- New website launch
In April, VisitDallas Marketing & Communications team launched the new VisitDallas.com. The new site is relevant, dynamic and user-friendly and presents Dallas as the vibrant, cosmopolitan city that it is. The cuttingedge site incorporates impactful video and imagery throughout and features helpful tools for visitors, clients and media. Dallas Now, our new blog, adds fresh and fun weekly content to site.
- Social media photography contest
In an effort to showcase the many perspectives of Dallas, we launched an Instagram photo contest to highlight the emotional connection the visitors and residents have to Dallas. The four-week contest introduced Dallas photography to potential travelers like never before. Participants submitted personal photography for the grand prize offering and for potential use in future communications materials. See results of the campaign on Instagram by searching #DallasTho.
- LGBT Pride campaign on Snapchat
The team launched the first-ever Snapchat channel, featuring the LGBT community in Dallas, as a summer promotional campaign. Followers could watch stories about members of the community and submit their own videos for a chance to be part of a longer narrative video during September’s Dallas Pride festival.
- Dallas Strong video
Following the tragic events of the Dallas police shootings in July, we produced a compilation of the community tributes and speeches delivered at the police memorial, celebrating the strength of the Dallas community amidst the difficult time. Sony Music generously provided the rights to Stevie Wonder’s hit song, “I’ll Be Loving You,” poignantly shared at the memorial by Dallas Police Chief David Brown.
In addition to national and international journalists researching Dallas story angles, we hosted targeted, themed press familiarization trips (FAMs). Each FAM highlighted Dallas as the ideal destination for travelers in a variety of niche markets and showcased diverse, and sometimes undiscovered, parts of the city.
- Crusoe the celebrity dachshund
Crusoe, arguably the most famous weenie dog on the planet, launched a book and went on tour this fall, stopping in Dallas for several days to experience the city’s dog-friendly amenities. We coordinated an on-air appearance, a custom dog-friendly itinerary and a variety of other treats and surprises, all shared on social media.
- Millennial media FAM
Millennials are increasingly considered the most important generation for travel and tourism growth. In effort to promote Dallas as the go-to destination for Millennials, a select group of influential media outlets were invited to the city for a four-day media tour. Video bloggers, lifestyle bloggers andthe editor of online Millennial Magazine experienced how Dallas is becoming an Impact City and a cultural and food mecca for young adults.
- LGBT Pride FAM
In honor of the Pride festivities in Dallas, four LGBT media from the United States and Canada visited Dallas to explore the city’s rich LGBT heritage and visitor destinations. The press itinerary highlighted the city’s Pride festivities, in addition to a robust line-up of attractions and restaurants. Media included bloggers, vloggers and traditional print writers.
- Fashion influencers Instagram FAM
In conjunction with VisitDallas partners, we held a unique press trip featuring fashion influencers and national writers to experience luxury travel and shopping in Dallas, proving that Dallas is a city that will suit any travel interest. Six media experienced the best of the Dallas social and arts scene, luxury shopping, hospitality and hot restaurants.
On the small screen
We engaged with some notable TV programs to showcase the city’s culinary creativity and top attractions.
- Simply Ming
To tout Dallas’ significant culinary scene, the team engaged PBS star Ming Tsai and his culinary program, Simply Ming, to feature four top Dallas chefs and the city as a foodie destination. Features included a Dallas Farmers Market tour with chef Matt McCallister and cheese making at Paula Lamberts’ Deep Ellum shop, among others.
- The Daytripper
Chet Garner, TV host of the popular Daytripper PBS series, filmed in Dallas for the first time, featuring the Perot Museum, outdoor activities, Pecan Lodge and other Dallas attractions. Part of the 2016 season, the episode aired in the fall.
B&G is still a big deal
In its third year, our “Big Things Happen Here” campaign continues to capture the imagination of visitors and locals. This year, we have collaborated with local artists to create sets that personify and reflect neighborhoods across Dallas, as well as created several themed sets, including the latest ones that celebrate the holiday season—see them around the city, including at the Dallas Arboretum, Galleria Dallas, Main Street Garden, Pegasus Plaza, Belo Garden and more.
The Marketing & Communications team has developed and launched a new sales and marketing collateral suite for use by all of the VisitDallas teams. We also partnered with Lonely Plant to develop a Dallas-themed version of their well-loved Official Visitors Guide, as well as a Business Traveler’s Guide. Both pieces can be viewed and downloaded on the new VisitDallas.com
THE STRATEGY FOR 2017
After extensive marketing research and supporting data, we have confirmed that the Dallas message resonates with certain regional audiences, both in our drive-in and fly-in markets. We will continue to focus our targeted efforts in several key markets, including Albuquerque, New Orleans, Kansas City, Memphis, Oklahoma City, Shreveport, Tulsa, Little Rock, Austin, Amarillo, Lubbock, San Angelo and Jackson, Mississippi.
B&G – getting bigger
We will continue to build upon the momentum of this successful campaign, creating more recognition and engagement with the B&G sets, both with locals and visitors. Social media will play a BIG part in this campaign, as well as multiple other communication outlets. In the new year, permanent sets designed by local artists will be installed throughout our many entertainment districts to tell the story of the area and create an engaging tour for visitors.
Themed media outreach
To build on the success of this year’s outreach, we will continue to host targeted, themed FAMs, promoting Dallas as the ideal destination for travelers in a variety of niche markets.