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09/23/25 Item 5.D. <br />Y GOALS/IMPLEMENTATION <br />Visit Indian River County decided to develop and implement our <br />THIS IS campaign by accomplishing the following primary goals: <br />Strategic Planning & Research -Driven Approach: :. <br />We began by identifying a high value audience: discerning ' `. <br />travelers seeking authenticity, tranquility, and cultural depth. <br />Extensive visitor data, seasonal trend analysis, and stakeholder <br />input guided the campaign's tone and message. The goal: to'� <br />emotionally engage and inspire travel to Indian River County - <br />through storytelling that felt both aspirational and grounded. <br />Creative Execution & Visual Storytelli <br />ng. <br />Working with top -tier production professionals, we created a <br />cinematic narrative centered on personal discovery. Using <br />drone footage, dynamic camerawork, and intimate human <br />moments, we highlighted our beaches, waterways, cultural <br />venues, and small-town charm. The "THIS IS" framing served <br />as a powerful, declarative invitation, showcasing what sets us <br />apart and who we are as a community. <br />s <br />RESULTS <br />v <br />R From Nov 2024 to May 2025, the Mobile mattered: 83% of all responses <br />Premion OTT campaign delivered came via mobile devices, showing the <br />912,441 impressions and a Video importance of mobile -optimized <br />Completion Rate (VCR) of 98.77%. content, which we did in our 9x16 <br />Viewers spent over 7,510 hours with version of this commercial. <br />our content. The Feb. 2025 CoxNext <br />OTT effort reached 170,000 unique <br />viewers and over 300,000 views with This campaign reflects Indian River <br />an 89% VCR. Our 15 -second ad hit a County's innovative marketing strategy. <br />91% VCR on 70% of impressions. High video engagement, targeted reach, <br />These high VCRs show a strong strong conversions, and cost efficiency <br />audience connection. show how we leveraged digital tools to <br />OTT impressions were highest in attract and convert potential visitors. <br />Washington, D.C. (304,188), Orlando The results guide future planning and <br />(304,109), and Hartford/New Haven set a benchmark for destination <br />(251,583). These areas showed marketing success. <br />strong reach and engagement. <br />