Texas Tourism Launches New Advertising Campaign

New Campaign Highlights Unique Traveler Discoveries

Feb 23, 2016, 09:00 ET from Texas Tourism

AUSTIN, Texas, Feb. 23, 2016 /PRNewswire/ -- Texas Tourism launched a new advertising campaign, which is currently rolling out across national television, print and digital media. The new campaign continues to utilize the popular state tagline, "Texas. It's Like A Whole Other Country," and transitions the traveler from the big picture to a more in-depth, focus on the unique individual experiences waiting to be discovered.

The new campaign includes three television ads focusing on family fun, cuisine and traveling like a local.

  • Imagination – by bringing a kid's and kid's-at-heart imagination to life, traveling families capture a glimpse of the adventures that await even the youngest travelers.
  • Many Flavors – highlights the culinary adventure one can experience through the many flavors of Texas.
  • Texas Means Friend – invites guests to explore Texas like a local, providing a welcoming Texan's-eye view of unique destinations.

To supplement the television ads, six new print ads provide additional inspiration for traveler's next Texas trip. The print ads focus on a number of Texas passion points including:

  • Beach – "Dive deep into the heart of Texas."
  • Cuisine – "Around here local favor isn't just about the food."
  • Outdoors – "See where the West is plenty wild."
  • Western – "Here, you don't wear Western, you live it."
  • Music – "Some experiences can't be downloaded."
  • Shopping – "Visit Texas and take home more than just great memories."

"We are excited to showcase the many unique aspects of Texas through our new campaign" said Brad Smyth, Tourism Director for Texas Tourism. "Texas is a diverse destination, and the goal of our new creative is to showcase that diversity and immerse prospective travelers in the sights, sounds and flavors they will experience during a trip to our state."

The campaign aligns with the latest consumer attitudes, as travelers are now more driven by authentic, personal experiences than by destination alone, and have a strong desire to experience destinations like a local. 

Research findings guided the campaign creative to strategically focus on family fun, cuisine and traveling like a local. The campaign targets Boomer, Millennial and Gen X travelers with an emphasis on Millennial and Gen X travelers – as both targets now count for more than half of non-resident overnight leisure travel. Research shows that one in three leisure trips to Texas includes a child in the travel group with higher rates among Millennial and Gen X travelers. Dining out and experiencing local cuisine are among the top activities for visitors to the State.   

Images and video from the campaign were shot throughout the seven regions of Texas:

  • Big Bend Country – Big Bend National Park, Comstock, El Paso, Guadalupe Mountains National Park
  • Gulf Coast – Dickenson, Galveston, Houston, Point Bolivar, Port Aransas
  • Hill Country – Austin, Canyon Lake, Driftwood, Dripping Springs, New Braunfels
  • Panhandle Plains – Graham , Palo Duro Canyon State Park
  • Piney Woods – Zavala
  • Prairies and Lakes – Arlington, Dallas, Fort Worth
  • South Texas Plains – San Antonio

To learn more about the new campaign, visit www.TravelTexas.com, and connect with Texas Tourism on Twitter, Facebook, Pinterest and Instagram.

About Texas Tourism: Texas Tourism's mission is to enhance and extend local economic development efforts by marketing Texas as a premier travel destination in out-of-state domestic and international markets, generating non-Texan travel to the state. Travel and tourism are vital to the Texas economy, with more than $70.6 billion spent at destinations across the state in 2014.  Travel spending directly supported 630,000 jobs while generating $6 billion in state and local taxes.


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SOURCE Texas Tourism