Powerpoint presentation from Nov 14 community meeting

1. TRAVEL OREGON 101
& Partnering with your VCB
November 14, 2012
Black Market Gourmet, Coos Bay

2. Who is Oregon’s tourism and
hospitality industry?
• 92,400 Oregonians directly employed (2011)
• Restaurants, hotels, wineries, attractions,
guiding & outfitter businesses, tour operators,
visitor information centers, convention and
visitor bureaus
• Indirectly: gas stations, charter boats, taxis,
shopping centers, printers, art galleries and
more…

4. Tourism Industry
Employment 1991-2011
100
90
80
70 Thousands
60
50
40
30
1991 1994 1997 2000 2003 2006 2009

5. Why Tourism Matters
To Oregon
2011
•$8.8 billion in visitor expenditures annually
•$2.1 billion in payroll and earnings annually
•$320 million in state and local taxes annually
Tourism = One of Oregon’s top export-oriented industries

6. Why Tourism
Matters
To Coos County
2011
•$220 million in visitor expenditures annually
•$3090 Jobs
•$6.5 million in state and local taxes annually

7. Investing in Oregon’s
Tourism Industry
• Pre-2004, Oregon’s tourism budget was:
– 46th out of the 50 states
– Oregon was losing market share to other
states
– Fact: Oregon needed an economic
stimulus
• House Bill 2267 – Oregon Tourism
Investment Proposal

8. Statewide lodging tax
• 1% Statewide Lodging Tax implemented in
2004
• Lodging tax = transient occupancy tax/TOT,
bed tax, room tax, etc.
• Local lodging taxes:
– Existing local rates and allocations for tourism
were “grandfathered”
– Increases in local tax rates with at least 70%
dedicated to tourism are allowed

9. Where does it go?
• Collected by the Oregon Dept of Revenue
• Deposited with Travel Oregon
• Up to 15% is distributed back to Oregon’s 7
regions for their Regional Cooperative
Marketing Program (RCMP)
• Oregon’s tourism budget now ranks in the
middle of the 50 states

10. Where does it go locally?
• 7% transient tax collected by lodging
properties
• 5/7th to city/tribe general fund = $875,000
• 2/7th to fund the VCB = $236,000

11. Seven Regions
Breakdown of dollars that each region received for their
2011 Regional Cooperating Marketing Programs:
- Greater Portland $429,911
- Oregon Coast $290,351
- Willamette Valley $149,596
- Southern Oregon $126,774
- Central Oregon $102,399
- Eastern Oregon $53,529
- Mt. Hood/Col. River Gorge $42,298
Up to 15% of the 1% collected goes to the regions.

12. The 7 OREGON REGIONS/RDMO’s

13. So what is Travel Oregon?
The Oregon Tourism Commission dba
Travel Oregon is the official state agency
charged with encouraging economic
growth to enhance the quality of life in
Oregon through a strengthened economic
impact of tourism throughout the state.

14. What is the Coos Bay – North
Bend VCB?

15. Organizational Structure
Governor

Oregon Tourism Commission
9 appointed Commissioners

Travel Oregon
Chief Executive Officer

Travel Oregon Staff
5 departments

16. Departments
• Executive
• Operations & Strategic
Development
• Global Marketing
• Global Sales

17. Strategic Plan
Key Objectives:
#1 Maximize the return on public and private investments in tourism.
#2 Drive year-round travel from visitors in our domestic target audience
and lengthen their average stay by encouraging them to be destination-
oriented in this state.
#3 Drive online marketing leisure visitors to Oregon from our primary
international target markets: Germany, UK, Japan, Canada, and
European and Asian feeder markets.
#4 Provide leadership and support through collaboration with local,
regional, national, tribal and private-industry tourism entities.

