Travel Oregon 101 & Partnering with your VCB


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  • Printed 11/4/2012 July 18, 2012
  • We’ll talk about the Oregon tourism & hospitality industry first, then about Travel Oregon and then get into the work of the different departments. **Up from 87,500 in 2010** July 18, 2012
  • This is how big Oregon’s tourism & hospitality industry really is. We call this the Tourism & Hospitality Industry cluster map. Shows the inter-connectedness of the industry Our industry is more than the volunteers we see handing out brochures at the visitor information centers The industry is broad and impacts many other industry sectors: ag, arts, culinary, transportation, etc July 18, 2012
  • 88,900 = 2009 87,500 = 2010 92,400 = 2011 (going up again slowly!) July 18, 2012
  • 2008: Visitor expenditures down from $8.4 billion in 2008, 8.1 billing in 2011 and going up again… 2008 = $2.1 billion in payroll and earnings annually, down to 2 billion in 201 and up again to 2.1 in 2011 $322 million in state and local taxes annually, 313 million in 2010 and now going up again at 320 million in 2011 July 18, 2012
  • Note: Food service $55million, Arts, Ent, Rec =$33 million, Retail = $25 million Grocery stores $20 million $875k directly back to the cities/tribe July 18, 2012
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  • We’ll be talking more about these in a few slides… July 18, 2012
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  • Wooden Shoe Tulip Farm in Woodburn July 18, 2012
  • We gather input from all around the state…from our DMO and RDMO partners before finalizing July 18, 2012
  • Store around the corner from the Lake County Chamber and Lakeview Welcome Center July 18, 2012
  • You may know them as CVB’s and some are Chambers of Commerce. Main function is to attract visitors as opposed to business networking as a lot of Chambers are involved in. Oregon’s Adventure Coast – coos bay, north bend, charleston is example here and would be example for Steve at Coos Bay Museum July 18, 2012
  • The RDMO is the main contact in each of the 7 regions – remember that slide from earlier? A few of them are the same DMO and RDMO for example in Portland both the DMO and RDMO are run out of Travel Portland, different budgets and marketing plans, but same organization. July 18, 2012
  • Because everyone here today most likely has limited resources and time, this is how we recommend you partner with your DMO and RDMO. Set up a meeting to introduce yourself, get on their mailing lists, send them press releases, etc. Logo is Coos Art Museum - July 18, 2012
  • Travel Oregon has a lot of opportunities whether they be travel writers, sustainable tourism opportunities, marketing opportunities, etc. so the best way for us to reach everyone out there is to push the info out through the 7 RDMO’s, who then push it out to their DMO’s and then they get it to you! Pic is: B and B Orchards in Hubbard on a 40-acre hazelnut orchard July 18, 2012
  • Insert Team picture July 18, 2012
  • First off, our key international markets are western Europe, Asia and parts of North America – determined in part by our primary airline partners Delta/KLM (direct to Amsterdam), and Delta (daily direct to Tokyo). We currently have in-market representation in Germany, the UK, France, the Netherlands, and Japan. July 18, 2012
  • Insert Team picture July 18, 2012
  • Hand out the coasters July 18, 2012
  • Not happening this year, will be happening back again in 2013 most likely 2013-14 cycle next May with a mid-September application deadline. July 18, 2012
  • First off, our key international markets are western Europe, Asia and parts of North America – determined in part by our primary airline partners Delta/KLM (direct to Amsterdam), and Delta (daily direct to Tokyo). We currently have in-market representation in Germany, the UK, France, the Netherlands, and Japan. July 18, 2012
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  • It was out of the success of the passage of the Tourism Investment Act (2003) that the idea of the Consortium was born.  Those most intimately involved with the passage of the legislation believed that additional success could be realized by addressing the bigger picture of the tourism & hospitality industry; most specifically how the industry could be a stronger participant in Oregon’s future.  In other words, the tourism industry needed to be heard on the issues of importance to Oregon and Oregon needs to be heard on issues of importance to the tourism industry.   The Consortium then set itself to do the following to achieve these goals:   Become a clearinghouse for issues of importance to the industry Help create a leadership infrastructure that allows for consistent action and progress as a unified industry Provide a unified communication platform that allows key industry messages to be delivered Provide industry support for the Oregon brand July 18, 2012
  • There are Town Halls held all over the state to make sure your voice is heard July 18, 2012
  • Corvallis is doing a great promotion with their tourism & hospitality industry employees this summer Oregon’s Adventure Coast: Charleston, Coos Bay, North Bend has done a big push for May – tourism month as well – contact Katherine Hoppe July 18, 2012
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  • Invite Betsy Hand to say hello and a few words July 18, 2012
  • End of T Dev slides Introduce Lisa now July 18, 2012
  • Insert Team picture July 18, 2012
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  • To assist rural communities in Oregon with the development of their tourism industry in a way that will: help stimulate their local economy, protect and enhance local natural and cultural resources, and foster pride in the place they live. To create high-value, authentic tourism products across the state that reflect who we are in Oregon. Next up is (River Canyon Country in Central Oregon) – starts next week. These are the communities of: Prineville, Madras, Warm Springs and Terrebonne Area. We’ll be working with the communities along four additional scenic bikeways in January and February.  Also we are engaging with continued support for on-going product development in the regions that have already been through the program previously.  Next region will be the South Coast but not sure when that will start yet.
