1. TRAVEL OREGON 101
& Partnering with your VCB
November 14, 2012
Black Market Gourmet, Coos Bay
2. Who is Oregon’s tourism and
hospitality industry?
• 92,400 Oregonians directly employed (2011)
• Restaurants, hotels, wineries, attractions,
guiding & outfitter businesses, tour operators,
visitor information centers, convention and
visitor bureaus
• Indirectly: gas stations, charter boats, taxis,
shopping centers, printers, art galleries and
more…
5. Why Tourism Matters
To Oregon
2011
•$8.8 billion in visitor expenditures annually
•$2.1 billion in payroll and earnings annually
•$320 million in state and local taxes annually
Tourism = One of Oregon’s top export-oriented industries
6. Why Tourism
Matters
To Coos County
2011
•$220 million in visitor expenditures annually
•$3090 Jobs
•$6.5 million in state and local taxes annually
7. Investing in Oregon’s
Tourism Industry
• Pre-2004, Oregon’s tourism budget was:
– 46th out of the 50 states
– Oregon was losing market share to other
states
– Fact: Oregon needed an economic
stimulus
• House Bill 2267 – Oregon Tourism
Investment Proposal
8. Statewide lodging tax
• 1% Statewide Lodging Tax implemented in
2004
• Lodging tax = transient occupancy tax/TOT,
bed tax, room tax, etc.
• Local lodging taxes:
– Existing local rates and allocations for tourism
were “grandfathered”
– Increases in local tax rates with at least 70%
dedicated to tourism are allowed
9. Where does it go?
• Collected by the Oregon Dept of Revenue
• Deposited with Travel Oregon
• Up to 15% is distributed back to Oregon’s 7
regions for their Regional Cooperative
Marketing Program (RCMP)
• Oregon’s tourism budget now ranks in the
middle of the 50 states
10. Where does it go locally?
• 7% transient tax collected by lodging
properties
• 5/7th to city/tribe general fund = $875,000
• 2/7th to fund the VCB = $236,000
11. Seven Regions
Breakdown of dollars that each region received for their
2011 Regional Cooperating Marketing Programs:
- Greater Portland $429,911
- Oregon Coast $290,351
- Willamette Valley $149,596
- Southern Oregon $126,774
- Central Oregon $102,399
- Eastern Oregon $53,529
- Mt. Hood/Col. River Gorge $42,298
Up to 15% of the 1% collected goes to the regions.
13. So what is Travel Oregon?
The Oregon Tourism Commission dba
Travel Oregon is the official state agency
charged with encouraging economic
growth to enhance the quality of life in
Oregon through a strengthened economic
impact of tourism throughout the state.
17. Strategic Plan
Key Objectives:
#1 Maximize the return on public and private investments in tourism.
#2 Drive year-round travel from visitors in our domestic target audience
and lengthen their average stay by encouraging them to be destination-
oriented in this state.
#3 Drive online marketing leisure visitors to Oregon from our primary
international target markets: Germany, UK, Japan, Canada, and
European and Asian feeder markets.
#4 Provide leadership and support through collaboration with local,
regional, national, tribal and private-industry tourism entities.
18. Read it Yourself
Travel Oregon’s Strategic Plan
Located on our industry website:
www.traveloregon.com/industry
Go to About OTC
Then go to Travel Oregon 2011-2013 Strategic Pla
19. DMO’s
DMO = Destination Marketing
Organization
– A Destination Marketing Organization is an organization
whose primary function is to attract visitors to its
locale for the purpose of enhancing the local economy
through purchase of room nights, food and beverage, retail
items, transportation, visitor services, etc.
– In Oregon, local DMO’s work with their Regional Destination
Marketing Organization (RDMO) to cooperatively leverage
budgets, advertising, services, and information for the
benefit of all tourism entities in the region.
