Travel Oregon 2011 - 2013 Strategic Plan
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Travel Oregon 2011 - 2013 Strategic Plan Document Transcript

  • 1. Winning the Hearts of Experience-Hungry Travelers TRAVEL OREGON 2011-2013 STRATEGIC PLAN
  • 2. CONTENTS 1. Executive Summary: A Quick and Substantive Look at Travel Oregon’s Strategic 1 2. Priorities 2011-13 3. By the Numbers  Travel Oregon Budget 16  Urban Sources of Business 17  National Outlook for Travel 18 4. Regional Cooperative Marketing Plan (RCMP) 19 5. Appendix – Detailed Plans by Department  Tourism Development 20  Consumer Marketing 39  International 60
  • 3. JANUARY 5TH 2011: FACEBOOK POSTING WOW! Stopped in Ashland on our way to SFO. Just had the best Pinot Noir EVER! We are staying the night. We will be back in the office tomorrow afternoon…late. I wanted to move here but Joel said we could just buy the wine instead.THE WOW EXPERIENCETen to one you are wondering about that wine label. “Which Pinot was she talking about?” Itturns out, you are not alone.In January of 2011, for the first time, the number of messages posted on Facebook exceededthe number of people using Google search—with more than a billion new postings every day.Just one more indicator, things are changing fast. Not just fads and fashions; but the very fabricof how people interact and manage their lives. The mass-market- consumer world is yielding toa world where people value connections and experiences more than acquiring the next newthing. The rise of the “real time” web and increasinglysophisticated mobile devices is providing the means forpeople to connect with one another in unprecedented ways.Social and political milestones are also reshaping our value In one study of more than 12,000landscape. The events of 9/11 combined with seismic Americans, researchers from Cornellchanges in our economy have shifted the values and University and University of Coloradoexpectations of Americans in every social demographic. found that people reported greater happiness from investing in lifePeople are thinking differently about the world and what it experiences rather than purchasingmeans to be happy and successful. This is especially true for material goods. The study suggestsan established group dubbed the “Creative Class” by that the reason for this is thatCarnegie Mellon Professor Richard Florida1. Essentially, if experiences are easier to interpretyour job includes developing ideas, then you are part of the positively, contribute more to social relationships and are a moreCreative Class. It has been estimated that the Creative Class meaningful part of personal identity.makes up more than 30% of America’s work force, andamong their highest values are travel and the experiencesassociated with exploring new places.1 This study appeared in the Journal of Personality and Social Psychologyhttp://www.themedguru.com/20100412/newsfeature/experiences-make-us-happier-material-things-study-86133972.html 1
  • 4. These people are looking for more than the “thin value” offered by 20th century top-down institutions. The recent cascade of Twitter-fueled revolutions in Africa and the Middle East support Umair Haque’s assertions in his latest book that people value renewable, democratic, equitable, peaceful and interactive/meaningful life choices. These changes are creating a profound need to shift life’s perspective from “the bleachers” to “the court.” People are no longer content to just watch the game—they expect to be in the game. Consumers are increasingly hungry“Increasingly whatwill make us happy is for authentic adventure and exploration. The pre-packaged facades ofspending our time luxury travel are giving way to a carpe diem embrace of adventure,and our money exploration, and excitement. People want their travel experiences to besatisfying the desirefor authenticity.” unique and highly personalized. For many there is nothing better than being the one who “discovers” a new bed and breakfast, a secret ocean view trail, or a small winery tucked away in a lush valley. These days the news of a “WOW-worthy” amazing (take your pick; food-wine-hotel-trail-beach- etc.) find is immediately shared and multiplied as photos, blog posts, video clips, tweets, reviews, and GPS coordinates are posted in real time. And these instant reviews make a big difference. According to Nielsen: 87% of travelers said reviews impacted hotel choice, 84% said reviews impacted method of travel, and 78% said reviews impacted choice of dining. To top that off, there’s new research from MIT proving that a consumer review is over 12 times as powerful as any ad. In addition, Phocuswright research tells us that a prior visit along with a recommendation from friends and family is the primary motivation to travel to a destination2. For people in the travel and tourism industry the message is clear; the consumer must be at the center of everything we do and we must not underestimate the power of individuals to wield incredible influence at every step in their travel experience. Expectations are high and so are the stakes. For the modern consumer, travel is a big deal. In the perfect world, authentic and adventurous travel creates new connections and new friends, it refreshes existing relationships, and it sets the groundwork for personal 2 Destination Marketing: Understanding the Primary Role and Impact of Destination Marketers. PhoCusWright, 2009 Pull quote - Joseph Pine, TED conference, “What Consumers Want”. http://www.ted.com/talks/joseph_pine_on_what_consumers_want.html 2
  • 5. transformation. All that from a fishing trip on the Rogue? Yes. The good news is, for travel andtourism professionals, the perfect world feels a lot like Oregon.THE IMPACT OF AUTHENTICITY In our previous strategic plan, Travel Oregon called out Oregon’s “authenticity advantage.” In that plan the consumer marketing approach was to inspire, engage, and multiply; and the results speak for themselves. Travel Oregon’s ad campaign, recognized by the US Travel Association as “Best Overall Campaign” in 2010, generated $8 dollars in new tax revenue and $193 dollars in new visitor spending for every $1 dollar invested in The Oregon Bounty Cuisinternship campaign generated the largest single domestic media advertising. As a result, day spike in visitors to traveloregon.com. more people than ever before areengaging with Travel Oregon’s relationship network: over 2 Million unique visitors on TravelOregon’s family of sites each year, 21,000 Facebook fans, and an overall consumer responserate that has increased over 155% from 5 years ago.The effects of our work are also felt around theworld. Despite the global recession, we’ve been ableto maintain and even grow awareness of Oregon inboth established and emerging internationalmarkets. We’ve seen growth in overall internationalvisitation to Oregon, have been able to identifypromising emerging markets, and have been savvyabout maximizing our relationships with the traveltrade with first of a kind online strategies—harnessing Twitter and Facebook in country, for In country representatives manage regular tweets, in language, to fans in Japan, the Netherlands, Germany, UK and France.example, to drive consumers to tour operatorproduct featuring Oregon. Importantly, Oregon has sustained the international nonstop airservice to Canada, Amsterdam and Tokyo. 3
  • 6. The impacts begin, in fact, at the ground level, where tourism development plays a critical rolein the incubation of small business and its inherent entrepreneurial spirit. One such program isThe Oregon Rural Tourism Studio,a training initiative designed toassist with the development oftheir tourism industry in a waythat will help stimulate the localeconomy, protect and enhancelocal natural and culturalresources, and foster prideamongst participants. As a resultof the program, Travel Oregonhopes to see an increase in high-value, authentic experiences for European Tour Operators on an Oregon research trip. Promoting shoulder season product is a keytravelers across the state that will strategy for international markets.contribute to community livabilityand help strengthen our state’s position as a premiere tourism destination in North America.Community members participate in Travel Oregon’s Rural Tourism Studio in Oakridge. At right, Oakridge’s new visitor guide.Tourism planning requires relevant research, strategies, resources, timely information, andpartners. Unique tourism niches offer statewide opportunities that can be “owned” by Oregon–such as cycling. 4
  • 7. Oregon is home to a wide range of some of America’s most scenic riding–road and off-road– and nurtures one of the world’s most dynamic bicycle cultures. This did not happen by accident. In large part, it was planned tourism development, years in the making – and a prime example of the core ethos permeating Oregon’s tourism strategy: STEWARDSHIP. Reflecting this, Travel Oregon and the state’s tourism and hospitality industry have focused on the identification and promotion of enterprises which adhere to sustainable practices. RideOregonRide.com – a comprehensive website for cycling launched in 2010. The risk of a fragmented approach is the loss of brand cohesion. That is why this plan places such a premium on our ability to work even better together as an industry. So where the impact begins at the ground level—it is successfully gaining momentum throughout the industry and driving incredible performance in Oregon’s overall economy. Together with Oregon’s dozens of Destination Marketing Organizations and tens of thousands of businesses across the state, we’re part of a tourism industry that generates $313 Million in state and local tax revenue, 87,500 direct jobs, and an overall impact of $8.1 billion dollars per year for Oregon’s economy. Each region is seeing growth, gaining awareness, Central Cascades Geotourism Project Website launched in 2010, and contributing to the magical publicin partnership with Travel Oregon, Washington Tourism, National understanding of Oregon as a destination, an Geographic and dozens of Oregon communities. experience, a brand, and a feeling. It is not about one season or another, it is not about one festival, or sport, or destination. It is a catalytic effect that reflects the steady integration of efforts small and large all over the state. The leaders in our industry are saying loud and clear that the momentum we are experiencing is strong and tangible. 5
  • 8. LEVERAGING CONNECTIONS AND EXPERIENCEFor all of the high technology and real-time web implications in this plan, the work that needsto be done is more akin to hiking a steep trail on a rainy day than launching a rocket ship. It isabout being prepared; paying attention to every step; and making sure we all know where weare and where we are going. It is more about discipline than difficulty.But in this world of constant distraction, focus is a luxury. It is challenging to maintain alignmentin communication, planning efforts, messaging, and marketing within a single agency—muchless an entire industry. But that sense of interdependence and connection throughout the entire industry is what we aim to achieve. Through efforts like Project Watershed, Oregon’s tourism industry is working to create rhythm and alignment in strategic planning and shared goals. Through the Oregon Tourism and Hospitality Consortium we are providing an ongoing platform for dialogue and adjustments. It is about all industry partners recognizing that nobody enjoys an abundance of time or money, and recognizing the intelligence and urgency of working together. Stakeholders from across the state meet for Watershed, a long term tourism planning initiative, fall 2010. It is about continuing to ensure the highestand best use of all of our resources and relationships to achieve the substantial goals defined inthis plan. The economic impacts described above represent a fraction of what is possible if weoptimize our connections and focus on ensuring a 21st century standard of quality in everyaspect of a visitor’s experience in Oregon. This is not a strategic plan designed to play defenseagainst a backdrop of economic woe. This is a strategic plan designed to create alignment andinvite a wide range of private and public partners to contribute and benefit from thissustainable economic engine.Not to push the hiking metaphor too far, but even novice hikers know—gear makes adifference. With the right tools we can be more focused and make smarter choices for how weapply our limited resources. We can develop more customized communication—connectingvisitors to relevant content through personalized “lenses”—alleviating the overwhelmingnature of searching for travel info online. We can spark actual conversations—to intriguevisitors and encourage authentic WOW Oregon experiences. We can work hard to deliver 6
  • 9. quality experiences and to reward consumers—an Oregon tribe of fans—who take that extrastep and become advocates for the Oregon way. The stories from our tribe will attract otherswho choose to build their own personal Oregon adventure—and join the tribe themselves. Thisis the stuff of marketing in the world of the real time web.There is no doubt that managing a brand promise as big as Oregon in the digital world, andinsuring excellence in every visitor experience, is a complicated challenge. And there are partsof this plan that reflect that complexity. Many elements fall into the category of “businessintelligence” strategies: optimizing online analytics, developing advanced visitor profileheuristics, etc. But the core impulse behind this plan is simple; keep our visitors, their needs,their goals, at the center of our focus—and their experiences and stories will take us the rest ofthe way.KEEPING GOALS AND VALUES FRONT AND CENTER One of the classic mistakes of businesses in the digital world is to believe that the internet and social media resources area marketer’s “field of dreams.” Put up a cool web site and some interactive content—and they will come—and buy whatever you’re selling: marketing made easy. In reality, marketing has never been more complex; some say the discipline doesn’t even exist anymore in its traditional sense. A consequence of communicating in the digital world is that people can easily peel back the layers of any marketing pitch and find the truth of the value proposition. It may be in consumerreviews, or blogs, or in interviews with subject matter experts. People know that they can“check everything out” online. Travel Oregon’s work over the past nine years has createdmeasurable confidence in our value proposition and brand promise and we are ready for thescrutiny that comes with digital communications.Digital communications are a means, not the end. Social media is merely a tool, not the key tohuman development. We are not seeking lots of friends on Facebook… Our goals are muchbigger. The goals for Travel Oregon include a resolute stewardship for all of Oregon’s naturalresources the desire to add sustainable, living wage jobs—by the thousands—to Oregon’seconomy: and to provide Millions of people with best in class service and transformativeexperiences that ultimately make the whole universe a better place. That is what this plan is 7
  • 10. about. That is what we want to accomplish. So you can see, a few clicks here and there aren’tgoing to cut it. As we take advantage of modern technology trends we must be careful not toconfuse the map with the territory—the means with the ends. It is true, the real time web is changing the way humans and computers interact. The rise of the App and location aware devices are all combining to transform what is possible as the number of “smart” devices exceeds 5 billion. Computers are acting more and more on our behalf—not on our command. The big question is how do these technology shifts enable new, more authentic, connections and experiences? It is not about having a cool GPS unit in your coat pocket—it isThe new Travel Oregon Welcome Center at PDX serves about how that peace of mind that comes from 125,000 visitors a year. the GPS unit creates a better, safer, more challenging hiking experience. Oregon is rich in thesubstance of experience; we simply need to make it discoverable in an increasingly crowdeddigital universe.STRENGTHENING OUTCOMES THROUGH ALIGNMENTThis plan recognizes that whatever boldness we can muster is a function of our ability to define,connect, and become more self-aware as an industry. The impulse to make connections hasalways been a part of our approach at Travel Oregon. It starts with connections between local,regional, and statewide destination management resources. Next there are connections withindustry partners like hotels, restaurants, travel professionals, etc. Then there are connectionswith key State and Federal agencies like Fish and Wildlife, Transportation, National ParksService, Forest Service, Bureau of Land Management, Parks and Recreation. Now a wide rangeof small businesses from river guides to breweries are joining us at the planning table. We areconnecting with snow sports associations, bird watchers, foodies and guides and packers, thelist goes on and on. It is not unreasonable to ask, who isn’t a stakeholder in the success ofOregon’s travel and tourism industry?What is different about this plan is that these connections are a source for measurablecooperative action. An example of this “action” approach began in mid-2010 with an initiativenamed “Watershed.” The goal for Watershed is to solicit perspectives and opportunities from abroad cross section of industry experts to clarify a shared, guiding vision for the next 20 years.Watershed asks the question, “What could happen if we work together with a shared vision in 8
