Post on 14-May-2015
description
Oregon
Fall 2012/Spring 2013
Advertising Evaluation and Image Study
Oregon Governor’s Conference on Tourism
April 28, 2014
Tom Curtis
Longwoods International
3
Established in 1978 as
consultancy-focused
research company
Tourism since 1985
9,000 interviews –
changing Canada’s
image
Longwoods International
4
Today Travel USA®
200,000 interviews of Americans annually on-line
Employed by States, CVBs, industry associations, hotels, cruise
lines, to assist in the planning of their tourism marketing efforts.
We specialize in integrated research programs:
Visitor tracking and profiling
Image and branding
Accountability/communication effectiveness - Longwoods
R.O.EYE™
Longwoods International
5
Client base throughout North America
Research programs conducted in U.S., Canada, U.K., Japan,
Mexico, Germany, Argentina, Brazil, and Colombia
Non-Travel Clients
7
Peer Awards
8
TTRA
MRIA
“Best Practices in
Tourism,” Dr. Rich Harrill
ARF – David Ogilvy Award
Background
Longwoods International was engaged by Travel
Oregon to undertake an evaluation of Travel
Oregon’s Fall 2012 and Spring 2013 tourism
advertising campaigns.
The program consisted of two individual
campaigns: Fall Bounty and Spring Outdoor
Adventure.
9
Background
Bounty appeared on TV and online, while Outdoor
Adventure was on TV, online and print.
Oregon’s advertising markets included:
Oregon, Idaho, Washington, California and Vancouver,
B.C.
• Campaign spending totaled $1.8 million.
10
11
The study was conducted among a representative
sample of adult travelers (18+) residing in Oregon’s
advertising markets.
‘Travelers’ means respondents had taken a day and/or overnight
pleasure trip anywhere in the past 3 years and intend to take
another in the next 2 years.
The survey was conducted via a major online consumer
panel which is demographically balanced to represent
the population in the markets surveyed.
1,596 individuals responded to the research
Research Method
Travel Motivators
Travel Motivators
Exciting
Adult Vacation
Family Atmosphere
Worry Free
Unique
Sightseeing
Popular
Climate
Entertainment
Luxurious
Affordable
Sports and Recreation
Farming Experience
Relative Importance*
Importance
Base: Residents of Oregon’s Regional Advertising Markets
13
Oregon’s Hot Buttons
Base: Residents of Oregon’s Regional Advertising Markets
14
Top 10 Hot Buttons
I'm inspired to visit this place
A fun place for a vacation
A place everyone should visit at least once
Lots of things to see and do
Great for a family vacation
An exciting place
Great for an adult vacation
Good for a couples getaway
Popular with vacationers
A vacation there is a real adventure
Oregon's Image vs. the
Competition
Oregon's Image
47
52
46
57
43
53
34
36
39
45
53
50
51
0 20 40 60 80 100
Exciting
Adult Vacation
Family Atmosphere
Worry Free
Unique
Sightseeing
Popular
Climate
Entertainment
Luxurious
Affordable
Sports and Recreation
Farming Experience
Percent Who Strongly Agree
Base: Residents of Oregon’s Regional Advertising Markets
16
Oregon's Image vs. The Competition
47
52
46
57
43
53
34
36
39
45
53
50
51
52
56
51
54
45
51
39
38
40
46
47
52
45
0 20 40 60 80 100
Exciting
Adult Vacation
Family Atmosphere
Worry Free
Unique
Sightseeing
Popular
Climate
Entertainment
Luxurious
Affordable
Sports and Recreation
Farming Experience
Percent Who Strongly Agree
Oregon Competitors*
* Competitors include: Idaho, Washington State, British Columbia, Colorado, Montana, California
Base: Residents of Oregon’s Regional Advertising Markets
17
Oregon's Image vs. The Competition
— Exciting
47
44
51
54
39
47
52
46
55
58
48
53
0 20 40 60 80 100
Exciting
I`m inspired to visit this place
A fun place for a vacation
A place everyone should visit at leastonce
An exciting place
A real adventure
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
18
Oregon's Image vs. the Competition —
Exciting
68
56 54
48 47 47
38
0
20
40
60
80
100
California BritishColumbia
WashingtonState
Colorado Oregon Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
19
Oregon's Image vs. The Competition
— Adult Vacation
52
53
51
56
58
54
0 20 40 60 80 100
Adult Vacation
Great for an adult vacation
Good for a couples getaway
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
20
Oregon's Image vs. the Competition —
Adult Vacation
73
62 57
