Texas Tourism has appointed Proof Advertising as its new AOR following a multi-agency review. The incumbent agency was Dallas-based Slingshot.
The Austin-based Proof will lead creative, media and digital duties on the account.
The agency’s first effort will be aimed at travelers from out-of-state and internationally, though the official launch date is still uncertain.
The agency also is still evaluating whether to continue to use previous taglines, including “Texas. It’s Like A Whole Other Country,” or in Spanish-speaking international markets: “Texas. De Todo Un Poco. Y Mas.” (Texas. A little of everything. And more.)
“We owe it to all of our partners in the tourism industry to keep the visitors coming and keep this critical part of the Texas economy strong,” said Bryan Christian, president, Proof Advertising.
The state estimates that visitors spent close to $70 billion in 2016.