Examples: Coos Bay-North Bend Visitor &
Convention Bureau, Travel Lane County, Travel
Salem, Visit Corvallis, Travel Portland,
20. RDMO’s
RDMO = Regional Destination Marketing
Organization
Oregon is divided into seven tourism regions. Each region has
identified one Destination Marketing Organization (DMO) to act
as its Regional Destination Marketing Organization (RDMO).
The RDMO partners with Travel Oregon for the purpose of
attracting visitors to their specific region.
RDMO Examples:
Oregon Coast Visitors Association
Southern Oregon Visitors Association
Central Oregon Visitors Association
21. Tourism Industry Partnering
Local Tourism & Hospitality Industry
(Business, Organization, Individual)
Example: The Mill Casino
Local Destination Marketing Organizations
(DMO)
Example:
Coos Bay-North Bend Visitor & Convention Bureau
Regional Destination Marketing Organizations
(RDMO)
Example: Oregon Coast Visitors Association
Travel Oregon
22. How we Communicate with
our Industry Partners
Travel Oregon
Regional Destination Marketing Organization
(RDMO)
Example: Oregon Coast Visitors Association
Local Destination Marketing Organization
(DMO)
Examples: Coos Bay – North Bend Visitor and Convention Bureau
Local Tourism & Hospitality Industry
(Business, Organization, Individual)
Examples: Black Market Gourmet
24. Industry & Visitor Services /
Destination Development
Teams
Executive Team
•Scott West, Chief Strategy Officer
Industry & Visitor Services Team
•Carole Astley, Industry & Visitor Services Senior Manager
•Sarah Tomlin, PDX Welcome Center Manager
•Michelle Woodard, Communications Liaison
•Patti Kileen, Industry & Visitor Services Coordinator
Destination Development Team
•Kristin Dahl, Destination Development Senior Manager
•Harry Dalgaard III, Destination Development Specialist
•Jamie Parra, Destination Development Coordinator
•Linda Andrews, Destination Development Coordinator
26. Governor’s Conference on Tourism
April 14-16, 2013 ~ Salem
Tourism & Hospitality Industry Opportunities:
oExhibitor & Sponsors – available November
oAttendee Registration – opens mid-January
oEducation & Networking
www.OregonTourismConference.com
27. Matching Grants Program
• Next application process will open in Spring 2013
• Also have a Rural Tourism Studio grant program
For:
New tourism projects that contribute to the development and
improvement of local economies and communities throughout
the
state by means of enhancement, expansion and promotion of
the
visitor industry. Generation of overnight stay in your region by
partnerships with other local tourism businesses is important.
– One grant application per year
– Minimum ask is $1,000; Maximum ask to be determined in
2013
– Competitive grant process
28. Scenic Byways
Coordinate with ODOT & Statewide
Committee
Coordinate with Global Marketing
Department:
•Participate in regional Scenic Byway efforts
•Promote through: traveloregon.com/trip-
ideas/scenic-byways/
•Scenic Byway Driving Guide
(being re-printed soon!)
31. Industry Policy & Research
Policy: Government affairs, legislative issues, agency & partner
relations
Research: Development and marketing decisions are based on
research
Primary research studies include:
Local Transient Lodging Tax Survey
Oregon Overnight Travel Study
Oregon Travel Impacts (1991-2009 economic impacts)
Fishing, Hunting, Wildlife Viewing & Shellfishing in Oregon
Tourism & Hospitality Indicators Report
Regional Research
Travel Oregon Reports
NEW! Oregon Cultural and Heritage Travelers Study – Available at Governor’s
Conference
NEW! Receive monthly Oregon Travel Barometer report via Travel Oregon
industry email!
32. Research: Our Local
Visitors
• 47% Website visitors say they plan on visiting within next 30
days.
• 56% are returning visitors
• 50% Travel in Pairs
• 91% drive here
• $206 per day
• 45+
• Spend at least 2 nights.
