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Transcript of Travel Oregon 101 presentation 5 23 11
Travel Oregon 101 May 23, 2011
Salem
Who is Oregon’s tourism and hospitality industry?
• 87,500 Oregonians directly employed (2010)
• Restaurants, hotels, attractions, guiding & outfitter businesses, tour operators, visitor information centers, convention and visitor bureaus
• Indirectly: gas stations, charter boats, wineries, taxis, shopping centers, printers, art galleries and more…
Tourism Industry Employment 1991-2009
30
40
50
60
70
80
90
100
1991 1994 1997 2000 2003 2006 2009
Thousands
Why Tourism Matters To Oregon
2010
•$8.1 billion in visitor expenditures annually
•$2 billion in payroll and earnings annually
•$313 million in state and local taxes annually
Tourism = One of Oregon’s top export-oriented industries
Investing in Oregon’s Tourism Industry
• Pre-2004, Oregon’s tourism budget was:– 46th out of the 50 states – Oregon was losing market share to
other states – Fact: Oregon needed an economic
stimulus• House Bill 2267 – Oregon Tourism
Investment Proposal
Statewide lodging tax
• 1% Statewide Lodging Tax implemented in 2004
• Lodging tax = transient occupancy tax/TOT, bed tax, room tax, etc.
• Local lodging taxes: – Existing local rates and allocations for tourism
were “grandfathered”– Increases in local tax rates with at least 70%
dedicated to tourism are allowed
Where does it go?
• Collected by the Oregon Dept of Revenue
• Deposited with Travel Oregon• Up to 15% is distributed back to
Oregon’s 7 regions for their Regional Cooperative Marketing Program (RCMP)
• Oregon’s tourism budget now ranks in the middle of the 50 states
(25th in 2008 & projected 2009)
Seven Regions
Breakdown of dollars that each region received for their 2010 Regional Cooperating Marketing Programs:
- Greater Portland $429,911- Oregon Coast $290,351- Willamette Valley $149,596- Southern Oregon $126,774- Central Oregon $102,399- Eastern Oregon $53,529- Mt. Hood/Col. River Gorge $42,298
Up to 15% of the 1% collected goes to the regions.
The 7 OREGON REGIONS/RDMO’s
So what is Travel Oregon?
The Oregon Tourism Commission dba Travel Oregon is the official state agency charged with encouraging economic growth to enhance the quality of life in Oregon through a strengthened economic impact of tourism throughout the state.
Organizational Structure
Governor
Oregon Tourism Commission9 appointed Commissioners
Travel Oregon Chief Executive Officer
Travel Oregon Staff5 departments
Departments
• Executive• Operations• Tourism
Development• Consumer
Marketing• International &
Domestic Travel Trade
Strategic Plan
Key Objectives:
#1 Maximize the return on public and private investments in tourism.
#2 Drive year-round travel from visitors in our domestic target audience and lengthen their average stay by encouraging them to be destination-oriented in this state.
#3 Drive online marketing leisure visitors to Oregon from our primary international target markets: Germany, UK, Japan, Canada, and European and Asian feeder markets.
#4 Provide leadership and support through collaboration with local, regional, national, tribal and private-industry tourism entities.
Read it Yourself
Travel Oregon’s Strategic Plan
Located on our industry website: www.traveloregon.com/industry
Go to About OTC
Then go to Travel Oregon 2009-2011 Strategic Plan
DMO’s
DMO = Destination Marketing Organization
– A Destination Marketing Organization is an organization whose primary function is to attract visitors to its locale for the purpose of enhancing the local economy through purchase of room nights, food and beverage, retail items, transportation, visitor services, etc. In Oregon, local DMO’s work with their Regional Destination Marketing Organization (RDMO) to cooperatively leverage budgets, advertising, services, and information for the benefit of all tourism entities in the region.
Examples: Dallas Area Chamber of Commerce, Travel Salem, Travel Portland, Greater Newport Chamber of Commerce, Visit Bend, etc.
RDMO’s
RDMO = Regional Destination Marketing
Organization
Oregon is divided into seven tourism regions. Each region has identified one Destination Marketing
Organization (DMO) to act as its Regional Destination Marketing Organization (RDMO). The RDMO partners
with Travel Oregon for the purpose of attracting visitors to their specific region.
