As Lufkin’s Thundering 13 fought through the ranks to claim the United States Little League World Series Championship, a group of local leaders teamed up to promote the virtues of the boys’ proud hometown.
The City of Lufkin and the Lufkin Convention and Visitors Bureau worked with Sight and Sound Films and Point A Media to create a TV and online campaign highlighting Lufkin’s natural beauty and hospitable community. The Lufkin commercial aired on multiple cable systems across the state that provide the network to more than 9,600,000 viewers. The spot was also incorporated into a far-reaching search engine marketing campaign that capitalized on the team’s increasing popularity.
“We had faith that the team would go all the way in the tournament, and we knew that people all over the country would be asking ‘Where’s Lufkin?’” said Keith Wright, Lufkin City Manager. “We wanted to take advantage of this unique opportunity to show the world that Lufkin is a great place to live, work and play baseball, and it worked great. As the team advanced through the tournament, we saw our numbers go up and up.”
The 30-second commercial was a condensed version of a longer promotional video that Sight and Sound Films produced for the Lufkin CVB. The spot included dramatic footage of Lake Sam Rayburn and the surrounding countryside, performances at the Pines Theater, Lufkin’s Farm Feast, Pineywoods Purgatory, youth soccer players, golfers and downtown diners.
Point A Media coordinated TV ad buys to maximize the commercial’s reach and created an online campaign to target curious viewers. The campaign focused on promoting Lufkin as a welcoming visitor’s destination and a great place to live. By incorporating the commercial into the online strategy, the campaign encouraged proud East Texans to share the video, increasing interest and maximizing views.
On television, the Lufkin commercial aired on multiple cable systems that provide the ESPN network in large cities like Dallas/Fort Worth, Houston, Amarillo and San Antonio, as well as small towns across the state, reaching an estimated possible audience of 9,608,564 viewers in 4,775,797 households. On Google Video, the campaign tallied 26,573 ad impressions and 3,102 views. On Facebook Video, the campaign tallied 426,315 ad impressions with 5,908 tracked clicks and 41,860 actions, which include page likes, comments and responses.
“We’re extremely proud of our championship team, and we’re extremely proud of Lufkin,” said Tara Watson Watkins, executive director of the Lufkin Convention and Visitors Bureau. “Our boys represented their hometown so well, and it was great to be able to show the rest of the world how special this place is.”