travel oregon marketing case study october 13, 2010
TRANSCRIPT
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Travel OregonMarketing Case Study
October 13, 2010
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What I’ll cover
• What is Travel Oregon?
• Our process for planning
• An overview of our marketing strategy– How we communicate our brand– Evolution of our marketing
• Some tactics and learnings
• Travel Oregon website
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Travel Oregon
The Oregon Tourism Commission dba Travel Oregon is the official state agency charged with encouraging economic growth to enhance the quality of life in Oregon through a strengthened economic impact of tourism throughout the state.
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Why Tourism Matters To Oregon
2009
•$8.4 billion in visitor expenditures annually
•$2 billion in payroll and earnings annually
•$300 million in state and local taxes annually
Tourism = One of Oregon’s top export-oriented industries
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Our Key Objectives
#1 Maximize the return on public and private investments in tourism.
#2 Drive year-round travel from visitors in our domestic target audience and lengthen their average stay by encouraging them to be destination-oriented in this state.
#3 Drive online marketing leisure visitors to Oregon from our primary international target markets: Germany, UK, Japan, Canada, and European and Asian feeder markets.
#4 Provide leadership and support through collaboration with local, regional, national, tribal and private-industry tourism entities.
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Target Audience
• Travel Oregon target: – A25-64 who spend $1000+ on travel/year– Geotarget
• Primary: No.CA, WA, OR, ID • Secondary: So CA, NY
Source: MRI Doublebase 2009
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Creative Strategy
Our core brand values are:
Genuine. Visionary. Stewardship.
Oregon is a refuge for applied idealism, It’s a place for dreamers. It’s a place with a unique voice, a sense of humor, and a drive to do things differently. It’s a place of authenticity, of intimacy, of stories
We try to inspire travel to our state by telling the stories of Oregon dreamers
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Planning Process Overview
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We Evolved Our Campaign (’09)• The Market:
– Travelers taking shorter, closer-to home vacations. Weekend warriors. Road trips
– Compression of planning cycle– Explosion of online travel planning / user generated tips – desire to discover local
gems and tips from other travelers– Print declining
• Research:– Longwoods: ad accountability told us that our advertising’s positive impact on
our image was greater with those who were farther away. How can we drive deeper consideration for those closer to home?
– Recommendation was that being more specific, while maintaining brand positioning/voice, will have positive impact on image & trip generation
– I already know and love Oregon – show me specific ways to love her better– Surprise and inspire travelers with actual things they can see and do in a place
they think they may already know• Industry:
– Saw other destinations (and a granola company!) copying our campaign– Our campaign had been running for 5 years – with a lot more weight than pre
2004
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From: Book of Oregon
• Primarily print based (90%)• Timing across the year• Covering a range of niches
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To: a Two Pillar Strategy
• More online media (50%+)*• Timing focused in two
seasons: Fall and Spring• Covering two key niches*Note: media mix also includes some print
Fall Spring
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Online Marketing Tactics:
• Banner Ads
• Enewsletters
• Facebook Marketing
• TravelOregon.com
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Banner Ads:
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New Expandable Banner Ad:
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New Expandable Banner Ad (cont.):
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Email Blasts:
Outside Golf
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Facebook Marketing:
We developed an Oregon Bounty branded Facebook tab
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Facebook Ads:
Strong call-to-action General Message
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Website—TravelOregon.com:
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Thank you