Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Visit Frisco, the official destination marketing organization for Frisco, Texas, faced the challenge of increasing family tourism during the summer months, particularly from nearby drive markets like Oklahoma City, Houston, and Austin. Frisco, known for its family-friendly attractions, world-class sports venues, shopping, and cultural experiences, needed to stand out in a competitive travel landscape with numerous destinations vying for families' attention. Frisco’s unique blend of small-town charm and big-city amenities positioned it as an ideal destination, but the challenge was building awareness and inspiring action among target audiences.
The primary goal of the campaign was to boost family visitation by highlighting Frisco’s wide range of activities, from sporting events to entertainment options, making it the perfect summer getaway. To achieve this, we developed a multi-channel strategy, incorporating Out-of-Home (OOH), digital ads, streaming, and podcast advertising. This integrated approach was designed to create a memorable presence in our target markets and increase engagement with Visit Frisco’s digital platforms.
The campaign was strategically focused on driving measurable outcomes, including increased website visits, engagement, and goal completions. By leveraging targeted digital ads, stadium activations at key sporting events, and a dedicated landing page designed for conversion, we positioned Frisco as the top choice for family fun and adventure.
Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)
The campaign successfully achieved key objectives, driving significant engagement across all channels. Through a mix of digital ads, stadium activations, and podcast promotions, Visit Frisco saw impressive gains in targeted cities, including substantial increases in website traffic, user engagement, and ad performance.
Key results include:
Sessions: 429,982
New Users: 354,896
Engagement Rate: 46%
Ad Impressions: 7,195,108
Ad Clicks: 275,915 (3.83% CTR)
Cost Per Click: $0.31
Visits to Site via Ads: 180,989
Digital Ad Performance:
Brand Search: 140K impressions, 16K clicks, 12% CTR
PMAX: 3.4M impressions, 4.7% CTR, $0.20 CPC
Demand Gen: 2.5M impressions, 75.5K clicks
Paid Social: 1.2M impressions, 27K clicks
Houston Chronicle Ads: 1.2M impressions, 13.5K clicks, 3% CTR
iHeart Streaming/Podcast Ads:
Video: 0.26% CTR, 35.5% VCR
Podcast: 152K unique users
Stadium Activations:
Chickasaw Bricktown Ballpark: 4,534 attendees
Constellation Field: 2,888 attendees
Target market performance showed notable increases, especially in Houston, where active users increased by 51%, new users by 53%, and engaged sessions by 63%. Similarly, Austin saw a 287% increase in active users and Oklahoma City experienced a staggering 544% rise in active users.
Return on Investment: How much revenue has the piece or campaign generated and how does this compare to your goal? What was the return on investment?
The campaign’s return on investment (ROI) was measured through key engagement and conversion metrics, which demonstrated the campaign's strong impact in driving family tourism to Frisco. With a budget strategically allocated across digital ads, out-of-home placements, and influencer partnerships, the results far exceeded initial goals.
The campaign led to a remarkable 41% increase in goal completions year-over-year, with total completions rising from 2.7M to 3.8M. The goal conversion rate jumped to 30.15%, reflecting a 1,126% year-over-year increase. These results illustrate the high effectiveness of the campaign in not only increasing engagement but also converting interest into action.
By leveraging multiple advertising platforms and targeted outreach, Visit Frisco was able to maximize its media spend, generating significant value through increased visits, engagement, and bookings. The success of the campaign solidified Frisco's position as a premier summer destination for families across key drive markets, with measurable growth that continues to support long-term tourism goals.
Entry Title
Visit Frisco: The City that Plays Summer Campaign
Division
Integrated Campaign - Business to Consumer