Travel Texas

High Empathy signals among female executives engaging with ranching content were predictive of ground arrivals.

$60million in economic activity for the state of Texas

97%Increase in Travelers

The Signal

Female executives and CEOs generated an unusually strong Empathy response to ranching and nature-based creative. That finding was invisible to every standard audience model.

The Decision

The hypothesis was straightforward: if the brain signal shows a segment being genuinely moved by content, and that signal has been validated against real behavior, follow it. GlassView optimized delivery toward that segment. Arrivalist confirmed it. The people the Empathy signal identified actually got on planes and drove across state lines and arrived in Texas in measurably greater numbers.

The Proof

$60 million in economic activity for the state of Texas. Verified by Arrivalist -- physical device movement, not modeled intent or survey recall. 97% more travelers arrived. Real people. Real arrivals. Real ground truth.