1. Travel Oregon:
Winning the Hearts of
Experience Hungry Travelers
Rural Tourism Studio McKenzie River
May 2011
2. Our Goal this Morning
1. How do we inspire visitors to choose Oregon
-How we market & sell Oregon
2. How can your communities and businesses
can take advantage of these marketing
opportunities:
-Through Travel Oregon
-Through your Regional DMO and Local
DMO
9. “Increasingly what will make us happy
is spending our time and our money
satisfying the desire for authenticity.”
-Joseph Pine, TED Conference
“…people receive more enduring
pleasure and satisfaction from
investing in life experiences than
material possessions.”
-Professor Leaf Van Boven,
University of Colorado/Cornell Study
10.
11. Travel Oregon: Strategic Media Roles
INSPIRE – Make an Oregon experience top of INVESTIGATE – Make compelling info about
mind. Oregon travel experiences easily findable.
TV Search
Banner Ads Digital Ask Oregon
Magazine/Enews
PR: Media/Blogger
Relations TO Social Media
TravelOregon.com
Printed Visitor Social Media PR: Campaigns &
Guide Promotions
Mobile
Call Center
VISIT – While they’re visiting, enhance their SHARE – Give visitors motivation to share their
experience in helpful and surprising ways. experiences with friends, family, & online communities.
Paid Media TO Channels
Note: location of channels are representative of some of the primary rolls they fulfill (chart is not comprehensive)
12. Two Pillar Marketing Strategy
Spring ‘11 Fall ’11
Outdoor Recreation Culinary
Oregon Adventurecation Oregon Bounty
Advertising Positions Oregon as the travel destination for Position Oregon as a premiere foodie
Message: outdoor recreation. Focus on: destination. Feature stories may include:
• Hiking • Oregon Chefs
• Cycling • Vintners, Brewers, Distillers
• Golf • Chocolate/Cheesemakers
• Outdoor Adventure • Fishermen
• Ranchers
Media Strategy: TV and online ads placed in environments that TV and online ads placed in environments that
reach active explorers and outdoor enthusiasts appeal to foodies/cultural creatives who are
who are more likely to travel to Oregon active vacationers
Promotion: Social Media promotion on Facebook with Developing a tastemaker event designed to
Adventurecation contest and branded tabs on make influential foodies intrigued in the
Travel Oregon and partner Facebook pages specialness of Oregon Bounty
13.
14.
15. I was taken here by the most
AWESOME ad that I saw on a CBC
(Canada) news site. True - when you
have places like Oregon - why do you
need the rest of the planet....lol
Great ad. It got me interested in
visiting...
17. Our International Guests
International visitors:
• Stay longer
• Spend more
• Book further in advance
• Book out-of-the-way places
Top International Markets:
• Germany, UK, France, Benelux
• Japan, Korea, China
• Canada/USA, Mexico
• Scandinavian Countries*
• Australia*
*New markets
18. 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
25. How the Process Works
Travel National
You DMO RDMO Oregon Audience
“Summer travel doesn’t have to break the bank. Here are five
smart ways to have a great experience your kids will never
forget — without leaving you with credit-card bills that made
you wish you’d never gone in the first place.”
38. To Summarize….
1. Stories & editorial content bring the
Oregon experience to life
2. Includes text, photos, videos etc.
3. Free
4. Alignment with themes increases
distribution
5. How? Pages 3 & 4 of resources handout
39. #2 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
40. #2 Online Business Listings
• Attractions -
e.g. covered
bridges,
museums,
heritage
sites etc.
41. #2 Online Business Listings
• Places to
Stay - e.g.
bed &
breakfasts,
inns, hotels
etc.
42. #2 Online Business Listings
• Places to
Eat – unique
& memorable
Oregon
places to eat
44. To Summarize….
1. Business listings allow travelers to see
breadth of things to see and do
2. Includes text, photos, videos etc.
3. Free
4. How? Pages 4, 5, & 6 of resources handout
5. Categories: attractions, events, places to
stay/eat, outdoor trails, & travel deals
45. # 3 Public Relations
Targeted Pitching Freelancers
Core Program: The right story Foster relationships,
to the right contact
host preferred writers
at the right time
Monitor E-news Outreach
Conversations ‘What’s New’
Word cloud trending ‘Oregon Oddities’
PR Campaigns: Oregon Bounty, Adventurecation
Special event: New York media tour, culinary focus
46. To Summarize….
1. PR program allows you to proactively keep
Oregon top of mind with media
2. Tell us what’s new, unusual, unique or what
you’re promoting
3. How? Pages 9 resources handout
4. PR@TravelOregon.com or
Linea@TravelOregon.com
47. #4 Advertising Opportunities
• Print – Oregon Visitor Guide
• Travel Oregon Ad Network
– TravelOregon.com
– E-Newsletters
• General
• Culinary
• Outdoor
• Travel Oregon Digital Magazine
• Contact Betsy Hand for more information
– betsyh@mediamerica.net, 503-445-8809
www.mediamerica.net/media-kit.html
48. #5 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
• Cost: $5 to sign up, 7.5 cents per name
• Tool.TravelOregon.com
49. #6 International Opportunities
• Use the international travel symbol where you can
• Host research trips for media and Tour Operators
• Attend Trade shows (request leads through partners)
• Attend seminars at Governor’s Conference and Regional
Seminars
• Get to know the Travel Oregon International and Domestic
Travel Trade Team – attend a Travel Oregon 101 session!
• Work with Tour Operators by responding to leads forwarded
by your RDMO (WVVA)
• Domestic tour operators: become a member of Oregon Tour
and Travel Alliance for leads and trade show opportunities
• Contact: Allison@traveloregon.com for more information
50. To Summarize….
1. Advertising programs allow you to talk to
folks who’re already thinking of Oregon at
a low cost (high engagement!)
2. Cost varies
3. See last page of handout (MediAmerica)
