14 minute read
New Frontiers: Texas
Globe hopping 24 / Texas: New Frontiers
Texas ready to go large
The U.S.A’s second biggest state – in terms of size – is pushing brand-new frontiers as it highlights its unique regions and attractions to UK travellers, writes Peter Ellegard
Texas is back in the UK market with a bang. The Lone Star State’s tourism industry is dusting down its cowboy hats and polishing its cowhide leather boots to woo British holidaymakers.
The state tourism offi ce, Travel Texas, has invested in the UK market over a long period and has now returned after a hiatus during the Covid crisis with renewed vigour. August saw the appointment of destination specialist MMGY Hills Balfour as its new representation offi ce in the UK and Ireland, working in conjunction with award-winning advertising agency, MDSG.
Both are spearheading an integrated marketing strategy for Texas, including rolling out the tourism board’s latest campaign, ‘Let’s Texas’. This strategy includes consumer marketing and creative campaigns, travel trade activity, media relations and social media elements.
A sales and media mission organised by MMGY Global and MDSG for Travel Texas took place in the UK and the Netherlands in March, with partners Visit Austin, Visit Houston, Visit San Antonio, Visit Dallas, Visit Lubbock, Visit Fredericksburg, The Woodlands and Virgin Atlantic.
A project in partnership with Brand USA, it involved a product workshop and travel agent events in London and Amsterdam.
Texas Frontiers
Travel Texas has also launched a Texas Frontiers consumer campaign targeting the UK, partnering with Austin, Dallas, Fort Worth, Houston, San Antonio, American Airlines, United and Virgin Atlantic.
It highlights Texas as being frontier country, with ‘frontier’ exploring several
OpeN SpaceS aNd New frONTIerS
layers: from its Western heritage and cowboy roots to pushing ‘new frontiers’ in technology, arts, music, culture and other spheres. Each partner has its dedicated ‘frontier theme’ to lure visitors – themes that can also be used as hooks by agents.
A website texasfrontiers.com has been created and it features a competition to win a trip for two to Texas. Promotional activity to support it is being undertaken in print and online with national publications, on Facebook and on Instagram.
Texas is promoting itself in the UK using communication channels that include TV, print, radio, cinema and by advertising on hoardings and billboards. There are also targeted digital options.
A year-long campaign, it is currently using the key post-summer holiday booking period of September and October to target 2023 bookings.
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The Texas Frontiers digital campaign has already notched up success in awards run by Newsworks, the marketing body for the UK’s national news publishers.
Bought and planned by MDSG, it was crowned June’s ‘ad of the month’ from a shortlist that included HSBC, Renault and the National Lottery.
Trade plans
Travel Texas trade and media plans for the financial year to the end of August 2023 include attending the Brand USA Travel Week Europe in Frankfurt in late September, and Unite Visit USA in London next March.
In addition, IPW, the US Travel Association’s annual international inbound travel trade show, takes place in San Antonio next May and post-event Fam trips are planned as part of a big focus by Travel Texas and state destinations.
The UK and European Brand USA Mega Fam will visit Austin, Dallas and Fort Worth this November. Meanwhile, Travel Texas destination training and in-person agent events will take place year-round.
The prime focus for Travel Texas with its UK consumer and trade efforts is to inspire first-time visitors to take a trip to Texas.
A whole lot of Texas
While some of its cities are very familiar to British travellers from TV shows and movies, at almost three times the size of the UK and the USA’s second-largest state, there’s a whole lot of Texas to discover and explore.
Its vast landscapes offer stunning scenery and opportunities for viewing the cosmos: such as at McDonald Observatory near Fort Davis, where an annual Dark Skies Fest includes music and star spotting, Palo Duro Canyon and pink-granite Enchanted Rock, near Austin. The great outdoors doesn’t come much greater than in Texas. Explore national and state parks including vast Big Bend, spanning more than 800,000 acres.
For a Wild West time, visit Bandera, the ‘Cowboy Capital of the World’, or saddle up at ranches such as Wildcatter, near Fort Worth. The influence and heritage of Native Americans, including Comanche and Apache, can be enjoyed at several festivals.
A cornucopia of cuisines range from Texan barbecue favourites and Tex-Mex to Asian and many more styles, with award-winning chefs in all big cities.
Arts and culture are huge in Texas, from world-class museums and art galleries to concert halls. You can even catch a rodeo and go to the ballet on the same day.
And, being Texas, there is live music pretty much everywhere you go.
What are you waiting for? Let’s Texas! •
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AUSTIN DALLAS
The state capital is known as the Live Music Capital of the World. The Austin City Limits music festival draws huge crowds each October, while South by Southwest (SXSW) in March showcases music, fi lm and interactive media festivals.
Stroll the bars and restaurants of Sixth Street to fi nd bands of all music genres, while Rainey Street’s historic bungalows have been reborn as music-fi lled eateries and bars.Try Tex-Mex, barbecues, Asian and Texan speciality dishes from James Beard awardwinning chefs to food trucks, and sip Texan wines and craft beers.
