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Travel Oregon Partnering
Opportunities 2009-10



    OACVB Meeting
    December 8, 2008

    OREGON. WE LOVE DREAMERS.
Purpose of Presentation

Bring Travel Oregon, RDMOs & DMOs together
Present partnering opportunities in advance of
budget building for 2009-10 time period
Kick off the Regional Cooperative Marketing
Program (RCMP)
Discussion / questions
Not an overview of all Travel Oregon programs
Programs subject to change based on Commission
approval and budget forecasts
              OREGON. WE LOVE DREAMERS.
Travel Oregon Strategic Plan

2009-11 Biennium Strategic Plan
  Fall – survey sent to DMOs and tourism industry
  Oct. through March – building plan
  Public forums at Commission Meetings Dec. & Feb.
  April –Review draft plan highlights at Commission
  meeting. Plan will be posted after conference for
  minimum of 30 days
  June – final plan approval
                OREGON. WE LOVE DREAMERS.
Regional Cooperative Marketing
               Program (RCMP)
   RCMP is a Travel Oregon program
   “Within the scope of the legislation, the Oregon Tourism Commission may
   appropriate as much as 15% of the revenue from the statewide lodging tax to
   Oregon’s tourism regions for cooperative regional and multi-regional marketing
   efforts”
Goals of the Regional Cooperative Marketing Program:
   Maximize the benefits to Oregon’s economy from the statewide lodging tax
   Encourage multi-regional and targeted niche marketing (focused on out of state
   and international visitors)
   Maximize economic benefits provided by the RCMP program to the seven
   regions
   Leverage Oregon Tourism Commission’s programs
   Deliver consistent messages, outstanding experiences, and efficient use of
   resources
   Implement program in a manner that is efficient for both the RDMOs and the
   Travel Oregon staff

                            OREGON. WE LOVE DREAMERS.
RCMP Timeline

Dec. – kick off
Feb. – Todd provides revenue forecasts to Commission at
Feb. Commission meeting. RCMP forecasts then provided
to regions
Jan.-March - RDMO marketing committees build plans
April – RDMOs present proposed programs/budgets to
Travel Oregon (week of Gov’s Conference)
April/May – Plan negotiation between Travel Oregon team
and regions. Travel Oregon team gives approval pending
Commission review
June – Plans reviewed by Commissioners and approved at
Commission meeting

                OREGON. WE LOVE DREAMERS.
International Sales &
Marketing and Domestic
     Travel Trade




 OREGON. WE LOVE DREAMERS.
International Marketing & Sales


Highlights of Strategic Plan 2009-11
– Promote inbound leisure travel with focus on target
  markets and international PDX non-stop flights and non-
  stops to Seattle and SFO
– Increase marketing efforts in Canada, with focus on B.C.
  Motor-coach operators, FIT and Golf operators
– Leverage Travel Channel Europe marketing opportunities
  with Tour Operators and Journalists in all markets
– Build product in emerging markets, Korea, China, India,
  Russia and Australia


                OREGON. WE LOVE DREAMERS.
All Markets Research Trips

Media and Travel Trade Research Trips
– Focus of fall and winter months to host research
  trips (summer is preferred travel time)
– Recommend: RDMO budget minimum -$5000
  to $10,000 funds for Research Trips
– Local DMO participation is highly
  recommended, join for dinners or activities,
  including non-financially supported trips
                OREGON. WE LOVE DREAMERS.
European Marketing Activities

Partner Opportunities
–  UK: WTM 2010, $3000, 2009 Sales Mission opportunity TBD
–  Germany: ITB 2009-11, March, $3,000*
–  All Markets: Pow Wow 2010-11, Spring, $3,000 (waitlist)
–  All Markets: NAJ East and West, January/June, 2009-11 $1100
–  All Markets: Go West, 2009-11, $1300
–  Visit USA shows in Netherlands, France, and other markets will be
   attended by TO staff, leads distributed, no delegations planned
– Media and Journalist Research Trips are planned for all key markets,
   Germany, UK, France, Netherlands and Italy, on going
– Exploring Russia, Eastern Europe and Scandinavia for product
   development
*all costs on this page reflect cost per show each year

                        OREGON. WE LOVE DREAMERS.
Europe Marketing & Promotions

Travel Channel Europe television series: website advertising
due by Dec. 29, 2009, rate sheet available
Special promotions with tour operators for streaming video
and website links. Special Events at ITB 09, POW WOW 09
and WTM 09
Radio promotion in France will offer giveaways for
accommodations, meals and attractions
Online Niche, Incentive, and Social Networking Marketing.
Example: Goseeoregon.com tour operator advertising
Co-op Advertising with Receptive and Tour Operators:
$500-$1500
                  OREGON. WE LOVE DREAMERS.
Asia Marketing Activities

September 2009-11: JATA – World Travel Fair, Japan,
$2,000*, Sales Mission tied into JATA TBD
November 2010: CITM – China International Travel Mart,
Shanghai, China, $2,000
NAJ West January 2010-11, $1,100
Active America Spring 2010-11, Travel Oregon staff to
attend
May 2009-11: International Pow Wow, wait list
June 2009-11: KOTFA – Korea Travel Expo, Seoul, Korea,
$2,000, TO staff to attend
Media and Journalist Research Trips, focus on shoulder
seasons, culinary, student trips and golf, ongoing
 *all costs on this page reflect cost per show each year
                OREGON. WE LOVE DREAMERS.
Asia / Pacific Rim Strategies

South Korea now a visa waiver country, with predicted inbound leisure
travel to grow.
 – Attending Kofta in June 09 to develop opportunities for new product in tour
   operator brochures and media trips; focus on golf
China and India are both emerging markets
 – Targeted efforts include CITM, working with NTA Tour Operators, official
   operators for China market. Education of suppliers is key for both markets
Culinary and Golf will be targets for Asia and water-related tourism for
India
Australia: US is the most popular international destination with an
average of 22 days per stay
 – Australian dollar has gained against the US dollar
 – Australian vacation time corresponds to Oregon’s shoulder seasons
 – TO will attend Visit USA Show in Australia in 2009


                            OREGON. WE LOVE DREAMERS.
Domestic & Canada Travel Trade
         Strategies
Increase Oregon tourism product through packaged tour
operators, focusing on Oregon’s unique experiences
Focus: family travel, smaller groups, girlfriend getaways,
culinary
Build on success of NTA 08 sponsored lunch and tour
operator dinner
Implement action items to support above strategies in
collaboration with OTTA
Increased focus on Canadian market, targeting BC motor
coach, FIT, shopping and golf packages, consumer direct
online and print advertising
                   OREGON. WE LOVE DREAMERS.
Domestic and Canada Travel
           Trade Activities
Domestic Market
 – NTA Spring Meet, 09/11 TBD
 – National Tour Association Convention, November 09-11 Cost:
   $2,300
 – LA Sales Mission, dates TBD
 – American Bus Association: January/February 09-11 Cost: $1,150
 – Travel Alliance Partners, June 09-11 Travel Oregon staff attends by
   invitation only
 – OTTA membership
Canada Market
 – Addison Travel Show, Vancouver: January 09–11, and
   Calgary/Toronto: August 09-11, $1,400
 – Media and Tour Operator Research Trips are ongoing in both
   markets
                      OREGON. WE LOVE DREAMERS.
Advertising Co-ops – All Markets


