Board approves Greenhouse Agency Q3–Q4 media plan to focus summer visitation
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Summary
Visit South Padre approved Greenhouse Agency’s revised Q3 and Q4 media plan, concentrating marketing dollars on summer drive markets and adding social platforms to bolster visitation.
The Visit South Padre board approved Greenhouse Agency’s updated Q3 and Q4 media plan for the remainder of fiscal year 2024–25, a plan staff said refocuses spending to boost summer visitation.
Cindy Trevino, director of marketing for Greenhouse, described the updates as a refinement of a previously approved Zimmerman plan that had been spread across many channels. The revised strategy concentrates budgeted dollars on proven placements and adds additional social investment on Meta and TikTok while maintaining connected-TV (CTV) buys and listings on Expedia and TripAdvisor. Trevino said the goal is to "get visitation to stop" spreading thinly across channels and instead concentrate on audiences most likely to travel during the summer months.
Visit South Padre staff said the plan will target Texas drive markets, including new Texans and successful Texan drive-market segments, to counteract weak summer performance in the prior year. The board moved and seconded to approve the plan; the motion was approved by voice vote with no recorded amendments.
Board members discussed monitoring performance and emphasized coordination between the agency and Visit South Padre marketing staff ahead of peak season. The presentation included reference to a recent Greenhouse site visit during spring break to familiarize the agency team with the island’s offerings and events.
Votes at a glance: motion to approve Greenhouse Q3–Q4 media plan for FY24–25 remainder — approved.