Central OregonRCMP Program July 1, 2008 – June 30, 2009 OREGON. WE LOVE DREAMERS.
Overview of Region • Located on the eastern “sunny” side of the Cascade Mountains, Central Oregon’s diverse landscape varies from towering Ponderosa pines and mountain lakes to a high desert landscape filled with the scent of fresh Juniper. • Central Oregon’s tourism inventory is richly diverse and our tourism product evolves seasonally. Deschutes County is host to the largest population base of the region, with the city of Bend renowned as on of the fastest growing Metropolitan Statistical Areas in the nation. • The Redmond Airport is one of the fastest growing regional airports in the nation and will undertake expansion to double the size of the current terminal in 2008. • Central Oregon features more than two dozen golf courses (ranked in the Top 50 Golf Destinations in the World); hundreds of lakes, thousand of acres of National Forest, breathtaking resorts, miles of cycling trails and world class skiing. These outdoor recreation attributes, combined with a sophisticated dining and cultural scene, make this region a popular year-round destination for visitors. OREGON. WE LOVE DREAMERS OREGON. WE LOVE DREAMERS OREGON. WE LOVE DREAMERS.
Overview of Region • 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 the OTC to represent the region. The RCMP Committee Stakeholders represent the depth of the Central Oregon tourism industry and includes: • Bend Chamber • Bend VCB • Central Oregon Visitors Association • Crooked River Ranch Chamber • Deschutes Fair & Expo Center • Eagle Crest Resort • LaPine Chamber • Madras / Jefferson County Chamber • Maupin Chamber • Oregon Lodging Association • Oregon Tourism Commission (Tom Luersen) • Prineville / Crook County Chamber • Redmond Chamber & CVB • Riverhouse Convention Center • Seventh Mountain Resort • Sisters Area Chamber • Sunriver Chamber • Sunriver Resort • Warm Springs Museum WE LOVE DREAMERS OREGON. WE LOVE DREAMERS.
Key Strategies #1: Develop awareness of Central Oregon as a Group Meeting & Convention destination. #2: Continue to support and enhance Central Oregon’s international marketing partnerships with Travel Oregon in the key markets of Germany, United Kingdom, Japan and Mexico. #3: Sustain the Central Oregon destination brand with a presence in key Travel Oregon publications. Fund inquiry fulfillment programs via partnership in Travel Oregon’s TOOL lead fulfillment program. #4: Co-op with Travel Oregon in Press & Public Relations events to leverage the current Central Oregon outreach to key editors, publishers and travel writers. OREGON. WE LOVE DREAMERS. OREGON. WE LOVE DREAMERS
Programs/Tactics Strategy #1: Develop awareness of Central Oregon as a Group Meeting & Convention destination. Program Name: Group & Convention Discipline: Image Advertising & Public Relations Program Description: • Brand image advertising in targeted publications. (full or half page creative executions in publications including WACVB Convene, Meetings West and Smart Meetings). • Group / Convention Travel trade shows and sales missions (HSMAI shows in the west; MPI Cascadia Conference). • Targeted public relations efforts including in-market meetings with editors, feature writers and publishers. • Central Oregon research tours and regional familiarization opportunities with regional partners and Travel Oregon. • Expand and redesign the Meetings & Convention pages of the Regional web site to provide electronic media kits for meeting planners which can be updated and changed regularly for seasonality or special interests. OREGON. OREGON. WE LOVE DREAMERS.
