‘Catch a Ride’ campaign delivered

Continued from Page 18 pany will use tactics such as “day in the life” shoots to show how people live in Ocean City, as well as existing content to market the campaign on social and digital platforms.

And if the efforts have feedback similar to the “Catch a Ride” campaign implemented to showcase the brand and attract visitors this summer, it will be considered a success.

Lauren Murray, BVK’s director of brand experience and activation, said the campaign that launched in early May with the unveiling of a VW bus and plans for pop-up footprints in three feeder cities was a huge hit.

The marketing efforts, which included advertising the campaign on social media and at the pop-up events in Baltimore, Philadelphia and D.C., garnered more than 279 million impressions and 60,000 engagements.

Altogether, 4,710 entries were collected for chances to win free night stays with use of a the old-time bus concierge, and other road trip-style prizes. Of those, there were 2,685 opt-ins, or respondents who wanted to stay engaged.

Murray said while the numbers may seem nominal at just a few thousand, the roughly 20 percent of entries that resulted in opt-in engagements showed that the campaign was working.

“It tells us we’re onto something,” she said.

Murray also reported “positive sta-

Winterfest upgrades on horizon

Continued from Page 16

He said staff are also looking into grants to help fund some other new elements, which aim to put Ocean City in the running for competition with other regional events, such as Schellville in Rehoboth Beach.

“We need to make this citywide,” Perlozzo said. “Turn Ocean City into a Christmas town this winter. So, we’ll do our best.” tistics” for the number of media impressions, event interactions, and more to the campaign and accompanying logo and tagline.

Leading up to Winterfest, the city is also gearing up for OC Bike Fest Sept. 13-17, OC AdventureFest Sept.

22-24, Oceans Calling Festival Sept.

29-Oct. 1, Endless Summer Cruisin’ Oct. 5-8, the inaugural Bronco Beach Bash Oct. 14 and 15, Sunfest Oct. 1922, and Ocean City Running Festival Oct. 28.

And despite some online backlash against the blue and yellow winky smiley face, city officials said that the overall feedback has not been bad.

Councilman Will Savage, who sits on the Tourism Commission, said he has seen the logos everywhere during the summer and thinks they look good and have had a big impact.

Jessica Waters, the city’s director of marketing and public relations, said the smiley face appeals to people who are not from Ocean City, especially children.

Susan Jones, the executive director of the Hotel-Motel-Restaurant Association, said staff in her office have fielded first-time callers from places up north such as Vermont and Rhode Island. She said her members have not had many visitors from those areas previously, and believes that the marketing campaign helped spread the word about Ocean City.

Tom Perlozzo, the city’s director of tourism and business development, said the examples are indication that the brand and logo are “catching on” and he looks forward to presenting marketing plans for the fall.