Post on 14-May-2015
Travel Oregon:Winning the Hearts of
Experience Hungry Travelers
Rural Tourism Studio McKenzie RiverMay 2011
Our Goal this Morning
1. How do we inspire visitors to choose Oregon -How we market & sell Oregon
2. How can your communities and businesses can take advantage of these marketing opportunities:
-Through Travel Oregon-Through your Regional DMO and Local DMO
ROLL Travel Anthem Video
Folks don’t come to Oregon to get
away from it all. They come here
because they need more
of something.
Rich Storytelling & InspirationAuthentic. Visionary. Stewardship.
“Increasingly what will make us happy is spending our time and our money satisfying the desire for authenticity.”-Joseph Pine, TED Conference
“…people receive more enduring pleasure and satisfaction from investing in life experiences than material possessions.”-Professor Leaf Van Boven, University of Colorado/Cornell Study
Travel Oregon: Strategic Media Roles
SearchTV
INSPIRE
–
Make an Oregon experience top of mind.
INVESTIGATE
–
Make compelling info about Oregon travel experiences easily findable.
SHARE
–
Give visitors motivation to share their experiences with friends, family, & online communities.
VISIT
–
While they’re visiting, enhance their experience in helpful and surprising ways.
Ask Oregon
Social Media PR: Campaigns & Promotions
PR: Media/Blogger Relations
Mobile
TO Social Media
TravelOregon.com
Banner Ads Digital Magazine/Enews
Printed Visitor Guide
Call Center
Paid Media TO ChannelsNote: location of channels are representative of some of the primary rolls they fulfill (chart is not comprehensive)
Advertising Message:
Media Strategy:
Promotion:
Positions Oregon as the travel destination for outdoor recreation. Focus on:
TV and online ads placed in environments that reach active explorers and outdoor enthusiasts who are more likely to travel to Oregon
Social Media promotion on Facebook
with Adventurecation
contest and branded tabs on Travel Oregon and partner Facebook
pages
Fall ’11Culinary
Oregon Bounty
Position Oregon as a premiere foodie destination. Feature stories may include:
Developing a tastemaker event designed to make influential foodies intrigued in the specialness of Oregon Bounty
Two Pillar Marketing Strategy
TV and online ads placed in environments that appeal to foodies/cultural creatives
who are active vacationers
Spring ‘11Outdoor Recreation
Oregon Adventurecation
•
Hiking•
Cycling•
Golf•
Outdoor Adventure
•
Oregon Chefs•
Vintners, Brewers, Distillers•
Chocolate/Cheesemakers•
Fishermen•
Ranchers
I was taken here by the most AWESOME ad that I saw on a CBC (Canada) news site. True -
when you have places like Oregon -
why do you need the rest of the planet....lol
Great ad. It got me interested in visiting...
International: Who Does Oregon Compete With?
Our International GuestsInternational visitors:•
Stay longer
•
Spend more•
Book further in advance
•
Book out-of-the-way placesTop International Markets:•
Germany, UK, France, Benelux
•
Japan, Korea, China•
Canada/USA, Mexico
•
Scandinavian Countries*•
Australia*
*New markets
How We Reach Our Market . . . •
Media & Travel Trade Research Trips
•
Trade Shows•
Sales Missions
•
Partnering with Regions
•
In-Country Marketing Reps
•
Printed Material•
Social Media: –
Twitter–
France edition
Travel Oregon Content Vehicles
Digital Magazine
Print Visitor Guide
General e-Newsletter
Grant’s Getaways with KGW
Niche e-Newsletters: Outdoor, Culinary
Oregon Statewide Facebook
Co-op Promotion
“Summer travel doesn’t have to break the bank. Here are five smart ways to have a great experience your kids will never forget —
without leaving you with credit-card bills that made you wish you’d never gone in the first place.”
How the Process Works
You RDMO TravelOregon
NationalAudienceDMO
Thank you
Partnering Opportunities
What We’ll Cover
1. Publications: Stories/Editorial Content
2.
