Texas is more than a state. It's like a whole other country. With vast landscapes, cultures and cuisines, there is something for every traveler. Marketing for a state with so much to offer creates a unique challenge — how do you communicate the richness of experiences within a campaign or a banner ad. Our solution? Tap into the resource that Texas has plenty of — local pride. #TexasToDo was born from the idea that nobody knows the state better than our locals or as we like to call them, our "Texperts." We tasked our "Texperts" to tag #TexasToDo across all social media platforms to show us their Texas. And we didn't stop there, #TexasToDo images are pulled on to TravelTex.com and can be easily sorted by interests, cities and regions to help visitors discover the must-see experiences in Texas.
The #TexasToDo program was supported by digital media, and a traveling truck featuring live screen printing of t-shirts designed by Texas artists.
The overall #TexasToDo Program launched in 2014 and had great success in garnering user-generated images from all over the state of Texas. Slingshot was then challenged with extending the reach of the program and continuing to create entertaining ways that a consumer could engage with #TexasToDo and with the overall Texas brand.
The goal of #TexasToDo Films was to create online videos that extended our advertising campaign by diving deeper into the unique people and places that make Texas like a whole other country. Identified as “Texperts”, the webisodes provide an opportunity for them to tell their stories in deeper ways that may not lend themselves to traditional media.
Not only do the webisodes reside on the Texas Tourism website, but we also created a series of rich media units featuring different #TexasToDo Films viewers could play right from the unit and be inspired to book a trip.