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Anaheim Uses Analytics, Social For Multichannel Campaign

Visit Anaheim wasted no time in drumming up buzz around tourism in Anaheim as the state’s official reopening looms.
 
The businesses featured in the trade group’s latest video represents just as much range as the distribution of the campaign’s creative with the Anaheim Ducks, Honda Center, Anaheim White House, JW Marriott Anaheim Resort, Pali Wine Co., The Blind Rabbit and others making appearances in the “Calling All Characters” campaign.

 
The goal, a spokesperson for the organization said, is to initially reach visitors from Los Angeles, San Diego, Sacramento and San Francisco before expanding out to Phoenix, Las Vegas and Salt Lake City after the June 15 reopening.

 
The Anaheim destination marketing organization began its campaign with the rollout of a promotional video in various lengths. The DMO also tapped Adara and Sojern for help with predictive analytics on programmatic display buying and advertising.

 
Online travel booking sites such as Expedia, TripAdvisor, Priceline and Kayak were also enlisted for display, native and video advertising.

 
Visit Anaheim, on the social media front, rolled out its campaign to its audience of  over 280,000 with the DMO reporting more than 14,000 video views with video completions totaling over 13,000 (the number of users who watched the video in entirety), the organization said.

 
Social media efforts targeting meetings and conventions professionals on Facebook, Twitter and Instagram have been viewed more than 80,000 times with more than 500,000 impressions, according to Visit Anaheim. 

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