COVA’S FY18 MID-YEAR MARKETING REPORT … | Marketing Activity Report – DECEMBER 2017 COVA’S...
12
COVA | Marketing Activity Report – DECEMBER 2017 COVA’S FY18 MID-YEAR MARKETING REPORT SUMMARY MID YEAR HIGHLIGHTS: • Total Fall Golf campaign sessions were 40% above goal • YTD Winter Campaign sessions are currently 114% above goal with 45 days left in the campaign • YTD Winter Campaign lead collection is at 99% of goal with 45 days left in the campaign • Winter Campaign sessions are up 24% YOY in first 90 days of campaign • Winter Campaign outbound clicks are up 12% YOY in first 90 days of campaign • EAT DRINK PLAY Central Oregon Winter edition published October 21 st in nine Bay Area publications with a total distribution of nearly 1 million • Phase II of golf research has completed and is implemented into the FY18 Golf Strategy • Completing lifestyle target segmentation research analysis for implementation • Implementing digital marketing and tracking software with spring campaigns • Year two partnership with the WM Phoenix Open (January 29 – February 4) • Year four partnership with the SF Giants (April 28-29) FALL GOLF CAMPAIGN August 15 – September 30 Objective Create awareness and promote Central Oregon as the preferred fall golf vacation destination in our target markets. Two sets of creative will showcase both luxury and value minded packages. Strategy Partner with select regional golf associations and advertisers to create awareness and attract visitors from our target markets to book multi-day golf vacation packages in Central Oregon. Traffic is driven to the COGT packages page with messaging that feature our golf packages. Tactics • Digital: Web banner ads, retargeting, paid search • Social Media: Click to website campaign with mobile and desktop versions • Direct Consumer Engagement: COVA’s consumer eNewsletter Goals • Increase awareness of Central Oregon as a fall golf vacation destination • Register 10,000 sessions on the COVA golf Landing Page Budget: $26,000 Total Impressions: 3,757,142 CPM: $6.92 Sessions: 14,021 (140% of goal)
Transcript of COVA’S FY18 MID-YEAR MARKETING REPORT … | Marketing Activity Report – DECEMBER 2017 COVA’S...
COVA|MarketingActivityReport–DECEMBER2017
COVA’S FY18 MID-YEAR MARKETING REPORT SUMMARY
MIDYEARHIGHLIGHTS:
• TotalFallGolfcampaignsessionswere40%abovegoal• YTDWinterCampaignsessionsarecurrently114%abovegoalwith45daysleftinthecampaign• YTDWinterCampaignleadcollectionisat99%ofgoalwith45daysleftinthecampaign• WinterCampaignsessionsareup24%YOYinfirst90daysofcampaign• WinterCampaignoutboundclicksareup12%YOYinfirst90daysofcampaign• EATDRINKPLAYCentralOregonWintereditionpublishedOctober21stinnineBayArea
publicationswithatotaldistributionofnearly1million• PhaseIIofgolfresearchhascompletedandisimplementedintotheFY18GolfStrategy• Completinglifestyletargetsegmentationresearchanalysisforimplementation• Implementingdigitalmarketingandtrackingsoftwarewithspringcampaigns• YeartwopartnershipwiththeWMPhoenixOpen(January29–February4)• YearfourpartnershipwiththeSFGiants(April28-29)
FALLGOLFCAMPAIGNAugust15–September30ObjectiveCreateawarenessandpromoteCentralOregonasthepreferredfallgolfvacationdestinationinourtargetmarkets.Twosetsofcreativewillshowcasebothluxuryandvaluemindedpackages.StrategyPartnerwithselectregionalgolfassociationsandadvertiserstocreateawarenessandattractvisitorsfromourtargetmarketstobookmulti-daygolfvacationpackagesinCentralOregon.TrafficisdriventotheCOGTpackagespagewithmessagingthatfeatureourgolfpackages.Tactics