• Most planned activities:
– Sightseeing
– Beach activities
– Hiking/backpacking
33. Tourism and Hospitality
Consortium
• Goal: Promote the tourism & hospitality industry as a primary
socio-economic driver in Oregon
• Key Message: “What’s good for tourism and hospitality is good
for Oregon and what’s good for Oregon is good for the tourism
and hospitality industry”
• Tourism & hospitality leaders comprise the Consortium Steering
Committee
• 60+ leading industry organizations and individuals are involved
34. Tourism & Hospitality
Consortium
Steering Committee
• Kari Westlund, President & CEO, Travel Lane County
• Roger Fuhrman, Director, Oregon Department of Fish and Wildlife
• Katy Coba, Director, Department of Agriculture
• Bill Cross, Director, Oregon Destination Marketing Organization
• Todd Davidson, CEO, Travel Oregon
• Jeff Miller, President & CEO, Travel Portland
• Matt Garrett, Director, Oregon Department of Transportation
• Tim Pickett, Interim Director, Oregon Travel Experience
• Alana Hughson, President & CEO, Central Oregon Visitors Association
• Steve McCoid, CEO, Oregon Restaurant & Lodging Association
• Dave Tovey, representing Oregon Tribes
• Tim Wood, Director, Oregon Parks and Recreation Department
• Scott West, CSO, Travel Oregon
35. Oregon Q Care
• Oregon Q CARE Customer Service Training Program
– www.OregonQCare.com
– Visitor industry and regional focus
– Exclusively online 24/7
– Free of charge!
– Introduction + 3 modules
– Certificate self-generated at end
36. Travel Matters/Mystery
Tourist
May Mystery Tourist
– Find great moments of tourism related
hospitality
– Encourage businesses and
employees to take the online Q Care
program
– Gave away over $1500 in prize/cash
– Free of charge!
– How you can get involved
– Encourage your employees to take
the training
– Provide giveaways to the VCB
37. State Welcome Centers
• Travel Oregon operates 9 State Welcome Centers
• Located at key entry points into Oregon
•Ashland
•Astoria
•Brookings
•Klamath Falls
•Lakeview
•Ontario
•Oregon City
•Umatilla
•Portland International Airport
38. State Welcome Centers
Brochure Program
Would you like to have your brochure available in
the state Welcome Centers?
Contact Cerissa McFarlane
CerissaM@mediamerica.net
503.445.8842.
42. Rural Tourism Studios
• Designed to bolster tourism in rural
Oregon
• Offers hands on skill building, planning
and product development workshops
• Past Locations:
• John Day River Territory
• McKenzie River Valley
• Clackamas County
• South Lincoln County
• River Canyon Country
* We are not currently accepting
applications for the RTS program.
Workshops are planned through
2013
43. OregonScenicBikeways.org
Partnership between:
Oregon Parks &
Recreation Dept
Oregon Dept. of
Transportation
Travel Oregon
Cycle Oregon
9 Scenic Bikeways
around the State
Designed to help
prospective bike
tourists find the best
riding Oregon has to
offer
Applications for new
routes being
accepted in March
44. Bicycle
Travel
Surveyto
Survey intended
measure cycling
activity and economic
impact
Data compiled and
published by Dean
Runyan
Deadline for
completion: Dec. 31,
2o12
Results published :
Spring the survey:
Take 2013
RideOregonRide.com/Surv
ey
45. Oregon
Tribal
Tourism
Working
Group
• 9 Tribes of
Oregon
• Collaborative
projects
• Travel Guide
• REZ Kitchen
Tour
46. Product Development
Services
• Cycl i n g Tou r i sm
• Ni ch e M ar k et
D evel opm en t
• A gr i -t our i sm
D evel opm en t
• M i scel l an eou s P r oduct
D evel opm en t I n i t i at i ves
47. Oregon Bicycle Tourism
Partnership
Travel Oregon as
convener since 2003
120+ organizations
involved from all
facets of cycling
Meet 3-4x / year
48.
49.
50.
51.
