RCMP PlanCENTRAL OREGON

FY 2015-16

END of YEAR RECAPJuly 31, 2016

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Central Oregon

July 31, 2016

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Central Oregon: ObjectivesA. International Marketing Alignment: Build awareness for Central Oregon

and grow international visitation from key golf and ski markets; Canada, Australia and New Zealand

A. Generate earned media for Central Oregon in the top tier destination markets (western US and Canada)

B. Enhance commercial air service development from the SFO, LAX and PHX markets

C. Support domestic and international Visitor Inquiry Fulfillment via TORP participation

D. Support Regional Convene and Communicate resources

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Objective A: International Marketing Alignment: Build awareness for Central Oregon and grow international visitation

TACTICS/STRATEGIES RATIONALE/EXPECTED OUTCOME#1. Trade Shows-Attend Go West, IPW and IAGTOEoY Recap: @78 total viable leads generated from Go West, IPW & IAGTO. Central Oregon hopes to receive commitment of the annual IAGTO (International Association of Golf Tour Operators) North American Convention to be held in Sunriver in 2018.

Aligns with Travel Oregon program to provide greater presence with trade and generate leads from Tour Operators

Outcome: Generate 25 leads per show with Tour Operators for a total of 75 new product opportunities.

#2. Research Trips-Host 5 travel trade research tours from targeted markets in Canada, Australia, New Zealand and EuropeEoY Recap: 17 Travel Trade groups, with 36 Businesses visited in-region. Known C.O. new product offerings by C-Trip (CHN), Globus, LT Tours, ITG (NET) & Bonotel.

Research FAM tours correlate to measurable growth in tour product in our key markets. Emphasis on research trips will help grow the number of itineraries in 2017 catalogues.

Outcome: Secure 5 new itineraries/product in catalogues

#3. Product Development-Develop product/itineraries/sales collateral to support Central Oregon’s golf, ski and outdoor productEoY Recap: Known C.O. new product offerings by Athlone Golf and Garmany Golf.

Seasonal synergy with the Canadian, AUS and NZ will create opportunity for measurable product development

Outcome: Secure 3 new itineraries/product in catalogues. 4

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Travel Product Catalogue Examples

Objective B: Generate Central Oregon Earned Media

STRATEGIES/TACTICS RATIONALE/EXPECTED OUTCOME#4. PR Pitches-Developing pitches around new product in outdoors, culinary, and heritage. -Proactively pitch media on regional stories and align them, where relevant/possible, with Travel Oregon themes & campaignsEoY Recap: Content Calendar developed by Marketing & Content Devl. Manager. 26 domestic and international media FAM groups hosted in Central Oregon FY2015-16 for pitching opportunities.

A pitch calendar for the entire year is designed to synergize content throughout our channels (PR pitches, blog, e-news) based on the defining stories identified for the region

Outcome: Develop and deliver at least 4 new story pitches to media per quarter and implement the new Cision content matrix on July 1, 2015

#5. Research Trips-Host 10 media on research visits

EoY Recap: 26 domestic and international media FAM groups hosted in Central Oregon. (See regional outcomes on next slide.)

Funds will be leveraged with COVA investment to host journalists on research trips that emerge from either our scheduled pitches or leads from Travel Oregon.

Outcome: Host 10 media, follow up on story leads

#6. PR Development-Implement the Cision content matrix

EoY Recap: Cision service used July 2015 – April 2016. Switched to Meltwater May 2016. Meltwater media database will be utilized in FY2017 for quarterly P/R pitching.

Initiate the Cision content matrix to track Earned Media as of July 1, 2105.

Outcome: Expert PR software resource works to track earned media, source key travel writers, distribute pitches, press releases and content on a consistent, monthly basis

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CULTIVATE DOMESTIC & INTERNATIONAL EARNED MEDIA

PUBLIC RELATIONS

Secure 2:1 match in Earned Media over Paid

Advertising

G O A L S

Achieved

7:1match

STRATEGIES/TACTICS RATIONALE/EXPECTED OUTCOME#7. Central Oregon Air Service Team (COAST) Marketing

- Leverage COVA’s significant marketing investment with a match toward the Small Communities Air Service Development grant for new, non-stop service to PHX.

EoY Recap: New RDM-PHX daily flights via American Airlines announced Feb. 2016. Service started June 2, 2016, after runway construction project completion.

Air travelers are a priority target as research indicates visitors flying to our destination stay an average of 5 – 8 nights and spend 34% more while on vacation.

COVA is a founding member of COAST, committed to regional development of commercial air service with inbound destination marketing.

Outcome: Mitigate the 2016 airport closure via destination and regional communications plan.

Implement inbound marketing strategy for new service from PHX.

#8. Annual meetings/conferences with Air Carriers serving RDM

-Attend B2B appointments with Alaska, United, Delta, SkyWest and American-Attend JumpStart

EoY Recap: Airline carrier HQ meetings were conducted with all RDM commercial carriers completed in Q1 & Q2.

