Oklahoma Tourism and Recreation Department
With media consumption rapidly evolving, the Oklahoma Tourism and Recreation Department challenged our team to reimagine Discover Oklahoma’s tone, look and feel to broaden their audience, influence, and impact. Since launching in 1991, Discover Oklahoma has built a history of travel storytelling. Our team embraced the opportunity to honor the show’s mission and spirit, positioning it as a production hub for Oklahoma Tourism and launching its first original series: Routes.
Increase domestic travel to/within Oklahoma in CY2025.
Increase travel consideration to the state of Oklahoma from both in-state and out-of-state audiences.
Routes is the first Discover Oklahoma original series, bringing stories of iconic destinations to life. Through compelling narratives, Routes uncovers the heart and soul behind the state’s remarkable rise, celebrating the people, culture, and progress that define Oklahoma. Each episode delves into unique aspects of the state, from its flourishing food scene to the origins of the Tulsa Sound, and the story of an Oklahoman from a small town whose innovations helped make the trip to the moon possible, revealing the rich heritage and innovation that continue to shape its identity.
With a focus on resilience and collaboration, Routes paints a vivid picture of Oklahoma as a vibrant and inspiring place to live and visit. From historic landmarks to cultural movements, the series brings untold stories of trailblazers and tight-knit communities to the forefront, offering a fresh perspective on the journeys behind the state’s most iconic destinations.
Throughout the creation of Routes, a Discover Oklahoma Original Series, our team conceptualized Season One to focus on key topics on what makes Oklahoma unique and ultimately, captures the attention of travelers. However, since this series was new, we focused on both a teaser and launch strategy to drive awareness and inspiration.
Tactics utilized for this campaign included the following:
Routes continues to garner impressive results. From July – November 2024, we have seen the following from the campaign:
Whether you want to hire us, work with us or learn more about us, we’re all ears!
We’re always on the lookout for next-level clients, collaborators and coworkers… is that you? Let’s find out.
