New Campaigns: Southwest

Agency: TKO, Austin, Texas
Client: Austin Convention & Visitors Bureau
Creative Director/Copywriter: Raul Garza
Creative Director/Art Director: James Walker
Placing more emphasis on its music attractions and business travel destination features, the ACVB is backing a new 1997-98 print campaign that will be placed heavily in lifestyle and travel media. TKO recently had its contract with the bureau renewed, and builds from its inaugural work that pegged Austin as a historical center that also happens to be a regional cultural mecca. Although the corporate visitor will be a focus of the advertising campaign (“. . . when the work is over, the fun begins”), the family vacationer is still welcomed, through copy such as, “We’ve hosted notorious frontiersmen and legendary rock ‘n’ rollers. Bring the kids.” Three new ads have the tagline, “Live music capital of the world.” Along with general interest magazines such as Parade and Texas Monthly, the work will appear in meeting planner trade publications in both full-page spreads and four-color inserts. -Glen Fest

Agency: Evans Advertising, Dallas
Client: TU Electric, Dallas
Creative Director: Kevin Mote
Copywriters: Chris Smith (print, television), Kim Smith (radio)
Producer: Kelly Scott
Texas’ largest utility aims to position itself as an environmentally concerned energy provider in a new print, radio and television effort airing into next month. The campaign features the company’s Environmental Research Center in Fairfield, Texas, where school teachers are taught how to institute environmental education programs. A 30-second television spot shows the center’s green fields and brooks, as a school desk, a blackboard and the reflection of a teacher and a class of students materialize. A female voiceover details how the client’s efforts at the center aid environmental preservation. The commercial is airing in the Texas markets of Dallas/Fort Worth, Midland/Odessa, Tyler, Waco and Wichita Falls. A 60-second radio spot supports. Full-page print executions appear in November issues of Texas Monthly, National Geographic and Texas Parks and Wildlife. -Steve Krajewski