• by Fern Siegel , July 23, 2024

Dallas is showcasing its swagger.

The new national brand campaign is focused on the city's culinary, entertainment, arts and LGBTQ+ travel. Or as the tagline boasts: “Cause we can.”

Created by AOR Greenhaus for Visit Dallas, the work furthers the “Maverick, Can-Do” theme.

Paul Whitbeck, Greenhaus managing partner, told Agency Daily: “When we think about the Dallas story, we think about a city with a past anchored in culture — from the iconic Dallas Cowboys football team to the 1980s TV series.  But this isn't your 1980's Dallas. It exudes a unique energy, which is fueled, empowered and super-charged by its diverse people. Dallas is a rising star — a signature combination of future-facing, innovative audacity and rich cultural and urban heritage.”

The cross-platform campaign includes print, trade and consumer, such as USA Today, Chicago Magazine, LA Magazine and Smart Meetings. TV, outdoor and streaming placements, search and social buys, event sponsorships and activations, along with select travel platform partnerships, are part of the media strategy.

The media plan expands Dallas into markets not previously targeted. While short-drives/flight destinations remain, larger markets, such as Miami, Philadelphia, Seattle and San Francisco, are also key sites.

Greenhaus creative partner Rob Petrie added the client wants “travelers to put Dallas on their leisure radar no matter where their interests lie.”

With offices in Dallas and San Diego, Greenhaus was named AOR for Visit Dallas in 2023. The agency is known for its travel accounts, such as Visit Oceanside, Visit Temecula Valley and Visit Anaheim.