The Process
By The Numbers
What's Next

Welcome Attendees

A city that surprises, a destination that inspires big ideas. No, this isn't the Dallas you thought you knew; this is a new Dallas, full of energy and development – a city on the move.

As the ninth-largest city in the country, Dallas is already one of the country's leading hubs for business and innovation, and the Dallas metro area is a top visitor destination in Texas. We're excited for your visit!

City of Dallas

Con esta firme convicción, Visit Dallas ha tomado la iniciativa en la creación de una identidad de marca unificada y duradera para generar equidad e interés en Dallas como un destino de clase mundial. Nuestra marca es nuestra oportunidad de compartir nuestra historia, a nuestra manera. Abre un espacio para que la gente se conecte e identifique con Dallas a un nivel más profundo y genere un fuerte deseo por compartir esa conexión con otros.

La visión de esta nueva marca de destino es mucho más grande que Visit Dallas por sí sola. El objetivo es crear una plataforma de posicionamiento competitivo que pueda adoptarse por toda la ciudad. Es el primer paso en la forma de compartir la vibrante energía y acogedora autenticidad de Dallas, dónde y cuándo se relate nuestra historia.

The Process

We started by appointing a committee of a diverse set of stakeholders who represented economic development, our visitor economy and business community. They have been our champions and counselors along the way.

In Summer 2022, after a thorough RFP, the committee selected Vision Collab, an alliance of four independent agencies, who conducted in-depth research and developed the platform that will bring Dallas’s new brand to life. Then, we really got to work.

Initial analysis included a series of stakeholder interviews and an immersive in-market familiarization tour, all in an effort to discover what makes Dallas, Dallas.

By The Numbers

QUALITATIVE RESEARCH

1,500+ Survey Respondents
31 One-on-One Stakeholder Interviews
8 Qualitative Focus Groups
3 Customer Advisory Board Groups
3 Brand Workshops Comprised of 49 Passionate Dallasites

QUANTITATIVE RESEARCH

14 Consumer Focus Groups
7 National Markets
4 Local Focus Groups
3 Customer Advisory Board Groups
1 National Study

What's Next

While the brand has been introduced locally, our work is truly just beginning. Establishing a destination brand is a long-term play, and building brand equity and awareness may take years. Our ultimate success is contingent on the community adopting and embracing the new brand - and we’re excited for all of Dallas to join us on this journey. After all, that’s what Dallas does best, invent the future, challenge perceptions, dare the world to hop on, buckle up and hang on tight while we create what’s next.

Be Part Of The Excitement

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