Arlington, TX Stakes Out 'World Of Wonderful' Tourism Positioning

The Arlington Convention & Visitors Bureau in the Dallas-Ft. Worth area is using CGI animation to lure potential tourists to its community.

A short film aimed at all ages was developed in conjunction with the Bureau’s AOR Peter Mayer Advertising and strategic creative group Atk Pln.

The “Arli and the World of Wonderful” contrasts a family's dull and boring life with the family enjoying Arlington activities, such as riding a roller coaster at Six Flags Over Texas and watching a game at AT&T Stadium.

"By using CGI animation, we were able to illustrate, in 90 seconds, our city’s assets and attractions while also evoking the sense of wonder Arlington offers," says Ron Price, President and CEO, ACVB.



Decima Mullen, ACVB’s senior director of Marketing and PR adds this clip took 11 months to complete. "It’s certainly not your everyday tourism commercial, and we didn’t want it to be. Our goal was to produce something that differentiated us from what you typically see reflected in a destination spot, to create something that embodies the energy and dynamism of our amazing city as a place you have to see for yourself.”

The spot runs across TV on the East Coast and across Texas as well as social channels as part of a three year strategy. "We intend to take each character and develop them more and add additional chapters to the story," says Mullen.

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