This past June I wrote about the completion of a video-development campaign that Oregon’s North Coast was working on. At the time, it represented a new asset for the now three-year-old coalition. Now, four months later, it’s this inspiring new set of videos that will be the basis of our joint advertising effort beginning this month through next April.
In lieu of a spring advertising effort earlier this year, which the coalition (represented by the Astoria-Warrenton Chamber of Commerce, Seaside Visitors Bureau and Cannon Beach Chamber of Commerce) had developed the previous two springs, we used a portion of our annual funding toward the creation of three themed videos. The Astoria-Warrenton focused video has an adventure theme, Seaside’s has a family focus and Cannon Beach’s is centered on romance and relaxation.
The beauty of the videos is that they showcase how those themes can be played out by visitors no matter which part of the North Coast you visit (you’ll see scenes from each community no matter which video you watch. If you haven’t checked them out, I encourage you to do so now by visiting SeasideOR.com and clicking on the image with the “play” button near the top of the page.
While I mentioned that funding prohibited the creation of both video and a spring media buy, we did successfully post them on our social channels and pushed them as far as we could organically. But recognizing that we had a strong asset in a popular video platform, we wanted to earmark our dollars toward getting more eyeballs on these videos this fall and into next spring. Enter the editing machine.
The 45-second videos are great for a YouTube channel or within other social news feeds, but advertising spots are usually sold in 15 or 30-second increments. And now, after a little bit of editing, our revised 15-second videos will be distributed to targeted web audiences that include an equal mix of spots to those living in Portland (55 percent), Seattle (35 percent) and Vancouver, British Columbia (10 percent).
If you watch KGW, you may also see a 10-second spot that supports the digital advertising. Advertising will run this month and November, take a break in December and then resume in January, February and April (we skip March because of spring break). Our focus since we started this coalition has been on advertising during the shoulder seasons and this schedule assures we’ll continue to do just that.
Other notes and data from the tourism and convention industry: As of this writing, it’s still too early to see how bed tax for the quarter ending September 2014 will end up. But if the economic impact generated by the Seaside Civic and Convention Center is an indicator, it could set a new benchmark for the city of Seaside. For just the third month in five years (dating back to January 2010), convention center events contributed more than $7 million to the local economy in September. We’ve also surpassed an economic impact level of more than $34.3 million for the year. In the past five years, that total has never been higher than $31.8 million over the same January to September time period.
Have a thought or question about tourism in Seaside or maybe an idea for a future column? Drop me an email at firstname.lastname@example.org
Jon Rahl is the director of the Seaside Visitors Bureau and assistant general manager of the Seaside Civic & Convention Center.