• Digital:Webbannerads,retargeting,paidsearch• SocialMedia:Clicktowebsitecampaignwithmobileanddesktopversions• DirectConsumerEngagement:COVA’sconsumereNewsletter
Goals
• IncreaseawarenessofCentralOregonasafallgolfvacationdestination• Register10,000sessionsontheCOVAgolfLandingPage
Budget:$26,000TotalImpressions:3,757,142CPM:$6.92Sessions:14,021(140%ofgoal)
COVA|MarketingActivityReport–DECEMBER2017
WINTERCAMPAIGNOctober1–February15ObjectiveCOVA’swintercampaignintheSanFranciscoBayArea,SouthernCalifornia,GreaterPhoenixandSeattleisdesignedtocreateawarenessandpromoteCentralOregonandMt.Bachelorasthepreferredwinterskivacationdestinationaswellastogenerateleadsforourconsumerdatabase.StrategyLeveragetheimpactofCOVA’spresenceandmomentuminthesemarketstocreateawareness,drivedemandandattractwintervisitorstobookmulti-dayskivacationsatMt.Bachelor.TrafficisdriventoaWinterSkiVacationlandingpagewithoutboundlinkstoMt.Bachelor,COVAlodgingpartnersandothermembers.Visitorsareservedavarietyofmessagesandqualityleadsaregeneratedthroughanenter-to-wingiveawayforcontinueddirectconsumermarketing.Tactics
• Digital:Webbannerads,retargeting,paidsearch,video• SocialMedia:Clicktowebsitecampaignwithmobileanddesktopversions• DirectConsumerEngagement:COVA’sconsumereNewsletter
Goals• IncreaseawarenessofMt.BachelorandCentralOregonasaskivacationdestination• Register50,000sessionsontheSkiVacationsLandingPage• Collect2,000newqualifiedleadsfortheCOVAconsumerdatabase
Budget:$140,000TotalImpressions:16,791,188CPM:$8.34Sessions:49,566(99%ofgoalachievedwith78%ofcampaignrunremaining)DatabaseLeads:4,286(214%ofgoalwith78%ofcampaignrunremaining)RESEARCHPhaseIIGolfResearchhasbeencompletedandincorporatedintotheFY18golfcampaign.Delivering:
• Competitiveanalysis• BrandStrategy• BrandIdentity• Campaignconceptandmessagingdevelopmentandexecution• Assetgathering
COVAisfinalizingatravelerprofilestudyontheadventure/lifestyletargetstoallowusthesameabilitytobehighlysurgicalinourcampaignsthroughouttheyear.Thescopeofthisstudywill:
• Developpsychographicanddemographicprofilesoftravelersegments • Identifythevariousmediaandplanningresourcesusedbytravelersegments• Determinethetypesofmessagingandcontentmostappealingtotravelersegments • Identifytheresourcesanddevices(mobilevs.desktop)usedindifferentstagesofthetravel
planningprocess• Determineactivity,lodging,seasonal,andmotivationalpreferencesoftravelersegments
Inaddition.,COVAisworkingwithArrivalist,afirmthatwillcombinethetrackingofdigitalmarketingeffortswithdevicetracking.ThistechnologyallowsCOVAtotrackcampaignconversionsfromfirstimpressiontodestinationarrival;usingthisinformationtocreatemorecostefficientmarketingprograms.ThiswillstartatthebeginningofourgolfandspringcampaignsonFebruary15.
COVA|MarketingActivityReport–DECEMBER2017
VISITCENTRALOREGON.COM FY18GOALS:
• 15%increaseinVisitCentralOregon.comwebsessions• 15%annualincreaseinoutboundclicks• 5%Increaseinreturnvisitation
NOTE:Yearoveryear,COVAhasexperiencedadecreaseinwebsessionsJuly–December,attributabletothreeprimaryfactors:
1. Advertisingspendthisyear,overthesameperiodaslastyear,is36%less.LastyearCOVAmadeanexceptiontospendadvertisingdollarsthroughthesummertosupportacampaigntolaunchthenewPHXnon-stopflights.Withtheroutearesoundingsuccess,COVAhaswithdrawnsummeradspendtoreallocatetofall/winter/spring.2. LastAugustandSeptemberCOVAreceivedAddedValueplacementsfromadigitalpartnercontributing140,000additionalwebsitesessions.3. SmokeandfiresinOR,CAandWAregionthissummeraffectedtravelplanningandovernightstaysacrossthewest,inallofCOVA’sprimarymarkets.
