Our television ads are the most visual storytelling piece of our comprehensive marketing plan during the year. Travel is a visual experience, and our TV ads were created to give potential visitors a sampling of many of the great attractions and experiences available in the area. Our goal for TV ads is for as many people as possible to see the ads (impressions) to generate interest in Lake County. This is done through great visuals which tell the story of the area being a fun, welcoming place for all people and all demographics, from families to people of all ages and backgrounds. Lake County is a welcoming place to all visitors, and we showed this by including many different demographics of people in the television ad itself.
We have a 30-second ad that appeals to any audience, and we’ve taken elements of that ad to create two different 15-second ads. One 15-second ad highlights our Grand River Wine region and is served to food and wine audiences, and the other 15-second ad promotes several of our main attractions which is served to an audience who is interested in outdoor activities and events as well as to families. The TV ads we run encourage potential visitors to visit our website and plan their trip, which is done both audibly and visibly at the end of each ad.
While this campaign is ongoing, the initial results have been extremely positive. We’ve run these ads on YouTube pre-roll (via the Tourism Ohio co-op), as pre-roll on embedded videos on various websites through our digital marketing partner, Quantcast, on regional television on WJW Fox 8 Cleveland and WKYC Channel 3, via over-the-top (OTT) television through Tegna (shown on numerous streaming services) and finally through a geotargeted, remarketing OTT campaign to people who had visited wineries in Michigan in the past.
Results snapshot – website visits via clicks through TV ads run online:
Tourism Ohio YouTube Pre-Roll
2.1 million impressions – 300 clicks
Video Pre-Roll (embedded video) 788,441 impressions – 601 clicks
Video Pre-Roll – attractions focus (embedded video)
439,930 impressions – 1372 clicks and 137 attributed clicks
Video Pre-Roll – food/beer/wine focus (embedded video)
439,138 impressions – 1605 clicks and 515 attributed clicks
*WJW Fox 8 and WKYC Channel 3 numbers have not been provided ye