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Folks don’t come
to Oregon to get
away from it all.
They come here
because they need
more of
something.
RCC - Partnership Opportunities
Oregon. We Love Dreamers.
Spring                                Fall
              Outdoor Recreation                    Culinary
              Oregon Adventurecation                Oregon Bounty
Advertising   Position Oregon as the travel         Position Oregon as a premiere
Message:      destination for outdoor recreation.   foodie destination. Feature stories
              Focus on:                             may include:
              • Hiking                              • Oregon Chefs
              • Cycling                             • Vintners, Brewers, Distillers
              • Golf                                • Chocolate/Cheesemakers
              • Outdoor Adventure                   • Fishermen
                                                    • Ranchers
Run Travel Oregon video of the
        Oregon Hiker
Run video of Travel Oregon spring tv spots




                         T
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
USA:
Primary
• Adults 25-64
• spend at least $1,000 per year on travel
• Who live in drive markets: Oregon, Washington, Northern
  California, and Idaho
Secondary
• Southern California and Vancouver BC
Mature Markets:

• Canada – lowest hanging fruit, mainly Western Canada/B.C.

• Europe: UK, Germany – 6-7 weeks annual vacation, US is dream destination;
  Euro & pound stronger than US dollar

• Japan: #1 producing overseas market

Secondary:

•   France, Netherlands, Scandinavia –

• Australia, New Zealand -

• South Korea/Taiwan

Emerging: China – fastest growing market
Run video of Brand USA campaign
• What motivates Oregon’s target audience? They:
  – Value connections & experiences over acquiring the
    next new thing
  – Hunger for authentic adventure and exploration
  – Desire discovery – secret ocean trail, meeting the
    rancher, the winemaker, etc.
  – Are driven by their values: attracted by Oregon’s
    lifestyle – independent, commitment to
    stewardship & sustainability
“There are few places on earth, and even fewer in the
  United States, whose mention evokes an image of a
   lifestyle and a type of individual the way Oregon
 does…(the brand campaign) showcases what is most
loved about the state by those of us who live here and
   what is most longed for by those who do not. A
     ruggedness. An intelligence. A respect for the
environment. And a wildness of land and spirit that is
                    lacking elsewhere.”
• USA:
  – Oregon
  – Washington
  – California/Bay Area
• International:
  – Canada – Vancouver B.C.
  – Japan – history and awareness of Central OR,
    ski product has introduced them to the area
  – Europe – all key markets from previous slide
• Golf                                            • Family travel
• Skiing                                          • Microbreweries
• Water recreation (rafting, kayaking, etc.)      • Ranches/Farm way of life
• Fishing                                         • Native American
• Cycling                                         • Group meetings
• Corporate Incentive Travel                      • Team Sport Travel
 •International:
      –Canada – golf big product; Chinese tour groups from Vancouver BC
      –Wild West, Native America heritage (Warm Springs, Kahneeta, Smith Rock)
      –Asia – Central OR skiing is a growth market
      –Tax Free shopping
      –Technical tours for Asia in Prineville
RCC - Partnership Opportunities
•




•
• Travel Oregon:
  – our job is to inspire people to choose Oregon for a
    vacation
• Regional & Local DMOs
  – Motivate / inspire people to choose YOUR part of
    Oregon
• Local Businesses & Attractions
  – Get people to choose YOUR business in
    YOUR destination
Local Businesses, Services, Attractions

River Canyon Country Destination Marketing Group


Regional DMO (Central Oregon Visitors Association)

                   Travel Oregon

                  Target Markets
• Marketing Budget: approximately $6 million/year
• Media/Advertising
   – $2-2.5 million ad campaigns/year (fall & spring)
• Media Relations
  - Pitching stories to media
• Integrated Marketing
   – Digital channels + content
• Partnership Marketing + Promotions
• Fulfillment
   – Guide distribution, call center
Benefits of
working with your
DMO/RDMO…

    They are
   Destination
    Curators!

   (i.e. creators +
curators of amazing
 content that helps
  tells the story of
      your area )
RCC - Partnership Opportunities
RCC - Partnership Opportunities
Things Have Changed for DMOs




(Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
– If you do nothing else, make sure your businesses,
  attractions, trails, etc. are listed on
www.TravelOregon.com

How do you do that…..?
When you submit the following listings to COVA, they appear on
both VisitCentralOregon.com & TravelOregon.com
• Attractions Listings
   – Free
   – Submit via a regional representative

• Events Listings
   – Free
   – Submit via a regional representative

• Places to Eat/Stay Listings
   – Free
   – Submit via a regional representative
• Cycling Routes, cycling events on RideOregonRide.com (affiliated website
  managed by Travel Oregon)
  -Free
  -http://rideoregonride.com/suggest/

