In the summer of 2006, Adbay.com was chosen as the agency of record for the Casper Area Convention and Visitor's Bureau. Since then, we have vigorously promoted the area's events and activities in print, online, and over the airwaves with a campaign that brands Casper as Wyoming's Adventure Capital. The goal of this campaign is simple: increase overnight stays in Casper and Natrona County. So far, so good—each year since 2006, the Casper Area CVB has reported a significant increase in overnight stays.
This success of our strategy has centered on the development of a website that features unique art, a robust community calendar, a merchant directory, a broad video library, and personalized content. The site also features special tools that meeting planners use to request RFPs from the Casper area's many hotels and conference properties. What's more, local event promoters can add content to the community calendar by filling out a simple form, while business owners can tie special offers to these events free of charge. In 2009, this site will undergo a major redesign, intended to streamline access to the wealth of content that we have created over the past several years. Also on the agenda for 2009: "spinning off" major content areas into their own "mini-sites" in order to maximize search engine visibility.
Another key to our success with the CVB campaign has been the expanded distribution of visitor's guides. When we took over the account in 2006, approximately 25,000 visitors guides were distributed annually through conventional means. By 2007, the CVB was distributing more than 350,000 visitor's guides each year. Though impressive, the distribution increase is not the only thing that changed in 2006. We also performed a complete content and visual overhaul on the visitor's guides, creating seasonal guides that feature personalized content, interviews, and photography.
Most recently, Adbay has begun designing and promoting $99 "Casper Stay and Play" packages. These packages combine lodging, entertainment, and dining and are meant to encourage tourism from within the Cowboy state. Though the program has been running for just a few months, the response has been overwhelmingly positive.