For the first half of the pandemic, I worked with Corpus Christi to craft appropriate messaging for the tourism market. They had to change directions frequently, as the circumstances shifted week by week. Fortunately, digital billboards make changes simple.

Each assignment required sign-off from a large number of constituents, all of whom disagree with each other: CVB itself, the hotel association, restauranteurs, the city manager, city council, homeowners on the island who feel overrun by unsafe visitors. The messaging shifted from “come to the beach and stay far apart” to “to come to Corpus but visit the aquarium and skip the beach” to “ please don’t come for a while.” Tough row to hoe.