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More than a place, Dallas is a state of mind, a soul-stirring idea of boundless potential that throughout its history has inspired the world. Today, that story is as relevant and energizing as ever, and demands to be shared in a uniquely iconic way.
With this belief in our hearts, Visit Dallas has taken the lead in creating a unified, enduring brand identity to build equity and interest in Dallas as a world-class destination. Our brand is our chance to share our story, our way. It gives people a way to connect and identify on a deeper level with Dallas and share that connection with others.
The vision for this new destination brand is larger than Visit Dallas alone. The goal is to create a competitive positioning platform that can be adopted citywide. It’s the first step in how we share the powerful energy and welcoming authenticity of Dallas wherever and whenever our story is told.
We started by appointing a committee of a diverse set of stakeholders who represented economic development, our visitor economy and business community. They have been our champions and counselors along the way.
In Summer 2022, after a thorough RFP, the committee selected Vision Collab, an alliance of four independent agencies, who conducted in-depth research and developed the platform that will bring Dallas’s new brand to life. Then, we really got to work.
Initial analysis included a series of stakeholder interviews and an immersive in-market familiarization tour, all in an effort to discover what makes Dallas, Dallas.
1,500+ Survey Respondents
31 One-on-One Stakeholder Interviews
8 Qualitative Focus Groups
3 Customer Advisory Board Groups
3 Brand Workshops Comprised of 49 Passionate Dallasites
14 Consumer Focus Groups
7 National Markets
4 Local Focus Groups
3 Customer Advisory Board Groups
1 National Study
While the brand has been introduced locally, and you may have seen the creative throughout Dallas featuring our Can-Doers below, our work is truly just beginning. Establishing a destination brand is a long-term play, and building brand equity and awareness may take years. Our ultimate success is contingent on the community adopting and embracing the new brand - and we’re excited for all of Dallas to join us on this journey. After all, that’s what Dallas does best, invent the future, challenge perceptions, dare the world to hop on, buckle up and hang on tight while we create what’s next.
