7 Wonders Recap · 7 Wonders Recap #traveloregon 36,000 uses of #traveloregon on Instagram 4.2...

1

7 Wonders Recap

3

7 Wonders Recap

Campaign Objective

7 Wonders Recap

Source: Google search traffic for Oregon travel

terms

Timing

7 Wonders Timing &

Channels

What We Learned

Phase 1 Phase 2

Phase 3

6 Unfolding Wonders: Owned +

Social Tell Deeper

Story

Serve up

Inspiration Channel

Inspiration

Into Action

Phase 1 (Influencer Tour )

Paid Media (TV, Cinema) (Search) (YT/Online)

Phase 2

(Surprise & Delight)

Phase 3 (Sweeps) Social /PR

What We Learned

Owned Media (TO.com; ROR.com)

7

What We Learned

Social Media Campaign

Influencers: Selection

Criteria

• Your goals drive who you pick

– National coverage? Grow your

community?

– Epic photography? Content?

What We Learned

Not Scientific Influence equation = Audience Reach (# of

followers) x Brand Affinity (expertise and credibility)

x Strength of Relationship with Followers

9

7 Wonders Recap

Responses

7 Wonders Campaign

Scenic Byways

10

7 Wonders Recap

Highest

Response

Ever

Second

Highest

Response Ever

Third

Highest

Response

Ever

Responses

7 Wonders Campaign

Scenic Byways

7 Wonders Recap

Web Traffic

7 Wonders Recap

Web Traffic

Record

Web

Traffic Second

Highest

Web

Traffic

Ever

7 Wonders Recap

Organic Search

7 Wonders Recap

Mobile Use of

TravelOregon.com 2013:

16% of

sessions

2014:

27% of

sessions

72% Growth

7 Wonders Recap

Guide Orders

16

7 Wonders Recap

Guide Orders

17

7 Wonders Recap

Social Media Campaign

18

7 Wonders Recap

Social Media: Fan

Growth

19

7 Wonders Recap

#traveloregon

36,000 uses of

#traveloregon on Instagram

4.2 million likes on photos

tagged #traveloregon

176,000 comments on

photos tagged #traveloregon Photo by @chrisburkard while on Instagram Influencer

Tour

20

7 Wonders Recap

Social Listening

2013 2014

21

7 Wonders Recap

Partnerships

GREATER

Portland

22

7 Wonders Recap

Overall Earned Media

Results • The Travel Oregon PR team leveraged media

and influencer relations to bring the 7

Wonders of Oregon campaign to nearly

101.5 Million people throughout the U.S.

• 27 one-to-one interviews with top

media in Oregon, Seattle and NYC

• 16 national media placements

• 31 regional media placements

• Star coverage included: CNN, Alaska Airlines and

Travel + Leisure

7 Wonders Recap

Patches

• Moving from

the digital

to the

physical

space is

highly

engaging to

consumers

• Particularl

y when you

can “badge”

fans/explor

ers with

unique (not

for sale)

items

7 Wonders Recap

New Oregon

Fans

120,000

Thank You #traveloregon