Travel Texas and Partners
Travel Texas x Texas Frontiers
Breaking free from stereotypes to showcase the modern Texas Frontier.
The Texas Frontiers campaign set out to rewrite the UK’s story of Texas — spotlighting the state’s vibrant culture, breathtaking landscapes, and dynamic cities all told through bold storytelling. The mission? To break free from tired stereotypes and position Texas as a must-visit destination for the curious, experience-hungry traveller.
Now in it's xx year, at the heart of this iteration was premium storytelling — designed to forge a deeper emotional connection with Texas by tapping into shared passions: live music under the stars, smoky barbecue trails, legendary road trips.
This co-operative campaign, led by Travel Texas, involved Visit Austin, Visit Dallas, Visit Fort Worth, and Visit Houston. The campaign rolled out across digital, print, and out-of-home platforms, capturing the imagination of audiences through high-impact, emotionally resonant content.
Challenge
While outdated stereotypes and old tropes persist, the diversity of the Texas trip on offer provides an endless opportunity to transform perceptions of Texas among UK travellers.
Choosing what to talk about is the biggest challenge, from shining a light on Texas’s lesser-known sides and discovering unexpected angles, emotive visuals, and compelling storytelling to deepen emotional connections.
Insight
We tapped into the UK’s quiet fascination with the frontier, all that cowboy mythology, wide-open landscapes, and rugged spirit, and used it as a bridge to tell a bigger story. One that revealed the Texas of today: dynamic, diverse, and alive with culture, technology, and creativity. The modern frontier.
Solution
Harnessing the power of trusted editorial environments (The Guardian, The Telegraph and Food & Travel) and long-form storytelling to challenge outdated ideas of Texas and replace them with a fresh, multifaceted view of the state.
We created destination-led articles that explored themes such as Texas’s music heritage, culinary scene, local voices, and natural beauty.