54 52
49
39
0
20
40
60
80
100
California BritishColumbia
WashingtonState
Colorado Oregon Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
21
Oregon's Image vs. The Competition
— Family Atmosphere
46
53
40
51
55
46
0 20 40 60 80 100
Family Atmosphere
Great place for a family vacation
Children would especially enjoy this place
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
22
Oregon's Image vs. the Competition —
Family Atmosphere
74
52 50 47 46
42
37
0
20
40
60
80
100
California BritishColumbia
WashingtonState
Colorado Oregon Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
23
Oregon's Image vs. The Competition
— Worry Free
57
57
54
54
0 20 40 60 80 100
Worry Free
A great place to unwind and disconnect
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
24
Oregon's Image vs. the Competition —
Worry Free
63
57 56 54
51 49 49
0
20
40
60
80
100
Montana Oregon BritishColumbia
WashingtonState
Idaho California Colorado
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
25
Oregon's Image vs. The Competition
— Unique
43
46
48
34
42
44
43
45
51
49
40
41
48
44
0 20 40 60 80 100
Unique
Unique vacation experience
Interesting local people
Interesting customs and traditions
Interesting antiques/unique crafts
Interesting Native American cultures
Unique local cooking
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
26
Oregon's Image vs. the Competition —
Unique
54
48 46 45 43
39 38
0
20
40
60
80
100
California BritishColumbia
WashingtonState
Montana Oregon Colorado Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
27
Oregon's Image vs. The Competition
— Sightseeing
53
50
55
57
45
36
52
41
70
60
65
43
68
47
51
57
55
54
52
44
49
46
70
62
61
36
46
37
0 20 40 60 80 100
Sightseeing
Lots of things to see and do Beautiful gardens/parks Great for touring by car
Interesting cities Excellent museums/art galleries Interesting small towns/villages
Noted for its history Truly beautiful scenery
Excellent State/National Parks Great for viewing wildlife/birds
Great beaches Exceptional coastal scenery
Great for whale watching
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
28
Oregon's Image vs. the Competition —
Sightseeing
71
56 55 53
43 43
36
0
20
40
60
80
100
California WashingtonState
BritishColumbia
Oregon Montana Colorado Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
29
Oregon's Image vs. The Competition
— Popular
34
41
32
29
39
52
33
33
0 20 40 60 80 100
Popular
Popular with vacationers
I search out information aboutthis place
I often notice advertising for thisplace
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
30
Oregon's Image vs. the Competition —
Popular
64
42 41
34 34
27 25
0
20
40
60
80
100
California BritishColumbia
WashingtonState
Colorado Oregon Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
31
Oregon's Image vs. The Competition
— Climate
36
36
38
38
0 20 40 60 80 100
Climate
Excellent climate overall
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
32
Oregon's Image vs. the Competition —
Climate
74
36 36 35 32
25 24
0
20
40
60
80
100
California BritishColumbia
Oregon WashingtonState
Colorado Idaho Montana
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
33
Oregon's Image vs. The Competition
— Entertainment
39
49
41
37
35
43
28
42
40
46
44
41
38
40
30
39
0 20 40 60 80 100
Entertainment
Interesting festivals/fairs/events
Excellent shopping
Great for theater and the arts
Great for attending culinary events
Great for touring wineries
Great casino gaming
Great for storm watching
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
34
Oregon's Image vs. the Competition —
Entertainment
60
46 40 39
32 28
25
0
20
40
60
80
100
California WashingtonState
BritishColumbia
Oregon Colorado Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
35
Oregon's Image vs. The Competition
— Luxurious
45
41
50
39
44
52
46
52
46
47
42
41
0 20 40 60 80 100
Luxurious
First-class resorts/hotels
Interesting B&B`s/Inns
Elegant, sophisticated restaurants
Great selection of accommodationsthat use sustainable practices
Great local microbreweries and beer
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
36
Oregon's Image vs. the Competition —
Luxurious
65
51 49 47 45
31 31
0
20
40
60
80
100
California BritishColumbia
Colorado WashingtonState
Oregon Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
37
