Oklahoma Tourism & Recreation
As Oklahoma Tourism entered the market during the COVID-19 pandemic, we saw this as an opportunity to demonstrate Oklahoma’s commitment to the market by creating an unforgettable and unique initiative that would firmly cement the States position in Australia.
Our goal was to engage, re-connect, and re-invigorate the tourism industry, by demonstrating the creativity of Oklahoma Tourism through driving awareness, developing long-term relationships, and creating partnership support. We did this by:
Creating a “good-news” story that sparked interest and pick-up in major media outlets
Leveraging this interest to communicate key sponsor messages in the lead up the event, during the event, and post event
Demonstrating the creativity and resilience of our industries, our people, our destinations, and our products
Being at the forefront of our COVID-19 rebuilding of the travel industry
Our Role
Partnering with Brand USA and United Airlines, we created a campaign which launched Oklahoma to the top of the travel industry’s mindset as travel to the USA resumed. To do this, we launched a 2 month long promotional campaign in the lead up to the event to help raise Oklahoma’s presence in the market and educate on core itinerary routes. We finished the campaign with the biggest U.S event to take place in Australia in 2 years.
The Results
Partnering with trade media company Karry On, we were able to produce the following results for Oklahoma Tourism
Total pieces of coverage: 83
Editorial inclusions: 21
eDM inclusions: 36
Social media posts: 26
AVE: $179,873.40
PR value: $539,620.2
Total readership: 19,242,393
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