Dallas shows off “Maverick, Can-Do Spirit” in new national campaign

DALLAS – Dallas is showcasing just the right amount of swagger with a new destination brand and accompanying national campaign created by Greenhaus for Visit Dallas. As the official destination marketing organization for the City of Dallas, Visit Dallas is tasked with focusing on tourism promotion, increasing business and city revenues and creating and sustaining jobs.

After nearly two years of comprehensive research and stakeholder engagement, the new branding and campaign is centered around the “Maverick, Can-Do” spirit that makes the city unique; a confident energy generated by its people – a diverse, welcoming intermingling of personalities, perspectives and passions. This first ever unified brand approach creates a common platform and position from which all of the city, not just Visit Dallas, can develop creative and messaging from.

“We wanted to craft this unified destination brand to illustrate the individuality that is Dallas; transformed from the oil cowboy cliché into an emerging global power, future facing, magnetically energetic and impossible to ignore. The creative campaign builds upon this foundation, showcasing a destination full of homegrown tastemakers and innovators driving the concept that Dallas allows and invites everyone to experience and “do” whatever you need – for fun and work alike,” said Greenhaus Managing Partner Paul Whitbeck.

The comprehensive, multi-channel campaign includes traditional print, broadcast, outdoor and digital placements, search and social buys, event sponsorships and activations, along with selected travel platform partnerships.

Rolling out now, national consumer and industry-facing creative sets the tone “that every experience here is bigger, bolder and with just the right amount of swagger, perfect for you — inciting travelers to put Dallas on their radar no matter where their interests lie,” said Greenhaus Creative Partner Rob Petrie. New advertisements and campaign elements showcase culinary, entertainment, arts, meeting and LGBTQ+ travel – doing things the Dallas way “‘Cause we can.”

In developing the integrated national media plan, the new campaign expands the city into markets not previously targeted. “While there continues to remain a strong focus on core Texas travel markets and popular drive/short-haul flight audiences, we felt the time was right to add in major metro fly markets with substantial spends and innovative city takeovers in large markets such as Chicago, Los Angeles, Miami-Fort Lauderdale, Philadelphia, Seattle-Tacoma and San Francisco, among others,” Whitbeck added.

The campaign represents the culmination of nearly two years of research, outreach and community feedback. Along with other partners, Visit Dallas and Greenhaus conducted more than 30 individual stakeholder interviews, eight national and local qualitative focus groups, held three customer advisory board groups comprised of meeting professionals and three Dallas-based brand workshops and reviewed more than 1,500 individual survey responses to lay the foundation of a unified, enduring brand identity to build equity and interest in the city as a world-class destination.

“We are thrilled to work with Greenhaus to redefine Dallas and share a new destination brand with our local, regional and national audiences,” said Visit Dallas CEO Craig Davis. “Greenhaus has been an essential partner in telling the Dallas story and including all of our partners as a vital part of this process as we embark on this new journey and create what’s next,” added Davis.

The article Dallas shows off “Maverick, Can-Do Spirit” in new national campaign first appeared in TravelDailyNews International.