Travel Channel Europe Website, rate sheet available
Discover America USA Travel Guide: Travel Oregon
 – 1,250,000 distribution in German speaking countries, Japan, Mexico, Italy, France,
   and UK, American Journal, Scandinavia, Netherlands
 – 1 page Travel Oregon ad. Variety of co-op rates available based on TIA
   membership, etc. Example: ¼ page ad: (based on 2008 prices) $11,960-$14,260
Germany: Travel Oregon 3 inserts per year
 – Co-op rates available from $1000-$6000. 40,000 distribution, six issues per year
Courier: Travel Oregon 2 inserts per year, ¼ page $500 per partner, 6,000
distribution, monthly
Canada: Consumer Pubs and online: TBD
Adhoc opportunities for niche pubs, tour operator brochures and online, all
markets: $500-$2000


                             OREGON. WE LOVE DREAMERS.
Domestic Consumer Marketing
   …………………………………………




   OREGON. WE LOVE DREAMERS.
Consumer Marketing Programs


2 Year/$5+ million campaign
Media/Advertising
Public Relations & Publications
– Media outreach and production of visitor guides
Promotions, Broadcast & Strategic Alliances
– Oregon Bounty, Livewire, Golf Promotion
Interactive
– Website, blog, e-newsletter
Fulfillment
– Guide distribution, call center, CRM, TOOL, TORP
                 OREGON. WE LOVE DREAMERS.
Consumer Marketing Objectives –
          Direction for new Biennium Plan

Continue to engage consumers in the Oregon Brand
Breakthrough clutter by focusing our messaging
Drill down messaging to key themes during key time
frames
Build community and connection with consumers
who identify with the Oregon mindset
Leverage Oregon fans to tell their stories/share their
tips
                  OREGON. WE LOVE DREAMERS.
Strategic Enhancements in
      Domestic Consumer Marketing

Seasonal Focus
– Culinary in Fall/Outdoor Recreation in Spring
New spring outdoor promotion
– Golf
Leveraging Oregon Fans
– Development of tools to help them share their experiences
Co-operative Marketing Opportunities
– Increased opportunities that are more affordable
Sustainability
– Internal/external programs
                 OREGON. WE LOVE DREAMERS.
Longwoods Research

                                           $ 2.00
                                           $ 1.80

Ad Accountability:                         $ 1.60
                                           $ 1.40
  The results from 2004 show the           $ 1.20

  “Oregon Dreamer” ads work                $ 1.00
                                           $ 0.80
   – 6:1 ROI                               $ 0.60
   – Spending generated per ad dollar is   $ 0.40
     at $159 (up 39% from ‘01)             $ 0.20

  The study is fielded every 4 years       $ 0.00
                                                        2001             2004

                                                    Cost to Generate One Trip Has
                                                          Decreased by 32%
Visitor Profile:
  Funded by Travel Oregon and the 7 regions
  Fielded every 2 years
                              OREGON. WE LOVE DREAMERS.
Overall Response Rates

                                                   Response to Advertising
                                                         (2004-2008)


250,000




200,000




150,000




100,000




 50,000

                2004
                2005
                2006
                2007
                2008
     0
          January   February   March   April
                                               OREGON. WE LOVE DREAMERS.
                                                  May   June   July August   September   October   November   December
Oregon. We Love Dreamers.

Oregon is home to an inordinate number of people who
 not only dream big, but who make those dreams happen




                   OREGON. WE LOVE DREAMERS.
        Genuine. Visionary. Stewardship.
Advertising/Media Objectives

Overall
  Continue to grow awareness that Oregon is a premier travel destination
  Stimulate interest/response for additional information
  Target:
    – Adults 25-64
    – Spend $1,000+ on Vacation Travel
    – Live in CA, OR, ID, WA (secondary: NY and Vancouver BC)
This Year
  Continue to stand out in a crowded category
  Address the evolving trends in travel
    – More trips being planned on the internet
    – Economic Realities
  Effectively utilize our budget, which is comparable to last year

                          OREGON. WE LOVE DREAMERS.
Advertising/Media Strategy

                Break fiscal year into two focused seasonal marketing pillars:
                  Fall '09 - Culinary Tourism         Spring '10 - Outdoor Recreation
Communication: Oregon chefs, vintners, brewers,        Oregon golf, hiking, fishing, skiing, wind
               farmers, farmers markets, etc.          surfing, cycling, etc.
       Media: Titles/Websites appealing to culinary    Titles/Websites appealing to adventure
               tourists within our target audience     tourists within our target audience
     Promotion: Oregon Bounty                          Develop Golf Promotion


                  Advantages
                  • Oregon stands out with focused advertising messages
                  • Highlights the State’s greatest assets…within season
                  • Leverages the success of Oregon Bounty
                  • Partners can build co-ops around seasonal focus…when consumers
                    are more likely to plan seasonal travel
                                      OREGON. WE LOVE DREAMERS.
FY’09/’10 Media Plan Snapshot
                                            2009                  2010
                                                                                   TOTAL          TOTAL
MEDIA                               J   A   S   O N D     J   F M A M        J   Impressions       Spend        %
CULINARY/BOUNTY
- national/local print                                                               18,634,000      $758,685    32.4%
- online banners & sponsorships                                                      17,500,000      $250,000    10.7%
- google keyword search                                                               1,375,000       $50,000    2.1%
- mobile banners & call to click                                                      3,000,000       $50,000    2.1%
- bounty radio partnership                                                            8,894,500      $200,000    8.5%
                                                       CULINARY SUBTOTAL           49,403,500     $1,308,685    56.2%
OUTDOOR/RECREATION
- national/local print                                                               14,160,000      $327,287    14.0%
- online banners & sponsorships                                                      17,500,000      $250,000    10.7%
- google keyword search                                                               1,375,000       $50,000    2.1%
- madden insert                                                                         875,000       $37,000     1.6%
- golf initiative                                                                    10,020,000      $305,000    13.0%
                                                   OUTDOOR REC SUBTOTAL            43,930,000      $969,287     41.6%
OPPORTUNISTIC/TEST FUNDING                                                                           $50,000   2.1%
MEDIA TOTALS                                                                     93,333,500       $2,327,971 100.0%
                                                                                   BUDGET          $2,340,000
                                                                                 OVER/UNDER           $12,029
                                   1+ REACH = 62% // AVG FREQUENCY = 5.7x // 3+ REACH = 38.6%
Note: Confidential and subject to change
                                                OREGON. WE LOVE DREAMERS.
Magazine Highlights




                Culinary (Fall ’09) OREGON. WE LOVE DREAMERS.   Outdoor (Spring ’10)
Note: Confidential and subject to change
Vancouver BC – Consumer Test
                       Market

      In conjunction with the TO International team, we’re exploring a
      possible advertising initiative in Vancouver BC
       – Opportunity to build Travel Oregon brand awareness in this city
       – Mine this “nearby” International market
      Target Audience:
       – A25-64 who live in BC & traveled to Western States in past 3 yrs
      Timing: one campaign season in FY’09/’10
      Potential plan: would feature a media mix based on similar
      deliveries in domestic plan (single season)




                                         OREGON. WE LOVE DREAMERS.
Note: Images do not represent a final media mix
Co-op Programs

  Takes Consumer From Inspiration to Purchase
   – Provides a platform for our partners to highlight what their regions
     have to offer

Brand Campaign                                         Co-op Partner Pg
Dreamer ads create                                     Showcases tangible
awareness for and                                      travel experiences,
provide inspiration                                    products and
to visit our State by     move visitors farther        packages that can
telling a wide            down the buying cycle        be purchased
breadth of unique                                      throughout Oregon
stories that capture
the depth of the
Oregon experience