18. Read it Yourself
Travel Oregon’s Strategic Plan
Located on our industry website:
www.traveloregon.com/industry
Go to About OTC
Then go to Travel Oregon 2011-2013 Strategic Pla

19. DMO’s
DMO = Destination Marketing
Organization
– A Destination Marketing Organization is an organization
whose primary function is to attract visitors to its
locale for the purpose of enhancing the local economy
through purchase of room nights, food and beverage, retail
items, transportation, visitor services, etc.
– In Oregon, local DMO’s work with their Regional Destination
Marketing Organization (RDMO) to cooperatively leverage
budgets, advertising, services, and information for the
benefit of all tourism entities in the region.
Examples: Coos Bay-North Bend Visitor &
Convention Bureau, Travel Lane County, Travel
Salem, Visit Corvallis, Travel Portland,

20. RDMO’s
RDMO = Regional Destination Marketing
Organization
Oregon is divided into seven tourism regions. Each region has
identified one Destination Marketing Organization (DMO) to act
as its Regional Destination Marketing Organization (RDMO).
The RDMO partners with Travel Oregon for the purpose of
attracting visitors to their specific region.
RDMO Examples:
Oregon Coast Visitors Association
Southern Oregon Visitors Association
Central Oregon Visitors Association

21. Tourism Industry Partnering
Local Tourism & Hospitality Industry
(Business, Organization, Individual)
Example: The Mill Casino

Local Destination Marketing Organizations
(DMO)
Example:
Coos Bay-North Bend Visitor & Convention Bureau

Regional Destination Marketing Organizations
(RDMO)
Example: Oregon Coast Visitors Association

Travel Oregon

22. How we Communicate with
our Industry Partners
Travel Oregon

Regional Destination Marketing Organization
(RDMO)
Example: Oregon Coast Visitors Association

Local Destination Marketing Organization
(DMO)
Examples: Coos Bay – North Bend Visitor and Convention Bureau

Local Tourism & Hospitality Industry
(Business, Organization, Individual)
Examples: Black Market Gourmet

23. Operations & Strategic
Development Department

24. Industry & Visitor Services /
Destination Development
Teams
Executive Team
•Scott West, Chief Strategy Officer
Industry & Visitor Services Team
•Carole Astley, Industry & Visitor Services Senior Manager
•Sarah Tomlin, PDX Welcome Center Manager
•Michelle Woodard, Communications Liaison
•Patti Kileen, Industry & Visitor Services Coordinator
Destination Development Team
•Kristin Dahl, Destination Development Senior Manager
•Harry Dalgaard III, Destination Development Specialist
•Jamie Parra, Destination Development Coordinator
•Linda Andrews, Destination Development Coordinator

25. Industry & Visitor
Services Program

26. Governor’s Conference on Tourism
April 14-16, 2013 ~ Salem
Tourism & Hospitality Industry Opportunities:
oExhibitor & Sponsors – available November
oAttendee Registration – opens mid-January
oEducation & Networking
www.OregonTourismConference.com

27. Matching Grants Program
• Next application process will open in Spring 2013
• Also have a Rural Tourism Studio grant program
For:
New tourism projects that contribute to the development and
improvement of local economies and communities throughout
the
state by means of enhancement, expansion and promotion of
the
visitor industry. Generation of overnight stay in your region by
partnerships with other local tourism businesses is important.
– One grant application per year
– Minimum ask is $1,000; Maximum ask to be determined in
2013
– Competitive grant process

28. Scenic Byways
Coordinate with ODOT & Statewide
Committee
Coordinate with Global Marketing
Department:
•Participate in regional Scenic Byway efforts
•Promote through: traveloregon.com/trip-
ideas/scenic-byways/
•Scenic Byway Driving Guide
(being re-printed soon!)

29. Pacific Coast Scenic Byway

30. Scenic Byways Online:
traveloregon.com/trip-ideas/scenic-
byways/

31. Industry Policy & Research
Policy: Government affairs, legislative issues, agency & partner
relations
Research: Development and marketing decisions are based on
research
Primary research studies include:
Local Transient Lodging Tax Survey
Oregon Overnight Travel Study
Oregon Travel Impacts (1991-2009 economic impacts)
Fishing, Hunting, Wildlife Viewing & Shellfishing in Oregon
Tourism & Hospitality Indicators Report
Regional Research
Travel Oregon Reports
NEW! Oregon Cultural and Heritage Travelers Study – Available at Governor’s
Conference
NEW! Receive monthly Oregon Travel Barometer report via Travel Oregon
industry email!

