VisitDallas Cultural Tourism Brief
In recognizing the importance of art and culture in shaping the Dallas visitor experience, VisitDallas commissioned Public City to develop a Cultural Tourism Brief to accompany the VisitDallas RFP in search of an agency of record. The intent of this brief is to help advertising agency creative teams respond to the RFP with art and culture central to their proposal. With culture foundational, this commitment also aims to move forward the communications recommendation in the Dallas Cultural Plan.
Working closely with VisitDallas and the Cultural Tourism Steering Committee Working Group, this brief includes an exploration of cultural production in Dallas and begins to convey the relationship between cultural production and tourism. This brief aims to help the agency of record understand how to best include Dallas’ unique and authentic culture into the foundation of a tourism campaign.
Public City embarked on this work as Dallas, and cities across the country issued stay at home orders and began the lockdown to prevent the spread of COVID-19. To date, America has lost more than 104,000 human lives to the novel virus. In addition to facing simultaneous public health and economic crises, Americans, and Dallasites, are in the streets protesting in response to another virus, the continued killing of innocent Black Americans, and the proliferation of racial injustice.