The document provides an overview of Oregon's tourism and hospitality industry:
- It directly employs over 87,500 Oregonians and supports many indirect jobs.
- In 2010, tourism generated $8.1 billion in visitor expenditures, $2 billion in payroll, and $313 million in taxes for Oregon.
- Travel Oregon is the state agency that promotes tourism. It works with regional and local partners through programs like marketing grants and the scenic byways program.
- The agency focuses on driving domestic and international travel to Oregon through various marketing channels.
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011David Brown
Defining sustainable tourism and how its capacity as a brand amplifier and marketing platform are relevant to all tourism businesses and destinations - specifically Iceland. Examples from San Francisco, TUI, Fairmont Hotels, National Geographic, and the Global Sustainable Tourism Criteria
Presentado por: Kimberly Connaghan, National Brand Director, National Geographic Global Media
Contenidos:
Geotourism: A Unique Commitment From A Unique Media Company
Geotourism and The American Traveler
55 Million American Geotourists
Down Payment on the Future
Geotourism and Today’s Traveler
Hotels Are Working to Protect the Environment
Destinations Are Working to Support and Sustain Local Economies
Destinations Are Working to Promote Indigenous Culture
Awareness is Key
Tailor-Made for Your Message
National Geographic Society: Vital to Today’s Consumer
NationalGeographic.com – Vital to CONNECTING to the World
National Geographic Magazine – Vital to UNDERSTANDING the World
National Geographic Kids – Vital to LEARNING ABOUT the World
National Geographic Traveler – Vital to EXPERIENCING The World
Pioneering the Future of Travel Reporting on Destinations of Distinction
Devoted Editorial for Sustainable Travel
Informing Readers About Responsible Travel Efforts
Tapping Into Reader Passions
Marketing Destinations With Geotourism Practices
Creating Signature Travel Experiences
Intercontinental Hotels & Resorts: “Photo Contest”
Puerto Rico Tourism: Customer Engagement
Peru Tourism: “Pack Your Six Senses”
Mexico Tourism: “Mexico Unexpected”
Sustainable Tourism - Iceland Naturally Event | Williamsburg, VA | June 9, 2011David Brown
Defining sustainable tourism and how its capacity as a brand amplifier and marketing platform are relevant to all tourism businesses and destinations - specifically Iceland. Examples from San Francisco, TUI, Fairmont Hotels, National Geographic, and the Global Sustainable Tourism Criteria
Cook Islands Agritourism Policy Setting Workshop 2018
Policy Setting for Improved Linkages Between Agriculture, Trade and Tourism: Strengthening the Local Agrifood sector and Promoting Healthy Food in Agritourism.
Workshop Programme Organised by the Government of Cook Islands
In collaboration with and Pacific Community, CTA, PIPSO and SPTO
Rarotonga, Cook Islands, 25-26th September 2018
Planeta.com, the Local Travel Movement and the WHL Group teamed up to review how satisfied you are with the way local tourism is marketed. This survey endeavors to understand how localities are promoted. From survey responses we will compile a list of good practices and suggestions for improving tourism promotion.
Related:
Marketing Wiki
http://planeta.wikispaces.com/marketing
World Tourism Trends and the Way Ahead - WYSETC Convention 2011 BarcelonaPlatma Tourism
An overview of the major trends in world tourism and the social movements behind these trends from UNWTO. Also contains key guidelines for public private partnerships in youth travel.
Destination Management Public Sector and Tourism Policy Destination Image Development Attributes of Destination Destination Planning Destination Development and Sustainable Future
Presentation made to Environmental Professionals of Sri Lanka Renton123
This is a presentation I made recently to the Environmental professionals. I beleive that there is no difference between the architects and environmental professions. They both are custodians of our natural, heritage and cultural assets. Unfortunately some among both groups merely go for the money in it and I believe that the model in which architects charge fees need change. It should not be a % of the cost of the project but a payment based on how much of free resources (sunlight, wind, renewable energy etc.) are utilised in design and building and also what savings it will bring to client and to Mother nature in the long term.
I continue to sing the same song no matter what government is power or who does what. Sorry I could not be with you to make a presentation , but I hope this and the other presentations i have sent links of will help establish my thinking. Renton
2차 지속관광 포럼-1.문화유산의 보호 범 메콩강지역에서의 책임관광전략(mason florence)sustaintour
2010.11.30 제2차 지속가능한관광 정책 포럼 발표자료
1. protecting culture and heritage-responsible tourism initiatives in the greater Mekong sub-region(Mason Florence / Executive Director / Mekong Tourism Coordinating Office)
*이 포럼은 제2회 아시아사회적기업활동가대회 ASES2010의 분과 회의로 기획되었습니다.
