Dallas has long been a city of resilience, innovation, and an unmistakable can-do spirit. Now, it’s stepping onto the national stage with a bold new branding campaign designed to redefine its identity and position itself as a top-tier travel destination. The campaign, created by the acclaimed agency Greenhaus in collaboration with Visit Dallas, the city’s official destination marketing organization, is a testament to Dallas’s transformation into a global power with a dynamic, welcoming vibe.

After nearly two years of exhaustive research, community outreach, and stakeholder engagement, the campaign unveils a fresh, unified brand for Dallas. This initiative represents more than just a marketing effort; it celebrates the diverse, energetic, and maverick spirit that makes Dallas stand out. The brand captures the essence of a city rich in history and future-facing, magnetic, and impossible to ignore.

“We wanted to craft a brand that truly reflects the individuality of Dallas,” said Paul Whitbeck, Managing Partner at Greenhaus. “Gone are the days of the oil cowboy cliché. Dallas has emerged as a global power, driven by homegrown tastemakers and innovators. Our campaign invites everyone to experience and do whatever they desire in Dallas, whether for work or leisure.”

The campaign’s comprehensive, multi-channel strategy ensures that Dallas’s new identity reaches audiences far and wide. Digital placements, social media engagements, and event sponsorships complement traditional print and broadcast ads. These elements are strategically deployed nationwide, focusing on consumer and industry-facing audiences.

“We’ve set the tone that every experience in Dallas is bigger, bolder, and packed with just the right amount of swagger,” said Greenhaus Creative Partner Rob Petrie. “Our goal is to put Dallas on everyone’s radar, no matter their interests.”

A significant aspect of this campaign is its expansion into markets previously untapped by Dallas tourism efforts. While maintaining a strong presence in core Texas markets and popular drive/short-haul flight destinations, the campaign now extends to major metropolitan areas such as Chicago, Los Angeles, Miami-Fort Lauderdale, Philadelphia, Seattle-Tacoma, and San Francisco. These strategic city takeovers are designed to introduce Dallas to a broader audience, showcasing the city’s culinary delights, vibrant arts scene, diverse entertainment options, and welcoming LGBTQ+ travel environment.

The unveiling of this campaign marks the culmination of nearly two years of meticulous planning and collaboration. Visit Dallas and Greenhaus engaged with over 30 stakeholders, conducted eight national and local focus groups, and held multiple brand workshops to ensure the new identity resonates with locals and visitors. Feedback from more than 1,500 survey respondents further shaped the campaign, creating a brand that is not only unified but also enduring.

Craig Davis, CEO of Visit Dallas, expressed excitement about the launch. “We are thrilled to work with Greenhaus in redefining Dallas. This new destination brand is a powerful tool that will resonate with our local, regional, and national audiences. Greenhaus has been an essential partner in telling the Dallas story, and we are excited to see what the future holds as we embark on this new journey.”

Dallas’s new campaign is more than just a marketing push; it’s a bold statement of the city’s evolution. As Dallas continues to grow and attract visitors from all walks of life, this campaign will serve as the foundation for building lasting equity and interest in the city as a world-class destination.

Learn more about this exciting campaign and what Dallas offers at Visit Dallas.

Written by: My Thanh Pham

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