Willamette Valley Oregon Wine Country FY July 1, 2015

Transcription

1 Willamette Valley Oregon Wine Country FY July 1, 2015

2 Willamette Valley: Objectives A. Build awareness for the Willamette Valley as a premier travel destination through consumer marketing B. Increase engagement with target audiences through inspirational content C. Build awareness for the Willamette Valley through earned media programs domestically and internationally D. Inspire visitors to travel to the Willamette Valley through the Oregon Wine Country visitor guide E. Grow domestic and international visitation through the Travel Trade

3 Objective A: Build awareness for the Willamette Valley as a premier travel destination through paid ad campaigns, consumer marketing & sponsorships STRATEGIES/TACTICS #1. Advertising -Leverage ad partnerships to increase the share of voice for Oregon Wine Country -Run a SEM campaign year-round to drive traffic to OregonWineCountry.org -Market videos developed in FY15 through online channels See Paid Advertising Flowchart for detail WVVA s media buy aligns with Travel Oregon s strategies to leverage their efforts and increase the share of voice for Oregon Wine Country. The plan includes: Travel Oregon co-ops in Fall (Oregon Bounty), Spring (7- Wonders) and Winter (Wintercation) Oregon Wine Board/Travel Oregon Alaska Airlines Magazine co-op in Fall (Wines Fly Free promotion) SEM year-round Video marketing Social Media: build fan base & increase engagement Brand USA (TBD) Travel Channel UK sponsorship (Jeni and Olly) Overall Outcome: -Specifics to be determined. (See Paid Advertising Flowchart for details)

4 Objective A (continued): Build awareness for the Willamette Valley as a premier travel destination through paid ad campaigns, consumer marketing & sponsorships STRATEGIES/TACTICS #2. Sponsorships -Sponsor Chef Station at Feast Portland s Grand Tasting Wine Terrace. -Sponsor Alaska Airlines Wines Fly Free program. The Willamette Valley Visitors Association will once again sponsor the Wine Terrace at the Grand Tasting event held at Pioneer Square on Friday and Saturday the 18th and 19th of September. We will feature chefs from each of the six destinations. In addition, we are in discussion with the Oregon Wine Board and Travel Oregon to do some co-op advertising in Alaska Airline Magazine and running a sweepstakes for a weekend in Wine Country. Outcome: -Increased recognition of the Willamette Valley as Oregon Wine Country. -Minimum of four stories resulting from the Feast Portland post tour.

5 Objective B: Increase engagement with target audience through inspirational content STRATEGIES/TACTICS #3. Content Development -Develop new content for all platforms (website, e-news, blogs & social media) that consistently reflects the region s key messages, brand and seasonal focuses. -Develop new content for Travel Oregon s website, visitor guide and blog. -Add 6+ images that support Wine PLUS Regular communication with fans is needed to maintain engagement. Fresh and diverse content and images not only engages visitors but is important to our industry partners and to driving SEO traffic to our website. The WVVA PR team, with coordination by the PR coordinator, will be responsible for this content. Individual DMOs will be responsible for updating events and listings through the ORB. Outcomes: - Maintain content calendar that reflects the region s brand and uses consistent messaging across platforms, prioritizing seasonal pitches and campaigns (website, e-news, blogs, social media, media pitch calendar). -Quarterly enewsletters/blog updates and daily posts to Facebook. -2x to 3x weekly posts on Instagram that reflect brand messaging and seasonal focuses. -trip itineraries on Oregon Wine Country and Travel Oregon websites images that support Wine PLUS themes

6 Objective C: Build awareness for the Willamette Valley through earned media programs domestically and internationally STRATEGIES/TACTICS #4. PR Pitches -Develop pitches around new product in wine, culinary and outdoor themes. -Proactively pitch media on regional stories aligned, where relevant/possible, with Travel Oregon themes & campaigns. -Build a content calendar for our region to help track stories. -Cultivate relationships with qualified journalists or freelancers covering food/wine/travel. Each year, in anticipation of the RDMO content meeting with Travel Oregon and in advance of the Oregon Visitor Information Training Conference, the WVVA PR team plans storyline pitches and synergizes content throughout our channels (PR pitches, blog, e-news). Outcomes: -Develop Editorial/Pitch calendar focused on major food, wine & travel pubs. -Develop and deliver at least four new story pitches to media per quarter. -WVVA represented at the Travel & Words Conference. - Membership in SATW. -- Deskside tours to meet with journalists or freelancers in 2-3 key markets.

