With travel demand surging, Travel Texas seized the opportunity to promote Texas as a top destination. Using advanced Digital Out of Home (DOOH) technology, the campaign targeted specific demographics in real-time to maximize reach and impact. The goal was to attract a national audience, particularly millennials and Gen X travelers, by showcasing the state’s diverse experiences beyond its well-known BBQ and country music culture.
However, challenges included heightened economic caution among consumers and intense competition from other destinations. To stand out, Travel Texas focused on precise audience targeting and compelling messaging, positioning Texas as a unique, vibrant travel choice in a crowded market.