  • Travel Oregon is a member of the Oregon Scenic Bikeways, a new program run by the Oregon State Parks & Recreation Department In spring of 2010, we evaluated just over 1,000 miles of proposed roadway for the Oregon Scenic Bikeways program Likely, close to 600 miles of roadway will be brought into the Bikeway program this year. Aug. 19 public hearing in Florence on three proposed bike routes: Blue Mountain Century, Three Sisters Bikeway, Old West Bikeway. In total there are 5 routes being presented to the Oregon Parks Commission in September for official adoption and there will likely be more in November once we receive their management plans. Travel Oregon will convene a 1-day community-based cycling tourism studio with each of the ‘proponent’ groups for each of the routes this winter to help them create the best on the ground experience they can for visiting cyclists so if you are near to any of these, watch for details! July 18, 2012
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  • Dedicated cycling website with 11-14k visitors/month Features rides, inspiration, events, etc. Handout stickers and / or promo card here so they have the URL – don’t worry about having it on the slide
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  • Take the Sustainable Business Challenge Is your organization committed to sustainable practices? If so, you can bring special attention to your sustainability efforts by participating in the Oregon Sustainable Business Challenge. Organizations that participate in the Challenge will be included in Travel Oregon’s suite of sustainable tourism destinations that will be featured in visitor information. Silver: Five Pine Lodge, Mt. Hood Cultural Center & Museum, Pacific NW Vacations Gold: Heathman Hotel, Timberline Lodge Philanthropy Fund: Southern Oregon Region Building the Rogue River Corridor and Greenway The corridor will connect the town of Rogue River to the Valley of the Rogue, providing a trail for children, families and travelers to recreate. Project activities will include building the trails and installing interpretive signage to share the area's compelling history and educate its travelers on its abundance of flora and fauna. About Rogue River Greenway Foundation In its eight year existence, the Foundation has raised over $6 million in funds and is working on completing over 30 miles of trails in Southern Oregon. Its members work with partners to create a world class greenway connects people to the region's incredible natural resources - ensuring they will be there for generations to come. Visit website . July 18, 2012
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  • Travel Oregon is also thrilled to announce the start of a statewide travel philanthropy program that we have launched in partnership with Sustainable Travel International . This statewide program, a first in the nation, makes it easy for businesses in the tourism industry to collect small donations from travelers to give back to culturally significant and environmentally beneficial projects. During the first year of the program, it will only be available to lodging properties. “ Volun-tourism”, of which travel philanthropy is a part, is the fastest growing travel trend globally. We highly recommend considering this opportunity as a way to distinguish yourself in the marketplace and connect with this growing base of Awakened Consumers.
  • SSI – Oregon Coast project July 18, 2012
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  • Carole back up to talk July 18, 2012
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  • So, why do we market to International Visitors? Because when they visit us, they have a significant impact on the local economy, adding to the tax base as well as the coffers of local businesses. In addition, visitation by international tourists can help to balance swings in domestic tourism. Think about when you travel overseas, you tend to travel longer and more than likely feel less guilty about spending a little more here and a little more there. Millenials will be traveling more by motorcoach as it is sustainable. The Euro in particular buys a lot of US$. July 18, 2012
  • The numbers do not separate business from leisure travel. July 18, 2012
  • 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. It has provided us a great tool to identify trends and capture market share. The established markets for the most part show consistent growth with the UK being the exception due to downturn in economy. That being said, it remains in our top three overseas market. Emerging markets speak for themselves. China is exploding. At 39.7% growth, it has moved to #six in overseas and we know that Australia will continue to grow just from its #1 inbound status to California last year.