7 Objective C (continued): Build awareness for the Willamette Valley through earned media programs domestically and internationally STRATEGIES/TACTICS #5. Fam Trips Coordinate Fam Trips, including those organized by Travel Oregon and their contractors that align with WVVA or individual DMO objectives. (note: Feast related strategies/outcomes can be found in Sponsorships Tactic #2) We believe it is critical to spread story ideas throughout the Willamette Valley, so have set aside $2,000 to each WVVA partner to host journalists that help us meet this need. Note: budget can be used for media or travel trade research trips (see Tactic #11). Outcome: -At least six stories are secured as a result of WVVA-supported media research trips.

8 Objective C (continued): Build awareness for the Willamette Valley through earned media programs domestically and internationally STRATEGIES/TACTICS #6. Public Relations/Project Manager The PR/Project manager coordinates the PR team, overseeing duties such as managing callouts and campaigns from Travel Oregon, content on Oregon Wine Country s website, blog and E-Newsletter, as well as coordinating press trips, identifying opportunities for the PR team to share resources, and coordinates other marketing/ promotional projects. WVVAs PR team, with representatives from each WVVA partner, works very well together, but coordination of their efforts is an extreme burden on the team leaders. The PR manager relieves some of this burden so that the PR team may concentrate on more direct outreach to media. Outcome: -Continue this position as a job share with the Albany Visitors Association.

9 Objective D: Inspire visitors to travel to the Willamette Valley through the Oregon Wine Country visitor guide. STRATEGIES/TACTICS #7. Reprint Oregon Wine Country Visitor Guide -Evaluate content and format and reprint guide. The Oregon Wine Country Visitor Guide is the primary print piece for the Willamette Valley Visitors Association. It is distributed widely to motivate travel to this region. Outcome: -Guide available for distribution before current supply is exhausted.

10 Objective D: Inspire visitors to travel to the Willamette Valley through the Oregon Wine Country visitor guide. STRATEGIES/TACTICS #8. Utilize leads from Travel Oregon -Participate in the TORP Program to fulfill leads for the Willamette Valley. -Fulfill additional leads with the interest of Wine. -Fulfill leads from ads, web requests and phone requests Travel Oregon leads are an easy and affordable way to reach highly qualified prospective visitors. Outcomes: -All of Travel Oregon s Willamette Valley leads are fulfilled through the TORP Program. All leads are invited to subscribe to the Oregon Wine Country enewsletter. -All additional mail leads are fulfilled with a WVVA co-op pack which includes the Oregon Wine Country guide and guides from participating WVVA partners.

11 Objective D: Inspire visitors to travel to the Willamette Valley through the Oregon Wine Country visitor guide. STRATEGIES/TACTICS #9. Distribute Visitor Guides -State Welcome Centers -Portland International Airport -Oregon Visitor Centers Visitors and Oregon residents who stop in at state and local visitor centers are eagerly looking for information to help influence their vacation. WVVA wants to make sure that the guide to Oregon Wine Country is easily available to them. Outcomes: -Maintain number of guides distributed.

12 Objective E: Grow domestic and international visitation through the Travel Trade TACTICS/STRATEGIES #10. Trade Shows & International Travel Trade Marketing -Attend ITB and IPW with Travel Oregon. -Take a sales team to British Columbia, Canada Aligns with Travel Oregon programs, and the needs of our region, to provide greater presence with trade and generate leads from Tour Operators and Receptive Operators. Outcome: Generate 50 leads from the three events. Note: WVVA partners will distribute leads to industry partners from all Travel Oregon and Oregon Tour & Travel domestic and international shows.