RDMO Examples:
Willamette Valley Visitors AssociationMt. Hood Columbia River Gorge
Oregon Coast Visitors Association
Tourism Industry Partnering
Local Tourism & Hospitality Industry (Business, Organization, Individual)
Example: Hallmark Inns - Newport
Local Destination Marketing Organizations (DMO)
Example: Greater Newport Chamber of Commerce
Regional Destination Marketing Organizations
(RDMO)Example: Oregon Coast Visitors Association
Travel Oregon
How we Communicate with our Industry Partners
Travel Oregon
Regional Destination Marketing Organization (RDMO)
Example: Mt. Hood Columbia Gorge (administered through Clackamas County Tourism & Cultural Affairs /Mt. Hood Territory)
Local Destination Marketing Organization (DMO)
Example: Hood River County Chamber of Commerce
Local Tourism & Hospitality Industry (Business, Organization, Individual)
Example: Full Sail Brewing Tasting Room & Pub
Tourism Development Team
• Scott West, Chief Strategy Officer• Carole Astley, Industry Relations
Manager• Kristin Dahl, Sustainable Tourism
Development Manager• Michelle Woodard, Industry Relations Liaison• Patti Kileen, Coordinator• Linda Andrews, Tourism Development
Assistant• Jamie Porter, Industry Relations Assistant
Tourism Development Programs
• Governor’s Conference on Tourism• Product Development• Sustainable Tourism Initiatives• Matching Grants Program• Scenic Byways• Industry Communication• Industry Policy & Research• Oregon Q Care Customer Service Training
Program• Tourism & Hospitality Consortium• Welcome Centers
Governor’s Conference on Tourism
www.OregonTourismConference.com
Tourism Development Product Initiatives
Rural Tourism Studio Targeted niche market development National Geographic geotourism
initiative
PROGRAM GOALS
• Raise the awareness of the value of the tourism industry
• Stimulate new local business development
• Spark creativity and enthusiasm in participants
• Develop new tourism experiences and products
• Establish positive relationships between community leaders
• Leave behind nothing but action
WORKSHOP OFFERINGS
• Community tourism planning (visioning)
• Agri-tourism Product Development
• Cycling Tourism
• Nature-based Tourism
• Cultural Heritage Tourism
• Geotourism Product Development
• Creating & Producing High Impact Events
• Rural Tourism Marketing
• Fundraising for Tourism
• Teaming Up for Tourism
Oregon Bicycle Tourism Partnership
-Travel Oregon as convener since 2003
-120+ organizations involved from all
facets of cycling
-Meet 3-4x / year
Oregon Bicycle Tourism Partnership
OBJECTIVE:
To Make Oregon a
Premiere Cycling
Destination
OREGON SCENIC BIKEWAYS
Oregon Tribal
Tourism Working Group
• 9 Tribes of Oregon
• Collaborative projects
Birding Tourism Workgroup
Birding Guides:• Willamette Valley• Cascades• Klamath• Basin & Range• Coast
• Marketing• Fundraising• Network of
support
National GeographicCentral CascadesGeotourism Initiative
geotourism
Tourism that sustains or enhances the geographical character of a place—
its environment, culture, aesthetics, heritage, and the well-being of its residents.
Program Partners
U.S. Forest ServiceBureau of Land Management
Photo by Greg Lee
Sustainable Tourism Initiatives
Sustainable Tourism Initiatives
-Sustainable Tourism Advisory Committee
- Oregon’s Sustainable Business Challenge-A voluntary reporting program to show the commitment organizations have to sustainablility and environmentally responsible operations.
- Oregon Travel Philanthropy Fund -A program where visitors can donate to a cause in their chosen region of the state. Each region has a project.
www.TravelOregonForever.com
Internal Sustainability
Travel Oregon Green Team EarthWISE Certification Natural Step Training
Matching Grants Program
• $75,000 allocation available for 2011-12 cycle• + Rural Tourism Studio grant program
For: New tourism projects that contribute to the development and improvement of local economies and communities throughout the state by means of enhancement, expansion and promotion of the visitor industry. Generation of overnight stay in your region by partnerships with other local tourism businesses is important.
