Skift Take
Texas’ ad campaigns last for years, creating a unified brand that helps potential visitors identify and define the destination with a consistency that can be difficult to achieve with consecutively changing campaigns.
When Texas Tourism plans an advertising campaign, it goes all in. Websites are rebranded, mobile apps are created, and the brand lasts for years.
Texas Tourism’s newest campaign launched in January 2013 with a focus on the music scene and cowboy lifestyle that are viewed as critical to the southern state’s culture.
The campaign released 11 print ads depicting shopping, hiking, and theme park and followed up with three TV spots in March. The ads were created by Dallas-based advertising agency Slingshot.
The largest component of the three-fold campaign is digital, which takes up 53 percent of its domestic advertising spend. Print takes up 32 percent and TV takes up 10 percent of the total budget.
Travel Texas’ website and mobile website were redesigned to match the themes of the campaign, and a complementary mobile app is planned for March 2013.
In additional to country-wide coverage, the campaign will run in the state’s top five international markets including Mexico, Canada, the UK, Germany and Brazil.
Texas Tourism estimates that advertising resulted in visits that generated $176 million in state tax dollars from out-of-town travelers in 2012.
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Photo credit: Texas Tourism's website and mobile site have been redesigned to match the new campaign's look and feel. Travel Texas / YoutTube