Marfa on the Map

October 3, 2008

Door Number 3 has created a small advertising campaign for the dusty Southwest Texas town turned art destination darling — Marfa.

The “Welcome to Marfa, Texas: It’s Out There” campaign focuses on the juxtaposition of high art and small town Texas life.

In a reversal of roles, it was the agency that approached Marfa’s chamber of commerce to do the campaign, says Prentice Howe, DN3 creative director and principal.

“We were drawn to Marfa. People at the agency find it incredibly unique and spirited,” he says. “It’s old west meets SoHo, and we wanted to bring that story to life.”

The intent of the campaign is to spur travel and tourism interest in the town of 2,121 people about 190 miles southeast of El Paso.

“The chamber wanted to say that we are more than just the Marfa Lights,” Howe says, referring to the mysterious lights that draw tourists to a highway viewing area near the city. “There is a dynamic art community hundreds of miles from a major city.”

The budget for the campaign is minimal, Howe says. It will include posters, direct mail and print advertising focused here in Texas.

“Where the deer and the antelope and the eccentric art collectors play,” reads one marketing piece. In reference to The Chinati Foundation museum at Marfa and other local art galleries, another piece reads: “Closest Airport: 200 miles. Closest Warhol: .01.”

The town of Marfa has not lacked attention from national art and travel writers in recent years. For those who do make their way to Marfa, there are several boutique hotels, galleries, restaurants, a wine bar and an independent bookstore.