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Council renews Lamar billboard contract and approves BrandUSA page for international promotion
Summary
The council renewed a billboard contract that promotes Bennett Spring State Park and approved a BrandUSA partnership to publish a Lebanon destination page aimed primarily at international visitors, with Missouri Division of Tourism covering 90% of the initial cost.
Lebanon's tourism staff asked the council to renew a digital billboard contract with Lamar and to approve a partnership with BrandUSA to create a Lebanon destination page for international visitors.
Rebecca, the city's tourism staff member who presented both items, told the council the Lamar billboard outside Bass Pro Shops in Springfield has been part of the city's marketing for years and that Lamar covers half the cost. Council approved the contract renewal for calendar year 2025.
For broader international marketing, staff asked council to approve a BrandUSA-managed page on the visittheusa.com platform. The total production cost is $12,000; the Missouri Division of Tourism is covering 90% of the fee ($10,800) and the city's one-time share would be $1,200. Staff said BrandUSA will design the page from materials the city provides and that the page will not publish until city staff reviews and approves the final content. The initial focus markets discussed included the United Kingdom because of observed visitor patterns along Route 66 and the upcoming Route 66 centennial in 2026.
Council members asked about return on investment and the effectiveness of billboards. One council member said a study showed billboards influence approximately 3% of consumer decisions and cautioned that static messages can fade; Rebecca said digital messaging allows frequent updates at no extra per-message cost and provides brand awareness. The council approved the BrandUSA contract and the Lamar renewal by recorded vote.
Staff will provide the final BrandUSA page for city approval before publication and will continue to rotate messages on the Lamar digital board to maintain visibility.
