Primarily a business-travel destination, Irving, Texas, was hit particularly hard by the COVID-19 pandemic. As all non-essential travel came to a halt, the destination experienced record-low occupancy rates — hovering around 22% and needed to shift focus fast. With the help of Simpleview's Strategy & Insights Team, Visit Irving used its CARES ACT funding to develop two campaigns that created demand where they never had it before and planted the seeds for future meetings recovery that is already taking place.

This video showcases the impressive results, which have already gained community accolades and given way to a second round of campaign funding.