Oregon's Image vs. The Competition
— Affordable
53
55
61
52
45
47
56
47
41
45
0 20 40 60 80 100
Affordable
Offers a variety of accommodations
Not too far away to consider for avacation
Affordable to get to
Affordable to eat there
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
38
Oregon's Image vs. the Competition —
Affordable
60
53 50
45 44 41 40
0
20
40
60
80
100
California Oregon WashingtonState
BritishColumbia
Colorado Idaho Montana
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
39
Oregon's Image vs. The Competition
— Sports & Recreation
50
56
63
64
51
64
53
52
34
44
24
52
57
57
63
53
63
54
47
40
57
30
0 20 40 60 80 100
Sports & Recreation
Great place to attend outdoor recreation events…
Excellent fishing
Great for camping
Great place for rafting/kayaking
Good for hiking/backpacking
Great for mountain biking
Great for bicycling on roads
Great for golfing
Excellent snow skiing/snowboarding
Great for surfing
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
40
Oregon's Image vs. the Competition —
Sports & Recreation
65
53 50 50 50 49 45
0
20
40
60
80
100
California Colorado Oregon BritishColumbia
WashingtonState
Montana Idaho
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
41
Oregon's Image vs. The Competition
— Farming Experience
51
56
52
51
56
41
45
43
49
46
47
41
0 20 40 60 80 100
Farming Experience
Leader in green and sustainable practices
Picturesque, wholesome farming country
Great for locally-grown specialty foods
Great source for organically-grown food
Great for farm vacations
Percent Who Strongly Agree
Oregon Competitors
Base: Residents of Oregon’s Regional Advertising Markets
42
Oregon's Image vs. the Competition —
Farming Experience
53 51 49
44 43 42
36
0
20
40
60
80
100
California Oregon WashingtonState
Idaho Montana BritishColumbia
Colorado
Perc
ent
Wh
o S
tro
ngl
y A
gree
Base: Residents of Oregon’s Regional Advertising Markets
43
Oregon's Image Strengths vs. the
Competition
23
14
13
11
11
10
9
7
6
5
5
0 10 20 30 40
Exceptional coastal scenery
Not too far away to consider for a…
Leader in green and sustainable…
Great local microbreweries and beer
Affordable to get to
Great for whale watching
Great source for organically-grown food
Great beaches
Excellent fishing
Great for locally-grown specialty foods
LGBT-friendly destination
Difference in Percent Who Strongly Agree
Base: Residents of Oregon’s Regional Advertising Markets
44 Circled attributes are image hot buttons
Oregon's Image Weaknesses vs. the
Competition
-14
-11
-11
-9
-9
-8
-7
-7
-7
-7
-6
-6
-40 -30 -20 -10 0
Excellent snow skiing/snowboarding
First-class resorts/hotels
Popular with vacationers
Excellent museums/art galleries
An exciting place
Elegant, sophisticated restaurants
Lots of things to see and do
Interesting cities
Great for golfing
Children would especially enjoy this place
Great for surfing
Unique vacation experience
Difference in Percent Who Strongly Agree
Base: Residents of Oregon’s Regional Advertising Markets
45 Circled attributes are image hot buttons
Oregon’s Product Delivery
58
59
56
60
49
61
45
44
48
53
65
57
58
38
44
40
51
38
45
30
31
33
38
43
44
46
0 20 40 60 80 100
Exciting
Adult Vacation
Family Atmosphere
Worry Free
Unique
Sightseeing
Popular
Climate
Entertainment
Luxurious
Affordable
Sports and Recreation
Farming Experience
Percent Who Strongly Agree
Recent Visitors* Never Visited
Oregon’s Product vs. Image
* Visited in past two years
Base: Residents of Oregon’s Regional Advertising Markets
47
31
29
28
25
25
24
22
22
21
21
20
19
0 20 40 60
Great beaches
Not too far away to consider for a vacation
Affordable to get to
I`m inspired to visit this place
Great for touring wineries
A place everyone should visit at least once
Truly beautiful scenery
Exceptional coastal scenery
Great place for a family vacation
Good for a couples getaway
Great for camping
A fun place for a vacation
Difference in % Who Strongly Agree – Recent vs. Non-visitors
Oregon’s Main Product Strengths
vs. Image
Base: Residents of Oregon’s Regional Advertising Markets
48 Circled attributes are image hot buttons
18
17
17
17
17
17
16
16
16
16
16
16
16
0 20 40 60
Interesting B&B`s/inns
Offers a variety of accommodations
An exciting place
I search out information about this place
Lots of things to see and do
Popular with vacationers