Online business listings3.
Public Relations
4.
Advertising Opportunities5.
TOOL
6.
International Opportunities
Touch Points Across Trip Planning
Content Distribution
Big Daddy Content Calendar
#1 Stories & Editorial Content
•
Goal: Inspiration
General Travel(Monthly, 140k)
#1 Stories & Editorial Content
•
Goal: Inspiration
Outdoor Enthusiasts
(Odd months, 7K+)
#1 Stories & Editorial Content
•
Goal: Inspiration
Foodies(Even months, 7K+)
#1 Stories & Editorial Content•
Goal: Information
#1 Stories & Editorial Content
•
Goal: Inspiration
Blog Posts,
To Summarize….
1. Stories & editorial content bring the Oregon experience to life
2.
Includes text, photos, videos etc.3.
Free
4.
Alignment with themes increases distribution
5.
How? Pages 3 & 4 of resources handout
#2 Online Business Listings
•
Goal: Provide travelers a view of all there is to see and do in a particular city or region and allow them to plan their trip.
•
Listings include text, photo, links, location map, & things near by
#2 Online Business Listings
•
Attractions
- e.g. covered
bridges, museums, heritage sites etc.
#2 Online Business Listings
•
Places to Stay
-
e.g.
bed & breakfasts, inns, hotels etc.
#2 Online Business Listings
•
Places to Eat
– unique
& memorable Oregon places to eat
#2 Online Business Listings
•
Outdoor recreation
–
trails, parks etc.
To Summarize….
1. Business listings allow travelers to see breadth of things to see and do
2.
Includes text, photos, videos etc.3.
Free
4.
How? Pages 4, 5, & 6 of resources handout5.
Categories: attractions, events, places to stay/eat, outdoor trails, & travel deals
# 3 Public Relations
Targeted PitchingThe right story
to the right contactat the right time
E-news Outreach‘What’s New’
‘Oregon Oddities’
FreelancersFoster relationships,
host preferred writers
Oregon Bounty, Adventurecation
MonitorConversations
Word cloud trending
Core
Program:
PR Campaigns:
New York media tour, culinary focusSpecial event:
To Summarize….
1. PR program allows you to proactively keep Oregon top of mind with media
2.
Tell us what’s new, unusual, unique or what you’re promoting
3.
How? Pages 9 resources handout4.
PR@TravelOregon.com
or
Linea@TravelOregon.com
#4 Advertising Opportunities
•
Print –
Oregon Visitor Guide•
Travel Oregon Ad Network–
TravelOregon.com–
E-Newsletters•
General•
Culinary•
Outdoor•
Travel Oregon Digital Magazine•
Contact Betsy Hand for more information –
betsyh@mediamerica.net, 503-445-8809
www.mediamerica.net/media-kit.html
#5 Travel Oregon Online Leads
•
Database of people who want more information about Oregon
•
You can search by where they’re from, where they want to go and what they want to do–
E.g.: People from Arizona looking to come to Willamette Valley for a family experience
•
Cost: $5 to sign up, 7.5 cents per name•
Tool.TravelOregon.com
•
Use the international travel symbol where you can•
Host research trips for media and Tour Operators
•
Attend Trade shows (request leads through partners)•
Attend seminars at Governor’s Conference and Regional Seminars
•
Get to know the Travel Oregon International and Domestic Travel Trade Team –
attend a Travel Oregon 101 session!
•
Work with Tour Operators by responding to leads forwarded by your RDMO (WVVA)
•
Domestic tour operators: become a member of Oregon Tour and Travel Alliance for leads and trade show opportunities
•
Contact: Allison@traveloregon.com
for more information
#6 International Opportunities
To Summarize….
1. Advertising programs allow you to talk to folks who’re already thinking of Oregon at a low cost (high engagement!)
2.
Cost varies3.
See last page of handout (MediAmerica)