32. Research: Our Local
Visitors
• 47% Website visitors say they plan on visiting within next 30
days.
• 56% are returning visitors
• 50% Travel in Pairs
• 91% drive here
• $206 per day
• 45+
• Spend at least 2 nights.
• Most planned activities:
– Sightseeing
– Beach activities
– Hiking/backpacking

33. Tourism and Hospitality
Consortium
• Goal: Promote the tourism & hospitality industry as a primary
socio-economic driver in Oregon
• Key Message: “What’s good for tourism and hospitality is good
for Oregon and what’s good for Oregon is good for the tourism
and hospitality industry”
• Tourism & hospitality leaders comprise the Consortium Steering
Committee
• 60+ leading industry organizations and individuals are involved

34. Tourism & Hospitality
Consortium
Steering Committee
• Kari Westlund, President & CEO, Travel Lane County
• Roger Fuhrman, Director, Oregon Department of Fish and Wildlife
• Katy Coba, Director, Department of Agriculture
• Bill Cross, Director, Oregon Destination Marketing Organization
• Todd Davidson, CEO, Travel Oregon
• Jeff Miller, President & CEO, Travel Portland
• Matt Garrett, Director, Oregon Department of Transportation
• Tim Pickett, Interim Director, Oregon Travel Experience
• Alana Hughson, President & CEO, Central Oregon Visitors Association
• Steve McCoid, CEO, Oregon Restaurant & Lodging Association
• Dave Tovey, representing Oregon Tribes
• Tim Wood, Director, Oregon Parks and Recreation Department
• Scott West, CSO, Travel Oregon

35. Oregon Q Care
• Oregon Q CARE Customer Service Training Program
– www.OregonQCare.com
– Visitor industry and regional focus
– Exclusively online 24/7
– Free of charge!
– Introduction + 3 modules
– Certificate self-generated at end

36. Travel Matters/Mystery
Tourist
May Mystery Tourist
– Find great moments of tourism related
hospitality
– Encourage businesses and
employees to take the online Q Care
program
– Gave away over $1500 in prize/cash
– Free of charge!
– How you can get involved
– Encourage your employees to take
the training
– Provide giveaways to the VCB

37. State Welcome Centers
• Travel Oregon operates 9 State Welcome Centers
• Located at key entry points into Oregon
•Ashland
•Astoria
•Brookings
•Klamath Falls
•Lakeview
•Ontario
•Oregon City
•Umatilla
•Portland International Airport

38. State Welcome Centers
Brochure Program
Would you like to have your brochure available in
the state Welcome Centers?
Contact Cerissa McFarlane
CerissaM@mediamerica.net
503.445.8842.

39. Industry & Visitor Services
Contacts
Patti Kileen, patti@traveloregon.com
Carole Astley, carole@traveloregon.com
Programs: Oregon Governor’s Conference on Tourism, Travel
Oregon 101, Oregon Q Care Customer Service, Matching Grants
Program, Welcome Centers

40. Destination Development
Program

41. Destination Development
Services
• Rural Tourism Studios
• Scenic Bikeways
• Bicycle Tourism Studios

42. Rural Tourism Studios
• Designed to bolster tourism in rural
Oregon
• Offers hands on skill building, planning
and product development workshops
• Past Locations:
• John Day River Territory
• McKenzie River Valley
• Clackamas County
• South Lincoln County
• River Canyon Country
* We are not currently accepting
applications for the RTS program.
Workshops are planned through
2013

43. OregonScenicBikeways.org
 Partnership between:
 Oregon Parks &
Recreation Dept
 Oregon Dept. of
Transportation
 Travel Oregon
 Cycle Oregon
 9 Scenic Bikeways
around the State
 Designed to help
prospective bike
tourists find the best
riding Oregon has to
offer
 Applications for new
routes being
accepted in March

44. Bicycle
Travel

Surveyto
Survey intended
measure cycling
activity and economic
impact
 Data compiled and
published by Dean
Runyan
 Deadline for
completion: Dec. 31,
2o12
 Results published :
Spring the survey:
Take 2013
RideOregonRide.com/Surv
ey

45. Oregon
Tribal
Tourism
Working
Group
• 9 Tribes of
Oregon
• Collaborative
projects
• Travel Guide
• REZ Kitchen
Tour

46. Product Development
Services
• Cycl i n g Tou r i sm
• Ni ch e M ar k et
D evel opm en t
• A gr i -t our i sm
D evel opm en t
• M i scel l an eou s P r oduct
D evel opm en t I n i t i at i ves

47. Oregon Bicycle Tourism
Partnership
 Travel Oregon as
convener since 2003
 120+ organizations
involved from all
facets of cycling
 Meet 3-4x / year

52. Business Development
Services
• Su st ai n abl e B u si n ess
Ch al l en ge
• Or egon T r avel
P h i l an t h r opy Fu n d