Great for whale watching
Great for touring by car
Noted for its history
LGBT-friendly destination
Excellent State/National Parks
Interesting festivals/fairs/events
Great local microbreweries and beer
Difference in % Who Strongly Agree – Recent vs. Non-visitors
Oregon’s Main Product Strengths
vs. Image
Base: Residents of Oregon’s Regional Advertising Markets
49 Circled attributes are image hot buttons
15
15
15
15
14
14
14
14
14
14
14
14
14
0 20 40 60
First-class resorts/hotels
Great for mountain biking
Great selection of accommodations that use sustainable practices
Great place for rafting/kayaking
A real adventure
Interesting local people
Beautiful gardens/parks
Great for storm watching
Great place to attend outdoor recreation events (cycling, running,…
Interesting cities
Great for attending culinary events
Good for hiking/backpacking
Affordable to eat there
Difference in % Who Strongly Agree – Recent vs. Non-visitors
Oregon’s Main Product Strengths
vs. Image
Base: Residents of Oregon’s Regional Advertising Markets
50 Circled attributes are image hot buttons
13
13
13
13
12
12
12
12
12
12
12
12
11
0 20 40 60
Excellent snow skiing/snowboarding
Excellent climate overall
Unique vacation experience
Great for surfing
Picturesque, wholesome farming country
Leader in green and sustainable practices
Interesting Native American cultures
Great casino gaming
Great source for organically-grown food
Great for farm vacations
Great for theater and the arts
Excellent fishing
Great for viewing wildlife/birds
Difference in % Who Strongly Agree – Recent vs. Non-visitors
Oregon’s Main Product Strengths
vs. Image
Base: Residents of Oregon’s Regional Advertising Markets
51 Circled attributes are image hot buttons
11
11
10
10
10
9
9
9
9
8
8
8
8
0 20 40 60
Interesting customs and traditions
Great for locally-grown specialty foods
Children would especially enjoy this place
Great place for a conference/convention
Interesting small towns/villages
Great for an adult vacation
I often notice advertising for this place
A great place to unwind and disconnect
Great for golfing
Unique local cooking
Elegant, sophisticated restaurants
Excellent shopping
Interesting antiques/unique crafts
Difference in % Who Strongly Agree – Recent vs. Non-visitors
Oregon’s Main Product Strengths
vs. Image
Base: Residents of Oregon’s Regional Advertising Markets
52 Circled attributes are image hot buttons
Oregon’s Product Weaknesses vs.
Image
No Product Weaknesses
vs. Image
53
Impact of Advertising on Image
53
56
50
59
49
57
43
41
46
53
58
55
55
41
47
43
55
37
49
26
31
32
38
48
46
48
0 20 40 60 80 100
Exciting
Adult Vacation
Family Atmosphere
Worry Free
Unique
Sightseeing
Popular
Climate
Entertainment
Luxurious
Affordable
Sports and Recreation
Farming Experience
Percent Who Strongly Agree
Aware* Unaware
Impact of Advertising on Image
Total Regional Market
*Saw at least one ad
Base: Residents of Oregon’s Regional Advertising Markets
55
52
57
59
56
58
46
58
55
49
50
35
45
50
44
48
32
48
47
34
44
0 20 40 60 80 100
I`m inspired to visit this place
A fun place for a vacation
A place everyone should visit at least…
Lots of things to see and do
Great place for a family vacation
An exciting place
Great for an adult vacation
Good for a couples getaway
Popular with vacationers
A real adventure
Percent Who Strongly Agree
Aware* Unaware
Impact of Advertising on Oregon’s
Hot Buttons
*Saw at least one ad
Base: Residents of Oregon’s Regional Advertising Markets
56
Bottom Line Advertising Impacts
Incremental Trips, Spending and Taxes
Due to Advertising
2012/2013 Ad
Campaign
Ad Investment $1.8 Million
Incremental Trips 1.81 Million
Incremental Visitor Spending $425.4 Million
Incremental Taxes $19.0 Million
Regional Travel Market: Oregon, Idaho, Washington, California and Vancouver, B.C.
58 • Ad Investment excludes Production/Other Costs
• Visitor spending based on Longwoods’ Travel USA Avg. Per-Person Per-Trip Expenditures = $300.72 for overnight visitors; $138.26 for day visitors
• Effective Direct Tax rates 2.76% State and 1.7% Local
Incremental Trips Due to
Advertising
2012/2013 Ad
Campaign
Overnight Trips 1,082,000
Day Trips 723,500
Total 1,805,500
59
The Bottom Line
Spending ROI $237
Tax ROI $11
60
Every $1 invested in the campaign generated
$237 in visitor spending
$11 in local/state taxes