Travel Oregon Ad Accountability

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Longwoods International displays key insights and results from their evaluation of the Travel Oregon Fall 2012 and Spring 2013 brand advertising campaigns.

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Travel Oregon Ad Accountability

  1. 1. Oregon Fall 2012/Spring 2013 Advertising Evaluation and Image Study Oregon Governor’s Conference on Tourism April 28, 2014 Tom Curtis
  2. 2. Longwoods International 3  Established in 1978 as consultancy-focused research company  Tourism since 1985  9,000 interviews – changing Canada’s image
  3. 3. Longwoods International 4  Today Travel USA®  200,000 interviews of Americans annually on-line  Employed by States, CVBs, industry associations, hotels, cruise lines, to assist in the planning of their tourism marketing efforts.  We specialize in integrated research programs:  Visitor tracking and profiling  Image and branding  Accountability/communication effectiveness - Longwoods R.O.EYE™
  4. 4. Longwoods International 5  Client base throughout North America  Research programs conducted in U.S., Canada, U.K., Japan, Mexico, Germany, Argentina, Brazil, and Colombia
  5. 5. Travel Clients 6
  6. 6. Non-Travel Clients 7
  7. 7. Peer Awards 8  TTRA  MRIA  “Best Practices in Tourism,” Dr. Rich Harrill  ARF – David Ogilvy Award
  8. 8. Background  Longwoods International was engaged by Travel Oregon to undertake an evaluation of Travel Oregon’s Fall 2012 and Spring 2013 tourism advertising campaigns.  The program consisted of two individual campaigns: Fall Bounty and Spring Outdoor Adventure. 9
  9. 9. Background  Bounty appeared on TV and online, while Outdoor Adventure was on TV, online and print.  Oregon’s advertising markets included:  Oregon, Idaho, Washington, California and Vancouver, B.C. • Campaign spending totaled $1.8 million. 10
  10. 10. 11  The study was conducted among a representative sample of adult travelers (18+) residing in Oregon’s advertising markets.  ‘Travelers’ means respondents had taken a day and/or overnight pleasure trip anywhere in the past 3 years and intend to take another in the next 2 years.  The survey was conducted via a major online consumer panel which is demographically balanced to represent the population in the markets surveyed.  1,596 individuals responded to the research Research Method
  11. 11. Travel Motivators
  12. 12. Travel Motivators Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Relative Importance* Importance Base: Residents of Oregon’s Regional Advertising Markets 13
  13. 13. Oregon’s Hot Buttons Base: Residents of Oregon’s Regional Advertising Markets 14 Top 10 Hot Buttons I'm inspired to visit this place A fun place for a vacation A place everyone should visit at least once Lots of things to see and do Great for a family vacation An exciting place Great for an adult vacation Good for a couples getaway Popular with vacationers A vacation there is a real adventure
  14. 14. Oregon's Image vs. the Competition
  15. 15. Oregon's Image 47 52 46 57 43 53 34 36 39 45 53 50 51 0 20 40 60 80 100 Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree Base: Residents of Oregon’s Regional Advertising Markets 16
  16. 16. Oregon's Image vs. The Competition 47 52 46 57 43 53 34 36 39 45 53 50 51 52 56 51 54 45 51 39 38 40 46 47 52 45 0 20 40 60 80 100 Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree Oregon Competitors* * Competitors include: Idaho, Washington State, British Columbia, Colorado, Montana, California Base: Residents of Oregon’s Regional Advertising Markets 17
  17. 17. Oregon's Image vs. The Competition — Exciting 47 44 51 54 39 47 52 46 55 58 48 53 0 20 40 60 80 100 Exciting I`m inspired to visit this place A fun place for a vacation A place everyone should visit at least once An exciting place A real adventure Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 18
  18. 18. Oregon's Image vs. the Competition — Exciting 68 56 54 48 47 47 38 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 19
