That’s Tempting. “Edutainment” & Digital Palate Satisfaction for Visit Plano

On this page:
Challenge
Story
Results

The challenge

In 2006, independent digital publications began to create a space for themselves on the web, offering digitally unique ways to educate and entertain consumers focused on singular categories. We can thank media giant BuzzFeed (Tasty) for this movement truly skyrocketing in 2011, when they began to diversify their portfolio into niche, culturally relevant publications.

Visit Plano approached The Atkins Group, in partnership with Odyssey Storyworks, about a content marketing plan that would better highlight the unique food opportunities in Plano, Texas. Located just north of Dallas, the city of Plano has over 900 restaurants that are unique to the city.
We didn’t want to beef up their current blog, but rather task ourselves with creating “edutainment” style videos that would live on an independently branded publication, lending itself to those who are not as interested in a city entity telling you where to go and what to try.
This is...
To us, each content marketing assignment is an opportunity to be completely unique. While That’s Tempting is a video platform and social assignment at its core, the move towards an independent publication is an opportunity for the travel and tourism industry to stretch beyond listings and beyond blog posts about the top 15 to-do’s.
Increasingly, the road to success is immersing potential travelers in a digital experiencethat not only educates about things to do, but also entertains.

the story

With over 900 unique to Plano offerings, we wanted to make sure we hit the ultra unique: restaurants that had stories and chefs that had stories equally as compelling as the food on their menus.

The Result

We created an independently branded publication that showcases unique restaurants in Plano.
Following the industry model of short names, That’s Tempting was formed based on the publication’s highlighting of restaurants, bars, and coffee shops. Odyssey then built a restaurant contact list, concepted, filmed and edited all videos and placed them on the website in 20 days.

Distribution was as equally important as the unique restaurants we chose to film. When you watch a video, it should tempt you to want to try whatever is in the video, or remind you of an experience you’ve already had. The publication website was built to house a series of videos, both long and short form that tell the narrative of Plano’s food scene.
Partnerships were formed with major food accounts on social media and other digital publications to create awareness in the DFW market of a new food publication - That’s Tempting.
Within 2 weeks of being live on Facebook, we garnered...
Over
23,000
video views
a reach of
60,000
people in our primary demo
Over
600
page likes
Over
180
hours of video view time
Interested in discussing a storytelling project with Odyssey?