52. Business Development
Services
• Su st ai n abl e B u si n ess
Ch al l en ge
• Or egon T r avel
P h i l an t h r opy Fu n d
53. Travel Oregon Forever
Sustainable Tourism Advisory
Committee
Oregon’s Sustainable Business
Challenge
A voluntary reporting program to show the commitment
organizations have to sustainability and environmentally
responsible operations.
Oregon Travel Philanthropy Fund
A program where visitors can donate to a cause in their
chosen region of the state. Each region has a project.
TravelOregonForever.com
54. Sustainable Business
Challenge
A free and voluntary Provides
reporting program Businesses with
intended to additional
Quantify & qualify marketing
sustainable businesses exposure
Measured by the 37 through Travel
Global Sustainable Oregon’s
Tourism Criteria communication
Online Survey network
Upload documentation
Achieve tiered status:
Silver, Gold
To begin the Challenge, go to TravelOregonForever.com
or contact Jamie Parra, Jamie@TravelOregon.com
55. Participating Businesses
Gold Silver
Cooper Mountain Vineyards Bandon Dunes Golf Resort
DoubleTree by Hilton Portland Corvallis Fall Festival
Hopworks Urban Brewery EverGreen Escapes
Sokol Blosser Winery FivePine Lodge
The Heathman Hotel Inn at Wecoma
Timberline Lodge Mt. Hood Cultural Center and Museum
Travel Portland Pacific Northwest Vacations
Troon Vineyard Sand Master Park
WildSpring Guest Habitat Summit Meadow Cabins
Travel Lane County
57. Regional Projects
• Sustainable Seafood
Initiative
• The Living Highways
Project
• Willamette Farm & Food
Coalition
• Building the Rogue River
Corridor and Greenway
• Deschutes Restoration
Outreach Program
• Mosier Plateau Trail
Project
• Wallowa County
Agri-tourism
Development
58. Participating Businesses
The Heathman Hotel,
Portland
The Jupiter Hotel,
Portland
Double Diamond Lodge
Bed & Breakfast,
Oakridge
Geiser Grand Hotel, Baker
City
Old Parkdale Inn,
Parkdale
WildSpring Guest Habitat,
Port Orford
Cannon Beach Vacation
Rentals, Cannon Beach
Black Walnut Inn, Dundee
66. Global Sales Team
• Teresa O’Neill, Vice President, Global Sales
• Petra Hackworth, Senior Manager Global
Sales & Europe
• Lisa Itel, Manager Global Sales - The
Americas
• Greg Eckhart, Manager Global Sales - Asia
• Chris Chester, Global Sales Coordinator
• Allison Keeney, Global Sales Assistant
Coordinator
67. Did You Know?
International visitors:
• Stay longer
• Spend more
• Book further in advance
• Book out-of-the-way places
Domestic visitors:
• Motor coach travel has a large
economic impact
• Groups are looking for more
niche market activities
• Everyone is looking for a unique experience
68. VisaVue® 2011
Travel Oregon estimates are based on and extrapolated from aggregate
card usage data provided by VisaVue® Travel.
They incorporate data from other independent research sources.
Spending amounts and patterns are based on face-to-face Visa card
transactions in Oregon.
Transactions utilizing cash, pre-paid, phone, internet and other credit/debit
cards are not included.
Conversion factors are used to extrapolate arrivals, but spending per visitor
is in its raw form (only Visa card purchases).
Amounts on the sheet are rounded, with associated rounding errors. All
calculations are done on un-rounded data.
71. VisaVue® 2012
Second Quarter Comparison
Rolling 12-month comparison
Click on highlighted cells to select ending year and quarter using pull-down menus.
Quarterly data start in 2009, so 2011 Q1 is first available ending quarter.
Note: sum of quarters in calendar year exceeds annual total (latter nets out multiple visits).
Year 2012 2012 Q2 is first available.
