Travel Texas
2xIncrease in Travel Brochure Downloads
97%Increase in Travelers
Objective
Increase awareness of all that Texas has to offer as a travel destination and drive visitation by boosting engagement with travel planning resources.
Strategy
Targeting adults 18+, with a focus on millennials planning urban and experiential travel, we leveraged neuro-powered media optimizations to uncover untapped audience segments. Insights revealed strong emotional resonance among female executives and CEOs around ranching and nature-based messaging, which informed creative and media optimization.
Results
The campaign drove a 97% increase in travelers, generating over $60M in economic activity, alongside a 2x lift in travel brochure downloads, Cannes Lions finalist recognition, and a successful client renewal.