Tourism is the largest single economic driver in Bend, Oregon, generating more than $500 million annually. Visit Bend in Bend, OR, is tasked with enticing visitors to the region, focused on two audiences: “adventurers,” seeking outdoor experiences such as white-water rafting, mountain biking and hiking; and “experience seekers,” families looking for opportunities to reconnect through activities like museum visits, concerts and nights “on the town.”
Visit Bend created two messages and worked with Comcast Spotlight to reach their two target audiences, engaging with “adventurers” on networks like Discovery, NBC Sports Network, ESPN, Comedy Central, TNT and FX, and with “experience seekers” on Food Network, HGTV, USA, Travel Channel and Oxygen. Expanding its reach, Visit Bend took advantage of Comcast Spotlight’s I+ platform to reach both Comcast and DIRECTV customers. That targeted television advertising was supported with pre-roll video and banner advertising on Xfinity.com. Ads linked directly to the agency’s website and promoted a custom-created online sweepstakes.
- Set a new monthly record for website visits: 108,000 unique visitors (40,000 above average).
- Year-over-year unique website visits increased 37%.
- Xfinity.com was third-highest referring site to VisitBend.com.
- Room tax collections and lodging occupancy set new records.