Spring Fall Outdoor Recreation Culinary Oregon Adventurecation Oregon BountyAdvertising Position Oregon as the travel Position Oregon as a premiereMessage: destination for outdoor recreation. foodie destination. Feature stories Focus on: may include: • Hiking • Oregon Chefs • Cycling • Vintners, Brewers, Distillers • Golf • Chocolate/Cheesemakers • Outdoor Adventure • Fishermen • Ranchers
USA:Primary• Adults 25-64• spend at least $1,000 per year on travel• Who live in drive markets: Oregon, Washington, Northern California, and IdahoSecondary• 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 marketSecondary:• France, Netherlands, Scandinavia –• Australia, New Zealand -• South Korea/TaiwanEmerging: China – fastest growing market
• 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 mostloved 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 theenvironment. 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 • Family travel• Skiing • Microbreweries• Water recreation (rafting, kayaking, etc.) • Ranches/Farm way of life• Fishing • Native American• Cycling • Group meetings• Corporate Incentive Travel • Team Sport 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
• 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, AttractionsRiver Canyon Country Destination Marketing GroupRegional 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 ofworking with yourDMO/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 onwww.TravelOregon.comHow do you do that…..?
When you submit the following listings to COVA, they appear onboth 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
• 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 onwhat I should stop andget pics of enroute toLaPine?”Smith Rock is stunning, as areDillon & Benham Falls on theDeschutes. Detour up CenturyDrive to view the snowyCascades! Bend’s Drake Park islovely this time of year. Trees withfall foliage by the river. Good excuseto 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 • Active language sparking interest• History and perspective • Clear email subject lines• Places people can visit – Example: New Cowboy-• Events themed hotel in Prineville • Great photos or videos
DIY/Crafters Families• Stay at Brasada • Sleep on a Ranch real reservation at Kah-Nee-Ta• Experience the Fall Wool • Participate in the Pi-Ume-Sha Gathering Treaty Days Powwow• Visit Imperial Stock • Take a N8TV guided white Ranch/Imperial Yarn water rafting tour and learn• Take a yoga class or enjoy a spa local history treatment at Brasada Ranch • Eat Indian Fry Bread at the• Quaff craft beer and enjoy Eagle Crossing Restaurant right vegetarian friendly fare at Solstice on the Deschutes River Brewing
• 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, email@example.com – Linea Gagliano, Global Communications Manager, Travel Oregon, firstname.lastname@example.org• 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@example.com for more information