  • International travel TO OREGON Travel Oregon now has enough years of data to look at trends beyond VisaVue. Can start looking at the data and do forecasting Real value is the consistency of the data so that we can look at trends and emerging markets. Future, perhaps get regional data. Good news: shows emerging markets that we did not know about with just US statistics Australia, Scandinavia China continues to be the fastest growing market Showing Brazil and India showing up as one of the top 15 markets
  • China continues to show rapid growth up 44.5% from 2011 for the second quarter (Apr-May-June) Brazil continues to show double digit growth in second quarter 2012 July 18, 2012
  • First off, our key international markets are western Europe, Asia and parts of North America – determined in part by our primary airline partners Delta/KLM (direct to Amsterdam), and Delta (daily direct to Tokyo). We currently have in-market representation in Germany, the UK, France, the Netherlands, and Japan. Visa Vue® indicates new feeder markets: Scandinavian countries and Australia Post Pow Wow research trip with tour operators and media from China OTTI estimates are current and lag behind calendar year. 2011 figures should be available soon. July 18, 2012
  • In order to reach these markets and influence international visitors to come to Oregon, we host Research Tours and participate in Trade Shows and Sales Missions. As mentioned before, Travel Oregon has contracted with marketing representatives in Germany, Japan, the UK, the Netherlands, and France. These in-country reps help us by keeping Oregon in front of key media and tour operators, ensuring that we have the right people on board our research tours. In Germany and Japan we have Travel Oregon websites, and we’re developing them for other markets. We have limited representation in Shanghai, China, Canada and Scandinavia too. July 18, 2012
  • In addition to Research Trips, Travel Oregon and our partners participate in international travel trade shows. These shows range from 300 participants to more than 30,000 visitors (ITB in Berlin boasts over 160,000 attendees!) In February of 2007, Oregon and POVA hosted the annual Go West Summit, with pre- and post- research tours throughout Oregon. This was the first time in its 18 year existence that the Go West Summit will be in Oregon. 2011 Go West will be held in Boise which will provide opportunities for pre and post research trips to Oregon. Trade shows like these, and sales missions often held in conjunction with them, offer great opportunities to get our products in front of a large and highly targeted audience. It’s the next best thing to bringing them here! TRANSITION: So, these are the things that we do to entice the international visitor to come to Oregon, so know what? ADD PICTURE July 18, 2012
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  • Mentions Sweet Cheeks in Eugene on Day One. July 18, 2012
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  • Traveller Magazine from Korea covering Baker City, Hell’s Canyon, Pendleton, and Portland. July 18, 2012
  • Traveller Magazine Korea July 18, 2012
  • TO has in-country reps/PR firms in the following cities/countries: The new ones are limited representation.   TO has in-country reps/PR firms in the following cities/countries: -Frankfurt, Germany -UK -Paris, France -The Netherlands -Tokyo, Japan -Shanghai, China - limited -Canada - limited -Scandinavia - limited July 18, 2012
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  • Partnerships within the US are important as the US compete with other countries WA, CA are not the enemy Southern Oregon benefits from drive trips on the West Coast Go to tradeshows and are overpowered by Dubai Need to sell them on coming to the US first, then to Oregon, then to the regions, etc. July 18, 2012
  • Direct flights: Amsterdam and Narita Soft Season and Winter promotions Oregon Bounty Go West China tradeshow UPDATING for 2012-2013 July 18, 2012
  • To be international friendly on your website, have a landline as toll free numbers won’t working internationally. You can have simple greetings in foreign languages if you don’t have translated materials. Just a friendly welcome in their language, makes a huge difference to the international traveler. If you do have translated printed material, that is an extra added benefit. Participate in research trips by letting your regional destination marketing organization know that you are interested in these markets. A visit to your location on a research trip can lead to being listed in brochures. Opportunities are available to participate in trade shows. Can’t afford to go? Make sure your RDMO knows about what’s new in your area so you can be included in the “what’s new” that goes to these trade shows. The International department also does regional seminars so that you gain more information in how to “speak international” and work with travel trade. Learn how to work with tour operators and receptive tour operators by signing contracts with them. At the end of this slide…. BREAK TIME – restroom breaks, grab some water, check your voicemail July 18, 2012