  • 11. mind?” During a break in one of the initial Watershed meetings an attendee quipped, “You canfeel the silos melting.” And although it is in the early stages, Watershed is working. An earlyresult of this effort is a commitment from dozens of stakeholders to participate in an annualshared strategic planning andalignment process to create moreefficiency and impact across theindustry. The effort also confirms theveracity of the strategic planning work we have done over the years; we are at least in the samechapter if not on exactly the same page with one another.KEY OUTCOMES AND PERFORMANCE METRICS FOR THE 2011-13 STRATEGIC PLANTravel Oregon has developed this plan, continuing to use an “outcomes-based” approachwhere the inclusion and priority of a specific strategy or tactic is determined by the results itwill generate. Examples include economic return on investment, community strategicdevelopment, industry infrastructure, capacity building, and industry workforce metrics. As youexamine Travel Oregon’s list of targeted outcomes below, you’ll see the potential synergiesstatewide, and note that each of these statements is ultimately prescriptive and measurable. 1. Grow strategic partnerships to align & leverage resources to achieve core goals  Travel Oregon takes full advantage of all business relationships to capitalize on efficiencies  Travel Oregon generates revenue opportunities that bring in additional dollars that leverage the 1% lodging tax revenue Key Partner Examples:  Public land management agencies  Economic development/business development  Private sector (consumer goods and services, tourism businesses)  Foundations  Destination Marketing Organizations  Educational institutions 9
  • 12. Grow Strategic Partnerships to Align & Leverage Resources to Achieve Core GoalsKey Metrics Results 2009-11 Goal 2011-13Domestic Consumer MarketingThe Orb: Data partners 13 data partners: Double 10 active DMOs, 3 participating DMOs; statewide trade explore other organizations possible trade associationsThe Orb: Training/Support 10 DMO training Double training sessions sessionsThe Orb: Distribution partners (sites other 2 Increase to 10than TO)Advertising/Partner Opportunities: Ad $654,780 (based onNetwork - Increase Ad Revenue by 16% CY 2010 contract $760,547 (avg. per(from 10) period) year)Key Metrics Results 2009-11 Goal 2011-13Tourism DevelopmentGovernor’s ConferenceNumber of Delegates 862 1,000Percentage of Program Cost Supported by 60% 50%Delegate Fees (event meets budgetexpectations)Key Metrics Results 2009-11 Goal 2011-13International & Domestic Travel TradeIncrease Oregon Tour Operator Productawareness through strategic retailpartnership 1 event 2 events 10
  • 13. 2. Continue to Implement Global Brand Campaign to Maximize Consumer Impact and Overnight Trip Generation  Consumers are inundated with messages; consistent, cooperative branding creates greater impact and retention of our message  Continue to implement evocative, resonant brand work that communicates Oregon’s core values and experiences, and that motivates people to visit  Help partners effectively adapt voice and/or style of Travel Oregon brand campaign that can be used in various markets for tourism businesses/destinationsContinue to Implement Global Brand Campaign to Maximize Consumer Impact andTrip GenerationKey Metrics Results 2009-11 Goal 2011-13Domestic Consumer MarketingAdvertising: Increase ROI in Expenditures $193 in visitor $203 in visitor5% (every $1 invested in advertising spending (based on spending (to begenerates visitor spending) 08 Longwoods Ad based on 10 Accountability Longwoods Ad study) Accountability study, est. final report May 2014)Advertising: Reduce Cost to Generate Trip $1.14 (based on 08 $1.08 (to be based5% Longwoods Ad on 10 Longwoods Accountability Ad Accountability study) study; est. final report May 2014)Advertising: Maintain Average $0.64 (based on FY $0.64Cost/Inquiry** 09-10)Advertising: Increase Total Inquiries* 9% 2.29 Million (per 2.50 Million (avg. year, based on FY per year) 09-10) 11
  • 14. TravelOregon.com: Overall Reach for Digital 2.2 Million (avg. per Increase by 10% toPlatforms (Visitation) year) 2.42 Million (avg. per year)TravelOregon.com: Time on Site 6.72 minutes MaintainTravelOregon.com: Overall Engagement 11.24% Increase to 15%National Media Relations: Print Circulation 529 Million 600 Million (2 years) (2 years)National Media Relations: Online 638 (FY10-11 online 1,700 (2 years)Circulation (Millions) coverage only, not tracked in 09)National Media Relations: # of Print Stories 357 360National Media Relations: # of Online 170 (FY10-11 online 550 (2 years)Stories coverage only)Key Metrics Results 2009-11 Goal 2011-13International & Domestic Travel TradeInternational Website Visits- TravelOregon.de 24,380 Visits 25,000 Visits- TravelOregon.jp 18,201 Visits 24,000 Visits- TravelOregon.cn New 20,000 Visits- TravelOregon.kr New 20,000 Visits- TravelOregon.fr New 15,000 VisitsVisaVue® FY 10 Benchmark Goal 6% IncreaseTrack VisaVue® top key and emerging 1,424,000 1,509,440markets statistics per year 12
  • 15. Tour Operator Product Listings FY 09-10 Goal 6% Increase Benchmark- United Kingdom 902 950- Germany 1334 1350- France 17 20- Netherlands 106 Maintain- Scandinavia New 10- Japan 30 Maintain- Canada 63 70- Australia New 5Domestic Travel Trade 287 300Media Relations: Print Circulation ** FY 09-10 Goal per year Benchmark- United Kingdom 66,384,687 66,500,000- Germany 6,888,229 6,900,000- France 828,761 900,000- Netherlands 4,787,215 4,800,000- Scandinavia New 200,000- Japan 103,202,114 100,000,000- Canada 310,961 330,000- Domestic Travel Trade 359,456 400,000 * Avg. inquiries per year (Response Rates) currently includes BRCs, phone inquiries, TravelOregon.com, Blog, GoSeeOregon.com, RideOregonRide.com, Food + Drink site, Kids Site (TO investigating inclusion of other key TO branded "outposts" like Facebook, YouTube) ** Online International circulation will begin being tracked July 1, 2011. 3. Deliver the Brand Promise of Oregon to our Industry and Consumers of Personalized, Best in Class Service Consumer:  Travel Oregon is the number one trusted resource for trip planning to Oregon globally  Oregon information and inspiration is available to the world  Oregon has a seamless visitor information network—both online and face to face  Grow deeper understanding of our customers so we can better serve their needs. Provide customized information  Oregon is a playground where visitors can easily connect with transportation (reservations, activities, etc.) throughout the entire experience 13
  • 16. Industry:  Travel Oregon is a global leader and source of inspiration for tourism marketing innovation, use of technology, and small business incubation  Businesses and communities are able to make effective decisions about their development because they have adequate research  Oregon’s Tourism Industry has robust access to Travel Oregon resources, tools and trainingDeliver the Brand Promise of Oregon to our Industry and Consumers of Personalized,Best in Class ServiceKey Metrics Results 2009-11 Goal 2011-13Tourism DevelopmentVisitor Information Network: Cost per <$2.00/visitor <$1.80/visitorVisitorIndustry Website: Unique Visitors to Site 30,000 50,000 4. Oregonians, Business Leaders and Elected Officials See Tourism as a Vital Strategy for Economic Development and Preserving Oregon’s Quality of Life  Create jobs and earnings in the tourism and hospitality cluster, delivering on both quantity and quality of jobs  Generate visitor spending and tax revenue  Facilitate transformation/revitalization of urban and rural areasOregonians, Business Leaders and Elected Officials See Tourism as a Vital Strategy forEconomic Development and Preserving Oregon’s Quality of LifeKey Metrics Results 2009-11 Goal 2011-13Tourism DevelopmentRural Tourism Studio: Engaged Participants 175 200Consortium: Regional Town Halls Delivered 6 8 14
  • 17. 5. Oregon Preserves and Enhances its Natural and Cultural Resources Through Tourism  Oregon is a leader in the sustainable travel experience  Tourism improves the quality of life for visitors to/within Oregon, and maintains the Oregon ethos  Identify and develop visitor experience niches/products that align with Oregon’s core values and generate positive economic impact across the state (e.g., “Oregon is the number one cycling tourism destination in North America” and “Oregon is the number one local, organic, sustainably managed culinary travel experience in North America”)  Visitors are able to travel and practice their environmental values easily. Tourism businesses operate with the triple bottom line in mind (people, planet, profit)Oregon Preserves and Enhances its Natural and Cultural Resources Through TourismKey Metrics Results 2009-11 Goal 2011-13Tourism DevelopmentSustainability Initiatives: Business N/A 250Challenge ParticipantsNumber of hoteliers participating in the N/A 70Travel Philanthropy ProgramNumber of eating establishments N/A 25participating in the Travel Philanthropyprogram 15
  • 18. BY THE NUMBERS Total Travel Oregon Budget 2011 – 2013 $23,696,773 Tourism Development $3,913,000 Domestic Consumer Marketing $10,782,157 International Marketing/Sales & Domestic Travel Trade $3,317,453 Regional Cooperative Marketing Program $2,776,758 Administration Budget $2,907,405URBAN SOURCES OF BUSINESS Regions Urban Sources of Willamette Southern Central Eastern Greater Mt. Hood/ Business The Coast Valley Oregon Oregon Oregon Portland The Gorge Oregon Portland 54% 40% 14% 38% 38% 19% 32% 40% Seattle 6% 6% 10% 14% 7% 25% 13% 13% Eugene 9% 21% 5% 10% 6% 4% 9% Medford 6% 17% 5% 5% 5% Bend 3% 5% 5% 5% 5% 4% LA 5% 4% 5% 7% 3% SF 13% 5% 5% 8% 4% 3% Spokane 3% 4% 4% 3% Boise 13% 4% 2% Sacramento 8% 2% 16
  • 19. NATIONAL OUTLOOK FOR TRAVEL Travel Forecast SummaryYear 2006 2007 2008 2009 2010 2011 2012 2013MeasurementReal GDP ($ Billions) 12,976.3 13,228.9 13,228.9 12,880.6 13,214.4 13,538.3 14,011.0 14,547.1Unemployment Rate (%) 4.6 4.6 5.8 9.3 9.7 9.2 8.0 6.9Consumer Price Index * (CPI) 201.6 207.3 215.2 214.5 217.9 221.1 226.1 232.7Travel Price Index * (TPI) 233.5 244.0 257.7 241.5 251.6 259.2 267.6 275.5Total Travel Expenditures in U.S. ($ Billions) 695.7 738.0 772.5 704.4 755.6 794.9 834.7 878.8 U.S. Residents 610.0 641.3 662.4 610.2 654.0 683.1 713.2 749.8 International Visitors ** 85.7 96.7 110.1 94.2 101.7 111.8 121.6 129.0Total International Visitors to the U.S. (Millions) 51.0 56.0 57.9 54.9 59.3 61.5 64.4 66.9Overseas Arrivals to the U.S. (Millions) 21.7 23.9 25.3 23.8 25.8 27.1 28.5 29.8Total Domestic Person-Trips *** (Millions) 2,000.5 2,004.5 1,964.9 1,898.8 1,957.2 1,992.5 2032.4 2080.7 Business 508.7 494.3 461.1 431.1 449.0 460.8 469.0 476.5 Leisure 1,491.8 1,510.2 1,503.8 1,467.6 1,508.2 1,531.7 1,563.4 1,604.1Percent Change from Prior YearReal GDP (%) 2.7 1.9 0.0 -2.6 2.6 2.5 3.5 3.8Consumer Price Index (CPI %) 3.2 2.9 3.8 -0.3 1.6 1.4 2.3 2.9Travel Price Index (TPI %) 4.9 4.5 5.6 -6.3 4.2 3.0 3.3 2.9Total Travel Expenditures in U.S. (%) 6.4 6.1 4.7 -8.8 7.3 5.2 5.0 5.3 U.S. Residents 6.6 5.1 3.3 -7.9 7.2 4.5 4.4 5.1 International Visitors 4.9 12.9 13.8 -14.4 7.9 10.0 8.7 6.1Total International Visitors to the U.S. (%) 3.6 9.8 3.5 -5.3 8.0 3.7 4.7 3.8Overseas Arrivals to the U.S. (%) -0.1 10.3 6.1 -6.3 8.6 5.2 4.9 4.7Total Domestic Person-Trips * (%) 0.4 0.2 -2.0 -3.4 3.1 1.8 2.0 2.4 Business -0.2 -2.8 -6.7 -6.5 4.2 2.6 1.8 1.6 Leisure 0.6 1.2 -0.4 -2.4 2.8 1.6 2.1 2.6 *1982-84 = 100 **Excludes international visitors’ spending on traveling to the U.S. on U.S. flag carriers, and other misc. transportation ***One person on one trip 50 miles or more, one way, away from home or including one or more nights away from home. Sources: US Travel Association’s Travel Forecast Model; BLS, Department of Labor; OTTI, BEA, Department of Commerce 17
  • 20. REGIONAL COOPERATIVE MARKETING PROGRAM (RCMP)Under the 1% statewide lodging tax legislation, the Oregon Tourism Commission mayappropriate as much as 15% of the revenue to Oregon’s seven tourism regions for cooperativeregional and multi-regional marketing efforts.The Travel Oregon team continues to dedicate significant time and resources to running aneffective and efficient RCMP program. We convene in-person planning summits andsupplemental conference calls as needed with the seven Regional Destination MarketingOrganizations (RDMOs) to cover project updates and brainstorm joint initiatives. The regionssubmit a six month progress report and a final annual report in February and August,respectively.The timeline for the RCMP is as follows:Summer/Fall – Brainstorming/Planning Summit with RDMOs and Travel Oregon team. TravelOregon team shares key initiatives and the group develops statewide program ideas.Early Winter – Travel Oregon team presents at ODMO (Oregon Destination MarketingOrganizations) winter conference on strategic direction and partnering opportunities.Winter to Spring – RDMOs convene marketing committees and build plans. RDMOs presentplans to each other and to Travel Oregon team in April.Spring – Plans are negotiated with regions and finalized, pending commission approval.Early Summer – Plans presented at Oregon Tourism Commission meeting for approval.These plans are posted on the Travel Oregon website at:http://industry.traveloregon.com/Departments/Domestic-Consumer-Marketing/Regional-Cooperative-Marketing-Program.aspx 18
  • 21. APPENDIXThis section provides plans by department in more detail. If you have additional questionsregarding our plans and opportunities for partnering with Travel Oregon, please contact us atinfo@traveloregon.com or 503.378.8850.TRAVEL OREGON COMMISSIONERSNine commissioners oversee the activities of the Oregon Tourism Commission (at the time ofthis plan we are awaiting the appointment of one commissioner). The Governor appoints allCommission members with five representing Oregon’s lodging industry, three representing thetourism industry at-large and one representing the public-at-large:Tom Luersen, ChairChris Erickson, Vice-ChairAlana AudetteJackie Edmunds-ManzHank HickoxJeffrey KohnstammWin McCormackKaren UtzKari Westlund 19
  • 22. TOURISM DEVELOPMENTThe Tourism Development Department embraces its mission to “assist Oregon communitiesand organizations to develop, enhance and implement sustainable tourism plans andproducts.” During the next biennium our efforts will be focused on the following:  Tourism Research – Travel Oregon will continue to conduct actionable research on industry health and Travel Oregon’s performance, as well as the overall contribution to Oregon’s economy by both Travel Oregon and the industry.  Industry Strategy & Communication – Travel Oregon will continue to pursue its efforts to strategically communicate the socio-economic value of the state’s tourism industry. This communication platform will be delivered through a “best in class” interactive industry interface.  Product & Business Development - Travel Oregon will continue to focus on emerging sustainable tourism development opportunities.  Destination-Based Development – Travel Oregon will continue to strengthen and deepen our commitment to assist communities working toward their full tourism potential.  Visitor Relations – Improve Travel Oregon’s and partners’ consumer experience deliverables to “best in class” by deepening the reach of the program and broadening a statewide commitment to on-site visitor information delivery.Industry ResearchBackground:Travel Oregon recognizes that research can be the key to successful marketing anddevelopment – but not all tourism constituents can afford to build their own research platform.Therefore, Travel Oregon dedicates resources to produce and purchase proactive researchproducts. These materials help the tourism industry make informed decisions regardingproduct development, marketing programs, trending and performance at the local, state,national and international levels, and provide performance measures for the agency and theindustry. This commitment to a consistent research platform allows for educated and efficientuse of resources.Description:Conduct actionable research that provides Travel Oregon and industry partners tools to makestrategic marketing, development and communication decisions. The industry platform for theupcoming biennium will include the following: 20
  • 23.  Annual Industry Economic Impact Research (Dean Runyan & Associates)  Advertising Impact Evaluation Research (Longwoods International)  Visitor Profile Research (Longwoods International)  International Spending Research (VisaVue®)  Lodging Industry Health Research (Smith Travel Research)  National Trending Research (US Travel Association)Key Measurements: Provide timely research results to Travel Oregon and Oregon’s tourismindustry that are utilized to advance industry interests.Tourism & Hospitality ConsortiumBackground:Prior to the passage of the Oregon Tourism Investment Plan in 2003, the state’s tourismmarketing efforts were inadequately funded or ranked 47th in the country out of 50 states. As aresult, Oregon was losing market share to its tourism competitors. In 2003, tourism industryleaders crafted a plan that resulted in strong administrative and “executive” legislative support.This new funding structure allowed Travel Oregon and its tourism marketing partners to makelong-term plans to bolster the state’s tourism industry.The success of that legislative victory led to the formation of the Tourism & Hospitality IndustryConsortium (Consortium). Its mission focused on the broader strategic outcomes for both theindustry and the state. The goal was a productive dialogue with policymakers, economicdevelopment professionals, and business and industry leaders throughout Oregon. TheConsortium organized and built a strategic plan with four imperatives:  Create a clearinghouse for industry positions/messages  Create a leadership vehicle for industry action  Create a common communication platform for conveying industry value  Share the experience values of OregonDescription:Travel Oregon will continue to build on the Consortium successes experienced over the last sixyears. We will work to adapt the organization’s structure to encourage a broader and deeperindustry positioning platform. This will include the possibility of partnering with industryorganizations to help broaden the communication audiences for strategic industry messages.Specifically, Travel Oregon will address the following during the 2011-13 biennium:  Convene and Participate in quarterly Tourism & Hospitality Consortium Steering Committee meetings  Convene annual Consortium Industry Summit  Convene four regional town hall meetings per year  Act on the findings of Project Watershed 21
