On March 24th, 2020 Yellowstone Park closed indefinitely.
The United States second largest National Park (2.2 million acres) had succumb to the wrath of the coronavirus. As the State of Wyoming’s largest tourist attraction and one of the State’s largest employers, the parks closure was felt like a herd of bison stampeding through Lamar Valley.
As the dust began to settle and the magnitude of this closure was felt, the team at the Wyoming Office Tourism (WOT) knew they needed to create a new way to impact and inspire visitors even as they were forced to stay at home. Although travelers could not physically visit Yellowstone Park, WOT recognized an opportunity utilizing their expansive video library and wanted to bring Yellowstone to their visitors from the comfort of their own home. With this, the WOT launched the Spirit of Travel plan, which was put into action to keep the energy of tourism alive in Wyoming and to unite residents.
“We at the Wyoming Office of Tourism believe many travel-minded consumers would be taking advantage of the extra hours in their day during the Coronavirus pandemic to research and plan their summer or fall vacations.
Knowing this, we wanted to be ahead of the curve with our video strategy and made sure both legacy and new video content were a focal point on our website.”
Video, as the most impactful way to tell a story and showcase unique attributes of individual destinations, was chosen to be the focal point of the campaign. A collection of powerful stories around the State was curated to create “interactive inspiration”.
WOT recognized videos were inspiring, but wanted to help their viewers seamlessly connect with any of the numerous locations, attractions and activities featured within each video. The WOT partnered with Clicktivated; the leading interactive video technology platform in the market today. Clicktivated provides viewers the unique ability to click any individual location/attraction/destination in video as they watch. This creates a path from inspiration to specific information, ultimately helping destinations connect more effectively with their viewing audience and helping drive traffic back into their site(s).
See Clicktivated in-action below:
Clicktivated eliminates the painful and ineffective process of trying to search for information on individual locations/attractions/destinations seen in video.
Since the campaign launched in early April, the seven interactive videos living on travelwyoming.com are averaging an amazing 99% interaction rate* and a 27% click-out rate (CTR)**.
Although travel is temporarily “closed”, travel will be back soon and it will be stronger than ever. The idea of a trip is never far from the minds of visitors and it is a more critical than ever before to effectively reach your audience and offer new and innovative experiences.
Experience the videos here: https://travelwyoming.com/video-collection
*interaction rate= percentage of viewers that interact with the video.
**click-out rate (CTR)= percentage of viewers that click through video to specific landing page.
For more information- please contact Ben Hatala, Ben@clicktivated.com
Clicktivated, an interactive video platform that seamlessly connects viewers to locations and information in video as they watch, announced new partnerships with tourism brands including Pure Michigan, Louisiana Travel, Explore Edmonton, Daytona Beach, and Visit Saint Paul to help viewers explore destinations through video and easily find information about individual locations and activities unique to each destination.
Utilizing Clicktivated’s technology, viewers are able to directly click within a video to find more information about local attractions, locations, and excursions, without having to waste time searching for each individual activity/location. Clicktivated’s travel partners feature clickable information such as culinary trails, brewery tours, art museums, local culture, hotels and nature conservatories. Using Clicktivated’s technology, the partner sites have seen a remarkable 68% average interaction rate within their videos.
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Chris Roebuck, CEO and Co-Founder of Clicktivated stated, “The need for simple travel planning solutions is more important than ever. As tourism destinations look for new ways to attract and engage potential visitors, the first step is to provide a frictionless user experience as they research their next trip. With Clicktivated’s technology, tourism brands can feature more personalized experiences and impactful video content for each potential visitor.”
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“When our visitors come to Michigan.org, we want them to feel immersed in everything that makes Michigan a truly unique place. We invite them to easily explore all the destinations and activities Michigan has to offer,” stated Brian Krantz, Director of Michigan Economic Development Corporation. “Partnering with Clicktivated has helped us create a truly frictionless interactive video experience for our visitors, giving them the unique ability to click and explore all the amazing locations Michigan has to offer.”
“We are excited to leverage Clicktivated and bring a new experience to tourists visiting Saint Paul,” said Adam Johnson, Vice President of Marketing & Media Relations for Visit Saint Paul. “We now have the impactful and nonintrusive opportunity to engage with consumers while also bringing them closer to the point of purchase.”