The Opportunity:
Oceanside is a playful and welcoming North San Diego beach community where visitors can enjoy a quintessential Southern California coastal experience.
Visit Oceanside captured this spirit in a new brand campaign “Love O’side” and sought to support the launch of the campaign with a multi-layered PR campaign in Salt Lake City— a region identified as a growing market for Oceanside due to its high number of families and close proximity within easy drive or flight.
The City’s leaders chose our team of creative communication experts to make the most of the Salt Lake opportunity through an expansive paid and earned media campaign.
The Solution:
Our team researched media integration opportunities in the region and ultimately developed a four-week on-air and digital promotional campaign with the top-rated news station in Salt Lake City.
The campaign included nine segments filmed in Oceanside, which aired on the station’s popular show “The Place,” live mentions during news and entertainment programs, digital banner ads, social media promotion, a native content web feature and a lead-generation contest to win a prize package to Oceanside for a family of four.
The Results:
The Visit Oceanside media integration campaign resulted in:
- 47 minutes of on-air editorial and promotional coverage
- 800,000+ viewers reached
- 1,000 social media shares reaching 157,000 people
- 5,000 sweepstakes entries
- 60% opt-in rate
Additional exposure was provided through weather.com, Fox13now.com, e-blasts and Ad Messenger and totaled nearly 500,000 impressions in the market. Even more encouraging, the California Welcome Center Oceanside has informally measured an uptick in travelers from Utah stopping by its visitor information desk. Read about one of our other media integration case studies in the tourism and hospitality industries
Grant Wright
Corie Fiebiger
Shae Geary
Roman Lukjanenko
Phelan Riessen
Katrina Early
Hamish Marshall