Travel

GB’s work for Travel Portland is focused on driving meeting planners to choose Portland as their next event’s destination. Meeting planners want easy access to quick facts to speed their decision—meetings are complex and technical. They also need to feel their attendees will have a great time once the meetings are over—and presenting a lively city is key.

Approach

How do you sell Portland to the world? You show the world a snapshot of everything that goes on in our city, every second, of every day. We re not known for one thing; we re remembered for a hundred things: the food, the sights, the activities, the no sales tax. and on and on.

We produced an anthemic video for national use that highlights Portland for large scale sales meetings. A library of more segmented videos and an online ad program complements our main message, and drives visits to TravelPortland.com .

The unique Portland experience comes alive at all-important trade shows too, with a lively, colorful booth featuring a working food cart, delicious treats, and walls of Portland s iconic city imagery—voted Best in Show, btw.

Results

Response from meeting planners at trade shows and on the site’s redesign was effusive. Totally reflective of how Portland would do it, on our booth; “Easier to use, intuitive, clean and inviting,” on a redesigned website experience.

In addition to increasing site visits, our goals were to prompt three main actions on the site: 1) visit the contact us page; 2) submit an RFP; and 3) sign up for the e-newsletter. Since launching in March, there were a total of 5,064 measured website actions toward our goal.

TAGS

digital marketing, trade show, video