MyWallSt (formerly Rubicoin) is an award-winning financial investment app that transforms individuals into investors, through education and guidance. A short video interview with the client A transcript of the video “Working with Conversion Rate Expert…
Urban Forex is an educational platform for financial trading. A short video interview with the client A transcript of the video “No one does it better than Conversion Rate Experts. I would say this probably will be the single most important thing you w…
How often do your landing pages break promises made in your ads or newsletters? Here’s an example that may hit home. This is a tale of two companies who can’t afford to blacken their reputation any more than they already have. It is the story of …
How often do your landing pages break promises made in your ads or newsletters? Here’s an example that may hit home. This is a tale of two companies who can’t afford to blacken their reputation any more than they already have. It is the story of one letter, one landing page and a broken promise. […]
As a destination marketer, one of your main challenges is turning your website visitors into destination visitors. Before a visitor comes to your destination they compare you their other options. During this research phase, you tailor your ads to match their interests, you utilize search engine marketing tools to make sure your advertising and social… Read More
As a destination marketer, one of your main challenges is turning your website visitors into destination visitors. Before a visitor comes to your destination they compare you their other options. During this research phase, you tailor your ads to match their interests, you utilize search engine marketing tools to make sure your advertising and social content is targeted to their search results, and you hope these visitors click through to your site to consume and engage with the top content you’ve created.
But what are the best practices in turning these online visitors into destination visitors?
Leading destination marketers from Explore Branson, Elkhart County, Indiana, and Visit Williamsburg believe website personalization is a cost effective way to turn their website visitors into destination visitors. In Time to Get Personal, these three destinations highlight some of the ways Bound’s personalization solution has helped them stand out amongst their peers and convert their online visitors into destination visitors. Some of their results include the following:
- Explore Branson has seen a 560% increase in e-newsletter sign-ups by using a personalized pop-up targeted to different website audiences.
- Elkhart County, Indiana used Bound’s A/B testing capabilities to increase travel guide conversions by 253%.
- Visit Williamsburg used Bound to maximize the value of their paid media campaigns. ince targeting paid media visitors to the website with personalized landing pages, they have seen a 41% increase in time on site.
Read more in this report to learn how these destinations got these results and to see if now is the right time for you to explore personalization for your destination’s website.
- Measure Your Success
- 2018 State of Personalization for Destination Marketers
- What Marketing Performance You Should Expect from Your E-Newsletter Sign Up
Alan’s Factory Outlet is an online seller of customizable carports, metal garages, and sheds. A short audio interview with the client A transcript of the interview with the client “I’m really happy that I went with Conversion Rate Experts, and in a few…
MitoQ is a provider of health supplements. A short video interview with the client A transcript of the video “It’s been nothing short of exceptional working with Conversion Rate Experts. We’ve seen huge impacts in a positive sense on the performance of…
TextMagic is a service that enables businesses to send text messages for notifications, alerts, reminders, and marketing campaigns. A short video interview with the client A transcript of the video “We now are getting twice as many trials every day as …
The fantastical travel marketing campaign by Travel Oregon is captivating viewers as it aims to drive tourism to the state. The cinematic, Miyakazi-inspired spot features real places you can visit in seven regions of Oregon. If you haven’t already experienced the ‘Only Slightly Exaggerated’ campaign, watch the video below and be sure to explore the […]
The post 5 ‘Only Slightly Exaggerated’ Questions with Travel Oregon appeared first on Bound.
The fantastical travel marketing campaign by Travel Oregon is captivating viewers as it aims to drive tourism to the state. The cinematic, Miyakazi-inspired spot features real places you can visit in seven regions of Oregon. If you haven’t already experienced the ‘Only Slightly Exaggerated’ campaign, watch the video below and be sure to explore the website and the campaign’s corresponding landing pages. Intrigued by the magical campaign, we asked Bryan Mullaney, Global Marketing Insights and Planning Manager at Travel Oregon, about the travel marketing campaign’s goals and strategy, marketer-to-marketer.
