Oakland has been the recipient of much negative news over the last few years. Behind all the negativity lies a city in renaissance. A city that boasts one of the country’s most vibrant art communities, a world-class culinary scene, and a wide range of music and entertainment. How do you put a positive spin on all the good things happening in Oakland and make the city a viable visitor destination?
By getting well-known, respected Oakland residents and business leaders to show the consumer their favorite parts of the city. From R&B artist Goapele’s favorite Vietnamese restaurant to Pandora’s Tim Westergren’s favorite art galleries, the integrated campaign “Oakland. To know it is to love it.” gives consumers an insider’s view of Oakland’s diversity.
A robust microsite, online and print ads, radio, e-blasts, social marketing and outdoor successfully repositioned the Oakland brand and generated awareness. All supported by strong analytics: Banner ad total impressions delivered – 7,475,391, clicks delivered – 10,873, total page views – 21,512. Not bad for just the first three months of the city’s first-ever visitor’s campaign.
Microsite Home Page
Microsite Music & Entertainment Page