Cook Islands Agritourism Policy Setting Workshop 2018
Policy Setting for Improved Linkages Between Agriculture, Trade and Tourism: Strengthening the Local Agrifood sector and Promoting Healthy Food in Agritourism.
Workshop Programme Organised by the Government of Cook Islands
In collaboration with and Pacific Community, CTA, PIPSO and SPTO
Rarotonga, Cook Islands, 25-26th September 2018
Planeta.com, the Local Travel Movement and the WHL Group teamed up to review how satisfied you are with the way local tourism is marketed. This survey endeavors to understand how localities are promoted. From survey responses we will compile a list of good practices and suggestions for improving tourism promotion.
Related:
Marketing Wiki
http://planeta.wikispaces.com/marketing
World Tourism Trends and the Way Ahead - WYSETC Convention 2011 BarcelonaPlatma Tourism
An overview of the major trends in world tourism and the social movements behind these trends from UNWTO. Also contains key guidelines for public private partnerships in youth travel.
Destination Management Public Sector and Tourism Policy Destination Image Development Attributes of Destination Destination Planning Destination Development and Sustainable Future
Presentation made to Environmental Professionals of Sri Lanka Renton123
This is a presentation I made recently to the Environmental professionals. I beleive that there is no difference between the architects and environmental professions. They both are custodians of our natural, heritage and cultural assets. Unfortunately some among both groups merely go for the money in it and I believe that the model in which architects charge fees need change. It should not be a % of the cost of the project but a payment based on how much of free resources (sunlight, wind, renewable energy etc.) are utilised in design and building and also what savings it will bring to client and to Mother nature in the long term.
I continue to sing the same song no matter what government is power or who does what. Sorry I could not be with you to make a presentation , but I hope this and the other presentations i have sent links of will help establish my thinking. Renton
2차 지속관광 포럼-1.문화유산의 보호 범 메콩강지역에서의 책임관광전략(mason florence)sustaintour
2010.11.30 제2차 지속가능한관광 정책 포럼 발표자료
1. protecting culture and heritage-responsible tourism initiatives in the greater Mekong sub-region(Mason Florence / Executive Director / Mekong Tourism Coordinating Office)
*이 포럼은 제2회 아시아사회적기업활동가대회 ASES2010의 분과 회의로 기획되었습니다.
Communicating the Economic Value of TourismAileen Murray
Here's a copy of my presentation at the Ontario's Southwest Conference in 2014. Communicating the contribution of tourism to the local economy can be a challenge. This presentation focused on bridging the gap between tourism and economic development including tips and tools to measure and report the value of tourism in Ontario’s Southwest to the decision makers in our communities.
Alex Naar, Director of Sustainable Tourism Outreach at East Carolina University's Center for Sustainable Tourism, talks about the growth of eco-tourism, nationally and in North Carolina, and about his office’s programs to enhance that growth.
Andrew Grossmann, Destination Development Coordinator at Travel Oregon, gave this presentation at Drive Oregon's March networking event. Andrew discussed Travel Oregon's support of low-and no-emission tourism, the state's Electric Byways, and how Travel Oregon is expanding their marketing of the byways.
Jaime Claudio from Discover Long Island explains to us how tourism marketing impacts the profitability and productivity of small businesses and explains what we can do to benefit from tourism marketing.
Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation by Kara Mitchell, President, The Ontario Ecotourism Society, presented September 2011. Session: 2.3 Financing Sustainability Initiatives: Strategies for Tourism Businesses. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique tourism industry annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Tourism governance for local economic development in the PhilippinesRandi Alampay
Presented at the 1st National Conference on Tourism Governance. November 25, 2013. SMX Convention Center. This is an introduction to our program's private sector-oriented theory of tourism governance, wherein government resources, policies, and powers are mobilized to enable the entrepreneurs and enterprises (who make up the tourism industry) to build a competitive tourism sector for a market-ready destination.
Ecotourism and Sustainable Tourism Conference (ESTC) (http://www.ecotourismconference.org) Presentation by Trish Manning, President, Manning Consulting Group Inc., and The Ontario Ecotourism Society, presented September 2011. Session: 2.3 Financing Sustainability Initiatives: Strategies for Tourism Businesses. Organized by The International Ecotourism Society (http://www.ecotourism.org), the ESTC is a unique tourism industry annual conference providing practical solutions to advance sustainability goals for the tourism industry.