Quarter 2
12-months ending
Change
2011 Q2 2012 Q2
Total, All* 2,125,000 2,221,000 +4.5%
Total, Top 15 1,829,000 1,931,000 +5.6%
Canada 1,468,000 1,551,000 +5.6%
Japan 62,000 65,000 +4.0%
UK 45,000 42,000 -5.7%
Germany (+A,CH) 39,000 40,000 +3.5%
Australia, NZ 45,000 44,000 -1.3%
Korea 30,000 29,000 -3.4%
Scandinavia 29,000 29,000 -1.4%
Mexico 16,000 19,000 +19.3%
France 15,000 15,000 +1.4%
Taiwan 11,000 12,000 +6.7%
China 33,000 48,000 +44.3%
Benelux 8,000 8,000 -2.3%
Italy 7,000 7,000 -1.2%
Brazil 10,000 12,000 +14.1%
India 10,000 10,000 +3.4%
*All origin countries, using (all cardholder count) / (Top 15 cardholder count)
72. Key International Markets to the
U.S.
Top International Markets to the U.S.:
• Germany, United Kingdom, France, Benelux
• Japan, Korea, China
• Canada/USA
• New market: Scandinavia
• New market: Australia/New
Zealand
• New market: China
• Emerging markets: India and
Brazil
Estimated Numbers for 2010:
• United Kingdom, 5.4 million
• Japan, 4.9 million
• Germany, 1.7 million
* Per Office of Tourism Travel Industries
73. How We Reach Our
Market . . .
• Media & Travel
Trade Research
Trips
• Trade Shows
• Sales Missions
• Partnering with
Regions
• In-Country
Marketing Reps
• Printed Material
• Social Media: Twitter,
• Facebook, Blogs, Youku (Chinese YouTube), Sina
Weibu (Chinese twitter)
74. Key International and
Domestic
Trade Shows
• JATA and Japan Mission
• Active America (Japan
• and China)
• North American Journeys
• Go West (Western States)
• ITB Berlin
• IPW (formerly USTA Pow Wow,
• U.S.
• Canada Missions
• National Tour Association
• American Bus Association
• TAP (Travel Alliance
Partners) by invitation only
• CITM (China)
• World Travel Mart (UK)
• World Travel Fair (China)
81. How Do We Work?
• In-country representatives
• Public relations
• Research Trips (fams)
• Tour operators
• Receptive tour operators
• Travel agent education
• Trade shows
• Cooperation with Oregon regions
• Cooperation with international carriers
• Oregon Tour and Travel Alliance:
www.OregonPackagedTravel.com
82. Oregon Tour & Travel Alliance
The Oregon Tour and Travel Alliance (OTTA) is an
independent non-profit membership organization that
works in partnership with Travel Oregon to increase
packaged travel to Oregon.
• Oregon suppliers & tour operators connections for
out of state suppliers
• Oregon itineraries for out of state suppliers
• Organized by region
www.OregonPackagedTravel.com
83. Receptive Tour Operators/
Wholesales
How do you work with Receptive Tour
Operators?
• Discounted rates
• Images
• Relationships
• Host clients (not just hotels)
• Proactive
85. Goals for 2012
• Grow awareness in (and traffic from) key markets
• Focus on shoulder/low season
• Support winter flight capacity
increases
• Evaluate performance
• Explore emerging market potential:
– China
– Australia
– Scandinavian Countries
86. What Can You Do?
• Website
• Printed materials
• Research trips
• Trade shows
• Word-of-mouth
• Cultural competence
(taken International
Seminar?)
Partnerships:
• Local DMOs
• RDMO’s
• Travel Oregon
• Receptive tour operators
87. Global Sales Contacts
Chris Chester
chris@traveloregon.com
Allison Keeney
allison@traveloregon.com
90. On line Advertising
Google Search Campaign
Coos Bay Oregon Dunes
North Bend Charleston, Oregon
Holiday Lights ATV Rentals
Coos Bay Festivals Oregon Natural Beaches
Oregon Coast Activities Oregon Coast State Parks
Oregon Coast Events Things to do in Western Oregon
North Bend Oregon events Things to do in Coos Bay Oregon
Shore Acres State Park Things to do in North Bend Oregon
Oregon Coast Hiking Coos Bay Oregon Hikes
Coos Bay Oregon Beaches North Bend Oregon Hikes
Coos Bay Birding Oregon Coast Festivals
And more…
104. YOU!
What We Need from You!