  • 24.  Produce, deliver and maintain industry communication toolkit and platform  Advocate industry value to state’s economic development infrastructure  Advocate industry value to state’s policy-maker infrastructureKey MeasurementsConsortium Results 2009-2011 Goal 2011-2013Number of Town Halls delivered 6 8Produce Robust and Interactive Industry N/A In place by fiscalMessaging Toolkit on Updated 2012-13TravelOregon.com/IndustryConvene Annual Consortium Summits 2 summits – 150 2 summits – 200 total participants total participantsIndustry CommunicationsBackground:Since the formation of Travel Oregon, the organization has understood it operates in service tothe state’s tourism industry. We also appreciate that real industry success will only occur whenall partners are aligned and leveraged in their efforts. This dynamic depends on clearcommunication that leads to trust which leads to strong partnerships.It’s a new era of collaboration. We’re all working toward the same purpose: get visitors toOregon. As the go-to resource, Travel Oregon forges alliances that inform our collective workand ultimately serve to create jobs and build our economy.Travel Oregon must demonstrate its value to the industry by establishing a superior and reliableindustry information resource.Description:To advance and support the work of the industry, Travel Oregon will develop a communicationsstrategy and tools to help partners statewide share our collective intelligence and communicatewith one voice. We will: Build out our industry website content with a wealth of exceptional tools and stories that share our industry’s value and impact Deploy our knowledge in communication tools partners can utilize to share the tourism industry story Provide businesses and media with the latest industry information 22
  • 25.  Support tourism development projects such as the Sustainable Business Initiative and Traveler’s Philanthropy with business-to-business communicationsAnticipating industry needs, Travel Oregon will develop a state-of-the-art interactive interfacethat engages partners as THE trusted foundation for industry communication. To achieve a top-notch platform, the existing website needs new focus. Working with the industry, we willdevelop a user-friendly, intuitive “destination platform” that drives the Travel Oregon messageand delivers in a timely manner: Information resources (news, key research, industry contacts, earned media, key industry messages, Consortium/Watershed updates-opportunities, etc.) Interactive project tools (brand elements, images, FAQs/guides, case studies, etc.) Social media and intra-industry messaging (blogs, problem-solving asks, etc.) Partnership opportunities (with Travel Oregon and industry-wide)Key MeasurementsIndustry Communication Platform Results 2009-2011 Goal 2011-2013Launch of Upgraded Industry Site N/A 1/1/2012Unique Visitors to Site 30,000 50,000Oregon Governor’s Conference on TourismBackground:For over 25 years, Travel Oregon has organized and convened the annual Oregon Governor’sConference on Tourism. The purpose of this annual gathering is to provide opportunities forOregon tourism industry professionals to learn about new travel trends, acquire new skills andinteract with colleagues from throughout the state. Travel Oregon works closely with a broadrange of industry, agency and economic development partners to produce a high value,comprehensive, and interactive program that is a “can’t miss” experience. It is also the intentof Travel Oregon to move the conference each year to different regions in the state toencourage a broad range of Oregon experiences for delegates that attend year after year. Theconference has seen growth over the last decade and currently enjoys annual attendance ofover 400 delegates. The conference is predominantly supported by registration fees,sponsorships and exhibitor attendance.Description:Travel Oregon will continue to produce a “best in class” conference experience for attendees bysharing timely information and opportunities that can be “taken home” and put to use. We willwork with our partners to ensure that we also showcase the areas where the conference is heldas well as recognize the partnerships necessary to produce the event. 23
  • 26. The objectives for the upcoming biennium are:  Provide the highest level of educational, inspirational and networking opportunities for Oregon’s tourism industry members  Encourage agencies, communities and organizations to participate in the event  Look for opportunities for deeper leveraging relationships with sponsors, exhibitors and delegates  Make the conference less reliant on delegate fees  Create and utilize feedback tools to measure success and to inform future conferencesKey MeasurementsGovernor’s Conference Results 2009-2011 Goal 2011-2013Number of Delegates 862 1,000Percentage of Program Cost Supported by 60% 50%Delegate Fees (event meets budgetexpectations)Cycling Tourism Program: Making Oregon a Premiere Cycling DestinationBackground: Cycling Tourism is on the RiseOregon is home to exceptional leadership and visionary pioneers who have pushed the cyclingfrontier. Our state initiated many of the nation’s “firsts,” including the Oregon Bicycle Bill in1971, Cycle Oregon, Oregon Bicycle Tourism Partnership, Oregon Scenic Bikeways Program, anInternational Mountain Bicycling Association Ride Center designation, BikePortland.org andRideOregonRide.com.As a result, Travel Oregon (with partners3) has identified cycling tourism - road and off-road - asan important economic development strategy for Oregon. Per the Adventure CyclingAssociation (2010), bicycle travel continues to grow as part of North American and global travelmarkets, based on empirical research and anecdotal evidence from tour operators andpromoters throughout the country.Bicycle travel is an increasingly visible part of the global adventure travel market, whichgenerates $89 billion annually.4 While Oregon has not conducted a thorough study of cycling3 A sample set of partners includes Cycle Oregon, Oregon Parks & Recreation Department, Lane County, ClackamasCounty, Wallowa County and Washington County.4 Adventure Tourism Market Report by the Adventure Travel Trade Association, August 2010 24
  • 27. tourism, Longwoods International has extrapolated a few points from a general visitor studyconducted 20095:  1.3 Million tourists6 bicycled while visiting Oregon  Those 1.3 Million tourists spent $223 Million primarily on lodging, meals, and retail  Overnight visitors that cycled spent eight times more than day travelers ($199 Million vs. $24 Million)Description:To advance Oregon as a premiere destination, Travel Oregon will lead in the following ways: 1. Convene & Partner We will convene and contribute to the Oregon Bicycle Tourism Partnership’s key objectives, and also invest in new partnerships to bolster additional cycling tourism infrastructure. 2. Amplify Connectivity with Cycling Visitors We will upgrade RideOregonRide.com with new features: o lists of guided tours o a calendar integrated with ORBike.com o a catalog of itineraries, including suggestions for how to enjoy the new Oregon Scenic Bikeways The creation of a ‘Bike Ambassador’ program will be pursued, whereby one designated cycling ‘expert’ per tourism region would serve as an Oregon trip planning resource. Working with local tour operators, multi-day packages will be created for inbound tour operators (domestic and international) interested in bringing medium/large size cycling tours to Oregon; we have not been able to accommodate these to date. 3. Leverage the Oregon Scenic Bikeways Program As a founding partner, Travel Oregon supports the development of this program by offering assistance to proponent groups. This includes: o assistance with marketing plans o marketing the designated Bikeways o serving on the committee that shapes the program o offering community-based workshops to support small business development & visitor amenities along Bikeway routes5 Oregon 2009 Cyclist Visitor Analysis, Longwoods International, August 20106 A tourist is defined as someone traveling more than 50 miles from their residence or staying overnight. Tourists,in this case, are inclusive of in-state and out-of-state travelers. 25
  • 28. Key MeasurementsCycling Tourism Program Results 2009-2011 Goal 2011-2013Active members in the Oregon Bicycle +60%7 (increased +30%Tourism Partnership from 25 to 40) (increase from 40 to 52)Number of new strategic partnerships to 38 5advance cycling tourism formedNumber of visitors to RideOregonRide.com 205,423* +35%Total miles designated as Scenic Bikeways 929 16749 (+80%)Number of community-based Scenic N/A 15Bikeway workshops that have been held * Visits occurring between September 2009 (website launch) to March 29, 2011.Sustainable Tourism DevelopmentBackground:While being green is only one facet to sustainable travel, it is clear from the recentTravelHorizons study conducted by the U.S. Travel Association in 2010 that cross-tabulatesgreen travel behavior with the desire to travel to Oregon that the environmentally consciousconsumer has a higher propensity to travel to Oregon than to other destinations in the U.S.10With Portland and Oregon’s international reputation for its leadership in sustainabledevelopment, green building, innovative land use practices, and bike-friendly communities, thisprovides Travel Oregon with an incredible opportunity to:  Align the Oregon experience with the Oregon reputation  Add value through increased visitation from this travel segment  Protect and enhance the natural and cultural assets from which the Oregon tourism industry stems7 Active participation in the OBTP went from about 25 to 40 within the last biennium. Active participation meansparticipating regularly in meetings and between meetings.8 Alta Planning + Design, Bricker Consulting, Oregon Parks & Recreation Department9 Aiming for an additional 445 in 2011 and 300 in 2012.10 Travel Oregon/Green Traveler Analysis conducted by the U.S. Travel Association with data collected for the 2009Wave III travelhorizons™ survey. 26
  • 29. Travelers who consider themselves to be environmentally conscious.While relatively few travelers are willing to pay extra for green travel, significantly moretravelers (15%) considering travel to Oregon are willing to pay extra when compared to thosewho aren’t considering travel to Oregon (5%).And of those Oregon travelers willing to pay more for green travel, about 25% would be willingto pay a premium of up to 9%.Maximum additional percentage one would pay for a hotel stay, airline flight or other travel purchase to patronize an environmentallyresponsible travel company.Description:Stewardship of our natural and cultural resources is a way of life for Oregonians. To ensurethat the visitor experiences our stewardship ethic while traveling in Oregon, we will lead severalinitiatives to support sustainable practices in the industry and facilitate easier connectionsbetween the visitor and those places that have embraced this ethic. By doing so, we willpositively impact our industry’s environmental footprint and contribute to the preservation of 27
  • 30. Oregon’s natural and cultural assets. We will lead five key initiatives under the banner of“Travel Oregon Forever” and they are: 1. Travel Oregon Sustainable Business Challenge A voluntary reporting program created to measure the commitment of tourism organizations operating sustainable businesses. Participating organizations receive rewards through Travel Oregon and partners resulting in increased market access. 2. Oregon Travel Philanthropy Fund This pioneering statewide program supports sustainable tourism development by engaging travelers and travel businesses to channel visitor donations into area projects that will enhance the places they have visited. 3. Sustainable Travel Education & Assistance Travel Oregon will launch an online Sustainability Center, provide statewide educational workshops, and continue stewardship efforts through the Rural Tourism Studio program. 4. Partnering for sustainable transportation options To ensure Oregon is a top travel destination, we will assist in connecting the visitor industry with the development of alternative forms of transportation. These include: o Electric vehicle charging station network o High-speed rail in the Willamette Valley/Oregon o See ‘Cycling Tourism’ appendix. 5. Sustainable Travel Portal Information gathered through the Sustainable Business Challenge will be brought together with other existing sustainable travel assets such as geotourism data, sustainable transportation options, how to enjoy Oregon’s conservation areas and public lands, and tips on how to travel in a sustainable manner together into one Sustainable Travel Portal for Oregon.Key MeasurementsSustainable tourism initiatives Results 2009-2011 Goal 2011-2013Number of businesses/organizations N/A 250participating in the sustainable businesschallengeNumber of hoteliers participating in the N/A 70Travel Philanthropy Program 28
  • 31. Number of eating establishments N/A 25 participating in the Travel Philanthropy program Amount that the seven Travel Philanthropy N/A $70,000 projects receive as a result of participating in the program Number of people who benefit directly from N/A 54011 educational workshops specific to sustainable travel Travel Oregon’s Sustainable Operations Background: Travel Oregon has embarked on a process to identify its impact and understand how it can affect sustainable development both through its internal operations as well as its external programs that influence the industry. To date, Travel Oregon has worked with a graduate student consultant team at the University of Oregon to identify its carbon footprint and has involved all staff in sustainability training by the U.S. Natural Step Network. Through these efforts, Travel Oregon has begun to identify where it can have the most significant impact to reduce the industry’s carbon footprint and improve our impact on the environment and communities across Oregon. Under the leadership of the Travel Oregon Green Team, the organization has adopted a number of environmentally-friendly initiatives at its headquarters in Salem. As a result, theSustainable Tourism: a level organization received Marion County’s EarthWISE sustainableof tourism activity that can be business certification and has been recognized as one of Oregon’smaintained over the long top 100 green companies to work for by the Oregon Businessterm because it results in a Magazine12.net benefit for the socio-cultural, economic, andnatural environments of thearea in which it takes place.Description: In the upcoming biennium, Travel Oregon will utilize information gathered over the past two years to develop an organization-wide sustainability plan that will inform internal operations as well as external programming to encourage sustainable practices in the broader industry. 11 Estimating at least 14 community-based workshops with an average of 30 people per workshop and 4 conference sessions with an average of 40 people per session. 12 Travel Oregon received this recognition from the Oregon Business Magazine in March 2011. 29
  • 32. The Travel Oregon Green Team will lead the development of the plan in coordination with theExecutive Team and the Oregon Tourism Commission.In order to develop the plan, Travel Oregon staff will continue to work with and learn fromorganizations such as the U.S. Natural Step Network and the University of Oregon’sSustainability Leadership program.Key MeasurementsSustainable Operations Results 2009-2011 Goal 2011-2013Recognition for sustainability practices EarthWISE Obtain certification Sustainable or recognition from Business two additional Certification; organizations Oregon Business Top 100 Green Businesses in Oregon RankingOrganizational sustainability plan N/A CompleteProduct Development CenterBackground:In the past, Travel Oregon has budgeted for development of individual niche markets; ourapproach has varied for each. For the upcoming cycle, Travel Oregon will combine all niches forone strategic fund to assist with the development of tourism product as the need oropportunity arises. We believe this fund will be utilized as “match” against partner dollars toaugment our reach and impact.Description:Travel Oregon foresees the following opportunities in product development: Tribal tourism business development: o The continual group work that produces the Tribal Guide also helped craft emerging programs like the Rez Kitchen Tour. We’ll continue to work with the Oregon Tribal Tourism Working Group to explore new cultural development opportunities. 30