Similar to Travel Oregon 101 presentation 5 23 11 (20)
Antarctica- Icy wilderness of extremes and wondertahreemzahra82
In this presentation, we delve into the captivating realm of Antarctica, Earth's southernmost continent. This icy wilderness stands as a testament to extremes, with record-breaking cold temperatures and vast expanses of pristine ice. Antarctica's landscape is dominated by towering glaciers, colossal icebergs, and expansive ice shelves. Yet, amidst this frozen expanse, a rich tapestry of unique wildlife thrives, including penguins, seals, and seabirds, all finely attuned to survive in this harsh environment. Beyond its natural wonders, Antarctica also serves as a vital hub for scientific exploration, providing invaluable insights into climate change and the Earth's history
MC INTERNATIONALS | TRAVEL COMPANY IN JHANGAshBhatt4
Experience the world with MC Internationals travel and tourism. From foreign getways to cultural concentration, we tailor unforgettable journeys for every traveler. Let us turn your dream into reality and create lasting memories. Explore with us today. #TRAVEL,COMPANY #BEST,TRAVEL,COMPANY #VISIT,VISA #EMPLOYMENT,VISA #STUDY,VISA #HAJJ,AND,UMRAH
The Cherry Blossom season in Hunza begins in the second week of March and lasts until the end of April, varying with altitude. During this enchanting period, tourists from around the world flock to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates visitors.
About the Company:
The Cherry Blossom season in Hunza starts in the second week of March and extends until the end of April, depending on the altitude. During this enchanting period, tourists from around the globe travel to Hunza Valley to witness its transformation into a vibrant tapestry of white, pink, and green. The valley comes alive with cherry blossoms, creating a picturesque and mesmerizing landscape that captivates all who visit. For the best experience, join Hunza Adventure Tours, the top tour company in Pakistan, and immerse yourself in this breathtaking seasonal spectacle.
During the coldest months, Italy transforms into a winter wonderland, providing visitors with a very unique experience. From the Settimana Bianca ski event to the lively Carnevale celebrations, Italy's winter festivities provide something for everyone. Enjoy hot cocoa, eat hearty comfort foods, and buy during winter deals. Explore the country's rich cultural past by participating in Settimana Bianca, and Carnevale, sipping hot chocolate, shopping during winter deals, and indulging in winter comfort foods. Visit our website https://timeforsicily.com/ for more information.
How To Change Name On Volaris Ticket.pdfnamechange763
How to change name on Volaris ticket? This is one of the most common questions asked by travelers flying with Volaris Airlines. The mentioned details can help you with your name rectification on the airline ticket. If you are still facing difficulties call the consolidation desk at +1-800-865-1848.
London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
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Discover the wonders of the Wenatchee River with a variety of river tours in Monitor, WA. Whether you're seeking thrilling whitewater rafting, peaceful kayaking, family-friendly float trips, or scenic sunset cruises, there's something for everyone. Enjoy fishing, wildlife spotting, bird watching, and more in this beautiful natural setting, perfect for outdoor enthusiasts and families alike.
The Power of a Glamping Go-To-Market Accelerator Plan.pptxRezStream
Unlock the secrets to success with our comprehensive 8-Step Glamping Accelerator Go-To-Market Plan! Watch our FREE webinar, where you'll receive expert guidance and invaluable insights on every aspect of launching and growing your glamping business.
BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. BTW UK Visa Application Process, Uk Visa complete guide, Uk Visa fees, requirements and application process. Know all about uk visa and best way to apply for the uk visa. Get to know about the requirements that allows you for the faster visa appliaction. Get information in this PDF and simplyfy your visa process.
Discover Palmer, Puerto Rico, through an immersive cultural tour that unveils its rich history and vibrant traditions. Experience lively festivals, savor authentic cuisine, and explore local markets. Visit historical landmarks, museums, and stunning colonial architecture. Engage with friendly locals, enjoy live music, and hike scenic nature trails, all while participating in cultural workshops and discovering unique artisan crafts.
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Montreal boasts a vibrant artistic heritage, showcased in its top art galleries and museums. From the expansive collections at the Montreal Museum of Fine Arts to the cutting-edge exhibits at the Musée d'art contemporain, discover the city's rich cultural landscape. Experience dynamic street art, indigenous works, and contemporary pieces, reflecting Montreal's diverse and innovative art scene.
