Marcus Thomas has planned and executed TourismOhio’s largest media plan since introducing its new brand, ‘Ohio. Find It Here’. The campaign aims to boost road trip tourism to various Ohio cities by creating the Midwest Living Road Rally from May 6-10.
TourismOhio partnered with blog Full-Time Travel, who will visit each city, post on Instagram and FTT’s website, promote the road rally to its readers, and most importantly give TourismOhio full usage and rights to the video captured at each city, which will be used to create assets for digital media.
Each day has a full itinerary of photography and interviews at multiple stops within each city, which were selected based on the ability to illustrate and bring to life the unique character of the city. The five city partners on the tour are Cincinnati, Dayton, Columbus, Akron and Cleveland to see the Rock N Roll Hall of Fame.
The agency also helped TourismOhio facilitate a partnership with Midwest Living magazine, which includes an 8-12 page feature story, a 12-page insert featuring additional road trip worthy destinations in Ohio and online promotion in the 2019 July/August issue of Midwest Living.
TourismOhio’s 2019 media buy is an $8 million plan in 17 markets in Ohio and bordering states across broadcast, connected TV, digital and paid social, print, influencer, out of home and articles featuring the MWL road rally and the state’s road trips.
The road rally was a strategic decision based on research around growing consumer interest in road trips, and that road trips generate overnight stays, a top goal for TourismOhio.
All media efforts will drive travellers to http://roadtrips.ohio.org/trips, which was created and developed by customer activation agency, Scoppechio, in order to promote the experience and inspire road trips throughout the state.
While Scoppechio is responsible for the creative, Marcus Thomas took a leadership role in recommending the type of ads best suited to promote the road trips.
Road trip themes were selected based on what travellers enjoy most about Ohio and what they look to experience. One theme, ‘To The Moon and Back’, was developed in celebration of the 50th anniversary of Neil Armstrong’s first walk on the moon. The trail highlights Ohio’s leadership in U.S. air and space travel.
There will be 6 – 8 more road trips throughout the rest of the year to round out the offering.
Source: Marcus Thomas