Creative Direction, Art DIrection, Guerrilla Marketing
The Houston Tourism Board was looking for a way to break through a saturated tourism market and let the world know the beauty of Houston. We engaged with international fashion designer Vivienne Tam to create a fashion line based off of Houston's culture. The show started off by a live feed from astronaut Tracy Dyson aboard the International Space Station.
• 4 billion impressions (and counting)
• $50 million in free media exposure
• $2.25 million in free sponsorship value
• 300+ articles written
• Visit Houston's travel goal by 2020 was met by 2018
Following the fashion show, Houston got even more free exposure by various celebs such as Paris Hilton and Christina Milian rocking Vivienne's Houston collection, as well as Vivienne taking the collection overseas to the Beijing InStyle Fashion Show.