Travel Texas and Partners
Travel Texas; The Summer of Music
We set out to shift UK perceptions of Texas beyond cowboys and the Wild West, spotlighting Austin and Fort Worth as vibrant, modern cities brimming with music, food, and culture. The objective was to inspire travellers with a richer, more authentic vision of Texas, one that goes far beyond the clichés.
Instead of blending into the noise of traditional advertising, the campaign came alive through festival partnerships, brand collaborations, and immersive activations. From live performances and chef-led BBQ masterclasses to branded chill-out zones and interactive experiences, Texas was brought directly to UK audiences. With support from partners like Marshall, Weber, ARIAT, and Yeti, and amplified through content and influencer coverage, the campaign delivered a living, breathing taste of Texas that left a lasting impression.
Challenge
Texas is world-famous, but UK travellers often reduce it to a single story, cowboys, frontier myths, and rodeos, overlooking the food, music, and fashion scenes that define its modern cities. With limited budgets and countless U.S. destinations competing for attention, we needed to break through the noise and reframe perceptions. On top of this, festival activations brought their own hurdles: strict brand guidelines, torrential weather, tight logistics flying in bands and chefs, and even sourcing niche ingredients like elk for live demos. The campaign had to overcome all of these obstacles while still delivering a seamless, show-stopping Texas experience.
Insight
To change perceptions, we needed to meet UK audiences where their passions already lived, music, food, and festival culture, and let those experiences tell the Texas story.
By immersing travellers in authentic Texan sounds, tastes, and style – blended with trusted brand partners, we could reframe the state as a modern cultural frontier while staying cost-efficient and cutting through the advertising clutter.
Solution
We brought Texas to life through two show-stopping festival activations, letting music and food lead the way. At The Long Road Festival and Meatopia, audiences experienced Texas first hand with live sets from Austin artists, chef-led BBQ masterclasses, and immersive branded spaces, from ARIAT boot try-ons to Yeti chill-out zones. Partnerships with iconic brands like Marshall and Weber reinforced authenticity while boosting reach, and content creation trips with musicians and chefs ensured the Texas story travelled far beyond the festival gates. Supported by social, PR, and trade activity, the campaign blended live energy with digital storytelling—turning Austin and Fort Worth into must-visit cultural capitals in the minds of UK travellers.