Innovative Radio

Client:  Yosemite/Mariposa County Tourism Bureau

Campaign: Mariposa Minutes

Challenge:

• Rock slide closes main route to Yosemite Valley through Mariposa County
• Yosemite/Mariposa County Tourism Bureau is formed
• Yosemite visitation had been declining for 11 years
• Overnight visits from the SF Bay Area declined 12.5% in the past year (pre-rock slide)

Solution:

In conjunction with Poimiroo & Partners:

• Created a series of ‘Mariposa Minutes’ radio vignettes
• Utilized the interactivity of a content rich and user friendly SuperBlog (created by Poimiroo & Partners) to provide up to date posts, cooperative partner stories and links, special offers, etc.
• Created all display artwork & video production
• Drove listeners to the blog site through multiple ‘touch-points’ – including on-air and interactive platforms
• RadioActive platform included website display ads, video gateway pre-rolls, opt-in email blasts, video site distribution and optimization and more
• Developed and deployed a CRM program to capture database names and provide connection with listeners

Return On Objective:

• 50 Vignettes
• Tens of millions of on-air impressions
• Millions of online impressions
• SuperBlog with over 100 posts
• 36 participating lodging partners
• Display ad creation & placement
• Podcasts/Vidcasts
• Sweepstakes
• Over 30,000 ‘Double’ Opt-ins
• 48% follow-up open rate
• Visits to www.yosemitemariposa.com:
• 106,935 visits
• 300,809 page views
• 2.81 pages/visit
• Tourism increased dramatically during campaign – an 8% increase from the Bay Area
• Innovative radio stations showed a 33% increase in visitation during the promotional period
• Increase of over 50,000 heads in beds
• Y/MCTB website jumped on Google by 227%
• Hotel sales grew by over $7 million (first campaign)

The National Park Service reported a 250,000 visitor increase at Yosemite, reversing an 11-year decline