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Tourism bureau hopes Victoria jingle tunes region into local amenities

Gabe Semenza

By Gabe Semenza
May 20, 2010 at 12:20 a.m.

The Victoria Convention and Visitors Bureau released a 60-second jingle it hopes bends the ear of potential tourists.

"Bring Your Boots, Darlin'. We're Going to Victoria" mixes Texas country music with a Spanish twist.

Song organizers say the tune reflects the city's culture and history; its lyrics highlight local attractions.

"We wanted to create a jingle that was catchy, but also wanted a song that sounded like Victoria," said Bridgette Bise, the bureau's executive director.

The song is part of a $750,000 branding and advertising campaign geared to put Victoria on the map. While the jingle debuts next week on radio stations in Corpus Christi, San Antonio and Houston, the tourism bureau already launched a Texas print, billboard and online ad campaign.

Janell McPhail is owner of Jetmarketing, the tourism bureau's ad firm.

"Right now, we're building awareness of Victoria in the region," McPhail said. "We want to pummel people's heads with all the things to do in Victoria."

So far, the tourism bureau spent $300,000 to brand and advertise the city, Bise said. That amount includes $6,000, which the bureau paid to an Arkansas jingle-writing company. Other Texas songwriting companies either charged too much, failed to present quality options or could not produce a song fast enough, Bise said.

The melody attempts to hammer home the bureau's "Bring your boots" branding message, which is aimed at potential visitors, Bise said.

By debuting the radio song all next week, the tourism bureau director hopes to reach Memorial Day travelers. The jingle will air in 60-, 30- and 15-second segments.

"We'll do the first flight during Memorial Day week and again during Labor Day week," she said. "During these times, we have the highest percentage of travelers on the highway and a more captive audience."

After this year's campaign to draw awareness to the city, Bise and her staff will analyze data and then market to targeted groups based on findings, she said.

"We have a real awareness problem, but we're putting things in place to monitor data," she said. "We're also creating new golf and museum guides, as well as shopping brochures. We have Boot Fest coming in September 2011. Our No. 1 goal is to put heads in beds."

The campaign's success will be in part measured by whether it drives an increase in the local hotel/motel and sales tax.



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