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New Tourism Campaign from Travel Texas Urges Visitors to Go 'Get Your Own Trip to Texas'

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Proof Advertising breaks the typical templated mould of state tourism advertising with latest work

New Tourism Campaign from Travel Texas Urges Visitors to Go 'Get Your Own Trip to Texas'

Travel Texas is unveiling a new national campaign centered on the rallying cry, 'Get Your Own Trip to Texas'. The campaign looks to break the typical templated mould of state tourism advertising, because for Texas, there is no simple recipe that can capture all that the state has to offer.

The state’s vast landscape of cultures, regions, destinations, and activities make for an infinite number of travel combinations, allowing visitors to personalize their trip to their own unique preferences.  No two trips are alike - nor should they be. As such, the message behind the campaign is simple: there are an infinite number of trips to Texas but the only one that matters is yours.

Concepted and executed by Proof Advertising, the campaign captures moments from over 20 different locations in Texas and puts them together in ways that show the unmatched variety Texas has to offer. Just when the viewer thinks they are watching a “typical” tourism commercial, the actor breaks the fourth wall and proclaims that this is their trip to Texas and urges the viewer to “Go get their own."


In addition, national print, digital and social assets will hit the market throughout the month of February with all creative driving consumers to the Get Your Own Trip to Texas custom Trip Builder which will also live on TravelTexas.com. More vision board than typical itinerary builder, the experience allows users to swipe left and right on different Texas activities to generate trip inspiration matched to their unique interests. Print will be running across publications like Esquire, Men’s Health and Country Living, while social and digital is supported across Facebook, Instagram, TikTok, Pinterest and more.


The media plan looks to leverage unique personalization targeting where possible; for instance, print ads leverage online data and are inserted into relevant subscribers’ issues and streaming audio ads will dynamically change based on listener’s behaviors. Overall, the media will drive 1.8B impressions of paid media support to get the new campaign in front of travel intenders. 

Tim Fennell, tourism deputy director of Travel Texas said: “Texas offers unlimited options and experiences for travelers that are seeking personalization and customization above all else. There is no better way to celebrate that than inspiring consumers to explore all that the state has to offer and make their trip to Texas truly their own.” 


“No two trips to Texas are ever alike. So when it came to storytelling, first we challenged the overdone conventions of the category. Then we broke the 4th wall and engaged the consumer to ‘Get Your Own Trip’. You should never have to settle for a cookie cutter itinerary (or a cookie cutter travel ad), and Texas offers an infinite number of ways to make a trip your own,” said Craig Markus, executive creative director of Proof.

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Credits

Campaign: “Get Your Own Trip To Texas”

Client: Travel Texas

Executive Director, Texas Economic Development & Tourism: Adriana Cruz

Director of Tourism: Tim Fennell

Deputy Director of Tourism: Nate Gieryn

Advertising Project Manager: Patrick Rios

Agency: Proof Advertising

President/Owner: Bryan Christian

Executive Creative Director: Craig Markus

Creative Director: Claire Jordan

Associate Creative Director: Josh McGonigle

Associate Creative Director: Matt Morris

Producer (Video): Amy Hurt

Producer (photo): Shannon McMillan

Head of Strategy: John Kottmann

Account Director: Eloisa Sisson

Account Director: Blake Maraoui

Senior Account Executive: Samantha Nibbelink

Production: Native

President: Michelle Isbell

VP: Tony Miglini

Director: David Edwards

Co-Producer: CoMPANY Films

EP: Ron Cicero

DP: Benjamin Kracun

Line Producer: Rebecca Brown

Editorial: Union Austin

Editor: Einar

Assistant: Tyler Costill & Drew Johnson

Producer: Julie Anderson

EP: Vicki Russell

Post: TBD/Austin

Colorist: Brandon Thomas

Finishing: Dennis Valk

Audio: Dusty Albertz

Music: Shindig

Photographer: Rod McLean

Photo Production: Tamco Productions

Genres: People

Categories: Travel, Services

AJM, Wed, 09 Feb 2022 10:15:00 GMT