                          OREGON. WE LOVE DREAMERS.
Print Co-ops: Creative

Revised co-op units in the works
  2 pages
   – Page 1: Oregon Dreamer Page (new format)
   – Page 2: Co-op page unit (similar to last
     year’s)
  Features the Travel Oregon brand
  elements
  Provides efficiencies to the Travel
  Oregon media buy

                                                        Standard Pg 2 Co-op Ad

                            OREGON. WE LOVE DREAMERS.
Print Co-ops: Opportunities
                   Planned Co-ops
                                                        GEOGRAPHIC                                          COST OF
    MAGAZINE               ISSUE          SEASON        DISTRIBUTION                 CIRC.     DEADLINE       PG

         Bon Appetit       July 2009       Culinary     OR, CA, WA, ID               331,000   3/20/2009     $15,937
                          August 2009      Culinary     OR, CA, WA, ID               331,000   4/20/2009     $15,937
                        September 2009     Culinary     OR, CA, WA, ID               331,000   5/20/2009     $15,937
                         October 2009      Culinary     OR, CA, WA, ID               331,000   6/21/2009     $15,937

       Budget Travel     Jul/Aug 2009      Culinary     OR, CA, WA, ID               125,000   4/1/2008      $4,556
                           Sep 2009        Culinary     OR, CA, WA, ID               125,000   6/1/2008      $4,556
                           Oct 2009        Culinary     OR, CA, WA, ID               125,000   7/1/2008      $4,556
                          March 2010     Outdoor Rec.   OR, CA, WA, ID               125,000   12/1/2008     $4,736
                           April 2010    Outdoor Rec.   OR, CA, WA, ID               125,000   1/1/2009      $4,736
                           May 2010      Outdoor Rec.   OR, CA, WA, ID               125,000   2/1/2009      $4,736

          Golf Digest    March 2010      Outdoor Rec.   OR, CA, WA, ID, UT, AZ, MT   270,000   11/20/2008    $10,641
                         April 2010      Outdoor Rec.   OR, CA, WA, ID, UT, AZ, MT   270,000   12/18/2008    $10,483
                          May 2010       Outdoor Rec.   OR, CA, WA, ID, UT, AZ, MT   270,000    1/18/2009    $10,483

            Gourmet        July 2009       Culinary     OR, N.CA, N. NV, WA, ID      147,000    4/1/2008     $10,478
                          August 2009      Culinary     OR, N.CA, N. NV, WA, ID      147,000    5/1/2008     $10,478
                        September 2009     Culinary     OR, N.CA, N. NV, WA, ID      147,000    6/1/2008     $10,478
                         October 2009      Culinary     OR, N.CA, N. NV, WA, ID      147,000    7/1/2008     $10,478

  National Geographic    March 2010      Outdoor Rec.   National                     625,000   11/23/2008    $8,663
            Adventure    April 2010      Outdoor Rec.   National                     625,000   12/23/2008    $8,663
                          May 2010       Outdoor Rec.   National                     625,000    2/1/2009     $8,663

     The New Yorker        July 2009       Culinary OR, SF, SAC, LA, SEA, NYC 372,000          5/15/2008     $25,783
                          August 2009      Culinary OR, SF, SAC, LA, SEA, NYC 372,000          6/15/2008     $25,783
                        September 2009     OREGON. WE SAC, LA, SEA, NYC
                                           Culinary OR, SF, LOVE DREAMERS. 372,000             7/15/2008     $25,783

Note: rates and media schedule subject to change
Madden Integrated Media
             Campaign

Planning to participate in this lead-generating program for
   Spring 2010
  Distribution:
   – CA - Los Angeles, Sacramento, SF; OR - Eugene, Medford, Portland,
     Salem; WA - Kennewick/Tri-City, Seattle, Spokane, Vancouver,
     Yakima; ID – Boise; Canada – Vancouver BC
  Circulation: 874,000
  2008 Results: averaged 8,000 leads
   – 40% more than in 2007
  Rates:
   – Contact Lisa Heavers for final rates (866-921-0130)
   – Estimated net rates range…
        • from $33K (full page)
        • to $3K (for small space brochure ad)
                           OREGON. WE LOVE DREAMERS.
Oregon Golf Promotion

Travel Oregon is developing a Golf Promotion that builds awareness
amongst high-yield golf consumers that Oregon is a great golf travel
destination where they can experience world-class (but affordable) golf,
culinary/dining, and shopping experiences
 – Drive leads and overnight visits from vacation golfers
 – Increase rounds played
Final program is TBD but will likely be a combination of print and online
 – Leverage existing Travel Oregon channels and purchase relevant golf
    media
 – Educate vacation golfers
Various tiers for our partners to buy into, ranging from $2,500-$30,000
Timing: Spring 2010

                        OREGON. WE LOVE DREAMERS.
Online Co-op Opportunities


Additional online co-op opportunities to consider in your
budgets:
– Possible Oregon Bounty promotion on Travelocity.com Fall 2009
    • Dependant on results of 2008 buy
– Travel Oregon brand online co-op buy – in development.
  Possible directions include…
   • Display banner model
   • Shared search engine buy




                     OREGON. WE LOVE DREAMERS.
Oregon Bounty 2008




     OREGON. WE LOVE DREAMERS.
Bounty Direction 2009

Idea TBC: Focus on recipes and chefs
Bounty Co-op Opportunities:
– All regions will be featured
– Set aside funds for late summer/fall advertising
  to support regional push (SOVA example next
  slides)
– Buy a Bounty co-op insert on TO plan
– Buy into the online co-op (Travelocity or other –
  range TBD $2,500-$30,000)
             OREGON. WE LOVE DREAMERS.
OREGON. WE LOVE DREAMERS.
OREGON. WE LOVE DREAMERS.
Interactive Marketing
           2009-10 Strategic Direction

Goal: ENGAGE in a conversation with consumers and
provide them INSPIRATION, INFORMATION and
TOOLS for their OREGON vacation experience

   1.   Showcase the Oregon experience
   2.   Engage at every stage of the trip
   3.   Improve connectivity & partnerships


                   OREGON. WE LOVE DREAMERS.
#1: Showcasing The Oregon Experience



Continue to build TO as
the “go-to” source for
the Oregon experience




                OREGON. WE LOVE DREAMERS.
#1: Showcasing The Oregon
            Experience…(cont’d)


TravelOregon.com:
Continue to offer wide
breadth of content…but
evolve…

 • “Surfacing” and
   “storytelling”




                     OREGON. WE LOVE DREAMERS.
#1: Showcasing The Oregon
              Experience…(cont’d)


Extend the brand and
connect with fans
wherever they are via
applications and
“embassies”

Provide platform and
encourage fans to tell
their stories via aps
and embassies

                         OREGON. WE LOVE DREAMERS.
#1: Showcasing The Oregon
           Experience…(cont’d)

Close storytelling gap via
compelling video stories
Travel Oregon w/ Grant
McOmie (working title)
28 episodes in 3 months
Airing: TO.com;
KGW.COM & KGW &
NWCN TV
Start date: Spring 2009
                    OREGON. WE LOVE DREAMERS.
#2 Engage At Every Stage of Trip
         Experience
Engage at Every Stage of Trip

             Inspiration


             Information

             Compare/
              Decide
               Buy

                Trip


                Post
                Trip
                 OREGON. WE LOVE DREAMERS.
#3: Connectivity & Partnerships


Introducing the “ORB”
– Partner sites: Oregon Coast, Wine Country,
  Oregon Wine Board
Introducing: Beta “TO Digital Ad Network”
– Display ad program
– Initial Rollout: 11 pages, 16 spots on TravelOregon.com
  only
TORP + TOOL
              OREGON. WE LOVE DREAMERS.
The “ORB” (Working title!)