– One grant application per year– Funding request can be up to $10,000 (1 to 1 match required)– Minimum ask is $1,000– Competitive grant process
– 2011-12: Opens early June 2011; Applications Due August 2011
Matching Grant Examples
2010-2011 Grant Cycle: 10 grant recipients =
$59,917
Grand Total of all 2010-2011 Funded Grant Project Budgets: $143,435
Past Grant Examples:
Ski Oregon: Online and Print Advertising and Marketing Programs
Albany Visitors Association: Linn County Group Tour Planning Guide
Evergreen Aviation & Space Museum: Exhibit Translation into German, Italian, Spanish, Korean & Japanese
Yamhill Valley Visitors Association: Branding and Strategic Marketing Plan
Oregon Tour & Travel Alliance: Marketing pieces to promote Oregon packaged travel products in all 7 regions to domestic &
Canadian tour operators
Scenic Byways
Coordinate with ODOT & Statewide Committee
Coordinate with Consumer Marketing Department:
•Participate in regional Scenic Byway efforts
•Promote on www.TravelOregon.com/byways
•Scenic Byway Driving Guide
Umpqua River Scenic Byway
Scenic Byways Online
Industry Policy & Research
Policy: Government affairs, legislative issues, agency & partner relations
Research: Development and marketing decisions are based on research
Primary research studies include: •Local Transient Lodging Tax Survey
•Oregon Overnight Travel Study•Oregon Travel Impacts (1991-2009 economic impacts)
•Fishing, Hunting, Wildlife Viewing & Shellfishing in Oregon•Tourism & Hospitality Indicators Report
•Regional Research Travel Oregon Reports
All available on website:www.TravelOregon.com/Industry under Tourism Development
Tourism and Hospitality Consortium
• Goal: Promote the tourism & hospitality industry as a primary socio-economic driver in Oregon
• Key Message: “What’s good for tourism and hospitality is good for Oregon and what’s good for Oregon is good for the tourism and hospitality industry”
• Tourism & hospitality leaders comprise the Consortium Steering Committee
• 60+ leading industry organizations and individuals are involved
Tourism & Hospitality Consortium
Steering Committee
• Kari Westlund, President & CEO, Travel Lane County • Roger Fuhrman, Director, Oregon Department of Fish and
Wildlife• Katy Coba, Director, Department of Agriculture• Bill Cross, Director, Oregon Destination Marketing
Organization (formerly OACVB) • Todd Davidson, CEO, Travel Oregon• Jeff Miller, President & CEO, Travel Portland• Matt Garrett, Director, Oregon Department of Transportation• Cheryl Gribskov, Director, Travel Information Council• Alana Audette, President & CEO, Central Oregon Visitors
Association• Steve McCoid, CEO, Oregon Restaurant and Lodging
Association• Dave Tovey, representing Oregon Tribes• Tim Wood, Director, Oregon Parks and Recreation Department• Scott West, CSO, Travel Oregon
Oregon Q Care
• Oregon Q CARE Customer Service Training
Program
– www.OregonQCare.com – Visitor industry and regional focus– Exclusively online 24/7– Free of charge!– Introduction + 3 modules – Certificate self-generated at end
State Welcome Centers
• Travel Oregon operates 9 State Welcome Centers• Located at key entry points into Oregon• Brochure program
• Ashland• Astoria• Brookings • Klamath Falls• Lakeview• Ontario• Oregon City• Umatilla• Portland International Airport
Industry Website: www.traveloregon.com/industry
Organized by Department
Tourism Development
Industry Blog & Newsletter
• Get frequent updates on all Travel Oregon happenings
• News articles are sent out once a month as a newsletter
International & DomesticTravel Trade
International & DomesticTravel Trade Team
• Teresa O’Neill, Director, International Sales & Marketing
• Petra Hackworth, European Sales & Marketing Manager
• Lisa Itel, Travel Trade Manager, The Americas
• Rob Thomas, Travel Trade Manager, Asia• Chris Chester, Travel Trade Coordinator• Allison Keeney, Travel Trade Assistant
Did You Know?
International visitors:• Stay longer• Spend more• Book further in advance• Book out-of-the-way placesDomestic visitors:• Motorcoach travel has a large economic impact• Groups are looking for more niche market
activities• Everyone is looking for a unique experience
VisaVue® 2010
Travel Oregon estimates are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel.
They incorporate data from other independent research sources. Spending amounts and patterns are based on face-to-face Visa card transactions in Oregon.
Transactions utilizing cash, pre-paid, phone, internet and other credit/debit cards are not included.
Conversion factors are used to extrapolate arrivals, but spending per visitor is in its raw form (only Visa card purchases).
Amounts on the sheet are rounded, with associated rounding errors. All calculations are done on un-rounded data.
