No stranger to innovative and well-executed marketing strategies, Irving Convention & Visitors Bureau (CVB) looked to Simpleview digital services to complete not one, but four award-winning campaigns — two of them now boasting silver Davey Awards.

Meet the Award-Winning Campaigns

“Staycation” was created to position Irving, Texas, as an enticing destination for short getaways and staycations for nearby leisure travelers. Collaborating with local hotel partners, exclusive deals and packages were created to incentivize bookings. The approach prioritized delivering relevant content to drive traffic to the campaign landing page, where visitors were encouraged to explore and book available hotel options.


A person viewing Visit Irving's Staycation campaign on a tablet.

The “12 Days of Holiday Giveaways” campaign was created to spread holiday cheer with special seasonal offerings of local experiences — like cozy hotel stays, holiday show tickets, dining certificates, and special events. Participants had to subscribe to Irving CVB’s e-newsletter to enter the contest. One winner was selected each day by a random drawing; 41 partners participated in the “12 Days of Holiday Giveaways,” and prizes ranged in value from $450 to $7,200.

Holiday themed items sit on a table as a person views Visit Irving's 12 Days of Holiday Giveaways on a phone.

Challenges

The challenges around the two campaigns consisted of what every CVB faces: budget and an extra set of skilled hands. Irving CVB teamed up with its Simpleview digital strategist and began looking at tactics and strategic optimizations that could set them apart in the competitive market.

Christmas lights line trees by a pond in Irving


Solutions

Simpleview digital services, including paid media, search engine optimization (SEO), conversion rate optimization (CRO), content creation, and marketing automation were implemented to boost overall campaign effectiveness.

Three people look at their mobile phones and tablets while strategizing a digital services campaign.

Monty White

With Simpleview, you're not just hiring experts in digital marketing — you’re partnering with specialists who understand destinations inside and out, from strategy to execution."

Monty White, Director of Marketing, Irving Convention & Visitors Bureau


"Staycation"

The integrated digital campaign focused on leveraging creative ad assets and a dynamic landing page to captivate the target audience. A seasonal approach was adopted with fresh imagery and messaging to keep the campaign relevant and engaging. Sub-categories by month — such as romance interests in February — allowed for tailored content to varying preferences.

The landing page served as a gateway to explore hotel options and make bookings, with regular updates on enticing deals to prompt immediate action. Leveraging avenues like Performance Max (PMax), paid social, and search advertising further amplified reach and engagement, prioritizing hotel deals and bookings to drive conversions.

The Perfection Staycation page on Visit Irving's website mocked up on a laptop.

A collage of hotel photos mocked up on Visit Irving's Staycation campaign web page.


Simpleview's tech stack and services helped our marketing team bring everything together seamlessly. From concept to launch, they delivered the full package that helped lead to our award-winning campaign." 

Monty White Monty White, Director of Marketing, Irving Convention & Visitors Bureau


12 Days of Holiday Giveaways

The “12 Days of Holiday Giveaways” landing page featured call-out tiles linking to child pages that promoted each day’s special package and contest entry. A banner was added to the CVB’s website homepage with a clear, compelling CTA to enter to win that encouraged continued participation and engagement throughout the giveaway’s duration. A paid social campaign on Facebook and Instagram garnered further interest of the destination’s loyal following with fun, seasonal content.

Visit Irving's 12 Days of Holiday Giveaways web page displayed on a laptop screen.

Results

The success of the campaigns speaks for itself (for complete results, download the case study):

An infographic showing key metrics for Visit Irving's campaigns

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