As part of the new promotional campaign, billboards on Dallas North Tollway and on I-75 will tout the district’s cultural history as well as what it presently has to offer. Additionally, now through November the profile-raising drive will include content partnerships and social media ads. Included in the campaign will be a reworked Deep Ellum logo with a scuba diver holding a guitar urging Dallasites to “Go Deep.”
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Westdale CEO Joe Beard explained the promotional effort:
"'Go Deep' is an invitation to experience what those of us who love Deep Ellum have always known. Its unique and unusual attributes are what make these 30 blocks the most interesting in Dallas. We want all to appreciate Deep Ellum for being outside the norm, not in spite of it."
The thrust of the campaign is to encourage residents from throughout the city to step outside their comfort zone and experience Deep Ellum. The underwater theme of the campaign includes slogans such as “Leave the Shallow End Behind”.
Over time, Deep Ellum developed into one of the city’s first commercial districts and flourished as a center for Black entrepreneurship, culture, and music before reinventing itself as one of the most prominent arts and entertainment districts in Dallas.
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