Klü client Visit Spokane faced a challenge at near crisis levels at the beginning of 2020. When the COVID-19 pandemic made it difficult for people to experience life as they did before 2020, many cities’ economies saw significant visitor declines. Although tourism industry data was discouraging, our teams put our heads together to stimulate Spokane-area visitor spending safely.
We encouraged visitors to explore Spokane’s outdoor activities through a campaign called Room to Roam. Our chosen marketing channels included broadcast TV, OTT, traditional out-of-home (transit advertising and billboards), and publication ads. The Klü team also ran targeted display ads on Trip Advisor and travel enthusiast sites. A YouTube campaign guided viewers in the Pacific Northwest on a customer journey through specific Room to Roam landing pages targeted user interests. Finally, the campaign used paid social media on Facebook and Instagram to bring users to activity pages on VisitSpokane.com.
The Room to Roam campaign contributed to $6 million in Spokane County hotel room revenue and received a Destiny Award for Best Integrated Marketing and Messaging Campaign with a budget of between $1M to $5M from The ESTO Awards.
Not just any city can achieve an occupancy rate double Seattle’s and a revenue per room rate higher than Portland’s, but Spokane can.