O.A.R.S., one of the world’s leading adventure travel outfitters and a long-time Weld partner, has offered jaw-dropping, adrenaline-pumping trips to travellers for nearly half a century. Throughout our partnership, Weld has provided strategic direction and creative execution on everything from video production and content strategy to blog design and interactive social campaign apps.
Reaching New Markets
When market analysis suggested it was time to start targeting young professionals, we jumped in with both feet, developing integrated campaigns and interactive web applications centered on road trips with friends in the Sierra Nevada and once-in-a-lifetime expeditions in the Grand Canyon.
Our Grand Canyon campaign, titled “Livin’ the Dream,” invited young professionals across the country to give up their desk job for two weeks and try their hand as a swamper (river lingo for “guide apprentice”) with O.A.R.S. in the Grand Canyon. Weld developed an interactive social app and conceived a massive social promotion, leveraging new partners across the industry to broaden our reach. We also developed a content strategy focused on the stories and people who make up this unique place, with compelling videos and articles published around the web. The result was over 3,000 applications for the “apprenticeship” with applicants from all 50 states. We also doubled the size of O.A.R.S.’ social footprint, with a clear shift toward those 25-34 years of age.
Steve Markle, Marketing and Partnerships Director
“From conception to execution, Weld handled all of the details flawlessly, and through successful collaboration with the right mix of partners, the campaign outperformed all expectations.”
Telling the Story
Brand journalism in the adventure travel industry is a crowded and difficult endeavour. But with the right tools, a creative strategy and a solid team in place, Weld has helped O.A.R.S. rise to the top and become recognized as a travel industry leader in online storytelling. The resulting blog, The Eddy, features inside stories, pro tips, and a fair amount of tall tales from the river.
Bringing It to Life
When your product is bucket-list-worthy trips to the most beautiful destinations in the world, the sales process starts with wowing your audience, and more often than not, video is a critical part of that equation. O.A.R.S. enlisted Weld early on to direct and shoot in some of the most remote and inaccessible locations in the lower 48, capturing the experience in a way that few have done since.
- Campaign Creation and Execution
- Frontend and Backend Coding
- Video Direction and Production
- Content Strategy
- Brand Journalism
- Ad Management