How do you draw tourists to a city with no attraction?

Client: Visit Houston

September 2016​

How do you draw tourists to a city with no attraction?

Over the last few years, Houston has been evolving. Not just as a great business city, but as a cool place to visit. The arts and entertainment scene are on fire, the culinary scene is over the top and the city is now the most ethnically diverse
in the country.

But, how could we get the world's tourists to take notice when Houston is competing with the most established travel destinations on earth? New York, San Francisco, Los Angeles, Paris, London, Istanbul, Hong Kong, the Maldives – the list goes on. 

We had to give Houston's image a makeover to get people to take truly notice.

 

With a small budget – only 5% of Visit Houston's annual ad spend –
we set out to hack the world's fashion press at New York Fashion Week.

Where all the

 cool kids hang.

So, we made a call to world-famous global fashion designer Vivienne Tam.

She had collaborated with Starbucks, Disney, Mandarin Oriental, Barbie, Square, HP. Our hope was she would be even more excited about Houston.

And the launch?

Astronaut Tracy Dyson opened the show from the International Space Station, followed by 43 dazzling Houston-themed dresses.

Insta-famous

Over 20 million impressions on Instagram, including postings by Christina Milian, Yo Ventura, Paris Hilton, Daniel Campbell, Nigel Barker and Karreuche Tran.