7 Wonders Recap · Reasons to visit the 7 Wonders that appeal to a specific interest, e.g., golf....

1

7 Wonders Recap

2

7 Wonders Recap 2

Inspiring Travel

3

7 Wonders Recap

Responses

7 Wonders Campaign

Scenic Byways

4

7 Wonders Recap

Highest Response

Ever

Second Highest Response Ever

Third Highest Response Ever

Responses

7 Wonders Campaign

Scenic Byways

7 Wonders Recap

New Oregon Fans 120,000

7 WONDERS 2015

WE ARE GOING TO DO TWO THINGS TO MEET THIS GOAL

Reasons to visit the 7 Wonders that appeal to

everyone. “I really want to see that

Wonder.”

Reasons to visit the 7 Wonders that appeal to a specific interest, e.g., golf. “I want to play golf at that

Wonder.”

Broad inspiration for the 7 Wonders

Passion inspiration for the 7 Wonders

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

What We Learned

7 Wonders Strategy

11

What We Learned

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

7 Wonders Timing & Channels

What We Learned

Phase 1 Phase 2

Phase 3

13 Unfolding Wonders: Owned + Social Tell Deeper

Story Serve up

Inspiration Channel Inspiration

Into Action

Phase 1 (Influencer Tour )

Paid Media (TV, Cinema) (Search) (YT/Online)

Phase 2

(Surprise & Delight)

Phase 3 (Sweeps)

Soci

al /

PR

What We Learned

Owned Media (TO.com; ROR.com)

14

What We Learned

Social Media Campaign

What We Learned

Influencer Marketing

Influencers: Key Learnings

• Your goals drive who you pick – National coverage? Grow your community? – Epic photography? Content?

What We Learned

Not Scientific Influence equation = Audience Reach (# of followers) x Brand Affinity (expertise and credibility) x Strength of Relationship with Followers

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

What We Learned

Sharing Their Awe

Measuring Impact (Earned Media)

What We Learned

15 posts to-date; 3.6 million impressions

What We Learned

Narrative for Owned Media

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

What We Learned 29

Reuse Content

What We Learned

Mobile

2014: 44% of sessions are mobile (Phone + Tablet)

What We Learned

But New Metrics Are Emerging…

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 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 [email protected]

7 Wonders Toolkit

mailto:[email protected]

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.


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.


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.


IMPROVING AGRITOURISM MARKET VISIBILITY


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.


AGRITOURISM DEVELOPMENT INFO & CONTACTS

Online Industry.TravelOregon.com/Agritourism

Destination Development Team

Nastassja “Staj” Pace [email protected]

The Orb

Bryant Marban [email protected]




Travel Oregon Forever Turn Your Oregon Journey into a Legacy

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:

Purpose: With your help, we can help make Oregon

a better place to live and visit, now and forever

Travel Oregon Forever Network: Participating Businesses

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

• Jupiter Hotel – Started April 2012 – Participation a no brainer – Community involvement without getting dirty


A voluntary $1 donation to the Oregon Philanthropy Fund will be added to your account per night of your stay. This donation benefits ecologically sustainable projects for Oregon. Please notify the front desk if you do not wish to donate.


• Standard Verbiage: – On your account, I show room, tax,

parking and the one dollar per night donation to the Oregon Philanthropy fund. Shall I leave that on your American Express?


• 2013 Hotel Jupiter Numbers – 24750 room nights – $15864.00 collected for the OTPF – 64.09% participation rate – Not charged to FIT/Tours, Large Groups, Buyouts – Adjusted off if guest is hesitant or unsure – Corporate clients – offer to place on SubFolio with

incidentals



Sustainable Business Challenge With your help, we can help make Oregon a better place

to live and visit, now and forever

• Tourism-related businesses committed to environmentally and socially responsible practices can increase their marketing exposure through Travel Oregon’s channels

• Visitors interested in leaving a lighter footprint can find and frequent sustainable businesses


Sustainable Business Challenge

Accepts:

And more!

Businesses:

Become a Part of the Travel Oregon Forever Network…

Standing Stone Brewing Company

Look for the Travel Oregon Forever leaf logo on TravelOregon.com and in

the official Oregon Visitor Guide!

Complete the Sustainable Business Challenge and fill out an interest form for the Oregon

Travel Philanthropy Fund on

TravelOregonForever.com

Travel Oregon Forever Network: Participate Today!

Please contact Harry Dalgaard for more information about Travel Oregon Forever

[email protected] 971-717-6202

Travel Oregon Forever Network


7 Wonders Recap · Reasons to visit the 7 Wonders that appeal to a specific interest, e.g., golf....

Documents

Transcript of 7 Wonders Recap · Reasons to visit the 7 Wonders that appeal to a specific interest, e.g., golf....