Visit South Padre Island reports year-over-year marketing gains and unveils new "The Island" campaign; interim director begins organizational review

Visit South Padre Island staff and the agency Greenhouse told the board on Oct. 1 that the destination's April–September marketing program delivered 51 million impressions and about 1.3 million clicks, with partner channels and programmatic buys translating into attributed room nights and bookings.

The board heard a creative presentation and a 30-second television spot from Greenhouse that launched Oct. 1 under the tagline “the island.” Greenhouse creative director Chris Brown said the initial creative set includes TV, print, out-of-home, campus placements, QR-enabled print ads and a library of horizontal and vertical video and still photography to support spring-break, family and meetings audiences. “For the budget we had five days of shooting, two full crews, horizontal and vertical video, plus a full library of still photography,” Brown said.

Why it matters: the marketing presentation linked program performance to economic metrics the board uses to evaluate marketing spend. Casey, the program presenter, reported that Expedia, TripAdvisor and Sojourn partnerships returned attributed room nights and bookings; the board heard specific attribution samples for September, as well as overall site-traffic gains compared with the prior summer.

Key metrics and media performance

- April–September program…