  • 33.  Agri-tourism business development: o Many small farmers are looking for ways to supplement their farm business o There is a desire to keep Oregon visitors connected with Oregon products when visiting the state - and after returning home o Farm Stay operations are being organized on FarmStaysUS.com; these assets could be integrated into the Oregon Bounty campaign o Existing agri-tourism activities can also be integrated into the Oregon Bounty campaign Assistance with assembling content for the TravelOregon.com content lenses: o Facilitate conversations with existing niche groups or new niche groups in order to properly assemble their content for TravelOregon.com’s new lenses o Provide tools and coaching to these niche groups so they can continue to build content and showcase product through these lenses over time o Work with our digital interactive team to evolve the content lenses o Niches may include but would not be limited to: wildlife watching, paddle-sports, wind-sports, and trail recreationKey MeasurementProduct Development Center Results 2009-2011 Goal 2011-2013Number of new content lenses created / N/A 4niche markets convened and coachedNumber of agri-tourism businesses (from N/A 50Farm Stands to Farm Stays) integrated intothe Oregon Bounty campaignMatching Grants ProgramBackground:The mission of Travel Oregon, is to "encourage economic growth and to enhance the quality oflife in Oregon through a strengthened economic impact of tourism throughout the state." Assuch, Travel Oregon established a program to make grant awards to eligible applicants fortourism projects that contribute to the development and improvement of local economies andcommunities by means of the enhancement, expansion and promotion of the visitor industry.Travel Oregon’s Matching Grants Program has historically provided “seed” money to Oregon’stourism industry for tourism development and planning projects. Given the state of Oregon’seconomy, each year this competitive program receives on average funding requests three timesthe amount of resources available. Over the past few years we have streamlined the process toinclude pre-screening, online application and connecting applicants to their local destinationmarketing organization. This has improved the content of the proposals and ensured thatsuccessful grants are already leveraging the marketing programs in their local areas. 31
  • 34. Description:Travel Oregon will continue to deliver the Matching Grants Program during the next two years.Working with an experienced and diversified grant committee, we will work with thoseorganizations that are eligible to receive the funds to make sure the process is clear and theresults from the grants are meaningful. The program will continue to leverage the grantfunding with other Travel Oregon and industry partner programs seeking to get the best overallreturn for the investment. As designed, the program requires a 50% match from the qualifyingapplicants. This match is important to ensure the strong partnership necessary to create strongtourism products. Those entities eligible for grant qualification are:  Cities & Counties  Port districts  Federally recognized TribesKey Measurements:Continue to invest in qualifying projects that meet the program ROI guidelinesRural Tourism StudioBackground:The percentage of direct travel-generated earnings per capita as a share of total earnings ismore than double in rural counties as compared with the five most urbanized counties 13. Thesesame rural counties are experiencing a higher unemployment rate as of December 201014 thanthe rest of Oregon. In addition, vast amounts of Oregon’s natural and cultural tourism“product” resides within and around rural areas. Therefore, it is vitally important that TravelOregon continues to make strategic investments in the development of community-basedcapacity for developing tourism and harnessing the economic potential at the local level. Sincepiloting the RTS program in two communities in 2009, Travel Oregon has received applicationsfrom six regions and inquiries from over 15 communities/regions interested in hosting theprogram to enhance their capacity and develop their tourism product. Travel Oregon has alsobeen approached by the U.S. Forest Service which expressed interest in collaborating throughthe Rural Tourism Studio to advance their goals of sustainable recreation planning andmanagement in communities surrounded by National Forestlands. It is clear from both theopportunity and the demand that this is a critical program for advancing Oregon’s tourismeconomy.13 Five most urbanized counties in Oregon include Multnomah, Washington, Clackamas, Marion andLane. Source: Oregon Travel Impacts 1991-2009, Dean Runyan Associates14 Oregon Employment Department 32
  • 35. Description:Travel Oregon will continue to deliver the Rural Tourism Studio in at least twocommunities/regions in Oregon per year. Communities that demonstrate a significant need forassistance and potential for accelerated development through the program will be selected.The RTS will assist rural community and business leaders with the development of their tourismindustry in a way that will:  Help stimulate the local economy  Protect and enhance local natural and cultural resources  Foster pride amongst participantsIn the 2011-2013 biennium, we will develop strategic partnerships to augment the programbudget and impact, expand program offerings, diversify and lengthen follow up services tocommunities that have graduated from the program, and consider outsourcing programproduction.We will consider forging strategic partnerships with groups such as:  U.S. Forest Service  Business Oregon  Oregon’s Main Street Program  The Ford Family FoundationWe will consider adding modules such as:  International travel market  Sustainable business practices  Main Street development  Small town brandingAdditional follow up assistance may include providing:  Consulting to assist with developing a formalized strategic plan for tourism  Coaching to help with establishing a new organization or committee  One-day follow up workshops or training 33
  • 36. Key MeasurementsRural Tourism Studio Results 2009-2011 Goal 2011-2013Number of RTS programs delivered 415 4Number of participants engaged Wallowa (63), 200 Oakridge (41), John Day River Territory (37), McKenzie River Valley (37, to date); total (178, to date)Number of partner organizations engaged 1616 19in design and deliveryIntegrating & Bolstering National Geographic Geotourism EffortsBackground:Geotourism is defined as: Tourism that sustains or enhances the geographical character of a place - its environment, culture, aesthetics, heritage, and the well-being of its residents.In 2007, Travel Oregon joined a broad partnership17 to impact sustainable tourism developmentin rural communities across the “Central Cascades” – a bi-state region from Mt. Rainier NationalPark in Washington to Crater Lake National Park in Oregon. After two years of planning,fundraising and working with Central Cascades communities to identify special places theywanted to share with visitors, the project’s Stewardship Council produced a printed MapGuideand website. Released in January 2010, these travel tools contain a unique dataset of over1,200 off-the-beaten path places recommended by the people who live there. A copy of theprinted MapGuide was distributed in the April 2010 issue of National Geographic Travelermagazine.15 Wallowa County, Oakridge area, John Day River Territory, McKenzie River Valley16 Rural Development Initiatives, Great Destination Strategies, Alta Planning + Design, International MountainBiking Association, Oregon Parks & Recreation Department, U.S. Forest Service, Bricker Consulting, SustainableTravel International, Innovative Leadership USA, Write to Know Consulting, Northeast Oregon EconomicDevelopment District, Mid-Columbia Economic Development District, Lane County Small Business DevelopmentCenter, Mercy Corps Northwest, Eastern Oregon Visitors Association, Travel Lane County17 Travel Oregon was part of a core advisory committee consisting of Washington State Tourism, RuralDevelopment Initiatives, Sustainable Northwest, U.S. Forest Service, U.S. Bureau of Land Management, andSustainable Travel International. 34
  • 37. In January 2011, National Geographic convened all of the project leads from the western states’geotourism projects18 to discuss lessons learned and next steps.Description:In 2011-2013, Travel Oregon will work in partnership to:  Support the efforts of a National Geotourism Stewardship Council and the development of a National Online Geotourism Atlas that would contain the Central Cascades geotourism data  Assess the value and interest in re-convening a bi-state or statewide Stewardship Council  Implement a set of program measurements to determine the success of the first phase of the project  Assess the value of expanding the community-based sustainable tourism identification process to the rest of the state  Assess the interest in reproducing the MapGuide into a format with enhanced National Geographic branding and in a mapping format that facilitates navigation of the region, to be sold and distributed by National GeographicWith Travel Oregon’s Consumer Marketing Team, we will:1) Determine how to integrate geotourism data into a new sustainable travel portal site for Oregon2) Explore ways to bolster our marketing efforts to continue to get the MapGuide distributed.Key MeasurementsGeotourism Results 2009-2011 Goal 2011-2013Number of unique visitors to the 27,27319 +200-300%www.TheCentralCascades.com (or a futuregeotourism lens on TravelOregon.com)Number of Central Cascades Geotourism 12,20020 10,000MapGuides distributedNumber of businesses/locations on the N/A 80MapGuide or website indicating increasedvisitation due to the project18 Travel Oregon joined representatives from other geotourism projects in the Western United States including theCalifornia Redwood Coast, Sierra Nevada, Crown of the Continent, Greater Yellowstone and Four Corners Region.19 Google Analytics as of March 17, 201020 As of March 15, 2011 35
  • 38. Oregon Q CARE ProgramBackground:The Oregon Q CARE Program is a statewide customer service training certification created tosupport the development of the tourism and hospitality industry through enhanced guestexperiences. The program provides statewide standardized customer service, emphasizing theimportance of quality visitor care in the tourism industry, and equips Oregon employees withtools and resources needed to better serve our visitors. Initially launched in 2003, the OregonQ-CARE Program was implemented in all seven Oregon tourism regions and trained over 10,000people through 2007. Beginning in 2007, the program transitioned to a free, behavior-basedonline training curriculum. Since the implementation of the online offering another 5,000people have been trained.Description:Travel Oregon will continue to deliver the Oregon Q-CARE program for the next two years.Great customer service is vital to the success of any business, tourism-based or not. Everypersonal or interactive contact with consumers is an important opportunity to make thoseconsumers believers in Oregon.The objectives for the program in the coming biennium are:  Establish Oregon Q-CARE as a vital training tool in private and public sector organizations  Establish strategic delivery partnership with industry training partners  Develop sponsorships, scholarships and funding sources to support the training  Review curriculum and tourism content and investigate producing additional online modules  Schedule annual regional in-person trainings to help promote the value of customer service  Leverage Oregon Q CARE training through all Travel Oregon programsKey MeasurementsOregon Q CARE Results 2009-2011 Goal 2011-2013Number of Q-CARE Certificates 3,000 6,000Regional Trainings Delivered N/A 6 36
  • 39. Visitor Information NetworkBackground:Oregon is primarily a drive travel market with over 85%21 of its traffic arriving by automobile.Research shows that a majority of those visitors view Welcome Centers/Rest Areas asimportant destinations in their travels22. One of the primary reasons they look for thesecenters is to find restrooms. However, it is also important to note that finding “brochures andmaps” and “staff” are also high on travelers’ minds. Even in this day of rapidly expandinginteractive travel information, travelers continue to seek tourism collateral and in-person traveladvice.Travel Oregon is responsible for the management of the State Welcome Centers. Currently, weoperate nine centers located at the borders of Washington, Idaho and California. The majorityof the centers are operated seasonally; only the center at Portland International Airport is openall year. The nine centers are listed below:  Ashland (Siskiyou)  Astoria  Brookings (Crissey Field)  Klamath Falls (Midland)  Lakeview  Ontario  Oregon City  Portland International Airport (PDX)  UmatillaDescription:Travel Oregon will continue to direct the State Welcome Centers. It is important to understandthat the State Welcome Centers are simply one piece of the state’s overall visitor informationenvironment. This environment contains regional and local destination centers as well asprivate sector locations that also function as visitor information outlets. The mission of allcomponents of this environment is to deliver first class customer service and information toOregon visitors. The desired outcome is to enhance the visitors’ experience while they are inOregon in hopes of creating return customers.In the next biennium, we seek to help create a stronger, more efficient overall visitorinformation environment. The objectives to achieve this goal are the following:  Assess Welcome Center/Visitor Information Center system realities and opportunities  Support development of new Siskiyou Welcome Center21 Longwoods International, Visitor Profile22 US Travel Association, Travel Horizons 37
  • 40.  Upgrade strategic Welcome Center locations with Brand Oregon assets  Introduce qualified web-based surveys throughout the system to collect actionable data  Conduct continued topical and industry trainings for staff  Improve brochure program opportunities for industry members  Deliver first-class visitor experience in the most efficient manner possible  Measure visitor experience through secret-shoppers & satisfaction surveysKey MeasurementsVisitor Information Network Results 2009-2011 Goal 2011-2013Total Welcome Center Visitation 400,179 525,000Average System Cost/Visitor $2.00 $1.80Brochure Program Occupancy N/A 80%Visitor Information Network Facilitated Occurs by 10/1/11Conversation N/A 38
  • 41. DOMESTIC CONSUMER MARKETINGOver the last five years Travel Oregon has seen significant growth in consumercontact/engagement to our marketing programs with responses having more than doubledsince 2006 (an increase of 109%). With over 2.1 Million unique visitors to traveloregon.comeach year, 21,000 Facebook fans, and 193,327 subscribers to our segmented e-newsletters, wenow have more potential travelers than ever before in Travel Oregon’s relationship network.Over the next biennium Consumer Marketing programs in Advertising, PR, Promotions andDigital Marketing will continue to build awareness for Oregon with a focus on deeperrelationship building and conversion of our fans, and greater efficiency with our programimplementation and resources. An in depth analysis of the visitor purchase cycle—frominspiration, to on the ground, to post trip—will yield innovative and compelling ways to breakthrough message clutter and surprise and delight each consumer we come in contact with. Ourmarketing efforts will position Travel Oregon as a trusted source for inspiration and tripplanning visitors will rely on and recommend to others.AdvertisingBackground:Media Landscape:The media environment is changing rapidly and is more fragmented than ever with consumerscontinuing to exert increased control over the media delivered to them  It’s important to efficiently target niche audiences because of premiums charged for these limited-reach impressions. (Note: there are still efficiencies to be gained by purchasing through more traditional, broad reach media.)  Studies indicate that TV and online media continue to dominate consumer media consumption. Per eMarketer, the average time spent per day per channel is: o Online - 4:30 hours o TV & Video - 3:17 hours o Music & Radio - 1:26 hours o Mobile phone - 1:18 hours  Other media trends: o Mobile: "It is estimated that by 2014 half of Americans’ web browsing will be done on mobile devices."23 o Online video usage is up 45% over the prior year24 o Social media: travelers are spending more time on social media venues even while traveling2523 http://mashable.com/2010/08/19/mobile-advertising-trends/24 http://blog.nielsen.com/nielsenwire/online_mobile/january-2011-online-video-usage-up-45/ 39
