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Red River hears midcampaign report showing strong digital engagement for Mayfest
Summary
A marketing contractor told the town council the Mayfest campaign has delivered about 3.1 million impressions and 116,000 clicks to date; councilors and residents pushed for simpler slogans, broader geotargeting and youth-focused channels such as TikTok.
Danny, the town's marketing lead for Mayfest in the Mountains, told the council the campaign — launched in September and run in targeted “pulse flights” — has produced roughly 3,100,000 impressions and about 116,000 ad clicks so far. “Our combined click through rate is 3.66,” Danny said, noting that Facebook and Instagram clicks currently cost about $0.16 and display clicks about $0.08. He added that the campaign has outperformed typical benchmarks and that additional flights ahead of Memorial Day should boost total impressions.
The campaign is running social ads, animated display and native placements and a planned print buy through a media partner targeting regional papers. Danny said the campaign is geotargeted to Texas markets (Dallas–Fort Worth, Houston, San Antonio, Austin), Oklahoma and parts of Kansas, with plans for a dynamic billboard push in Phoenix that would display Red River’s current temperature alongside local highs.
Why it matters: tourism and visitor spending are key to the town’s economy, and councilors sought assurance the campaign reaches younger families and day-trippers. A resident who spoke during public comment urged doubling down on summer marketing and suggested using local music and events to keep the town active throughout the season.
Councilors raised concerns that the campaign’s audience skewed older; Danny confirmed the click profile is currently weighted toward older women (about 70% female) and said the team can add TikTok and other youth-focused video placements for upcoming flights. “We are not currently running on TikTok, but we absolutely could discuss working that into the plan,” Danny said, adding the campaign has video assets that could be repurposed for short-form platforms.
Several council members pushed for a simpler, weather-focused slogan to cut through advertising clutter. One councilor suggested a short tagline tied to Red River’s cooler summer climate to be used in billboards and digital creative. Danny said the team would bring slogan options and consider additional targeting adjustments if the council wants to broaden reach or shift spend toward younger platforms.
Next steps: staff and the marketing contractor will continue the remaining campaign flights, evaluate performance after the upcoming flights in April and May, and report back with recommendations for adding platforms such as TikTok and for creative that emphasizes the town’s cooler summer weather.
