Case Study: Oklahoma Tourism and Recreation Department drives visitation and revenue with VI Marketing and Branding

Oklahoma Tourism and Recreation Department drives $14 million in revenue with VI Marketing and Branding

The Oklahoma Tourism and Recreation Department, a state agency, faced the challenge of distinguishing Oklahoma as a must-see destination amidst increasing travel demand closer to home. VI Marketing and Branding was tasked with creating a strategic campaign to increase travel spending, park reservations, and visits to Route 66 points of interest.

VI Marketing and Branding developed a persona-driven campaign targeting five distinct audience segments with customized creative and data-driven media targeting. The solution included programmatic video, paid social, and Performance Max ads. This approach delivered significant results, including $14 million in revenue, a 118:1 return on investment, and over 37,400 park visits driven by paid media.

Oklahoma Tourism and Recreation Department