case studies

POVA Cheetah Campaign

POVA Cheetah Campaign Light-download

A non-profit destination marketing organization with a membership of more than 1,000 local businesses, Portland Oregon Visitors Association promotes Portland as a preferred travel destination. YRG supports POVA’s meetings and conventions marketing.

challenge
  • Limited budget with much to do. Needed to build Portland’s brand image as a quirky, fun, and professional meeting site option, while motivating meeting planners to engage with POVA immediately.
  • Initiate inquiries that get a dialog started.
  • Ensure the program could be precisely measured and analyzed.
solution
  • Sacrifice ad frequency for impact: a dominating four-page insert running three times in key industry books.
  • Teaser concept with offers coaxed readers online.
  • Animated landing page with a playful, fact-filled story about Portland.
  • Gift certificate emailed for a site visit with contact info submission;a major incentive encouraged RFP submission.
result
  • Direct mail: 1.8% response rate, for vertical markets’ campaign. Of submitted RFPs, 28% converted to warm or hot leads.
  • Web: 546 visits to the landing pages — 138 took action, a 25.5% conversion. Yielded 47 RFPs and 91 leads.
  • Ad/Insert: 68% recalled seeing the ad (issue average: 45%) – 7th out of 50 ads. 54% recalled reading the ad (issue average: 28%) – 4th out of 50 ads.

"What we call the "print-to-online" Cheetah campaign was not only an engaging presentation of Portland's unique value as a meeting destination; it was a classic demonstration of an integrated awareness and lead-generation that created buzz and built our prospect database."

- Marketing Director, Portland Oregon Visitors Association