Mossy rainforests, Instagram-worthy beaches and the Twilight-famous community of Forks—the Olympic Peninsula has much to offer. Tourism industry partners were eager to feature them all to lure more visitors, especially during the off season. But the website wasn’t helping. It was out of date and lacked a strategy. The Olympic Peninsula Visitor Bureau, a partner of the Olympic Peninsula Tourism Commission, wanted a refreshed brand, a strategy and a new website that would earn the support of members across the diverse region.
JayRay updated the brand with a bold new logo and brand platform. We crafted a strategy leveraging eye-catching scenic assets that appealed to both the fly and drive markets. Next, we imagined the website using a photo-centric design. A variety of stakeholders weighed in to ensure we were thinking through every hotspot and keeping the user experience forefront. Once the website was live, we focused on increasing visits and awareness. Our digital strategy led the way with “The Road Trip is Back” contest (with a VW van excursion along the coast as the prize) and digital ads to drive bookings.
Website visits soared 70% in just the first month and nearby fly markets responded with a record number of contest entries. Inspiring road trip footage from our partnership with a macro-influencer connected us to a new audience of 240,000 travel enthusiasts. The new logo and road trip contest also garnered celebration-worthy media attention. Potential visitors responded with a 126% increase in Travel Planner page visits in first six months of launch.