This article appears in the Spring 2015 edition of B2B
Remember these lyrics from the popular television show Cheers:
“Making your way in the world today takes everything you’ve got, taking a break from all your worries sure would help a lot. Wouldn’t you like to get away….”
The Omaha Convention and Visitors Bureau took a page out of the old Cheers songbook and created a marketing campaign based on the premise that everyone does like to get away and that a beer just might be an interesting incentive to convince some folks to get away to Omaha.
What helps is that over the last couple of years Omaha’s craft beer scene has really come of age, offering brews that are distinctly Omaha and worth the trip. Visitors can sample some of the best beers they’ll ever taste created by craftsman who have made beer their life and Omaha their home.
The Omaha CVB partnered with eight area craft breweries to offer the Omaha Craft Brew Explorer’s Journal. Since the goal is to attract out-of-town visitors to Omaha, anyone living outside the metro area can request the Journal, which includes coupons for a free beer at each of the participating breweries. The brewery will stamp the Journal and after visiting all locations visitors can stop by the Omaha Visitors Center and pick up a souvenir pint glass to commemorate their beer journey. To promote the campaign, the Omaha CVB purchased regional advertising—it was a short but sweet 12-week campaign that ended in October of 2014. However the requests keep coming and so do the visitors. As of the end of December, close to 4,000 people had requested the Journals, and many have emailed, tweeted, and Facebook’d to tell us how much they enjoyed their experience.
So just a quick thank you to Sam, Woody, Coach, Cliff, and (everybody say it with me) Norm! You were right. Cheers!