities appealing to both our visitors and local community. We partnered with our local community to produce daily (virtual) activities highlighting live music, local makers, cuisine, culture and more. Schedule for the week:

Monday: Cooking Demo (Best Seat in the House Video Launch)

Tuesday: #TakeOutTuesday

Wednesday: Austin Visitor Center Sip & Shop

Thursday: Improv Showcase with Hideout Theatre

Friday: Chicken S#!t Bingo with Last Stand Brewing

Saturday: Livestream Concert Benefiting Austin Musicians/HAAM

Results: 642,634 Impressions organic impressions across web & social (5/1 - 5/9/2020)

Objectives: -In a time when visitors could not be with us in person, stay connected and unified around the Spirit of Travel.

-Encourage residents to embrace the #SpiritofTravel by supporting local businesses and helping their neighbors, effectively playing a key role in rebuilding our community.

In-House

Project Costs:: N/A

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Description:

To bring travelers to The Woodlands during one of the most magical times of the year, Visit The Woodlands actively promoted the holiday season in our marketing and sales efforts. We provided ice rink tickets to hotels for packaging purposes, created a 12 Days of Christmas Giveaway on social media, printed holiday-themed postcards and the winter edition of our Insider's Guide featured holiday shopping and itineraries. We also created website content as well as paid and non-paid social media posts to boost travel during this time. Everything was promoted via email marketing and pitched to media outlets to garner additional attention.

Objectives:

Increase travel to The Woodlands during the winter months.

In-House

Project Costs: $3,500