Houston has hosted a number of high-profile events in recent years. However, research conducted by the Greater Houston Convention and Visitors Bureau (GHCVB) found that many visitors didn't know what else the city had to offer.
“We used to think of PR around the events... but never anything about the city itself,” says Lindsey Brown, director of marketing and PR for the GHCVB.
The group launched an effort to encourage tourism and help enhance the city's appeal.
Strategy
GHCVB decided to expand ...