Texas Tourism

Texas is more than a state. So we developed more than just another state ad campaign.

TheWork

Utilizing a more personal approach our goal was to reach potential travelers in ways that interrupt their normal routine of media consumption – and bring Texas and its longstanding tagline, “It’s like a whole other country”, to life in surprising ways.
We set out to precisely target three distinct groups of travelers based on their “passion points” regarding travel (shown in the table).

Passion Point Table

Our diverse audience spanned the US and nine international markets. Cable TV built reach, and digital video extended it into off-hours. Interactive print and TV provided engagement. Location-based digital ads served targeted messages to qualified consumers. Partnerships with National Geographic and AV Club brought Texas to young travelers in surprising ways.

We set out to precisely target three distinct groups of travelers based on their “passion points” regarding travel (shown in the table).

BBQ-obsession

We set out to precisely target three distinct groups of travelers based on their “passion points” regarding travel (shown in the table).

Texas on Tour

Then we tapped into the resource that Texas has plenty of — local pride. We tasked locals to tag #TexasToDo across social media to show us their Texas. #TexasToDo images are pulled on to TravelTex.com and can be easily sorted by interests, cities and regions to help visitors discover the must-see experiences in Texas. The #TexasToDo program was supported by digital media, and a traveling truck featuring live screen printing of t-shirts designed by Texas artists.

A 1:1 immersive experience lured thousands into our engaging “Texas on Tour” regional events. The centerpiece is a touch-based technology, the interactive “passport” platform allowing users to interact with, and learn more about, passion points that interest them.

Branded content, search, and in-app ads rounded out the buys—all leading to the reinvented TravelTex.com site that offers numerous ways to explore Texas offerings based on the kind of traveler you are, the items you’re likely to stow in your suitcase, and even the view you’d most like to see out your hotel window.

Texas Experience

Branded content, search, and in-app ads rounded out the buys—all leading to the reinvented TravelTex.com site that offers numerous ways to explore Texas offerings based on the kind of traveler you are, the items you’re likely to stow in your suitcase, and even the view you’d most like to see out your hotel window.

TheResult

This customized approach worked. In a single year, information inquiries increased by 16 percent over the previous campaign time. The overall rating of Texas as a vacation destination improved by six percentage points (SMARI), beating Florida and California. Most importantly, more travelers visited Texas thanks to the new ad campaign and website—nearly 7 percent more travelers crossed our state lines than in the prior year.