  19. 19. Oregon's Image vs. The Competition — Adult Vacation 52 53 51 56 58 54 0 20 40 60 80 100 Adult Vacation Great for an adult vacation Good for a couples getaway Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 20
  20. 20. Oregon's Image vs. the Competition — Adult Vacation 73 62 57 54 52 49 39 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 21
  21. 21. Oregon's Image vs. The Competition — Family Atmosphere 46 53 40 51 55 46 0 20 40 60 80 100 Family Atmosphere Great place for a family vacation Children would especially enjoy this place Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 22
  22. 22. Oregon's Image vs. the Competition — Family Atmosphere 74 52 50 47 46 42 37 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 23
  23. 23. Oregon's Image vs. The Competition — Worry Free 57 57 54 54 0 20 40 60 80 100 Worry Free A great place to unwind and disconnect Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 24
  24. 24. Oregon's Image vs. the Competition — Worry Free 63 57 56 54 51 49 49 0 20 40 60 80 100 Montana Oregon British Columbia Washington State Idaho California Colorado PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 25
  25. 25. Oregon's Image vs. The Competition — Unique 43 46 48 34 42 44 43 45 51 49 40 41 48 44 0 20 40 60 80 100 Unique Unique vacation experience Interesting local people Interesting customs and traditions Interesting antiques/unique crafts Interesting Native American cultures Unique local cooking Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 26
  26. 26. Oregon's Image vs. the Competition — Unique 54 48 46 45 43 39 38 0 20 40 60 80 100 California British Columbia Washington State Montana Oregon Colorado Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 27
  27. 27. Oregon's Image vs. The Competition — Sightseeing 53 50 55 57 45 36 52 41 70 60 65 43 68 47 51 57 55 54 52 44 49 46 70 62 61 36 46 37 0 20 40 60 80 100 Sightseeing Lots of things to see and do Beautiful gardens/parks Great for touring by car Interesting cities Excellent museums/art galleries Interesting small towns/villages Noted for its history Truly beautiful scenery Excellent State/National Parks Great for viewing wildlife/birds Great beaches Exceptional coastal scenery Great for whale watching Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 28
  28. 28. Oregon's Image vs. the Competition — Sightseeing 71 56 55 53 43 43 36 0 20 40 60 80 100 California Washington State British Columbia Oregon Montana Colorado Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 29
  29. 29. Oregon's Image vs. The Competition — Popular 34 41 32 29 39 52 33 33 0 20 40 60 80 100 Popular Popular with vacationers I search out information about this place I often notice advertising for this place Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 30
  30. 30. Oregon's Image vs. the Competition — Popular 64 42 41 34 34 27 25 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 31
  31. 31. Oregon's Image vs. The Competition — Climate 36 36 38 38 0 20 40 60 80 100 Climate Excellent climate overall Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 32
  32. 32. Oregon's Image vs. the Competition — Climate 74 36 36 35 32 25 24 0 20 40 60 80 100 California British Columbia Oregon Washington State Colorado Idaho Montana PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 33
  33. 33. Oregon's Image vs. The Competition — Entertainment 39 49 41 37 35 43 28 42 40 46 44 41 38 40 30 39 0 20 40 60 80 100 Entertainment Interesting festivals/fairs/events Excellent shopping Great for theater and the arts Great for attending culinary events Great for touring wineries Great casino gaming Great for storm watching Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 34
  34. 34. Oregon's Image vs. the Competition — Entertainment 60 46 40 39 32 28 25 0 20 40 60 80 100 California Washington State British Columbia Oregon Colorado Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 35
  35. 35. Oregon's Image vs. The Competition — Luxurious 45 41 50 39 44 52 46 52 46 47 42 41 0 20 40 60 80 100 Luxurious First-class resorts/hotels Interesting B&B`s/Inns Elegant, sophisticated restaurants Great selection of accommodations that use sustainable practices Great local microbreweries and beer Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 36
