JWT Salutes the Flags of Texas

J. Walter Thompson unfurls new advertising for Houston’s Museum of Fine Arts to support a historical exhibit of Texas flags.

“Texas Flags: 1836-1945” showcases more than 30 banners that have flown over the state, ranging from the battle of San Jacinto all the way through U.S. Army battalion standards of World War II.

The flags have never been displayed together publicly.

The Houston office of JWT last month launched a print, radio and television campaign to promote the exhibit.

In a 30-second television spot, images of the flags appear against a black background while copy fades in and out: “They’ve flown in battle. They’ve flown in peace. But until now, they’ve never flown together.” The visuals are accompanied by a Texas anthem sung by the Fort Bend Boys Choir.

“We discussed many ideas, but this seemed to sum up the scale and power of the exhibition in its most basic terms,” said James Rowland, a partner and account director at JWT. “It truly is a once in a lifetime event.”

“We wanted a campaign that spoke to all Texans who appreciate the imagery and history of our state,” said museum representative Frances Carter Stephens. “Whenever we can, we try to appeal to broader audiences.”

The media plan includes magazine and newspaper buys in Houston, Dallas, San Antonio and Austin, Texas. Radio and television ads are playing in Houston.

The museum exhibit runs through April 28.