When Slingshot was brought in to reinvigorate the Texas brand, the state was losing ground to major US destinations like California and Florida. We knew we had to shine a light on all the things that make Texas a destination like no other.
It just so happened that Texas had a heck of an underutilized asset going for it: it’s tagline.
While awareness of the line was strong, it lacked meaning among the core audiences the state needed to attract. We decided to give it the platform it was due and made it the central theme to the new Texas campaign.
Knowing that travelers are increasingly driven by experience and personalization, we set out to precisely target potential visitors based on their own interests as revealed by their online behavior, with a focus on the digital environments where travel planning is most likely to take place.
Moving into year three of the campaign, we recommended a pivot towards a younger, but increasingly relevant, Millennial audience. This meant a new approach to the content we created and how it was deployed. And thus, #TexasToDo was born.