Evenwiththedropintotalsessions,COVA’spaiddigitalplacementsareperformingbetterthisyear:• CPMdroppedby31%• WhencomparingmonthswhereCOVAwasrunningcampaigns(Sept-December),COVAincreasedwebsitesessionsinFY18by19%,investing12%lessthaninFY17.
WEBSITESESSIONS–MONTHLYYOYCOMPARISONS|DECEMBER2017vs.DECEMBER2016
15/16–28,39316/17–44,794–+57.8%over15/1617/18–45,030–+0.5%over16/17
*AwebsiteSessionisagroupofinteractionssomeonehasonourwebsite.Itincludesalltheiractionstheytakewhileonthesiteasone.Itisthe‘container’fortheactionsausertakesonthewebsite.WEBSITESESSIONSFYTDCOMPARISON|JULY-DECEMBER
15/16–168,24916/17–385,455–+129.1%over15/16(*PHXlaunchcampaign+ValueAddinsummer2016)17/18–275,525–-28.5%behind16/17
FY17 FY18 %CHGMonthlyUniqueVisitors(average) 41,012 37,169 -9.4%**AUniqueVisitoristhenumberofdistinctindividualstovisitthewebsite,Sessionsincludesomeonewhocomesbackandspendsmoretimeonthesite.WEBSITESESSIONSYEAROVERYEAR(BYWEEK)|JULY-DECEMBER2017
COVA|MarketingActivityReport–DECEMBER2017
OUTBOUNDCLICKSTOMEMBERS(BYMONTH)|JULY-DECEMBER2017
OUTBOUNDCLICKS–FYTD18 69,745 -3.9%FYTDbehindFY17OUTBOUNDCLICKS–DEC17 9,046 +19.8%aheadofDEC16
2018EVOLUTIONOFWEBSITEDEVELOPMENT&DESIGNThecurrentiterationofthevisitcentraloregon.comwebsite–launchedin2014–wasamajorproject,requiringacompleteoverhaulofdesign,structure,content,calls-to-action,andmore.Thefinalproductwastheresultofextensiveresearch,focusgroups,andindustrypartnerdiscussion.Primaryconsiderationsinthe2014launchincluded:
• Buildingona“responsive”mobile-friendlyplatform• Simplifyingnavigationtoamaximumof2levelsdeep• Creatingadestinationblogwithuniqueandinspiringcontent• Incorporatecampaignlandingpagesintothevisitcentraloregon.comURLandstyle• ImplementingpagespecificSEOstrategies
Thewebsiteyieldedimmediatepositiveresultswithorganicwebsitetraffic(trafficdriventhroughGoogleandothersearches)increasingby80%inFY15,85%inFY16and30%inFY17.FOCUSONPRIMARYCONVERSIONGOALS:The2018websitedesignwill
• Generatequalifiedleadsthroughe-newslettersignupformsandcontestentryforms• ProducehighlyqualifiedclickstoCOVAbusinessmembersandpartners• InitiatelodgingbookingswithCOVAmemberlodgingpartners• InspirepotentialvisitorstoCentralOregonto:
o Extendtheirstay(directrevenue)o Considerareturnvisit(brandloyalty)o Tellpeopleabouttheirexperience(brandadvocacy)
MOBILEFIRSTAlothaschangedonthewebandhowpeopleinteractwithit.InFY14,mobiletrafficequatedtoaround20%ofvisitorstovisitcentraloregon.com.InFY16,mobilemadeupnearly40%ofallvisitstothesite.Throughthefirst90daysofFY18,mobiletrafficrepresentedmorethan50%ofthetrafficonvisitcentraloregon.com.Thisincreaseinmobileusagejustifiestheinvestmentmadeinresponsivedesignin2014,butalsoillustratestheneedformobilefirstdesign.Thewebsitealsohadagrowingtechnicaldebttomakeupfor.Thecurrentiterationofvisitcentraloregon.comiscodedinawaythatdoesn’tefficientlydeliveroptimizedcontenttomobileplatforms,thuscontributingtoansubparloadtimeformobiledevices.COVAiscurrentlyindevelopmentofanupdatedwebsite.Inordertoensuremaximumvisibilityforthecontent,thevisitcentraloregon.comwebsitewillprioritizeperformanceoftheseprimarymetrics:
COVA|MarketingActivityReport–DECEMBER2017
• PageSize:(TotalfilesizeincludingHTML,Images,ExternalScripts,andStyles)Currently:6.4MB.Goal:3MBorless.
