Agenda

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Work Session and Regular Meeting

Meeting Date:	06/12/2018
Department:	Communications & Marketing
Pillars:	Optimize the Addison Brand

AGENDA CAPTION:

Present and Discuss the Results of Addison's Tourism Research Project.

BACKGROUND:

As part of the Fiscal Year 2018 budget, Council approved funding to conduct tourism-focused research ($25,000) and develop a new brand identity for Addison's tourism marketing efforts ($25,000). The tourism industry around Addison is becoming more competitive every day with new hotels, shopping districts, and conference facilities being built in Irving, Arlington, Plano, Frisco, and McKinney, just to name a few.

In order to promote the Town, its hotels, attractions, and events, staff saw a need to create a distinctive brand for Addison tourism. In November 2017, Council amended Addison's contract with Belmont Icehouse to include tourism marketing. Belmont has been producing Addison's special event advertising since 2015. The Belmont team led our tourism research efforts this spring and have used those results to create a brand identity and develop a new creative strategy for Addison.

RECOMMENDATION:

Informational only, no action required.

Attachments
Presentation - Tourism Research