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Branson CVB unveils "Where My Heart Sings" campaign and data‑driven 2026 marketing plan
Summary
The Branson CVB presented a data‑driven 2026 marketing plan and launched a new creative campaign, "Where My Heart Sings," emphasizing year‑round audience segmentation, measurable KPIs and an aggressive sales and events calendar.
Heather Herman, representing the Branson Chamber and CVB, briefed the board on the CVB—s 2026 marketing plan and budget that the Tourism Community Development (TCD) board approved in September. Herman said the strategy moves from activity‑based targeting to audience campaign segments (families, millennials, empty‑nesters, seniors) and highlighted a new creative campaign, "Where My Heart Sings," which launched October 1 with Christmas video assets and accompanying social and CTV buy schedules.
Herman described measurement tools and data sources the CVB will use: DataFi and Placer cell‑phone and spend data, Smith Travel Research and Lighthouse lodging metrics, a destination impact calculator for group economic impacts, and the Trove visitor sentiment platform planned for 2026. She reported initial results from a Hallmark Channel placement tied to a July campaign that her team linked to approximately $20,000 in economic impact from early bookings.
The CVB proposed reallocating sponsorship dollars into direct sales efforts (deskside meetings) and set an ambitious target of 1,000 sales meetings or calls in 2026. Herman also described event support budgets (Fall Fest continuation, a new Harley rally, and Ozark Mountain Christmas) and said the full 2026 budget and line‑level details are in the board packet and on the ExploreBranson research portal.
Board members praised the new creative and data approach and urged staff to preserve faith‑oriented content in Christmas advertising; Herman confirmed faith scenes (sacred imagery and Sight & Sound footage) remain in the campaign creative. Members also urged continued downtown activation and suggested ways to make the "Where My Heart Sings" theme a durable local identity (murals, signage).
