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Case Study: Texas Tourism

TravelTexas.com is the Texas Office of the Governor, Economic Development and Tourism Division’s website used to promote Texas as a premier travel destination. Texas Tourism works in concert with its partners to promote travel to Texas in both the domestic and international tourism marketing arenas. Texas Tourism has been an Olapic client since 2014.

The Challenge

Texas Tourism wanted to make the trusted information from the Texas Travel Guide visually stunning and dynamic. They sought to provide deeper engagement with TravelTexas.com (formally known as TravelTex.com) by incorporating user-generated content that would deliver authentic information about the unique experiences and places across the state. In order to provide visitors the opportunity to explore the state of Texas, “like a local,” Texas Tourism was looking for an efficient way to collect authentic photos from Texans, as well as current and past visitors, from social media.

The Solution

Texas Tourism posted on social channels and sent an email newsletter to Texas residents with a call-to-action, requesting the participation of locals in its #TexasToDo social program, recognizing that nobody knows the state better than locals. This promotion was also integrated into national Travel and Tourism Week outreach. With Olapic, all of these initial images were gathered, moderated and programmed to appear on a single gallery page on TravelTexas.com. The page was filterable by interest, region or trending city. The next step was to integrate these images onto other key pages on TravelTexas.com. Now, passion point, region and city pages all feature #TexasToDo widgets. Digitally, Texas used a portion of its national digital buy to run #TexasToDo specific banners, sourcing #TexasToDo images posted to the gallery for the creative. Texas also ran promoted Twitter posts featuring user-generated images as well as #TexasToDo ads printed on boarding passes of those traveling to Texas.

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Increase in total page views on desktop since launch

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More engagement with #TexasToDo content on TravelTex.com since launch

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Increase in return visitation to Travel.Texas since launch

Since launching #TexasToDo with Olapic, we have effectively promoted engagement and inspiration for those planning a trip to Texas on our site.

Tim Fennell

Tourism Deputy Director, Texas Tourism

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