Local Campaign

20/05/2024



The Challenge

Tucked away among the bustling cities of North Texas, Garland is a hidden gem teeming with music, food, art and natural treasures. The town has slowly built up its cultural and artistic offerings to become a place where people can experience something different and new. The Convention and Visitors Bureau enlisted J.O. Agency to tell that story and sing the city’s praises.

The Strategy

Our team began by conducting a site visit to noteworthy spots across the city. During this meeting, the Garland staff detailed how they wanted Garland to be seen as a place where adults and families could come to have fun. Based off this trip and research on the tourism market, the J.O. team developed a campaign tagline, “Come Play in Garland,” to evoke the playful feeling that a person can experience in Garland no matter where they are — a summer concert series, local restaurant or interactive art show.

The client also wanted to incorporate an element of live music in the campaign, as Garland is a burgeoning music scene. The creative team took this idea and created ad copy with musical idioms which were paired with photographs taken across the city over a multi-day photoshoot. Our team captured vibrant, captivating images by using real Garland businesses and locals, ranging from Stetson cowboy hat shapers to a summer music festival to skaters in the city’s new skate park.

Local Garland Bakery offered their location for the photo
Photoshoot at Local Garland Skatepark "Jon Comer"

The Results

The result of these efforts was a dynamic digital and print campaign in state-wide magazines. The Come Play in Garland campaign invites a regional/national audience to spend some time discovering and loving this DFW hidden gem.

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