BVK, the Wisconsin-based marketing firm the Ocean City, MD, government hired at the beginning of 2022, presented the Ocean City Tourism Commission with an overview of their proposed upcoming annual campaign. The new campaign targets female vacation planners between 25-50 years of age, who are married with children, live in the northeast, and make between $100,000 and $200,000 per year. According to OC Today, the proposed campaign shows a “major shift in mediums used” and focuses on “a mix of media streams new to the resort.”
Between April and July, continues the OC Today report, the campaign will focus on increasing awareness about Ocean City and its summer activities and from August through October it will focus on the awareness of activities in the fall. The rest of the year will focus on winter, as City Council members continue to push Ocean City into becoming a year-round resort.
Rather than focus on traditional means of advertising like television and print, which the resort used primarily in the past, BVK plans to launch new tactics like paid social media and search engine placement, digital video, streaming audio, branded playlists on platforms such as Spotify, stickers, and magazines, just to name a few.
To get people engaged in the idea of visiting Ocean City, BVK also plans to run campaigns with social media influencers, or people who have many followers on platforms such as Facebook, Instagram, Snap Chat and TikTok.
The influencers would be chosen based on the type of target they reach. The influencer could, for instance, tell their audience they are going to Ocean City for two to three days before asking them what type of activities they should do.
The influencer could then pick the top responses and shoot videos of themselves doing those activities, allowing the audience to follow along.