NEWS AND PRESS RELEASES
CHINESE AND KOREAN AD CAMPAIGN LAUNCHES IN NEW YORK CITY
June 26, 2009
Ads Reveal Dallas’ Unique East Meets West Fusion of Cowboy, Couture and Cuisine
The Dallas Convention and Visitors Bureau (Dallas CVB) recently launched a brand advertising campaign in New York City targeting Chinese and Korean travelers. Full-page ads appeared in the Chinese newspaper, Ming Pao and Korea Daily newspaper this week and will continue through August 2009. The campaign was developed by Revel, the bureau’s agency for the Asian market.
The three part campaign begins by affirming the expected about what Dallas is already known for—cowboy boots, oil, big hair, J.R. and South Fork. It also reveals the unexpected—Dallas has a diverse and vibrant Asian community, high fashion, award-winning cuisine, arts and entertainment.
“We wanted to reveal the unique qualities of Dallas beyond the stereotype,” said Mark Stafford, managing partner at Revel. “Yet at the same time acknowledge the things that people have known Dallas to be.”
This is the first time that the Dallas CVB has launched an effort of this kind and hopes to attract the interest of Asians traveling in the United States. According to research conducted by the bureau, Asians travel often, stay longer and spend more than other travel groups researched.
“The ads will create awareness about Dallas among the Asian community that hasn’t been directly done before,” said Arnel Trovada, president of public relations at Revel. “The Asian reporters we’ve brought to Dallas are always surprised that we have a thriving and vibrant Asian community and that Dallas is so fun!”
For more information about Dallas’s Asian community go to www.DallasAsian.com and www.visitdallas.com