• PageRequests:(Thetotalnumberofactionsrequiredtodisplaycontentonapage.Canrepresentbothfrontendandbackenddata)Currently:>200Goal:<40
• PageLoadSpeed:(Thetotaltimetodisplayallelementsabove-the-foldonawebpage)Current:7-12SecGoal:<4Sec
• RemoveallRenderBlockingScripts:(JavaScriptorCSSthatinterfereswithloadingabove-the-foldcontent)
• MaintainaSimpleURLandPageTitleStructure:(Googleonlyfocusesonfirst5words;shorterURLScorrelatetohigherrank)
INDUSTRY.VISITCENTRALOREGON.COMTheCentralOregonVisitorsAssociationhascreatedandlaunchedanewindustry-specificwebsite.Thiswebsiteservesasaportalforthoroughandup-to-dateinformationincluding:
• StakeholderPartneropportunitieswithCOVA• IndustryResearchandReportData• RegionalCooperativeMarketingOpportunities• AdvertisingandSalesPartnershipOpportunities• GroupandNon-ProfitGrantGuidelines
COVA|MarketingActivityReport–DECEMBER2017
LODGING VALUE OF WEB CLICKS DESCHUTESCOUNTYLODGINGREVENUEFROMVISITCENTRALOREGON.COM:UtilizingTravelNetSolutionsformula,COVAhascalculatedtheattributableaccommodationsrevenue/valueofclicksfromVisitCentralOregon.comWheretoStaypagedirectlytoourlodgingpartners.Thisformulaisestablishedwithacceptedbaselineindustrystandards.*ClickstoResortPartnersrepresent44%oflodgingclicks.DirectClicksConversionRatexAverageDailyRatexAverageLengthofStayxAncillarySpendCalculationFactors ClicksConversionRate 4.0%AverageDailyRoomRate $250.00AverageLengthofStay 3.5nightsAncillarySpend x1.75ClicksfromCOVA’sWheretoStayLandingPage|AttributableAccommodationsRevenue DECEMBER16 DECEMBER17 FYTD’17 FYTD’18RESORTpartners: $84,035 $136,097 $744,004 $759,071 Alllodgingpartners: $201,684 $326,634 $1,785,609 $1,821,771
DIRECT CONSUMER ENGAGEMENT WALK-INTRAFFICBYHOMETOWN–DECEMBER2017
REGIONALVISITORINFORMATIONCENTER–FYTDCOMPARISON|JULY–DEC2017 Dec16 Dec17 FYTD YOYCHANGE
TotalVisitorEngagements *----- 12,396 59,939 *----- Walk-InVisitors: 879 1,001 11,507 Engagements=visitorinquiryleads,walk-invisitors,conciergecontacts(phone&email)*2018COVAvisitorguidereportingchangetoreflectseasonalityofdistributionviagroupevent,andpartnerdistribution.
