7 Wonders Recap · 7 Wonders Recap #traveloregon 36,000 uses of #traveloregon on Instagram 4.2...
Transcript of 7 Wonders Recap · 7 Wonders Recap #traveloregon 36,000 uses of #traveloregon on Instagram 4.2...
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7 Wonders Recap
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7 Wonders Recap
Campaign Objective
7 Wonders Recap
Source: Google search traffic for Oregon travel
terms
Timing
7 Wonders Timing &
Channels
What We Learned
Phase 1 Phase 2
Phase 3
6 Unfolding Wonders: Owned +
Social Tell Deeper
Story
Serve up
Inspiration Channel
Inspiration
Into Action
Phase 1 (Influencer Tour )
Paid Media (TV, Cinema) (Search) (YT/Online)
Phase 2
(Surprise & Delight)
Phase 3 (Sweeps) Social /PR
What We Learned
Owned Media (TO.com; ROR.com)
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What We Learned
Social Media Campaign
Influencers: Selection
Criteria
• Your goals drive who you pick
– National coverage? Grow your
community?
– Epic photography? Content?
What We Learned
Not Scientific Influence equation = Audience Reach (# of
followers) x Brand Affinity (expertise and credibility)
x Strength of Relationship with Followers
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7 Wonders Recap
Responses
7 Wonders Campaign
Scenic Byways
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7 Wonders Recap
Highest
Response
Ever
Second
Highest
Response Ever
Third
Highest
Response
Ever
Responses
7 Wonders Campaign
Scenic Byways
7 Wonders Recap
Web Traffic
7 Wonders Recap
Web Traffic
Record
Web
Traffic Second
Highest
Web
Traffic
Ever
7 Wonders Recap
Organic Search
7 Wonders Recap
Mobile Use of
TravelOregon.com 2013:
16% of
sessions
2014:
27% of
sessions
72% Growth
7 Wonders Recap
Guide Orders
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Guide Orders
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7 Wonders Recap
Social Media Campaign
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7 Wonders Recap
Social Media: Fan
Growth
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7 Wonders Recap
#traveloregon
36,000 uses of
#traveloregon on Instagram
4.2 million likes on photos
tagged #traveloregon
176,000 comments on
photos tagged #traveloregon Photo by @chrisburkard while on Instagram Influencer
Tour
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7 Wonders Recap
Social Listening
2013 2014
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7 Wonders Recap
Partnerships
GREATER
Portland
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7 Wonders Recap
Overall Earned Media
Results • The Travel Oregon PR team leveraged media
and influencer relations to bring the 7
Wonders of Oregon campaign to nearly
101.5 Million people throughout the U.S.
• 27 one-to-one interviews with top
media in Oregon, Seattle and NYC
• 16 national media placements
• 31 regional media placements
• Star coverage included: CNN, Alaska Airlines and
Travel + Leisure
7 Wonders Recap
Patches
• Moving from
the digital
to the
physical
space is
highly
engaging to
consumers
• Particularl
y when you
can “badge”
fans/explor
ers with
unique (not
for sale)
items
7 Wonders Recap
New Oregon
Fans
120,000
Thank You #traveloregon