• Online Business Listings
   – Free
   – See handout for how to do this

• Outdoor Trails & Parks
   – Free
   – Talk with Wildernet.com, State Parks
• Important – always try to
  submit a photo with your
  listing and a colorful
  description. It makes
  your business stand out
• Listings with photos rise
  to the top on
  TravelOregon.com

          Good Example!
RCC - Partnership Opportunities
RCC - Partnership Opportunities
•   Travel Oregon Blog
•   Online Trips & Itineraries
•   General E-Newsletter
•   Niche E-Newsletter
•   Grant’s Getaways
•   Visitor Guide
•   Social Media
•   Media pitches & fam itineraries
2.2 million unique visits a year
5 stories
published a
month
1 story per week
on KGW
Portland and on
their Website &
Travel Oregon
RCC - Partnership Opportunities
Ongoing; as
needed
Over 180,000 active subscribers
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
• If eligible, place your brochures at nine Welcome
  Center Gateways to the State.
   – Annual contract
   – Costs vary
   – Contact
• Connects visitors to local
  ambassadors

• Year 1: 605 questions answered

• 15 ambassadors recruited

• Year 2: rollout to visitor center
  staff!
“Any suggestions on
what I should stop and
get pics of enroute to
LaPine?”

Smith Rock is stunning, as are
Dillon & Benham Falls on the
Deschutes. Detour up Century
Drive to view the snowy
Cascades! Bend’s Drake Park is
lovely this time of year. Trees with
fall foliage by the river. Good excuse
to grab lunch downtown, too.
– Set a twitter search for #AskOR

– Monitor TO Facebook page

– Respond if/when appropriate

– How do we expand scope of program to visitor
  centers (e.g., Adventure Center, Eugene) and your
  visitor center experts?
RCC - Partnership Opportunities
• Identify experiences that will attract
  your target audience to visit
   – Get away from city life
   – Overnight in a hotel, inn, B&B or at a
     resort
• Develop itineraries bringing those
  experiences to life
• Share these stories with your tourism
  marketing partners
•   Adventure
•   Immersion in nature
•   Romance
•   Learning
•   Cultural enrichment
•   Escape
•   Reconnect with
    friends and family
Come to River Canyon Country to:
• Experience authentic America West
  way of life
• Understand Native American culture
  by participating in festivals and
  events
• Learn where your food comes from
  by experiencing our farming and
  ranching way of life
•   Characters                • Active language sparking
                                interest
•   History and perspective
                              • Clear email subject lines
•   Places people can visit      – Example: New Cowboy-
•   Events                         themed hotel in Prineville
                              • Great photos or videos
DIY/Crafters                             Families
• Stay at Brasada                        • Sleep on a
  Ranch                                    real reservation at Kah-Nee-Ta
• Experience the Fall Wool               • Participate in the Pi-Ume-Sha
  Gathering                                Treaty Days Powwow
• Visit Imperial Stock                   • Take a N8TV guided white
  Ranch/Imperial Yarn                      water rafting tour and learn
• Take a yoga class or enjoy a spa         local history
  treatment at Brasada Ranch             • Eat Indian Fry Bread at the
• Quaff craft beer and enjoy               Eagle Crossing Restaurant right
  vegetarian friendly fare at Solstice     on the Deschutes River
  Brewing
RCC - Partnership Opportunities
RCC - Partnership Opportunities
RCC - Partnership Opportunities
• Annual Travel Oregon tour organized and quarterly
  callouts through COVA
   – What’s new and trending
• Email us updates:
   – Kristine McConnell, Industry Relations Manager, Central
     Oregon Central Oregon Visitors Association,
     kristine@visitcentraloregon.com
   – Linea Gagliano, Global Communications Manager, Travel
     Oregon, linea@traveloregon.com
• Travel Oregon RTS Media Relations Worksheet
   – Discuss this afternoon
RCC - Partnership Opportunities
RCC - Partnership Opportunities
• In-country representatives in major markets: Germany, UK,
  France, Scandinavia, Benelux, Japan, China, Australia, and Canada
• Host Media & Tour Operator Research trips
• Travel agent education
• Trade shows
• Cooperation with air carriers, focus on international non-stop
  service to Europe and Asia from Portland
• Canada is number one inbound International market, focus on
  Western BC and Alberta, Chinese Canadian and Motor coach
  markets
• Domestic Motor coach Market: Oregon Tour Operator Product has
  increased, looking for “authentic” experiences
• International travel symbol
• Research trips: host media and Tour Operators for Travel Oregon &
  COVA
• Attend Trade shows (request leads through COVA)
• Attend International seminars at Governor’s Conference and Regional
  Seminars
• Get to know the Travel Oregon Global Sales Team – attend a Travel
  Oregon 101 session!
• Work with Tour Operators by responding to leads forwarded by your
  RDMO (COVA)
• Domestic tour operators: join Oregon Tour and Travel Alliance for leads
  and trade show opportunities and National Tour Association
• Contact: chris@traveloregon.com for more information
Run video of From Oregon with Love
RCC - Partnership Opportunities

