To launch the "Somewhere to Smile About" brand platform, the Ocean City Department of Tourism & Business Development wanted a multi-year activation to captivate travelers and promote OCMD as a friendly, carefree destination.
A customized 1960s VW Bus toured east-coast festivals, featuring mini-golf, carnival games, and prizes, encouraging vacationers to win a trip to Ocean City.
OCMD built awareness through an integrated media plan—including radio, mobile billboards, influencer marketing, and PR—driving users to a landing page to register for the onsite key drawing.
At events, guests lined up to grab and scan keys to win customized road trip kits or the grand prize trip to Ocean City.
Catch A Ride
Client
Ocean City, MD
Year
2022 - 2024
Agency
BVK
Results
279MM program impressions and 60K engagements across all channels.
Over 4,700 contest entries across three stops, with a 57% opt-in rate for future communication.
38 smiling winners, including 8 grand prize trips and 32 road trip kits.
Strong positive reception from stakeholders, leading to the development of a second, and third year iteration.