Texas has cowboys and a whole lot more to offer travel and adventure seekers, and State tourism officials plan to showcase the Lone Star State’s diversity of attractions with its new advertising campaign that launches today. Created by TM Advertising, the integrated campaign targets leisure travelers aged 25-54 and seniors, and it continues to present Texas as the place to visit for unique, exciting and authentic leisure experiences. Anchored by TV, print, online, direct, and public relations, the campaign aims to capture Texas‘ diverse, and often unknown, array of leisure activities and attractions, as well as the historical and cultural offerings, which make it a top-tier vacation destination. The online component, one of the largest efforts to date, truly takes the hassle out of trip planning and offers a highly interactive, more approachable way to travel to Texas.
It provides travelers the ability to create their own customized Texas trips, allowing for a more manageable travel planning experience. With multiple functions, the tool will develop a trip, provide a map and allow users to share itineraries with friends by e-mail or by printing them out.” We’re excited about the launch of the new campaign, which builds on the tremendous successes achieved over the past three years in driving vacation interest in travel to Texas,” said Julie Chase, Chief Marketing Officer for the Office of the Governor, Economic Development and Tourism. “Our hopes are that the new campaign will continue to expand consumer perceptions of Texas and educate potential visitors about the ‘real’ Texas — a state filled withan amazing diversity of attractions and activities.”
The TV component consists of five 60-second direct-response commercials that will air on ABC Family, Animal Planet, and Discovery. Each spot tracks the vacation experiences of visitors as they travel throughout the state enjoying the range of activities, attractions and landscapes available. Activities depicted cover the full scope of experiences leisure travelers seek in vacations including camping, fishing, hiking, rafting, surfing, visiting a Texas winery or theme park, enjoying Texas beaches, shopping, country dancing or having a night out on the town. In addition, vacationers are seen enjoying the variety of culture represented through Texas‘ award-winning Southern gourmet cuisine and diverse shopping experiences. The ads will continue to use the state’s long-time tagline; it’s like a whole other country(R).