Visit Claremore OK Case Study: Increased Tourism Revenue

The Challenge

The original “Visit Claremore” website was outdated, difficult to navigate, and did not thoroughly convey the City’s many attributes. Additionally, the City needed to bolster tourism and rebuild from the negative impacts of the COVID-19 pandemic.

Goals of the campaign were twofold: develop a new website to highlight the unique Claremore experience and introduce a tourism campaign to bring new visitors to the town. For media metrics, we wanted to see engaged website visitors who either requested a trip guide from the website or visited three or more website pages. The primary goal was to increase tourism revenue and overnight stays within Claremore, which could be measured by occupancy levels, sales tax revenue, and visitor data from local museums.

Website page and social media mock-ups for the City of Claremore designed by AcrobatAnt.

The Solution

Together with ONE 80 Consulting, our partner leading marketing communications strategy for Claremore, we launched an online experience featuring new content, graphics, and a better user experience. We executed two six-week campaign flights, each focused on a specific experience. The first campaign highlighted outdoor activities and was designed to attract family travelers during the peak summer season, while also being sensitive to those concerned about the spread of COVID. For fall, we shifted to Route 66 to capture snowbirds and fall Route 66 travelers. For both campaigns, we tailored messaging based on target geography—those likely to come for a day trip received a different message than those likely wanting an overnight stay. Before and during the summer campaign, we launched a monthly photo contest to encourage more social posts featuring Claremore—content we could also feature on the new website.

“We were impressed with their strategy-first approach, digital intelligence and smart creative.”

Cheena Pazzo

One 80

360+

Goal Completions

Digital Impressions

The Results

The summer campaign delivered strong results. There was a significant uptick in hotel occupancy: hotels were 95% occupied at the end of the campaign, which is excellent considering there were no other events in town that would be driving up occupancy.

Media metrics and visitor engagement were also strong:

360+ goal completions (visited 3 or more web pages or requested a trip guide)
Nearly 2M digital impressions with more than 12,000 website clicks

Overall, the fall Route 66 campaign had a 46% increase in digital goal completions compared to the summer outdoor-themed campaign. The first goal was for requests for trip guides, which had about 100 requests during the campaign. The second goal was an indication of visitor engagement (those who visited three or more pages within the website).

The overall media metrics for the second campaign were also strong. Click-through rates (CTR) were higher for both paid social and search. The improved CTR for social was likely in part due to the video ad unit that was created, versus only static or carousel ads. Search had strong CTR and a high number of impressions, which could be because of a more robust keyword list compared to the first campaign.

Website Users Since Website Launch

A graph depicting spikes in visitor activity during different campaigns.

Case Study

case study

Website Users Since Website Launch