Case Study: Texas Tourism - Even the ads are bigger in Texas - (Page 4)

The Challenge [ AD-DITIONAL ENGAGEMENT] In a recent AAA Living advertisement, Texas Tourism bought a two-page spread. One page hosted a traditional print ad. In this case, it was about birding: “A state this big is full of surprises just waiting to be discovered. So grab your binoculars and come see Texas at its wildest,” the ad promo reads. On the next page, Texas Tourism takes a turn with a video advertisement.“A Texas Moment” features a couple experiencing all that the state offers, from wine country to hiking and cowboy boot shopping to dancing. During the one-minute video, viewers hear an original song, “2 Step,” performed by Trish Murphy. “Video can catch the user’s attention, hold it for much longer than most creative and act as an invitation for the user to experience Texas for themselves,” says Sophie Reeds of TM Advertising, Texas Tourism’s advertising agency. With the goal of a fully integrated campaign, messaging and creative work need to translate into a variety of mediums, she says. “We want to work our offline creative into the online environment where possible. This integration allows for a seamless transition.”

Table of Contents for the Digital Edition of Case Study: Texas Tourism - Even the ads are bigger in Texas

Case Study: Stokes Seeds
Contents
Introduction
The Challenge
Meeting the Challenge
Moving Beyond the Challenge

Case Study: Texas Tourism - Even the ads are bigger in Texas

Case Study: Texas Tourism - Even the ads are bigger in Texas - Case Study: Stokes Seeds (Page 1)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Contents (Page 2)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Introduction (Page 3)
Case Study: Texas Tourism - Even the ads are bigger in Texas - The Challenge (Page 4)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Meeting the Challenge (Page 5)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Moving Beyond the Challenge (Page 6)
Case Study: Texas Tourism - Even the ads are bigger in Texas - Moving Beyond the Challenge (Page 7)
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