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This page by FlynGoo can become your ultimate guide to connecting with a live person at American Airlines. Have you ever felt lost in the automated maze of customer service menus? FlynGoo is here to rescue you from endless phone trees and automated responses. With just a click or a call to a specific number, we ensure you get the human touch you deserve. No more frustration, no more waiting on hold - we simplify the process, making your travel experience smoother and more enjoyable.
4 DAYS MASAI MARA WILDEBEEST MIGRATION SAFARI TOUR PACKAGE KENYABush Troop Safari
Join our 4-day Masai Mara Wildebeest Migration Safari in Kenya. Witness the incredible wildebeest migration, enjoy exciting game drives, and stay in comfortable lodges. Get up close and personal with one of nature's most amazing exhibits! Book Your Safari Today at - https://bushtroop-safaris.com/
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Get off on the most luxurious Tokyo itinerary from Singapore. Experience Tokyo’s sophisticated modernism and rich tradition with first-class travel, sumptuous lodging, fine food, and special tours. Savor the finest that this energetic city has to offer for an experience that will never be forgotten.
85. Two Pillar Marketing Strategy Fall ‘10 Spring ‘11 Culinary Outdoor Recreation Advertising Message: Position Oregon as a premiere foodie destination. Featured stories about Oregon chefs, vintners, brewers, chocolate/cheesemakers, fishermen, distillers, and ranchers Position Oregon as the travel destination for outdoor recreation. Media Strategy: Ads placed in environments that appealed to culinary tourists (savvy sophisticates) Ads placed in environments that reach outdoor enthusiasts who travel Promotion: Oregon Bounty Wanderfeast contest Oregon Adventurecation
108. The Digital Ecosystem 2.2+ million unique visitors (2009-10) [TravelOregon.com | Blog | Magazine | GoSeeOregon | Ride Oregon | Oregon Bounty| Campaign Sites + Social Media Channels
We’ll talk about the Oregon tourism & hospitality industry first, then about Travel Oregon and then get into the work of the different departments.
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
88,900 = 2009
2008: Visitor expenditures down from $8.4 billion in 2008 2008 = $2.1 billion in payroll and earnings annually $322 million in state and local taxes annually
We’ll be talking more about these in a few slides…
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.
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.
We gather input from all around the state…from our DMO and RDMO partners before finalizing
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.
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.
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.
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!
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.
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.
Kristin starts
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.
Through engaging a broad cross-section of community leaders in the Rural Tourism Studio Program we hope to: Raise the awareness of the value of the tourism industry Stimulate new local business development by connecting community and business leaders with resources Spark creativity and enthusiasm in participants to contribute to making Oregon a premier tourism destination Develop tourism experiences and products that sustain or enhance the geographical character of a place Establish positive relationships between community leaders, local Destination Marketing Organizations, Regional Destination Marketing Organizations & Travel Oregon
Through engaging a broad cross-section of community leaders in the Rural Tourism Studio Program we hope to: Raise the awareness of the value of the tourism industry Stimulate new local business development by connecting community and business leaders with resources Spark creativity and enthusiasm in participants to contribute to making Oregon a premier tourism destination Develop tourism experiences and products that sustain or enhance the geographical character of a place Establish positive relationships between community leaders, local Destination Marketing Organizations, Regional Destination Marketing Organizations & Travel Oregon
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 Applications are accepted
End of Kristin’s slides
Many more are listed on our website as well to give you ideas for next year
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.
Corvallis is doing a great promotion with their tourism & hospitality industry employees this summer
End of T Dev slides Introduce Teresa now
Insert Team picture
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$.
Placeholder for Teresa to fill in details
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 stats
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
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.
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
Research trip with Ocean Life resulted in coverage in the August, September, October, and November issues with about 8 pages of coverage per month featuring Portland and the Oregon coast.
TO has in-country reps/PR firms in the following cities/countries: -Frankfurt, Germany -UK -Paris, France -The Netherlands -Tokyo, Japan
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.
Direct flights: Amsterdam and Narita Soft Season and Winter promotions Oregon Bounty Go West China tradeshow
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
Introduction: I’d like to start by giving you a little background on who the marketing department is and the objectives behind what we do.
