Oklahoma Tourism and Recreation Department
In 2019, fishing was identified as an immediate potential for increased tourism and travel promotion. Research showed each angler in Oklahoma spent an average of $774 per trip. More than $1 billion was spent each year on average in Oklahoma on fishing trip-related expenditures such as food, lodging, transportation, and other expenses. Oklahoma Tourism and Recreation Department and Oklahoma Department of Wildlife Conservation recognized the untapped potential and challenged VI to highlight Oklahoma as a premier fishing destination.
The Oklahoma Fishing Trail aims to position Oklahoma as a premier fishing destination. The campaign highlighted Oklahoma’s diverse fishing experiences, educated the audience on resources, and provided an interactive activity for anglers.
The Oklahoma Fishing Trail created six loops consisting of over 38 lakes spanning across the entire state. VI utilized a blend of higher-funnel awareness tactics and lower-funnel traffic-driving tactics to ensure the entire user path was covered for this new initiative. The Fishing Trail was a new brand that Oklahomans and potential out-of-state visitors were unfamiliar with. Video tactics were instrumental in driving awareness. Mid-to-low funnel tactics were used to drive visitors to the website for more information and to start planning their fishing excursion.
The following tactics were used to launch the brand in an impactful way and drive measurable results for the state:
In 2020, the Oklahoma Fishing Trail advertising campaign investment of $90,000 generated over $8.2 million in projected lodging revenue according to our Adara analytics.
This is a 90:1 ROI on our campaign investment.
Other important metrics:
90:1
ROI
users driven to TravelOK.com:
50,726
45,000+ were new users
3,000+
fishing license orders
