Some of these changes are more obvious, but bringing PR into paid advertising is an interesting insight that other destinations likely see happening too.
Visit Dallas tapped into basic motivators like civic pride and creative expression to drive serious increases in social media reach, providing an attractive benefit/cost ratio for the cash-strapped bureau.
Well-known and well-visited cities are receiving the most benefits from the increase in international tourism, especially as travelers lengthen their stay but keep to one destination.
Virgin and Delta have a fifth of the available gates at Love Field, while Southwest retains everything else. It's interesting when Delta is the little guy.
Business travelers might be able to find Dallas on a map, but for many leisure travelers it's lumped in with a number of Southern cities making the potential success of this campaign a major boost for the city.