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2020 Tourism Branding & Advertising - Under $1 Million

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Mineral Wells Area Chamber of Commerce

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Description: We are a chamber/cvb and our lobby functioned more like a living room than a visitor center. And while the oversized furniture was comfy, it wasn’t very functional and it was hardly ever used. More importantly, the travel information was mixed in with chamber member literature making it very difficult to find what tourists were looking for.

So, it was time for a complete redesign.

Objectives: After visiting many visitor centers around Texas, we decided clean, modern, and uncluttered would be the direction for the redesign.

We also made use of the old wooden brochure racks we no longer needed. They now serve as remote visitor information kiosks at our local airport and a very popular shop in downtown.

Goals:

1.Make our visitor information center:

  • More functional and user-friendly
  • A better representation of our brand
  • 2.Increase our effectiveness by making tourism information available in other hot spots in town.

    In-House

    Project Costs: $3000

    Mineral Wells Area Chamber of Commerce

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    Description: Everybody loves a good road trip but not everybody loves planning them. We’re making it easier to plan a trip to Mineral Wells with our new Trip Ideas Page.

    The new page offers growing list of Trip Ideas that even include a printable map and planner.

    Objectives: Create content that:

  • Is helpful for planning future visitors
  • Can be targeted to different types of travelers
  • Is shareable on social media
  • Boosts SEO on our website
  • Can be repurposed in multiple ways
  • In-House

    Project Costs: $0


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    Mineral Wells Area Chamber of Commerce

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    Description: A new love for our historic “Greetings From Mineral Wells” postcard began to resurge among the locals. They started asking us to get t-shirts made and we answered in a Texas-sized way.

    In September of last year, we launched the project by introducing:

  • A public transit bus wrapped in the greeting card
  • New t-shirts and ballcaps of the postcard
  • Reproduced postcards
  • A blog post that shared the history of each of the locations featured on the postcard.
  • And now, we even have a building-sized mural in the works.

    Objectives: We wanted a fun and effective way to promote our tourism brand to the DFW metroplex that is just 45 minutes east. Since our local Public Transit services carries riders from Palo Pinto County to Tarrant and Dallas County, we asked if we could wrap one of their buses. And not just any bus, but a bus that frequents the metroplex rather than stays in Palo Pinto County.

    They enthusiastically agreed and the whole project grew from a rolling billboard to attract new visitors to a fun local awareness campaign too.


    Agency

    Project Costs: Bus Wrap Design and Installation $8000

    Visit Granbury

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    Description: 'Restore Yourself' Print Advertising in TX Trails publication, TFEA Directory Ad, and New Granbury Live Playbill advertising. The Restore Yourself slogan has been used to advertise Granbury as a destination to relax, regenerate and restore yourself. With events, dining, attractions, wineries, Lake Granbury and the Historic Square. Come to Granbury and "Restore Yourself."

    Objectives: Increase Granbury Brand Awareness as a tourism destination to Restore Yourself. Attract tourism from the hustle and bustle of the metroplex. Get-a-way and Restore.


    Agency

    Project Costs: $2,000

    Visit Grand Prairie

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    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.


    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.

    Mesquite Convention & Visitors Bureau

    Description:

    For the 2020 Texas Travel Guide, the Mesquite CVB aimed to place a fresh and unique advertisement to grab the readers' attention and bring awareness to the layered experiences that visitors can have in Mesquite

    Objectives:

    • To increase awareness of Mesquite as a prime destination for the Texan experience.

  • To inspire visitors to dig deeper into the history of rodeo in Mesquite and other attractions and businesses.
  • Agency

    Project Costs: $8,600- Under Agency of Record Contract

    Mesquite Convention & Visitors Bureau

    1 of 2

    Description:

    Last year, the Mesquite CVB debuted a new visitor's guide for travelers and residents. To make it accessible to a large demographic that visits and resides in our community, the visitor’s guide was translated into Spanish.

    Objectives:

    • To continue our outreach efforts to the Hispanic community through inclusion and adaptability.

  • To become a source of knowledge for a significant demographic of Mesquite.
  • Agency

    Project Costs: $8,600- Under Agency of Record Contract

    Visit McKinney

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    Description: Weekend Update Newsletter – Started in 2008 and still being done weekly. COVID issues got especially great reactions.

    We started doing a Weekend Update newsletter back in mid-2008; you can see from the example photo of the first one just how little we had to include in the way of events. Over the years, our weekend update is sent out every Wednesday with occasional extra ones for holidays and specials to meeting planners. As you can see from the first COVID lockdown newsletter and our latest newsletter, it has grown and changed styles over the past 12 years.

    Objectives: The newsletter is intended to provide locals and potential visitors with a blueprint of everything they can do in McKinney each weekend. We get wonderful comments every week from people who find them very helpful, who say they've learned about things in town they never knew were here, and from other DMOs asking questions about the newsletter and starting to do their own.

