Kemah Wine & Food Festival Kemah Wine & Food Festival: Marketing Plan Worksheet

Prepared for: City of Kemah Hotel Occupancy Tax (HOT) Sponsorship Program

      Target Audience: Affluent food and wine enthusiasts located 60+ miles away from Kemah (Houston Metro, Beaumont, Austin, Lake Charles).

      Total Marketing Budget: $60,000

1. Print & Out of Home (OOH) Advertising

We are focusing our physical advertising budget on high-impact Out of Home (OOH) billboards rather than traditional print newspapers. Two massive digital billboards will be secured for 30 days prior to the event:

I-45 Southbound (Houston): Targeting weekend travelers heading toward the coast.
I-10 East (Katy/Energy Corridor): Targeting affluent suburban families.

Estimated Reach: 1.2 Million impressions over 30 days.

2. Digital Advertising

Geotargeted Social Media Ads (Meta/Instagram):

Targeting: Users aged 25-55 with interests in "Fine Dining," "Wine Tasting," and "Live Music" who live exactly 60 to 150 miles outside of Kemah.
Call to Action: "Book your weekend getaway in Kemah!" with direct links to partner hotels.

Paid Search (Google Ads):

Keywords: "Wine festival near me," "Texas coastal events," "Houston weekend getaways."
Budget: $22,000 allocated strictly to users searching from outside Galveston County.

Estimated Reach: 1,200,000 Impressions | 35,000 Actions/Clicks

3. Radio / TV

We have partnered with Houston's 104.1 KRBE and 99.1 KODA for a two-week radio blitz leading up to the festival. With an $18,000 allocation, we will hit high-frequency rotations.

Goal: Drive urgency for last-minute VIP ticket sales and promote overnight "Staycation" packages.
Reach: Estimated 300,000 listeners during morning and evening commute hours in the Greater Houston area.

4. Discover Kemah Collaboration

We will utilize the official #DiscoverKemah hashtag on all digital posts and actively list partnering hotels (e.g., Boardwalk Inn, Courtyard by Marriott) directly on our Venue and Ticketing pages to funnel our attendees directly into Kemah room blocks.

Marketing Impact Summary

Overall estimated reach (Print + Digital + Radio): 2.35 Million Individuals
How many targeted individuals are at least 60 miles from Kemah? Over 85% of our paid ad spend is strictly ring-fenced to zip codes 60+ miles away to guarantee we are importing new tourism dollars and driving overnight hotel stays.