Get AI Briefings, Transcripts & Alerts on Local & National Government Meetings — Forever.
County-funded Mission Trail marketing campaign reports 11 million impressions, local businesses report increased visitors
Loading...
Summary
Leo Marketing presented results of the county’s Majestic Mission Trail campaign, reporting more than 11 million impressions, trackable store visits and earned national pickup for a 30-minute documentary; local business owners told the court they saw increased tourism.
Leo Marketing presented results of the Majestic Mission Trail marketing campaign to the El Paso County Commissioners Court on July 14, saying the campaign reached more than 11 million digital impressions and generated measurable store visits to businesses along the Mission Trail.
Gilbert (last name not provided), identified as a Leo Marketing representative, described the campaign as the first national marketing effort funded by El Paso County and said it combined podcasts, regional television buys (notably in Phoenix, Tucson and Albuquerque), public relations and digital streaming ads. Jennifer Sidio of Leo Marketing said the county-commissioned 30-minute documentary was picked up by PBS and that earned media and syndication amplified the campaign beyond the paid regional buys.
Leo Marketing said about 20 percent of the campaign could be tracked via streaming ads and mobile-device location data. The firm reported that tracked store visits from out-of-market viewers translated to several thousand visits; Leo Marketing presented an example estimate that, after conservative multipliers, trackable visits could equate to more than 6,000 individual visitors and projected, for illustration, a possible $600,000 in direct economic impact if those visitors spent about $100 each. Leo Marketing framed those figures as a conservative estimate derived from the trackable portion of the campaign; broadcast and earned-media results were not fully trackable by mobile metrics.
Business owners who appeared in the campaign video told the court the marketing brought tourists to the Mission Trail and increased both in-person and online business. One business owner said tourists arrived “straight from the airport” to visit the missions; another said the campaign helped small businesses reach people who had “never even heard” of their stores.
County economic-development staff said the campaign cost approximately $500,000 and that the project was designed to support businesses along the Mission Trail. Commissioners thanked the contractors and county staff for centering businesses in the outreach. No county action or additional funding was requested at the meeting.