COVA|MarketingActivityReport–DECEMBER2017
INDUSTRY RELATIONS OBJECTIVEFulfillfiduciaryandmanagementrequirementsofTravelOregon’sRegionalCooperativeMarketingProgramforCentralOregon.ManageallCentralOregonStakeholdermeetingsandcommunicationswithourcommunityDMOstakeholdersinBend,Sunriver,Sisters,Redmond,LaPine,Madras,PrinevilleandMaupin.Maintainthefunnelofindustryinformationandopportunitiesflowingwithindustrypartnersatalllevels.RCTPSCOPEOFWORKDestinationDevelopment:
• AirServiceMarketingandDevelopmentFund• DeschutesTrailsCollaborative• GroupMeetings&EventDevelopment• CentralOregonMatchingGrantPrograms
o Inauguralregionalgrantprogramsannouncedo Guidelines,applicationandbudgetformsdistributedtoCOVAMembershipviaCOVA
WinterIndustryeNewsletter(Dec.4th).o ImplementWizeHivegrantmanagementsystemwithongoingstafftrainingandtesting
inDecember.o COMGPGroupDevelopmentapplicationsdueJan.2,2018.o COMGPonlineapplicationgoesliveJan.2,2018onnewCOVAIndustrysite
GlobalMarketing:• MediaFAM’sandStoryPitches• DigitalContentDevelopment• WebsiteDevelopment
GlobalSales(Domestic&International):• InternationalSales&FAM’s
o BrandUSAMicrosite• DomesticSales&FAM’s
Industry&VisitorServices• SupportindustryeducationviaattendanceatGovernor’sConferenceonTourism
CONSUMER REMARKETING
E-Newsletter & Remarketing Audience
FY18GOALS:
• 20%OpenRatefore-Newsletter(industryaverageis17%)• 10%Clickthroughrate(industryaverageis7.9%)• 15%AnnualincreaseinConsumeropt-indatabase
CONSUMERE-NEWSLETTERFY18AverageeNewsletteropenrate: 22.3% MonthlyemailClickThroughRate: 8.0% Consumeremaildatabase: 108,722
COVA|MarketingActivityReport–DECEMBER2017
LAUNCHOF“TRAILHEAD”ThenewyearbringswithitnewwaystogetCOVA'svastlibraryofinspiringcontentinfrontofpotentialvisitors.InadditiontoCOVA’smonthly“AdventureGuide”,themarketingteamatCOVAhasnotintroducedvisitorstoTrailheadMagazine.TrailheadMagazine,anewmonthlydigitalmagazine(scheduledtobepublishedthebeginningofeachmonth)officiallylaunchedJanuaryof2018-senttonearly90,000opt-insubscribers.Thepublicationiscreatedentirelyin-houseandshowcasesthepartnersoftheCentralOregonVisitorsAssociationinadditiontohighlightingthepeople,activitiesandeventsthatmakeourregionsospectacular.Itwillbeanever-changingresource-aliving,breathingvisitorguide-thatdrawsattentiontoCentralOregonandpushespotentialvisitorstoourwebsiteandpartnerwebsites.ThefirstissuehadacoverstoryandvideoonSunriverBrewingCo.andfeaturesandvideosontheCloudchaserliftatMt.Bachelorandthefreesnowshoetourswitharangerofferedattheskiarea.
SOCIAL MEDIA ENGAGEMENT
RESULTS–DEC17: FY17YTD FY18YTD %CHGYTDTotalFacebookFans(endofFY17) 51,039 54,226 +6.2%AverageReachperFBpost 8,456 5,144 -42.1%TotalFBImpressions 7,713,078 5,306,869 -31.2%Instagramfollowers(endofFY17) 5,712 7,806 +36.6%Twitterfollowers(endofFY17) 5,268 5,588 +6.07%SocialMediaClickstoCOVAWebsite: 14,571 37,733 +159%FacebookReachandImpressionsaredownFYTDthroughOctober.COVAhadacoupleofveryhigh-performingpostsinOctober2016thatsentourimpressionandreachnumbersskyrocketing.Evenwiththedecreaseinreach,trafficdrivendirectlytotheCOVAwebsitefromsocialmediahasincreasedFYTD.Achangeincall-to-actionandconversionstrategieshasallowedoursocialmediatoconvertatamuchhigherratethaninpastyears.BLOG/STORIESFYTD
• FY18todate:25newblogposts• FY18todate:11newvideoblogsproducedandposted
RESULTS:DOMESTICEARNEDMEDIA: DEC17 FYTDTotalStoryPlacements: 137 429TotalReach: 353Million 1.6BillionEarnedMediaValue: $3.3Million $14.7Million
COVA|MarketingActivityReport–DECEMBER2017
DECEMBER VIDEO PRODUCTION
InDecember,Mackenziefocusedoncreatingvideocontentthatutilizedgraphicelementsandpreviouslyshotfootagetopromotegiveawaysandwinterholidayadventure.
