Mobile plays key role in Visit Orlando marketing campaign
April 28, 2011
Mobile takes center stage in attracting visitors to Orlando
The convention and visitor’s bureau is promoting the chance to win a free trip for four to the city. Once entered in the contest, consumers can opt-in to receive ongoing promotions and information about Orlando as a travel destination.
“The strategy with this campaign is twofold,” said Eric Harber, president and chief operating officer of Hipcricket, Kirkland, WA. “First, Visit Orlando will be introduced or reintroduced to potential visitors.
“Second, the organization is building a loyalty club of opted-in consumers,” he said. “This allows Visit Orlando to interact with these people on an ongoing basis and offer them promotions, deals and suggestions of fun things they can do while visiting Orlando.”
Hipcricket is a mobile marketing service provider and Visit Orlando is using the company’s HIP 7.0 platform and mobile advertising network for the campaign.
Hipcricket developed the campaign with Visit Orlando’s digital agency Southwest Media Group.
Visit Orlando is a sales and marketing organization for the Orlando and Orange County area. It represents more than 1,450 private businesses that make up the area's tourism industry.
Learning about Orlando, let us count the ways
The contest is currently being promoted through a number of channels, including SMS and banner and in-app ads on several different media properties.
An SMS mobile call to action is also being included in radio spots, on VisitOrlando.com and on a billboard in New York’s Times Square.
With the call to action, consumers are being asked to text a keyword to a shortcode in order to be entered in the contest.
Although the contest kicked off this month, results regarding the number of people texting in have not yet been disclosed.
Hipcricket did say that Visit Orlando has been able to build a mobile database of opted-in consumers for future marketing initiatives.
Building a mobile database is a key component of a mobile marketing strategy and allows for continued consumer interest long after the initial promotion has ended.
Businesses are also able to maintain a voice and command attention in a competitive industry.
“An opted-in consumer has raised his or her hand and is open to ongoing engagement,” Mr. Harber said. “For Visit Orlando, this keeps the entity top of mind and builds loyalty via offers and information that consumers' desire.”
Final take
Mackenzie Allison is associate reporter on Mobile Marketer