rcc - partnership opportunities
TRANSCRIPT
Folks don’t come
to Oregon to get
away from it all.
They come here
because they need
more of
something.
Oregon. We Love Dreamers.
Advertising
Message:
Position Oregon as the travel
destination for outdoor recreation.
Focus on:
Fall
Culinary
Oregon Bounty
Position Oregon as a premiere
foodie destination. Feature stories
may include:
Spring
Outdoor Recreation
Oregon Adventurecation
•Hiking
•Cycling
•Golf
•Outdoor Adventure
•Oregon Chefs
•Vintners, Brewers, Distillers
•Chocolate/Cheesemakers
•Fishermen
•Ranchers
Run Travel Oregon video of the
Oregon Hiker
T
Run video of Travel Oregon spring tv spots
USA:
Primary
• Adults 25-64
• spend at least $1,000 per year on travel
• Who live in drive markets: Oregon, Washington, Northern
California, and Idaho
Secondary
• Southern California and Vancouver BC
Mature Markets:
• Canada – lowest hanging fruit, mainly Western Canada/B.C.
• Europe: UK, Germany – 6-7 weeks annual vacation, US is dream destination;
Euro & pound stronger than US dollar
• Japan: #1 producing overseas market
Secondary:
• France, Netherlands, Scandinavia –
• Australia, New Zealand -
• South Korea/Taiwan
Emerging: China – fastest growing market
Run video of Brand USA campaign
• What motivates Oregon’s target audience? They:
– Value connections & experiences over acquiring the
next new thing
– Hunger for authentic adventure and exploration
– Desire discovery – secret ocean trail, meeting the
rancher, the winemaker, etc.
– Are driven by their values: attracted by Oregon’s
lifestyle – independent, commitment to
stewardship & sustainability
“There are few places on earth, and even fewer in the
United States, whose mention evokes an image of a
lifestyle and a type of individual the way Oregon
does…(the brand campaign) showcases what is most
loved about the state by those of us who live here and
what is most longed for by those who do not. A
ruggedness. An intelligence. A respect for the
environment. And a wildness of land and spirit that is
lacking elsewhere.”
• USA:
– Oregon
– Washington
– California/Bay Area
• International:
– Canada – Vancouver B.C.
– Japan – history and awareness of Central OR,
ski product has introduced them to the area
– Europe – all key markets from previous slide
• Golf
• Skiing
• Water recreation (rafting, kayaking, etc.)
• Fishing
• Cycling
• Corporate Incentive Travel
•International:
–Canada – golf big product; Chinese tour groups from Vancouver BC
–Wild West, Native America heritage (Warm Springs, Kahneeta, Smith Rock)
–Asia – Central OR skiing is a growth market
–Tax Free shopping
–Technical tours for Asia in Prineville
• Family travel
• Microbreweries
• Ranches/Farm way of life
• Native American
• Group meetings
• Team Sport Travel
•
•
• Travel Oregon:
– our job is to inspire people to choose Oregon for a
vacation
• Regional & Local DMOs
– Motivate / inspire people to choose YOUR part of
Oregon
• Local Businesses & Attractions
– Get people to choose YOUR business in
YOUR destination
Local Businesses, Services, Attractions
River Canyon Country Destination Marketing Group
Regional DMO (Central Oregon Visitors Association)
Travel Oregon
Target Markets
• Marketing Budget: approximately $6 million/year
• Media/Advertising
– $2-2.5 million ad campaigns/year (fall & spring)
• Media Relations
- Pitching stories to media
• Integrated Marketing
– Digital channels + content
• Partnership Marketing + Promotions
• Fulfillment
– Guide distribution, call center
Benefits of
working with your
DMO/RDMO…
They are
Destination
Curators!
(i.e. creators +
curators of amazing
content that helps
tells the story of
your area )
Things Have Changed for DMOs
(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
– If you do nothing else, make sure your businesses, attractions, trails, etc. are listed on
www.TravelOregon.com
How do you do that…..?
When you submit the following listings to COVA, they appear on both VisitCentralOregon.com & TravelOregon.com
• Attractions Listings
– Free
– Submit via a regional representative
• Events Listings
– Free
– Submit via a regional representative
• Places to Eat/Stay Listings
– Free
– Submit via a regional representative
• Cycling Routes, cycling events on RideOregonRide.com (affiliated website managed by Travel Oregon)
-Free
-http://rideoregonride.com/suggest/
• Online Business Listings
– Free
– See handout for how to do this
• Outdoor Trails & Parks
– Free
– Talk with Wildernet.com, State Parks
• Important – always try to
submit a photo with your
listing and a colorful
description. It makes
your business stand out
• Listings with photos rise
to the top on
TravelOregon.com
Good Example!
