McCurtain County Tourism Authority: Offseason Tourism Campaign
McCurtain County, Oklahoma (Broken Bow, Idabel, Beavers Bend State Park, and the Kiamichi National Forest) drew visitors in spring and summer. The challenge was to bring visitors during the offseason months of October through February.
Campaign period
The 2007–08 offseason, after one season of marketing. Public relations coverage was tracked from July through December 2007.
Audience
Active families living in affluent suburbs. Media placement moved from rural East Texas to the greater Dallas / Fort Worth area.
Repositioning
- Existing perception: McCurtain County was for men who like to camp out, fish, and enjoy the outdoors.
- New position: an escape for the entire family, more appealing to women and families, with new luxury cabins and indoor and outdoor activities for every family member.
- Messaging featured a family vacation, a place for women, and a hidden paradise close to home.
Media changes
- Shifted media dollars away from a heavy print presence toward broadcast (radio and TV) and public relations.
- Shifted placement from rural East Texas to the greater Dallas / Fort Worth market.
Results
After one season of marketing, county tax revenues grew more than 30% in the offseason months.
| Month | 2006–07 | 2007–08 |
|---|---|---|
| October | $8,778 | $19,679 |
| December | $13,544 | $18,909 |
Public relations work from July through December 2007 produced $177,610 in documented media coverage value, including the Dallas Morning News, OKC Business Journal, McKinney Woman Magazine, Dallas Observer, Woman’s Day online, and five FOX 25 Oklahoma City TV segments.
Result: Offseason tax revenues up more than 30% after one season, and $177,610 in documented media coverage.
Source: McCurtain County Tourism Authority case study (original PDF)