Spread the love

Visit Dallas.Dallas has long been a city that defies expectations, and now, with a new destination brand and accompanying national campaign, it’s boldly embracing its “Maverick, Can-Do Spirit.” Spearheaded by Visit Dallas in collaboration with the creative powerhouse Greenhaus, this campaign is more than just a marketing effort—it’s a redefinition of what Dallas represents on the global stage.

Visit Dallas, the city’s official destination marketing organization has meticulously crafted this new identity for the past two years. The goal? To showcase Dallas not as the old cliché of oil and cowboy culture but as a dynamic, diverse, and future-facing metropolis. The city’s new branding aims to elevate Dallas as a versatile destination for leisure and business travellers, spotlighting its unique blend of cultural vibrancy, innovation, and welcoming energy.

A Unified Vision for Dallas

This branding initiative is the first for Dallas—a comprehensive, unified approach that seeks to create a common platform from which all of Dallas, not just Visit Dallas, can develop its messaging. Greenhaus Managing Partner Paul Whitbeck said, “We wanted to craft this unified destination brand to illustrate the individuality that is Dallas, transformed from the oil cowboy cliché into an emerging global power, future-facing, magnetically energetic, and impossible to ignore.”

Dallas launches a bold new branding campaign, showcasing its unique "Maverick Spirit" as a vibrant, future-facing destination.

Dallas launches a bold new branding campaign, showcasing its unique “Maverick Spirit” as a vibrant, future-facing destination.

This “Maverick, Can-Do” spirit is at the heart of the new brand, capturing the confident energy of Dallas’ people—a diverse, welcoming intermingling of personalities, perspectives, and passions. The campaign builds on this foundation, portraying Dallas as a city of homegrown tastemakers and innovators, where everyone is invited to experience and “do” whatever they need for fun or work.

A Multi-Channel Campaign to Reach New Audiences

The campaign is not just about words; it’s about action. Rolling out across multiple channels, it includes traditional print, broadcast, outdoor, and digital placements, search and social buys, event sponsorships, activations, and selected travel platform partnerships.

Greenhaus Creative Partner Rob Petrie describes the campaign’s tone as one that conveys that “every experience here is bigger, bolder, and with just the right amount of swagger, perfect for you—inciting travelers to put Dallas on their radar no matter where their interests lie.”

This approach is reflected in the campaign’s visuals, which showcase Dallas’s diverse experiences—from its world-class culinary scene to its vibrant arts, entertainment, and LGBTQ+ communities. Every aspect of the campaign is designed to convey that Dallas does things its way—because it can.

Expanding Dallas’ Reach

One of the campaign’s most ambitious aspects is its expansion into new markets. While Dallas continues to focus on core Texas travel markets and popular drive/short-haul flight audiences, the latest campaign is significantly pushing into major metropolitan flight markets. This includes substantial spending and innovative city takeovers in large markets such as Chicago, Los Angeles, Miami-Fort Lauderdale, Philadelphia, Seattle-Tacoma, and San Francisco.

Dallas Unleashes Bold New Branding in Ambitious National Campaign.

Dallas Unleashes Bold New Branding in Ambitious National Campaign.

“While there continues to remain a strong focus on core Texas travel markets, we felt the time was right to add in major metro fly markets,” Whitbeck said, highlighting the strategic importance of these expansions in bringing Dallas to the attention of a broader audience.

A Campaign Rooted in Research and Community Engagement

The new brand and campaign culminate nearly two years of intensive research, outreach, and community feedback. Visit Dallas and Greenhaus conducted more than 30 individual stakeholder interviews, eight national and local qualitative focus groups, and three customer advisory board groups comprised of meeting professionals. Additionally, three Dallas-based brand workshops were held, and over 1,500 individual survey responses were reviewed to lay the foundation of a unified, enduring brand identity.

This extensive research ensures that the new brand is not just a marketing exercise but a genuine reflection of Dallas’ evolving identity. The brand aims to build equity and interest in Dallas as a world-class destination.

Looking Ahead: Dallas’ Bold New Chapter

The launch of this campaign marks the beginning of an exciting new chapter for Dallas. Visit Dallas CEO Craig Davis expressed his enthusiasm: “We are thrilled to work with Greenhaus to redefine Dallas and share a new destination brand with our local, regional, and national audiences. Greenhaus has been an essential partner in telling the Dallas story and including all of our partners as a vital part of this process as we embark on this new journey and create what’s next.”

As the campaign rolls out, Dallas is set to capture the attention of travellers and business leaders alike, positioning itself as a must-visit destination as bold, diverse, and dynamic as the people who call it home. The city’s new brand is not just about attracting visitors—it’s about celebrating the unique spirit that makes Dallas a city like no other.

For more information on the new Dallas branding campaign, visit Visit Dallas.

 

 

 

Written by: Michelle Warner

 

 

 

 

 

==================================