  • 42. o People over 65 are adopting Facebook faster than any other age group; 6.5 Million of members 65+ joined in May 2010 alone. Less surprising is that the fastest growing age group on Twitter is 35-49 year olds. Add to this the fastest growing group on Match.com is over 50. o Over all, 47 percent of 50-64 year olds are using social media; an 88 percent growth from 200926Advertising Objectives:  Motivate overnight travel to Oregon  Communicate the state’s travel product in a way that elevates it within a crowded category  Continue to grow and strengthen awareness for travel to or within Oregon  Stimulate interest and response for additional information about travel in Oregon (generate leads)  Engage consumers through Travel Oregon’s family of sites, as well as other Travel Oregon branded “outposts”Targeting:  Our target has evolved to include an International component to our advertising communications o Adults 25-64 o Spend $1,000+ on vacation travel (per year) o Geotarget  Primary: No. CA, OR, WA, ID  Key business driver markets27  Secondary: So. CA, NY  International: Vancouver BC  Within our demographic target, we’ll look to incorporate psychographic/behavioral segmentation as a way to provide a tighter focus in identifying potential travelers to Oregon—a mix of more adventurous, more curious, and more experience-driven people for whom travel has become a lifestyle.25 eMarketer How Travelers Use Social Media26 http://www.adrants.com/2011/02/old-farts-take-over-social-media.php27 ‘09 Longwoods Visitor Profile Study 40
  • 43. RegionsUrban Sources of Willamette Southern Central Eastern Greater Mt. Hood/Business The Coast Valley Oregon Oregon Oregon Portland The Gorge OregonPortland 54% 40% 14% 38% 38% 19% 32% 40%Seattle 6% 6% 10% 14% 7% 25% 13% 13%Eugene 9% 21% 5% 10% 6% 4% 9%Medford 6% 17% 5% 5% 5%Bend 3% 5% 5% 5% 5% 4%LA 5% 4% 5% 7% 3%SF 13% 5% 5% 8% 4% 3%Spokane 3% 4% 4% 3%Boise 13% 4% 2%Sacramento 8% 2% Advertising Program Description: We continue to tie our advertising communications to our focused two pillar strategy that:  Provides a culinary focus during the Fall and positions Oregon as a premier foodie destination. Oregon Bounty anchors this portion of the campaign.  Features Oregon’s outdoor recreation stories during the spring/summer when Oregon can deliver a wide array of outdoor adventure product. We see the opportunity to weave other priority messages like Arts & Culture, Sustainability, and Scenic Byways to these pillars. And, all of Oregon’s other events, activities, and travel product will continue to be promoted through the agency’s other channels (TravelOregon.com, visitor guide, e-newsletters, PR, etc.). Advantages to this strategy:  Oregon stands out with focused advertising messages  Highlights the state’s greatest assets…within season  Leverages the success of Oregon Bounty by combining promotion with fall brand advertising  Partners can build co-ops around seasonal focus, when consumers are more likely to plan seasonal travel It is important to note that we are now able to gain traction with a more focused message and more efficient digital channels because of our success establishing the Oregon brand. And we must continue to reinforce that brand’s recognition. As such, the core brand message will remain the heartbeat of our effort for the coming years—and we will look for ways to not simply “send” the brand message—but also create ways for people to interact, engage and share our brand. This “engagement” shift is a critical step in creating a sincere dialogue with consumers to further communicate our value proposition, to build relationships, a strong fan base, and trust. 41
  • 44. During the last biennium we refreshed the brand creative and shifted from a print-focusedcampaign to one that included a heavy mix of online media:  The Market: Travelers taking shorter, closer-to home vacations; planning cycle compression, more online travel planning, social media usage, and a decline in print.  Research: Longwoods Ad Accountability study indicated that being more specific, while maintaining brand positioning/voice, will have positive impact on image & trip generation. Surprise and inspire travelers with actual things they can see and do in a place they think they may already know.  Industry: We felt our Book of Oregon creative had started to show signs of wear as it had been running for five years and we found other advertisers copying our creative.Creative:Oregon is a refuge for idealism. It’s a place for dreamers. It’s a place with a unique voice, asense of humor, and a drive to do things differently. It’s a place of authenticity, of intimacy, ofstories. While we continue to evolve our advertising messaging, this concept embodied as theOregon Dreamer continues to be the backbone of our creative body of work.During the Spring 2011 season, we introduced high impact television advertising spots as thefoundation creative to our brand campaign:  It allows us to leverage the sight, sound, motion environment of this medium.  The two minute video vignettes that produced for the two pillar campaigns did a great job of rich storytelling. TV allows us to get more eyes on this powerful creative  We’re able to repurpose/reuse our growing library of excellent HD footage, which provides a significant increase in video production value/efficiencies.We will continue to produce banner ads that complement the TV spots and leverage the retail-nature of the medium to drive consumers to our website. 42
  • 45. Media:Strategic Media Roles:Different media types are better suited to fulfill different roles in consumers’ travel-makingdecisions. We will continue to leverage each medium relative to its strength. See the followingchart for reference. INSPIRE – Make an Oregon experience top of mind. INVESTIGATE – Make compelling information about Oregon travel experiences easily findable. TV Search Banner Ads Digital Ask Oregon Magazine/Enews PR: Media/Blogger Relations TO Social Media TravelOregon.com Printed Visitor Social Media PR: Campaigns & Guide Promotions Mobile Call Center VISIT – While they’re visiting, enhance their experience SHARE – Give visitors motivation to share their in helpful and surprising ways. experiences with friends, family, and online communities. Paid Media TO Channels Note: location of channels are representative of some of the primary rolls they fulfill (chart is not comprehensive)We’ve evolved the media plan to include a 50/50 mix of TV and online advertising. Through thenext biennium we will continue to explore this media mix.  Our TV buying strategy gives us the deliveries necessary to provide a strong base layer of exposure within key business driver markets as well as a modest national TV campaign, which allows us to focus our media spend on one high-impact creative format for the campaign o Local broadcast network TV is used to build a solid foundation of consumer awareness in key markets o And, the Google TV ad buying platform is an efficient/cost effective tool to supplement the buy with a national layer of “enthusiast” cable networks (e.g., Golf Channel, Discovery, HGTV, Travel Channel)  Online banners, search and dedicated email blasts provide additional reach to help keep Oregon top-of-mind  As the media landscape evolves, we’ll continue to test mediums that show the ability to deliver consumers when they are receptive to a travel message. 43
  • 46. Note: while our advertising strategy has shifted, we are aware of the role for print advertisingand its value to our and our partners’ marketing efforts and we’ll continue to look at print co-opadvertising opportunities.Key MeasurementsAdvertising Results 2009-2011 Goal 2011-2013Maintain Average Cost/Inquiry* $0.64 (based on FY $0.64 09-10)**Advertising: Increase Total Inquiries* 9% 2.29 Million (per 2.50 Million (avg. year, based on FY per year) 09-10)Reduce Cost to Generate Trip 5% $1.14 (based on 08 $1.08 (to be based Longwoods Ad on 12 Longwoods Accountability Ad Accountability study) study, est. final report May 2014)Increase ROI in Expenditures 5% $193 (based on 08 $203 (to be based Longwoods Ad on 12 Longwoods Accountability Ad Accountability study) study, est. final report May 2014)Reduce Cost Per Click 5% (online $2.90 $2.76advertising) *Avg. inquiries per year (Response Rates) currently includes BRCs, phone inquiries, TravelOregon.com, Blog, GoSeeOregon.com, RideOregonRide.com, Food + Drink site, Kids Site (TO investigating inclusion of other key TO branded "outpost" like Facebook, YouTube) ** FY 2010/2011 data not complete 44
  • 47. Advertising/Partnering OpportunitiesBackground:Travel Oregon develops partner marketing programs that:  Expose partner messages to an engaged, targeted audience that is more likely to travel to Oregon and purchase local tourism-related products/services  Allow local partners to take advantage of our negotiated advertising pricing to promote their tourism products at discounted rates (usually below the listed media rate)  Help increase Oregon’s total travel industry advertising share of voice within marketing channels that Travel Oregon usesIn the past, we offered more traditional print-based, templated co-op inserts that ran withinour print-based brand campaign. As our advertising campaigns have evolved to reflect achanging media landscape (more fragmented with consumers exerting more control over themedia they consume) so too have our partner opportunities:  We encourage partners to purchase ad space with the expanding Travel Oregon Ad Network  We now also provide an online advertising option (based on our media buys)  We’ve developed a new, innovative social media marketing programDescription:Travel Oregon Ad Network: The majority our advertising efforts drive consumers to our familyof sites where they can learn about the unique travel experiences that Oregon has to offer.Partners have the opportunity to promote their travel product to the engaged consumers whovisit or request Oregon-related content/information from Travel Oregon. We’ve seen resultsfrom Travel Oregon’s online ad network that, on average, are almost 10 times better than theindustry standard (0.88% click thru vs. 0.09%). Advertising opportunities are available in thefollowing:  TravelOregon.com  Travel Oregon E-Newsletters  Travel Oregon Interactive Magazine  Travel Oregon Annual Visitor GuideBanner Ad Co-ops: Travel Oregon is able to offer a limited number of industry partners theopportunity to purchase banner ad space based on our campaign media buy. Partners can buyonline ad space at our reduced rate through our ad agency, which allows partner creative to berotated along with Travel Oregon’s banner ads.Facebook Co-ops: We have worked with Sparkloft Media to develop a new, innovative co-opmarketing program that allows us to increase the Oregon presence on Facebook. Thepromotion provides a direct link between Travel Oregon’s Facebook marketing and a limited 45
  • 48. number of our partners’ Facebook pages to increase the number of fans/leads of all theparticipants. Key elements include:  Hyper targeted ad buys on Facebook to key demographics  Ads link to custom tabs created for each participant’s Facebook page with key messaging themes based on Travel Oregon’s two pillar campaigns  A Facebook contest with giveaway packages provided by our partnersPrint Coops: While Travel Oregon’s media mix more heavily utilizes broadcast and on-linechannels, we are aware of the solid role for print advertising and it’s value to our partners’marketing efforts. Because of this, we have continued to support print-based specialadvertising inserts that help promote participating partners’ marketing efforts while also ourenhancing our marketing programsKey Measurements Advertising/Partner Opportunities Results 2010* Goal 2011-13** Advertising/Partner Opportunities: Ad $654,780 (based on Network - Increase Ad Revenue by 16% CY 2010 contract $760,547 (avg. per (from 10) period) year)*Contract and revenue measurement set up on calendar year**Average revenue per yearIndustry Brand Development & SupportDescription:The Travel Oregon brand strategy team works with destination marketing organizations andtourism businesses to help develop brand campaigns that leverage the overall state brand workin the areas of strategy, creative messaging and media planning. This may be as comprehensiveas an entire brand overhaul, as we have done with the Oregon Coast or Eastern Oregon, orworking with a Travel Oregon Matching Grant recipient.Scenic Byways MarketingBackground:2009 Grant Period: Travel Oregon was awarded a $313,000 National Scenic Byways grant tobuild a Scenic Byways Roadtrip microsite, companion iPhone app, and an integrated marketingcampaign to inspire consumers to use mapping to show both Byway-related services (gasstations etc.) and general Travel Oregon data (lodging, dining, etc.) that are close to the user’slocation. We received approval to push the grant period, to be completed in the second half of2011. 46
  • 49. 2010 Grant Period: Travel Oregon applied for a National Scenic Byways grant in 2010 topromote the scenic byways microsite and iPhone app that will be created by the 2009 grant.We are waiting for direction from FHWA regarding the acceptance of our 2010 application.2011 Grant Period: Moving forward, FHWA has recommended a collaborative approach togrant writing between Travel Oregon and local tourism entities to emphasize partnerships andlarge scale projects. This approach provides the greatest strategic value for the program.Description:Over this biennium, we’ll execute the 2009 grant, which includes the following elements:  Build the online Scenic Byway trip planning guide  Build a companion mobile application  Launch an integrated marketing campaign supporting both the online trip planner and the mobile appKey Measurements:We will develop measureable outcomes for each grant as it is approved by the FHWA as part ofthe overall marketing plan for this project.Consumer Trade ShowsBackground:Direct engagement with consumers is becoming increasingly important. As travelers seekauthentic experiences, it’s crucial to gain their trust as they hunt for information and guidance.Participation in key market trade shows is a way to build relationships with potential travelersby interacting with them and answering their questions face-to-face.Description:  Travel Oregon will work with our partners to develop a unified Oregon presence at trade shows in which a critical mass of Oregon partners who choose to participate  We will survey our partners each year to determine which shows garner the most interest  Based on partner interest, we will establish which trade show/markets are the most lucrative for Oregon as a whole and agree on the show(s) in which we will participate  Travel Oregon will: negotiate fees to have booths together; facilitate communication among participating partners; provide lead cards to be filled out at shows; and supply coordinating backdrops when schedule allowsKey Measurements:The goal is to attend two to three trade shows in key markets. By engaging consumers directly,we will gain a deeper understanding of their needs. We will measure success at trade showsby: 47
  • 50.  Leads generated  Estimated exposure of the Oregon brand by measuring overall attendance at trade showConsumer Promotions/SponsorshipsBackground:The consumer promotions and sponsorships that Travel Oregon pursues and supports havetaken many forms and vary in their tactical objectives. The common strategy for this programarea, whether it’s forming strategic partnerships or the creation and execution of our ownpromotional campaigns, is to leverage existing resources to achieve our core goals.Description:Tactics within this program area may take the form of hosted or sponsored events; retailoriented promotions with Oregon manufactured and agricultural products; broadcastproductions; cooperative promotions with businesses that have complimentary goals andsimilar brand values and grant writing and execution to name a few. This program arearepresents untapped revenue and exposure that could be taken advantage of this bienniumwith additional resources to better leverage existing programs and strategic partnerships whilepursuing targeted new ones.Key Measurements:Varied depending on the program and partner:  Increase earned and paid media exposure (e.g. $25,000 from Best Western)  Secure added value for campaigns (e.g. tickets from Alaska Airlines)  Secure additional targeted grants (ODA, other)TravelOregon.comBackground:The goal of our interactive marketing program is to engage in a conversation with consumersand provide inspiration, information and tools for their Oregon vacation. TravelOregon.com isthe anchor of our digital ecosystem and engages with consumers through multiple spokes—social influence marketing, e-mail marketing, display/search advertising, niche sites and thirdparty outposts. At the end of the day, our digital efforts strive to inspire travelers to visitOregon and share their experiences with friends and family. 48
  • 51. Travel Oregon’s digital ecosystemWhile online travel research, planning, bookings and reviews have become industry mainstaysover the last decade, the rapid adoption of social media has precipitously increased the abilityof consumers to connect, “take charge” and get what they need—information, support, ideas,products and bargaining power—from like-minded individuals. In addition, with mobilepenetration in the U.S. at nearly 80% and rising sophistication of devices, has yielded a maturemobile market open to receiving highly relevant information, deals and offers to travelersduring the travel and in destination.  Nearly 93 Million U.S. adults used the Internet to plan travel in 201028  In terms of trip planning, 42.9% used user-generated content, 26.2% used social media and 28% used a mobile device to plan their trip29  Travelers who have used destinations sites such as TravelOregon.com are more inclined to rank them as “the most useful type of travel” site for researching a vacation destination; moreover, these travelers use destination sites at similar rates both before and after making a travel purchase (hotel, air, car etc.) suggesting consumers’ reliance during both the inspiration/research and the itinerary planning stage3028 Travelers’ Use of the Internet. U.S. TraveL, 201029 State of the American Traveler Report. Destination Analysts, 2010 49
