The problem
Great footage with nowhere to go
Visit Austin had already invested in a high-quality long-form commercial through an independent production company. But once the contract was complete, there was no social strategy to extend that investment. The footage existed. The audience didn't know.
Without a content strategy tailored for social platforms, Visit Austin was missing the opportunity to reach people where they actually spent their time.
The solution
Four targeted cuts and a web presence built to intercept
Using the existing long-form footage plus additional material from the production company, I created four short-form social edits - each one targeted to a specific audience segment. Each cut was built for the platform and the audience, not adapted from the long form as an afterthought.
Entertainment
Live music, nightlife, and the cultural energy Austin is known for - cut for people who want an experience, not a destination.
Nature
Barton Springs, Zilker Park, the greenbelt - for the outdoor audience that doesn't know Austin has this side.
Food
The BBQ, the breakfast tacos, the food truck scene - a cut built to make people hungry and curious at the same time.
Unique sights
The unexpected, visually striking, only-in-Austin moments that make people say "wait, where is that?"
Separately, I identified an opportunity to drive web traffic through HTML5 animations - built to capture attention during browsing sessions and redirect curious visitors toward Austin's digital presence. These ran as web placements and extended the campaign's reach beyond social feeds entirely.
The campaign
Visit Austin - You're in for a show
The long-form commercial that anchored the campaign - and the source footage for four targeted short-form social cuts.
Live HTML5 banner ad
Visit Austin - 300x600 Web Placement
The actual animated banner unit that ran as a web placement. Built in Adobe Animate, designed to intercept browsers mid-session and redirect them to visitaustin.org.
Results