– PHOTOS – Hi Res & Copyright Free, clearly
labeled.
– Event Information 6mos – 1 year ahead
– Detailed information, including, dates,
addresses, URL’s business information
– PHOTOS
– Guest Posts or itinerary ideas
– PHOTOS
107. Marketing Team
Kevin Wright, Vice President, Global Marketing
Holly Macfee, Vice President, Global Brand Strategy
•Judiaann Woo, Director, Communications
•Mo Sherifdeen, Director, Integrated Marketing
•Michael Sturdevant, Sr. Marketing Manager
•Linea Gagliano, Communications Manager
•Emily Forsha, Content & Digital Community Manager
•Amy Walker, Account Executive, Creative Services
•Bryant Marban, Production Coordinator
•Ariana Bray-Sweet, Marketing Coordinator
•Kate Jorgensen, Project Manager
•Katy Clair, Marketing Coordinator/Assistant
108. Marketing Programs
• Media/Advertising
– 2 year/$4 million campaign
• Public Relations & Communications
– Media Relations/Communication +
• Integrated Marketing
– Digital Channels + Content
• Fulfillment
– Guide distribution (website & 800 # requests,
and BRCs)
109. Travel Oregon
Marketing
• Differentiate Oregon from its competitors
• Build awareness that Oregon is the must-see,
perfect vacation destination
• Motivate consumers to actively seek more
information
• Help them plan their vacation
• Help translate their interest into a sale
• Build a relationship with them over the long term
110. Two Pillar Marketing Strategy
Spring Fall
Outdoor Recreation Culinary
Oregon Adventurecation Oregon Bounty
Advertising Positions Oregon as the travel destination Position Oregon as a premiere foodie
Message: for outdoor recreation. Focus on: destination. Feature stories may include:
• Hiking • Oregon Chefs
• Cycling • Vintners, Brewers, Distillers
• Golf • Chocolate/Cheesemakers
• Outdoor Adventure • Fishermen
• Ranchers
Media TV and online ads placed in environments TV and online ads placed in environments
Strategy: that reach active explorers and outdoor that appeal to foodies/cultural creatives who
enthusiasts who are more likely to travel to are active vacationers
Oregon
Promotio Social Media promotion on Facebook with Developing a tastemaker event designed to
n: Adventurecation contest and branded tabs on make influential foodies intrigued in the
Travel Oregon and partner Facebook pages specialness of Oregon Bounty
112. Spring 2012 Advertising
Overall: 50% TV / 50% Online
Domestic TV Markets:
– local broadcast networks in Spokane, San Francisco, Seattle, and
Portland
– limited national buy through select channels on Dish Network’s
partnership with Google TV
Canada TV:
– Vancouver B.C., local network buy
113. Online Plan
World Expansion
• 4.1MM imps
Local Sites
• 4.9MM imps
Enthusiast Sites
• 6.6MM imps
Travel Inspiration
• 9.3MM imps
122. Integrated Marketing Team
• Mo Sherifdeen, Director, Integrated Marketing
• Emily Forsha, Content & Digital Community Manager
• Bryant Marban, Production Coordinator
• Kate Jorgensen, Project Manager
123. Integrated Marketing
(Digital + Content)
INSPIRATION INFORM CONNECT
INSPIRATION
We tell, curate & We facilitate the We provide
facilitate storytelling gathering of Oregon’s tourism
—stories, blog personal and industry myriad
posts, photos, relevant Oregon opportunities to
videos, trip experiences to build a relationship
experiences—that create successful with travelers to
evokes an trips that are highly Oregon and
emotional response anticipated and translate their
and ignites the fondly remembered interest into a sale
desire to travel.