  36. 36. Oregon's Image vs. the Competition — Luxurious 65 51 49 47 45 31 31 0 20 40 60 80 100 California British Columbia Colorado Washington State Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 37
  37. 37. Oregon's Image vs. The Competition — Affordable 53 55 61 52 45 47 56 47 41 45 0 20 40 60 80 100 Affordable Offers a variety of accommodations Not too far away to consider for a vacation Affordable to get to Affordable to eat there Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 38
  38. 38. Oregon's Image vs. the Competition — Affordable 60 53 50 45 44 41 40 0 20 40 60 80 100 California Oregon Washington State British Columbia Colorado Idaho Montana PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 39
  39. 39. Oregon's Image vs. The Competition — Sports & Recreation 50 56 63 64 51 64 53 52 34 44 24 52 57 57 63 53 63 54 47 40 57 30 0 20 40 60 80 100 Sports & Recreation Great place to attend outdoor recreation events… Excellent fishing Great for camping Great place for rafting/kayaking Good for hiking/backpacking Great for mountain biking Great for bicycling on roads Great for golfing Excellent snow skiing/snowboarding Great for surfing Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 40
  40. 40. Oregon's Image vs. the Competition — Sports & Recreation 65 53 50 50 50 49 45 0 20 40 60 80 100 California Colorado Oregon British Columbia Washington State Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 41
  41. 41. Oregon's Image vs. The Competition — Farming Experience 51 56 52 51 56 41 45 43 49 46 47 41 0 20 40 60 80 100 Farming Experience Leader in green and sustainable practices Picturesque, wholesome farming country Great for locally-grown specialty foods Great source for organically-grown food Great for farm vacations Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 42
  42. 42. Oregon's Image vs. the Competition — Farming Experience 53 51 49 44 43 42 36 0 20 40 60 80 100 California Oregon Washington State Idaho Montana British Columbia Colorado PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 43
  43. 43. Oregon's Image Strengths vs. the Competition 23 14 13 11 11 10 9 7 6 5 5 0 10 20 30 40 Exceptional coastal scenery Not too far away to consider for a… Leader in green and sustainable… Great local microbreweries and beer Affordable to get to Great for whale watching Great source for organically-grown food Great beaches Excellent fishing Great for locally-grown specialty foods LGBT-friendly destination Difference in Percent Who Strongly Agree Base: Residents of Oregon’s Regional Advertising Markets 44 Circled attributes are image hot buttons
  44. 44. Oregon's Image Weaknesses vs. the Competition -14 -11 -11 -9 -9 -8 -7 -7 -7 -7 -6 -6 -40 -30 -20 -10 0 Excellent snow skiing/snowboarding First-class resorts/hotels Popular with vacationers Excellent museums/art galleries An exciting place Elegant, sophisticated restaurants Lots of things to see and do Interesting cities Great for golfing Children would especially enjoy this place Great for surfing Unique vacation experience Difference in Percent Who Strongly Agree Base: Residents of Oregon’s Regional Advertising Markets 45 Circled attributes are image hot buttons
  45. 45. Oregon’s Product Delivery
  46. 46. 58 59 56 60 49 61 45 44 48 53 65 57 58 38 44 40 51 38 45 30 31 33 38 43 44 46 0 20 40 60 80 100 Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree Recent Visitors* Never Visited Oregon’s Product vs. Image * Visited in past two years Base: Residents of Oregon’s Regional Advertising Markets 47
  47. 47. 31 29 28 25 25 24 22 22 21 21 20 19 0 20 40 60 Great beaches Not too far away to consider for a vacation Affordable to get to I`m inspired to visit this place Great for touring wineries A place everyone should visit at least once Truly beautiful scenery Exceptional coastal scenery Great place for a family vacation Good for a couples getaway Great for camping A fun place for a vacation Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 48 Circled attributes are image hot buttons