  • To be international friendly on your website, have a landline as toll free numbers won’t working internationally. You can have simple greetings in foreign languages if you don’t have translated materials. Just a friendly welcome in their language, makes a huge difference to the international traveler. If you do have translated printed material, that is an extra added benefit. Participate in research trips by letting your regional destination marketing organization know that you are interested in these markets. A visit to your location on a research trip can lead to being listed in brochures. Opportunities are available to participate in trade shows. Can’t afford to go? Make sure your RDMO knows about what’s new in your area so you can be included in the “what’s new” that goes to these trade shows. The International department also does regional seminars so that you gain more information in how to “speak international” and work with travel trade. Learn how to work with tour operators and receptive tour operators by signing contracts with them. At the end of this slide…. BREAK TIME – restroom breaks, grab some water, check your voicemail July 18, 2012
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  • Good morning. Thank you, etc. July 18, 2012
  • The consumer Marketing department at Travel Oregon is made up of the following people. Mention Kevin and Holly July 18, 2012
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  • I’d like to start by taking you through our Marketing objectives. Through our programs we: Differentiate Oregon from its competitors (and continue to establish the Oregon brand.) Build awareness among consumers that Oregon is the must-see, perfect vacation destination (for them and their family) Motivate consumers to actively seek more information Help consumers to plan their vacation Help translate their interest into a sale (by getting them from an "idea“ of coming here to a tangible vacation product they can buy whether it's a theater ticket or a rafting trip or a hotel stay.) Build a relationship with them over the long term (so they come back again and tell their family and friends)
  • So to help focus our messaging, a couple of years ago, we made the strategic decision to focus our advertising into a TWO PILLAR communication strategy . The Advantage of this two pillar strategy: Oregon really stands out with focused advertising messages. With limited budgets, we’re not trying to be everything to everybody. It Highlights the State’s greatest assets…within season It provides a LEAD story with our objective to get people to, our e-news, blog, etc. where a ll travel niches are featured across the year In the FALL: We position Oregon as a place where it’s still possible to have authenic, intimate encounters with the artisans who create Oregon’s cuisine TIMING: primarily August thru November So in the SPRING; We position Oregon as THE destination for outdoor recreation TIMING: primarily April thru mid-June TARGET AUDIENCE: Travel Oregon’s advertising campaigns primarily target’s the following high-yield consumers: July 18, 2012
  • As we developed our marketing strategies we took note of our how consumers have evolved. -increased desire for authentic experiences -experiences that are personalized, unique and undiscovered. Here’s a look at the 2012 Spring Campaign. The Adventurecation focuses on Hiking, cycling, golf and outdoor adventure. And Travel Oregon is making an impact in Television. I’d like to show you two of 6 TV commericals that are currently running. Click on next slide to roll videos
  • These spots aired in Vancouver B.C., Spokane, San Francisco, Seattle, and Portland, and nationally through a buy on the Dish Network. Google TV to reach A25-64 curious, active explorer – world expansion mindset -- “enthusiast” cable networks (like Golf Channel, Discovery, HGTV, Travel Channel), per week nationally for 10 weeks. (April – mid-June)
  • The TV is enhanced by a robust online buy with banner ads, 15 second pre roll videos, email, Google, YouTube and Facebook placements. This plan increases our impressions to higher than they’ve ever been before …
  • As part of the Adventurecation campaign, an innovative social media co-op marketing program was developed by Sparkloft and Travel Oregon enabling ten partners to extend the reach and impact of their Facebook presence while enhancing Travel Oregon’s Adventurecation brand campaign. Increasing Travel Oregon’s (and partners’) Facebook fanbase was key Allows for ongoing conversations with these engaged/interested consumers The campaign included three elements: a custom Facebook (FB) tab highlighting each partner’s outdoor activities a contest and Facebook text and photo ads
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  • As part of the two pillar strategy I mentioned, this fall we’ll be talking all things culinary with the Oregon Bounty campaign. We’ll be airing TV spots similar to spring, but with a culinary twist. We have a couple new spots being filmed this summer. Featuring Oregon beer and the arts & culture scene.
