Transcript The Seven Wonders of Oregon 2014 Spring

The Seven Wonders of
Oregon
2014 Spring Media Plan
2/13/14
CONSUMER OUTREACH
INTRODUCTION
This year’s Spring 2014 brand campaign, The
Seven Wonders of Oregon, is the largest, most
comprehensive marketing effort that Travel
Oregon has ever undertaken.
This document provides an overview of the paid
media plan that will introduce Explorers to
Oregon’s epic Seven Wonders starting March 2014.
To make this campaign as successful as it can be
for your destination and for all of Oregon, we
encourage and welcome you to align your own
marketing efforts to leverage The Seven Wonders
of Oregon message.
Feel free to use the tools provided in the Seven
Wonders of Oregon toolkit in your own consumer
outreach.
CONSUMER OUTREACH
OBJECTIVES
1.Inspire potential Explorers to visit
Oregon (Go-There)
2.Encourage Explorers to share their
Seven Wonders experience through the
use of #TravelOregon
3.Make it easy for Explorers to find the
Seven Wonders Photo Resource on
TravelOregon.com (curated crowd-sourced
photos)
PARAMETERS
Timing
• March – June 2014
Target
The Explorer
Explorers want a unique, active vacation
experience. The Explorer is a mindset, a
lifestyle, a behavior, not a demographic
• Key Markets: San Francisco, Portland,
Boise, Seattle, Vancouver BC
• Spent $1,000+ on domestic or
international vacations
• Enjoy any of the following: backpacking,
cycling, fishing, golf, hiking, skiing,
MEDIA STRATEGIES
• Serve up inspiration when Explorers are
ready for it
• Leverage the creative format that best
conveys inspiration: Video
• Give Explorers the option to see a
deeper story
• Align with multi-screen behavior
• Channel inspiration into action
REACH EXPLORERS WHEN THEY’RE READY
Inspire/Influence Explorers at every step as they
plan/take their vacations
Cinema
Local TV:
4 Million Imp.
239 TRP’s/Mkt
Broadcast & Cable
130,00 Clicks
27,000 Views
Google & Youtube
Search
Digital:
Video Ads
Digital:
Banner Ads
30 Million Imp.
8 Million Imp.
Onsite:
2 Team Members
per Wonder/Day
Street Teams
Posts/Tweets to
Social Media:
Instagram,
Twitter,
Facebook,
Pinterest
spotlight OR stories
Dream
Apps, links & promos
that facilitate planning
Deals &
Specials
Plan
Book
Commit
Open to travel Seek out travel
inspiration
inspiration & details to travel
Outlets to
Promote sharing
Experience Share
Travel
Reflect &
publish
MEDIA PLAN
•
•
MEDIA BUY
US Target Markets: San Francisco, Portland, Boise, Seattle
Canada Target Market: Vancouver BC
Contacts:
Michael Sturdevant
Senior Manager, Global Marketing Services
[email protected]
971-717-6183
Ariana Bray-Sweet
Global Marketing Services Coordinator
[email protected]
971-717-6182