53. Travel Oregon Forever
Sustainable Tourism Advisory
Committee
Oregon’s Sustainable Business
Challenge
A voluntary reporting program to show the commitment
organizations have to sustainability and environmentally
responsible operations.
Oregon Travel Philanthropy Fund
A program where visitors can donate to a cause in their
chosen region of the state. Each region has a project.
TravelOregonForever.com

54. Sustainable Business
Challenge
 A free and voluntary  Provides
reporting program Businesses with
intended to additional
 Quantify & qualify marketing
sustainable businesses exposure
 Measured by the 37 through Travel
Global Sustainable Oregon’s
Tourism Criteria communication
 Online Survey network
 Upload documentation
 Achieve tiered status:
Silver, Gold
To begin the Challenge, go to TravelOregonForever.com
or contact Jamie Parra, Jamie@TravelOregon.com

55. Participating Businesses
Gold Silver
Cooper Mountain Vineyards Bandon Dunes Golf Resort
DoubleTree by Hilton Portland Corvallis Fall Festival
Hopworks Urban Brewery EverGreen Escapes
Sokol Blosser Winery FivePine Lodge
The Heathman Hotel Inn at Wecoma
Timberline Lodge Mt. Hood Cultural Center and Museum
Travel Portland Pacific Northwest Vacations
Troon Vineyard Sand Master Park
WildSpring Guest Habitat Summit Meadow Cabins
Travel Lane County

56. The Oregon Travel Philanthropy
Fund
+

57. Regional Projects
• Sustainable Seafood
Initiative
• The Living Highways
Project
• Willamette Farm & Food
Coalition
• Building the Rogue River
Corridor and Greenway
• Deschutes Restoration
Outreach Program
• Mosier Plateau Trail
Project
• Wallowa County
Agri-tourism
Development

58. Participating Businesses
 The Heathman Hotel,
Portland
 The Jupiter Hotel,
Portland
 Double Diamond Lodge
Bed & Breakfast,
Oakridge
 Geiser Grand Hotel, Baker
City
 Old Parkdale Inn,
Parkdale
 WildSpring Guest Habitat,
Port Orford
 Cannon Beach Vacation
Rentals, Cannon Beach
 Black Walnut Inn, Dundee

61. Industry Website:
www.traveloregon.com/industry

62. Organized by Department

63. Industry Relations/
Destination Development

64. Oregon Q Care

65. Global Sales

66. Global Sales Team
• Teresa O’Neill, Vice President, Global Sales
• Petra Hackworth, Senior Manager Global
Sales & Europe
• Lisa Itel, Manager Global Sales - The
Americas
• Greg Eckhart, Manager Global Sales - Asia
• Chris Chester, Global Sales Coordinator
• Allison Keeney, Global Sales Assistant
Coordinator

67. Did You Know?
International visitors:
• Stay longer
• Spend more
• Book further in advance
• Book out-of-the-way places
Domestic visitors:
• Motor coach travel has a large
economic impact
• Groups are looking for more
niche market activities
• Everyone is looking for a unique experience

68. VisaVue® 2011
Travel Oregon estimates are based on and extrapolated from aggregate
card usage data provided by VisaVue® Travel.
They incorporate data from other independent research sources.
Spending amounts and patterns are based on face-to-face Visa card
transactions in Oregon.
Transactions utilizing cash, pre-paid, phone, internet and other credit/debit
cards are not included.
Conversion factors are used to extrapolate arrivals, but spending per visitor
is in its raw form (only Visa card purchases).
Amounts on the sheet are rounded, with associated rounding errors. All
calculations are done on un-rounded data.

69. VisaVue® Numbers
Growth: Total: 7.9%
Established markets Emerging markets
Canada: 4.3% Australia, NZ: 5.2%
Japan: - 4.3% Korea: 7.6%
UK: - 6.8% Taiwan: 12.6%
Germany (+A,CH): 4.1% China: 39.7%
France: 8.1%
Brazil: 25.0%
India: 12.5%