  • Advertising: build brand awareness amongst our consumer target that Oregon is a top culinary destination. Drive traffic to Focus on reaching “Culinary Enthusiasts*” within our traditional target Fall 2011 (Sept 7 – Nov 13) Our PR campaign has been designed to raise awareness of Oregon’s status as a culinary destination as well as build excitement for the launch of an Oregon foodie festival (Fall of 2012) Table Partnership: Promotion through Offered their readers Oregon culinary travel inspiration and a chance to win a trip Elevated Oregon’s culinary scene within influential foodie website/daily enews letter Tasting Table provides free daily emails with local recommendations of dining, wine, cocktails, cooking or food travel. Currently, Tasting Table has editions for New York, LA, San Francisco, Washington DC and Chicago Similar to the Daily Candy, only for foodies Full On Oregon weekend: brought 25 top food and travel writers (media and bloggers) to spend an Oregon weekend immersed in culinary adventures To generate immediate blog coverage of Oregon as year-round culinary destination Preview 2012 foodie festival with key members of the culinary media scene Spring NYC Media Event: Connect media, influencers and foodies with producers of Oregon wine, beer, spirits, etc. for tastings and travel experiences Launch ticket sales for food festival *Note: Culinary/ Food Enthusiasts=people who “enjoy cooking/dining out” and “enjoy different foods” or “friends trust their advice about food.”
  • Part of this year’s Oregon Bounty campaign focused on a new and very exciting food festival that was held in Portland, called FEAST. You could say that this was our big kick off to Oregon Bounty and was held during Sept. 20-23 at the Pioneer Courthouse Square. Travel Oregon has entered into a title sponsorship agreement with the festival.  Bring statewide theming to the event and get folks to add a few days to your visit with one of our “Trails to FEAST” adventures. See where all our good ingredients come from—and meet the folks who make them—on these culinary trips across Oregon.
  • All of our advertising drives people to, where we inspire them and tell them deeper stories about the Oregon experience. July 18, 2012
  • The objective of is to be the trusted resource for Oregon travel information and trip inspiration. Travelers needs have changed dramatically, and so has technology, since we launched our site over 5 years ago. We’ve created a “best in class” destination platform that brings the Oregon experience to life in surprising and even delightful ways. Some of the goals of the site: Serve up content -- personalized to each visitor -- from any device that they choose: before their trip, on the ground or after they return home We not only tell the Oregon story but also allow visitors to share their stories with us and their social network, creating a broader (finger quotes) OREGON TRIBE of fans.
  • The Integrated Marketing Team consists of the following people… July 18, 2012
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  • Also, featured on are business listings. July 18, 2012
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  • Pitch topics 4 months in advance July 18, 2012
  • Here’s a look at our content vehicles—many of the ways we’re trying to keep conversations going as potential visitors are travel dreaming or planning. This is where we also have the opportunity to go beyond our 2 pillars, to tell a broader story about the things you can see and do here. We have a total of about 150,000 subscribers to our digital vehicles , and distribute 350,0000 visitor guides both domestically and internationally July 18, 2012
  • Big Daddy also feds content to our social media outposts. You’ll find Travel Oregon on Facebook, Twitter, YouTube, Foursquare, Pinterest, etc.
  • Travel Oregon produces and distributes a variety of printed publications. From the Scenic byways driving guide, Ski Oregon Magazine, the State Highway map to the Travel Oregon Visitor Guide, which was recently named the top Travel Guide in the country by the U.S. Travel Association. These guides are available to consumers on the and by calling the 800# (1-800-547-7842) or case quantities are available by calling the 800#.