  • 52. Description:The objective of TravelOregon.com is to be the trusted resource for Oregon travel inspirationand trip information. In order to meet shifting traveler needs and technology changes, we havestarted a ground up overhaul of the TravelOregon.com site to create a “best in class”destination platform that brings the Oregon experience to life in surprising and delightful ways:  Communicate with consumers during every step of their vacation planning process-- from dreaming about where they’d like to go, to trip planning and procurement, to how they’re greeted and assisted when they’re here  Facilitate the gathering of personal and relevant Oregon experiences to create successful trips that are highly anticipated and fondly remembered  Serve up content personalized to each visitor and allow the visitor to engage with us from any device and along every point of their trip planning stage —consideration to research and while they are “on the ground” to after they’ve returned home  Not only tell the Oregon story but also allow the visitor to share their stories with us in relevant and meaningful waysKey MeasurementsTravelOregon.com Results 2009-11 Goal 2011-13Overall Reach for digital platforms 2.2 Million Increase by 10% to(Visitation) 2.42 MillionTime on Site 6.72 minutes MaintainOverall engagement 11.24% Increase to 15%Ask OregonBackground:The “Ask Oregon” program is a strategy to deliver visitor information to travelers by connectingthem to passionate Oregonians using multiple touch points including TravelOregon.com,Facebook, Twitter, our call center, Trip Advisor, & Visitor Centers.The program was created to humanize the online trip planning experience to provide visitorswith exceptional customer service as they embark on their Oregon vacation experience.  The adage of your “existing customer is your best customer” is true; and, we know that with social media, customers can easily share their travel experiences with Millions  Recent studies by Forrester show that travelers are increasingly frustrated by the “clinical and intimidating” experience afforded by online trip planning sites. For the first30 Destination Marketing – Understanding the Role & Impact of Destination Marketers. PhoCusWright, 2009 50
  • 53. three months of 2010, 28% of leisure travelers in the U.S. who booked their trips online said theyd be interested in going to a good traditional travel agent. Thats up from 23% in 2008. In addition, the number of leisure travelers who enjoyed using the Web to plan and book their vacations dropped to 46% last year, down from 53% in 2007.Description:Through “Ask Oregon,” potential visitors to the state will be able to get answers to travelrelated questions from “subject matter-experts” living in Oregon—the Oregon Experts (OEs).These passionate Oregonians will be able to connect to visitors through social media tools suchas Twitter, the Travel Oregon blog, Facebook etc.Oregon Experts will be recruited from partners such as:  Travel Oregon staff/volunteers  Staff of relevant contractors (Co-Operations, GoSeeTell etc.)  Welcome Center staff  Regional DMO staff  Bloggers and residents who have deep knowledge about relevant themesKey MeasurementsAsk Oregon Results 2009-11 Goal 2011-13Number of experts recruited New Create Baseline year 1; increase by 10% year 2Number of questions answered New Create Baseline year 1; increase by 10% year 2Increase of Travel Oregon brand awareness New Create Baselinein social channels year 1; increase by 10% year 2Travel Oregon’s Tourism Data Platform - The OrbBackground:The concept for the “orb” has been nurtured for a number of years at Travel Oregon as itbecame clear there was a need for a robust data sharing and distribution platform for tourismin Oregon. Maintaining the latest information about Oregon’s myriad tourism assets wasbecoming a monumental and inefficient task because Travel Oregon staff and partners werespending many hours manually updating the same content in many different places. 51
  • 54. The platform was launched in January 2009 and our data partners include DMOs and statewidetrade associations such as Oregon Restaurant & Lodging Association (ORLA), Oregon WineBoard (OWB), Oregon Brewers Guild (OBG) and the Oregon Outdoor Guide Association (OOGA).This web based platform is a rich collection of Oregon’s tourism assets that are assembledcollectively and distributed across multiple publishing platforms (web, mobile, etc.). Data setsthat will be available by Summer of 2011 include attractions, events, deals, places to stay,restaurants, farmers’ markets, outdoor trails, rivers, and photo. Each record will contain notonly demographic information but also geo-location information so that content will beaccessible through mapping and itinerary planning tools.Description:With development concluded, the focus for 2011-2013, will include:  Continuing to integrate new data tourism data partners  Ongoing training, support and integration for DMOs who use the platform for storing and syndicating data  Distribution and white label programs for third parties who wish to use the platformKey MeasurementsTravelOregon.com Results 2009-11 Goal 2011-13Data partners 13 data partners Double (10 active DMO’s, 3 participating statewide trade DMOs; explore organizations) other possible trade associationsTraining/Support 10 DMO training Double training sessions sessionsDistribution partners (sites other than TO) 2 Increase to 10Travel Oregon Social ChannelsBackground:Social media has forever changed the notion of travel. A journey can be planned, followed, andcommented upon in real time. The community with whom we share our travels has expandedfrom immediate friends and family to a wider circle of LinkedIn contacts, Twitter followers,Facebook friends and YouTube viewers.Harnessing the power of conversations about Oregon and using the network of peers has beena constant thread in our interactive efforts since late 2006 with the launch of our blog andGoSeeOregon.com. Over the past two years, we have created outposts for communities onFacebook, Twitter, YouTube, Flickr, & TripAdvisor. 52
  • 55. Description:Travel Oregon’s social media outposts serve as the “connective tissue” for our digital ecosystemthat empowers travelers and passionate Oregonians. Our 2011-2013 efforts in the social spacewill include:  Engagement and support: o Interacting and connecting with potential travelers and Oregon fans on multiple platforms o Actively helping travelers plan their trips via “Ask Oregon” platform  Storytelling: o Content distribution platform for Oregon stories o Soliciting fan stories  Boosting: o Amplifying the voices of Oregon advocates by giving them platforms and/or deputizing them as “Ask Oregon” ambassadors o Using real traveler stories as contentKey Measurements:Social media is constantly shifting, so our general philosophy in evaluating effectiveness isbased on these key attributes:  Does it increase “Brand Awareness”?  Does it increase the desire for “information fulfillment”, either on the Internet, or through our printed literature?The channels we plan to measure and benchmark are outlined below. Due to the pace ofchange in the industry, it is conceivable that where we engage travelers and how we engagethem might change rapidly. As such, what we measure could very well change within a matterof months.Social Media Measurement Results 2009-11 Goal 2011-13Facebook Fans/Likes: 20,878 41,756 Engagement: 0.34% Maintain averageTwitter Followers: 8363 20,000 RTs/Clicks – TBD TBDYouTube 3223 views/month 6,446Foursquare Followers: 180 1,000 Tips Viewed (TBD) (TBD) 53
  • 56. National Media RelationsBackground:The national media relations program is focused on building and fostering key relationshipswith influential journalists that ultimately result in media coverage.Our annual audit of travel writers and editors reinforced that they are interested in hearingfrom Travel Oregon about new attractions and “under-the-radar” stories relating to largertrends; they also appreciate our method of periodically suggesting a number of new andoffbeat story angles via “Oregon Oddities” and “What’s New.”As media outlets cut budgets, they are relying heavily on freelancers. So we will shift ouroutreach emphasis from working with editors and staff writers to building relationships withand hosting highly qualified freelancers who may represent multiple outlets.Description:Generate media coverage that inspires experience-hungry travelers to visit Oregon.Serving as a media resource, we proactively pitch stories to targeted, receptive travel, food andoutdoor writers to keep Oregon top of mind. We also respond to opportunistic inquiries.Integrating predefined topics provided by regional destination marketing organizations(RDMOs) to Travel Oregon’s content plan, we write and distribute quarterly media e-newsletters to our broad database of contacts, casting a wide net of potential coverage.To build relationships with highly qualified freelancers, we’ll develop pitches that meet theiroutlet’s interests and host writers for travel experiences as publication guidelines allow.In FY 11-12 we’ll return to do a New York City media tour/event to re-establish our mediarelationships and make new contacts. We’ll meet with national travel writers, bring Oregon’sculinary and adventure scene to life, discuss editorial needs and pitch story angles.Key MeasurementsNational Media Relations: FY11-12 FY12-13 FY10-11Influenced Coverage Goal GoalPrint Circulation (Millions) 287 300 300Online Circulation (Millions) 638 800 900# Print Stories 178 180 180# Online Stories 170 250 300Qualitative Analysis: Word Cloud TrendingMost important in guiding our National Media Relations program is understanding and theninfluencing what people say and believe about Oregon. Beginning in 2011, the PR team will pullmonthly “word cloud” trend reports from our clip service. The reports indicate which keywords 54
  • 57. trend toward highest usage among coverage of Oregon. When these trending keywords matchour messaging, we can consider our outreach to have been effective. When they don’t match,we’ll learn what topics are top of mind for Oregon writers and visitors and modify our messagesaccordingly. For example, words such as “wine,” “chef,” “beer,” “mushrooms,” etc. wouldindicate successful adoption of our messaging by media and consumers around the OregonBounty campaign period.Word Cloud Analysis will be reported quarterly and at year end, in three categories:  Traditional Media (print and online editions)  Blogs  Social mediaGoal: Primary topics relate to our messaging.Content PublishingBackground:Last biennium we transformed the way we publish visitor information. Learning that themajority of people plan their trips online, and with social media and mobile devices coming intocommon usage, we made wholesale changes in how we delivered travel information to stayconnected with consumers in these new environments.We took our print magazine online, and not just as a .pdf flipbook. We made it interactive toaccommodate the unique behavior travel planners exhibit when viewing information online.We’re publishing shorter stories with more frequency, and telling them in a variety of media(video, audio, and slideshows) to suit readers’ preferences. And it’s working: on average,website visitors to our magazine spend 11 minutes per visit. That’s unprecedented forTravelOregon.com, and it ranks high for web pages in general.Our readers want content that is customized to their interests, so we created two new e-newsletters, one for culinary travel and another for outdoor recreation, emphasizing our two-pillar approach and providing the content these consumers want. It’s building loyalty. While ourreadership is smaller for the niche content, click-through rates—for our content and ouradvertisers—is significantly higher. Consider:  Average click rates for our niche e-newsletters are 15%—nearly three times that of our general e-newsletter  Average read rates are 46% for the outdoors edition; 44% for culinary edition—more than double the read rate for the general e-newsletter  Partner Advertising continues to perform above average; even small space text/photo ads at the bottom of each edition received a nearly 3% click rateThe “content plan” we launched in 2010 allows us to receive recommendations from partners,consolidate compatible topics, match across our marketing programs, and share an integrated,multi-dimensional message efficiently across platforms. 55
  • 58. The content plan allows us to be responsive to regional partner needs. Understanding theirpriorities and challenges, we can support them in areas they just don’t have the bandwidth tocommunicate. We help cut through the clutter, and with our Travel Oregon Ad Network, weoffer partners a highly customizable—and affordable—means for marketing their destinations.Description:  Create a “Content ORB” online tool for DMOs to submit story ideas for our myriad content vehicles. This tool would feed our editorial meetings and be infinitely searchable by region, attraction, topic, etc. It tracks use of the idea, for both staff and the DMO, and advises how that story has been employed.  Conduct our annual RDMO tour with PR and editorial staff. Gather content ideas for the year, review local plans for marketing and media outreach, and offer localized advice on PR and content development. The tour invites RDMOs to prioritize regional topics and align them with Travel Oregon’s initiatives for maximum collective impact. With guidance from us in the form of sample questions and format, they set the local meeting agendas to meet their partners’ needs. Together they pitch story ideas for inclusion in Travel Oregon’s myriad content vehicles.  Create a Content Plan for 2011 and 2012 that aligns Travel Oregon marketing communications and incorporates regional suggestions and strategic focus gleaned from the Content ORB and RDMO tour.  We’ll continue publishing our annual Official Visitors Guide, used extensively in visitor centers and across the state to inform travelers on the ground. As online planning increases, our print guide inquiries are decreasing (see Fulfillment program section), but we know the print format continues to be of value to advertisers: Visitors Guide ad sales increased in 2010 despite introduction of online options. So we will work to bridge the widening gap between print and digital readers for our advertising partners. We’ll expand our print distribution network to maintain circulation, while we look for new tools that integrate the mobile trip planning experience with the print guide (such as QR codes, which when photographed by a mobile user, launches a browser directly to online detail).  Our Travel Oregon Magazine content will continue to transform with the design of our new website. The new site allows us to move this beloved content from the “back shed” of TravelOregon.com to the front foyer, where we can inspire every single web visitor with this rich content, and not just our self-selecting subscribers.  E-Newsletters: E-mail continues to be our marketing workhorse. According to e- marketer, 87% of internet users checked personal email daily in 2010, a number that has changed little since 2007. In 2011-13, we’ll continue to publish our general travel e- newsletter along with niche e-newsletters. As TravelOregon.com evolves over the next biennium and our CRM platform is launched, we’ll also start integrating triggered e- newsletters designed to give consumers control over when and how often they receive communications from us.  Grant’s Getaways: The Grant’s Getaways broadcast and web franchise with KGW/NWCN continues to be a success in terms of both outdoor content generation and 56
  • 59. viewer impressions. The program was renewed for a third season in 2010 during which time we reached more than 6 Million viewers (both online and broadcast). Grant’s Getaways is produced in association with state agency partners Oregon Department of Fish & Wildlife, Oregon State Parks, and Oregon State Marine Board and has showcased outdoor recreation opportunities through more than 100 episodes in all seven regions of Oregon.  Travel Oregon supports ODOT with production of the two year state map.Key MeasurementsContent Plan Measurables Results 2009-11 Goal 2011-13Travel Oregon Magazine 3,949 subscribers Grow to 10,000Travel Oregon Magazine Time on site: 10.3 Maintain minutesTravel Oregon E-newsletter Subscribers 130,000 subscribers Grow to 162,500Travel Oregon E-newsletter click rate 4.21% Grow to 5%Culinary E-newsletter 18,468 Grow to 75,000Outdoor E-newsletter 9,944 Grow to 50,000Food + Outdoor E-newsletter click rate 15% MaintainBroadcast partnership KGW & NWCN MaintainContent/Financial partners Oregon Department Maintain of Fish & Wildlife, Oregon State Parks, and Oregon State Marine BoardOverall impressions (web + online) 6 Million Grow to 6.5 MillionFulfillmentBackground:Travel Oregon’s fulfillment program provides visitor information to Oregon travelers in a timelyand professional manner. Consumer behavior over the past two years has changed; overallwe’ve seen a 14% decline in publication requests from the website, 1-800 number, and readerresponse cards for print publications offered by us. This decrease is expected consideringconsumers’ preferential shift toward digital content, but it’s a trend we’re monitoring closely sowe can adjust our strategy when needed. 57
