Travel texas
Navigating Tourism After COVID-19
Group project | two weeks | STRATEGY, COMMUNICATIONS PLAN, SOcial media plan
My Role
Category Research | Social Listening | Strategic Plan | Creative Concepts | Comps
The problem
In March the world shut down in response to COVID-19, dealing a deadly blow to the travel industry world-wide. Travel Texas’s “Let’s Texas” campaign needed reworking to fit the mood of the nation.
Key insight
People want to get the hell out of their houses, but they’re too uncomfortable to go out into environments they cannot control.
THE SOLUTIOn
People are worried to get on planes and busses, but they aren’t afraid to drive around in their own car. Travel Texas will speak to Texans and citizens of Texas’ surrounding states and get them to explore the 269,000 square miles of Texas country.
Miles and Miles of texas
Our campaign focuses on Texas, and its amazing variety of landscapes, roads, and cultural hubs. If you’re in the mood to visit a beach, climb a mountain, hike through a forest, or all of the above, you can find a place to do it in Texas.
TARGET AUDIENCE
Psychographics
People working from home looking for a change of scenery
Essential workers looking for a well deserved break
Demographics
Young men and women, aged 18-35
Couples, families, and close groups of friends.
Citizens of Texas and surrounding states, within driving distance to Texas
Creative executions
We developed executions that would find our audience where they are via social media.
Amarillo by morning
In partnership with Waze, Travel Texas will develop a road trip planning application that will take travelers across the state with various pit-stops to see iconic landmarks, parks, restaurants, etc.
Tourists just have to choose a start and ending point, and the tool will give recommendations based on their interests. New road trips will be curated every season, highlighting seasonal destinations like Christmas light tours, seasonal wildlife migrations, and of course, bluebonnets.
waltz across texas
With Chet Garner “The Daytripper,” (a well-known Texan traveller) Travel Texas will create a video series highlighting off-the-beaten-path locations and sights to see around Texas.
Viewers will see this series across social media, and on YouTube where more in-depth videos about his adventures will be published.
prettiest roads in texas
For the driving enthusiasts who love the journey a bit more than the destination, Travel Texas will curate a list of the most beautiful roadways in the state. If you’re looking for a fun road to drive on, or the scenic route, Travel Texas has it covered.
The Travel Texas website will feature a blog about these beautiful roads, and the previously mentioned Road Trip tool will suggest these routes to travelers on their routes.