Hike or bike trails around Lady Bird Lake and explore the nearby Hill Country. Tour Austin’s street art scene, with its murals, and visit the Cathedral of Junk, home to 60 tons of discarded items.
On the sporting front, Formula 1’s United States Grand Prix takes place each October at Austin’s Circuit of the Americas. visitaustin.org Cultured, fashionable and high tech, Dallas also spans frontiers in sport, food and history.
The Spanish-infl uenced Highland Park Village was America’s fi rst planned shopping centre (1931) and its upscale stores are still wowing shoppers today. The city’s arts and high culture scene include the free Dallas Museum of Art, the Nasher Sculpture Centre, the Frontiers of Flight Museum and the Winspear Opera House, with its Broadway shows.
Enjoy creations by celebrity chefs and explore the city’s eclectic cuisines in neighbourhoods such as Deep Ellum and Bishop Arts. Enjoy innovative regional fare at restaurants such as Roots Southern Table, José, Petra and the Beast and Revolver Taco Lounge. Visit the Sixth Floor Museum, which chronicles the life and legacy of JFK, then cheer on the Dallas Cowboys at the AT&T Stadium. visitdallas.com
FORT WORTH HOUSTON
Sophisticated Fort Worth is also still pushing historic frontiers with its cowboy heritage and Western vibe. The Chisholm Trail started in the late 1800s in ‘Cowtown’, with longhorn cattle herded north to Kansas. Today, daily cattle drives are held in the Fort Worth Stockyards, where you can catch a rodeo, drink in a saloon and buy Lucchese cowboy boots – so consider an extended stay in one of the fi ve hotels in the Stockyards district. Western heritage is also on show at the National Cowgirl Museum.
Head to Billy Bob’s Texas for line dancing or catch a live act at one of Fort Worth’s music venues. Don’t miss The Modern Art Museum of Fort Worth and the Kimbell Art Museum, while the TX Whiskey Ranch features a whiskey distillery with tastings and tours. Fort Worth is a frontier for the silver screen: fi lms shot there include Miss Juneteenth, Old Man & the Gun and the Yellowstone prequel, 1883. fortworth.com Signifi cant though it is to the city’s heritage, Space isn’t the fi nal frontier in America’s fourth-largest city. Houston was the fi rst word spoken on the moon and at the NASA Space Centre visitors can learn about the Apollo space programme and stand in the mission control room.
Urban street art is big here: there is a mural trail and a major mural festival is held each November. With nearly 70,000 works, The Museum of Fine Arts, Houston is among the USA’s largest. Music connections run deep and can be enjoyed in bars and clubs across the city. The Bayou City off ers a range of venues to catch live acts. Houston is also a culinary frontier with 10,000 restaurants refl ecting the ethnic diversity of its residents.
Arguably the style capital of the South, Houston’s retail areas off er everything from vintage to designer-label haute couture. visitHouston.com
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SAN ANTONIO
The Alamo, a former Spanish mission, is where 200 Texan defenders fought during the 1836 war for independence from Mexico. It forms part of the San Antonio Missions National Historical Park, the fi rst UNESCO World Heritage Site in Texas.
UNESCO has also designated San Antonio, which has 4,000 restaurants, a Creative City of Gastronomy. Major food-themed events include the new Tasting Texas Wine and Food Festival.
The Pearl neighbourhood should be visited for its artisan shops, restaurants and bars. Created for the 1968 World’s Fair, Hemisphere Park has live music and community activities.
The San Antonio Street Art Initiative features over 500 art pieces throughout the city. From kayaking along the River Walk to extensive hiking and biking paths, enjoy San Antonio’s outdoors and see native wildfl owers in the San Antonio Botanical Garden. visitsanantonio.com
FREDERICKSBURG
In Texas Hill Country, Fredericksburg was founded by German settlers in 1846 and this heritage is evident in its historic buildings, music and German cuisine found across the town. A local favourite serving Bavarian-style beer and food is the Altstadt Brewery, which off ers live music and a large biergarten.
The town even hosts its own Oktoberfest. Held over the fi rst weekend in October, it is the largest festival in Fredericksburg. Fredericksburg sits at the very heart of Texas Wine Country, with over 50 wineries, vineyards and tasting rooms to explore.
Take a walking tour of historic downtown, with its more than 700 historic structures, shops, boutiques and art galleries.
Among its museums is the National Museum of the Pacifi c War, recognised as the world’s premier museum about World War II’s Pacifi c Theatre and dedicated to all who served there. visitfredericksburgtx.com
LUBBOCK
Lubbock prides itself as the cultural capital of West Texas. In the Texas Panhandle, ‘Hub City’ hosts more than 2,300 annual events and has more live music venues per capita than any other Texas city. The Depot Entertainment District is the nightlife hub with live music, restaurants, bars, clubs and even an urban winery.
Lubbock was the home of rock ‘n roll legend Buddy Holly and visitors can take a Buddy Holly Historic Tour that includes visits to signifi cant landmarks and the Buddy Holly Centre.