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RCC - Partnership Opportunities

  • 1. Folks don’t come to Oregon to get away from it all. They come here because they need more of something.
  • 3. Oregon. We Love Dreamers.
  • 4. Spring Fall Outdoor Recreation Culinary Oregon Adventurecation Oregon Bounty Advertising Position Oregon as the travel Position Oregon as a premiere Message: destination for outdoor recreation. foodie destination. Feature stories Focus on: may include: • Hiking • Oregon Chefs • Cycling • Vintners, Brewers, Distillers • Golf • Chocolate/Cheesemakers • Outdoor Adventure • Fishermen • Ranchers
  • 5. Run Travel Oregon video of the Oregon Hiker
  • 6. Run video of Travel Oregon spring tv spots T
  • 10. USA: Primary • Adults 25-64 • spend at least $1,000 per year on travel • Who live in drive markets: Oregon, Washington, Northern California, and Idaho Secondary • Southern California and Vancouver BC
  • 11. Mature Markets: • Canada – lowest hanging fruit, mainly Western Canada/B.C. • Europe: UK, Germany – 6-7 weeks annual vacation, US is dream destination; Euro & pound stronger than US dollar • Japan: #1 producing overseas market Secondary: • France, Netherlands, Scandinavia – • Australia, New Zealand - • South Korea/Taiwan Emerging: China – fastest growing market
  • 12. Run video of Brand USA campaign
  • 13. • What motivates Oregon’s target audience? They: – Value connections & experiences over acquiring the next new thing – Hunger for authentic adventure and exploration – Desire discovery – secret ocean trail, meeting the rancher, the winemaker, etc. – Are driven by their values: attracted by Oregon’s lifestyle – independent, commitment to stewardship & sustainability
  • 14. “There are few places on earth, and even fewer in the United States, whose mention evokes an image of a lifestyle and a type of individual the way Oregon does…(the brand campaign) showcases what is most loved about the state by those of us who live here and what is most longed for by those who do not. A ruggedness. An intelligence. A respect for the environment. And a wildness of land and spirit that is lacking elsewhere.”
  • 15. • USA: – Oregon – Washington – California/Bay Area • International: – Canada – Vancouver B.C. – Japan – history and awareness of Central OR, ski product has introduced them to the area – Europe – all key markets from previous slide
  • 16. • Golf • Family travel • Skiing • Microbreweries • Water recreation (rafting, kayaking, etc.) • Ranches/Farm way of life • Fishing • Native American • Cycling • Group meetings • Corporate Incentive Travel • Team Sport Travel •International: –Canada – golf big product; Chinese tour groups from Vancouver BC –Wild West, Native America heritage (Warm Springs, Kahneeta, Smith Rock) –Asia – Central OR skiing is a growth market –Tax Free shopping –Technical tours for Asia in Prineville
  • 19. • Travel Oregon: – our job is to inspire people to choose Oregon for a vacation • Regional & Local DMOs – Motivate / inspire people to choose YOUR part of Oregon • Local Businesses & Attractions – Get people to choose YOUR business in YOUR destination
  • 20. Local Businesses, Services, Attractions River Canyon Country Destination Marketing Group Regional DMO (Central Oregon Visitors Association) Travel Oregon Target Markets
  • 21. • Marketing Budget: approximately $6 million/year • Media/Advertising – $2-2.5 million ad campaigns/year (fall & spring) • Media Relations - Pitching stories to media • Integrated Marketing – Digital channels + content • Partnership Marketing + Promotions • Fulfillment – Guide distribution, call center
  • 22. Benefits of working with your DMO/RDMO… They are Destination Curators! (i.e. creators + curators of amazing content that helps tells the story of your area )
  • 25. Things Have Changed for DMOs (Source: PhoCusWright. “Loco Over Local: Four Trends That Are Reshaping Tourism”)
  • 29. – If you do nothing else, make sure your businesses, attractions, trails, etc. are listed on www.TravelOregon.com How do you do that…..?
  • 30. When you submit the following listings to COVA, they appear on both VisitCentralOregon.com & TravelOregon.com • Attractions Listings – Free – Submit via a regional representative • Events Listings – Free – Submit via a regional representative • Places to Eat/Stay Listings – Free – Submit via a regional representative
