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CVB says $40,000 holiday campaign in Monterrey generated large earned‑media reach
Summary
Staff presented a 61‑day holiday campaign in Monterrey and Mexico City, saying the $40,000 tree‑lighting and promotional program drove extensive media exposure and influencer engagement; staff will provide campaign links and a suggested ROI calculation to the committee.
Laredo Convention & Visitors Bureau staff told advisory committee members April 2 that a recent cross‑border holiday campaign — including a tree‑lighting event and influencer outreach in Monterrey — produced substantial earned‑media and social reach for a modest paid investment.
The presenter described a 61‑day campaign that ran Nov. 6–Jan. 6 with billboards, TV and radio, print and digital placements, a tree‑lighting event and influencer visits. "The…
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