Campaign ran: Taking tourism to a whole new state.
Slingshot developed new broadcast, print, website and digital productsto raise awareness about Texas as a travel destination and to increase leisure vacations to Texas.
Our research pointed to activities and attractions visitors were most interested in, which informed our strategy. The use of passion points helped personalize targeted media tactics and messaging to ensure greatest creative relevance and resonance with our primary targets. Creative products highlighted passion points, such as music and the outdoors. Digital ads ran on key travel endemic websites, lifestyle, and contextually relevant ad networks to reach all targets at inspiration and planning phases of their travel journey. Each passion point has a stamp which, when users click through, corresponds with the section within the website, TravelTex.com.
This new website made discovering Texas and planning a trip easy. Visitors explore the state by region or follow their passion points to find things to do. They also create their own Texas Passport and customize it to bookmark the places and activities they want to enjoy on their trip.
On Pandora we created Texas Radio, a series of branded channels offering a diverse range of Texas music. From rock to country to dance, we saw 5,000 stations added, and we have streamed 1,300 hours of Texas music to our audience.
We reached iPad users through the USA Today App where we delivered an ad that let readers swipe to explore the digital passport on their tablet, driving 25,000 engagements.
Texas is more than a state. It’s like a whole other country. So we developed more than just another state ad campaign. Utilizing a holistic, personal approach, our goal was to reach potential travelers in new, unexpected ways that interrupt their normal routine of media consumption—and bring Texas and its longstanding tagline to life in new and surprising ways.
Travel to Texas is on the rise, thanks in part to this effort. During 2012, more than 220 million visitors to Texas destinations spent upwards of $65 billion in the Lone Star State—up 7 percent over the previous year. And since the new campaign launched in February 2013, there has been a 10 percent ROI increase in the revenue attributed to advertising-influenced travel to the state, as well as more than 2.5 million incremental leisure vacations to Texas. With premium ad network Specific Media, we created expandable ads that let people explore digital passports. These earned a click-through rate and interaction time 2.5-times the industry standard. The digital campaign alone delivered more than 450 million impressions.