Texas Tourism

Results as big as Texas.




The Challenge

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.

  • Leisure travel was up 12% nationwide, yet down 17% in Texas.
  • Negative perceptions due to stereotyping and political baggage plagued the state.
  • There was little differentiating Texas in the minds of travelers.

Thinking ahead by looking back.

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.


An Integrated Approach

  • Strategic planning
  • National and local media buying – TV, radio, print, outdoor, digital, and experiential
  • Creative development and production across all touchpoints
  • B2B and B2C content strategy and creation
  • Social media strategy and execution
  • Overseas marketing and advertising
  • Website
  • SEM
  • In-app ads

Lots of passions. One destination.

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.

Target Passion Points Travel.png

Campaign Evolution

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.

  • User-generated social media content
  • Long form “storytelling” videos
  • Rich media content – onsite and paid native
  • Localized “contra-seasonal” effort
  • Ten-city mobile truck tour