2007 2008 2009 2010
Total, All* 1,594,000 1,487,000 1,477,000 1,641,000
Total, Top 13 1,424,000 1,329,000 1,324,000 1,424,000
Canada 1,132,000 1,060,000 1,084,000 1,159,000
Japan 57,000 52,000 46,000 49,000
UK 48,000 41,000 35,000 38,000
Germany (+A,CH) 40,000 36,000 31,000 32,000
Australia, NZ 35,000 32,000 32,000 36,000
Korea 25,000 22,000 18,000 22,000
Scandinavia 25,000 25,000 23,000 24,000
Mexico 14,000 13,000 10,000 12,000
France 12,000 13,000 12,000 12,000
Taiwan 10,000 9,000 7,000 9,000
China 10,000 11,000 13,000 19,000
Benelux 8,000 8,000 7,000 7,000
Italy 8,000 8,000 7,000 6,000
*All origin countries, using (all cardholder count) / (Top 13 cardholder count)
INTERNATIONAL ARRIVALS BY COUNTRY
57
48
40
35
25 25
1412
10 108 8
52
41
3632
2225
13 139
118 8
46
3531 32
18
23
1012
7
13
7 7
49
38
3236
2224
12 129
19
7 6
0
10
20
30
40
50
60
Japan UK Germany (+A,CH) Australia, NZ Korea Scandinavia Mexico France Taiwan China Benelux Italy
Thou
sand
s
Figure 2. International arrivals by country 2007 2008 2009 2010
Key International Markets
Top International Markets• Germany, United Kingdom, France, Benelux• Japan, Korea, China• Canada/USA• New market: Scandinavia• New market: Australia
Estimated Numbers by 2010:• United Kingdom, 5.4 million• Japan, 4.9 million• Germany, 1.7 million
* Per Office of Tourism Travel Industries
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, Facebook
Key International and DomesticTrade Shows
• JATA and Japan Mission• Active America (Japan • and China)• North American Journeys• Go West (Western States)• ITB Berlin• USTA Pow Wow, U.S.• Canada Missions• National Tour Association• American Bus Association• TAP (Travel Alliance Partners) by invitation only• CITM (China) and Korea on alternating years
Domestic & Canada Media
European Media
Asia Media
Travel Channel EuropeOregon Uncovered Series
• Update on Travel Oregon’s “Oregon Uncovered” series with Travel Channel Europe: – During the months of November and December 2010 a
Sweepstakes Promotion will be featured on the Travel Channel Europe website
– The series will have special airings over the dates of November 7 & 8 and December 4 & 5 to promote the Sweepstake
– View the information and a 30 second clip that will run twice daily during the campaign go to http://www.travelchannel.co.uk/competitions/nov10_oregon.asp
– Seven, 60 second vignettes on each region of the state will also air three times a day throughout the campaign
– Additionally the series is now available as Video On Demand on the Travel Channel Europe website (go http://www.travelchannel.co.uk/oregonvod)
How Do We Work?
• In-country representatives• Public relations• Research Trips (fams)• Tour operators• Receptive tour operators• Travel agent education• Trade shows• Cooperation with Oregon regions• Cooperation with international carriers• Oregon Tour and Travel Alliance:
www.OregonPackagedTravel.com
Receptive Tour Operators/Wholesales
How do you work with Receptive Tour Operators?
• Discounted rates• Images• Relationships• Host clients (not just hotels)• Proactive
Who Does Oregon Compete With?
Goals for 2011
• Grow awareness in (and traffic from) key markets
• Focus on shoulder/low season
• Support winter flight capacity increases
• Evaluate performance
• Explore emerging market potential: – China– Australia– Scandinavian Countries
What Can You Do?
• Website• Printed materials• Research trips• Trade shows• Word-of-mouth• Cultural competence (taken International Seminar?)
Partnerships:• Local DMOs• RDMO’s• Travel Oregon• Receptive tour operators
DomesticConsumer Marketing
Department
Consumer Marketing Team
• Kevin Wright, Consumer Marketing Director• Holly Macfee, Director of Brand Strategy• Michelle Godfrey, PR Manager• Mo Sherifdeen, Interactive Marketing Manager• Michael Sturdevant, Marketing Manager• Amy Nyberg, Marketing Coordinator• Rhiannon West, Interactive Content Editor• Bryant Marban, Interactive Production
Coordinator• Linea Gagliano, PR Coordinator
Consumer Marketing Programs
• Media/Advertising – 2 year/$4 million campaign
• Public Relations & Publications – Media outreach and production of visitor
guides• Interactive
– Website, blog, e-newsletters• Fulfillment
– Guide distribution (website & 800 # requests, and BRCs)
Domestic Consumer Marketing Objectives
• Continue to Engage Consumers in the Oregon brand
• Breakthrough Market Clutter by Focusing our Messages
• Engage in Conversations with Consumers who Identify with the Oregon Mindset
• Leverage Oregon Fans
Background
• Market Situation:– Travelers taking shorter, closer-to-home vacations– Explosion of user-generated tips, desire to
discover local gems– Being specific will have positive impact on image
& trip generation
• Campaign Initiatives: – Two-pillar strategy: Culinary & Outdoor Recreation– Fresh creative– Paid media predominantly online-based– Consumer/media promotion
Two Pillar Marketing Strategy
Fall ‘10 Spring ‘11
Culinary Outdoor Recreation
Advertising Message: Position Oregon as a premiere
foodie destination. Featured stories about Oregon chefs, vintners, brewers, chocolate/cheesemakers, fishermen, distillers, and ranchers
Position Oregon as the travel
destination for outdoor recreation.
