“Welcome to the weekend.” It’s a phrase that inspires feelings of relaxation, fun, and the freedom to do what you want to do, when you want to do it. It’s also a phrase that’s stimulating tourism revenue for Omaha.
The Omaha Convention and Visitors Bureau’s Welcome to the Weekend advertising campaign promotes Omaha as a Midwest destination for memorable weekends and plays up our strength as a quick getaway for people living in cities such as Kansas City, Des Moines, and Sioux Falls. The campaign is different from your typical tourism advertising, focusing on building an emotional connection with the audience by capturing authentic visitor experiences on video. The commercials aired regionally from late April through early October, on network and cable television, in movie theaters and online on websites such as Hulu, TripAdvisor, and VacationFun.com. In addition, the Omaha CVB partnered with Radio Disney to promote Omaha during Disney-produced community events in Kansas City and also purchased regional radio advertising to promote its Welcome to the Weekend savings card.
Since advertising began, VisitOmaha.com, the city’s tourism website, has seen a 46 percent increase in website visits from the regional markets targeted by advertising. The VisitOmaha social media audience has grown 20 percent to more than 94,000, and more than 6,000 people from 48 states have requested the Welcome to the Weekend savings card.
What’s really exciting to see is since the beginning of the year, there have been more than 35,000 additional weekend hotel room nights booked in Douglas County over last year. Multiply those additional room nights by the average dollar amount a traveler spends in Omaha and it comes to, conservatively speaking, an additional $4.8 million spent in our city. Investing in promoting our city is paying off, and that’s welcome news any day of the week.
Questions or comments? E-mail us at firstname.lastname@example.org.
Dana Markel is Executive Director of Omaha Convention & Visitors Bureau.