Programs/Tactics Strategy #2: Continue to support and enhance Central Oregon’s International marketing partnerships with Travel Oregon in the key markets of Germany, United Kingdom, Japan and Mexico. Program Name: International Discipline: Marketing & Public Relations Program Description: • Brand image advertising as a partner with Travel Oregon in the Travel Channel International co-op. • Attend International Travel Trade Shows: ITB Berlin; Pow Wow; Go West Summit; WTM United Kingdom; Japan sales mission and JATA. • Host FAM trips and research tours. • Lead fulfillment with the Official Central Oregon Visitors Guide and/or Press Kit. OREGON. WE LOVE DREAMERS. ORE ON. W LOVE
Programs/Tactics Strategy #3: Sustain the Central Oregon destination brand with a presence in key Travel Oregon publications. Fund inquiry fulfillment programs via partnership in the Travel Oregon Regional Pack lead fulfillment program. Program Name: Central Oregon Co-op Advertising & Collateral Fulfillment Discipline: Brand Image development and inquiry fulfillment Program Description: • Brand image advertising in Travel Oregon Magazine and Destinations Guide. • Inquiry fulfillment with Official Central Oregon Visitors Guide. • Participation in the Travel Oregon Regional Pack fulfillment program. Central Oregon Visitors Guide Summer & Winter Covers OREGON. WE LOVE DREAMERS.
Programs/Tactics Strategy #4: Co-op with Travel Oregon in Press & Public Relations events to leverage the current Central Oregon outreach to key editors, publishers and travel writers. Program Name: Travel Oregon Co-op Press and Public Relations Discipline: Familiarization Tours & Media Kits Program Description: • Support the proposed Press Event co-op with Travel Oregon each fall in the New York and District of Columbia markets. • Leverage the Travel Oregon and COVA public relations programs to target key editors, publishers and travel writers in their own market. Sell Oregon first. • Feature Oregon product in DC as a companion to the annual Leadership Summit. Coordinate events to maximize travel expenses and effectiveness in two key markets. OREGON. OREGON. WE LOVE DREAMERS.
Programs/Tactics Key Partners/Regions: • Travel Oregon and regional DMO cooperative marketing opportunities will be key partners in the Central Oregon RCMP Plan execution. • Co-op programs with Travel Oregon and COVA have proven highly effective in leveraging the RCMP investment. These added value and matching resources will be utilized throughout Central Oregon’s RCMP campaign. Measurement: • Central Oregon RCMP advertising programs receive a dedicated URL and toll-free number. Monthly, quarterly and annual reports will be maintained. • Public Relations and Trade Show efforts will be tracked with follow up reports on all research trips, FAM trips, press kit dissemination and travel trade shows. OREGON. WE LOVE DREAMERS. WE LOVE DREAMERS
RCMP Plan Summary 2008 Central Oregon RCMP Budget Outline: Group and Convention Advertising & Media Meetings West$14,350.00 WACVB Convene$ 4,645.00 Trade Shows & Sales HSMAI in Long Beach, CA (June ’09)$ 3,150.00 MPI Cascadia Conference$ 2,850.00 Web Development$ 2,500.00 Implementation Support$ 5,000.00 International Advertising & Media The Travel Channel – HD Film$22,000.00 (installments 2 & 3 of three total) Trade Shows & Sales JATA$ 3,500.00 WTM – United Kingdom$ 3,500.00 Go West – U.S.$ 2,500.00 ITB – Germany$ 3,500.00 Pow Wow – U.S.$ 2,500.00 Research Tours / FAM’s / Int’l Catalogues$ 2,500.00 Collateral Fulfillment for Int’l Inquiries$10,000.00 Implementation Support$11,500.00 OREGON. WE LOVE DREAMERS.
RCMP Plan Summary 2008 Central Oregon RCMP Budget Outline: Leisure Advertising & Media Travel Oregon Magazine – CO Reg. 4PC$10,000.00 Oregon Destinations Guide – Inside Fr Cover$ 8,580.00 Travel Oregon TOOL Collateral Program$ 7,500.00 Implementation Support$ 7,500.00 PR / Press Events In partnership with Travel Oregon$ 5,000.00 Implementation Support$ 2,500.00 Ad Production$ 2,500.00 TOTAL Central Oregon RCMP Budget$151,925.00 OREGON. WE LOVE DREAMERS OREGON. WE LOVE DREAMERS. OREGON. WE LOVE DREAMERS