12/09 Travel Oregon Partnering Opportunities Handouts
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    12/09 Travel Oregon Partnering Opportunities Handouts 12/09 Travel Oregon Partnering Opportunities Handouts Document Transcript

    • CENTRAL CASCADES GEOTOURISM PILOT PROJECT Geotourism Is… Tourism that sustains or enhances the geographical character of a place-its environment, heritage, aesthetics, culture, and the well-being of its residents. (National Geographic) The Central Cascades Geotourism Project… Is a printed MapGuide and interactive website that are designed to promote natural and cultural attractions as well as en- courage a sense of pride in local communities. The project addresses the need to preserve the region’s shrinking cultural and environmental assets and to revitalize small, rural communities through diverse economic development strategies. Geotourism… • Serves as an “umbrella” that integrates a variety of tourism niches and approaches including: Ecotourism Adventure Tourism Nature-Based Tourism Cultural Tourism Heritage Tourism Culinary Tourism Civic Tourism • Helps both communities and visitors think and operate on a regional scope and across boundaries. • Focuses on identifying, protecting, enhancing, and celebrating those geographic components that make a region what it is, the special characteristics that form its essence. • Establishes a forum for discussing, planning, and implementing sustainable tourism efforts. • Builds on the experience gained from other Geotourism projects that came before and seeks to add value through the creation of interactive web application to complement the standard MapGuide. • Involves a number of players helping to initiate the project with more to come on board as the Stewardship Council is developed. Sustainable Travel International Sustainable Northwest Travel Oregon Washington State Tourism Rural Development Initiatives USDA Forest Service USDI BLM Washington Department of Fish and Wildlife Clackamas County Tourism Development Council Geotourists Are… A market of about 55.1 million travelers who seek authentic experiences, care about the protection and preservation of the places they visit, and are willing to spend more money to achieve these goals. Average ages range from 43-55 years, average household incomes are high with 38-46% earning more than $75,000 annually, average number of leisure trips taken each year is 4 or more, and educa- tion levels are also high.
    • Geotourism - Central Cascades Style… • A homegrown project that seeks to leverage our impact and effectiveness by linking up with a national effort under the National Geographic brand. It is a ground up approach that meets the needs of our participating organizations. • Builds on the Pacific Northwest’s iconic features including the Cascade volcanoes, the Columbia River, our vibrant heritage and culture, our link to salmon, the beauty and bounty of our forests, and our identities as north westerners. • Is a bi-state effort that highlights the Central Cascades, with Mount Rainier NP and Crater Lake NP as the anchors. • Is a pilot project and a launching platform for what could become state-wide initiatives in Oregon and Washington. MapGuide Boundaries The initial pilot project will feature the Central Cascade Mountains, stretching from Crater Lake in the south to Mt. Rainier in the north. Rough MapGuide boundaries are as follows: • Northern boundary: Highways 512 and 410 in Washington from I-5 east to Hwy 97 in Yakima • Eastern boundary: Highway 97 from Yakima south to Oregon Highway 62 junction at Chiloquin • Southern Boundary: Highway 138 to 62 west from I-97 to I-5 • Western Boundary: Interstate 5 from junction with Hwy 138 in Oregon at Roseburg to junction with Highways 512/410 in Washington at Puyallup PROJECT BUDGET & SCOPE Geotourism MapGuide / National Geographic Partnership $120,000 Guidance from National Geographic on establishing a Geotourism strategy in the Pacific Northwest. Co-branded map production. Data collection, drafting and editing of a MapGuide. Project management, monitoring and evaluation. 50,000 copies of map printed locally or by NGS. Online Geotourism Map Website $75,000 Creation of an interactive digital map for web and DVD applications using the data colleted during the creation of the MapGuide. Note that the digital and paper maps are complimentary tools that can be used by both local people and visitors alike. Project Fieldwork Tasks: $105,000 Execute all organizational and outreach activities to ensure participatory planning of local communities in all phases of the MapGuide creation process. Organize and manage relationships with local stakeholders and partner organizations. Organize a public relations campaign to inform the public in the Central Cascades about the initiative. Distribute outreach materials. Identify, engage, and organize the Geotourism Stewardship Council. Monitor and Evaluate the project; document lessons learned, and measure predetermined success metrics. Implement a regional, national and international marketing campaign. Total Project Budget: $300,000 Please note that the overall budget for the project is $300,000 of which $235,000 has been secured as of August 2008 PROJECT COMPONENTS & TIMELINE Planning: Concept Development and Initial Approval by National Geographic .......................................................... Fall 07/Spring 08 Confirmation of Key Partners and Initial Project Submittal .......................................................................................... Spring 08 Development of Geotourism Stewardship Council ............................................................................................................. Fall 08 Official Project Launch .............................................................................................................................................................. Winter 08 Outreach Forums and Site Nominations: Community Outreach Forums Across the Region ........................................................................................................... Winter 