Travel Texas came to us as a vacation destination that was only growing modestly in popularity, falling below other states like California, Florida and Colorado. Their budget had been significantly reduced versus the year prior, so doing more with less was paramount.
While Texas was a vacation destination that was growing modestly, it was quickly falling behind in popularity. The State had maintained the same branding and tagline for 20 years, and it was beginning to have polarizing effects.

Proof conducted consumer research to determine what was negatively impacting consideration. The perceptions of people who had never visited Texas were outdated and misinformed. Most didn't know what to expect other than cliches about the terrain and people.

Let’s Texas is an invitation. A friendly challenge to explore all Texas offers. By turning the state name into a verb, we are presenting a trip to Texas as an experience like no other.
Authentic slices of Texas were served up region by region, moment by moment.

More out-of-state travelers chose Texas as their vacation destination in 2019:
● Increased trips to Texas by 14% to 1.6M (2018 Trips To Texas: 1.4 Million)
● Increased tourism tax revenue by 8% to $156.6M in tax revenue (2018 Tourism Tax Revenue: $145 Million)
● Increased hotel room nights by 7% to 4.3M hotel room nights (2018 Hotel Room Nights: 4 Million)
● Increased hotel room revenue by 16% to $525.1M in hotel revenue (2018 Hotel Room Revenue: $453 Million)