  • Visitor Guide: • Now the only official state visitor guide in print • EXPANDED distribution of 300,000 ONLINE AD NETWORK: -recently launched this network and our advertisers are already seeing CTRs 10 x the industry average -Average is 8 per thousand and we’re doing 8 per hundred (confirmed with Mo) - 1.6 million unique visits and more than eight million pages viewed annually - 25% traffic growth year over year - Consumers spend an average seven minutes on the site planning July 18, 2012
  • Travel Oregon maintains an Extranet that allows tourism partner subscribers to download leads generated by our print advertising, website and other sources. Over the past two years alone, there have been over 200,000 consumers who have "opted in" to receive more information from Travel Oregon and our partners. Subscribers will be charged $0.075 per lead downloaded. Subscribers can download leads segmented by geographical location (U.S state, zip or country), interest (golf, backpacking, etc.), Oregon travel region (Coast, Southern Oregon, etc.), and what publication individuals have ordered. July 18, 2012
  • Finally, a key focus for our strategic plan, across ALL departments, is CUSTOMER SERVICE. One of the ways we’ll do this is with our NEW program, ASK OREGON
  • A strategy to deliver visitor information by connecting passionate Oregonians to travelers … .using multiple touch points currently on Facebook, Twitter, email and e xpanding program to new We have 15 Ambassadors ranging from Golf to Skiing to beer experts and one for each region of the state. Have a question? Ask one of our ambassadors.
  • Travel Oregon maintains an Extranet that allows tourism partner subscribers to download leads generated by our print advertising, website and other sources. Over the past two years alone, there have been over 200,000 consumers who have "opted in" to receive more information from Travel Oregon and our partners. Subscribers will be charged $0.075 per lead downloaded. Subscribers can download leads segmented by geographical location (U.S state, zip or country), interest (golf, backpacking, etc.), Oregon travel region (Coast, Southern Oregon, etc.), and what publication individuals have ordered. July 18, 2012
  • Story Ideas: Folks can send any story ideas for consideration in e-newsletters, Trip Ideas, or Grant’s Getaways to Emily Forsha (pronounced for-shay) anytime. We also pull ideas for the quarterly content call outs that come from the PR team – so it’s really important for everyone to submit their ideas to the regional RDMOs for those. Public Relations: Any PR ideas should be sent out 4 months in advance if possible. Any other inquiries can be sent to Katy
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  • Travel Oregon 101 & Partnering with your VCB

    1. TRAVEL OREGON 101 & Partnering with your VCB November 14, 2012Black 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…
    3. Tourism IndustryEmployment 1991-2011 100 90 80 70 Thousands 60 50 40 30 1991 1994 1997 2000 2003 2006 2009
    4. 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 annuallyTourism = One of Oregon’s top export-oriented industries
    5. Why Tourism Matters To Coos County 2011•$220 million in visitor expenditures annually•$3090 Jobs•$6.5 million in state and local taxes annually
    6. 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
    7. 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
    8. 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
    9. 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
    10. Seven Regions Breakdown of dollars that each region received for their2011 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. So what is Travel Oregon? The Oregon Tourism Commission dbaTravel Oregon is the official state agencycharged with encouraging economicgrowth to enhance the quality of life inOregon through a strengthened economicimpact of tourism throughout the state.
    13. What is the Coos Bay – North Bend VCB?
    14. Organizational Structure Governor  Oregon Tourism Commission 9 appointed Commissioners  Travel Oregon Chief Executive Officer  Travel Oregon Staff 5 departments
    15. Departments• Executive• Operations & Strategic Development• Global Marketing• Global Sales
    16. 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.
    17. Read it Yourself Travel Oregon’s Strategic Plan Located on our industry website: Go to About OTCThen go to Travel Oregon 2011-2013 Strategic Pla
    18. DMO’s DMO = Destination MarketingOrganization– 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,
    19. RDMO’sRDMO = Regional Destination Marketing Organization Oregon is divided into seven tourism regions. Each region hasidentified 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
    20. 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
    21. 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
    22. Operations & StrategicDevelopment Department
    23. 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
    24. Industry & VisitorServices Program
    25. 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
    26. 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
    27. Scenic Byways Coordinate with ODOT & Statewide Committee Coordinate with Global Marketing Department: •Participate in regional Scenic Byway efforts •Promote through: ideas/scenic-byways/ •Scenic Byway Driving Guide (being re-printed soon!)
    28. Pacific Coast Scenic Byway
    29. Scenic Byways byways/
    30. 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 ReportsNEW! Oregon Cultural and Heritage Travelers Study – Available at Governor’s Conference NEW! Receive monthly Oregon Travel Barometer report via Travel Oregon industry email!
