Trophy Club staff pitches hotel incentive program and highway signage to turn Explore Trophy Club visibility into bookings

Jill, a town staff member, told the Town Council workshop the Explore Trophy Club program was launched to “spotlight our town as a destination and drive business in.” She said the town completed a two‑year contract with Octagon Media, brought creative and digital content in house and has reached “over 2,000,000 people” through the campaign.

The proposal before council would shift Explore Trophy Club from a broad-awareness campaign to a more hotel‑focused,绩 in‑kind incentive model and targeted signage along State Highway 114. Staff described a tourism incentive program that would offer rebates and co‑branded marketing, plus subsidized signs to direct highway traffic to Trophy Club hotels. Staff recommended working with hoteliers to design “coop marketing programs” and to use hotel tax funding mechanisms as appropriate.

Why it matters: council members said the campaign’s visibility…