09 Call for Nominations and Initial Selection by Stewardship Council ......................................................... Winter 09/Spring 09 Final Site Selection by National Geographic ...................................................................................................................... Spring 09 Product Development: Development of Interactive Website ....................................................................................................................... Fall 08-Spring 09 Development of MapGuide ................................................................................................................................. Spring 09/Summer 09 Completion and Distribution of MapGuide ........................................................................................................... Fall 09/Winter 09 Follow up Projects through Stewardship Council ............................................................................................................. Ongoing
    • How to Sponsor this Initiative... Sponsorship Levels & Benefits Whether a Platinum, Gold, Silver or Bronze Sponsor you will receive maximum exposure and publicity as a partner. Please note that all custom partnership and cross-promotional opportunities are subject to discussion and approval by and between project partners and sponsors. PLATINUM SPONSOR – $50,000 • Headline recognition in all community geo-forums throughout the Central Cascades • Headline recognition in all press releases • Prominent logo positioning on MapGuide back cover • Dedicated promotional page on project website • 7,500 copies of the MapGuide • Commemorative framed MapGuide • Custom partnership for cross-promotion GOLD SPONSOR – $25,000 • Prominent logo positioning in all community geo-forums throughout the Central Cascades • Recognition in all press releases • Prominent logo or other graphic recognition on website • 3,750 copies of the MapGuide • Commemorative framed MapGuide • Custom partnership for cross-promotion SILVER SPONSOR – $10,000 • Logo positioning in all community geo-forums throughout the Central Cascades • Recognition in press releases • Logo or other graphic recognition on website • 1,500 copies of the MapGuide • Commemorative framed MapGuide • Partnership Opportunities BRONZE SPONSOR - $5,000 • Recognition in press releases • Logo or other graphic recognition on website • 750 copies of the MapGuide • Commemorative framed MapGuide • Partnership Opportunities $1,000 SPONSORSHIP BENEFITS • Logo or other graphic recognition on website • 100 copies of the MapGuide • Partnership Opportunities *Optional map distribution fulfillment through Travel Oregon and or Washington State Tourism Design Assistance Available The design and production of your creative materials is not included in your sponsorship fee. If you prefer to not pro- duce your own creative materials, you can opt to work with our designers on related marketing collateral. They require you to submit camera-ready artwork, a high resolution copy of your logo, etc. Please contact Brian T. Mullis via email at brianm@sustainabletravel.com for more information. Sponsorship Contributions All sponsorship contributions should be sent to the address below with project name on the memo line of your check, payable to Sustainable Travel International: Brian T. Mullis, President Sustainable Travel International 2885 May Street Hood River, Oregon 97031 Re: Central Cascades Geotourism MapGuide Project
    • Interested in Partnering? How to Get Involved… If you are interested in getting involved or providing in-kind support such as donating lodging or food, please contact one of the following individuals: Brian Mullis CENTRAL Sustainable Travel International brianm@sustainabletravel.com (800) 276-7764 Kristin Dahl Travel Oregon kristin@traveloregon.com CASCADES (503) 378-2104 MAPGUIDE BOUNDARIES Michelle Campbell Washington State Tourism michellec@cted.wa.gov (360) 725-4181 Host a Meeting in Your Community! Sign up with Laurel MacMillan Rural Development Initiatives lmacmillan@rdiinc.org (503) 803-8260
    • FY ’09/’10 Planned Co-op Opportunities Draft Version (subject to change) 12/8/08
    • Planned Co-op Partner Media Space Rates – Draft Version (subject to change) Bon Appetit celebrates the world of great food and the pleasure of sharing it with others. Every issue invites readers into a hands-on experience, engaging them in all aspects of the epicurean lifestyle— cooking, dining, travel, entertaining, shopping and design. GEOGRAPHIC CLOSE COST OF ISSUE SEASON DISTRIBUTION CIRC. DATE PG 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 * Availability subject to change without prior notice ** 2010 issue dates to be confirmed after updated edit calendars released (late '09) Budget Travel Arthur Frommer's Budget Travel magazine is published monthly except for combined issues in December/January and July/August by Newsweek Budget Travel. It’s a newer travel magazine showing solid and steady growth. It has a low overall cost, combined with strong circulation that makes it an efficient buy. GEOGRAPHIC CLOSE COST OF ISSUE SEASON DISTRIBUTION CIRC. DATE PG 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 * Availability subject to change without prior notice ** 2010 issue dates to be confirmed after updated edit calendars released (late '09) Golf Digest This monthly magazine is edited for golf enthusiasts at all levels of ability - from beginners to low-handicap players to help them improve their play and enjoy the game more. Regular features in the magazine include golf travel, health & fitness, player profiles, and course rankings, such as quot;America's 100 Greatest Golf Courses,quot; the game's oldest ranking. GEOGRAPHIC CLOSE COST OF ISSUE SEASON DISTRIBUTION CIRC. DATE PG 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 * Availability subject to change without prior notice ** 2010 issue dates to be confirmed after updated edit calendars released (late '09) 670 Hawthorne SE, Suite 240, Salem, OR 97301, phone: 503.378.8850, fax: 503.378.4574, www.traveloregon.com OREGON. WE LOVE DREAMERS.