The consumer Marketing department at Travel Oregon is made up of the following people. Mention Kevin and Holly
These are some of the objectives we set out in our strategic plan – First, we need to Continue to Engage Consumers in the Oregon brand and use the brand to differentiate Oregon from its competitors. You’ll see a number of different destination advertisements in print and online, so We need to Breakthrough Market Clutter by Focusing our Messages. We need to Engage in Conversations with Consumers who Identify with the Oregon Mindset And we need to Leverage Oregon Fans, because Consumers don’t want to just hear from Travel Oregon – they want to hear real stories and tips from other travelers. We need to give them great tools to do this.
Talk about market situation and then move into two pillar strategy slide
Advantages of the two pillar communication strategy Oregon stands out with focused advertising messages Highlights the State’s greatest assets…within season Capitalize on the success of Oregon Bounty as an anchor promotion for Fall Support the brand refresh with impact This is the lead story with our objective to get people the website….e-news, blog, etc. FALL POSITIONING: Present Oregon as a place where it’s still possible to have authenic, intimate encounters with the artisans who create Oregon’s cuisine SPRING POSITIONG: Positions Oregon as THE destination for outdoor recreation. For spring 2011 we are looking at including TV in the mix. So stay tuned for more developments on that. Target Audience: Travel Oregon’s advertising campaigns primarily target’s the following high-yield consumers: Primary Adults 25-64 who spend at least $1,000 per year on travel and live in Oregon, Washington, Northern California, and Idaho Secondary Southern California and New York
Hopefully you are familiar with the Oregon. We Love Dreamers. tagline. As our two pillar strategy developed, so did the idea of Oregon. We Love Dreamers. 1. We work to Bring the Oregon. We Love Dreamers campaign to life in a whole new way – with rich, moving creative that is not just about Storytelling, but inspiring consumers to do their own StoryBuilding around their Oregon travel experiences. 2. And surround a very targeted audience in a personal way, in environments that feed their passions. And we can dramatically change how we talk to them. 3. We can implement high impact fully integrated campaigns. And I’m going to show you what we mean by that.
Oregon Bounty was created in 2005 as an economic development program to promote a few agricultural commodities and travel. Seeing the emerging trend in culinary tourism, in 2006, Travel Oregon took over the program and over the past 5 years has expanded its focus to all aspects of culinary travel during the fall harvest period. The Challenge: After 5 years, how do we keep Oregon Bounty fresh in the minds of media and visitors? How can we stop simply talking at consumers, but rather, give them tools to talk to each other about their own Oregon culinary experiences? We launched Oregon Bounty season with a brand new campaign, The Oregon Bounty Wanderfeast, which featured onlinebanner ads, printed inspiration maps, a great contest to enter to win your own wanderfeast – the ultimate culinary vacation. Let’s take a look at our fall campaign.
We have revamped our culinary boutique site with new navigation. The Oregon Bounty Wanderfeast features 10 weeks with 10 chefs and 10 tastes their crazy about. We created a video for each week showing the relationship between the chefs and fresh local ingredients they have to work with here in Oregon.
The Mushroom video is one of my favorites and really tells the story of Chef Leather Storrs of Noble Rot in Portland and his passion for great ingredients.
This is the print creative shown in publications such as Sunset, Budget Travel, Wine Spectator, etc.
We tried something new with our online banner ads this year. These are expandable banner ads that is almost like a mini website within the banner. Explain how the banner works.
We’ve earned some great media coverage this year! 925 million online and print impressions, to be exact. Last fall, we enticed Peter Greenberg out to Cannon Beach to do an entire show about Oregon adventures. With his extensively networked audience, from radio to print to online, it gave huge exposure to the Coast, and was well-timed to lend support to the Oregon Bounty launch. And specifically for Bounty, we partnered with The Oregonian to engage their readers in sending us their favorite Oregon places. Besides the one-thousand-plus tips -- which was a real education for us on what Oregonians love about their own state -- we received two Travel section cover stories and a whole month’s worth of features in print and online.
Last spring and summer we focused on Outdoor Adventure with the implementation of The Oregon Adventurecation campaign targeting active explorers looking for new experiences.
The campaign launched In mid-March focusing on the amazing outdoor recreation Oregon has to offer – specifically focusing on golf, outdoor adventure sports, and cycling. The target audience for this campaign is independent, curious and highly engaged online – and we have some very compelling advertising and content that will inspire them to choose Oregon. This is a screenshot of what the website looks like. The advertising is supported by three phenomenal outdoor prizes in our Win an Oregon Adventurecation sweepstakes . Features three grand prize getaways where consumers can enter to win: The ultimate golf road trip Wine Country Cycling Tour Action Sports Adrenalin Trek We created 3 videos to support each of the recreation activities: The cycling video is a love story of a couple that met while he was cycling through Oregon. The Golf video tells the story of A man who loves golf so much that he has a son just so he will always have someone to play golf with. Our daredevil movie is The story of twins (these two young women) who spend all of their time challenging each other to do more and more outrageous things in the wondrously challenging landscapes of Oregon. These videos were on the homepage of the website seen here as well as in online banner ads like this one on National Geographic website.
