Texas offers a considerable variety of iconic ‘American’ experiences. However, consumers often focus on one important aspect of Texas’s offering - ‘Western’, the Frontier and Cowboy mythology and history. While an integral part of the product offering, this does wholly not reflect the modern reality of today’s Texas.  

Focusing on two key cities in Texas, Austin and Fort Worth, we were tasked with promoting the diversity of the Texan offering, including the subjects of music (primarily), food and fashion. 

Our approach was to immerse consumers in the places that showcased the live music and western culture available on “the Texas Frontier” - putting Austin and Fort Worth at the forefront of major music and food events in the UK. To push this further we partnered with outdoor brand Yeti for the activations and flew in top Austin Talent.