    • Planned Co-op Partner Media Space Rates – Draft Version (subject to change) Gourmet The ultimate resource for people who are passionate about today's culinary culture. Food, wine, restaurants, and travel are the essential ingredients for some of life's best experiences—and only Gourmet brings these to life in an unrivaled environment of modern luxury and classic style. GEOGRAPHIC CLOSE COST OF ISSUE SEASON DISTRIBUTION CIRC. DATE PG 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 * Availability subject to change without prior notice ** 2010 issue dates to be confirmed after updated edit calendars released (late '09) The New Yorker The New Yorker reports and reflects on the world at large with wit, sophistication, and originality. With its distinctive coverage of culture and art, fiction and non, business and politics, science and technology, The New Yorker offers its community of dedicated readers a unique perspective on current ideas and evolving issues, weekly. GEOGRAPHIC CLOSE COST OF ISSUE SEASON DISTRIBUTION CIRC. DATE PG 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 Culinary OR, SF, SAC, LA, SEA, NYC 372,000 7/15/2008 $25,783 * Availability subject to change without prior notice ** 2010 issue dates to be confirmed after updated edit calendars released (late '09) National Geographic Adventure National Geographic Adventure is the ultimate guide to the adventure lifestyle. It serves and inspires people who have a passion for the outdoors, enjoy mental and physical challenges, and are interested in learning about the cultural and natural resources that make travel destinations unique. The Magazine’s readers are market trendsetters who thrive on new experiences and lead values-driven lives. Its editorial mission supports National Geographic's corporate mission to inspire people to care about the planet. GEOGRAPHIC CLOSE COST OF ISSUE SEASON DISTRIBUTION CIRC. DATE PG March 2010 Outdoor Rec. National 625,000 11/23/2008 $8,663 April 2010 Outdoor Rec. National 625,000 12/23/2008 $8,663 May 2010 Outdoor Rec. National 625,000 2/1/2009 $8,663 * Availability subject to change without prior notice ** 2010 issue dates to be confirmed after updated edit calendars released (late '09) 670 Hawthorne SE, Suite 240, Salem, OR 97301, phone: 503.378.8850, fax: 503.378.4574, www.traveloregon.com OREGON. WE LOVE DREAMERS.
    • Travel Oregon Digital Advertising Sales Overview In January, 2009 Travel Oregon will test a digital display advertising program on www.TravelOregon.com. This three month test program will be restricted to eleven (11) of the most high-traffic areas of the site and be sold on a quarterly basis. Content Page Unit Size 2008 Estimated # of Traffic spots 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 300 x 250 145,000 1 Columbia 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 1 RATES: • Advertising Rates are based on a flat monthly fee of $400 per position offered in quarterly increments. • Print advertisers in any of Travel Oregon’s publications (Travel Oregon magazine, Oregon Trip Planner and the Kids Guide) will be eligible for the package rate of $300 per month. GUIDELINES: • Advertisers should be a legitimate tourism related business such as a destination marketing organization, local chamber of commerce tourism department, attraction, lodging property, restaurant, recreation related business, arts and culture related organizations, etc. • Travel Oregon reserves the right to refuse any advertising contract from a category not approved or recognized as a legitimate tourism related business. • Advertising positions will be offered on a quarter-by-quarter basis. One advertiser cannot book the entire year in advance. • At the beginning of each quarter all advertising positions will be made available. Previous advertisers will not have the right of first refusal for any positions. • An email blast will go out through the Travel Oregon list-serve to announce that ad positions are available prior to the beginning of each quarter. • The advertising positions will be locked in on a first come, first serve basis upon receipt of a signed contract. • Travel Oregon has the right to revisit this policy, cost structure and availability of inventory during the course of the year based on demand. • While the advertiser has creative control of the individual ad units, Travel Oregon retains all rights to ensure that all ads don’t compromise the integrity of the brand.