  • 60. Overall Inquiry Orders 14000 2010 12000 2009 10000 8000 6000 4000 2000 0 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov DecDescription:Travel Oregon will continue to fulfill consumer requests for printed collateral. While consumerrequests have declined, we still need a printed guide for visitors, whether they are just startingthe trip planning process or are already here.The current Travel Oregon Online Leads (TOOL) system will be updated to be even moreeffective at delivering leads to partners. We will make upgrades to the system to allow tourismrelated businesses around the state to reach consumers who have already indicated an interestin Oregon destinations. The goal is to produce a highly utilized program that in turn serves as avaluable resource for industry partners.The Travel Oregon Regional Pack (TORP) allows RDMOs and statewide industry partners todistribute their printed visitor guides through Travel Oregon’s distribution channels.Key Measurements Fulfillment Results 2009-2010 Goal 2011-13Consumer Inquiries 135,635 Maintain volumeTOOL Users 10-20 Increase by 50%TOOL Leads Distributed 1,872,480 Increase by 40% 58
  • 61. In year one, we will implement upgrades to TOOL. In year two, we will assess the number ofTOOL users and survey users to determine the effectiveness of the program. TORP success willbe measured by continued participation in the program by RDMOs.Consumer Relationship Management (CRM)Background:Over the last five years Travel Oregon has grown consumer response to our marketinginitiatives by 155%. Additionally, more consumers then ever before have asked to receiveinformation from Travel Oregon on a regular basis. Whether it’s our 2 Million unique visitors,155,000 e-news subscribers, 21,000 Facebook fans, or 8,000 Twitter followers, these consumersrepresent an opportunity currently not tapped to its potential. Over the next biennium weexpect to see more modest growth in overall consumer response along with an increase inconsumer engagement. A robust CRM program will enable us to better leverage and convertthese consumer segments that represent very low hanging fruit.Description:Over the next biennium we will develop a CRM program that will increase our understanding ofthese consumer segments. What type of content do they prefer and in what format? What istheir propensity to travel to Oregon? What is their likelihood of sharing their travelexperiences? What demographic and psychographic differences do we see between thesecustomer segments? This deeper understanding will enable us to:  Optimize content delivery  Track conversion by segments  Prioritize agency resources  Surprise & delight consumers through customer service  Improve advertising targeting  Develop new opportunities for fans to tell their Oregon travel stories  Identify new opportunities to engage with consumers from inspiration to post tripKey Measurements:The first step in the development of a CRM program will be to centralize and analyze ourexisting consumer segments. This deeper understanding will drive decisions around how to bestdeliver the brand promise to consumers with personalized, best in class service. Potentialmetrics include conversion/trip generation, propensity to travel, consumer engagement andcontent pass along. Year one of this program will be devoted to analyzing consumer segmentswith recommendations from this analysis to be implemented in year two. 59
  • 62. INTERNATIONAL MARKETING AND SALES/DOMESTIC TRAVEL TRADEALL MARKETSThe U.S. Department of Commerce projected a 9% growth in international travel to the UnitedStates in 2010, followed by six-to-nine percent annual increases through 2015. Internationalarrivals will reach almost 83 Million, an increase of 51% from 2009 to 2015. Travel Oregon istracking and projecting similar percentage increases based on the Oregon VisaVue®extrapolated data. Travel Oregon targets the key markets of Canada, Japan, United Kingdom,Germany, France and the Netherlands, working with the travel trade and media to develop touroperator product and promote these products through special promotions to consumers,including social media and online campaigns. The emerging markets of Scandinavia, Australiaand China have all demonstrated consistent growth. China had a 60% increase in 2010 over2009 and targeting niche tour operators and media promoting Oregon as a tax free shoppingdestination will be a key strategy for this market. New product in the Australia and Scandinaviamarkets is being developed, with a focus on winter and shoulder season. The Domestic TravelTrade market is stable, with opportunities to grow product in the niche markets ofintergenerational and special event group travel.Travel Oregons key strategies for the International and Domestic Travel Trade markets areattending Trade shows, Sales Missions and hosting both tour operators and media on researchtours from all key and emerging markets. We will continue to leverage our innovative socialmedia strategies, working with tour operators to help promote Oregon product with limitedinvestment that provides maximum exposure. Examples of these efforts include, Oregon Tabson tour operator Facebook pages with videos that promote all regions of the state, hostinginfluencer blogger research tours to promote authentic Oregon experiences and co-ops withregional partners to develop new itineraries, working with tour operators that specialize in westcoast product.Pow Wow 60
  • 63. Background:Travel Oregon attends POW WOW, the travel industrys premier international marketplace andthe largest generator of Visit USA travel. At International POW WOW, buyers and sellers areable to conduct business that would otherwise be generated only through an exhaustivenumber of around-the-world trips.Description:In three days of intensive pre-scheduled business appointments, suppliers meet with buyersand media from more than 70 countries and conduct business negotiations that result in thegeneration of over $3.5 billion in future Visit USA travel. Travel Oregon sponsors four boothswith ten partners from around the state; appointments are held with over 200 tour operatorsand media.Key Measurement:More than 250 leads will be generated from this show and distributed through the RDMOs andwill result in significant ROI opportunities for the Oregon Tourism Industry statewide.VisaVue®Background:In June of 2009, VisaVue® announced they were launching a comprehensive program thatwould help state tourism offices track business and leisure international travel usingextrapolated figures along with Visa cardholder information. VisaVue® provided annual datafor 2007, 2008, and in 2009 started providing data quarterly. The last quarter of 2010 will bereported in March and will allow Travel Oregon to compare 2009 and 2010 data quarter byquarter. Previously to 2009, Travel Oregon was only able to make assumptions based onnational tourism numbers provided by the Office of Travel Tourism Industries.Description:VisaVue® tracks actual cardholder spending by state and by country and by spending category.Because the information cannot be reported in its raw form, data is extrapolated with othervisitor statistics.Key Measurement:Travel Oregon will continue to measure the top 13 international markets for trends and marketstrategies. The goal is to increase key markets on average by 5% annually. 61
  • 64. Program Name Results Results Results Results Goals 2011-2013 2007 2008 2009 2010Canada 1,132,000 1,060,000 1,084,000 1,159,000 Increase by 5% per yearJapan 57,000 52,000 48,000 49,000 MaintainUK 48,000 41,000 35,000 38,000 Increase by 2% per yearGermany 40,000 36,000 31,000 32,000 Increase by 3% per yearAustralia 35,000 32,000 32,000 36,000 Increase by 9% per yearKorea 25,000 22,000 18,000 24,000 Increase by 3% per yearScandinavia 25,000 25,000 23,000 24,000 Increase by 5% per yearMexico 14,000 13,000 10,000 12,000 N/AFrance 12,000 13,000 12,000 12,000 Increase by 3% per yearTaiwan 10,000 9,000 7,000 9,000 N/AChina 10,000 11,000 13,000 19,000 Increase by 10% per yearBenelux 8,000 8,000 7,000 7,000 Increase by 3% per yearItaly 8,000 8,000 7,000 6,000 N/ATotal 1,424,000 1,329,000 1,324,000 1,424,000 Average 6% increaseTotal All 1,584,000 1,487,000 1,477,000 1,641,000(Travel Oregon estimates are based on and extrapolated from aggregate card usage data provided by VisaVue® Travel. Theyincorporate data from other independent research sources. Spending amounts and patterns are based on face-to-face Visacard transactions in Oregon. Transactions utilizing cash, pre-paid, phone, internet and other credit/debit cards are notincluded. Conversion factors are used to extrapolate arrivals, but spending per visitor is in its raw form (only Visa cardpurchases). Amounts on the sheet are rounded, with associated rounding errors. All calculations are done on un-roundeddata.) 62
  • 65. International Travel GuidesBackground:The international department has provided international travel guides in earlier years for justGermany and Japan. The newest international travel guide will reflect the refreshed TravelOregon brand elements and leverage content from the domestic visitor guide. Translatedguides will be offered in German, French, and Japanese.Description:Translated travel guides will provide information on all seven regions with content onaccommodations, restaurants, wineries, and attractions. Itinerary suggestions for each regionby theme will also be included. 10,000 English guides distributed in the UK, Benelux, Canada,and US. 5,000 Japanese guides, 5,000 German guides, and 5,000 French guides distributed incountry.Key Measurements:Distribution is tracked through international contractor’s offices.International SeminarsBackground:The international department has offered international seminars across the state. In the past,the seminars were offered as part of the Western States Tourism Policy Council grant funding.After the grant funding ended in 2006, the international department continued offering tworegional seminars per year. For 2011, the department will offer two regional seminars.Description:International seminars provide direct interaction with tourism partners explaining theinternational and domestic travel trade programs and ways to participate. The seminarsprovide insight on how to have product listed in tour operator catalogs, negotiating contractsand participating in research trips to host travel trade and media.Key Measurements: Hosting two regional seminars per year. 63
  • 66. EUROPEPR/Media ProgramBackground:In country representatives target travel trade and consumer media to promote Oregon editorialby inviting them on press research trips, distributing new releases and meeting with them atkey trade shows.Description:Leverage media relationships to continue getting coverage from journalists who have visitedOregon and also increase web articles. Oregons resources will be split between National andRegional media as well as niche publications with smaller distribution.Key Measurements: The media impressions will increase by 3% year over year.Program Name Results 2009-2010 Goals 2011-2013Media Clippings: the $66,384,687 Increase by 3%United KingdomMedia Clippings: $6,888,229 Increase by 3%GermanyMedia Clippings: France $828,761 Increase by 3%Media Clippings: The $4,787,285 Increase by 3%NetherlandsMedia Clippings: New Increase by 3%ScandinaviaTrade Shows, Sales Mission and Research ToursBackground:Travel Oregon will attend Travel Trade Shows, sales missions and host research trips in andfrom key markets of Germany, UK, France, Netherlands and Scandinavia. All of these activitiesoffer Travel Oregon and their partners opportunities to meet with tour operators and travel 64
  • 67. agencies. Hosting qualified travel industry professionals generates tour products andmaximizes opportunities to promote Oregon’s key attributes.Description:Travel Trade shows for 2011-2013 are as follows.  ITB  WTM World Travel Mart  Go West Summit  NAJ North American Journey  Visit USA Shows  Sales Missions in alternating yearsKey Measurements: Travel Oregon distributes qualified leads to regional partners.Program Name Results 2009-2011 Goals 2011-2013Trade Shows: WTM 2010 67 Leads 75 LeadsTrade Shows: ITB 211 Leads 250 LeadsTrade Shows: Go West 70 Leads 100 Leads2010 and 2011Trade Shows: NAJ 2010 76 Leads 80 Leadsand 2011Sales Missions 2 Missions 2 MissionsResearch Trips 45 Research Trips 45 Research TripsSocial MediaBackground:Currently, 85 Million consumers in Travel Oregon’s key international target markets are usingFacebook as their social networking platform. In the past biennium, Oregon launched thispromotion and was the first state DMO to do so. Oregon has seven “Oregon tabs” on Europeantour operator Facebook accounts. 65
  • 68. Description:Travel Oregon will create Facebook accounts in all key European markets: Germany, the UnitedKingdom, Scandinavia, Holland, and France. With strategic and targeted advertising and specialsweepstakes in each market, Travel Oregon will continue to grow Twitter presence in theEurope markets to increase awareness and media stories about Oregon as a leisure destination.Tour Operator Social Media Partnerships will continue to be developed through the promotionof Oregon Tabs and mini-sites on Tour Operator Facebook Profile pages.Key Measurements:A benchmark has been established for the in country Twitter accounts. The goal is to increasefollowers by 10% annually. “Oregon tabs” on tour operator Facebook accounts will beincreased to 20. Adventure videos from around the state are featured on the tabs with links tohotels and attractions on the tour operator’s websites. Five additional videos will be createdfrom regions around the state. Oregon will go from 0 to 1000 likes in the next two years on incountry Facebook pages.Program Name Results 2009-2011 Goals 2011-2013Facebook Accounts in New 1000 LikesGermanyFacebook Accounts in the New 1000 LikesUnited KingdomFacebook Accounts in New 500 LikesScandinaviaFacebook Accounts in The New 500 LikesNetherlandsFacebook Accounts in New 500 LikesFranceTwitter Friends: Germany, 614 Increase friends by 5%Netherlands, UK, FranceFollowers: Germany, 686 1000Netherlands, UK, FranceOregon Tabs on Facebook 7 Oregon Tabs 20 Oregon Tabs 66
  • 69. Tour Operator Special PromotionsBackground:Travel Oregon has promoted Oregon through special promotions with key tour operators.Currently there is opportunity to grow shoulder season product, with an emphasis on winter.We’ll continue to promote the Delta non-stop Amsterdam to Portland flight with a focus onquick and easy access to an affordable, diverse, new destination.Description:Ski Packages with Targeted European Tour Operators: The ski packages for Oregon will not onlyinclude skiing or snowboarding but also such winter activities as snow shoeing, dog sledding,snowmobiling, wine tasting, and tax free shopping. The targeted tour operators are Jan Doets(The Netherlands), Explorer Fernreisen (Germany), STA (the United Kingdom) and Go West(Sweden). The targeted receptive tour operator to contract with Mt Bachelor and Mt Hood isAmerica 4 You.Key Measurement: Increase Ski Product to three new itineraries in all markets.Program Name Results 2009-2011 Goals 2011-2013Winter/shoulder season New Increase by 3 productsproduct: GermanyWinter/shoulder season New Increase by 3 productsproduct: the UnitedKingdomWinter/shoulder season: New Increase by 3 productsFranceWinter/shoulder season: New Increase by 3 productsThe NetherlandsWinter/shoulder season: New Increase by 3 productsScandinavia 67
  • 70. ScandinaviaBackground:Scandinavia is a new emerging market for Travel Oregon. VisaVue® as well as media interestand looking at California and Washington that have Scandinavia as their number one market,led us to add Scandinavia to our European target markets.Description:Travel Oregon will add Oregon packages & itineraries and create demand with media. Also,Travel Oregon will provide online training program for travel agents using the Oregon “Experts”model. We’ll also focus on special promotions to travel trade to learn about Oregon withcompetitions and co-ops with KLM and newsletter distribution.Key Measurements:The “Experts” program will train approximately 600 agents. The educational programs, tradeshows, consumer shows, and research tours will develop fly drive and FIT (free independenttraveler) product in 20 tour operator catalogues in the next two years.Program Name Results 2009-2011 Goals 2011-2013Scandinavia: online New 600 participantstraining programsScandinavia: product in New 20 productstour operator catalogsBrand Affinity Partner CampaignsBackground: Brand Affinity marketing campaigns offer opportunities for sustained campaignsto target demographics providing online, in store and direct mail opportunities. The return istypically 25:1.Description:  Brand Kiss: this is a destination and brand marketing specialist that will put Travel Oregon in front of new audiences by leveraging partnerships with trusted household name consumer brands in the UK.  Columbia Sportswear: Present Oregon as a travel destination through an Oregon company that is recognized world wide for outdoor enthusiasts. Host events in Frankfurt and London. Invite high end consumers and media partnering with tour operators who will invite their top clients and media.  Promotion Cards: In Germany, a new trend for Travel Companies is to use “promotion cards” to show their products in restaurants and bars at nominal costs. The costs 68