    Two comments we’ve gotten recently from a couple of media people (one with a magazine and one with a TV show) who are on our email distribution list prove to us that we are meeting our objective of working to increase tourism in McKinney:

    “You guys have been so far out ahead this whole time and are leading the way for everyone else in promoting McKinney during COVID. You’ve handled this beautifully, keeping everyone completely up-to-date and being creative with things you’re providing and suggesting for them to do with their families.” – P.A.

    “Please share with your team or whomever is working on the McKinney newsletter that they are doing a great job! I subscribe to a lot of CVB newsletters and McKinney’s is one I always look forward to receiving. In fact, I have forwarded many recent issues to the editorial team for our TV show, showing them the creative ideas the city is offering to residents for social distancing and how the city is really supporting and driving the ‘buy/shop/eat’ local message. Thank you for a great newsletter and information that is pertinent to all residents of Texas whether we live in McKinney or not.” – E.G.


    In-House

    Project Costs:: Annual $265 subscription to newsletter service (Robly)

    Visit Kilgore

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    Description: A new logo to unify Christmas marketing and efforts

    Christmas Under The Stars is Kilgore’s gift during the holidays as most every steel oil derrick’s star is lighted in color for the holiday season. From events, to experiences, there is plenty to do during the holiday season. With Christmas being one of Kilgore’s brightest seasons for visitor travel, our holiday marketing campaign needed unification with a fresh logo to match the message.

    Available in many colors and for or use in various platforms and channels, we created a logo that our partners will now be able to use moving forward.

    Objectives: Logo Development

    Creative Development

    Content Development


    Agency

    Project Costs: $1,200

    Visit Kilgore

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    Description:

    Discovering Kilgore’s past with a fresh new logo and creative development.

    Located in the piney woods in between Tyler and Longview, Kilgore’s dynamic past of fast growth of wealth through natural resources, is still evident today through arts and culture, architecture, the world-famous Kilgore College Rangerettes and the towering steel oil derrick replicas in the World’s Richest Acre. As a brand, Visit Kilgore needed to better position itself to connect with its original story and today’s consumer. Our fresh but nostalgic local capture a bit of many icons and experiences that is Kilgore.

    With a new marketing tagline and message, Where Discoveries Are Made, both locals and visitors can now connect the rich past with an undiscovered future. Our latest content marketing campaign shares brief glimpses of many experiences that one can discover in the City of Stars.

    Kilgore is still a haven for wealth seekers, but it’s a different type of wealth; this time und where nature meets culture, where innovative ideas collide with cultural experiences in a beautiful landscape.

    Objectives:

    Logo Development

    Creative Development

    Content Development


    Agency

    Project Costs: $750

    City of Temple, TX

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    Description:

    The Destination Marketing initiative is new for the City of Temple and a segue away from the typical CVB of the city. New branding was initiated and new fulfillment developed.

    Objectives:

    In an effort to package the distinct visitor experiences available in Temple all new fulfillment was developed based on product sector.


    In-House

    Project Costs:: $20,000

    Visit Brenham/Washington County

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    • Description:

    Custom designed and built covered glass kiosks were created to house 32” x 44” maps of individual towns in Washington County (Burton, Chappell Hill, Independence).

    Covered plexiglass brochure holders are also provided for Visitor Guides and other pertinent information.

    Custom designed maps highlight the individual town AND directs visitors to sister cities /more visitor attractions.

    Objectives:

    • Enhance our Visitor experience with easy to read maps and accessible Visitor Guides at the point of location, no matter where they are visiting within the county.

  • Create an atmosphere of support and cooperation amongst sister cities.
  • Build on Brenham’s image as a fun, friendly and thoughtful destination.
  • Use of watercolor artwork creates a unique approach to directing Visitors that captures the essence of our area.

  • Agency

    Project Costs: $9,500

    Bay Area Houston Convention & Visitors Bureau

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    Description:

    We changed up our "Baycations are Better" brand by adding in "Our" to our latest ads and digital campaigns. Backyard Tourism is a part of the messaging as well - getting outside and exploring what is just down the road.

    Objectives:

    Continue to promote the unique and fun attractions and activities that Bay Area Houston has to offer our locals and our visitors. Encouraging our local residents to become a Tourist in their own backyard.


    Agency

    Project Costs:: $7,500.00

    Visit Granbury

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    Description: "Restore Yourself" Campaign on Lake Granbury included 4 inspirational billboards. Restore Yourself in Granbury, on the lake. Voted Best Historic Small Town in America now two years in a row. The tourism branding and advertising reflects the beautiful relaxing scenery of Lake Granbury where you can come and be relaxed and restored.

    Objectives: The objective is to increase awareness of Lake Granbury. Invite visitors to Granbury by way of the lake. 'Restore Yourself' on the Lake.


    Agency

    Project Costs: $10,000 year

    2020 - Tourism Branding & Advertising - Under $1,000,000

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