Marketing & Communications
Executive Update, July 2017
- Visits: 226,450 / up 28% YOY
- Unique users: 188,939 / up 23% YOY
- Pageviews: 539,352 / up 21% YOY
Main channels total: 219,708 / up 1% from June 2017
- Facebook: 142,869 likes
- Twitter: 38,015 followers
- Instagram: 37,310 followers
- Pinterest: 1,514 followers
Introducing two new marketing campaigns
Building upon the success of the BIG Things Happen Here campaign, which established a brand for our city, we are evolving and refining Dallas' story to best appeal to our two key audiences – leisure travelers and associations and corporations that book meetings/conventions. Using extensive market research data, VisitDallas worked with our agency Tracy Locke in developing strategy and crafting targeted, customized messaging for our two new campaigns:
All Sides of Dallas
This campaign focuses on bringing leisure travelers to Dallas. Based on consistent feedback from focus groups, the campaign highlights specific Dallas attractions in playful juxtapositions. Showing off many great things that make Dallas the number one visitor destination in Texas, the campaign includes print and digital ads as well as two new videos.
This campaign focuses on bringing events and conventions to Dallas, highlighting the key advantages of holding meetings in our city. It features actual meeting planners talking to their peers about why they love holding their events in Dallas. The campaign includes print and digital ads – see several print ads and view the videos.
As we roll out these new campaigns throughout the year, we will continue to monitor feedback and results. We will incorporate those findings into refining our future marketing efforts so we can continue to effectively and successfully position Dallas as the ideal leisure and convention destination.
- Print: 7,622,530
- Broadcast: 902,428
- Online: 323,762,706
- Print: $42,401.62
- Broadcast: $400,742.84
- Online: $93,927.03
Notable Press Trips
Canadian Food Influencer
VisitDallas hosted Canadian influencer and recent Top Chef Canada judge Mijune Pak for a couple of days the first week in July, who opted for a long layover in Dallas to explore the city's dining scene. Restaurant stops during her layover include barbecue at Pecan Lodge, dinner at Flora Street Café and dessert at FT33.
The PR team hosted a couple of media from major German newspaper Süddeutsche Zeitung. During their visit they met with Dallas locals to learn more about what they do and their influence in the city. Among those they met with include representatives from the Sixth Floor Museum, Dallas Arts District, Dallas Innovation Alliance and the owner of Bullzerk.
Get Lost Magazine / National Geographic Traveller Australia
VisitDallas welcomed Get Lost Magazine and National Geographic Traveller Australia editor in July. The main focus of her visit was to find out "Why You Should Visit Dallas Now." She explored CityPASS destinations as well as the city's culinary scene with stops at Mi Cocina, Lockhart Smokehouse and met with a Braindead Brewing representative to learn about the city's local brewery scene.
The VisitDallas PR team collaborated with the Experience and Sales teams to host a writer from BizBash. During her visit, she was able to experience all of the ways Dallas Delivers. The main focus of her trip was to show her a number of unique event destinations. She visited the Dallas Arboretum, AT&T Stadium, Klyde Warren Park, The Dallas Arts District, Trinity Groves and a number great restaurants.
Dallas in the News
Notable clips garnered this month:
- Austin American-Statesman: "What's new in the Dallas hotel scene," 7/1/17 Article
- The Spokesman Review: "American Airlines launches direct service from Dallas-Fort Worth to Spokane," 7/5/17 Article
- Travel Industry Today: "More Than Just Howdy and Horses," 7/6/17 Article
- USAE News: "California State-Funded Travel Ban Expands to Texas, Alabama, South Dakota, Kentucky," 7/3/17 Article
- DuJour: "Nouveau Design in Dallas," 7/11/17 Article
- CNN: "50 stunning rooftop bars and restaurants," 7/12/17 Article
- CNN: "America's most amazing hotel pools," 7/12/17 Article
- New York Times: "Travel to Texas? Not on California's Dime, You Don't," 7/19/17 Article
- Travel + Leisure: "Free Things to Do in Dallas," 7/14/17 Article
- 3 Boys and a Dog: "Dallas: 10 Things To Do With Kids!" 7/14/17 Article
- USA Today: "Kid-Friendly Vacation Spots in Texas," 7/18/17 Article
- New Geography: "Deep Ellum," 7/20/17 Article
- The Daily Meal: "Dallas Arboretum Debuts A Tasteful Place, A Year-Round Food Oasis," 7/20/17 Article
- The Washington Times: "At play in the Big D: Dallas offers history, cuisine, craft beer and more," 7/24/17 Article
August 16, 2017, the Texas Legislature closed out the special session with no bathroom bills passed.
At VisitDallas we're proud of our efforts to defeat bad bathroom legislation in Texas. We will always fight to protect the Texas brand and to keep the Dallas economy thriving. Our Texas Welcomes All coalition, formed to fight this discriminatory and unnecessary legislation, is consistent with our fundamental belief that a stronger Dallas is grounded in policies and laws that foster an open, welcoming and business-friendly state for businesses, their employees and their families.
VisitDallas was proud to lead and actively engage in an effort of overwhelming opposition to the bathroom bills, and we are grateful to the legislators and leaders who thoughtfully engaged with us to understand the very real human and economic risks of pursuing this legislation.
VisitDallas supports a diverse and inclusive conventions, meetings, sports and tourism market. With our partners in the hospitality industry, we work to generate economic impact for Dallas and the region through events and tourism. Last year, 25.7 million people visited Dallas generating $4.4 billion in direct spending.
We ask now that the Texas Legislature put this issue to rest so we can continue to pursue and grow the Texas economy that benefits us all. Dallas is and should remain open for business to everyone.