On March 28, Visit Dallas launched its new brand to the local Dallas community after 2 years of research and interviews with local stakeholders, residents, government officials and travelers from across the country. Dallas’s ‘maverick, can-do spirit’ was unveiled with ‘just the right amount of swagger’ at a press conference at AT&T Discovery District in downtown Dallas.
Along with a few other agency partners including Greenhaus, Strategar and more, and the steadfast direction of Jennifer Walker and the amazing Dallas team, we helped develop a local campaign that can currently be found all over Dallas (billboards, kiosks, DART buses, street banners, CTV/OTV, digital/social, Dallas Morning News, on Telemundo, at the airports, in print…and more!). We commissioned local artists to not only bring to life notable Dallas ‘Can-Doers’ but to also interpret key destination pillars into true works of art. This initial step of creating a campaign to get the destination on board with their new brand has been crucial as we take the rebranding of Dallas across the nation and globe in the future. We know the people of Dallas is what makes this place so unique, and the community can stand behind their story in a uniquely iconic way. Visit DallasCanDo.com to learn more!
Visit Dallas’ Process By The Numbers
QUALITATIVE RESEARCH
1,500+ Survey Respondents
31 One-on-One Stakeholder Interviews
8 Qualitative Focus Groups
3 Customer Advisory Board Groups
3 Brand Workshops Comprised of 49 Passionate Dallasites
QUANTITATIVE RESEARCH
14 Consumer Focus Groups
7 National Markets
4 Local Focus Groups
3 Customer Advisory Board Groups
1 National Study
