I Am Oregonian

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Oregon sesquicentennial celebration marketing campaign plan

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I Am Oregonian

  1. 1. Travel Oregon 150 “ I Am Oregonian” November 18, 2008 ………………………………………… DRAFT
  2. 2. Objectives <ul><li>Build awareness for Oregon’s Scenic Byways </li></ul><ul><li>and Sesquicentennial. </li></ul><ul><li>Encourage Oregonians to create new Oregon memories by traveling more than 150 miles from their homes. </li></ul><ul><li>Build a sense of community and pride around being an Oregonian. Define what it means to be an Oregonian—shared sense of responsibility and values. </li></ul>DRAFT
  3. 3. Background <ul><li>2008 Federal Highways Grant </li></ul><ul><ul><li>Promote Oregon’s Byways </li></ul></ul><ul><ul><ul><li>Website Development </li></ul></ul></ul><ul><ul><ul><li>Statewide Marketing Campaign </li></ul></ul></ul><ul><ul><ul><li>Leverage Oregon’s Sesquicentennial Programming </li></ul></ul></ul>DRAFT
  4. 4. CONCEPT <ul><li>Being an Oregonian means different things to different people. Encourage residents, regardless of status as a native or as a newcomer, to become an “Oregonian” by rediscovering their own state. </li></ul><ul><li>Showcase Oregon’s scenic byways as a way to travel 150 miles or more to places, events, volunteer opportunities etc. that embody what it means to be an Oregonian. </li></ul><ul><ul><li>Visit the Oregon Trail Interpretive Park </li></ul></ul><ul><ul><li>Volunteer with S.O.L.V. </li></ul></ul><ul><li>“ I Am Oregonian” Photo Contest </li></ul>DRAFT
  5. 5. Website DRAFT
  6. 6. Certificate and ID Card
  7. 7. Tactics <ul><li>Website Development </li></ul><ul><ul><li>Scenic byways page </li></ul></ul><ul><ul><li>Zip code search </li></ul></ul><ul><ul><li>Video/Blogs/Upload Pictures </li></ul></ul><ul><ul><li>User Generated Content – leverage Go See Oregon </li></ul></ul><ul><li>Advertising </li></ul><ul><ul><li>DMV Stuffer </li></ul></ul><ul><ul><li>Television (Utilize existing PSA’s) </li></ul></ul><ul><ul><li>Additional adverting TBD </li></ul></ul><ul><ul><li>Travel Oregon channels (Publications, e-newsletter, PR, etc.) </li></ul></ul><ul><li>Other </li></ul><ul><ul><li>Scenic byway proponent tool kit </li></ul></ul><ul><ul><li>Certificates </li></ul></ul><ul><ul><li>Prizes </li></ul></ul>DRAFT
  8. 8. Timing <ul><li>Grants Announced Dec. 08’ </li></ul><ul><li>Web Site Launch February 1, 09’ </li></ul><ul><li>Oregon’s Sesquicentennial February 14, . 09’ </li></ul><ul><li>Advertising Spring – Fall 09’ </li></ul>DRAFT

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