2 Sides of Halloween for OTRD

Scare Tactics

Oklahoma has no shortage of ways to get into the Halloween spirit. From pumpkin patches and fall festivals to haunted attractions and historic places with a ghost story or two, there’s plenty happening across the state throughout the season. 

And plenty for us to work with. 

As part of Oklahoma Tourism’s Bold Belongs Here campaign, we created two different takes on spooky season. One leaned into Oklahoma’s haunted history and attractions, while the other celebrated the lighter, family-friendly side of fall. 

Different audiences, different creative, and one goal: giving people more reasons to get out and explore Oklahoma. 

Pick Your Poison 

We brought both directions to life through concept development, copywriting, and a mix of static and video creative. 

Each had its own approach to showcasing Oklahoma’s seasonal attractions, giving us room to explore everything from local legends to family-friendly Halloween fun. 

Sightseeing Gets Spooky 

For the Spooky creative, we tapped into Oklahoma’s haunted history and local legends, using storytelling and a little Halloween mischief to give the campaign some intrigue. 

The result was a series of static and video ads inviting audiences to explore the state’s spookier side.

We also brought a little movement to the mystery. 

Inspired by the ghost stories surrounding Guthrie’s Stone Lion Inn, we used animation to bring a statue featured in our creative to life. And it got people clicking. 

We Can’t Scare Everyone 

And that’s okay. 

For the Family Fun creative, we traded haunted landmarks for pumpkin patches, costumes, and seasonal celebrations. With a lighter, more playful approach to copywriting, we highlighted the family-friendly side of Oklahoma’s Halloween season. 

No Tricks, Just Results 

Across both creative directions, the campaign delivered: 

The Spooky video brought in the most clicks and website engagement events, while the Family Fun video had the lowest cost per click of the five media groups. 

Google Performance Max targeting and creative resulted in reaching users at the right place, at the right time, with the right message, generating the highest click-through rate across all channels. 

Altogether, our Halloween campaigns delivered efficient sights and frights to help Oklahomans embrace the spirit of the season.