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Campaign Imminent: Visit The Woodlands plans rebranded marketing initiative

The Woodlands Convention and Visitors Bureau is currently coming out of the woods by rebranding to Adcetera and set for late September. The rebrand is the latest move in a push to transform the perception of the area from a single-day, event-oriented visit destination to a "leisure destination" or a Destination Marketing Organization (DMO). “We hope it moves the needle and people think, ‘You know, The Woodlands is a great place to visit,’” said president Nick Wolda.

According to Pathmatics, a year-to-date (YTD) digital display spend of $22,800 has generated over 2.8 million impressions, with most ads placed site direct (81%) and top destinations including nytimes.com, accuweather.com, aol.com, yahoo.com, and thedailybeast.com. The city has already nearly matched its total 2017 spend of $25,100, which had decreased significantly from $43,700 the previous year.

It also tends to invest in social media advertising through Facebook, Twitter, Instagram, and YouTube.

Agency & martech readers - considering VTW's rebranding efforts and the fact that it's using outside help from a creative agency, its likelihood of needing media work soon is relatively high.