What is it?
– Repository of all consumer Oregon tourism data
  (attractions, events, lodging, outdoors, dining)




              OREGON. WE LOVE DREAMERS.
“ORB” Timeline & Rollout


Feb. 1: Orb Version 0.5 (Beta!)
– “Orb” Events database
   • What: Authoritative source for statewide visitor
     friendly events
   • How can we interact? API or web based tools
   • RESTful API (Representational State Transfer, Application
     Programming Interface)
   • What can I do?: Allow authenticated users to
     upload, download, and interact with “Events” from
     their own websites and/or applications

                 OREGON. WE LOVE DREAMERS.
#3 Connectivity & Partnerships
    (cont’d)

Introducing: Beta “TO Digital Ad Network”
– Display ad program
– Initial Rollout: 11 pages, 16 spots on
  TravelOregon.com only
– Cost: $400/position (3 month commitment
  required; TO family advertisers rate:
  $300/month)


           OREGON. WE LOVE DREAMERS.
Placement Locations

Content Page                              Unit Size      2008 Estimated      # of spots
                                                         Traffic
                                                         (impressions/page
                                                         views)
Explore Oregon                            728 x 90       400,000             4
Explore Oregon/Oregon Coast               300 x 250      315,000             3
Explore Oregon/Southern Oregon            300 x 250      140,000             1
Explore Oregon/Portland Metro             300 x 250      150,000             1
Explore Oregon/Mt Hood Columbia           300 x 250      145,000             1

Explore Oregon/Willamette Valley          300 x 250      127,000             1
Explore Oregon/Central Oregon             300 x 250      97,000              1
Explore Oregon/Eastern Oregon             300 x 250      83,000              1
Experiences Landing                       300 x 250      108,000             1
Seasonal Offerings Landing                728 x 90       97,000              1
Travel Tools Landing                      300 x 250      100,000
                                   OREGON. WE LOVE DREAMERS.
                                                                             1
Fulfillment

Current functions:
 –   Call center
 –   Fulfillment
 –   TOOL
 –   TORP
 –   Consumer database
CRM Enhancements
 – Engage consumers: Provide tools consumers can use to share their
   experiences before, during and post trip. Make travel planning fun
 – Enhanced service: Find out more about consumers to better provide the
   info they seek when they need it
 – Connect them to their destination
     • Automated CRM-based lead system
     • Online chat/connect with regional partners


                     OREGON. WE LOVE DREAMERS.
Public Relations

Strategy: engagement - bring Oregon to the media
     Generate coverage that engages consumers,
     inspires them to request material and plan a trip
     Reinforce Travel Oregon as the respected media
     resource and Oregon as a must-see destination
     Prompt consumer interaction with the brand
                                                            Travel Oregon media kit
Share Your Stories, Personalities, Images, Video for…
    National Media Outreach: we proactively pitch stories of what’s new,
    emerging, and special in Oregon
    Oregon Oddities: 5x/yr, themed stories, quick and quirky, short-lead
    Only in Oregon: 2x/yr, seasonal stories, feature-oriented, long-lead
    Travel Oregon Image/Video Library: offered when journalists request
    images or b-roll for stories, often on deadline
                            OREGON. WE LOVE DREAMERS.
Publications

Published by Travel Oregon:
  Travel Oregon Magazine
  Oregon Trip Planner
  Scenic Byways Guide
  Travel Oregon Kid’s Guide

Published with partners:
  Ski Oregon Guide

  Storyline and advertising
  opportunities
                    OREGON. WE LOVE DREAMERS.
Consumer Trade Shows

Objective:
  Travel Oregon to assist RDMO and DMO’s to have a unified presence at
  existing domestic leisure travel shows.

Testing 2 shows this year:
   Times Adventure and Travel Expo: Los Angeles, CA
             – February 14-15, 2009
             – Potential sales mission
   Sunset Celebration: Menlo Park, CA
             – June 6-7, 2009
             – Contact: Linea Gagliano, linea@TravelOregon.com

                       OREGON. WE LOVE DREAMERS.
Tourism Development
                    Mission

“To assist communities and organizations to develop, enhance and
          implement quality tourism plans and products”


             Travel Oregon, strategic marketing plan & budget 2007 - 2009




                 OREGON. WE LOVE DREAMERS.
Tourism & Hospitality Consortium

Business & Tourism Town Halls
Each “Town Hall Event” is an open conversation about the perceptions
and realities of Oregon’s tourism and hospitality industry as it relates to the
business environment in Oregon. It serves as an opportunity to hear from
and interact with tourism and business leaders as they address the important
topics facing our local area and the state. Town Hall Dates:
    – November 4 – Eugene
    – November 20 - Jacksonville
    – December 12 – Lincoln City
    – December 18 – La Grande
    – TBA, 2009 – Central Oregon
    – TBA, 2009 – Mt.
      Hood/Gorge
    – TBA, 2009 – Willamette
      Valley          OREGON. WE LOVE DREAMERS.
State Welcome Center updates



– Portland International Airport
   » Opening Spring 2009

– Brookings/Crissey Field Welcome Center
   » Soft Opening December 4
   » Public Opening June 6

– Ashland/Siskiyou Welcome Center
                 OREGON. WE LOVE DREAMERS.
Governor’s Conference on Tourism




April 19-21, 2009
25th Anniversary

Salem Conference Center
Theme: Celebrate the Past, Envision the Future

Exhibitor, Sponsor and Advertiser opportunities available now
 – 25th Anniversary Commemorative Program

Attendee registration opens in January
                       OREGON. WE LOVE DREAMERS.
Oregon Q CARE – Customer
         Service Training

OregonQCare.com
Two levels of partnerships:
– Oregon Q Care Preferred Partner
   • An organization that is actively marketing the Oregon Q Care
     customer service training program to its members and industry as
     a whole: ORA, OLA, Associations, etc.
– Silver Star of Service Partner
   • Visitor industry businesses: restaurants, attractions, lodging
     facilities, gas stations, museums, etc.


                     OREGON. WE LOVE DREAMERS.
Matching Grants Program

Problems and suggested changes to the RDMO/DMO Letter of Support
requirement of the Matching Grants Program:

#1 YOU need more info from the grantee before you can decide if you support their project.
   •     We can make it a requirement that they send their grant project idea form that they have to fill out and
         send to Travel Oregon to their DMO and RDMO so you have all of that same information ahead of
         time.


#2 Deadline for grantees to contact their DMO’s and RDMO’s for Letters of Support.
   •     The deadline to apply in 2008 was Friday, August 22. We can set a 2 week before deadline (For 2008
         would have been August 8) that we tell them is the latest date they can contact you for a letter. After that
         date (and you know there will be people asking!) they either cannot ask you OR if they do ask you, you
         know that you can tell them NO!


#3 Communication.
   •     We encourage you to work with these grantees to fine tune their grant project ideas so they fit in with
         your strategic plan as much as possible. AND PLEASE communicate with us any information you
         would like us to know about this project or organization. We can share with the Grant Review
         Committee if you would like and can keep it confidential if you prefer.

