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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 investment for the tree lighting was $40,000," the presenter said, and added that the office "received over 53 million" in earned‑media value, along with strong on‑site photo activity and social engagement.
Why it matters: cross‑border marketing to Mexican markets is an important part of Laredo’s tourism strategy. Staff said the campaign increased foot traffic on the international bridge corridor and generated organic social content that amplified the paid buy.
Staff recounted the media tour, a high turnout at the tree lighting, broad local coverage in Monterrey and participation by the mayor and city council at that event. They also noted continued operations at the Monterrey office, where partners distribute coupons and visitor materials; staff said the office’s presence and coupons were well received.
A committee member asked staff to prepare a quick rate‑of‑return (ROI) calculation to quantify the campaign’s economic impact when speaking to chambers, prospective partners and civic groups. Staff agreed to circulate full links, photographs and videos from the campaign so committee members can review source coverage.
Committee members praised the campaign’s visual assets and suggested using the case as an example when talking to local economic development partners and conference planners. The CVB will follow up with the promised ROI calculation and the campaign’s supporting documentation.
