Voice of eXperience

Case Study

Culinary Adventure in Texas

Culinary Adventure in TX Case Study Hero Image_LonesomeDoveRattlesnakeSausage-Credit FarrarFoodPhotography2.jpg

Texas Tourism partnered with Food Network Canada to roll out a multi-platform promotion, aimed at engaging and educating viewers on the incredible diversity of the state’s cuisine scene, vineyards, microbreweries, and even inspire Canadians to book their next culinary getaway vacation to Texas.

The promotion consisted of a three-week (September 2017) digital campaign on the Food Network homepage with a mix of big box, leaderboard, and flash rotators. This drove users to a contest landing page with visuals, enticing copy, partner logs and destination photos, including a 15-second television promo spot that aired across Food Network programming.

Contest grand prize: Trip for two to Dallas, Grapevine and Fort Worth; including accommodation, car rental, dining certificates, food tours and tickets to top attractions, with return airfare courtesy of Air Canada. Contest was supported through Food Network’s impressive social media channels with posts spread across their Facebook, Twitter, and Instagram accounts.

VoX was responsible for all aspects of the promotion; including, strategy development, negotiation, creative development, budgeting, result measurement & reporting.

The contest received more than 4,000 entries from Canadians.



Partnership with Texas Tourism and Food Network Canada

3-week promotion across television, Food Network homepage, and social media channels (Twitter, Facebook, Instagram)

Result: The contest received more than 4,000 entries from Canadians.