Redirecting Civic Curiosity: How Visit Overland Park Used Paid Media to Support Local Advocacy
Learn how Overland Park used paid media to shift the local narrative, engage residents, and spotlight the value of tourism — without stepping into politics.
Redirecting the Local Lens
As community conversations grew around a proposed new city hall, Visit Overland Park saw a meaningful opportunity — not to weigh in on politics, but to refocus attention on the organization’s community impact. With support from Tempest’s Growth Marketing team, they set out to engage local residents and civic-minded audiences in a positive, purposeful way.
The goal was clear: capture interest from politically motivated searches and redirect that curiosity toward a message of shared value, showcasing how Visit OP supports jobs, small businesses, and quality of life across the city.
Turning Curiosity Into Connection
Tempest launched a nimble, advocacy-focused campaign using Google Performance Max, designed to reach local audiences across Search, Display, YouTube, Discover, and Gmail.
Ads led to a newly developed industry landing page on the Tempest-designed Visit OP site — built to align with updated site architecture—where residents could explore how the destination organization drives economic growth and community vibrancy.
Creative messaging focused on civic pride and community benefit, featuring headlines such as:
- “Tourism Works in Overland Park”
- “What’s Driving OP Forward?”
- “Find Out How We Work For You”
Rather than engage in civic tension, this campaign offered a clear, inspiring alternative: an invitation to see tourism as a force for good.
Advocacy With Impact
Over the course of 2025, the campaign delivered high performance and deeper engagement across key metrics:
- 2.7 million impressions and more than 90,000 clicks
- More than 80,000 qualified sessions to the campaign landing page (10% of total traffic to the site)
- Over 3,600 partner referrals
- 3.26% CTR, outperforming industry benchmarks
- $0.50 avg. CPC, providing cost-efficient reach
- 71% engagement rate (vs 44% sitewide)
The campaign successfully reframed civic interest into community understanding, helping Overland Park residents see the broader value of destination marketing, while reinforcing Visit OP’s role as a trusted, people-first organization deeply invested in the future of the city.
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