Oklahoma Tourism and Recreation Department
In 2023, Oklahoma welcomed a total of 15.4 million travelers across the state. With an increased travel appetite continuing to grow domestically, Oklahoma Tourism and Recreation Department challenged our team to create a compelling campaign that increased awareness, travel inspiration, overnight stays and Oklahoma State Park reservations, while distinguishing Oklahoma as a travel destination. The result: Find Yourself in Oklahoma.
Find Yourself in Oklahoma takes a unique approach by looking through the eyes of Bigfoot, a character who has brought imagination, curiosity, adventure and discovery to state, national and even international audiences for 70+ years. Bigfoot travels through Oklahoma’s many wonders, including America’s most diverse terrain mile-for-mile, the longest drivable stretch of Route 66 at 400+ miles and vibrant urban experiences while meeting many friends along the way.
Find Yourself in Oklahoma is a fully animated stop-motion campaign featuring various Oklahoma attractions. Bigfoot visits seven attractions and touches each corner of the state to enhance our goals of travel inspiration and overnight state park reservations. Each tactic of this multi-faceted campaign incorporates stop-motion and paper felt design elements to solidify cohesion across the campaign. Tactics include the following:
The Find Yourself in Oklahoma campaign delivered impressive results, generating a 66:1 ROI and attracting over 167,450 state park visits. The campaign curated more than 144 million impressions and over 31 million video views.
Beyond paid digital ads, the campaign garnered over 20 media placements across regional and national outlets, including features on Yahoo and AOL.
66:1
ROI
$48.5 million
in revenue
$141.35
hotel revenue per traveler
2 Days
average length stay
68%
view rate
311,000
in clicks
31 million
video views
