Juneteenth Retrospective

Juneteenth, the oldest known commemoration of the end of slavery in the United States, began in Texas.

Slavery ended on January 1, 1863, when President Abraham Lincoln signed the Emancipation Proclamation; however, it took over two years for the news to reached Texas. On June 19, 1865, Union soldiers, led by Major General Gordon Granger, landed at Galveston, Texas, with news that the enslaved people were free.

In 1979, State Representative Al Edwards authored and sponsored House Bill 1016, making June 19 ("Juneteenth”) a state holiday in Texas. The Missouri City Juneteenth Celebration Foundation began recognizing the significance of Juneteenth in 2002, with annual celebrations. President Joe Biden signed the Juneteenth National Independence Day Act into law on June 17, 2021, making Juneteenth a federal holiday. The late U.S. Rep. Sheila Jackson Lee helped introduce the bill that made Juneteenth a national holiday.

For over two decades, the Missouri City Juneteenth Celebration Foundation has afforded businesses prime opportunities to reach a growing market of potential consumers not readily accessible through conventional advertising and promotional campaigns.

We offer a fully integrated program featuring multiple events designed to increase brand awareness while providing unique “touchpoints” impacting our sponsor’s bottom-line objectives.

Fort Bend County is one of the fastest growing and most diverse counties in America, with a population of over 800,000, with African Americans representing 21 percent, epitomizes a significant targeted demographic. Therefore, one could conclude that bringing positive attention to a significant segment of your targeted demographics is vital to the advertising connection process.

To endear black consumers to a particular brand, “It is essential to incorporate smart messaging through a broader engagement strategy while demonstrating a familiarity with the culture perspective.” (Cheryl Pearson McNeal-Vice-President, Nielsen). To attract middle-income black consumers, campaigns must be culturally relevant and nuanced.

Fulfillment elements include signage, media exposure, retail-based “on-location” promotions, corporate hospitality, community relations, and person-to-person networking opportunities--all great reasons to align with a nationally recognized, annual event that attracts local and regional attendance and participation.

We have experienced significantly increased attendance and participation in the past two years, due in part to the fact that Juneteenth is now a national holiday. We anticipate substantial growth this coming year as well, which will enhance advertising and promotion effectiveness.