The Lubbock region grows 90% of Texas wine grapes: enjoy tours and tastings at six award-winning wineries. The American Windmill Museum has more than 170 restored windmills, while across the road, the Fibermax Centre for Discovery has interactive displays of early agricultural exhibits. The National Ranching Heritage Centre tells the tale of ranching from the 1700s onwards. visitlubbock.org Near Houston, The Woodlands is a planned community founded in 1974. Set in 28,000 acres of woods, a key appeal is its strong arts and culture scene. One of the state’s largest collections of public art features sculptures and murals, 21 mosaics and a collection of art benches installed in locations near Lake Woodlands and The Woodlands Waterway.
An oasis for outdoor lovers, 220 miles of hiking and biking trails wend through its woods and waterways and 150 parks.
The Woodlands’ Waterways is the offi cial route of the IRONMAN AMERICAS Championship.
Swan boats, kayaks, water bikes and paddle boards can be rented year round. The Cynthia Woods Mitchell Pavilion is the largest outdoor amphitheater in Texas while Market Street off ers shopping and outdoor dining. visitthewoodlands.com
THE WOODLANDS
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Talking Travel
Tommy Woods, Marketing Specialist, Europe & Oceania, Travel Texas
Q: Is Texas an ‘easy’
destination to get to from
the UK? Yes. Texas is now well served with direct services from both London-Heathrow and Manchester. Since the lifting of the Covid travel ban to the U.S. from the UK last November we have seen all the major airlines resume their direct UK services to the Texas gateways.
British Airways flies direct to Houston, Austin and Dallas Fort Worth; American Airlines flies direct to Dallas Fort Worth; United flies direct to Houston and San Antonio and Singapore Airlines flies direct from Manchester. In addition, Virgin Atlantic added its new direct service from London- Heathrow to Austin in May 2022.
Q: Can agents sell Texas as a family
holiday destination?
They can. Visitors of all ages are guaranteed a holiday full of authentic and unique experiences of the “Real America” kind that are both rich in enjoyment while also being educational and horizon expanding.
It’s a great destination for a family road trip, with easy driving between the cities.
There’s Texan food – the home of Tex-Mex, delicious barbecue and the freshest seafood from our Gulf Coast – ranch stays that build in activities like riding, shooting and quad bikes; stockyards and rodeo shows; and National Parks like Big Bend with its striking scenery and outdoor pursuits such as canoeing, walking, riding, cycling.
On the educational side, top cultural
SOUTHWESTERN AND TEX-mEX OPTIONS ARE FOUND ACROSS TEXAS
institutions include The Dallas–Fort Worth Metropolis, one of the premier art centers in the U.S.
In Houston, 20 museums are dedicated to art, science and history, including the Museum of Fine Arts Houston (MFAH) while the San Antonio Museum of Art is home to the largest and most comprehensive collection of ancient Egyptian, Greek Roman and Asian art in the southern U.S.
Q: Which unique Texas experiences
from around its partner regions should visitors include on a holiday?
There are so many! We have listed some suggestions in our destination profiles on pages 24 and 25, but to name just one for each of our partner regions: Austin: Austin City Limits; Dallas: Blues Alley; Fort Worth: National Cowgirl Museum; Houston: NASA Space Center; San Antonio: The Alamo; Texas State: McDonald Observatory near Fort Davis; Fredericksburg: Dark skies (stargazing) and eclipses; Lubbock: Buddy Holly Center; Woodlands: George Mitchell Nature Preserve.
Q: What are the key messages of your
new Texas Frontiers campaign?
The ‘Frontier’ concept conveys the message that you can find the most exciting things, from both the past and the present, in Texas. It is a concept that is wide ranging and can be applied across experiences, destinations and audiences.
It is our first major Travel Texas campaign since the pandemic and the first time we have had three airlines partnering on the same promotion. Texas is an iconic destination with so much to offer UK consumers. The campaign is running from June 2022 to September 2023.
Q: What is the goal of New Frontiers? The aim is to build awareness of Texas to the trade and consumers while driving sales by highlighting Texas as both the original Frontier – Western heritage and physical
SADDLE UP ON A TEXAS RANCH
landscape – and as the New Frontier. Texas has established itself as a new and future frontier, for both the U.S. and wider global stage, across technology, arts, music, travel, energy, engineering, space travel and more.
Q: How are you engaging the UK trade? There are roadshows, training events, quizzes and awareness-building activities, including with Selling Travel and the travel industry community, Hablo. There are various prize and giveaway incentives such as Fam trip places and merchandise items. There will be more exciting giveaways and opportunities in the coming months.
Q: Are you targeting any specific
demographic groups and visitor types?
We are targeting upmarket adults. In terms of age, these would be DINKs (dual-income, no kids) aged 25-40 and Empty Nesters aged 45-65. We are also aiming to attract Adventurous Americanophiles – that is, those who have been to the U.S. two or three times before who are seeking new and authentic American and Texas experiences. •
