Aiming to increase its minority-owned business membership, VisitDallas entrusted B A S Media to spearhead their initiative to educate and engage potential members.

Educating the Masses

Partnering with VisitDallas’s diversity and inclusion department, we highlighted partnerships throughout the metroplex the organization had supported over the past 12 months and rallied the organizations involved. We leveraged existing video and coordinated interviews to tell the story of the benefits of membership.

We then set out to evangelize these supporters. In 24 months, we organized five educational, entertainment-focused events and hosted a variety of industry leaders, from vital business influencers and decision-makers to senior managers and the C-Suite, all while showcasing Dallas’ one-of-a-kind venues, hotels, and restaurants.


BASM’s forefront strategy in strengthening VisitDallas’ campaign was educating in a fun, experiential way.

Driving Results

With a new-found knowledge of the organization’s offerings, membership and corporate partnership increased by 15 and 25%, respectively.

Five events
75 memberships
20 Partnerships
Seven new C-level board members

Influencer Marketing

VisitDallas wanted to educate Texas’ key influencers of the city’s abundant offerings and upcoming attractions.

BASM developed a series of events in Dallas, Houston, Austin, and San Antonio, identifying and recruiting top bloggers and micro and nano influencers throughout the state to attend and show off the city’s inclusive, forward-thinking communities and innovative spirit.

We crafted experiences that would be memorable, interactive and enable influencers to explore local organizations, events, and community developments.


  • Accumulated 12 million social media impressions
  • Increased drive-to-destination rating by 20%
  • Solidified Dallas as a trending city throughout the state