    • TRAVEL OREGON – INTERACTIVE OPPORTUNITIES TravelOregon.com Listings/Editorial What Opportunity Investment? How Can I Get in? ATTRACTIONS Allows consumers to look at FREE! Contact Bryant Marban, Oregon’s attractions, from Antiques, Bryant@TravelOregon.com to History Heritage and Family Fun or call 503.378-4577 to Breweries & Wineries Detail (What info is available on the detail page?) Location information - Photo - Description - Near by map: Shows nearby events, dining, and places to stay EVENTS Allows consumers to look at - FREE Contact OFEA – Jill Ingalls, Oregon’s unique events – from fairs jingalls@oregonfestivals.org and festivals to rodeos and plays - Events/DMOs that are OFEA Or contact Bryant Marban, Detail partners and are Bryant@TravelOregon.com (What info is available on the detail part of the print or call 503.378-4577 page?) publication get Location information added value - Photo - Description - Near by map: Shows nearby attraction, dining, and places to stay PLACES TO Allows consumers to search and All lodging Contact OLA – Lori Little STAY view lodging options in the state – properties in at lori@oregonlodging.com, be it campgrounds, RV parks or Oregon receive a 503.682.4422 hotels/motels free basic listing (location, phone OR Detail etc.) (What info is available on the detail Enhanced listing Visit: page?) (photos, http://www.oregonlodging. - Location information description etc.) com/ - Photo are available - Description starting at a cost Page 1 of 5
    • What Opportunity Investment? How Can I Get in? - Near by “mashup” map: Shows [Oregon Lodging nearby attractions, events and Association places to dine members have - Amenities (33 amenities; 15 opportunities to searchable – e.g. “WIFI & Pet bundle costs with friendly hotels in Bend”) Destinations Guide] TRIPS WE Suggested trip ideas from Detail Contact Mo Sherifdeen at LOVE Oregonians & Scenic byways (What info is mo@traveloregon.com or available on the call 503.378.8850 detail page?) - Narrative Itineraries that provide consumers guided road trip ideas. - Distance - Starting point - Best time to drive - “Good for” guide (children, teens, families, couples, outdoor OUTDOORS Guide to outdoor recreation in Free! Contact Mo Sherifdeen at Oregon; allows users to search by mo@traveloregon.com or activity (e.g. hiking) and location Who Provides call 503.378.8850 (Portland) Data Wildernet.com, Detail Oregon State (What info is available on the detail Parks, Oregon page?) State Marine -Location Board -Description -Near by “mashup” map: Shows nearby attractions and places to stay PLACES TO Allows consumers to search by Free Bryant Marban, DINE location, cuisine type and amenities Bryant@TravelOregon.com Page 2 of 5
    • What Opportunity Investment? How Can I Get in? We’re looking for or call 503.378-4577 Detail “unique” and (What info is available on the detail “memorable” page?) Oregon dining -Name/location info experiences. -Description Factors -Cuisine Type contributing -Price range ($-$$$ etc.) include food -Good for: fine dinning, quality, menu casual/family dinning, Quick selection, use of services local foods, and carryout, Bar & tavern service, ambience entertainment and value. -Near by “mashup” map: Shows Examples of nearby events and places to stay places currently on the list are: Foley Station (La Grande), Higgins Restaurant (Portland) and Adam’s Place (Eugene). Page 3 of 5
    • Online Editorial & Marketing Opportunities What Opportunity Investment? How Can I Get in? TRAVEL Our consumer E-newsletter aims to FREE! Contact: OREGON E- keep Oregon top-of-mind through NEWSLETTER feature stories and editorials, unique Emily Watson at escape ideas, suggested itineraries EmilyW@MediAmerica.net and special promotions and or 503.223.0304 contests. The e-newsletter is sent monthly to approximately Or 150,000 subscribers. Mo Sherifdeen at Storylines for future issues ‘in-the- mo@traveloregon.com or works’ are solicited from our call 503.378.8850 partners throughout the state and accepted throughout the year. Deadline: Submissions for each issue are due one month prior to issue date. TRAVEL What is your favorite part of FREE! Mo Sherifdeen at OREGON Oregon? If you have a story to tell, mo@traveloregon.com or BLOG we’d love to hear it! We strive to Writer’s guidelines call 503.378.8850 provide authentic first person found at: narratives of what it’s like to live, work and travel Oregon, in order to http://blog.travel bring the Oregon experience to life. oregon.com/blog gers-wanted/ Additionally, if you know of any local blogger who’re writing great stories…LET US KNOW. We’d love to feature them. GO SEE GoSeeOregon.com is a social FREE for all OREGON network site for Oregon visitors and editorial use. residents. Pay Benefit: -Build credibility for Oregon by showcasing objective reviews from travelers; -Allows customers to get personalized recommendations Page 4 of 5
    • What Opportunity Investment? How Can I Get in? based on lifestyle by likeminded customers Opportunities: -Editorial: Content syndication by region or city -Editorial: Placement of trip ideas -Targeted advertiser program Page 5 of 5