Need: When Ed Sheeran played at AT&T stadium in Arlington last summer, he called it Dallas. Overlooked, lumped into the Dallas metro area, Visit Arlington wants to feel seen and heard for all that it has to offer visitors—the big three (ATT Stadium, Six Flags and Rangers), of course, and a thousand smaller offerings as well (international cuisine, a craft brew scene, festivals). In the fall of 2019 I established a social brand voice for Arlington’s Twitter and Instagram. The brand words: witty, playful, fun, convivial, spunky and surprising. Celebrity inspiration? Mindy Kaling.

Contribution: Social strategy, content development