NBC Olympics Online Campaign
Tourism BC recently partnered with NBC during the Beijing 2008 Olympic Games for an online campaign on NBColympics.com, aimed at generating interest in BC as the next host destination. The message to Olympic fans everywhere was – the 2010 Olympic Games are closer than you think. Through the use of video, images and interesting facts about BC, the campaign exposed online visitors to information about the Vancouver 2010 Winter Games and introduced those unfamiliar with BC, to the next host province.
A section of the website titled The Road to 2010 incorporated a variety of 2010 Olympic Winter Games facts and figures, highlighted up and coming Canadian athletes, listed top ten experiences in BC, and took a closer look at Vancouver.
This section also included scenic video footage of Vancouver and BC with aerial shots of snow-capped mountains, flowing rivers, and Vancouver’s skyline, showcasing the impressive views and variety of activities available to travelers. Results showed more than 21,000 visitors viewed 244 hours of this video footage on The Road to 2010 section of NBCOlympics.com.
Online display ads that appeared on the homepage and throughout the website reinforced key messages of the campaign and when clicked on, took viewers to a contest landing page where they could enter to win a 2010 Olympic Winter Games ticket package for two.
To cater to a wide range of users, the campaign included a mobile component with banners and text ads placed on the mobile version of NBCOlympics.com. The messaging was consistent with the overall campaign and encouraged users to enter the online contest. The mobile ads delivered the highest volume of contest entries, proving to be a strong tactic within the overall campaign
Results from the online campaign revealed that there were nearly 240,000 page views of BC content on The Road to 2010 section during the three week campaign, indicating viewers engaged with online ads and clicked through for more information. With 96,000 visits made to the contest entry page and just over 16,000 people entering the online contest, this campaign allowed for an insightful look into a relatively new market of Olympic enthusiasts. Tourism BC is looking forward to applying the knowledge and information captured from this online campaign to future Olympic endevors.
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