13 Objective E (continued): Grow domestic and international visitation through the Travel Trade TACTICS/STRATEGIES #11. Fam Trips Coordinate Fam Trips (travel trade & media) organized by Travel Oregon that align with WVVA or individual DMO objectives. By supporting Fam Trips, this will help grow future Travel Trade product. $2,000 is allocated for each WVVA partner with the hope of seeing communities throughout the Willamette Valley featured. Note: budget can be used for trade or media research trips. (See Tactic #5) Outcome: -Partners are positioned to each secure at least one new itinerary/catalog product based on Travel Trade marketing. -Participate in Travel Oregon Super Fam.

14 Objective E (continued): Grow domestic and international visitation through the Travel Trade TACTICS/STRATEGIES #12. Product Development -Identify product and develop print/online itineraries for use at trade shows. Update the list of group-friendly and receptive tour operator-friendly lodging properties willing to give net rates. Update the list of group-friendly restaurants. This approach is designed to highlight the entire Willamette Valley as a destination for exceptional wine experiences with supporting areas within Travel Oregon s pillars of Culinary and Outdoor Recreation. Update/refresh itineraries, group-friendly and FIT-friendly lodging properties and group friendly restaurants. Outcome: -This supports Tactics #10 and #11

15 PRINT ADVERTISING

16 PRINT ADVERTISING

17 PRINT ADVERTISING

18 RCMP Committee & Process The Willamette Valley region includes Benton, Linn, Marion, Polk, Yamhill and portions of Clackamas and Lane Counties. The region stretches from the crest of the Coast Range to the crest of the Cascade Range. RCMP Committees: Marketing is done by the entire WVVA Board led by Jeannine Breshears and Natalie Inouye. The Board (WVVA Partners) are represented by: Jeannine Breshears, Destination Marketing Manager, Clackamas County Tourism & Cultural Affairs Natalie Inouye, VP Tourism Marketing, Travel Lane County Jimmie Lucht, Executive Director, Albany Visitors Association Irene Bernards, Executive Vice President/Marketing & PR Director, Travel Salem Mary Pat Parker, Executive Director, Visit Corvallis Sheryl Kelsh, President/CEO, Chahalem Valley Chamber of Commerce

19 RCMP Committee & Process (continued) Public Relations is led by Jennifer Rouse. The committee includes: Stephen Hoshaw, Public Relations & Social Media Manager, Travel Lane County Annie Bailey, Communications & Public Relations Coordinator, Clackamas County Tourism & Cultural Affairs Kara Kuh, Public Relations Manager, Travel Salem Mary Pat Parker, Executive Director, Visit Corvallis Sherri Pagliari, Group Marketing & Media Relations, Albany Visitors Association Krista McCallum, Owner, 237 Marketing + Web on behalf of Travel Yamhill Valley

20 RCMP Committee & Process (continued) Tour & Travel is led by Meg Trendler. The committee includes: Meg Trendler, Tourism Sales Manager, Travel Lane County Jae Heidenreich, Development Lead, Clackamas County Tourism & Cultural Affairs Debbie McCune, VP/Director of Sales, Travel Salem Sherri Pagliari, Group Marketing & Media Relations, Albany Visitors Association Jennifer Johnson, Travel Trade Industry/Conference Services Manager, Visit Corvallis. Sheryl Kelsh, President/CEO, Chahalem Valley Chamber of Commerce

21 RCMP Committee & Process (continued) Planning Process: There is an annual planning retreat where the WVVA Board, PR and Tour/Travel committees all meet together to begin development of the next year s plan and then have individual program meetings. Each of these groups will meet separately on a quarterly basis to evaluate the plan. Intra-Region Communication: Each WVVA Partner is responsible for sharing the draft RCMP plan with their constituents and then a link to the final plan on Travel Oregon s Industry Website through their normal communication channels.