  48. 48. 18 17 17 17 17 17 16 16 16 16 16 16 16 0 20 40 60 Interesting B&B`s/inns Offers a variety of accommodations An exciting place I search out information about this place Lots of things to see and do Popular with vacationers Great for whale watching Great for touring by car Noted for its history LGBT-friendly destination Excellent State/National Parks Interesting festivals/fairs/events Great local microbreweries and beer Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 49 Circled attributes are image hot buttons
  49. 49. 15 15 15 15 14 14 14 14 14 14 14 14 14 0 20 40 60 First-class resorts/hotels Great for mountain biking Great selection of accommodations that use sustainable practices Great place for rafting/kayaking A real adventure Interesting local people Beautiful gardens/parks Great for storm watching Great place to attend outdoor recreation events (cycling, running,… Interesting cities Great for attending culinary events Good for hiking/backpacking Affordable to eat there Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 50 Circled attributes are image hot buttons
  50. 50. 13 13 13 13 12 12 12 12 12 12 12 12 11 0 20 40 60 Excellent snow skiing/snowboarding Excellent climate overall Unique vacation experience Great for surfing Picturesque, wholesome farming country Leader in green and sustainable practices Interesting Native American cultures Great casino gaming Great source for organically-grown food Great for farm vacations Great for theater and the arts Excellent fishing Great for viewing wildlife/birds Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 51 Circled attributes are image hot buttons
  51. 51. 11 11 10 10 10 9 9 9 9 8 8 8 8 0 20 40 60 Interesting customs and traditions Great for locally-grown specialty foods Children would especially enjoy this place Great place for a conference/convention Interesting small towns/villages Great for an adult vacation I often notice advertising for this place A great place to unwind and disconnect Great for golfing Unique local cooking Elegant, sophisticated restaurants Excellent shopping Interesting antiques/unique crafts Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 52 Circled attributes are image hot buttons
  52. 52. Oregon’s Product Weaknesses vs. Image No Product Weaknesses vs. Image 53
  53. 53. Impact of Advertising on Image
  54. 54. 53 56 50 59 49 57 43 41 46 53 58 55 55 41 47 43 55 37 49 26 31 32 38 48 46 48 0 20 40 60 80 100 Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree Aware* Unaware Impact of Advertising on Image  Total Regional Market *Saw at least one ad Base: Residents of Oregon’s Regional Advertising Markets 55
  55. 55. 52 57 59 56 58 46 58 55 49 50 35 45 50 44 48 32 48 47 34 44 0 20 40 60 80 100 I`m inspired to visit this place A fun place for a vacation A place everyone should visit at least… Lots of things to see and do Great place for a family vacation An exciting place Great for an adult vacation Good for a couples getaway Popular with vacationers A real adventure Percent Who Strongly Agree Aware* Unaware Impact of Advertising on Oregon’s Hot Buttons *Saw at least one ad Base: Residents of Oregon’s Regional Advertising Markets 56
  56. 56. Bottom Line Advertising Impacts
  57. 57. Incremental Trips, Spending and Taxes Due to Advertising 2012/2013 Ad Campaign Ad Investment $1.8 Million Incremental Trips 1.81 Million Incremental Visitor Spending $425.4 Million Incremental Taxes $19.0 Million Regional Travel Market: Oregon, Idaho, Washington, California and Vancouver, B.C. 58 • Ad Investment excludes Production/Other Costs • Visitor spending based on Longwoods’ Travel USA Avg. Per-Person Per-Trip Expenditures = $300.72 for overnight visitors; $138.26 for day visitors • Effective Direct Tax rates 2.76% State and 1.7% Local
  58. 58. Incremental Trips Due to Advertising 2012/2013 Ad Campaign Overnight Trips 1,082,000 Day Trips 723,500 Total 1,805,500 59
  59. 59. The Bottom Line Spending ROI $237 Tax ROI $11 60 Every $1 invested in the campaign generated $237 in visitor spending $11 in local/state taxes

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