Inspiring Oregon Tourism Oregon Bounty 2015 PR Plan Presented by LANE September 2015
Overview Oregon Bounty is a celebration of the fresh, local artisan food and drink that make Oregon a truly unique destination for foodies. Each fall, Travel Oregon showcases chefs and culinary experiences in every region of the state to inspire overnight stays during this typically slower season. PR Objectives Raise awareness with media, influencers and consumers that Oregon is a premier culinary destination with a wealth of opportunities from which visitors can choose. Generate high-quality earned media coverage that highlights Oregon s many food artisans, farmers, butchers, ranchers, chefs, winemakers and brew masters along with the natural beauty of the state. Goals Inspire influential food-loving adventurers to experience the culinary bounty of Oregon. Boost overnight stays and visits throughout Oregon during the fall. 2
Passport to Oregon Bounty Strategy and Marketing Plan From Sept. 16 Nov. 30, Travel Oregon will invite Foodie Explorers to experience the 7 Wonders through the lens of 7 of the best chefs from Portland and the Willamette Valley With the fall bounty rolling in, the chefapproved foodie destinations have a cornucopia of flavors, textures and colors with which to create dishes with a true sense of place Travelers who capture images of their culinary wonders and share them with #traveloregon can be one of 50 prizewinners Passports will be available through TravelOregon.com, Oregon Visitor Centers, participating chefs restaurants and highlighted passport locations Painted Hills Gregory Gourdet Wallowas Pascal Chureau Crater Lake Jenn Louis Mt. Hood Cody Utzman Oregon Coast Ryk Francisco Smith Rock Paul Losch The Gorge Paul Decarli 3
Feast Portland 2015 Feast Portland 2015 September 17-20 th Leverage Travel Oregon s sponsorship for top-tier media visits and coverage Pre-Feast Trails Media & Influencer Tours Organized statewide pre-feast group tours for select influential and national media Invited and hosted 10 top-tier media contacts to participate in Pre/Post-Feast Media Tour Greater Portland- 4 media attendees Eastern Oregon 3 media attendees Willamette Valley- 2 media attendees Central Coast- 1 media attendee Coordinated a 2-3-day culinary adventure for media/influencers Itinerary included: sampling food and drink and coordinating meetings with the local chefs, artisans, farmers and producers crafting the region s bounty Developed Pre-Feast trail overview, description, and itineraries Compiled list of media attendees and briefing books Media was encouraged to document, post images and share stories from on their social media channels, blogs, and featured articles 4
Media Invitations for Exploration National Media Invites Invited national media to visit Oregon and attend Bountyinfluenced events in order to drive top-tier coverage through strategic itinerary development in partnership with RDMOs: Bounty of Yamhill County Taste of Oregon's Old West Wild about Game Willamette Valley to Walla Walla Oregon Truffle Festival Wines Fly Free 5
Statewide Media Outreach Proactive Pitching: Customize phone and e-mail pitches to generate excitement for and secure coverage for Oregon as a dynamic culinary destination. Sample pitch topics include: Food with a view: Oregon s best picnicking viewpoints. Treat Yo Self: Sweet treats after your outdoors adventure. Road tripping through Oregon, and local foodie finds to try along the way. Trend Alert: An Oregonian s guide to farm-stay vacations 6
Basecamps of 7 Wonders Elevate Portland and the Willamette Valley as part of the 7 Wonders campaign and pitch story ideas surrounding visits to Oregon. Messaging: Portland: Gateway to the 7 Wonders Willamette Valley: Time to Reflect and Relax Pitch angles: Portland Where great Oregon adventures begins. Decamp in the Willamette Valley with wine tasting and relaxation after your 7 Wonders journey. 7
Inspiring Oregon Tourism