FORT WORTH, Texas -

George Prescott Bush filed the official paperwork Tuesday to run for Texas land commissioner next year, hoping to use a little-known but powerful post to continue his family's political dynasty in one of the country's most-conservative states.

A Spanish-speaking attorney and consultant based in Fort Worth, Bush is considered a rising star among conservative Hispanics, and his political pedigree is hard to match. He is the grandson of former President George H.W. Bush, the nephew of former President George W. Bush and the son of Florida Gov. Jeb Bush -- himself often mentioned as a 2016 presidential hopeful.

Bush unveiled a new campaign website with a "George P. Bush for Land Commissioner" logo and featuring a three-minute video in which he says, "Texas is an exceptional state because we as Texans are exceptional."

In the video, Bush describes spending recent months traveling the state and having hundreds of conversations with Texans -- but says he kept returning to the advice of his grandmother, former first lady Barbara Bush, whom he calls "Ganny." Bush says she taught him the importance of public service.

"If you believe, as I do, that Texas is truly an exceptional place with a rich heritage and a future of unbound potential, than I ask for your support as I run for Texas land commissioner in 2014," Bush said.

George P. Bush has been active in politics for years. Last summer, he was promoted to deputy finance chairman of the Texas Republican Party.