New Niche Marketing Campaign Encourages Travelers to “Try Dallas on for Size!”

Contact: Armando Gonzalez

Date: May 2, 2008


Telephone: 214-528-5775



For Immediate Release


New Niche Marketing Campaign Encourages Travelers to “Try Dallas on for Size!”




SRJ Marketing Communications, LLC ( has launched a complete integrated marketing communications campaign on behalf of the Dallas Convention and Visitors Bureau (DCVB) that targets the gay, lesbian, bisexual and transgender (GLBT) community. Along with a completely redesigned micro site (, the campaign also includes print and Web advertising, public relations and an online promotion.


The campaign officially launched in April at a community event that welcomed to Dallas members of the domestic and international gay press. Uniquely designed to stand out from other niche campaigns currently in the market, the new integrated marketing communications program for the DCVB uses impressive and eye-catching graphics that show the unique diversity of Dallas’ GLBT community.


The Web site and advertising highlights a type of shoe with a campy definition that ties back to Dallas. The first ad features stilettos, which are defined as, “Fabulous killer heels worn by glamorous divas and fierce Dallas drag queens.”


“For more than three years, our city has benefited from a successful niche marketing initiative,” said Phillip Jones, president and CEO of the DCVB. “From generating press coverage and changing perceptions, Dallas is now known for embracing diversity, and we’ll continue to set the standard for this market with the refresh of our intuitive GLBT micro site.”


Built on the success of the original Web site, the redesigned site features a fresh and intuitive interface that highlights local attractions as well as shopping and culinary experiences that contribute to making Dallas one of the most exciting and affordable GLBT travel destinations in America.


Rich with a host of new features, offers visitors abundant resources that allow travelers to efficiently research, plan and book a trip to Dallas, all through one portal. With the online itinerary feature, visitors can create and print a personalized itinerary that includes hotels, venues, restaurants, and events of interest.


A promotion has also been developed where the grand prize includes roundtrip tickets, hotel accommodations, passes to local venues, and a gift basket to Dallas Pride in September. For details on the promotion, everyone is encouraged to visit


“Dallas continues to shine as a leader in the GLBT travel industry,” said Steven R. Jolly, principal of SRJ Marketing Communications. “With the launch of this new campaign, Dallas will remain at the top of the game and many travelers will discover exactly why Dallas is truly a wonderful destination for the GLBT traveler.”


“Try Dallas on for Size!” ads are now running in some of the most influential gay print and Internet publications.


About SRJ Marketing Communications




SRJ Marketing Communications, LLC is a full-service national marketing communications agency that focuses on strategic marketing, advertising, and public relations, with significant experience in interactive media and Web development. Founded in 1989 by Steven R. Jolly, the Dallas-based agency also has a division in Fort Lauderdale, Fla. For more information, please visit