Ohio 360 Virtual Reality Debuts at RNC in Cleveland
From July 18-21, Cleveland was host to the Republican National Convention and more than 50,000 visitors. While there was significant national attention focused on Cleveland, TourismOhio seized the opportunity to promote all of Ohio. We supported these efforts with an in-person street team, advertising in Cleveland, and digital advertising throughout the region.
- TourismOhio was proud to debut the “Joy Ride,” a 40-person custom wrapped bus, located in the Display Lot, adjacent to The Q, the primary site for RNC events.
- On the Joy Ride, visitors could try on virtual reality goggles which brought to life sixteen 360-degree virtual reality videos that help a user experience the diversity of attractions and destinations that visitors to Ohio will find here --everything from zip lining in the Hocking Hills, to riding Millennium Force at Cedar Point, parasailing over Lake Erie, touring the Short North, attending the Cleveland Symphony, touring the Freedom Center in Cincinnati and more!
- The 360-degree virtual reality (VR) experience utilizes the latest in technology to present Ohio in a hip and cool way that will turn visitors into advocates for Ohio. And, as the research tells us, those who have seen Ohio’s advertising are more likely to say it’s a place they’d enjoy visiting just as those who’ve visited Ohio are much more likely to think it’s exciting than those who haven’t.
- Approximately 1,355 RNC attendees tried the VR experience on the Joy Ride. An additional 1,400 RNC attendees visited the Joy Ride location but didn’t try the VR.
- 2,000 sets of branded cardboard VR goggles were distributed to convention attendees – the cardboards allow users continued access to viewing the VR videos via ohio.org/VR on their cell phones.
- A significant out-of-home advertising presence throughout downtown Cleveland generated awareness for the Ohio brand and the VR experience.
- The out-of home advertising buy delivered 30.9 million impressions.
- Advertising locations from July 1 – Aug. 6 included Metropolitan at The 9, rapid station platform and kiosks, airport terminal and redline interior ads, interior trolley signage, Quicken Loans Arena walkway, Quicken Loans Arena entrance, Tower City platform ads, Red Line Train wrap, Tower City Platform kiosks, sidewalk kiosks and Playhouse Square kiosk and in-taxi video. Advertising at The 9 continues until October.
- Branded 23,000 hotel key cards to promote the experience and drive awareness and traffic to the Joy Ride.
- 23,000 hotel rooms received a five-page advertorial insert in TravelHost magazine throughout Cleveland, Akron, Canton and Amish Country.
- Digital advertising drove 510 verified walk-ins (user exposed to ad and visited the Joy Ride) and drove 9,400 clicks to ohio.org/RNC.
- Received 748 sweepstakes entries and 202 monthly eNewsletter registrants.
- Promoted the events at the RNC through media relations efforts.
- We had an audience reach of more than 244 million.
- Earned media coverage appeared in Ohio, contiguous states and nationally in Washington, D.C., San Francisco and Miami.
- Examples of coverage can be seen here: