— ROLE
Copywriter
— TYPE
Multichannel Campaign
— TEAM
AD: Sarah Scambray
ECD: Bennett Halloway Smith
Ugh, Dallas. More like Southern Oklahoma, amirite? Y'all, the 10-gallon hats, and the "bigger the hair, closer to God" stereotypes.
Nah. Dallas isn't a dusty soap opera. Surprise! it’s a modern, culinary, and cultural powerhouse that actually knows how to have a good time.
The secret was hiding in plain sight the whole time: D-all-as. We’re ditching the clichés to prove that if you want a destination that truly has it all, the answer is literally in our name.
Full disclosure: I inherited “Find Your All” from the brilliant Bennett Halloway Smith. She built the system; I ran with it.
Starting in regional magazines like Houstonia and Texas Monthly, the campaign extended to digital banners, long-form advertorials, and other rich media. No matter where Visit Dallas ads appeared, “Find Your All” had to come with a reason to believe and “a feeling” you won’t find anywhere else.
