This campaign acknowledges that fact while intriguing potential Asian tourists with our sophisticated side in fashion, high-end restaurants and an exceptional art/music scene.

Copy: Whatever you know about Dallas, there’s another side you may not. Boots and jeans for sure, but also world-class dining, shopping and culture. Plus a vibrant Asian community. Surprised?

Copy: Whatever you know about Dallas, there’s another side you may not. Cowboys and cowgirls
for sure, but also world-class dining, shopping and culture. Plus a vibrant Asian community. Surprised?

Copy: Whatever you know about Dallas, there’s another side you may not. Tex-Mex and Southwest cuisine for sure, but also world-class dining, shopping and culture. Plus a vibrant Asian community. Surprised?

Client: Dallas Convention & Visitors Bureau, Asian Tourism
Design: Heather J. Moore
Copy: Carol St. George
Agency: Revel

This campaign aims to help the downtrodden find their thinner selves through encouraging copy and a simple, bold look.

Body Copy: Because reading this paragraph is the first step on a journey you long thought impossible. Believe it or not, you’re actually on the path to a thinner, healthier you. If losing weight has always seemed too hard, too difficult, too out of reach—if you’ve convinced yourself you’ll be obese for life—we have good news. You’ve already completed step one. And step two is simple. Just call 1.800.4BAYLOR for a weight loss surgery consultation. We have caring, sensitive people standing by who will empower and encourage you every step of the way. So remember this day. Because it’s the day you started living.

Body Copy: Maybe this morning, today seemed like any other. But look around, the air is smelling crisper, colors are brighter and your attitude is lifting. That’s because you’ve started a chain reaction, just by reading this page. You’re actually on the path to a thinner, healthier you. It doesn’t matter if you’ve convinced yourself you’ll be overweight for life. You’ve already completed step one. And step two is simple. Just call 1.800.4BAYLOR for a weight loss surgery consultation. We have caring, sensitive people standing by who will empower and encourage you on each and every step of this journey. So cherish today. Because it’s the day you started living.

Body Copy: In just reading this sentence, you’ve started a chain reaction. Believe it or not, you’re actually on the path to a thinner, healthier you. It doesn’t matter if losing weight has always seemed too hard, too difficult, too out of reach—or if you’ve convinced yourself you’ll be obese for life. You’re done with step one. And step two is simple. Just call 1.800.4BAYLOR for a weight loss surgery consultation. We have caring, sensitive people standing by who will empower and encourage you on each and every step of this journey. So remember this day. Because it’s the day you started living.

Body Copy: AND THIS CARD. Why cherish a piece of junk mail? Because this piece of junk mail is special. It landed in your hands for a reason—because you need help losing weight. It doesn’t matter if the number of pounds you have to lose seems daunting, or if you’ve convinced yourself you’ll be ‘big for life.’ You’ve already completed step one (reading this card!). And step two is simple. Just call 1.800.4BAYLOR for a weight loss surgery consultation. We have caring, sensitive people standing by who will empower and encourage you every step of the way. So remember this day. Because it’s the day you started living.

Once participants sign up for a weight loss procedure, they are given a journal to document their journey. The campaign extends to this piece, with the write-in date becoming a space to put your name. The uplifting copy continues on the inside leaf.

Copy: This is the official record of your journey. How you feel and what you experience, from day one until you reach your goal weight will be scribbled on the pages of this book. Someday in the near future, you will look back at this book and marvel at the exceptional strength, unwavering stamina, and sheer will you never knew you had. And if that weren’t enough, this book will be your testimony to others — that losing weight is not only possible, it’s worth every single sacrifice. Some day soon, you will be an inspiration to others. This is your story.

Design & Copy: Heather J. Moore