70. INTERNATIONAL ARRIVALS BY COUNTRY
2007 2008 2009 2010 2011
Total, All* 1,584,000 1,477,000 1,467,000 1,628,000 1,756,000
Total, Top 15 1,435,000 1,340,000 1,334,000 1,438,000 1,502,000
Canada 1,132,000 1,060,000 1,084,000 1,159,000 1,208,000
Japan 57,000 52,000 46,000 49,000 46,000
UK 48,000 41,000 35,000 38,000 35,000
Germany (+A,CH) 40,000 36,000 31,000 32,000 33,000
Australia, NZ 35,000 32,000 32,000 36,000 38,000
Korea 25,000 22,000 18,000 22,000 23,000
Scandinavia 25,000 25,000 23,000 24,000 23,000
Mexico 14,000 13,000 10,000 12,000 15,000
France 12,000 13,000 12,000 12,000 13,000
Taiwan 10,000 9,000 7,000 9,000 10,000
China 10,000 11,000 13,000 19,000 26,000
Benelux 8,000 8,000 7,000 7,000 7,000
Italy 8,000 8,000 7,000 6,000 6,000
Brazil 5,000 6,000 6,000 7,000 9,000
India 6,000 6,000 5,000 7,000 8,000
*All origin countries, using (all cardholder count) / (Top 15 cardholder count)

71. VisaVue® 2012
Second Quarter Comparison
Rolling 12-month comparison
Click on highlighted cells to select ending year and quarter using pull-down menus.
Quarterly data start in 2009, so 2011 Q1 is first available ending quarter.
Note: sum of quarters in calendar year exceeds annual total (latter nets out multiple visits).
Year 2012 2012 Q2 is first available.
Quarter 2
12-months ending
Change
2011 Q2 2012 Q2
Total, All* 2,125,000 2,221,000 +4.5%
Total, Top 15 1,829,000 1,931,000 +5.6%
Canada 1,468,000 1,551,000 +5.6%
Japan 62,000 65,000 +4.0%
UK 45,000 42,000 -5.7%
Germany (+A,CH) 39,000 40,000 +3.5%
Australia, NZ 45,000 44,000 -1.3%
Korea 30,000 29,000 -3.4%
Scandinavia 29,000 29,000 -1.4%
Mexico 16,000 19,000 +19.3%
France 15,000 15,000 +1.4%
Taiwan 11,000 12,000 +6.7%
China 33,000 48,000 +44.3%
Benelux 8,000 8,000 -2.3%
Italy 7,000 7,000 -1.2%
Brazil 10,000 12,000 +14.1%
India 10,000 10,000 +3.4%
*All origin countries, using (all cardholder count) / (Top 15 cardholder count)

72. Key International Markets to the
U.S.
Top International Markets to the U.S.:
• Germany, United Kingdom, France, Benelux
• Japan, Korea, China
• Canada/USA
• New market: Scandinavia
• New market: Australia/New
Zealand
• New market: China
• Emerging markets: India and
Brazil
Estimated Numbers for 2010:
• United Kingdom, 5.4 million
• Japan, 4.9 million
• Germany, 1.7 million
* Per Office of Tourism Travel Industries

73. How We Reach Our
Market . . .
• Media & Travel
Trade Research
Trips
• Trade Shows
• Sales Missions
• Partnering with
Regions
• In-Country
Marketing Reps
• Printed Material
• Social Media: Twitter,
• Facebook, Blogs, Youku (Chinese YouTube), Sina
Weibu (Chinese twitter)

74. Key International and
Domestic
Trade Shows
• JATA and Japan Mission
• Active America (Japan
• and China)
• North American Journeys
• Go West (Western States)
• ITB Berlin
• IPW (formerly USTA Pow Wow,
• U.S.
• Canada Missions
• National Tour Association
• American Bus Association
• TAP (Travel Alliance
Partners) by invitation only
• CITM (China)
• World Travel Mart (UK)
• World Travel Fair (China)

75. Australia Media

77. European Media

79. Asia Media

81. How Do We Work?
• In-country representatives
• Public relations
• Research Trips (fams)
• Tour operators
• Receptive tour operators
• Travel agent education
• Trade shows
• Cooperation with Oregon regions
• Cooperation with international carriers
• Oregon Tour and Travel Alliance:
www.OregonPackagedTravel.com

82. Oregon Tour & Travel Alliance
The Oregon Tour and Travel Alliance (OTTA) is an
independent non-profit membership organization that
works in partnership with Travel Oregon to increase
packaged travel to Oregon.
• Oregon suppliers & tour operators connections for
out of state suppliers
• Oregon itineraries for out of state suppliers
• Organized by region
www.OregonPackagedTravel.com

