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Visit McKinney marketing team credits viral turkey campaign for media pickup, doubles social impressions year-over-year
Summary
Marketing leads reported October web and social metrics, a shift to monthly email cadence with a 51% open rate, and the holiday event calendar; staff said the 'turkey' campaign produced widespread earned media and estimated $17,000 of earned-value media.
Sarah Nolting and Emily Myrick presented October marketing results and the FY26 advertising/video plans. Sarah said the website and events pages saw steady activity and noted the historic walking tour moved into the top three pages after adding audio. For social, the presentation reported impressions "nearly doubled year over year from 307,000 versus 156,000," attributed largely to posting more Reels. The team described earned-media coverage tied to the turkey campaign and other event promotions.
Emily described the turkey initiative and related engagement: she said Visit McKinney had almost 400 submissions to an app feature and was recently featured on NBC; staff estimated about $17,000 in earned-media value from those placements. The team also previewed a monthlong slate of holiday events (tree lighting and laser show Nov. 28–30, parade of lights Dec. 13, menorah lighting Dec. 18) and said the department tightened event-submission criteria to prioritize visitor-drawing events on the public calendar. Sarah said the organization had shifted email marketing from weekly to monthly, yielding a 51% open rate and 13% click-through rate for the first month on the new cadence.
The marketing presentation also previewed an upcoming campaign hero video and placements (Texas Monthly polybag, sports and meetings outlets) and outlined a mix of paid, earned, influencer and web-listing strategies for FY26.
