Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Staff recommends $124,340 summer marketing plan with 'redefine' creative and high‑income pilot
Summary
City tourism staff proposed a $124,340 summer 2026 marketing program that staggers flight launches (May 1 for flight markets; May 15 for drive markets), continues the 'redefine' creative family and pilots a high‑net‑worth channel and a Houston market test. TAB members urged alternative phrasing for the 'siesta' creative and asked for more family‑friendly and creek‑access messaging.
Tourism staff presented a proposed summer 2026 destination marketing plan recommending a $124,340 base spend and a staggered launch of ads to prioritize flight markets earlier in May and roll advertising into drive markets by May 15. The package would fund paid search, in‑market and out‑of‑market Meta ads, attribution web and CTV buys and a targeted high‑net‑worth channel, with some creative and paid Earned‑media placements timed to align with an Outside Inc. editorial buy (Pinkbike) and other earned placements.
The proposal, led by staff (Andrew), said the campaign would continue the agency’s multi‑year “redefine” creative family and deliver seasonal executions that reinterpret a familiar word with unexpected imagery. Staff proposed that flight markets start May 1 and drive markets May 15 and said…
Already have an account? Log in
Subscribe to keep reading
Unlock the rest of this article — and every article on Citizen Portal.
- Unlimited articles
- AI-powered breakdowns of topics, speakers, decisions, and budgets
- Instant alerts when your location has a new meeting
- Follow topics and more locations
- 1,000 AI Insights / month, plus AI Chat