83. Receptive Tour Operators/
Wholesales
How do you work with Receptive Tour
Operators?
• Discounted rates
• Images
• Relationships
• Host clients (not just hotels)
• Proactive

84. Who Does Oregon Compete
With?

85. Goals for 2012
• Grow awareness in (and traffic from) key markets
• Focus on shoulder/low season
• Support winter flight capacity
increases
• Evaluate performance
• Explore emerging market potential:
– China
– Australia
– Scandinavian Countries

86. What Can You Do?
• Website
• Printed materials
• Research trips
• Trade shows
• Word-of-mouth
• Cultural competence
(taken International
Seminar?)
Partnerships:
• Local DMOs
• RDMO’s
• Travel Oregon
• Receptive tour operators

87. Global Sales Contacts
Chris Chester
chris@traveloregon.com
Allison Keeney
allison@traveloregon.com

88. VCB Marketing
Plan
• Advertising $112,000
– 39% online
– 30% television
– 16% print
– 6% Travel Matters Campaign
Additional Investments
• PR & Tradeshows
• Print Guides
• Fulfillment (Guide distribution)

89. On line Advertising

90. On line Advertising
Google Search Campaign
Coos Bay Oregon Dunes
North Bend Charleston, Oregon
Holiday Lights ATV Rentals
Coos Bay Festivals Oregon Natural Beaches
Oregon Coast Activities Oregon Coast State Parks
Oregon Coast Events Things to do in Western Oregon
North Bend Oregon events Things to do in Coos Bay Oregon
Shore Acres State Park Things to do in North Bend Oregon
Oregon Coast Hiking Coos Bay Oregon Hikes
Coos Bay Oregon Beaches North Bend Oregon Hikes
Coos Bay Birding Oregon Coast Festivals
And more…

91. Social Media

92. Print Advertising

93. Airport Signage

94. TV Advertising

95. The new OregonsAdventureCoast.com
• Deals
• Events
• Attractions
• Restaurants
• Photography

96. Website

97. Website

98. Website

99. Website

100. Website

101. Website

102. Website

103. Website

104. YOU!
What We Need from You!
– PHOTOS – Hi Res & Copyright Free, clearly
labeled.
– Event Information 6mos – 1 year ahead
– Detailed information, including, dates,
addresses, URL’s business information
– PHOTOS
– Guest Posts or itinerary ideas
– PHOTOS

105. OregonsAdventureCoast.com/Partners

106. Global Marketing

107. Marketing Team
Kevin Wright, Vice President, Global Marketing
Holly Macfee, Vice President, Global Brand Strategy
•Judiaann Woo, Director, Communications
•Mo Sherifdeen, Director, Integrated Marketing
•Michael Sturdevant, Sr. Marketing Manager
•Linea Gagliano, Communications Manager
•Emily Forsha, Content & Digital Community Manager
•Amy Walker, Account Executive, Creative Services
•Bryant Marban, Production Coordinator
•Ariana Bray-Sweet, Marketing Coordinator
•Kate Jorgensen, Project Manager
•Katy Clair, Marketing Coordinator/Assistant

108. Marketing Programs
• Media/Advertising
– 2 year/$4 million campaign
• Public Relations & Communications
– Media Relations/Communication +
• Integrated Marketing
– Digital Channels + Content
• Fulfillment
– Guide distribution (website & 800 # requests,
and BRCs)

109. Travel Oregon
Marketing
• Differentiate Oregon from its competitors
• Build awareness that Oregon is the must-see,
perfect vacation destination
• Motivate consumers to actively seek more
information
• Help them plan their vacation
• Help translate their interest into a sale
• Build a relationship with them over the long term

110. Two Pillar Marketing Strategy
Spring Fall
Outdoor Recreation Culinary
Oregon Adventurecation Oregon Bounty
Advertising Positions Oregon as the travel destination Position Oregon as a premiere foodie
Message: for outdoor recreation. Focus on: destination. Feature stories may include:
• Hiking • Oregon Chefs
• Cycling • Vintners, Brewers, Distillers
• Golf • Chocolate/Cheesemakers
• Outdoor Adventure • Fishermen
• Ranchers
Media TV and online ads placed in environments TV and online ads placed in environments
Strategy: that reach active explorers and outdoor that appeal to foodies/cultural creatives who
enthusiasts who are more likely to travel to are active vacationers
Oregon
Promotio Social Media promotion on Facebook with Developing a tastemaker event designed to
n: Adventurecation contest and branded tabs on make influential foodies intrigued in the
Travel Oregon and partner Facebook pages specialness of Oregon Bounty

