Travel is an immersive and sensory experience that cannot be conveyed through photos alone. With that insight, in partnership with Deep Local, we proactively pitched to our client the idea to have Texas bottle its air to entice millennial travelers to visit using the sights, scents and sounds of Texas.
How it would work: We’d collect and can Texas air in diverse destinations that hit various consumer passion points—from outdoor adventure spots around Austin to Texas food and music festival spots like Poteet and beyond. We’d develop perfectly-matched scents and sounds for each town, festival, or attraction that are held in custom designed beverage cans. The back of each can will list a mini itinerary for a weekend of activities, cuisine, and attractions that appeal to our “Authentic Adventurer” audience. The itineraries would be created by Texas resident influencers. Select cans would hold plane tickets for a trip to that Texas spot. All cans would hold a tag that drives to Traveltex.com and encourages social sharing with #cantexas.
We’d modify a retro vending machine with a video display and replace the expected beverage choices with Texas destinations. Consumers select a destination to dispense a can, which would trigger a video of that Texas destination to play on the vending machine’s screen. Consumers will crack open the can to watch and smell Texas. Like a seashell, holding the can to their ear will allow them to actually hear that place. The vending machine would be placed in high-traffic areas, such as subway and train stations, in a few key target markets such as CHICAGO, BOSTON and NYC. We’ll document consumer reactions through short videos during the experience and a longer recap video. This project has been shelved due to a legislative year.