COAST manages airline relationships with face to face meetings with each carrier at least once per year. This is accomplished with headquarters meetings and via attendance at the annual airline conference, JumpStart.

Outcome: Complete annual meetings with the five carriers serving RDM to negotiate continuation and expansion of commercial air service.

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Objective C: Enhance air service from SFO, LAX and PHX destination markets

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Phoenix - Scottsdale, Arizona (April 1 – June 30)Create a successful campaign focused in the Greater Phoenix Area, to create awareness and promote Central Oregon as the preferred vacation destination to support new, daily non-stop air service.

NEW MARKET DEVELOPMENT

G O A L SIncrease awareness of CentralOregon as a vacation destination.

Register 7,500 new sessions from Arizona (FY15 had total PHX sessions of 1,319)

TO TA L I M P R E S S I O N S

3,110,000

S E S S I O N S

7,657

STRATEGIES/TACTICS RATIONALE/EXPECTED OUTCOME

#9. Increase print quantity of the Official Central Oregon Visitors Guide to include participation in the Travel Oregon Regional Pack fulfillment program

EoY Recap: Qty. 110,000 copies of the 2016 Official Central Oregon Visitors Guide were published in Dec. 2016 to accommodate increased distribution demand.

81% (88,954) of Visitor Guides were distributed through TORP & non-TORP fulfillment as of June 30, 2016.

Quantity of 2017 Official Central Oregon Visitors Guide will be increased by 5% to production of 115,000 due to increased fulfillment demand.

COVA’s digital marketing and web content development has increased the demand for our print Official Central Oregon Visitors Guide.

The 2016 print run of the Official Central Oregon Visitors Guide will be increased by 10,000 copies and COVA will distribute the regional fulfillment piece to all visitor information inquiries

COVA leverages this investment with matching funds.

Outcome: 10% increase in collateral fulfillment distributed

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Objective D: Support domestic and international Visitor Inquiry Fulfillment via TORP

STRATEGIES/TACTICS RATIONALE/EXPECTED OUTCOME#10. Establish a Marketing Coordinator position to help support the Regional Convene and Communications requirements for Travel Oregon alignment

EoY Recap: Industry Relations position filled by Kristine McConnell, Q2 2015. Engagement with River Canyon Country Stakeholders will continue in FY2017, and for Newberry Country RTS, along with the other RCTP FY2017 Objectives.

The Marketing Coordinator will support the communications and coordination of all research trips for the region. (FYI: In 2015 COVA facilitated 48 FAM’s, of which 20 were Tour Operator based and 28 were Media based. 422 total FAM attendee’s were hosted)

Outcome: Consistent itinerary development. Secure accommodations, activities and meals; develop site tours, hospitality and entertainment for media, travel writers, wholesale tour operators and group meeting planners.

#11. Comprehensive Regional engagement and alignment with Travel Oregon

EoY Recap: Regional Stakeholders meeting held in collaboration with Travel Oregon – Jan. 29th; River Canyon Country – Feb. 18th; Regional Stakeholders Update – April 4. 100% attendance at OTC, RCMP and RDMO meetings.

Outcome: Central Oregon staff will attend all OTC and RDMO meetings, conference calls, webinars, to insure fluid communication and leveraging of resources

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Objective E: Regional Convene & Communicate investment

• The tourism region of Central Oregon lies on the eastern side of Oregon’s Cascade Mountains, consisting of Deschutes, Jefferson, Crook and So. Wasco Counties.

• The Central Oregon Visitors Association (COVA) has been appointed by the members of the Central Oregon RCMP Stakeholders Committee as the tourism entity to contract with Travel Oregon to represent the region.

• The RCMP Committee Stakeholders represent the depth of the Central Oregon tourism industry and includes:– Bend Chamber Sandy Stephenson, interim Executive Director – Central Oregon Visitors Association Alana Hughson, CEO

Mike Patron, VPJoey Hamilton, Director of MarketingTed Taylor, Content & Communications ManagerKristine McConnell, Industry Relations Manager

– La Pine Chamber Ann Gawith, Executive Director– Madras / Jefferson County Chamber Joe Krenowicz, Executive Director– Maupin Chamber Cristie Amaral, Chamber Coordinator; – Prineville / Crook County Chamber Casey Kaiser, Executive Director – Redmond Chamber & CVB; Terrebonne

& Crooked River Ranch Eric Sande, Executive Director – Sisters Area Chamber Judy Trego, Executive Director– Sunriver Chamber Kent Elliott, Executive Director– Visit Bend Kevney Dugan, CEO

• The Central Oregon RCMP Stakeholder Meetings take place semi-annually with electronic updates and communications monthly. Intra-region communication is facilitated by conference call and email with monthly industry eNewsletters to the RCMP Stakeholders and industry partners across the region.

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RCMP Committee & Process