Travel Texas
Have you ever noticed that all state tourism commercials look the same? They’re usually a bland montage of the six most popular destinations or activities in the state. It’s a basic formula, but there’s no simple recipe for a trip to Texas. In Texas, personalization is possible. And the state has the potential, not to be everything to everyone, but to offer the right experiences to the right people. Snowflakes, thumb prints, and trips to Texas. No two are alike. And because the only trip to Texas that matters is yours, this campaign encourages you to Get Your Own Trip To Texas.
Poking fun at the tourism category’s typical "bland montage" format, the campaign tapped into a feeling of customization and diversity.
A trip builder like no other
To help travelers plan their one-of-a-kind trip to Texas, we built a one-of-a-kind Trip Builder. More vision board than typical itinerary builder, the experience allows users to generate a custom, visually-led trip matched to their unique interests. Try building your own.
Creative and media worked hand-in-hand to leverage data and deliver custom messages through video, digital, audio and print channels. We supported the effort with 1.8 billion impressions of paid media to reach our travel intender target. To complement our brand messaging, social influencers “got their own trip,” visiting everywhere from Austin to Amarillo, showing off their customized itineraries.
