Giving the Lone Star State Mass Appeal.
TEXAS TOURISM
We took “Texas. It’s Like A Whole Other Country” from just a tagline to the central theme for a 360-degree campaign that more precisely targeted distinctly different traveler segments with relevant messaging personalized to their specific “passion points.”
BRIEF
WORK
• Creative Strategy
• Brand Guidelines
• Broadcast Production
• Integrated Campaign
• Website
• Mobile App
To quickly build reach for the new campaign, we established a foundation of cable TV and print vehicles to build reach and exposure. We chose networks and publications based on effective reach of targets and considered alignment with relevant passion points.
Introducing the Texas Passport.
Creative established the Texas Passport as an executional element across TV, print, digital, experiential, and TravelTex.com to reinforce the central theme of Texas as a whole other country and to serve as an online tool for exploring the state and planning trips. “Passion point” stamps incorporated into all creative, including a navigation menu in print and digital media and on TravelTex.com, evoked stamps in a passport and categorized subject matter to make large amounts of information more easily searchable for consumers. All creative drove consumers to TravelTex.com to start exploring, create personalized trip plans, and order a Travel Guide.
How a Journey to Texas Begins.
Our new campaign delivered the right message to the right person in places where they are paying attention, to reach them where they are actively engaging with media—their “passion points.” We did this by using new, unexpected ways to interrupt their normal media consumption routine and surprising them with messages personalized to their interests where they are living their lives and thinking about travel.
Interactive Print.
We complemented traditional placements with emerging technology to help interrupt consumers’ normal media habits and bring Texas to life in new and surprising ways. Through an interactive TV buy on AT&T U-verse and interactive print ads that utilized QR codes to complete a unique Texas experience, we added a layer of interactivity and provided deeper brand engagement for consumers.
Destination: TravelTex.com
Our goal for the TravelTex.com redesign was to provide information, drive inquiries and increase the likelihood travelers would visit Texas. Shortly after launching the site had more than 1,450,000 unique visitors with 64% of out-of-state visitors reporting that they plan to take a trip after visiting the website. We wanted to make it easy for site visitors to explore vacation options and discover the variety of unique places and attractions that Texas has to offer as a destination. We even created a trip planner that allows visitors to bookmark attractions and places to create a one-of-a-kind experience and come back to it later.
Passion points such as music, food, outdoors and beaches drove the way we organized the website. In keeping with the campaign theme of “Texas. It’s like a whole other country,” the site featured the Texas passport. Passion points became stamps in the passport, and visitors could also explore by region and city. In addition, the site was built using responsive design principles so it can be accessed and explored on tablet and mobile devices as well as on laptops and desktops.
Giddy Up.
TEXAS TOURISM
The campaign generated 4,553,036 inquiries, up 16% vs. the previous year and it was judged by SMARI research to be in the top 10% of all tourism campaigns. Overall rating of Texas as a vacation destination improved 6%. As a result, more than 220 million visitors to Texas destinations spent upwards of $65 billion in the Lone Star State—up 7% over the previous year.
Winner – W3 Awards – Gold – Integrated Campaign
Winner – W3 Awards – Silver – TravelTex.com
Winner – Telly Awards – Silver – Great Outdoors Commercial
Winner – American Advertising Federation – Silver – Print Campaign
RESULTS
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