Edit1:ImmersionBrewing2MinEditPurpose:HighlightingtheBrewItYourselfExperiencethatCOVAmember,ImmersionBrewing,offersinBend.Wefeltthiscontentwasworthyourvideoresourcesbecauseit’sauniqueexperiencethatcanhelpusdrawincraftbeerloversfromotherstates.Currentstatus:Completed,liveonwebsiteandsocialwhereithasover5.1Kviews.Edit2:HighDesertMuseum2MinEditPurpose:Mackenzieshottwointerviewsandb-rollattheHighDesertMuseumtoupdateourvideoresourcesonthemuseum.Currentstatus:Completed,liveonwebsiteandsocialwhereithasover8.7Kviews.Edit3:RealWinter1MinEditPurpose:Useexistingfootageandvoiceoverfrom“realwinter”campaigntocreatevideofor2017holidayadventure.Currentstatus:Completed,liveonwebsiteandsocialwhereithasover5.8KviewsonFacebook.Edit4:SledDog1MinEditPurpose:VideotopromoteTop5Family-FriendlyAdventuresinCentralOregonblogpostonwebsite.Currentstatus:Completed,liveonwebsiteandsocialwhereithasover5.5Kviews.Edit5:IceCold30SecEditPurpose:ToutilizephotosCOVAreceivedfromphotographer,AbeKislevitzduringhisvisitin2017.CurrentStatus:Completed,uploadedtoInstagramwhereithasover450views.Edit6:WinterGetawayGiveaway40SecEditPurpose:VideousinggraphicstoencouragepeopletoclickthroughtoourwebsitefromthenewTrailheadmagazinetoenterwintergetawaycontest.CurrentStatus:Completed,loadedintoTrailheadMagazinefordistribution.SIDEPROJECTS:
• MetwithSunsetLodgingaboutmarketingopportunities.• MetwithBendPetExpressaboutmarketingopportunities.• HelpedTedwithfirstissueofTrailheadbyeditingandwritingafewstories.• ConnectedwithmarketingforMcMenaminstosetupvideoshootforearlyFebruary.
COVA|MarketingActivityReport–DECEMBER2017
PR/SOCIAL MEDIA UPDATE CentralOregonwasonceagainthetalkofthetowninnationalmediainDecemberwithatotalof165articlementions.Thepotentialreachwasnearly210millionwithanadvalueof$1.9million.Amongthehighlights:TimeMagazinenamingBendamongits“33AmazingCitiesYouShouldVisitin2018,”BosTaurusrestaurantwasnamedtheBestNewRestaurantinOregonaccordingtoYelpandaseriesofstoriesfromtheSeattleTimesthatshowcasedallthebestthingstodoandseeduringthewinter.FromJulythroughDecember,CentralOregonhasbeenincludedinmorethan730storieswithapotentialreachof1.6BILLIONpeople.Theadvalueofthosestoriesisroughly$14.7million.Onthesocialmediafront,we’vegeneratedmorethan5.6millionimpressionssinceJuly,whichisdownabout25%fromlastyear.Thisis,inpart,duetocontinuedchangesinFacebook’salgorithmsandafocusonqualityoverquantitywhenitcomestoposts.InspeakingwithFacebookadrepresentatives,they’vecontinuedtotelluswe’redoingeverythingrightintermsofqualityofposts.We’llcontinuetomonitortrendsanddowhatweareabletoboostengagementatareasonablecost.Ourfanbasethisyearisup20%to67,620–withourbiggestgaincomingonInstagramwherewe’veincreasedourfollowing100%sinceJuly1st.Instagramisalsowherewe’reseeingourbiggestgainsinengagement–we’reup122%year-to-date.Weexpecttoseethesenumbersgrowevenmoreinthecomingmonths,especiallyfollowingourweeklongactivationattheWasteManagementPhoenixOpen,themost-attendedgolftournamentintheworld.We’veattacheda“FollowusonInstagram”requirementtotheGolfGetawaycontestentryproceduresfortheevent.Nearly50PRpitcheshavebeeninitiated,respondingtonationalreporterqueries.Fiveofthosepitcheswereaccepted.IncludingapieceforAMEXEssentialsontheBreedloveguitaramenityatTetherow,apieceon“RoomswithaBrew”inUSNewsandWorldReportandSistersasa“BestSmallMountainTownsforSummer”whichappearedinCountryLiving,Redbook,MSNTravelandYahoo.TediscurrentlyworkingwithBackboneMediaandMt.BacheloronalateJanuary“SuperFAM”featuringahandfulofadventurewritersfromvariouspublicationsincludingtheSanFranciscoChronicle,CondeNast,NationalGeographic,theLATimesandmore.InotherPRnews,TedspentalotoftimeinDecemberputtingthefinishingtouchesonCOVA’snewmonthlydigitalmagazine,Trailhead.Hopefullyyouallsawitinyoure-mailonJanuary4th.Itwaswellreceivedbyoure-newssubscribers.Thee-blastincludedaneasyContactUslink,withonereadermessagingCOVAtosay,“FirstE-magazine/promoI’veeverenjoyed.Greatjob.”