• Travel Oregon Blog
• Online Trips & Itineraries
• General E-Newsletter
• Niche E-Newsletter
• Grant’s Getaways
• Visitor Guide
• Social Media
• Media pitches & fam itineraries
2.2 million unique visits a year
5 stories
published a
month
1 story per week
on KGW
Portland and on
their Website &
Travel Oregon
Ongoing; as
needed
Over 180,000 active subscribers
• If eligible, place your brochures at nine Welcome Center Gateways to the State. – Annual contract
– Costs vary
– Contact
• Connects visitors to local
ambassadors
• Year 1: 605 questions answered
• 15 ambassadors recruited
• Year 2: rollout to visitor center
staff!
“Any suggestions on
what I should stop and
get pics of enroute to
LaPine?”
Smith Rock is stunning, as are
Dillon & Benham Falls on the
Deschutes. Detour up Century
Drive to view the snowy
Cascades! Bend’s Drake Park is
lovely this time of year. Trees with
fall foliage by the river. Good excuse
to grab lunch downtown, too.
– Set a twitter search for #AskOR
– Monitor TO Facebook page
– Respond if/when appropriate
– How do we expand scope of program to visitor
centers (e.g., Adventure Center, Eugene) and your
visitor center experts?
• Identify experiences that will attract
your target audience to visit
– Get away from city life
– Overnight in a hotel, inn, B&B or at a
resort
• Develop itineraries bringing those
experiences to life
• Share these stories with your tourism
marketing partners
• Adventure
• Immersion in nature
• Romance
• Learning
• Cultural enrichment
• Escape
• Reconnect with
friends and family
Come to River Canyon Country to:
• Experience authentic America West
way of life
• Understand Native American culture
by participating in festivals and
events
• Learn where your food comes from
by experiencing our farming and
ranching way of life
• Characters
• History and perspective
• Places people can visit
• Events
• Active language sparking
interest
• Clear email subject lines
– Example: New Cowboy-
themed hotel in Prineville
• Great photos or videos
DIY/Crafters
• Stay at Brasada
Ranch
• Experience the Fall Wool
Gathering
• Visit Imperial Stock
Ranch/Imperial Yarn
• Take a yoga class or enjoy a spa
treatment at Brasada Ranch
• Quaff craft beer and enjoy
vegetarian friendly fare at Solstice
Brewing
Families
• Sleep on a
real reservation at Kah-Nee-Ta
• Participate in the Pi-Ume-Sha
Treaty Days Powwow
• Take a N8TV guided white
water rafting tour and learn
local history
• Eat Indian Fry Bread at the
Eagle Crossing Restaurant right
on the Deschutes River
• Annual Travel Oregon tour organized and quarterly
callouts through COVA
– What’s new and trending
• Email us updates:
– Kristine McConnell, Industry Relations Manager, Central
Oregon Central Oregon Visitors Association,
– Linea Gagliano, Global Communications Manager, Travel
Oregon, [email protected]
• Travel Oregon RTS Media Relations Worksheet
– Discuss this afternoon
• In-country representatives in major markets: Germany, UK, France, Scandinavia, Benelux, Japan, China, Australia, and Canada
• Host Media & Tour Operator Research trips
• Travel agent education
• Trade shows
• Cooperation with air carriers, focus on international non-stop service to Europe and Asia from Portland
• Canada is number one inbound International market, focus on Western BC and Alberta, Chinese Canadian and Motor coach markets
• Domestic Motor coach Market: Oregon Tour Operator Product has increased, looking for “authentic” experiences
• International travel symbol
• Research trips: host media and Tour Operators for Travel Oregon & COVA
• Attend Trade shows (request leads through COVA)
• Attend International seminars at Governor’s Conference and Regional Seminars
• Get to know the Travel Oregon Global Sales Team – attend a Travel Oregon 101 session!
• Work with Tour Operators by responding to leads forwarded by your RDMO (COVA)
• Domestic tour operators: join Oregon Tour and Travel Alliance for leads and trade show opportunities and National Tour Association
• Contact: [email protected] for more information
Run video of From Oregon with Love
