Get Full Government Meeting Transcripts, Videos, & Alerts Forever!
Get email alerts on the Tourism Marketing topic
No spam. Unsubscribe anytime.
Experience Roseburg reports digital growth, plans murals and website refresh
Summary
Anvil Northwest Creative Director Camp Campman told the EDC that the "Choose Your Next Adventure" campaign produced strong digital engagement in 2024 and that Experience Roseburg will add murals, refresh its website and explore new hotel-based tracking to better measure visitors.
Camp Campman, creative director at Anvil Northwest, presented Experience Roseburg's end-of-year digital marketing review and plans to the Economic Development Commission on Jan. 23.
Campman said the third and final installment of the "Choose Your Next Adventure" campaign, which highlighted downtown as a place for a night out, performed strongly across platforms. He reported that one campaign video posted to streaming platforms had a 75 percent completion rate on Hulu and that other Experience Roseburg videos logged tens of thousands of views. "Adventure awaits. The choice is yours," Campman said, summarizing the campaign slogan.
Campman told commissioners the office has shifted toward a unified, cross-platform campaign strategy rather than many small, separate pushes. He presented channel metrics: Facebook followers grew roughly 30 percent in the past year to about 7,400 followers and more than 1.5 million impressions for the year; Instagram followers grew about 35 percent to 6,200 followers with roughly 700,000 impressions; YouTube watch time increased substantially with thousands of hours of total watch time and notable outside-region viewership.
Looking ahead, Campman said Experience Roseburg plans to add two murals to downtown this summer to complete a walking-tour mural loop, and to relaunch the ExperienceRoseburg website with refreshed design and improved functionality (target launch: June). He also described a proposal to work with local hotels to place a short video or QR-enabled prompt on in-room TV channels so guests can indicate whether their visit is business- or leisure-related; Campman said that would create a more direct measure of marketing impact.
Campman said staff will present web and campaign mockups to the commission when they are available. Commissioners praised the change in marketing approach and asked about links between digital metrics and lodging/visitor spending; Campman said that while direct attribution remains difficult, Experience Roseburg uses tools such as DataFi to analyze visitor patterns and credit-card or device-location trends in geofenced tourism corridors.
Commissioners thanked Campman for the presentation and indicated support for continued coordination between Experience Roseburg, lodging partners and the commission.
