Texas needed to take tourists’ perception of the Lone Star state farther.

Texas’ reputation as the capital of cowboys and oil barons often got in the way of attracting tourism dollars from individuals wanting more than an Old West adventure. Texas Tourism needed to expand travelers’ interest in the state without damaging the awareness and brand equity it already owned.

As a copywriter at McCann-Erickson, I added a chapter to Texas’ long-lived “It’s Like a Whole Other Country” advertising saga, juxtaposing Texas’ clichés with its contemporary reality.