                                OREGON. WE LOVE DREAMERS.
TIA’S Sustainable Tourism
      Initiative

Launching new site, www.travelgreen.org in
January 2009
Soliciting case studies from tourism
organizations’ environmental sustainability
programs
Due Friday December 12th
Contact: Kristin Dahl
kristin@traveloregon.com
             OREGON. WE LOVE DREAMERS.
Rural Tourism Studio

                  Winter 08-09 Program Design
                  Wallowa County has been
                  selected as the first pilot region
                  to receive assistance, Spring 09
                  Working with the pilot region to
                  establish their local steering
                  committee which will shape the
                  program
                  Looking to execute the program
                  in 2 more “test” regions for the
                  fall of 2009
     OREGON. WE LOVE DREAMERS.
First Stewardship Council met
            the first week of December
              Program launch January 12,
            2009
              National Geographic rep will
            visit region in Oregon Jan 14-16
             Community forums to solicit
            nominations: January-March
             Deadline to nominate:
            March 29, 2009
              www.thecentralcascades.com

Central Cascades
Geotourism Initiative
  OREGON. WE LOVE DREAMERS.
Oregon: The Land that Bicycles Dream About
           (.COM)   OREGON. WE LOVE DREAMERS.

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12/09 Travel Oregon Partnering Opportunities Presentation

