Fall 2022 – Spring 2023
Jill Lagan, CEO of the Boulder City Chamber of Commerce, approached Imagine Communications seeking ways to boost Boulder City’s visibility. Between the opening of Interstate 11, diverting Nevada-Arizona drivers around Boulder City, and the pandemic, tourism was down and local businesses were facing challenges.
The Imagine team proposed a video advertisement showing Boulder City had something for everyone, from museums and nature walks to extreme outdoor sports. This would be shown through the eyes of kids enjoying peaceful aspects of Boulder City while their grandparents experienced all the “extreme” activities. It was arranged to use Boulder City residents, and Creative Director Alex Raffi and Account Director Bobby Long worked with Lagan to scout and secure locations and permissions. Filming was completed in three days.
As the video went through editing, Imagine finalized a distribution plan focusing on California, Utah, Arizona and Southern Nevada. Utilizing owned and paid channels, the plan included a five-month period of ad buys targeting residents in the Southwest searching keywords like “day trip,” “affordable vacation,” “activities for families” and “adventure seekers,” among others.
In September 2022, Lagan premiered the video at two separate Chamber events, and the reception was overwhelmingly positive. During its five-month paid run, the video received more than 300,000 impressions and generated more than 1,400 clicks. Total views on the Chamber’s YouTube channel currently top 52,800.
Lagan said local business reported an uptick in revenue, and the video proved to be content with longevity on the chamber’s owned channels of communication, providing material for static image ads, social media posts and other outreach.
Describing how she’d included the video in a recent sponsorship bid for the chamber, Lagan said, “The reception to the video was great, and we got the sponsorship!”[/vc_column_text][/vc_column][/vc_row]