    31. 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
    32. 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
    33. 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
    34. Oregon Q Care• Oregon Q CARE Customer Service Training Program – – Visitor industry and regional focus – Exclusively online 24/7 – Free of charge! – Introduction + 3 modules – Certificate self-generated at end
    35. Travel Matters/Mystery TouristMay 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
    36. 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
    37. State Welcome Centers Brochure Program Would you like to have your brochure available in the state Welcome Centers? Contact Cerissa McFarlane 503.445.8842.
    38. Industry & Visitor Services ContactsPatti Kileen, patti@traveloregon.comCarole Astley, carole@traveloregon.comPrograms: Oregon Governor’s Conference on Tourism, TravelOregon 101, Oregon Q Care Customer Service, Matching GrantsProgram, Welcome Centers
    39. Destination Development Program
    40. Destination Development Services • Rural Tourism Studios • Scenic Bikeways • Bicycle Tourism Studios
    41. 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
    42.  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
    43. 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 ey
    44. Oregon Tribal Tourism Working Group• 9 Tribes of Oregon• Collaborative projects• Travel Guide• REZ Kitchen Tour
    45. 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
    46. Oregon Bicycle Tourism Partnership Travel Oregon as convener since 2003 120+ organizations involved from all facets of cycling Meet 3-4x / year
    47. 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
    48. Travel Oregon ForeverSustainable Tourism AdvisoryCommitteeOregon’s Sustainable BusinessChallengeA voluntary reporting program to show the commitmentorganizations have to sustainability and environmentallyresponsible operations.Oregon Travel Philanthropy FundA program where visitors can donate to a cause in theirchosen region of the state. Each region has a
    49. 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, GoldTo begin the Challenge, go to or contact Jamie Parra,
    50. Participating BusinessesGold 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
    51. The Oregon Travel Philanthropy Fund +
    52. 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
    53. 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
    54. Industry
    55. Organized by Department
    56. Industry Relations/Destination Development
    57. Oregon Q Care
    58. Global Sales
    59. 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
    60. Did You Know?International visitors:• Stay longer• Spend more• Book further in advance• Book out-of-the-way placesDomestic visitors:• Motor coach travel has a large economic impact• Groups are looking for more niche market activities• Everyone is looking for a unique experience
    61. VisaVue® 2011Travel Oregon estimates are based on and extrapolated from aggregatecard 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 cardtransactions in Oregon.Transactions utilizing cash, pre-paid, phone, internet and other credit/debitcards are not included.Conversion factors are used to extrapolate arrivals, but spending per visitoris in its raw form (only Visa card purchases).Amounts on the sheet are rounded, with associated rounding errors. Allcalculations are done on un-rounded data.
    62. VisaVue® Numbers Growth: Total: 7.9%Established markets Emerging marketsCanada: 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%
    63. INTERNATIONAL ARRIVALS BY COUNTRY 2007 2008 2009 2010 2011Total, All* 1,584,000 1,477,000 1,467,000 1,628,000 1,756,000Total, Top 15 1,435,000 1,340,000 1,334,000 1,438,000 1,502,000Canada 1,132,000 1,060,000 1,084,000 1,159,000 1,208,000Japan 57,000 52,000 46,000 49,000 46,000UK 48,000 41,000 35,000 38,000 35,000Germany (+A,CH) 40,000 36,000 31,000 32,000 33,000Australia, NZ 35,000 32,000 32,000 36,000 38,000Korea 25,000 22,000 18,000 22,000 23,000Scandinavia 25,000 25,000 23,000 24,000 23,000Mexico 14,000 13,000 10,000 12,000 15,000France 12,000 13,000 12,000 12,000 13,000Taiwan 10,000 9,000 7,000 9,000 10,000China 10,000 11,000 13,000 19,000 26,000Benelux 8,000 8,000 7,000 7,000 7,000Italy 8,000 8,000 7,000 6,000 6,000Brazil 5,000 6,000 6,000 7,000 9,000India 6,000 6,000 5,000 7,000 8,000*All origin countries, using (all cardholder count) / (Top 15 cardholder count)
    64. VisaVue® 2012 Second Quarter ComparisonRolling 12-month comparisonClick 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 Q2Total, 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)
    65. 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 BrazilEstimated Numbers for 2010:• United Kingdom, 5.4 million• Japan, 4.9 million• Germany, 1.7 million* Per Office of Tourism Travel Industries
    66. 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)
    67. 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)
    68. Australia Media
    69. European Media
    70. Asia Media
    71. 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:
    72. Oregon Tour & Travel AllianceThe 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
    73. Receptive Tour Operators/ WholesalesHow do you work with Receptive Tour Operators?• Discounted rates• Images• Relationships• Host clients (not just hotels)• Proactive
