1 7 Wonders Recap
2 Inspiring Travel 7 Wonders Recap 2
3 Responses Scenic Byways 7 Wonders Campaign 7 Wonders Recap
4 Responses Highest Second Highest Response Response Ever Ever Third Highest Response Ever Scenic Byways 7 Wonders Campaign 7 Wonders Recap
120,000 New Oregon Fans 7 Wonders Recap
7 WONDERS 2015
WE ARE GOING TO DO TWO THINGS TO MEET THIS GOAL Reasons to visit the 7 Broad Wonders that appeal to inspiration for everyone. the 7 Wonders “I really want to see that Wonder.” Reasons to visit the 7 Passion Wonders that appeal to a inspiration for specific interest, e.g., golf. the 7 Wonders “I want to play golf at that Wonder.” 7 Wonders 2015
TIMING Jan 15 Media Finalized Mar 1 Campaign Launch April – May Golf Pulse May – July Cycling Pulse Sept – Nov Culinary Pulse (Bounty) Dec – Jan Wintercation 7 Wonders 2015 7 Wonders 2015
9 Lessons Learned 7 Wonders & Oregon Bounty
10 7 Wonders Strategy What We Learned
11 Bounty Strategy Initiative July August September October November Social Media: Culinary Content Paid Media: Social and Search Alaska Airlines Partnership Wines Fly Free Feast Portland Pre-Feast Media Tours Influencer Tours What We Learned
7 Wonders Timing & Channels Phase ase 1 1 Phase ase 3 Phase ase 2 What We Learned
13 Unfolding Wonders: Owned + Social Serve up Tell Deeper Channel Inspiration Inspiration Story Into Action (TV, Cinema) (YT/Online) (Search) Paid M d Medi dia (Influencer Tour ) Phase ase 1 1 /PR ocial /P (Surprise & Delight) Phase ase 2 Soci Phase ase 3 (Sweeps) (TO.com; ROR.com) Own wned M d Medi dia What We Learned
14 Social Media Campaign What We Learned
Influencer Marketing What We Learned
Influencer Marketing What We Learned
Influencers: Key Learnings • Your goals drive who you pick – National coverage? Grow your community? – Epic photography? Content? Not Scie ient ntific ific Infl Influe uence equa uatio ion n = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers What We Learned
Influencers: Our Strategy • 7W: Inspire + educate; audience growth; epic photography. • Bounty: Tell a deeper story; earned media & audience growth What We Learned
Measure Your Goals What We Learned
Measuring Impact (Engagement) What We Learned
Sharing Their Awe What We Learned
Measuring Impact (Earned Media) 15 posts to-date; 3.6 .6 mil illio ion im impr pressio ions What We Learned
Narrative for Owned Media What We Learned
Influencers: Encourage Surprise & Serendipity What We Learned
Influencers: Partner Engagement What We Learned
Influencers: Other Learnings • Budget & Time allocation • Up and coming + locals vs national stars • Collaborate on itinerary building • Negotiate all uses upfront What We Learned
27 Partnerships & Likeminds GREATER Portland What We Learned
What We Learned
29 Reuse Content What We Learned 29
Mobile 2014: 44% of sessions are mobile (Phone + Tablet) What We Learned
But New Metrics Are Emerging… What We Learned
Badging • Moving from the digital to the physical space is highly engaging to consumers • Particularly when you can “badge” fans/explorers with unique (not for sale) items What We Learned
Let’s hit the trail again.
The 7 Wonders Toolkit
TIMELINE • 12/20 Creative Finalized • 1/15 Media Plan Finalized • 1/20 Initial Toolkit Released • 3/1 Campaign Launch • March & Beyond – Toolkits for each pulse 7 Wonders Toolkit
KEY COMPONENTS OF 2014 TOOLKIT • Media Plan • Creative Assets – Style Guide • Photos • Logos • Social Media Plan – Influencer Information – Sweeps Information • Informational “how to” links • Talking Points for Front Line Staff 7 Wonders Toolkit
7 Wonders Toolkit
Information from Toolkit Communication sent to followers 7 Wonders Toolkit
Post created by Influencer 7 Wonders Toolkit
INFLUENCER STORIES 7 Wonders Toolkit
7 Wonders Toolkit
7 Wonders Toolkit
7 Wonders 2015
MESSAGING GUIDELINES 7 Wonders Toolkit
WHAT TO PLAN FOR • Hold space in your content plan. – We have these assets now. How can we help? • Review the 7 Wonders with your members – how can your region/area leverage the campaign? • Update your listings – Visit the Industry site – Connect with your RDMO – are they using the Orb? – E-mail Orb@TravelOregon.com 7 Wonders Toolkit
Ideas? What do you need?
