Visit McMinnville
Visit McMinnville is the official tourism organization for McMinnville, Oregon, which exists to promote the surrounding area as a year-round premier visitor destination with its diverse offerings, including farm-to-table dining, shopping, wine tasting, vibrant arts and culture and lodging experiences.
The Results
29+ Million
Campaigns across all platforms generated a staggering 29+ million impressions, vastly boosting the visibility of McMinnville and surrounding wine country and introduction to a broader, net new audience
238k+
The campaigns drove 238,739 engaged site sessions from paid social platforms and Google Ads combined, highlighting a strong level of user interaction and interest in McMinnville
8.34% CTR
Demonstrating exceptional engagement, all campaigns maintained CTRs well above industry standards, with Google Ads impressively achieving an 8.34% CTR against a 3% industry benchmark
The Challenge
To achieve their goal of increasing website traffic and driving major awareness and visibility of McMinnville and its environs, Visit McMinnville partnered with Avenue to amplify their digital marketing efforts and drive major interest in McMinnville as a tourism hub and top wine country destination.
In the shifting post-COVID landscape, Visit McMinnville faced the need for a dynamic, multi-platform strategy that could jumpstart their reach and user traffic. They wanted to:
Maximize visibility and awareness of McMinnville area among targeted audiences
Increase traffic to the Visit McMinnville website
Enhance engagement across digital platforms to bolster tourism interest and booking.
Paid Media Research & Strategy
Developed advertising strategies to maximize reach and engagement through optimized targeting and creative.
Services Implemented
Ongoing Paid Media Management & Reporting
Executed and optimized ad campaigns across Meta, Pinterest, TikTok and Google Ads to ensure efficient spending and maximize ROI, with consistent performance tracking.
CTV and Linear TV Management & Reporting
Executed and optimized ad campaigns across CTV and linear TV to maximize audience reach and engagement.
The Solution
Multi-Channel Campaign Launch
We launched a dynamic, multi-channel paid media campaign for Visit McMinnville, targeted towards their core audience. By utilizing compelling imagery and short-form video content, the campaign aimed to showcase the rich diversity of McMinnville's offerings.
Tailored Creative
Each piece of content was strategically tailored to fit platform-specific characteristics, creating a cohesive and engaging user journey across Hulu, Effectv, Meta, Pinterest, TikTok and Google Ads.
Full Funnel Strategy Execution
Through stacked targeting strategies on streaming platforms and a full-funnel digital advertising approach, the campaign maximized awareness, captured high-intent audiences and drove significant traffic to the site.
This holistic strategy emphasized storytelling and engagement, ensuring the right message reached the right audience at every stage.
Through a revamped, engaging campaign strategy across channels, over 29 million impressions were earned, driving over 238,000 site sessions and a click-through rate of over 8%.
Kitri Culbertson, Visit McMinnville