    74. Who Does Oregon Compete With?
    75. 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
    76. 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
    77. Global Sales Contacts Chris Chester Allison
    78. 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)
    79. On line Advertising
    80. On line Advertising Google Search CampaignCoos Bay Oregon DunesNorth Bend Charleston, OregonHoliday Lights ATV RentalsCoos Bay Festivals Oregon Natural BeachesOregon Coast Activities Oregon Coast State ParksOregon Coast Events Things to do in Western OregonNorth Bend Oregon events Things to do in Coos Bay OregonShore Acres State Park Things to do in North Bend OregonOregon Coast Hiking Coos Bay Oregon HikesCoos Bay Oregon Beaches North Bend Oregon HikesCoos Bay Birding Oregon Coast Festivals And more…
    81. Social Media
    82. Print Advertising
    83. Airport Signage
    84. TV Advertising
    85. The new• Deals• Events• Attractions• Restaurants• Photography
    86. Website
    87. Website
    88. Website
    89. Website
    90. Website
    91. Website
    92. Website
    93. Website
    94. 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
    96. Global Marketing
    97. 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
    98. 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)
    99. 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
    100. 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 • RanchersMedia TV and online ads placed in environments TV and online ads placed in environmentsStrategy: 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
    101. 2012 Spring CampaignOregon Adventurecation
    102. Spring 2012 AdvertisingOverall: 50% TV / 50% OnlineDomestic 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 TVCanada TV: – Vancouver B.C., local network buy
    103. Online Plan World Expansion • 4.1MM imps Local Sites • 4.9MM imps Enthusiast Sites • 6.6MM imps Travel Inspiration • 9.3MM imps
    104. Travel Oregon Facebook Tab
    105. Partner Pages on Facebook
    106. 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
    107. Oregon BountyTrails to Feast Sweepstakes
    108. Integrated Marketing Team• Mo Sherifdeen, Director, Integrated Marketing• Emily Forsha, Content & Digital Community Manager• Bryant Marban, Production Coordinator• Kate Jorgensen, Project Manager
    109. Integrated Marketing (Digital + Content)INSPIRATION INFORM CONNECT INSPIRATIONWe tell, curate & We facilitate the We providefacilitate storytelling gathering of Oregon’s tourism—stories, blog personal and industry myriadposts, photos, relevant Oregon opportunities tovideos, trip experiences to build a relationshipexperiences—that create successful with travelers toevokes an trips that are highly Oregon andemotional response anticipated and translate theirand ignites the fondly remembered interest into a saledesire to travel.
    110. 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, or 503-967-
    111. Listings Available• Lodging• Eat/Drink: Restaurants, Wineries, Breweries etc.• Attractions• Events• Trails• Deals
    112. Content & Publishing
    113. Digital Content – Seasonal Stories5 stories per season
    114. Digital Content –FeatureStoriesAt least 5 stories per month
    115. Digital Content – Grant’sGetaways 1 story per week
    116. ItinerariesOngoing; as needed
    117. Digital Content – Email Newsletters
    118. Social Media Outposts
    119. Print Publications
    120. Print Publications
    121. Advertising OpportunitiesTRAVEL OREGON AD NETWORKPackage your marketing plan across channels: - Award winning visitor guide – – new CPM ad model – E-Newsletters • General • Culinary • Outdoor• Contact Megan Kirkpatrick for more information –, 503-445-8804
    122. 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•• Ariana Bray-Sweet (
    123. Humanizing & Delivering Visitor Information Support Through Social Media
    124. Oregon Coast Ambassador Gary Hayes• Publisher, Coast Explorer Magazine• Founder, Pelican Productions, Inc., a travel media and marketing company based in Seaside
    125. Global Marketing ContactsBusiness Listings on Story Emily ForshaBryant Marban Emily@TravelOregon.comBryant@TravelOregon.comPublic Relations General MarketingLinea Gagliano Katy Clair
    126. Southern Oregon Coast Partnership
    127. Southern Oregon Coast Partnership
    128. you! Thank you!