Innovative Radio

Client: Sonoma County Tourism Bureau

Campaign: Postcards From Sonoma Country, year 4

Challenge:

The assignment was to take the base elements of the very successful ‘Postcard’ program and using the RadioActive platform, spotlight the chefs, growers and entertainers that have made Sonoma Country their home.

Solution:

The SCTB chose 6 Chefs, Winemakers, Entertainers. Innovative created and produced:

• 6 Interviews with travel personality Mike Cleary
• 6 Radio vignettes
• 6 Long form audio podcasts
• 6 On-site videos from SCTB video of same personalities
• On-line streaming
• Sweepstakes
• Custom, station-specific pre-roll video
• Creation of :50-second 300×250 VideoAd Xspots from SCTB video footage
•  Xspot distribution:
• Radio station 300×250 above-the-fold ad position
• DiningAround.com 300×250 player
• PostcardsFromSonoma.com site
• Video sharing sites & search engines (Google, Yahoo, MSN, more)
•  Created special pages on www.diningaround.com and hosted all 6
   SCTB-provided videos

Return On Objective:

Campaign Reached:

• 2.9 Million 25-64 year old adults in S.F. & Sacramento
• .54% CTR on display ads
• 63% play through of VideoAds
• .93% VideoAd CTR
• 19.7% VideoAd interactions
• .55% CTR on newsletter inclusions
• .5% CTR on pre-rolls
• World-wide distribution of VideoAds

Additional 6,000 opt-in database