Case Study – Walking on Sunshine

  • Walking on Sunshine 1
  • Walking on Sunshine 2
  • Walking on Sunshine 3
  • Walking on Sunshine 4
  • Walking on Sunshine 5
  • Walking on Sunshine 5

Objective:

Increase relevant web traffic and SEO through Facebook posts, contests and Twitter posts. Redefine Anaheim/Orange County as THE sunny central Southern California destination of choice.

Challenge:

Anaheim/Orange County California, known primarily for its beaches and Disneyland, possesses several unique offerings, quaint towns and hidden gems of which business and leisure travelers are unaware.

Situation:

The production of the Walking on Sunshine video featured 25 Orange County sites and provided an opportunity to ‘refresh’ destination marketing for Anaheim/Orange County. The sunshine theme created, as well as the usage of the song, “Walking on Sunshine” created a new engaging and welcoming image and provided a platform to reintroduce and embrace the Southern California culture.

Target Audience:

Domestic and international consumers, prospective travelers, business travelers, meeting planners, travel professionals, travel agents, trade and consumer media, AOCVCB membership and local community.

Goals:

  • Increase Brand Awareness – Update and create new web and social media content to enhance the public’s perception of the brand/destination.
  • Reputation Management – To positively influence the way potential and existing customers/audiences perceive Anaheim and OC.
  • Increase Relevant Visitor Traffic – Through e-newsletters, Facebook posts, contests, Twitter posts on engaging and relevant visitor insights, updates and deals.

Research /Planning:

More than 60% of visitors come to Anaheim to experience Disneyland. Retell the Anaheim/Orange County story and update the destination’s appeal to a wider audience using images and phrases that depict the SoCal lifestyle where possibilities are endless.

Tactics:

  • Launch Walking on Sunshine video on YouTube and through other social media channels and incorporate into sales and promotions.
  • Extensive press release and media outreach.
  • Dedicated advertising with MLB, All-Star program, Orange County Business Journal, City of Anaheim magazine, House ads in Anaheim/Orange County Visitor Guide, Google and Facebook.
  • Walking on Sunshine video posted on
    • California Travel and Tourism Commission website
    • Anaheim VCB website
    • Local visitor bureaus’ websites
    • Angels Stadium’s jumbotron during Freeway Series vs. L.A. Dodgers viewed by 45,000 fans
    • Daily continuous loop at John Wayne Airport’s concierge desk
    • Partner websites, hotel channels and convention micro sites
  • Walking on Sunshine video was included in all electronic press kits and at annual destination outlook meeting.
  • Promoted destination video to 40 media contacts in Australia and New Zealand (media visits and functions), UK/Germany promotions (CTTC) and Canadian and Mexican press tours.
  • USB giveaway with Walking on Sunshine video given to all tourism, media and convention clients.

Results

  • Garnered 25,000+ views the first year
  • Press about the video appeared in nation’s publications
  • Articles about Walking on Sunshine appeared on several websites
  • Walking on Sunshine destination video featured in more than 20 blogs
  • Showed more than 50% spike in visitor traffic on the website on the day of and after the video launch
Project Details
  • Location : Anaheim/Orange County