Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?
Frisco, Texas, known as “Sports City, USA,” is a destination that thrives on sports excellence. With world-class facilities and professional teams, Frisco is a hub for athletes and enthusiasts of all levels. Visit Frisco, the city’s destination marketing organization, promotes the city’s diverse offerings, from top-tier sporting events to cultural experiences, showcasing how sports enhance both community life and tourism. As a growing destination for golf, Frisco is ideally positioned to capitalize on the increasing interest in women’s golf, which has surged in participation over the past year.
Visit Frisco’s campaign had four primary goals:
Promote Frisco as a premier destination for women’s golf by highlighting its world-class golf courses.
Increase awareness of Frisco’s diverse attractions beyond the golf course, positioning it as a top family and sports destination.
Inspire younger female golfers by making the sport more accessible and engaging.
Broaden Frisco’s market reach by leveraging partnerships with influential content creators.
After identifying these goals, we researched rising influencers in the women’s golf space and discovered @golfgirlgames. Despite having just 2,000 followers at the time, the account featured high engagement and a fun, inclusive approach to women’s golf. Confident in the account’s potential, we quickly formed a partnership to host the creators in Frisco during Women’s Golf Month.
The collaboration involved two full days of golfing at different Frisco courses and one day exploring the city’s attractions beyond sports. This partnership was designed not only to promote Frisco as a premier golf destination but also to increase overall destination awareness by showcasing the city's vibrant cultural and recreational offerings.
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 Golf Girl Games X Visit Frisco campaign achieved impressive results, both in terms of reach and engagement:
The campaign resulted in 141 posts across various platforms, including Instagram stories, in-feed posts, and YouTube videos. This content not only highlighted the competitions but also showcased the broader Frisco experience.
The campaign reached 3.5M people and generated 20.7M impressions. This extensive reach significantly increased Frisco’s visibility, especially among demographics that are often underrepresented in golf marketing.
The content created generated a total of 212K engagements. Notably, the content produced during the campaign also resulted in 10K saves on Reels, indicating that the audience found the content valuable enough to revisit later.
The estimated media value (EMV) of the campaign was an impressive $3.9M reflecting the high level of exposure and the quality of the content produced.
Lastly, Visit Frisco received a comprehensive folder of assets from the campaign, including high-quality photos and short-form videos. These assets provide a valuable resource for future marketing efforts, allowing Visit Frisco further their efforts of supporting women in sports.
The sentiment & Feedback
The sentiment around this campaign was overwhelmingly positive. The YouTube videos, in particular, received hundreds of comments praising the juniors' performances and the mentorship from the Golf Girl Games team. Viewers valued the family-friendly content and the positive depiction of women in golf.
Parents of the local juniors who participated expressed deep gratitude to Visit Frisco for providing such a unique and empowering experience for their daughters. Many noted that this was the first time they had seen their daughters so enthusiastic about golf, underscoring the campaign's success in fostering a love for the sport among young girls.
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?
Visit Frisco generated a strong return for its modest investment in the Golf Girl Games partnership. It resulted in the collection of over 150 high-quality, professional photographs and drone videos of two golf courses, which would typically cost an organization a significant amount of funds as part of a professional photo shoot. The workshop also generated an estimated media value (EMV) of $3.9M. Based on the investment of $45K, this means an 86:1 estimated ROI.
By strategically assigning each cast member of the Golf Girl Games specific deliverables, we were able to establish strong connections with several of Visit Frisco's key fly markets. This targeted approach significantly expanded our reach in those areas.
Entry Title
Visit Frisco Golf Girl Games Influencer Partnership & Event
Division
Advertising - Influencer Marketing