New Features for 2020 Winter Video Marketing Co-op
The Oregon Coast Visitors Association (OCVA) is excited to announce plans for its Winter 2020 Co-op video program. This year the organization is working with Uncage the Soul Video Production and KATU TV. The program will offer participants access to high quality videos showcasing the unique beauty of the Coast and exposure to nearly 2 million adult viewers for each 15-second, winter-themed video. KATU reaches more than 80 percent of the Portland market in a given week and is watched by more households with annual incomes above $100,000 than any other station in the metro region.
The in-state campaign is aimed at leisure travelers between the ages of 25 and 64 in the Portland Metro region and around the state. The out-of-state campaign targets online viewers in households in Seattle and Northern California.
“The goal is to make these markets accessible to small and medium-sized businesses on the Coast. The co-op gives them access to audiences they can’t reach on their own,” says OCVA Executive Director Marcus Hinz.
This year’s co-op includes two distinct new features; a customized overlay graphic featured throughout the entire 15-second video and an end tag (which will both provide visibility for participating destinations) as well as the option to incorporate a 60-second in-content mention during AM Northwest, Portland’s favorite local talk show.
More than a dozen videos have been created to feature the best that Coast winters have to offer, including beautiful lighthouses, teeming tidepools and dramatic natural scenery. This year’s collection includes four new video themes: tide pooling, lighthouses, working waterfronts and van life.
“The broader goal is to change travelers’ behavior and get them to come to the Coast in winter,” Hinz says. “Everyone can conjure an image of a beautiful summer day on the Oregon Coast, but people don’t have an image of the Oregon Coast in winter. There are more things to do on the Coast in winter than travelers expect.”
For the in-state program, a $5,000 investment option with a $13,000 estimated value includes the Portland television schedule and state-wide coverage with a targeted video pre-roll. A $2,500 option with an estimated value of $9,000 includes only the Portland television schedule. The out-of-state program — targeted digital video pre-roll costs $2,500 with a target of 85,000 impressions.
For more information about the 2020 Winter co-op campaign, visit the webpage.