Best Practices for Brewery Guilds and Tourism Organizations - OR

Transcript

1. TRAVEL OREGON 101 MARKETING TIPS & TRICKS 03.28.17
2. OUR VISION: A better life for Oregonians through strong, sustainable local economies. OUR MISSION: We inspire travel that drives economic development. Through innovation and partnerships, we share the stories of Oregon’s people and places, ensuring the preservation of Oregon’s way of life and natural places.
3. • Continue to engage consumers in the Oregon brand • Breakthrough market clutter by focusing our messages • Engage in conversations with consumers who identify with the Oregon mindset • Leverage fans of Oregon MARKETING OBJECTIVES
4. A GREAT BRIEF WITH A WELL STATED PROBLEM CLEAR + GROUNDED COMMUNICATION OBJECTIVES INTERESTING + INSPRIING THINKING ABOUT HOW THE COMMUNICATIONS WILL LEAD TO THE OBJECTIVES A BIG IDEA
5. Every strategy should have: TO…(the problem you are trying to solve) BY…(the solution for solving the problem)
6. If the problem is “how do we get to the top of the mountain?”, the strategy is the route that gets you there. And there are many routes to the top of the mountain.
7. TO: get to the top of the mountain BY: taking the north-facing route
8. If you just have a TO… then you just have a problem.
9. If you just have a BY… you are just wandering around.
10. TARGET ACTIVE ADVENTURER § Traveled 2+ times domestically in last 12 months for vacation exclusively § They participated in 1+ of the listed leisure activities in the last 12 months § They participate in any of the listed sports § Ideal vacation is full of activities, exercise, dining and sightseeing and they tend to avoid guided and/or group tours LEISURE ACTIVITIES § Attended an art gallery § Went to the beach § Dined Out § Camped Overnight SPORTS § Mountain Biking § Canoeing / Kayaking § White Water Rafting § Skiing / Snowboarding § Surging / Winder surfing § Hiking / Backpacking § Golf
12. Campaign Goal ENCOURAGE PEOPLE TO TRAVEL TO THE 7- WONDERS OF OREGON & ENJOY THE BOUNTY THE STATE HAS TO OFFER UTILIZE A PASSPORT TO TELL AN IN-DEPTH CULINARY STORY OF EACH WONDER AND HOW BEST A FOODIE CAN EXPERIENCE THEM
13. 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
17. WHAT WE’VE LEARNED • Images drive clicks • Scenic photos/familiar photos performed best • For video content, keep important messaging at the beginning • If you don’t have budget to promote, should you make it?
18. KEY TAKEAWAYS • Before every marketing action confirm “what is the problem we’re trying to solve” • Confirm audience – for a particular message it may just be a portion of your target • Utilize different assets to drive different action
19. THANK YOU