Travel Texas and partners
Travel Texas x The Blues Kitchen x A Taste Of Texas
We took over the four Blues Kitchen venues in London and Manchester, bringing the flavours and sounds of Texas to a vast UK audience.
For over two months, The Blues Kitchen venues served a specially curated food and drinks menu, showcasing the finest Texan cuisine and cocktails.
Throughout the summer campaign, Texan musicians took to The Blues Kitchen stages, bringing a little of the Lone Star State with them each time.
We utilized The Blues Kitchen’s footfall, email database, Spotify Radio Show, YouTube Channel and huge social media platform to reach an enormous audience across the UK.
The campaign launched with two competitions from the London and Manchester sites – gaining national press and radio coverage.
Challenge
Texas is huge, in size, in personality, and in the sheer variety of experiences it offers. But for many UK travellers, it still sits behind the usual big-name US destinations when it comes to planning a trip. Our challenge was clear: move Texas higher up the list, and show people why it should be right at the top.
Insight
Texas can appear a more complicated and less accessible option, due to its size, number of large cities and diversity of offering.
We found a hook to engage and start telling the wider story.
Solution
We served up A Taste of Texas - a campaign built around the South’s irresistible food culture and brought to life through an experiential partnership with The Blues Kitchen. Guests tucked into a bespoke Texas-inspired menu, paired with live music that captured the spirit of the state. PR and media support amplified the buzz, while targeted trade activity ensured Texas stayed top of mind for both travellers and the travel industry.