Greenhouse touts early gains for South Padre summer media campaign; photo shoot set for mid‑June

Greenhouse presenter Casey, speaking to the Visit South Padre Island board during the item 5.1 presentation, said the summer campaign was designed to drive immediate bookings rather than broad branding.

Casey, a lead presenter from the Greenhouse marketing agency, told the board the April portion of the campaign produced "9,300,000 impressions, 315,000 clicks that was resulted in 316,000 sessions" and that partners such as Sojourn and Expedia contributed about "681 room nights." He said the team was tracking "partner outbound referrals" — clicks from the destination website that Greenhouse treats as leads — and recorded roughly 15,000 of those in April.

The results matter because the bureau shifted budget and tactics toward higher‑intent, trackable digital placements and close‑in drive markets, Greenhouse said. "We prioritized drive market," Casey said, adding the campaign leaned on social, search and OTA (online travel agency) partners to reach travelers close to booking.

Greenhouse highlighted platform performance: social produced about 3,000,000 impressions and 246,000 clicks with a high click‑through rate; search and Google Performance Max returned lower conversion rates but a low cost‑per‑click (Casey reported a 17'cent CPC from Performance Max); and OTAs generated impressions and gross bookings — Greenhouse said Expedia drove roughly $190,000 in gross bookings attributed to the campaign.

Visit South Padre Island Director of Marketing Cindy Trevino and board members asked questions about website speed and attribution. Board member Tom Goodman told the presenter he had experienced slow page loads; Casey acknowledged some site functions and media assets "need to be updated" and said fixes are underway. Board member Sean said the 681 room nights cited by Greenhouse represent online bookings attributable to partners and not total bookings generated by the campaign; the presenters confirmed that point.

Greenhouse also described a planned five‑day photo and video shoot the week of June 16 to supply creative for the website refresh and an October campaign launch. Jay from Greenhouse said the shoot will capture beaches, water activities, the entertainment district, food and beverage, ecotourism and other island features. Board members stressed the need for distinctive imagery that clearly identifies South Padre Island rather than generic beach photos.

The presentation closed with Greenhouse saying it would deliver a first round of the next‑phase plan in the coming weeks and present in person at the July board meeting. Board members and staff asked Greenhouse to remain on the line for a later agenda item about winter Texans and park closures so the agency could hear that discussion and consider implications for messaging.

Ending: Visit South Padre Island staff and Greenhouse will continue to track month‑over‑month performance, refine attribution reporting and provide an updated marketing plan to the board at upcoming meetings; the agency will execute the June photo/video shoot to refresh site and campaign creative.