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National tourism campaign for the 156-member Dallas/Fort Worth Area Tourism Council. Door Number 3 began by renaming the 32-county region and then dividing it by activity and area of personal passion, versus solely by city or region. The result: a one-of-a-kind, interactive vacation planning experience.


Case Study:



Objective:

Increase tourism revenue and visitors to the Dallas/Fort Worth area. Market the exciting, diverse and rich offerings of the region as a travel destination. Make overwhelming “metroplex” feel personalized and digestible to tourists. Reveal unknown, desirable features and assets of the area.

Execution:

We began by renaming the 32-county region and then dividing it by activity and area of personal passion, versus solely by city or region. The result: a one-of-a-kind, interactive vacation planning experience at visitdallas-fortworth.com. Travelers can choose from over a dozen tours created by area insiders – from “Art Attack” to “Foodie” to “All About Kids.” Or they can build their own unique tour by dropping destinations directly into their suitcase. Once finished, they just map, print and go.

A dynamic mix of print and online targeted the planning and purchasing habits of today’s travelers through sites focused on consumer-generated content, online travel agents and the loyal readers of travel and lifestyle publications. Geo-targeted ads ran on sites including Orbitz, Trip Advisor, Frommer’s, Budget Travel, Texas Monthly and National Geographic. Full-page print ads ran in Budget Travel, Vanity Fair, The New Yorker, Condé Nast Traveler, Architectural Digest, Bon Appétit, House and Garden and Gourmet Magazine.

Results:

Dallas/Fort Worth-Arlington was ranked the #1 leisure tourist destination in Texas in 2008.

Site visits have increased by more than 45% this year with visitors from ten different countries.

The unexpected side of DFW was fully revealed. Things like nature trails, wineries and lakes rose to the top of the search listings.

A powerful, meaningful and motivating brand identity was realized, unifying nearly 40 area cities.

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