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Walton County TDC backs FY26 media plan, co‑op sales to open May 5
Summary
The Tourist Development Council approved sending the FY2025–26 media plan to the Board of County Commissioners. The plan holds brand and co‑op elements steady, absorbs a 7% media cost increase through efficiencies, and opens cooperative media opportunities to partners May 5.
Walton County's Tourist Development Council voted to forward the fiscal year 2025–26 integrated media plan to the county commission for approval, approving the staff recommendation without objection.
Kelly Carter, Walton County director of marketing, told the council the FY26 plan largely follows the strategy of prior years but must absorb an annual 7% increase in media costs. "The 7% will be absorbed within the current plan," Carter said, adding the plan mixes print, digital, social, connected television (CTV) and outdoor placements for the county umbrella brands: Authentic Walton, South Walton, Keep Walton County Beautiful and Walton County Tourism.
Carter and agency representatives from Zender outlined key changes: a continued emphasis on Meta platforms (Facebook and Instagram) for paid social; new print placements in Texas and other priority markets; and expanded CTV opportunities including non‑skippable in‑flight streaming placements to Southwest Airlines passengers. As Aaron Matthews, media director at Zender, described one new channel: "We will be extending delivering in stream, in flight commercials, within the personal devices of Southwest Airlines travelers. ... the ad isn't skippable."
The plan sets co‑op sales to begin May 5; staff said co‑op digital spaces will remain broadly available to non‑bed‑tax partners but that limited print inventory will be offered first to bed‑tax collectors (accommodations partners) as in prior years. The council approved the motion to transmit the plan to the Board of County Commissioners for funding and final approval.
Ending: Co‑op sales will open on May 5; staff will finalize digital flight plans by June and report back to partners and the commission as placements are secured.
