Oklahoma Tourism and Recreation Department: RoadTripOK

The Oklahoma Tourism and Recreation Department, a governmental department, increased visits to Oklahoma during the COVID-19 pandemic by launching a YouTube video series that promoted socially-distanced activities the state had to offer.

Campaign details

Brand: Oklahoma Tourism and Recreation DepartmentAdvertiser: Oklahoma Tourism and Recreation DepartmentAgency: The VI Marketing and Branding, Retrospec FilmsCountry: US

Background and context

The Oklahoma Tourism and Recreation Department coordinates the agency's marketing and promotions efforts. The division administers programs designed to build awareness of the state as a destination and educates on the economic importance of the Oklahoma travel and tourism industry.

For the Road Trip OK campaign, the department wanted to boost OK tourism, but the COVID pandemic made people hesitant to travel, so they highlighted activities through a socially...

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