  • 1. Travel Oregon Partnering Opportunities 2009-10 OACVB Meeting December 8, 2008 OREGON. WE LOVE DREAMERS.
  • 2. Purpose of Presentation Bring Travel Oregon, RDMOs & DMOs together Present partnering opportunities in advance of budget building for 2009-10 time period Kick off the Regional Cooperative Marketing Program (RCMP) Discussion / questions Not an overview of all Travel Oregon programs Programs subject to change based on Commission approval and budget forecasts OREGON. WE LOVE DREAMERS.
  • 3. Travel Oregon Strategic Plan 2009-11 Biennium Strategic Plan Fall – survey sent to DMOs and tourism industry Oct. through March – building plan Public forums at Commission Meetings Dec. & Feb. April –Review draft plan highlights at Commission meeting. Plan will be posted after conference for minimum of 30 days June – final plan approval OREGON. WE LOVE DREAMERS.
  • 4. Regional Cooperative Marketing Program (RCMP) RCMP is a Travel Oregon program “Within the scope of the legislation, the Oregon Tourism Commission may appropriate as much as 15% of the revenue from the statewide lodging tax to Oregon’s tourism regions for cooperative regional and multi-regional marketing efforts” Goals of the Regional Cooperative Marketing Program: Maximize the benefits to Oregon’s economy from the statewide lodging tax Encourage multi-regional and targeted niche marketing (focused on out of state and international visitors) Maximize economic benefits provided by the RCMP program to the seven regions Leverage Oregon Tourism Commission’s programs Deliver consistent messages, outstanding experiences, and efficient use of resources Implement program in a manner that is efficient for both the RDMOs and the Travel Oregon staff OREGON. WE LOVE DREAMERS.
  • 5. RCMP Timeline Dec. – kick off Feb. – Todd provides revenue forecasts to Commission at Feb. Commission meeting. RCMP forecasts then provided to regions Jan.-March - RDMO marketing committees build plans April – RDMOs present proposed programs/budgets to Travel Oregon (week of Gov’s Conference) April/May – Plan negotiation between Travel Oregon team and regions. Travel Oregon team gives approval pending Commission review June – Plans reviewed by Commissioners and approved at Commission meeting OREGON. WE LOVE DREAMERS.
  • 6. International Sales & Marketing and Domestic Travel Trade OREGON. WE LOVE DREAMERS.
  • 7. International Marketing & Sales Highlights of Strategic Plan 2009-11 – Promote inbound leisure travel with focus on target markets and international PDX non-stop flights and non- stops to Seattle and SFO – Increase marketing efforts in Canada, with focus on B.C. Motor-coach operators, FIT and Golf operators – Leverage Travel Channel Europe marketing opportunities with Tour Operators and Journalists in all markets – Build product in emerging markets, Korea, China, India, Russia and Australia OREGON. WE LOVE DREAMERS.
  • 8. All Markets Research Trips Media and Travel Trade Research Trips – Focus of fall and winter months to host research trips (summer is preferred travel time) – Recommend: RDMO budget minimum -$5000 to $10,000 funds for Research Trips – Local DMO participation is highly recommended, join for dinners or activities, including non-financially supported trips OREGON. WE LOVE DREAMERS.
  • 9. European Marketing Activities Partner Opportunities – UK: WTM 2010, $3000, 2009 Sales Mission opportunity TBD – Germany: ITB 2009-11, March, $3,000* – All Markets: Pow Wow 2010-11, Spring, $3,000 (waitlist) – All Markets: NAJ East and West, January/June, 2009-11 $1100 – All Markets: Go West, 2009-11, $1300 – Visit USA shows in Netherlands, France, and other markets will be attended by TO staff, leads distributed, no delegations planned – Media and Journalist Research Trips are planned for all key markets, Germany, UK, France, Netherlands and Italy, on going – Exploring Russia, Eastern Europe and Scandinavia for product development *all costs on this page reflect cost per show each year OREGON. WE LOVE DREAMERS.
  • 10. Europe Marketing & Promotions Travel Channel Europe television series: website advertising due by Dec. 29, 2009, rate sheet available Special promotions with tour operators for streaming video and website links. Special Events at ITB 09, POW WOW 09 and WTM 09 Radio promotion in France will offer giveaways for accommodations, meals and attractions Online Niche, Incentive, and Social Networking Marketing. Example: Goseeoregon.com tour operator advertising Co-op Advertising with Receptive and Tour Operators: $500-$1500 OREGON. WE LOVE DREAMERS.
  • 11. Asia Marketing Activities September 2009-11: JATA – World Travel Fair, Japan, $2,000*, Sales Mission tied into JATA TBD November 2010: CITM – China International Travel Mart, Shanghai, China, $2,000 NAJ West January 2010-11, $1,100 Active America Spring 2010-11, Travel Oregon staff to attend May 2009-11: International Pow Wow, wait list June 2009-11: KOTFA – Korea Travel Expo, Seoul, Korea, $2,000, TO staff to attend Media and Journalist Research Trips, focus on shoulder seasons, culinary, student trips and golf, ongoing *all costs on this page reflect cost per show each year OREGON. WE LOVE DREAMERS.
  • 12. Asia / Pacific Rim Strategies South Korea now a visa waiver country, with predicted inbound leisure travel to grow. – Attending Kofta in June 09 to develop opportunities for new product in tour operator brochures and media trips; focus on golf China and India are both emerging markets – Targeted efforts include CITM, working with NTA Tour Operators, official operators for China market. Education of suppliers is key for both markets Culinary and Golf will be targets for Asia and water-related tourism for India Australia: US is the most popular international destination with an average of 22 days per stay – Australian dollar has gained against the US dollar – Australian vacation time corresponds to Oregon’s shoulder seasons – TO will attend Visit USA Show in Australia in 2009 OREGON. WE LOVE DREAMERS.
  • 13. Domestic & Canada Travel Trade Strategies Increase Oregon tourism product through packaged tour operators, focusing on Oregon’s unique experiences Focus: family travel, smaller groups, girlfriend getaways, culinary Build on success of NTA 08 sponsored lunch and tour operator dinner Implement action items to support above strategies in collaboration with OTTA Increased focus on Canadian market, targeting BC motor coach, FIT, shopping and golf packages, consumer direct online and print advertising OREGON. WE LOVE DREAMERS.
  • 14. Domestic and Canada Travel Trade Activities Domestic Market – NTA Spring Meet, 09/11 TBD – National Tour Association Convention, November 09-11 Cost: $2,300 – LA Sales Mission, dates TBD – American Bus Association: January/February 09-11 Cost: $1,150 – Travel Alliance Partners, June 09-11 Travel Oregon staff attends by invitation only – OTTA membership Canada Market – Addison Travel Show, Vancouver: January 09–11, and Calgary/Toronto: August 09-11, $1,400 – Media and Tour Operator Research Trips are ongoing in both markets OREGON. WE LOVE DREAMERS.
  • 15. Advertising Co-ops – All Markets Travel Channel Europe Website, rate sheet available Discover America USA Travel Guide: Travel Oregon – 1,250,000 distribution in German speaking countries, Japan, Mexico, Italy, France, and UK, American Journal, Scandinavia, Netherlands – 1 page Travel Oregon ad. Variety of co-op rates available based on TIA membership, etc. Example: ¼ page ad: (based on 2008 prices) $11,960-$14,260 Germany: Travel Oregon 3 inserts per year – Co-op rates available from $1000-$6000. 40,000 distribution, six issues per year Courier: Travel Oregon 2 inserts per year, ¼ page $500 per partner, 6,000 distribution, monthly Canada: Consumer Pubs and online: TBD Adhoc opportunities for niche pubs, tour operator brochures and online, all markets: $500-$2000 OREGON. WE LOVE DREAMERS.
  • 16. Domestic Consumer Marketing ………………………………………… OREGON. WE LOVE DREAMERS.
  • 17. Consumer Marketing Programs 2 Year/$5+ million campaign Media/Advertising Public Relations & Publications – Media outreach and production of visitor guides Promotions, Broadcast & Strategic Alliances – Oregon Bounty, Livewire, Golf Promotion Interactive – Website, blog, e-newsletter Fulfillment – Guide distribution, call center, CRM, TOOL, TORP OREGON. WE LOVE DREAMERS.
  • 18. Consumer Marketing Objectives – Direction for new Biennium Plan Continue to engage consumers in the Oregon Brand Breakthrough clutter by focusing our messaging Drill down messaging to key themes during key time frames Build community and connection with consumers who identify with the Oregon mindset Leverage Oregon fans to tell their stories/share their tips OREGON. WE LOVE DREAMERS.
  • 19. Strategic Enhancements in Domestic Consumer Marketing Seasonal Focus – Culinary in Fall/Outdoor Recreation in Spring New spring outdoor promotion – Golf Leveraging Oregon Fans – Development of tools to help them share their experiences Co-operative Marketing Opportunities – Increased opportunities that are more affordable Sustainability – Internal/external programs OREGON. WE LOVE DREAMERS.
