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Willamette Valley Region RCMP Program January 1, 2007 - June 30, 2008 October 23, 2006

Willamette Valley Region RCMP Program January 1, 2007 - June 30, 2008 October 23, 2006. Overview of Region. The region includes Linn, Benton, Polk, Marion, Yamhill Counties and portions of Lane and Clackamas Counties. It stretches from the Coast Range to the Cascade Range.

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Willamette Valley Region RCMP Program January 1, 2007 - June 30, 2008 October 23, 2006

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  1. Willamette Valley Region RCMP Program January 1, 2007 - June 30, 2008October 23, 2006

  2. Overview of Region • The region includes Linn, Benton, Polk, Marion, Yamhill Counties and portions of Lane and Clackamas Counties. It stretches from the Coast Range to the Cascade Range. • The partners are the Destination Marketing Organizations of the region who also work together as the Willamette Valley Visitors Association. We have trademarked the Willamette Valley as Oregon Wine Country to be the marketing identity for the region.

  3. Strategies #1: Build awareness and create overnight stays in the region from the Sacramento, California market using wine as the feature interest. #2: Explore and develop experience-based travel itineraries that include lodging with key related niche markets such as bird watching, golf, heritage tourism, outdoor adventure, agri tourism and coordinate marketing the new packages in West Coast area.

  4. Programs/Tactics • Strategy #1: Build awareness and create overnight stays in the region using wine as the featured interest • Program Name: Oregon Bounty • Discipline: Public Relations, Advertising, Online Marketing, Sales Materials • Program Description: promote the Willamette Valley’s fall Oregon Bounty campaign through travel package giveaways highlighted on radio/TV and in newspapers and travel related publications • Target audience: adults with interest in wine and fall travel • Geographic target: Sacramento area

  5. Programs/Tactics Cont’d. • Key Partners/Regions: DMO’s of region and Travel Oregon • New Program or Repeat: This will be the third year for the program • Measurement: uses Travel Oregon measurements • Budget: $130,000

  6. Programs/Tactics • Strategy #2: Explore and develop experience-based travel itineraries that include lodging with key niche related packages such as bird watching, golf, heritage tourism, outdoor adventure, agri tourism and coordinate marketing the new packages. • Program Name: Experience Packages • Discipline: Public Relations, Advertising, Online Marketing • Program Description: promote the Willamette Valley’s key niche activities by encouraging package development and coordinated marketing of the experiences • Target audience: adults with interest in the key niches • Geographic target: Western United States

  7. Programs/Tactics Cont’d. • Key Partners/Regions: DMO’s of region and tourism partners interested in developing the experience-based packages. Development to be done with input fromTravel Oregon staff via regular communication and meetings • New Program or Repeat: New program • Measurement: will use Travel Oregon measurements • Budget: $130,000

  8. RCMP Plan Summary TACTIC BUDGET • Public Relations $ 90,000 • Radio/TV Promotions $ 12,000 • Upgrade Website $ 40,000 • Research – Longwoods $ 5,000 • Advertising – print/online $ 85,000 • Produce printed Guide $ 15,000 • Service Recognition $ 15,000 • Total: $262,000

  9. Regional DMO Budget Information • The Willamette Valley Region is administered by the Willamette Valley Visitors Association, an organization with no paid staff and approximately $20,000 in membership fees for marketing in addition to the RCMP program. • The six destination marketing organizations in the region estimate that they will spend about $2,668,087 marketing their local destinations in the region during the same 18 month period of this proposed RCMP marketing plan.

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