South Padre Island

Significant Added Value in Media Earned for SPI

Across 6 channels, The Atkins Group was able to gain a 40% uplift in media, at no cost to South Padre Island.

The Problem

In 2016, The Atkins Group—Agency of Record for premier beach destination South Padre Island—was tasked with designing and developing a brand spankin' new website, while simultaneously continuing to drive all media: strategy, planning, and buying.

The Solution

We were up to the challenge: media is nothing new to The Atkins Group, with over 50 years of experience.

The integrated media team came up with a strategic media plan that included offline and online platforms. Each media channel and budget allocations were specifically measured with the specific audience segment for each campaign. While planning happens at the beginning of the fiscal year, constant optimization and campaign revisions happen throughout the year to respond to real-time data.

Not only did the team come up with a creative and data-driven media campaign, we were able to secure a significant about of earned media through tactful negotiations.

The Results

In 2016 alone, TAG was able to secure $673K added value media for South Padre Island. Or approximately 40% of the total media budget.

For any media newbies out there, “added value” is a term that basically equates to free media gained for the brand. To break it down, South Padre Island spent approximately 1.5 million dollars in media. On top of that amount, through negotiations from the TAG media team, SPI gained an additional $673K worth of media at no additional cost: added value.

Magazine media lead the highest value, which was gained through heavily negotiated rates, free advertorial pages and articles. TV and radio media included bonus spots, while digital platforms received over 5,000,000 added value impressions.

The relationships TAG has developed with partners and vendors on all media channels over the years gives us the leverage to produce added value for each of our clients. Which means they can trust that their media dollars are being spent in the most strategic and efficient manner.

Visit the site

South Padre Island CVB.


Travel & Tourism Marketing.


Strategy. Web. Media.


See More Work.