OKLAHOMA CITY – Google Inc. has released the results of a month-long digital marketing case study in conjunction with the Oklahoma Tourism and Recreation Department. TravelOK.com, Oklahoma’s official state tourism website, used Google’s YouTube TrueView advertisements in conjunction with the department’s traditional 2013 spring media campaign entitled “Come See for Yourself.” 

"The Oklahoma Tourism and Recreation Department is focused on financial expediency and advertising effectiveness,” said Cabinet Secretary & OTRD Executive Director Deby Snodgrass. “TrueView was an excellent way to achieve both objectives. The results far exceeded our expectations.  Undoubtedly, TrueView will remain part of our media mix going forward."

The goals of the study were to evaluate TrueView’s opportunity to drive economic impact for Oklahoma, identify the optimal advertising media mix and increase website visitation and pages viewed per visitor. OTRD allocated a portion of its annual media campaign budget to incorporate YouTube TrueView advertisements in select markets. 

TrueView catapulted TravelOK.com into the number one spot among state tourism department websites based on visitation during the month the campaign was live. The ranking put Oklahoma ahead of several states like Hawaii, whose annual travel promotion budget is $83 million – eight times what Oklahoma spends on all advertising and promotion each year.

“TruView is a marketing tool that enables Oklahoma tourism promotion to show travelers who were previously beyond our reach, the state’s authentic wonders, natural beauty and cultural diversity,” said Travel Promotion Director Dick Dutton. “The project was resounding success and will have a major impact on our planning as we move forward into the expanding digital age.”  

Full results highlighting the success of the program are available at TravelOK.com/industry.