• by Fern Siegel , April 2, 2024

Visit Dallas is launching a new national campaign and its first unified branding platform.

The creative, slated for June, has a singular focus. The city is positioned as both a tourism destination and a place that creates jobs and business revenue.

The multichannel campaign by Greenhaus includes print, broadcast, outdoor and digital placements, search and social buys, event sponsorships and activations.

The national brand mantra for Dallas is: "Maverick, Can-Do" spirit.

“Every experience here is bigger, bolder and with just the right amount of swagger – inciting travelers to put Dallas on their leisure radar no matter where their interests lie,” said Rob Petrie, Greenhaus creative partner.

The goal is to reposition Dallas's image – from cowboy oil town into an emerging global power.

The part of the ad campaign geared only to Dallas promotes city innovators that make life, personal and professional, better. They include Anastasia Quinones-Pittman, chef of José restaurant; Daron Babcock, community director with the Stand Together Foundation; and the Maiden Brothers, businessmen who launched a sports foundation.

While the media plan has a strong focus on core Texas travel markets and short-haul flights, such as Charleston, S.C., and Kansas City, Missouri, it will also move into larger markets, including Chicago, Los Angeles, Denver, Miami-Fort Lauderdale, Philadelphia, Seattle-Tacoma, New York, Minneapolis and San Francisco.

Greenhaus, with offices in Dallas and San Diego, was named agency of record for Visit Dallas in 2023. The agency has also developed brand campaigns for Visit Temecula Valley, Visit Anaheim, W Hollywood, Kukui'ula (Kauai) and the Islands of Tahiti.