Destination Development
DEVELOPING OREGON’S AGRITOURISM PRODUCT Given Oregon’s rich history in agriculture and the rise in demand for experiential travel, the state is poised to develop agritourism – a promising niche particularly in rural communities. Destination Development
OREGON AGRITOURISM WORKING DEFINITION Agritourism is a collection of visitor attractions based on experiencing the working landscape, including things such as tasting wine on a vineyard, horseback riding at a private ranch, or smelling tulips at the farm hosting the Tulip Festival. Destination Development
AGRITOURISM DEVELOPMENT 10-YEAR VISION Oregon is recognized as a world-class destination for interesting, • educational, fun and life-changing food and farm-based experiences. Visitors find diverse, accessible and high quality opportunities to experience • excellent food and bountiful landscape throughout the whole state. Easy for Oregon visitors to explore, dine and experience life on a farm, and • to connect agritourism experiences with other nearby visitor experiences. While agriculture remains the primary function of farms and ranches, • exposure to visitors through agritourism enhances these operations. The success of agritourism brings increased prosperity to Oregon • communities. Destination Development
IMPROVING AGRITOURISM MARKET VISIBILITY Destination Development
Destination Development
Destination Development
Destination Development
Destination Development
Destination Development
Destination Development
ADD & IMPROVE YOUR REGION’S AGRITOURISM LISTINGS Adding agritourism product to the Orb? Make sure to tag the new categories: “Farm and Farm Stays” or • “Ranch and Ranch Stays.” • Stay tuned for RDMO Callouts later this month! Regional info coming your way to help you: Connect with agritourism businesses in your region and • Enhance listings with great descriptions and photographs. • Destination Development
AGRITOURISM DEVELOPMENT INFO & CONTACTS Online Industry.TravelOregon.com/Agritourism Destination Development Team Nastassja “Staj” Pace Staj@TravelOregon.com The Orb Bryant Marban Bryant@TravelOregon.com Destination Development
Travel Oregon Forever Turn Your Oregon Journey into a Legacy
Travel Oregon Forever Network: Purpose: With your help, we can help make Oregon a better place to live and visit, now and forever The purpose of the Travel Oregon Forever network is to encourage and support tourism businesses and organizations to operate in a more sustainable manner by providing tools that encourage destination stewardship.
Travel Oregon Forever Network: Participating Businesses
Travel Oregon Forever Network: The Oregon Travel Philanthropy Fund
Travel Oregon Forever Network: The Oregon Travel Philanthropy Fund • Give back to your State • Educate your customers • Turnkey sustainability programming • Foster community collaboration
Travel Oregon Forever Network: The Oregon Travel Philanthropy Fund 2014-2015 Project Beneficiaries: • Oregon Coast | The Nature Conservancy Netarts Native Oyster Restoration Plan • Greater Portland |The Human Access Project Audrey McCall Beach • Willamette Valley | Camas Country Mill School House Project • Southern Oregon | US Bureau of Land Management and The Nature Conservancy Table Rock Interpretive Plan • Central Oregon | Bend Paddle Alliance Bend Whitewater Park • Mt. Hood / Columbia River Gorge | Hood River Area Trail Stewards Seven Streams Trail Development • Eastern Oregon | The Fossil Educational Foundation Native Plant Park .
The Funds’ Social Media & Marketing Toolkit: Take advantage & let your business stand out! Join the Fund and utilize the new Oregon Travel Philanthropy • Fund Social Media & Marketing Toolkit. Toolkit includes: • Short consumer video • Stunning images and pre-crafted copy • All to help you maximize your marketing and outreach • on Facebook, Twitter and Instagram
Video
Travel Oregon Forever Network: The Oregon Travel Philanthropy Fund • Jupiter Hotel – Started April 2012 – Participation a no brainer – Community involvement without getting dirty
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