Plug Into OCVA’s Winter Co-Op Advertising Campaign

Posted by OCVA / October 15, 2018

The Oregon Coast Visitors Association (OCVA) is unveiling a newly revamped “Winter on the Oregon Coast” co-op marketing campaign that promises to bring even more exposure for participating businesses. After working with KGW in 2017 and 2018, OCVA is partnering with KATU this winter season. Advertisements will run during popular shows in Portland, Seattle and Northern California, targeting travelers 25-54 with above-average incomes. The combination of television ad placements promises at least 800,000 more impressions or 80% more exposure for the Portland DMA campaign than in previous years.

“Co-op marketing is the most cost-effective way for small businesses along the Coast to reach potential visitors,” says OCVA executive director, Marcus Hinz. “We’ve negotiated a fantastic package with KATU. We’ve also worked hard to create high-quality imagery and video that features the breathtaking scenery of the Coast while also calling out the specific destinations and properties that buy into the campaign.”

Most small businesses don’t have the resources to create high-quality television ads and pay to place them in target markets. That’s where co-op marketing plays an important role. Co-op marketing, especially when coordinated by an organization with a good branding and marketing strategy, can leverage many smaller investments to have a big impact. The more businesses that join a co-op advertising campaign such as “Winter on the Oregon Coast”, the more affordable it becomes for each individual business.

In addition to airing the television ads during quality programming (KATU is an ABC affiliate), KATU has offered in-kind support by offering OCVA the official sponsorship of KATU’s “Things 2 Do” segment, which airs during Saturday and Sunday morning newscasts, 7-9 a.m, for four weekends in Q4.

By joining the campaign, you’ll receive:

  • Access to nearly a dozen 15-second OCVA-produced videos highlighting numerous Winter Coast experiences, or “themes,” which partners can choose from. Go here to view the videos.
  • Pre-purchased media buy on KATU affiliate television stations in Portland, Seattle and Northern California.

In the two previous winters, the “Winter on the Oregon Coast” each $5,000 campaign reached an average of 1.5 million viewers between January and March and garnered more than 100K impressions on KGW-owned and influenced websites about winter on the Oregon Coast. The total co-op spend was $35,000 and included Travel Lane County, Inn at Spanish Head, Oregon Beach Vacations, City of Brookings, City of Gold Beach, Cannon Beach Chamber of Commerce, and Coos Bay-North Bend VCB which placed 303 TV commercials on the air and 750,497 impressions marketing the Oregon Coast as an amazing winter destination.

 

Sign up today!

Go here to view details about the “2019 Winter on the Oregon Coast” co-op advertising program. To reserve your desired winter theme and buy-in at the $2,500 or $5,000 level, please contact Marcus Hinz at [email protected].

 

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