1. Target Audience
with transMedia
Texas Tourism

2. Target AudienceTarget Audience
- Millennials from out-of-state, particularly young
professionals
- Most important factor: value (most vacation for the
money)
- Both relaxation and adventure
- Marketing: interactive experience

3. Target AudienceResearch
- When you think of Texas, what’s the first idea that
pops into your head?
“Cowboys and cowboy boots”
“Hot”
“Guns”
“Republicans”
- Would you ever travel to Texas?
“Sure, but what would I do there?”
“I’d go to Austin”

4. Target AudienceResearch
- Follow-up survey
- Feedback from our target
- Helped develop our campaign’s message

5. Target AudienceSingle Most Important Thing
“Texas, We’ve Got It All.”

6. Target AudienceStrategy
- Multi-platform
- Digital-focused
- Tone: authentic, unique, all-encompassing

7. Target AudienceAirline Tray Ads
- Idea: Mini-series of airline tray ads from a “point-of-
view” perspective
- Placement: Partnership with Southwest Airlines
- Rationale: 85% of travelers are able to recall
advertising and promotional
messaging; placement reach
our target of value-seeking
travelers

8. Target Audience#ISpyTexas
- Idea: Social Media Contest
- Placement: TravelTex Instagram, Facebook, and Twitter
- Rationale: This is a great way to garner more
followers on TravelTex social media, raise awareness,
and engage with target audience

9. Target AudienceBuzzFeed
- Idea: “What kind of Texas are you?” or “30 Things
You Didn’t Know About Texas”
- Placement: BuzzFeed quiz or Sponsored Article
- Rationale: 100+ Million
Unique Visitors; 60% are
between the ages of
18-34;50% of traffic is
mobile and growing

10. Target AudienceOne state. Texas, we’ve got it all
“One State. Texas, We’ve Got It All.”

11. Target AudienceMagazine Ads
- Idea: Full spread panoramic view showing various
Texas activities
- Placement: GQ and Glamour
- Rationale: Two relevant
magazines that our target
audience reads. Magazine
ads have large, national
reach

12. Target AudienceOnline Banner Ads
- Idea: Panoramic view showing various Texas activities
- Placement: Relevant websites specific to target’s
interests, chosen by Google Display Network
- Rationale: Target them where they are

13. Target AudienceOnline Commercials
- Idea: Engaging clips of various clips throughout Texas
(i.e. Nature, adventure, sophisticated urban life, exciting
nightlife, etc.)
- Placement: Hulu and YouTube
- Rationale: Two popular websites among our target
audience

14. Target AudienceConclusion/Questions?
transMedia &
Queen B Thank You
For Your Time!