3 Impactful Inspiration Maps have been produced to illustrate in a fun, whimsical way the types of travel experiences that are available across the state The Obsessive Golfer’s Map of Oregon A Cyclist’s Dream of Oregon A Dare Devil’s Map of Oregon The maps are being distributed as inserts in targeted in Outside Magazine (May issue.), Golf Digest (June issue), Golf Magazine (June issue), Backpacker Magazine (July issue), and National Geo Traveler Magazine (July issue).
Media (nice overlap between TV and online channels) -Local broadcast network will be used to build a foundation in local markets -We’ll use Google TV to reach A25-64 curious, active explorer – world expansion mindset -- “enthusiast” cable networks (like Golf Channel, Discovery, HGTV, Travel Channel), adding an additional 20-25 TRPs per week nationally for 10 weeks. (Michael???) - Pre-roll: The name of an online video commercial that appears prior to an online video, it is typically :10 - :15 seconds in length. Once you click on certain online video links, you will be forced to watch a short commercial before the video content. This snippet of online advertising is known as "a pre-roll" or just "pre-roll" (as opposed to a mid-roll or post-roll ).
This is the toolkit we produced to help partners market the Bounty promotion. Partners can use the tools to add photos, sample copy, etc. to add to their websites and enewsletters. We typically develop a marketing toolkit for each of our promotions.
In a tough economy with staff cutbacks, media are relying heavily on freelancers. So we’re going to pay special attention to freelance writers next year: courting them with inspirational Oregon stories and hosting select writers for Oregon experiences. Meanwhile, editors at the top publications want to hear about new, offbeat, and “under-the-radar” travel experiences that relate to national trends. Our regional partners have been great in suggesting these stories to us. We’ll be serving them up nationally with our media e-newsletters and targeted pitches. We’re also going back to New York this year to build on our media relationships and pitch Oregon stories. Also new for our PR efforts this biennium: we’ll be using a new tracking tool—”word clouds”—to see if our messages are carrying through to online conversations. Hey, we’re as curious as anyone to find out what people are saying about us! Are they talking about Oregon wine? Cycling? Golf?. We need to know if our messages are getting through and having an impact on people’s opinion of Oregon. Word cloud trend analysis will give us additional intelligence to inform and modify our program with finesse.
We have lots of updates on Travel Oregon’s printed guides. The guides now available to be ordered through Travel Oregon are the Scenic byways driving guide, Ski Oregon Magazine, the State map and the new Travel Oregon Visitor Guide (was previously called the Oregon Trip Planner). These guides are available to consumers on the TravelOregon.com and by calling the 800# (1-800-547-7842) or case quantities are available by calling the 800#.
If you’ve heard rumors about “Big Daddy,” then you’re familiar with the content plan we launched in 2010. It’s really a powerful collaboration tool. It allows us to receive recommendations from our partners, consolidate topics, and match content across our marketing programs. Here’s just some of what’s ahead for our content vehicles: We’ll be implementing mobile user tools to cross-promote our online content; we’ll continue our visitor guide and our three overachieving e-newsletters--but watch for new triggered e-newsletters that are controlled by readers. We’ve renewed Grant’s Getaways for a third season; we’re thrilled to continue this popular, multi-partner show that highlights the best of Oregon’s outdoors. And, we’re working on a “Content Orb” tool for DMOs to submit story ideas to us online, anytime .
As industry trends change and the demand for print collateral decreases and consumers move towards digital content consumptions, we’ve created moved Travel Oregon magazine online. The online magazine come out 4 times per year and features videos, photo slides shows and a dreamer story.
A Digital Ecosystem vs. a ‘Web Site’
Pitch topics 4 months in advance
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
Which leads us to other ways you can and should be tapping into our marketing. We’re driving millions eyeballs to our site, now here are some tools we have for you to get those eyes on your business and convert them to a sale. This fall we launched a comprehensive online partnering tool on our industry site. Check the programs you’re interested in, and it will generate an email to our staff who’ll work with you one on one to create the best program for your business. These programs are incredibly affordable!