033B-522569-10-OKC

TravelOK Personas Video Campaign

Oklahoma Tourism and Recreation aimed to position the state as a must-see destination amid rising travel demand in FY24.

The campaign highlighted five traveler personas—Urban Explorers, Family Memory Makers, Western Historians, Adventure Seekers and Route 66 enthusiasts based on data-driven insights into what motivates travelers.

Creative assets embraced a collage-like approach, weaving together experiences that resonated with each persona. From urban adventures and family memories to historic journeys along Route 66, travelers could see the side of Oklahoma that matched their passions, creating unforgettable moments and meaningful connections with the state.

The campaign leveraged various tactics—including programmatic video, TrueView, social media, programmatic display, and Performance Max to inspire travel, increase park bookings, and drive visitation across both in-state and out-of-state drive markets. By connecting travelers with experiences tailored to their interests, the campaign transformed Oklahoma from a location on the map into a destination with personal significance for every visitor.