Case Study: Oklahoma Tourism and Recreation Department boosts tourism ROI with VI Marketing and Branding

Oklahoma Tourism and Recreation Department boosts tourism ROI 11:1 with VI Marketing and Branding

The Oklahoma Tourism and Recreation Department partnered with VI Marketing and Branding to elevate tourism, a key state industry. The challenge was to enhance Oklahoma's image, increase visitor spending and overnight stays, and successfully promote the new "Imagine that" travel tagline following a seven-year campaign hiatus and the impact of the COVID-19 pandemic.

VI Marketing and Branding developed a comprehensive campaign featuring video spots that transported viewers from mundane situations to magical Oklahoma adventures, all set to unique renditions of "Blue Skies." This strategy targeted travel intenders via television, digital video, and display ads. The results were significant, achieving an 11:1 ROI, a 12% lift in brand awareness, and over 34,000 additional visits to state parks in the first month.

Oklahoma Tourism and Recreation Department