04.09.10

The Alamo campaign

Print Ads, Public Service

The Alamo was the site of a historic thirteen-day siege in the quest for Texas’s independence from Mexico in 1836. Nearly 200 Texans and Tejanos defended the San Antonio mission from more than 2,000 Mexican soldiers, culminating in a battle on March 6, 1836 during which all the defenders lost their lives. Today, it’s a symbol of heroic struggle against impossible odds—a place where people made the ultimate sacrifice for freedom—and the number one tourist attraction in Texas. Maintained and supported by an all-volunteer group, The Daughters of The Republic of Texas (DRT), it draws well over three million visitors yearly. On behalf of DRT, Austin-based Door Number 3 created Allies of The Alamo, The Alamo’s first-ever marketing campaign. It invites Alamo enthusiasts and the general public to “Cross the line” to become part of timeless ideals: heroism, courage, loyalty and sacrifice in the universal pursuit of liberty. Elements of the campaign include a print and poster campaign, outdoor, online and POS, as well as collateral materials, environmental graphics and T-shirts. (Over the last year, Door Number 3 has devoted more than 1,200 pro bono agency hours to the campaign.)

Taylor Harkey, senior art director; Phil Davies, senior writer; Prentice Howe, creative director; Tracey Maurer, photographer; Jason Murphy/Stephen Purnell, retouchers.

www.dn3austin.comwww.thealamo.org