1. What are the goals for the ‘Only Slightly Exaggerated’ campaign?
Our goal was to create a feeling of “I want to go there, I want to experience nature in Oregon.” In travel and tourism marketing, that’s usually done through stunning nature photography, but you run the risk of creative that doesn’t stand out. Mountains, rivers and lakes start looking very similar in today’s tourism marketing world. While our concept focuses on nature and outdoor recreation, our goal is to use the beautiful, enchanting, and inviting animation to inspire people to come find happiness off the beaten path, all over Oregon.
2. How do you define success? And, how are you measuring it?
Success can be defined in a multitude of ways for this campaign. From a media standpoint, it’s about video views, traffic to TravelOregon.com and engagement with our content. We measure engagement by time on site, pages viewed, and folks ordering visitor guides or subscribing to emails from us.
Ultimately we’re always trying to get people to book overnight stays aka “heads in beds” to help stimulate the local economies around the state. As of the May 2018 Dean Runyan Associates “Oregon Travel Impacts” research report, the travel and tourism industry generates $11.8 billion and directly employs 112,200 Oregonians.
3. What role does the website play in the campaign?
A key challenge for the team was figuring out how to pay off (and extend!) the magical experience for audiences who are inspired by the animated spot on TravelOregon.com. Working off a mere photograph cannot possibly relay the feeling of being here. Therefore, we leveraged the fantastical images and characters from the campaign video to immerse visitors in a compelling new world (before they have a chance to exercise their disbelief).
The landing page takes visitors on a journey through Oregon, complete with animations (a combination of gifs, parallax and html5 video) and calls-to-action (CTAs) sprinkled throughout. However our job would only be half complete if we didn’t create a bridge between the fantastical experiences of the animation and real Oregon locations travelers can visit.
We showcase the beauty of Oregon and connect and educate our audience to authentic experiences throughout the state. For example, folks who are inspired by kids riding a giant rabbit through a tulip field are connected to Oregon in Bloom, a collection of trip ideas about flower festivals, spring events and waterfall hikes. We also used this campaign to tell the backstory of one of the country’s most iconic sights—Crater Lake National Park—by highlighting the lake’s geological history and illuminating some of the more prominent tribal myths about its formation through its creation story.
4. Travel Oregon is known for its original and imaginative campaigns, like the recent Oregon Trail campaign and last year’s robot fish. What was the inspiration behind ‘Only Slightly Exaggerated’?
Have you ever tried to snap a picture of a beautiful landscape, only to look at your phone and think, “No, but it’s better than that. I swear!” Even with the most advanced cameras and editing software, it’s almost impossible to capture what you’re really seeing, feeling and experiencing in Oregon. That’s because Oregon is magical, and you really have to be here to get it. Oregon feels like it was plucked out of the greatest tales of fantasy and adventure, so we wanted to give it the treatment it deserves: animation. For an in-depth look at how we brought Oregon’s magic to life, you should read this behind the scenes story.
5. The Oregon Symphony created the original score for the campaign. What other authentically Oregon hidden gems are there throughout the campaign?
This fanciful, artful animation features Oregon’s majestic and diverse range of outdoor adventures in all the state’s seven tourism regions – from mountain biking the North Umpqua to fishing at Ramona Falls, to star gazing at Crater lake, and hot air ballooning over the Willamette Valley—there’s no shortage of magical adventures for everyone in Oregon.
For its hidden gems and even deeper stories about Oregon’s magic, follow us across social media where we are rewarding our fans with much more! For example, as part of our launch strategy, we have been juxtaposing animated scenes from the video with the real user-generated Instagram of these places and other similarly magical places throughout Oregon.
Also, a major strategy for the second half of the campaign will be the use of local and regional influencers who travel across the state to highlight a key activity or destination mentioned in the 90-second spot.
The post 5 ‘Only Slightly Exaggerated’ Questions with Travel Oregon appeared first on Bound.