Brand: Travel Texas
Lead Agency: Proof Advertising
Region: North America
The Office of the Governor, Economic Development and Tourism (Travel Texas) is responsible for promoting Texas as a premier travel destination. The office works in concert with its partners (convention and visitors bureaus, local chambers of commerce, private travel-related organizations and associations) to promote travel to Texas. As such the overall objective of the Proof and AdTheorent Travel Texas FY 19 Campaign was to drive awareness of the destination to ultimately drive visitation. This campaign sought to drive engagement across the Millennial and Gen X targets with custom 360-degree video mobile units.
Within the crowded destination marketing industry, differentiation is key. Texas is in a good position for this type of differentiation because the state is so vibrant and provides such a nice intersection of culture, cuisine, arts and outdoor adventure. The key was to demonstrate these features to potential visitors in an experiential and interactive way to drive engagement.