  • 20. Longwoods Research $ 2.00 $ 1.80 Ad Accountability: $ 1.60 $ 1.40 The results from 2004 show the $ 1.20 “Oregon Dreamer” ads work $ 1.00 $ 0.80 – 6:1 ROI $ 0.60 – Spending generated per ad dollar is $ 0.40 at $159 (up 39% from ‘01) $ 0.20 The study is fielded every 4 years $ 0.00 2001 2004 Cost to Generate One Trip Has Decreased by 32% Visitor Profile: Funded by Travel Oregon and the 7 regions Fielded every 2 years OREGON. WE LOVE DREAMERS.
  • 21. Overall Response Rates Response to Advertising (2004-2008) 250,000 200,000 150,000 100,000 50,000 2004 2005 2006 2007 2008 0 January February March April OREGON. WE LOVE DREAMERS. May June July August September October November December
  • 22. Oregon. We Love Dreamers. Oregon is home to an inordinate number of people who not only dream big, but who make those dreams happen OREGON. WE LOVE DREAMERS. Genuine. Visionary. Stewardship.
  • 23. Advertising/Media Objectives Overall Continue to grow awareness that Oregon is a premier travel destination Stimulate interest/response for additional information Target: – Adults 25-64 – Spend $1,000+ on Vacation Travel – Live in CA, OR, ID, WA (secondary: NY and Vancouver BC) This Year Continue to stand out in a crowded category Address the evolving trends in travel – More trips being planned on the internet – Economic Realities Effectively utilize our budget, which is comparable to last year OREGON. WE LOVE DREAMERS.
  • 24. Advertising/Media Strategy Break fiscal year into two focused seasonal marketing pillars: Fall '09 - Culinary Tourism Spring '10 - Outdoor Recreation Communication: Oregon chefs, vintners, brewers, Oregon golf, hiking, fishing, skiing, wind farmers, farmers markets, etc. surfing, cycling, etc. Media: Titles/Websites appealing to culinary Titles/Websites appealing to adventure tourists within our target audience tourists within our target audience Promotion: Oregon Bounty Develop Golf Promotion Advantages • Oregon stands out with focused advertising messages • Highlights the State’s greatest assets…within season • Leverages the success of Oregon Bounty • Partners can build co-ops around seasonal focus…when consumers are more likely to plan seasonal travel OREGON. WE LOVE DREAMERS.
  • 25. FY’09/’10 Media Plan Snapshot 2009 2010 TOTAL TOTAL MEDIA J A S O N D J F M A M J Impressions Spend % CULINARY/BOUNTY - national/local print 18,634,000 $758,685 32.4% - online banners & sponsorships 17,500,000 $250,000 10.7% - google keyword search 1,375,000 $50,000 2.1% - mobile banners & call to click 3,000,000 $50,000 2.1% - bounty radio partnership 8,894,500 $200,000 8.5% CULINARY SUBTOTAL 49,403,500 $1,308,685 56.2% OUTDOOR/RECREATION - national/local print 14,160,000 $327,287 14.0% - online banners & sponsorships 17,500,000 $250,000 10.7% - google keyword search 1,375,000 $50,000 2.1% - madden insert 875,000 $37,000 1.6% - golf initiative 10,020,000 $305,000 13.0% OUTDOOR REC SUBTOTAL 43,930,000 $969,287 41.6% OPPORTUNISTIC/TEST FUNDING $50,000 2.1% MEDIA TOTALS 93,333,500 $2,327,971 100.0% BUDGET $2,340,000 OVER/UNDER $12,029 1+ REACH = 62% // AVG FREQUENCY = 5.7x // 3+ REACH = 38.6% Note: Confidential and subject to change OREGON. WE LOVE DREAMERS.
  • 26. Magazine Highlights Culinary (Fall ’09) OREGON. WE LOVE DREAMERS. Outdoor (Spring ’10) Note: Confidential and subject to change
  • 27. Vancouver BC – Consumer Test Market In conjunction with the TO International team, we’re exploring a possible advertising initiative in Vancouver BC – Opportunity to build Travel Oregon brand awareness in this city – Mine this “nearby” International market Target Audience: – A25-64 who live in BC & traveled to Western States in past 3 yrs Timing: one campaign season in FY’09/’10 Potential plan: would feature a media mix based on similar deliveries in domestic plan (single season) OREGON. WE LOVE DREAMERS. Note: Images do not represent a final media mix
  • 28. Co-op Programs Takes Consumer From Inspiration to Purchase – Provides a platform for our partners to highlight what their regions have to offer Brand Campaign Co-op Partner Pg Dreamer ads create Showcases tangible awareness for and travel experiences, provide inspiration products and to visit our State by move visitors farther packages that can telling a wide down the buying cycle be purchased breadth of unique throughout Oregon stories that capture the depth of the Oregon experience OREGON. WE LOVE DREAMERS.
  • 29. Print Co-ops: Creative Revised co-op units in the works 2 pages – Page 1: Oregon Dreamer Page (new format) – Page 2: Co-op page unit (similar to last year’s) Features the Travel Oregon brand elements Provides efficiencies to the Travel Oregon media buy Standard Pg 2 Co-op Ad OREGON. WE LOVE DREAMERS.
  • 30. Print Co-ops: Opportunities Planned Co-ops GEOGRAPHIC COST OF MAGAZINE ISSUE SEASON DISTRIBUTION CIRC. DEADLINE PG Bon Appetit July 2009 Culinary OR, CA, WA, ID 331,000 3/20/2009 $15,937 August 2009 Culinary OR, CA, WA, ID 331,000 4/20/2009 $15,937 September 2009 Culinary OR, CA, WA, ID 331,000 5/20/2009 $15,937 October 2009 Culinary OR, CA, WA, ID 331,000 6/21/2009 $15,937 Budget Travel Jul/Aug 2009 Culinary OR, CA, WA, ID 125,000 4/1/2008 $4,556 Sep 2009 Culinary OR, CA, WA, ID 125,000 6/1/2008 $4,556 Oct 2009 Culinary OR, CA, WA, ID 125,000 7/1/2008 $4,556 March 2010 Outdoor Rec. OR, CA, WA, ID 125,000 12/1/2008 $4,736 April 2010 Outdoor Rec. OR, CA, WA, ID 125,000 1/1/2009 $4,736 May 2010 Outdoor Rec. OR, CA, WA, ID 125,000 2/1/2009 $4,736 Golf Digest March 2010 Outdoor Rec. OR, CA, WA, ID, UT, AZ, MT 270,000 11/20/2008 $10,641 April 2010 Outdoor Rec. OR, CA, WA, ID, UT, AZ, MT 270,000 12/18/2008 $10,483 May 2010 Outdoor Rec. OR, CA, WA, ID, UT, AZ, MT 270,000 1/18/2009 $10,483 Gourmet July 2009 Culinary OR, N.CA, N. NV, WA, ID 147,000 4/1/2008 $10,478 August 2009 Culinary OR, N.CA, N. NV, WA, ID 147,000 5/1/2008 $10,478 September 2009 Culinary OR, N.CA, N. NV, WA, ID 147,000 6/1/2008 $10,478 October 2009 Culinary OR, N.CA, N. NV, WA, ID 147,000 7/1/2008 $10,478 National Geographic March 2010 Outdoor Rec. National 625,000 11/23/2008 $8,663 Adventure April 2010 Outdoor Rec. National 625,000 12/23/2008 $8,663 May 2010 Outdoor Rec. National 625,000 2/1/2009 $8,663 The New Yorker July 2009 Culinary OR, SF, SAC, LA, SEA, NYC 372,000 5/15/2008 $25,783 August 2009 Culinary OR, SF, SAC, LA, SEA, NYC 372,000 6/15/2008 $25,783 September 2009 OREGON. WE SAC, LA, SEA, NYC Culinary OR, SF, LOVE DREAMERS. 372,000 7/15/2008 $25,783 Note: rates and media schedule subject to change
  • 31. Madden Integrated Media Campaign Planning to participate in this lead-generating program for Spring 2010 Distribution: – CA - Los Angeles, Sacramento, SF; OR - Eugene, Medford, Portland, Salem; WA - Kennewick/Tri-City, Seattle, Spokane, Vancouver, Yakima; ID – Boise; Canada – Vancouver BC Circulation: 874,000 2008 Results: averaged 8,000 leads – 40% more than in 2007 Rates: – Contact Lisa Heavers for final rates (866-921-0130) – Estimated net rates range… • from $33K (full page) • to $3K (for small space brochure ad) OREGON. WE LOVE DREAMERS.
  • 32. Oregon Golf Promotion Travel Oregon is developing a Golf Promotion that builds awareness amongst high-yield golf consumers that Oregon is a great golf travel destination where they can experience world-class (but affordable) golf, culinary/dining, and shopping experiences – Drive leads and overnight visits from vacation golfers – Increase rounds played Final program is TBD but will likely be a combination of print and online – Leverage existing Travel Oregon channels and purchase relevant golf media – Educate vacation golfers Various tiers for our partners to buy into, ranging from $2,500-$30,000 Timing: Spring 2010 OREGON. WE LOVE DREAMERS.
  • 33. Online Co-op Opportunities Additional online co-op opportunities to consider in your budgets: – Possible Oregon Bounty promotion on Travelocity.com Fall 2009 • Dependant on results of 2008 buy – Travel Oregon brand online co-op buy – in development. Possible directions include… • Display banner model • Shared search engine buy OREGON. WE LOVE DREAMERS.
  • 34. Oregon Bounty 2008 OREGON. WE LOVE DREAMERS.
  • 35. Bounty Direction 2009 Idea TBC: Focus on recipes and chefs Bounty Co-op Opportunities: – All regions will be featured – Set aside funds for late summer/fall advertising to support regional push (SOVA example next slides) – Buy a Bounty co-op insert on TO plan – Buy into the online co-op (Travelocity or other – range TBD $2,500-$30,000) OREGON. WE LOVE DREAMERS.
  • 36. OREGON. WE LOVE DREAMERS.
  • 37. OREGON. WE LOVE DREAMERS.
  • 38. Interactive Marketing 2009-10 Strategic Direction Goal: ENGAGE in a conversation with consumers and provide them INSPIRATION, INFORMATION and TOOLS for their OREGON vacation experience 1. Showcase the Oregon experience 2. Engage at every stage of the trip 3. Improve connectivity & partnerships OREGON. WE LOVE DREAMERS.
