Folks don’t cometo Oregon to getaway from it all.They come herebecause they needmore ofsomething.
Oregon. We Love Dreamers.
Spring                                Fall              Outdoor Recreation                    Culinary              Oregon...
Run Travel Oregon video of the        Oregon Hiker
Run video of Travel Oregon spring tv spots                         T
USA:Primary• Adults 25-64• spend at least $1,000 per year on travel• Who live in drive markets: Oregon, Washington, Northe...
Mature Markets:• Canada – lowest hanging fruit, mainly Western Canada/B.C.• Europe: UK, Germany – 6-7 weeks annual vacatio...
Run video of Brand USA campaign
• What motivates Oregon’s target audience? They:  – Value connections & experiences over acquiring the    next new thing  ...
“There are few places on earth, and even fewer in the  United States, whose mention evokes an image of a   lifestyle and a...
• USA:  – Oregon  – Washington  – California/Bay Area• International:  – Canada – Vancouver B.C.  – Japan – history and aw...
• Golf                                            • Family travel• Skiing                                          • Micro...
••
• Travel Oregon:  – our job is to inspire people to choose Oregon for a    vacation• Regional & Local DMOs  – Motivate / i...
Local Businesses, Services, AttractionsRiver Canyon Country Destination Marketing GroupRegional DMO (Central Oregon Visito...
• Marketing Budget: approximately $6 million/year• Media/Advertising   – $2-2.5 million ad campaigns/year (fall & spring)•...
Benefits ofworking with yourDMO/RDMO…    They are   Destination    Curators!   (i.e. creators +curators of amazing content...
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 yo...
When you submit the following listings to COVA, they appear onboth VisitCentralOregon.com & TravelOregon.com• Attractions ...
• Cycling Routes, cycling events on RideOregonRide.com (affiliated website  managed by Travel Oregon)  -Free  -http://ride...
• Important – always try to  submit a photo with your  listing and a colorful  description. It makes  your business stand ...
•   Travel Oregon Blog•   Online Trips & Itineraries•   General E-Newsletter•   Niche E-Newsletter•   Grant’s Getaways•   ...
2.2 million unique visits a year
5 storiespublished amonth
1 story per weekon KGWPortland and ontheir Website &Travel Oregon
Ongoing; asneeded
Over 180,000 active subscribers
• If eligible, place your brochures at nine Welcome  Center Gateways to the State.   – Annual contract   – Costs vary   – ...
• Connects visitors to local  ambassadors• Year 1: 605 questions answered• 15 ambassadors recruited• Year 2: rollout to vi...
“Any suggestions onwhat I should stop andget pics of enroute toLaPine?”Smith Rock is stunning, as areDillon & Benham Falls...
– Set a twitter search for #AskOR– Monitor TO Facebook page– Respond if/when appropriate– How do we expand scope of progra...
• Identify experiences that will attract  your target audience to visit   – Get away from city life   – Overnight in a hot...
•   Adventure•   Immersion in nature•   Romance•   Learning•   Cultural enrichment•   Escape•   Reconnect with    friends ...
Come to River Canyon Country to:• Experience authentic America West  way of life• Understand Native American culture  by p...
•   Characters                • Active language sparking                                interest•   History and perspectiv...
DIY/Crafters                             Families• Stay at Brasada                        • Sleep on a  Ranch             ...
• Annual Travel Oregon tour organized and quarterly  callouts through COVA   – What’s new and trending• Email us updates: ...
• In-country representatives in major markets: Germany, UK,  France, Scandinavia, Benelux, Japan, China, Australia, and Ca...
• International travel symbol• Research trips: host media and Tour Operators for Travel Oregon &  COVA• Attend Trade shows...
Run video of From Oregon with Love
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
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RCC - Partnership Opportunities

  1. 1. Folks don’t cometo Oregon to getaway from it all.They come herebecause they needmore ofsomething.
  2. 2. Oregon. We Love Dreamers.
  3. 3. 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
  4. 4. Run Travel Oregon video of the Oregon Hiker
  5. 5. Run video of Travel Oregon spring tv spots T
  6. 6. 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
  7. 7. 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
  8. 8. Run video of Brand USA campaign
  9. 9. • 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
  10. 10. “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.”
  11. 11. • 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
  12. 12. • 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
  13. 13. ••
  14. 14. • 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
  15. 15. Local Businesses, Services, AttractionsRiver Canyon Country Destination Marketing GroupRegional DMO (Central Oregon Visitors Association) Travel Oregon Target Markets
  16. 16. • 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
  17. 17. Benefits ofworking with yourDMO/RDMO… They are Destination Curators! (i.e. creators +curators of amazing content that helps tells the story of your area )
  18. 18. Things Have Changed for DMOs(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
  19. 19. – If you do nothing else, make sure your businesses, attractions, trails, etc. are listed onwww.TravelOregon.comHow do you do that…..?
  20. 20. 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
  21. 21. • 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
  22. 22. • 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!
  23. 23. • Travel Oregon Blog• Online Trips & Itineraries• General E-Newsletter• Niche E-Newsletter• Grant’s Getaways• Visitor Guide• Social Media• Media pitches & fam itineraries
  24. 24. 2.2 million unique visits a year
  25. 25. 5 storiespublished amonth
  26. 26. 1 story per weekon KGWPortland and ontheir Website &Travel Oregon
  27. 27. Ongoing; asneeded
  28. 28. Over 180,000 active subscribers
  29. 29. • If eligible, place your brochures at nine Welcome Center Gateways to the State. – Annual contract – Costs vary – Contact
  30. 30. • Connects visitors to local ambassadors• Year 1: 605 questions answered• 15 ambassadors recruited• Year 2: rollout to visitor center staff!
  31. 31. “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.
  32. 32. – 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?
  33. 33. • 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
  34. 34. • Adventure• Immersion in nature• Romance• Learning• Cultural enrichment• Escape• Reconnect with friends and family
  35. 35. 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
  36. 36. • 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
  37. 37. 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
  38. 38. • 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, kristine@visitcentraloregon.com – Linea Gagliano, Global Communications Manager, Travel Oregon, linea@traveloregon.com• Travel Oregon RTS Media Relations Worksheet – Discuss this afternoon
  39. 39. • 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
  40. 40. • 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: chris@traveloregon.com for more information
  41. 41. Run video of From Oregon with Love

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