Situation
To showcase its offerings as a first-class destination, Visit Oklahoma City sought to draw travelers to the city from several defined demographics. We targeted families, couples and group travelers living in the Midwest and upper Midwest to drive large volumes of engagement to Visit Oklahoma City’s website with the goal of increasing awareness, inquiries and conversions (including newsletter sign-ups and travel guide requests).
Action
Employing an omnichannel approach, including display, native, video and CTV, we targeted Visit Oklahoma City prospects with demographic, category, behavioral and contextual strategies as well as geolocation retargeting. We sought to raise awareness through
inspiration and motivate action through strategic targeting tactics to encourage travelers to “Explore the Modern Frontier” in Oklahoma City and accomplish multiple cost per engagement (CPE) and cost per nquiry (CPI) goals.
The Results
Our highly targeted programmatic strategy hit its mark, exceeding all campaign CPEs and CPIs across all channels, overperforming by at least 1.25 times and at most by 5.7 times. Through our omnichannel activation, we were able to connect Visit Oklahoma City with travelers who weren’t just curious about the destination but who truly wanted to learn more about what they could experience in this “Modern Frontier.”
2.9x
CPE Display Goal
5.7x
CPE Native Goal
1.5x
CPE Video Goal
1.25
CPE CTV Goal
1.9x
CPI Display Goal
3.7x
CPI Native Goal
2.25x