Video, Storytelling & Podcast Series

In-house or Agency?: In-house

Description:: For National Travel & Tourism Week, Visit Mansfield debuted the first three episodes of the new series "Meet the Mansfields". This series features various other cities named Mansfield from across the United States and compares what makes the towns similar and different when it comes to tourism. The first round featured Mansfields from Ohio, Louisiana and Connecticut.

Objectives: The primary goal was to highlight these "sister cities" for our local Mansfield crowd while also introducing Mansfield, TX to other locations across the country. Each Mansfield shared the videos on their own platforms.

On Facebook the videos had an organic reach of 4,000 people, 1,300 views, 621 minutes viewed and a 14% retention rate for the entire videos.

On YouTube the videos had 115 views and an average full video retention rate of 27%.

On Instagram the videos got 296 views.

The project was given a shoutout on Twitter by the US Travel Association.

Project Costs:: $0, all created in house.

Agency

Description:: The Victoria Convention and Visitors developed a experiential local travel show called "Explore Your Victoria!" The first two-episodes of the show were created in coordination with the City of Victoria's Department of Communications and Public Affairs, and the CVB has since hired a local agency, Building Brands Marketing, to assist with filming and production of the program. Episodes are filmed bi-monthly, and each episode premieres the month following filming.

Objectives: The Victoria Convention and Visitors wanted to develop an experiential travel show. We've long admired the "Daytripper" travel show, and thought that we could recreate something like that on a local level. The goal is to increase exposure for businesses in our community, especially small businesses, that provide leisure activities and contribute to the quality of life in Victoria. Convention and Visitors Bureau Director Joel Novosad is the host of the show, and coordinates with the owners or staff of the featured businesses to provide on-screen talent to represent the location. Participant feedback has been very positive, and we look forward to the growth of this program!

Project Costs:: $3,800.00 per episode

In-house

Description:: Veronica on the Go

Date of Execution: July 16, 2021

Concept/Description:

Visit Garland team member, Veronica Maldonado, highlights Garland’s most notable and easy-to-access locations through this video series. The series guides visitors with VIP access to some of Garland's prominent attractions.Each episode includes an itinerary that visitors can use to plan their trip to Garland. The introduction was uniquely created with animation to represent many of Garland’s notable locations and included an avatar of Veronica.

Why this worked:

The video helped visitors who were unfamiliar with Garland become more acquainted with the city’s most notable attractions. The included itinerary also helped visitors plan out a trip and offered hotel and additional attraction options.

COST:

Less than $1,000

Expenses were low with the help of the city’s Public Media Relations department. PMR produced and edited the video recordings. The only costs incurred were for social ad placements and to cover food costs.

VIDEO MARKETING:

Visit Garland's social channels: Facebook, Instagram, Twitter, YouTube & LinkedIn Dedicated landing page on VisitGarlandTX.com

RESULTS:

Avg time on Page 00:02:14

Combined Views: 12.5K

Objectives: The video series is intended to help visitors who were unfamiliar with Garland become more acquainted with the city’s most notable attractions.

Project Costs:: Less than $1,000

Expenses were low with the help of the city’s Public Media Relations department.PMR produced and edited the video recordings. The only costs incurred were for social ad placements and to cover food costs.

Agency

Description:: Port Aransas is more than a beach destination—it’s a town filled with talented makers, and it carries a unique culture all its own. Salty Stories helps tell an authentic story about the island through videos and podcasts that inspire potential visitors to book a trip to Port A. By highlighting the characters behind each business—and their love for this seaside town—we’re introducing viewers to a Port Aransas they may have never known existed, a Port Aransas that has harbored family traditions for generations. The use of the local vernacular “salty” helps bring visitors into the fold to strengthen the draw of the local culture, allowing Port A to stand out among other beach destinations.

Objectives: The objective of the Salty Stories campaign is to remarket Port Aransas through the island’s authentic stories to visitors who are looking for a deeper connection and to form a tradition as well as to connect with local business partners and be a source of pride for residents. To date, three videos and four podcasts have been produced to showcase local personalities, business owners, historically significant craftspeople—those who have helped shape the town of Port A as it is today. Since January, the campaign web pages have received over 23,000 pageviews at an average 2:00 time on page (through 5/31/2022).

Project Costs:: Initial video and podcast production cost was $20,200. Promotional media in the spring was $32,250 and summer is $10,000. More promotional spend will occur as time progresses and the series grows.

In-house

Description:: Casa Laredo, Visit Laredo's satellite office in Monterrey, Mexico, began live streaming via Facebook during the pandemic to dispel false information and properly inform the digital audience.

Objectives: To develop a personal connection with Visit Laredo's Facebook audience. Properly inform the public of COVID19 health related issues. Showcase Laredo's amenities. Maintain the interest of our potential visitors during the 19month where land travel was restricted to the non-essential traveler including tourists.

Project Costs:: 0.00