  • 31. • Cycling Routes, cycling events on RideOregonRide.com (affiliated website managed by Travel Oregon) -Free -http://rideoregonride.com/suggest/ • Online Business Listings – Free – See handout for how to do this • Outdoor Trails & Parks – Free – Talk with Wildernet.com, State Parks
  • 32. • Important – always try to submit a photo with your listing and a colorful description. It makes your business stand out • Listings with photos rise to the top on TravelOregon.com Good Example!
  • 35. Travel Oregon Blog • Online Trips & Itineraries • General E-Newsletter • Niche E-Newsletter • Grant’s Getaways • Visitor Guide • Social Media • Media pitches & fam itineraries
  • 36. 2.2 million unique visits a year
  • 38. 1 story per week on KGW Portland and on their Website & Travel Oregon
  • 41. Over 180,000 active subscribers
  • 45. • If eligible, place your brochures at nine Welcome Center Gateways to the State. – Annual contract – Costs vary – Contact
  • 46. • Connects visitors to local ambassadors • Year 1: 605 questions answered • 15 ambassadors recruited • Year 2: rollout to visitor center staff!
  • 47. “Any suggestions on what I should stop and get pics of enroute to LaPine?” Smith Rock is stunning, as are Dillon & Benham Falls on the Deschutes. Detour up Century Drive to view the snowy Cascades! Bend’s Drake Park is lovely this time of year. Trees with fall foliage by the river. Good excuse to grab lunch downtown, too.
  • 48. – Set a twitter search for #AskOR – Monitor TO Facebook page – Respond if/when appropriate – How do we expand scope of program to visitor centers (e.g., Adventure Center, Eugene) and your visitor center experts?
  • 50. • Identify experiences that will attract your target audience to visit – Get away from city life – Overnight in a hotel, inn, B&B or at a resort • Develop itineraries bringing those experiences to life • Share these stories with your tourism marketing partners
  • 51. Adventure • Immersion in nature • Romance • Learning • Cultural enrichment • Escape • Reconnect with friends and family
  • 52. Come to River Canyon Country to: • Experience authentic America West way of life • Understand Native American culture by participating in festivals and events • Learn where your food comes from by experiencing our farming and ranching way of life
  • 53. Characters • Active language sparking interest • History and perspective • Clear email subject lines • Places people can visit – Example: New Cowboy- • Events themed hotel in Prineville • Great photos or videos
  • 54. DIY/Crafters Families • Stay at Brasada • Sleep on a Ranch real reservation at Kah-Nee-Ta • Experience the Fall Wool • Participate in the Pi-Ume-Sha Gathering Treaty Days Powwow • Visit Imperial Stock • Take a N8TV guided white Ranch/Imperial Yarn water rafting tour and learn • Take a yoga class or enjoy a spa local history treatment at Brasada Ranch • Eat Indian Fry Bread at the • Quaff craft beer and enjoy Eagle Crossing Restaurant right vegetarian friendly fare at Solstice on the Deschutes River Brewing
  • 58. • Annual Travel Oregon tour organized and quarterly callouts through COVA – What’s new and trending • Email us updates: – Kristine McConnell, Industry Relations Manager, Central Oregon Central Oregon Visitors Association, kristine@visitcentraloregon.com – Linea Gagliano, Global Communications Manager, Travel Oregon, linea@traveloregon.com • Travel Oregon RTS Media Relations Worksheet – Discuss this afternoon
  • 61. • In-country representatives in major markets: Germany, UK, France, Scandinavia, Benelux, Japan, China, Australia, and Canada • Host Media & Tour Operator Research trips • Travel agent education • Trade shows • Cooperation with air carriers, focus on international non-stop service to Europe and Asia from Portland • Canada is number one inbound International market, focus on Western BC and Alberta, Chinese Canadian and Motor coach markets • Domestic Motor coach Market: Oregon Tour Operator Product has increased, looking for “authentic” experiences
  • 62. • International travel symbol • Research trips: host media and Tour Operators for Travel Oregon & COVA • Attend Trade shows (request leads through COVA) • Attend International seminars at Governor’s Conference and Regional Seminars • Get to know the Travel Oregon Global Sales Team – attend a Travel Oregon 101 session! • Work with Tour Operators by responding to leads forwarded by your RDMO (COVA) • Domestic tour operators: join Oregon Tour and Travel Alliance for leads and trade show opportunities and National Tour Association • Contact: chris@traveloregon.com for more information
  • 63. Run video of From Oregon with Love