Aiming to build momentum toward its planning 2026 launch, the Dallas-based Texas Stock Exchange (TXSE) has unveiled its first-ever advertising campaign.

TXSE said the campaign features “high-impact” digital placements across all the terminals at Dallas Fort Worth International Airport, which boasted 88 million travelers in 2024, making it the second-busiest airport for passenger travel in America.

“DFW Airport was a natural choice for our first campaign. It has had a transformational impact on Dallas, helping to turn it into one of the fastest-growing economic regions in the country. There’s no better place to welcome visitors to our home state,” James H Lee, founder and CEO of TXSE Group, said in a statement “The Texas Stock Exchange will soon be open for business, and we want the world to know: The bull market is coming home.”

Dozens of flights arrive daily from the Northeast alone, as business leaders from New York, New Jersey, and surrounding states increasingly view Dallas as a destination for business and finance, TXSE said.

Billboards target key locations

Photo: TXSE Group

TXSE also said it is taking over billboards along North Texas’ most well-traveled interstates to reach local business leaders and visiting executives. TXSE said the billboards will expand its visibility and reach near iconic local landmarks, including AT&T Stadium, Globe Life Field, and the Arlington Convention Center.

Over the course of the campaign, TXSE said its advertisements are estimated to reach 2 million air travelers and more than 4 million drivers.

“This campaign sends a clear signal that the financial landscape is changing. Capital is shifting. Companies and talent are heading to Texas,” Lee said. “We don’t have to move to them. They are moving to us.”

TXSE Group is the parent company of the Texas Stock Exchange LLC and is supported by some of the largest financial institutions and liquidity providers in the world, the firm said.

TXSE said it will focus on enabling U.S. and global companies to access U.S. equity capital markets and aims to provide a venue to list and trade public companies and the growing universe of exchange-traded products.

News of the campaign follows the recent kickoff celebration of NYSE Texas at the 50-yard-line of AT&T Stadium in Arlington, when Governor Greg Abbott rang the day’s closing bell.

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R E A D   N E X T

  • In June, TXSE Group announced plans to launch the Texas Stock Exchange (TXSE), focused on enabling U.S. and global companies to access U.S. equity capital markets via a “fully electronic, national securities exchange.” In the months since, that’s led to endless discussion of the impact of North Texas’ “Y’All Street.” It was capped by yesterday’s announcement that the TXSE had raised over $135 million to date as it named members of TXSE’s board—including former Texas Governor and former U.S. Energy Secretary Rick Perry; former SEC Commissioner Rick Roberts; and Alex Bussandri, the global head of strategy at Citadel Securities.

  • The strategy—which is used by companies to poach customers from competitors by offering targeted ads to consumers’ mobile devices based on their physical location—may benefit advertisers more than their business clients, UT Dallas researchers contend.

  • The Tech Transfer Showcase spotlights life science innovation at universities and strengthens the development of future leaders and entrepreneurs, BioNTX said. Here are the six university finalists who’ll be pitching at the summit.

  • In a move that serves to counter the planned launch of the Texas Stock Exchange, the NYSE said it will reincorporate NYSE Chicago in Texas and rename it NYSE Texas, with headquarters in Dallas. The news set both Wall Street and Y’all Street buzzing, with Gov. Greg Abbott saying the launch will “cement our great state as an economic powerhouse on the global stage.”

  • The new center at Bridge Labs will train the workforce powering North Texas’ biotech boom—helping startups speed therapies, vaccines, and breakthrough biologics from lab bench to patients. Funded in part by Lyda Hill Philanthropies, the National Center for Therapeutics Manufacturing Satellite Campus is set to open this summer.