Industry
Travel & Tourism
Challenge
Travel Texas wanted to evolve its proven DOOH strategy by introducing 3D creative that showcased the state’s many sides and encouraged travelers to see it for themselves.
Results
The campaign drove measurable growth across awareness, intent and visitation, showing how 3D creative can build on an already successful DOOH foundation.
Key Product
Demand-Side Platform (DSP), Vistar Creative Studio
A fresh look at the Lone Star State
Travel Texas set out to showcase the state’s bold, one-of-a-kind experiences like never before. Building on the success of previous digital out–of-home (DOOH) campaigns, the tourism board added a fresh twist for its spring and summer campaign: 3D creative.
In partnership with Vistar Media and Proof Advertising, the campaign showcased the wide variety of experiences Texas offers, inspiring travelers to plan their next adventure and discover the state for themselves.
Where travelers and Texas meet
Travel Texas leveraged advanced DOOH targeting to connect with travelers in the right places and moments.
Using Factual audience data, the campaign focused on two key groups: family travelers and child-free adults. Then, they layered in venue-level targeting to reach each audience in environments that matched their lifestyles. Families were reached through billboards, gas stations and mall screens to engage them during daily routines, while adult travelers were targeted on urban panels, subways and billboards to catch their attention during their daily commutes.
These strategies were deployed across major U.S. DMAs — including New York, Los Angeles, Chicago, Denver, San Francisco and Washington D.C. — and extended into nearby markets such as Oklahoma City, New Orleans, Phoenix, Albuquerque, Santa Fe and Little Rock to capture travelers in neighboring regions.
Bringing the spirit of Texas to life
Through a mix of static and 3D creative, the campaign revealed a side of Texas that many travelers hadn’t seen before. It showcased a variety of activities and experiences, from windsurfing and birdwatching to kayaking and hiking, all designed to spark curiosity and challenge expectations of what the state has to offer.
Proof Advertising and Vistar’s Creative Studio collaborated to bring the ‘Let’s Texas’ story to life, with the studio handling all aspects of 3D production — from storyboarding and modeling to texturing, lighting, rendering and color grading. The studio team also resized and adapted each asset for different screen formats, ensuring depth, realism and consistency while allowing the campaign to scale across diverse DOOH placements.
"Working with Vistar's Creative Studio allowed us to bring the 'Let's Texas' story to life in a way that was both visually stunning and highly scalable. Their expertise in 3D production, combined with their ability to adapt assets for multiple screen formats, ensured our campaign could reach audiences across a wide range of DOOH placements while maintaining consistency and impact."
Heather Hager | Director of Media Services, Proof Advertising
Proof in motion
To measure the success of the campaign, Vistar Media conducted three comprehensive measurement studies.
- A travel study with Arrivalist to gauge the impact of DOOH on actual consumer travel behaviors
- A brand study with MFour to assess brand health metrics like awareness, consideration and visit intent
- An online conversion study with Reveal Mobile to evaluate online activity and engagement
Together, the findings demonstrate the real-world impact of precise targeting and innovative creative across key audience segments, with strong performance across all KPIs.
- +13% lift in awareness
- +20% lift in consideration
- +23% lift in intent to plan a trip to Texas, with DOOH-exposed audiences 20% more likely to visit Texas
- +149% lift in visits to the Travel Texas website
Additionally, the 3D assets stood out as the most preferred format, reinforcing how impactful creative can capture attention and drive higher brand favorability. This momentum ultimately helped drive a remarkable 7X increase in arrivals compared to the previous year.
A new dimension of discovery
The introduction of 3D creative marked the next step in Travel Texas’s DOOH evolution. By pairing creative innovation with proven strategy, the campaign turned a strong foundation into an experience that captured attention in a new way, setting the stage for what comes next in the brand’s ongoing journey with digital out-of-home.