  • 39. #1: Showcasing The Oregon Experience Continue to build TO as the “go-to” source for the Oregon experience OREGON. WE LOVE DREAMERS.
  • 40. #1: Showcasing The Oregon Experience…(cont’d) TravelOregon.com: Continue to offer wide breadth of content…but evolve… • “Surfacing” and “storytelling” OREGON. WE LOVE DREAMERS.
  • 41. #1: Showcasing The Oregon Experience…(cont’d) Extend the brand and connect with fans wherever they are via applications and “embassies” Provide platform and encourage fans to tell their stories via aps and embassies OREGON. WE LOVE DREAMERS.
  • 42. #1: Showcasing The Oregon Experience…(cont’d) Close storytelling gap via compelling video stories Travel Oregon w/ Grant McOmie (working title) 28 episodes in 3 months Airing: TO.com; KGW.COM & KGW & NWCN TV Start date: Spring 2009 OREGON. WE LOVE DREAMERS.
  • 43. #2 Engage At Every Stage of Trip Experience Engage at Every Stage of Trip Inspiration Information Compare/ Decide Buy Trip Post Trip OREGON. WE LOVE DREAMERS.
  • 44. #3: Connectivity & Partnerships Introducing the “ORB” – Partner sites: Oregon Coast, Wine Country, Oregon Wine Board Introducing: Beta “TO Digital Ad Network” – Display ad program – Initial Rollout: 11 pages, 16 spots on TravelOregon.com only TORP + TOOL OREGON. WE LOVE DREAMERS.
  • 45. The “ORB” (Working title!) What is it? – Repository of all consumer Oregon tourism data (attractions, events, lodging, outdoors, dining) OREGON. WE LOVE DREAMERS.
  • 46. “ORB” Timeline & Rollout Feb. 1: Orb Version 0.5 (Beta!) – “Orb” Events database • What: Authoritative source for statewide visitor friendly events • How can we interact? API or web based tools • RESTful API (Representational State Transfer, Application Programming Interface) • What can I do?: Allow authenticated users to upload, download, and interact with “Events” from their own websites and/or applications OREGON. WE LOVE DREAMERS.
  • 47. #3 Connectivity & Partnerships (cont’d) Introducing: Beta “TO Digital Ad Network” – Display ad program – Initial Rollout: 11 pages, 16 spots on TravelOregon.com only – Cost: $400/position (3 month commitment required; TO family advertisers rate: $300/month) OREGON. WE LOVE DREAMERS.
  • 48. Placement Locations Content Page Unit Size 2008 Estimated # of spots Traffic (impressions/page views) Explore Oregon 728 x 90 400,000 4 Explore Oregon/Oregon Coast 300 x 250 315,000 3 Explore Oregon/Southern Oregon 300 x 250 140,000 1 Explore Oregon/Portland Metro 300 x 250 150,000 1 Explore Oregon/Mt Hood Columbia 300 x 250 145,000 1 Explore Oregon/Willamette Valley 300 x 250 127,000 1 Explore Oregon/Central Oregon 300 x 250 97,000 1 Explore Oregon/Eastern Oregon 300 x 250 83,000 1 Experiences Landing 300 x 250 108,000 1 Seasonal Offerings Landing 728 x 90 97,000 1 Travel Tools Landing 300 x 250 100,000 OREGON. WE LOVE DREAMERS. 1
  • 49. Fulfillment Current functions: – Call center – Fulfillment – TOOL – TORP – Consumer database CRM Enhancements – Engage consumers: Provide tools consumers can use to share their experiences before, during and post trip. Make travel planning fun – Enhanced service: Find out more about consumers to better provide the info they seek when they need it – Connect them to their destination • Automated CRM-based lead system • Online chat/connect with regional partners OREGON. WE LOVE DREAMERS.
  • 50. Public Relations Strategy: engagement - bring Oregon to the media Generate coverage that engages consumers, inspires them to request material and plan a trip Reinforce Travel Oregon as the respected media resource and Oregon as a must-see destination Prompt consumer interaction with the brand Travel Oregon media kit Share Your Stories, Personalities, Images, Video for… National Media Outreach: we proactively pitch stories of what’s new, emerging, and special in Oregon Oregon Oddities: 5x/yr, themed stories, quick and quirky, short-lead Only in Oregon: 2x/yr, seasonal stories, feature-oriented, long-lead Travel Oregon Image/Video Library: offered when journalists request images or b-roll for stories, often on deadline OREGON. WE LOVE DREAMERS.
  • 51. Publications Published by Travel Oregon: Travel Oregon Magazine Oregon Trip Planner Scenic Byways Guide Travel Oregon Kid’s Guide Published with partners: Ski Oregon Guide Storyline and advertising opportunities OREGON. WE LOVE DREAMERS.
  • 52. Consumer Trade Shows Objective: Travel Oregon to assist RDMO and DMO’s to have a unified presence at existing domestic leisure travel shows. Testing 2 shows this year: Times Adventure and Travel Expo: Los Angeles, CA – February 14-15, 2009 – Potential sales mission Sunset Celebration: Menlo Park, CA – June 6-7, 2009 – Contact: Linea Gagliano, linea@TravelOregon.com OREGON. WE LOVE DREAMERS.
  • 53. Tourism Development Mission “To assist communities and organizations to develop, enhance and implement quality tourism plans and products” Travel Oregon, strategic marketing plan & budget 2007 - 2009 OREGON. WE LOVE DREAMERS.
  • 54. Tourism & Hospitality Consortium Business & Tourism Town Halls Each “Town Hall Event” is an open conversation about the perceptions and realities of Oregon’s tourism and hospitality industry as it relates to the business environment in Oregon. It serves as an opportunity to hear from and interact with tourism and business leaders as they address the important topics facing our local area and the state. Town Hall Dates: – November 4 – Eugene – November 20 - Jacksonville – December 12 – Lincoln City – December 18 – La Grande – TBA, 2009 – Central Oregon – TBA, 2009 – Mt. Hood/Gorge – TBA, 2009 – Willamette Valley OREGON. WE LOVE DREAMERS.
  • 55. State Welcome Center updates – Portland International Airport » Opening Spring 2009 – Brookings/Crissey Field Welcome Center » Soft Opening December 4 » Public Opening June 6 – Ashland/Siskiyou Welcome Center OREGON. WE LOVE DREAMERS.
  • 56. Governor’s Conference on Tourism April 19-21, 2009 25th Anniversary Salem Conference Center Theme: Celebrate the Past, Envision the Future Exhibitor, Sponsor and Advertiser opportunities available now – 25th Anniversary Commemorative Program Attendee registration opens in January OREGON. WE LOVE DREAMERS.
  • 57. Oregon Q CARE – Customer Service Training OregonQCare.com Two levels of partnerships: – Oregon Q Care Preferred Partner • An organization that is actively marketing the Oregon Q Care customer service training program to its members and industry as a whole: ORA, OLA, Associations, etc. – Silver Star of Service Partner • Visitor industry businesses: restaurants, attractions, lodging facilities, gas stations, museums, etc. OREGON. WE LOVE DREAMERS.
  • 58. Matching Grants Program Problems and suggested changes to the RDMO/DMO Letter of Support requirement of the Matching Grants Program: #1 YOU need more info from the grantee before you can decide if you support their project. • We can make it a requirement that they send their grant project idea form that they have to fill out and send to Travel Oregon to their DMO and RDMO so you have all of that same information ahead of time. #2 Deadline for grantees to contact their DMO’s and RDMO’s for Letters of Support. • The deadline to apply in 2008 was Friday, August 22. We can set a 2 week before deadline (For 2008 would have been August 8) that we tell them is the latest date they can contact you for a letter. After that date (and you know there will be people asking!) they either cannot ask you OR if they do ask you, you know that you can tell them NO! #3 Communication. • We encourage you to work with these grantees to fine tune their grant project ideas so they fit in with your strategic plan as much as possible. AND PLEASE communicate with us any information you would like us to know about this project or organization. We can share with the Grant Review Committee if you would like and can keep it confidential if you prefer. OREGON. WE LOVE DREAMERS.
  • 59. TIA’S Sustainable Tourism Initiative Launching new site, www.travelgreen.org in January 2009 Soliciting case studies from tourism organizations’ environmental sustainability programs Due Friday December 12th Contact: Kristin Dahl kristin@traveloregon.com OREGON. WE LOVE DREAMERS.
  • 60. Rural Tourism Studio Winter 08-09 Program Design Wallowa County has been selected as the first pilot region to receive assistance, Spring 09 Working with the pilot region to establish their local steering committee which will shape the program Looking to execute the program in 2 more “test” regions for the fall of 2009 OREGON. WE LOVE DREAMERS.
  • 61. First Stewardship Council met the first week of December Program launch January 12, 2009 National Geographic rep will visit region in Oregon Jan 14-16 Community forums to solicit nominations: January-March Deadline to nominate: March 29, 2009 www.thecentralcascades.com Central Cascades Geotourism Initiative OREGON. WE LOVE DREAMERS.
  • 62. Oregon: The Land that Bicycles Dream About (.COM) OREGON. WE LOVE DREAMERS.