Media Strategy:
Ads placed in environments that appealed to culinary tourists (savvy sophisticates)
Ads placed in environments
that reach outdoor enthusiasts who travel
Promotion:
Oregon Bounty Wanderfeast contest
Oregon Adventurecation
Oregon. We Love Dreamers.The Sequel
• Storybuilding, not just Storytelling• Surround a highly targeted audience
in environments that feed their travel passions
• Execute high impact, heavy launch campaigns with integrated Advertising, PR & Promotions
Oregon’s Culinary Tourism Program
Comprehensive Food & Drink website – HomepageFood.TravelOregon.com
Mobile Site
http://food.traveloregon.com/wanderfeast/mushrooms-week/
Online Banner Ads
Bountiful Coverage in 2010
• 3 million listeners
• 20,000 newsletter readers
• 120,000 web visitors
• 23 million mag subscribers
Peter Greenberg Radio Show
Results
• The 2010 Oregon Bounty campaign met or exceeded all objectives and expectations: – Increased impressions 130% with a 53%
reduction in CPI over previous year– Received 7,250 contest entries and 1,000+
consumer-generated tips– Increased consumer engagement on website
from 30% to 41%. CPC down 17%– $318,000 in flights to Oregon booked on
Alaska/Horizon– 44% of consumer survey respondents (up from
21% in previous year) said Oregon Bounty motivated them to travel to or within Oregon
The Oregon Adventurecation
Outdoors.TravelOregon.com
Outdoor Travel Deals from throughout the
state Example of cycling inspiration section of website
8
Creative – Inspiration Maps
15 Second Television Spots
http://www.youtube.com/user/TravelOregon?feature=mhum#p/c/1/w2Ka0bwt6MU
Spring 2011 Advertising Plan
Overall: 50% TV / 50% Online
Domestic TV Markets:– local broadcast networks in Spokane, San
Francisco, Seattle, and Portland– limited national buy through select channels on
Dish Network’s partnership with Google TV
Canada TV:– Vancouver B.C., local network buy
Partner Marketing Toolkit
http://TravelOregon.MediaRoom.com
Travel Oregon’s PR Program
Targeted PitchingThe right story
to the right contact
at 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 focus
Special event:
Publications
Travel Oregon Content Vehicles
Digital Magazine
General e-Newsletter
Grant’s Getaways with KGW
Niche e-Newsletters:
Outdoor, Culinary
Magazine.TravelOregon.com
Interactive Objectives
• Tell OR stories
• Facilitate fans’ sharing
• Continue to maintain TO as trusted & comp. source
• Engage at every stage of trip planning
•Tools to make planning and trip exp. Fun
• Provide partners range of opps (free + paid)
• Global accessibility of OR tourism info
The Digital Ecosystem2.2+ million unique visitors (2009-10)
[TravelOregon.com | Blog | Magazine | GoSeeOregon | Ride Oregon | Oregon Bounty| Campaign Sites + Social Media Channels
Touch Points Across Trip Planning
[Sites]
TravelOregon.com
Food & Drink
Magazine
Go See Oregon
Ride Oregon
Blog
2.2 million unique visitors
[E-News’]
General Travel(Monthly, 140k)
Outdoor Enthusiasts
(Odd months, 7K+)
Foodies(Even months,
7K+)
176K Annual Impressions
[Outposts]
[To come: mobile apps, social media customer service etc.]
New Content Paradigm
Big Daddy Content Calendar
Free Opportunities
• Content, Content, Content!– Stories (video/photos/words)– Quarterly Callouts to RDMOs for PR
Themes & Online Story Ideas
• How?- Stories: [email protected] Communications team fall road trip
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
– [email protected], 503-445-8809
www.mediamerica.net/media-kit.html
Partnership Opportunities
www.TravelOregon.com/industry
Thank you for attending today!