The awareness campaign was an Out-of-home campaign combined with digital PR, online advertising & social media. Here the message was tailored per channel and kpi per phase according to the Google model: see, think, do, care model. The PR guerrilla campaign created exposure and buzz in a week through out-of-home means, online/offline publications and social media.

Purposes:

1. Awareness among residents of Overijssel for Visit Oost as the orientation site for outings in their own area.

2. Activate residents to discover other parts of Overijssel than just their own region.

3. Indirect: Support among stakeholders for Visit Oost.

Overijssel enriches you' spring campaign

Kpi's Total reach:

4,000,000 (online/social media + physical/out of home)

1,800,000 potential reach regional press/media titles/stakeholdergroups

To show that Overijssel enriches, also for residents, VisitOost launched an outdoor, and online campaign in April. Overijssel is a work of art that belongs in a museum, hence our mini museum in a bus shelter in Zwolle. In addition, three motorway masts were deployed to get the message across. This with a potential reach of more than one million. 200 bus shelters gave colour to bus shelters in Overijssel for a week. This with a potential reach of more than 2.5 million. To add a follow-up, online campaigning was also carried out. This campaign had a reach of 532,965 with a CTR of 0.26%. All in all, Overijssel was highly visible in the province and online.