Description: 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.
This was a way to not only promote our own cities, but also promote staycations south of the Metroplex. We were able to cross promote to each other's audience thru social sites.
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.
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.