Built by Locals, Made for the World: The Heart Behind the Dallas Rebrand — with Jennifer Walker

In this episode of Giant Stories, host John Kiker sits down with Jennifer Walker, Senior Vice President and Chief Marketing Officer at Visit Dallas, for an honest, insightful, and energizing look at how a bold brand transformation is reshaping how the world sees Dallas — and how Dallas sees itself. Jennifer and her team are on a mission: take Dallas from a city with strong name recognition but low tourism consideration and turn it into a top-tier global destination. This is more than a logo or a campaign — it’s a unifying story rooted in people, culture, innovation, and swagger. You’ll hear how Visit Dallas’ “Can-Do” brand was built from the inside out, beginning with robust community input, strategic storytelling, and a vision for long-term economic and emotional impact. From spotlighting local luminaries and telling good stories, to preparing for FIFA and shaping how international visitors experience Dallas, this episode is a must-listen for brand builders, city leaders, and anyone curious about how bold ideas can become intentional brand movements. Episode highlights include: How Visit Dallas uses storytelling to challenge stereotypes and spotlight surprising talent — from scientists to chefs Why the “Can-Do Spirit” is more than a slogan, it’s a reflection of Dallasites’ grit, hospitality, and yes, swagger The power of launching a local-first brand campaign to ignite pride and ensure adoption citywide. What success looks like in the years to come “Dallas doesn’t suffer from an awareness problem—we suffer from a consideration problem.” -Jennifer Walker “You can’t just birth the brand and walk away. You have to nurture it, grow it, and live it.” -Jennifer Walker “We’re not trying to be everything to everyone. If you stand for everything, you stand for nothing. So, we focus on what we can uniquely own.” -Jennifer Walker #GiantStoriesPodcast #MediumGiant #Tourism #VisitDallas _________ About Jennifer Walker Jennifer Walker has been the Chief Marketing Officer for Visit Dallas since November 2021, where she has led the organization’s branding, marketing, and communications strategies, shaping Dallas as an emerging global destination. Walker has almost three decades of experience in the marketing and hospitality industries having worked for Visit California, Visit Santa Barbara and Visit Austin as well as multiple advertising agencies. A Certified Destination Management Executive (CDME), Walker has achieved the highest level of professional education in her field, demonstrating her commitment to excellence and innovation. Under her leadership, Visit Dallas has embraced strategies that go beyond clichés, ensuring the city’s brand resonates with visitors and locals alike. She was recently recognized by D CEO as one of the most powerful business leaders in Dallas-Fort Worth as a Dallas 500 honoree and has played a key role in redefining Dallas’ identity, making it a more inclusive, dynamic, and globally relevant destination. Beyond her professional achievements, Walker is a six-time Ironman 140.6 finisher, including the World Championships in Kona and mom to two beloved labrador retrievers. Connect with Jennifer Walker Website: https://www.visitdallas.com/ LinkedIn:   / jennifer-walker-cdme-14038a4   _________ Connect with John Kiker LinkedIn:   / johnkiker   _________ Giant Stories is a production of Medium Giant and our parent company, the Dallas News Corporation. Interested in learning more about how your brand’s story can be better told and sold? Visit https://MediumGiant.co or send an email to hello@mediumgiant.co Follow Medium Giant Instagram:   / mediumgiant_   LinkedIn:   / mediumgiant