124. Online Business Listings
• Goal: Provide travelers a view of all there
is to see and do in a particular city or
region and allow them to plan their trip.
• Listings include text, photo, links, location
map & things near by
• Contact: Bryant Marban,
Bryant@traveloregon.com or 503-967-
125. Listings Available
• Lodging
• Eat/Drink: Restaurants, Wineries,
Breweries etc.
• Attractions
• Events
• Trails
• Deals
135. Advertising Opportunities
TRAVEL OREGON AD NETWORK
Package your marketing plan across channels:
- Award winning visitor guide
– TravelOregon.com – new CPM ad model
– E-Newsletters
• General
• Culinary
• Outdoor
• Contact Megan Kirkpatrick for more information
– megank@mediamerica.net, 503-445-8804
www.mediamerica.net/media-kit.html
136. Travel Oregon Online Leads
• Database of people who want more information about
Oregon
• You can search by where they’re from, where they want
to go and what they want to do
– E.g.: People from Arizona looking to come to
Willamette Valley for a family experience
• 7.5 cents per name
• TravelOregonLeads.co-operations.com
• Ariana Bray-Sweet (Ariana@TravelOregon.com)
140. Oregon Coast Ambassador
Gary Hayes
• Publisher, Coast Explorer Magazine
• Founder, Pelican Productions, Inc., a travel media and
marketing company based in Seaside
141. Global Marketing Contacts
Business Listings on Story Ideas
TravelOregon.com Emily Forsha
Bryant Marban Emily@TravelOregon.com
Bryant@TravelOregon.com
Public Relations General Marketing
Linea Gagliano Inquiries
Linea@TravelOregon.com Katy Clair
Katy@TravelOregon.com
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
July 18, 2012
July 18, 2012
25 or 26 th July 18, 2012
July 18, 2012
We’ll be talking more about these in a few slides… July 18, 2012
July 18, 2012
July 18, 2012
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
http://traveloregon.com/trip-ideas/scenic-byways/the-pacific-coast-scenic-byway/ July 18, 2012
July 18, 2012
July 18, 2012
July 18, 2012
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
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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 $6 million in funds and is working on completing over 30 miles of trails in Southern Oregon. Its members work with partners to create a world class greenway connects people to the region's incredible natural resources - ensuring they will be there for generations to come. Visit website . July 18, 2012
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Travel Oregon is also thrilled to announce the start of a statewide travel philanthropy program that we have launched in partnership with Sustainable Travel International . This statewide program, a first in the nation, makes it easy for businesses in the tourism industry to collect small donations from travelers to give back to culturally significant and environmentally beneficial projects. During the first year of the program, it will only be available to lodging properties. “ Volun-tourism”, of which travel philanthropy is a part, is the fastest growing travel trend globally. We highly recommend considering this opportunity as a way to distinguish yourself in the marketplace and connect with this growing base of Awakened Consumers.
SSI – Oregon Coast project July 18, 2012
Jon Paul’s last slide July 18, 2012
Carole back up to talk July 18, 2012
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So, why do we market to International Visitors? Because when they visit us, they have a significant impact on the local economy, adding to the tax base as well as the coffers of local businesses. In addition, visitation by international tourists can help to balance swings in domestic tourism. Think about when you travel overseas, you tend to travel longer and more than likely feel less guilty about spending a little more here and a little more there. Millenials will be traveling more by motorcoach as it is sustainable. The Euro in particular buys a lot of US$. 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 TravelOregon.com, 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 TO.com/food 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 tastingtable.com 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 TravelOregon.com, where we inspire them and tell them deeper stories about the Oregon experience. July 18, 2012
The objective of TravelOregon.com 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 TravelOregon.com 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 TravelOregon.com 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 TravelOregon.com 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