Samantha Brown + OCVA Digital Amplification

Challenge: The Orange County Visitors Association (OCVA) partnered with TV personality & global traveler Samantha Brown, resulting in a feature episode highlighting Orange County in a new public television series, Samantha Brown’s Places to Love. OCVA wanted to leverage the episode, which aired in the U.S., to engage a larger audience of potential visitors from the region’s international target markets.

Content Creation + Promotion:  

  • Using the episode as our roadmap, we identified the OC activities Samantha experienced and created an Itinerary content piece for VisitTheOC.com called “How to Do The OC Like Travel Guru, Samantha Brown.”
  • We turned the Itinerary into a 60-second social media-ready Video showing snapshots of the activities
  • 15-second snippets spotlighting each of the featured DMOs were created and shared with our partners for promotion on their own sites
  • Global Partners were sent the content, along with a press release announcing the episode, Samantha’s bio underscoring her travel guru status, and instructions for posting/sharing the content on OCVA’s international social media accounts

Results:

  • Reached 21K+ domestic consumers
  • Reached 300K+ international consumers
  • Increased global awareness of The OC in China, Japan, India and the Middle East
  • Engaged stakeholders and provided content to facilitate cross-promotion with Visit Anaheim, Visit Huntington Beach, Visit Newport Beach & Travel Costa Mesa

Travel and Destination PR and Marketing

McCue Communications specializes in California, Orange County, and Sonoma County travel, tourism, and destination public relations. To read other travel and destination PR case studies, click here.