Case Study: Oklahoma Tourism and Recreation Department boosts domestic travel with VI Marketing and Branding’s "Routes" campaign

Oklahoma Tourism and Recreation Department drives $11.8M in revenue with VI Marketing and Branding

The Oklahoma Tourism and Recreation Department faced the challenge of broadening the audience and impact of its long-running "Discover Oklahoma" travel show in an evolving media landscape. VI Marketing and Branding was tasked with reimagining the program's tone and look to increase domestic travel and travel consideration to the state.

VI Marketing and Branding developed and launched "Routes," the first Discover Oklahoma original series, which told compelling stories of the state's destinations and people. The solution included a comprehensive campaign with earned media, digital ads, and a new logo and website. This strategy generated an 81:1 ROI, drove $11.83 million in revenue, and achieved over 25.5 million impressions and 1.6 million video views, significantly exceeding all key performance indicators for the campaign.

Oklahoma Tourism and Recreation Department