Explore Dallas from 30,000 Feet: Dallas Convention & Visitors Bureau advertising campaign encourages airplane passengers to discover Dallas mid-air


DALLAS – (April 21, 2015) – In an effort to continue showcasing Dallas as a premier travel destination through non-traditional advertising opportunities, the Dallas Convention & Visitors Bureau (Dallas CVB) has launched a dynamic, in-flight experience designed to help passengers explore the city from 30,000 feet.

The Dallas CVB's first advertising campaign of this kind, 3,375 tray tables on 25 domestic airplanes will feature messaging from the award-winning Big Things Happen Here campaign, prompting passengers to take a quiz and craft a personalized Dallas trip itinerary.

"In strategizing with our agency, TracyLocke, we wanted to expose Dallas to all of our audiences – business and leisure travelers, families, meeting planners and attendees," said Noelle LeVeaux, Dallas CVB Chief Marketing Officer. "We realized they all have one thing in common: As travelers in-flight, they're all a captive audience. We set out to engage passengers in a completely new way and show them that Dallas is about BIG moments that can only happen here."

The tray table design features images of the campaign's now-iconic B&G sets – life-sized installations allowing visitors to be the "I" in "BIG" – and directs users to an engaging platform to explore questions such as: "What makes your mouth water?" and "What's your spirit animal?" The fun, playful design encourages curiosity, and it breaks the mold of typical travel quizzes.

Over the course of two months, the campaign will ultimately appear on 7,000 flights and reach more than 520,000 passengers. In partnership with Gogo Inflight, the platform will be available to all passengers aboard without requiring the purchase of in-flight wireless access.

"If we put a two-page ad in your lap for three hours, would you remember it?" asks Sherry Orel, CEO of Brand Connections, the company that executed the tray table installation. "That's the power of our tray table media product; it has a creative canvas that reaches a receptive, captive audience that can be the springboard to an exciting digital experience."

As the team continued through the creative process, delivering a worthwhile interactive platform over airplane Wi-Fi proved to be a challenge. Digital marketing firm, Wildlife, was engaged to help the idea take flight.

"Our core challenge was devising and developing an interactive experience that was fun, informative and could run beautifully under the limitations of one megabyte. That's smaller even than the size of one song," said Wildlife Co-founder and Creative Director Jake Friedman. "We relish any chance to be a part of another first-of-its-kind digital experience, and we're thrilled with the way it turned out."

Upon completion of the quiz, passengers are delivered an itinerary that identifies them as a BIG Explorer, BIG Thinker, BIG Heart, BIG Rebel, BIG Rambler, BIG Spender or BIG Tex and provides recommendations for hotel, dining and attractions.

Bringing the experience full circle, the platform has the capability to deliver users' complete itineraries to their inbox for follow-up exposure upon landing, complete with social sharing capabilities.