Travel Texas

Home to endless horizons, vibrant events and bold cuisine, Texas offers visitors the best of everything. To show UK travelers that it’s easier to get to Texas than they think, and to showcase everything it has to offer, we sent UK foodie influencer Toby Inskip (@eatingwithtod) to experience the Lone Star State firsthand. In addition to elevating Texas cuisine and activities in partner cities Lockhart, Austin and San Antonio, the campaign also aimed to garner at least 1 million impressions and 20,000 engagements.

The trip exposed Toby and his followers to a wide variety of Texas’ cuisine and events, including a cowboy boot fitting, the Austin Food & Wine Festival, the Texas Monthly BBQ Fest’s Top 50 Picnic, horseback riding and a San Antonio River cruise. His visit to the first Michelin-starred barbecue restaurant in Texas timed perfectly with the announcement of the Texas Michelin Guide, and his detailed food reviews encouraged engagements in the comments. While he was contracted to only make five pieces of content, Toby published 21.