COVA|MarketingActivityReport–DECEMBER2017
INTERNATIONAL MARKETING
OBJECTIVEBuildawarenessandgrowingvisitationfromprimaryinternationalmarkets,managingCentralOregonRegionalCo-OpTourismProgram(RCTP)tacticsthroughcollaborationwithTravelOregon.RCTPgrantfundscomplement,andarecompletelysupportedandleveragedbyCOVA’slarger($2.4million)investmentstrategiesdedicatedtoCentralOregondestinationmarketing.FAMs/CALLOUTS• FYTDFAMshostedin-region–15Int’lTravelTrade&Mediagroups,consistingof50guestsfrom7
countries–Germany,France,Netherlands,UK,China,CanadaandAustralia.• CalloutforFeb.2018FAM–UKMedia–Fall-lineskimagazine,AlfAlderson;sponsoredbySkiSafari,
skitouroperatorw/CentralOregonproduct.• 2017OregonRoadRallyResultsfromTravelOregonatDecemberTourismCommissionMeeting
• 21InternationalTourOperatorsand4InternationalTravelMediaguestsfrom11differentcountriestouredthroughoutOregoninApril2017.
• 16+ArticlesGeneratedfromOregonRoadRally,including:• Traveller.com,Australia($298,500value)• SydneyMorningHerald,Australia($24,166value)• TheMelbourneAge,Australia($16,111value)• OutdoorExplorationMagazine,China($180,893value)• SellingTravel,UK($4,800value)• 2futurestoriesw/LePointmagazine,France($191,000value)• Stuff.co.nz,NewZealand($9,000value)• FMVwith28-pageonlinegallery,Germany($30,000value)• TabsonTravel,NewZealand($2,000value)• HeraldNews,SouthernOregon(175,529circulation)
• 2017OregonRoadRallyResults–6monthspost-RallyTradeResults• Germany
• Canusa:NewOregonfly/driveitinerary;includingSisters–FivePine• ArgusReisen:NewproducttoincludeinexistingOregonitineraries-Wilson’sRanch
• Netherlands• BeleefAmerika:3newOregon17,21and24daysampleitinerariesonwebsite(tailor-made
touroperator);includesSmithRockasahighlight• TiogaTours:NewOregonhotelandactivityproductaddedinCentralOregon(HighDesert
Museum,DesChutesHistoricalMuseum,BendAleTrail,NewberryNat’lVolcanicMonument,BendAleTrail,ThreeSisters)
• DeJongIntra:New16-dayfly/driveitinerary–SmithRockfeaturedonproductpage• Scandinavia
• UnikeReiser:Nowhas5Oregontrips–oneincluding“SevenWonders”,SmithRock/CentralOregon
• MyPlanet:Addeda14-dayOregonitineraryinall7regions• NewZealand
• HouseofTravel:New10-dayOregonitinerary-including“SevenWonders”,SmithRock/CentralOregon;new6-dayitinerarywithwintercoastdates
• Ireland• PlatinumTravelpromotionofOregonviaemailblastinApril
• GoWestSummit–SaltLakeCity
COVA|MarketingActivityReport–DECEMBER2017
• COVAappointmentselectionandprepforconferenceattendance–January16-19,2018.• GoWestSummitoffersanidealforumwhereSuppliersrepresentingdestinations,properties
andattractionsfromtheAmericanWestandinternationaltouroperatorsparticipateinmulti-daynetworkingsessions,familiarizationtripsandAdventureDayactivitieswiththegoalofshowcasingthedestinationforfuturetourismbusiness.