111. 2012 Spring Campaign
Oregon Adventurecation

112. Spring 2012 Advertising
Overall: 50% TV / 50% Online
Domestic TV Markets:
– local broadcast networks in Spokane, San Francisco, Seattle, and
Portland
– limited national buy through select channels on Dish Network’s
partnership with Google TV
Canada TV:
– Vancouver B.C., local network buy

113. Online Plan
World Expansion
• 4.1MM imps
Local Sites
• 4.9MM imps
Enthusiast Sites
• 6.6MM imps
Travel Inspiration
• 9.3MM imps

114. Travel Oregon Facebook Tab

115. Partner Pages on Facebook

117. 2011-2012 Oregon
Bounty Strategy
BRAND ADVERTISING
(TV & Online: National, Heavy Regional, Vancouver BC)
PR & PROMOTIONS
(Year-Round Foodie Experiences )
Tasting Table Oregon Bounty Spring
Partnership Tastemaker Media/Influencer
Fall 2011 Immersion Weekend Event NYC
(online) (Full On Oregon) May, 2012
Fall 2011
FEAST
A World-Class Foodie Event
Fall 2012

119. Oregon Bounty
Trails to Feast Sweepstakes

122. Integrated Marketing Team
• Mo Sherifdeen, Director, Integrated Marketing
• Emily Forsha, Content & Digital Community Manager
• Bryant Marban, Production Coordinator
• Kate Jorgensen, Project Manager

123. Integrated Marketing
(Digital + Content)
INSPIRATION INFORM CONNECT
INSPIRATION
We tell, curate & We facilitate the We provide
facilitate storytelling gathering of Oregon’s tourism
—stories, blog personal and industry myriad
posts, photos, relevant Oregon opportunities to
videos, trip experiences to build a relationship
experiences—that create successful with travelers to
evokes an trips that are highly Oregon and
emotional response anticipated and translate their
and ignites the fondly remembered interest into a sale
desire to travel.

124. Online Business Listings
• Goal: Provide travelers a view of all there
is to see and do in a particular city or
region and allow them to plan their trip.
• Listings include text, photo, links, location
map & things near by
• Contact: Bryant Marban,
Bryant@traveloregon.com or 503-967-

125. Listings Available
• Lodging
• Eat/Drink: Restaurants, Wineries,
Breweries etc.
• Attractions
• Events
• Trails
• Deals

126. Content & Publishing

127. Digital Content – Seasonal
Stories
5 stories per season

128. Digital Content –Feature
Stories
At least 5 stories per month

129. Digital Content – Grant’s
Getaways
1 story per week

130. Itineraries
Ongoing; as needed

131. Digital Content – Email
Newsletters

132. Social Media Outposts

133. Print Publications

134. Print Publications

135. Advertising Opportunities
TRAVEL OREGON AD NETWORK
Package your marketing plan across channels:
- Award winning visitor guide
– TravelOregon.com – new CPM ad model
– E-Newsletters
• General
• Culinary
• Outdoor
• Contact Megan Kirkpatrick for more information
– megank@mediamerica.net, 503-445-8804
www.mediamerica.net/media-kit.html

136. Travel Oregon Online Leads
• Database of people who want more information about
Oregon
• You can search by where they’re from, where they want
to go and what they want to do
– E.g.: People from Arizona looking to come to
Willamette Valley for a family experience
• 7.5 cents per name
• TravelOregonLeads.co-operations.com
• Ariana Bray-Sweet (Ariana@TravelOregon.com)

137. Humanizing TravelOregon.com &
Delivering Visitor Information
Support Through Social Media

140. Oregon Coast Ambassador
Gary Hayes
• Publisher, Coast Explorer Magazine
• Founder, Pelican Productions, Inc., a travel media and
marketing company based in Seaside

141. Global Marketing Contacts
Business Listings on Story Ideas
TravelOregon.com Emily Forsha
Bryant Marban Emily@TravelOregon.com
Bryant@TravelOregon.com
Public Relations General Marketing
Linea Gagliano Inquiries
Linea@TravelOregon.com Katy Clair
Katy@TravelOregon.com

142. Southern Oregon Coast Partnership

143. Southern Oregon Coast Partnership

144. OregonsAdventureCoast.com/Partners
Thank you!
Thank you!