Slingshot Claims Two Telly Awards for Texas
Dallas Agency Attracts Visitors to ‘Whole Other Country’
DALLAS – (August 6, 2013) – Telling the story of Texas in two, thirty-second commercials is one tall order. Yet Dallas agency Slingshot LLC captured Texas’ diverse, natural beauty and its eclectic, vibrant music scene in two award-winning television spots, “Great Outdoors” and “Live Music.” The full-service advertising agency earned its client, Texas Tourism, silver and bronze statuettes at this year’s 34th Annual Telly Awards. Slingshot’s entries dominated the travel/tourism category with the only two trophies awarded in the group. These are top honors from a guild that doesn’t give golds.
The spots’ cinematic approach takes viewers along for the ride to the Lone Star State. “Live Music,” which won bronze, reminds potential visitors that Texas “isn’t just country music, it’s music country.” Venues and genres from all over the state lure music lovers to experience Texas music for themselves. “Great Outdoors,” which took the silver, debunks the myth of Texas as an arid flatland by introducing travelers to Texas’ mountains, beaches, wetlands and waterways with the surprise that piques explorers and trip planners alike.
Travel to Texas is on the rise. 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. Travel and tourism directly supported 568,000 jobs and generated $4.4 billion in local and state taxes—up 10 percent from the previous year.
“The campaign really takes ownership of our popular tagline, which is among the most recognized in the travel industry,” said Brad Smyth, Texas Tourism director. “With our diversity of places to visit and vacation experiences that simply cannot be enjoyed anywhere else, a vacation to Texas can truly feel like a trip to ‘a whole other country.’”
Director Jeff Bednarz combined intimate close-ups, time-lapse shots and sweeping, wide perspectives. For the music spot, he also employed an old 35mm crank camera to add a nostalgic element to stock photography used. Dallas-based production company Directorz and an all-Texan cast traveled to 20 locations, including Austin, Dallas/Fort Worth, Houston, New Braunfels, San Antonio, Big Bend National Park and South Padre Island. Dallas-based Lucky Post managed post-production.
The TV spots are the cornerstone of a multiple-media tourism campaign aimed at travel-minded baby boomers, Gen Xers and millennials ages 18 to 64 years old. Spots aired this year on cable television, and they continue to run online in the U.S., Canada and the U.K.
The Telly Awards, founded in 1978, honors the best film and video productions, online video content and local, regional and cable TV commercials and programs.
About Texas Tourism:
Texas Tourism is a division of the Texas Office of the Governor, Economic Development & 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, thereby creating revenue and jobs. Travelers in Texas enhance state and local economies as evidenced by preliminary estimates of $65 billion in direct travel spending in 2012 and more than 220 million domestic visitors to Texas destinations last year. Travel and tourism directly supported 568,000 Texan jobs and generated $4.4 billion in state and local taxes in 2012.
About Slingshot LLC:
Incorporated in Dallas in 1995, Slingshot is an independent, full-service agency that provides marketing and advertising services to clients who understand that their consumers are changing dramatically due to the digitization of their lives and media fragmentation. The agency’s clients include Corner Bakery, Susan G. Komen, Pizza Inn, Borden Dairy and the American Heart Association. Services include traditional and interactive advertising, social media, web development, brand development and media planning and buying. Slingshot was named one of Advertising Age’s Best Places to Work in Media and Marketing for 2011 and 2012. For more information, call (214) 634-4411 or visit www.SlingshotLLC.com.