Travel Oregon Ad Accountability

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


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™


5

Client base throughout North America

Research programs conducted in U.S., Canada, U.K., Japan,

Mexico, Germany, Argentina, Brazil, and Colombia

Travel Clients

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http://www.arizonaguide.com/home.asp

http://www.virginia.org/home.asp

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


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


Farming Experience

Percent Who Strongly Agree


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


Farming Experience


Oregon Competitors*

* Competitors include: Idaho, Washington State, British Columbia, Colorado, Montana, California


17


— 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 place everyone should visit at leastonce

An exciting place

A real adventure


Oregon Competitors


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


19


— Adult Vacation

52

53

51

56

58

54

0 20 40 60 80 100

Adult Vacation




Oregon Competitors


20


Adult Vacation

73

62 57

54 52

49

39

0

20

40

60

80

100


WashingtonState


Perc

ent

Wh

o S

tro

ngl

y A

gree


21


— 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


Oregon Competitors


22


Family Atmosphere

74

52 50 47 46

42

37

0

20

40

60

80

100


WashingtonState


Perc

ent

Wh

o S

tro

ngl

y A

gree


23


— Worry Free

57

57

54

54

0 20 40 60 80 100

Worry Free

A great place to unwind and disconnect


Oregon Competitors


24


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


25


— 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


Oregon Competitors


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Unique

54

48 46 45 43

39 38

0

20

40

60

80

100


WashingtonState

Montana Oregon Colorado Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


27


— 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


Oregon Competitors


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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


29


— Popular

34

41

32

29

39

52

33

33

0 20 40 60 80 100

Popular


I search out information aboutthis place

I often notice advertising for thisplace


Oregon Competitors


30


Popular

64

42 41

34 34

27 25

0

20

40

60

80

100


WashingtonState


Perc

ent

Wh

o S

tro

ngl

y A

gree


31


— Climate

36

36

38

38

0 20 40 60 80 100

Climate

Excellent climate overall


Oregon Competitors


32


Climate

74

36 36 35 32

25 24

0

20

40

60

80

100


Oregon WashingtonState

Colorado Idaho Montana

Perc

ent

Wh

o S

tro

ngl

y A

gree


33


— 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


Oregon Competitors


34


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


35


— 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


Oregon Competitors


36


Luxurious

65

51 49 47 45

31 31

0

20

40

60

80

100


Colorado WashingtonState

Oregon Montana Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


37


— 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


Oregon Competitors


38


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


39


— 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


Oregon Competitors


40


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


41


— 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


Oregon Competitors


42


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


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 beaches

Excellent fishing


LGBT-friendly destination

Difference in Percent Who Strongly Agree


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 museums/art galleries

An exciting place



Interesting cities

Great for golfing


Great for surfing


Difference in Percent Who Strongly Agree



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


Farming Experience


Recent Visitors* Never Visited

Oregon’s Product vs. Image

* Visited in past two years


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



Great for touring wineries

A place everyone should visit at least once

Truly beautiful scenery

Exceptional coastal scenery



Great for camping


Difference in % Who Strongly Agree – Recent vs. Non-visitors

Oregon’s Main Product Strengths

vs. Image



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




Great for touring by car

Noted for its history

LGBT-friendly destination

Excellent State/National Parks

Interesting festivals/fairs/events




vs. Image



15

15

15

15

14

14

14

14

14

14

14

14

14

0 20 40 60


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



vs. Image



13

13

13

13

12

12

12

12

12

12

12

12

11

0 20 40 60


Excellent climate overall


Great for surfing

Picturesque, wholesome farming country

Leader in green and sustainable practices

Interesting Native American cultures

Great casino gaming


Great for farm vacations

Great for theater and the arts

Excellent fishing

Great for viewing wildlife/birds



vs. Image



11

11

10

10

10

9

9

9

9

8

8

8

8

0 20 40 60

Interesting customs and traditions



Great place for a conference/convention

Interesting small towns/villages


I often notice advertising for this place

A great place to unwind and disconnect

Great for golfing

Unique local cooking


Excellent shopping

Interesting antiques/unique crafts



vs. Image



Oregon’s Product Weaknesses vs.

Image

No Product Weaknesses

vs. Image

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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


Farming Experience


Aware* Unaware

Impact of Advertising on Image

Total Regional Market

*Saw at least one ad


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



A place everyone should visit at least…



An exciting place




A real adventure


Aware* Unaware

Impact of Advertising on Oregon’s

Hot Buttons

*Saw at least one ad


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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

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The Bottom Line

Spending ROI $237

Tax ROI $11

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Every $1 invested in the campaign generated

$237 in visitor spending

$11 in local/state taxes

Travel Oregon Ad Accountability

Travel

Transcript of Travel Oregon Ad Accountability