  • 71. include printing costs of the card and distribution as opposed to marketing dollars in an advertising campaign. The card would include Oregon images (brand) in conjunction with tour operator information.Online Marketing CampaignsBackground:Travel Oregon will work with tour operators to promote packages on websites such asOpodo.com, Lastminute.com, and Travel Zoo. The sites will increase short term bookings toOregon. The promotions would also include micro-site and skyscraper banners on the homepage.Description:Oregon online promotions will reach thousands of users and increase consideration of Oregonas a vacation destination.Key Measurement:Increase the number of on-line tour operator promotions by 5% increase over 2010-2011.Program Name Results 2009-2011 Goals 2011-2013Online tour operator 3 promotions Increase number ofpromotions promotions by 5%Localization of TravelOregon.com in Europe MarketsBackground:With the redevelopment of TravelOregon.com in 2011, websites in key markets of Germanyand France will be localized based on the new site.Description:Promote the new sites with media outreach in all markets. Create branded web experiencestailored to international traveler needs. Work with contractors to make sure website reflectsinformation needs for their market. This would allow consumers to research Oregon as avacation destination in their own language. This will be especially beneficial for non-Englishspeakers. 69
  • 72. Key Measurement:Use website Analytics.Program Name Results 2009-2011 Goals 2011-2013Germany Website analytics 24,380 Visits 25,000France Website analytics New 15,000ASIATrade ShowsBackground:From Shanghai to Tokyo, international trade shows are the central gathering place for Oregon’stravel trade partners in Asia. At the largest shows, over 100,000 tour operators, hoteliers,travel agencies, airlines and consumers all gather under one roof to gain access to the latesttravel information. Having a consistent presence and focused brand campaign at these eventsis a key pillar in keeping Oregon in front of our clients and developing relationships with ourpartners.Description:Travel Oregon in partnership with RDMOs, airlines and key contractors will create the mostimpactful level of participation at the following trade shows:  JATA Japan Association of Travel Agents  CITM China International Travel Mart  NAJ West North American Journeys  Active America JAPAN  Active America CHINATravel Oregon will use the above venues to promote Oregon’s key attributes such as scenicbeauty, tax-free shopping, winery and brewery offerings, cycling, outdoor adventure, golf, ski,sustainability and culinary experiences. 70
  • 73. Key Measurements:The ultimate goal of these trade shows is increased trip generation and deeper strategicpartnerships. We can measure our success in this area through the number of new tourproducts created and the number of qualified sales leads generated.Program Name Results 2009-2011 Goal 2011-2013Qualified Leads 125 per year 175 per yearSpecial Promotions and Sales MissionsBackground:Provides opportunities to work with key suppliers and industry partners to jointly raiseawareness of major events and activities in Oregon. Sales missions allow for targeted sales callsand relationship building with tour operators leading to increased awareness of Oregon andmore offerings in catalogs and on-line distribution channels.Description:Travel Oregon will work with key partners to create unique in-county events and promotions tofurther position Oregon as a dynamic and diverse destination.  Travel Oregon in-country contractors to work with Japan, China and Korea media on coverage of major events  Oregon outdoor adventure/scenic beauty event with Japanese outdoor/fashion publication and Oregon apparel company  Korea sales mission to target key tour operators in lieu of major trade show in this market  Sales missions to key Asian tour operators in Los Angeles area to coordinate and reinforce in-country sales activities with the key decision makers in U.S. offices of major tour companiesKey Measurements:Direct sales activities and deeper relationships with clients and decision makers will lead tomore Oregon travel products being produced and more consumer participation in our on-lineand social media platforms.Program Name Results 2009-2011 Goal 2011-2013Tour Operator Product and 20 per year 35 per yearonline promotions 71
  • 74. Social MediaBackground:In all three of our key Asian markets (Japan, Korea and China) social media is completelytransforming the way in which consumers gather and share information. Adding to this is thequick adoption of advanced smart phone and mobile technology in these markets. Thispowerful combination provides Travel Oregon with new “bandwidth” and “shelf space” topromote our key niche travel products to groups who have a passion for them and up until nowhave not had access to through traditional travel and media outlets.Description:Japan: Continue to build followers with ongoing Twitter campaign and tie in with key travelproviders and influencers. Explore opportunities for tie-ins with tour operators through othersocial media sites. Work with media/PR contractor to coordinate these activities with mediaarticles featuring Oregon for maximum impact.  Korea: Build on existing Oregon blog with more tie-ins to Korea social media community. Use more video from research trips to Oregon and incorporate across several social media outlets while connecting back to travel trade (airlines and tour operators with Oregon product).  China: Many western social media platforms are not allowed by the Chinese government. Oregon must carefully choose appropriate channels to engage with social media. This can include uploading videos to approved file-sharing sites and engaging bloggers to post their travel experiences in Oregon to community bulletin boards. Travel Oregon will engage with a media contractor on a project-basis for social media research trips, coordinating media activities in local language and selecting proper social media channels.Key Measurements: Increase the number of followers to our existing social media platformsand through new avenues. Program Name Results 2009-2011 Goal 2011-2013 Japan Twitter Followers 99 followers 300 followers Japan Tweets 171 tweets 220 tweets Korea Twitter Followers New 100 followers Korea Blog Visitors 1000 visitors/month Increase to 1500/month 72
  • 75. Media/Travel Trade Research TripsBackground:Hosting qualified media and travel industry professionals generates tour products andmaximizes media impact in key international markets.  Japan has steadily been in the top three international visitors to Oregon with an estimated 50,000 visitors each year  Korea has a newly established visa waiver program status which typically doubles visitation to a country in the first five years  China is the fastest growing outbound market in the world with an expected 100 Million people having the financial ability to visit the US in the next 3 yearsDescription:Travel Oregon will work with in country contractors, airline partners, tour operators and mediacontacts to bring key journalists and decision makers to experience Oregon and generate mediacoverage and tour products. Some of the themes we will pursue in 2011-2013 include:Media  Korea live blogger/influencer tour to generate interest across many Korean travel blogs simultaneously  Japan outdoor recreation, hiking and cycling media to capture growing experiential based travel segment  China travel media to emphasize tax-free shopping and wineriesTravel Trade  Work with tour operators to get Oregon included in West Coast product offerings  Position Oregon as leading destination for outdoor activities, scenic nature and sustainable tourism  Focus on tax-free shopping, wine, golf and nature themes to all three key markets 73
  • 76. Key Measurements:Increased numbers Oregon product located in tour operator inventory and media value ofarticles generated from research trips.Program Name Results 2009-2011 Goal 2011-2013Asia Research Trips 20 per year 35 per yearCirculation $103,202,114 $105,000,000Travel Oregon Website Localization (Japan, Korea, China)Background:The Internet has become the primary tool for travel research and marketing. While thetraditional travel brochure still exists in Asia, most travel products are available on-line andmost consumers turn to the Web first when looking for information on their destination ofinterest. Travel Oregon needs to facilitate the travel trade and consumers’ need to accessinformation in their own language in the most efficient manner possible. Having our re-branded TravelOregon.com content localized into Japanese, Korean and Chinese will be the keystep in this process.Description:The International Department will partner with Consumer Marketing during the re-development process to traveloregon.com with the goal of having sections of contentdesignated for the three key Asian markets. We will then work with a website localizationspecialist to insure this content is translated to the target language effectively. When launched,a tour operator or consumer in Asia will be able to access the Travel Oregon localized websiteand quickly learn Oregon’s main tourism information in their native language.Key Measurements:Localized websites will lead to more tour packages and products through quick and easy accessto our information by tour operators. Also, the localized sites will increase overall web trafficand drive more consumers toward our tour operator packages and other social mediapromotions. 74
  • 77. Program Name Results 2009-2011 Goal 2011-2013Website Analytics Japan 60,148 10% increasePage ViewsWebsite Analytics China New 48,119Page ViewsWebsite Analytics Korea New 48,119Page ViewsDOMESTIC TRAVEL TRADETrade Shows, Sales Missions and Research ToursBackground: Direct sales are the core of the domestic travel trade program. Participating intrade shows, sales missions and research tours allows our team to deliver the brand promise ofOregon to the trade industry and consumers.Description:  Increase the number of placements in domestic tour operator catalogs  Expand relationships with domestic niche operators to complement Travel Oregon’s culinary and recreation pillars  Increase the number of domestic sales missions  Showcase Oregon’s culinary and recreation pillars at domestic trade shows o Serve Oregon cuisine and craft brew at Oregon sponsor booth at National Tour Association o Serve Oregon wine at Oregon’s hospitality room at Travel Alliance Partners 75
  • 78. Key Measurements:Direct sales will allow our team to maximize consumer impact and trip generation. Increasingsales missions and research tours will give our clients best in class service and continually keepOregon visible with their consumers.Program Name Results 2009-2011 Goal 2011-2013Tour Operator Catalogs 100 Increase by 5%Niche Operators 25 Increase by 5%Domestic Sales Missions New One sales mission per yearSocial MediaBackground:Social media is a fresh addition to our domestic travel trade efforts. Oregon’s top domestictour operators are creating Facebook pages to stay in touch with their clients who are spendinga greater portion of their time online visiting social networks. To ensure Travel Oregon isserving these travel needs, social media will be a vital portion of our team’s plans movingforward.Description:  Add an Oregon tab to Oregon’s top five domestic operator’s facebook pages  Share Oregon trip packages on the Travel Oregon facebook page o ex: Oregon trips offered by Tauck World Discovery  Increase the number of tour operators utilizing the OTTA facebook page  Utilize Youtube, Flickr and other social media outlets to engage domestic operators 76
  • 79. Key Measurements: Track followers and fans on all social media outlets.Program Name Results for 2009-2011 Goal for 2011-2013Domestic Tour Operator New 5 tabs per yearOregon Facebook TabsOTTA Facebook Page 50 Operator Fans Increase by 250Other Social Media Outlets New 200 page viewsPR/MediaBackground:Travel Oregon is continually building relationships with the trade media to ensure TravelOregon is the number one trusted resource for trip planning.Description:Deliver themed trip inspirations quarterly to the trade media. Populate the media resourcepage on OregonPackagedTravel.com.Key Measurements: To continue the momentum Travel Oregon will continue our strategicpartnership with the Oregon Tour and Travel Alliance (OTTA) to leverage resources to achievecore goals.Program Name Results 2009-2011 Goal 2011-2013Trip Inspirations 5 per quarter Increase to 10 per quarterOTTA Media Page New 5 releases per quarterCirculation Numbers $193,612 Increase by 3%Advertising and Special PromotionsBackground:Advertising in trade publications is a critical tool to keep Oregon visible with tour operators andto expand our reach to growing niche markets, such as group travel leaders and student travel 77
  • 80. planners. Travel Oregon works with OTTA to implement tour operator and media advertisingand special promotion campaigns.Description:  Partner with Travel Guys Radio in Sacramento hosted by Sports Leisure Vacations  Increase online exposure with current trade publications  Courier Magazine, Destinations or Group Tour Magazine  Tour operator birthday promotionKey Measurements:Increase the reach of the Travel Oregon brand while strengthening partnerships with existingclients.Program Name Results 2009-2011 Goal 2011-2013Travel Guys Radio New Spring and Fall promotionsOn-line exposure New Featured in 3 online publicationsOregon’s Birthday Gift 50 operators 75 operatorsCANADATrade Shows, Sales Missions, and Research ToursBackground:Western Canada has been a focus for Travel Oregon, with an emphasis on British Columbia,because of its driving proximity to Oregon and PDX international offering four daily flights fromVancouver. Sales missions have been the primary direct sales tool for this market. New directflights to Calgary and Toronto are now being offered; this expanded air service will offeradditional opportunities for growth. In addition, in Spring 2011 we are introducing TV andonline advertising to this market; our trade efforts will help amplify the brand campaign. 78
  • 81. Description:  Hire an in-country contractor to assist with higher visibility with the trade  Air Canada agent or wholesaler FAM to encourage the development of Oregon product and promote the direct flights  Develop agent training programs for the top 10 wholesalers in Vancouver, BC  Partner with Merit Golf Vacations to promote Oregon’s adventure pillars  Increase the number of placements in tour operator catalogsKey Measurements:Direct sales will allow our team to maximize consumer impact and trip generation. Increasingsales missions and research tours will give our clients best in class service and continually keepOregon visible with their consumers.Program Name Results 2009-2011 Goal 2011-2013Tour Operator Product 63 70Agent Training Programs New Train top 5 wholesalersAir Canada Vacations New Add Oregon golf productProductSocial MediaBackground:Social media is a fresh program for the Canadian travel trade. Oregon’s top Canadian touroperators are creating Facebook pages to stay in touch with their clients (surveys show 7 out of10 of Canadians online are members of Facebook). To ensure Travel Oregon is serving theirtravel needs, social media will be a vital program in our plans.Description:  Increase the number of Canadian fans on the Travel Oregon facebook page with targeted advertising  Develop an Oregon tab on the top five Canadian Tour Operator facebook pages 79
  • 82. Key MeasurementsProgram Name Results 2009-2011 Goal 2011-2013Oregon Facebook Tabs New 5 Facebook TabsCanadian Facebook Fans 50 Operator Fans Increase by 50%PR/MediaBackground:Travel Oregon is continually building relationships with the trade media to ensure TravelOregon is the number one trusted resource for trip planning with Canadian travelers havingmore awareness of Oregon, we will target the general consumer to maximize trip generation.Description  Hire in-country PR representation to increasing Oregon’s visibility with the media and general consumer  Work with major trade publications such as Travelweek to launch travel agent trip contests, targeting the retail markets across Canada  Develop a relationship or travel spot on the Chris Robinson Travel Show in Toronto to increase awareness of the Eastern Canadian consumerKey MeasurementsProgram Name Results 2009-2011 Goal 2011-2013Increase visibility in trade New 5 publicationspublicationsTravel show promotions New 2 new special promotions 80
  • 83. AUSTRALIA / NEW ZEALANDTrade Shows, Sales Missions, and Research ToursBackground:Travel Oregon has invested in these markets due to strong VisaVue® numbers, top mediainquires and qualified PowWow leads. The Australian market is also a top market for ourneighboring states of Washington (specifically Seattle) and California. Other Western statessuch as Idaho, Montana and Wyoming are also seeing success from this market as well.Description:  Hire in-country representation to assist Oregon in becoming visible with the trade and media  Attend Visit USA Australia and New Zealand  Host key journalists on a media research tour  Host key tour operators on a trade research tour  Have Oregon placement in 5 catalogs in 2012 / 2013  Develop promotional partnerships with top 3 wholesalers.Key Measurements:Direct sales will allow our team to maximize consumer impact and trip generation. Increasingsales missions and research tours will give our clients the best in class service and continuallykeep Oregon visible with their consumers.Program Name Results 2009-2011 Goal 2011-2013Tour Operator Catalogs New 5 Tour Operator CatalogsResearch Trips New 4 TripsMedia/TradeTour Operator Special New 2 PromotionsPromotions 81
  • 84. CANADA CONSUMER MARKETINGAdvertising StrategyBackground:In Spring of 2011, Travel Oregon’s domestic consumer advertising campaign was launched inthe Vancouver BC market.Description:Based on the results of the Spring 2011 campaign, additional campaigns and markets in Canadawill be considered. 82