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Mt. Hood Gorge Region RCMP Program July 1, 2008 - June 30, 2009 April 8, 2008

Mt. Hood Gorge Region RCMP Program July 1, 2008 - June 30, 2009 April 8, 2008. Overview of Region. Portions of Multnomah, Wasco, Clackamas and Hood River Counties Destination Marketing Organizations of region and steering committee. Strategies.

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Mt. Hood Gorge Region RCMP Program July 1, 2008 - June 30, 2009 April 8, 2008

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  1. Mt. Hood Gorge RegionRCMP Program July 1, 2008 - June 30, 2009 April 8, 2008

  2. Overview of Region • Portions of Multnomah, Wasco, Clackamas and Hood River Counties • Destination Marketing Organizations of region and steering committee

  3. Strategies #1: Increase overnight stays in the region from Pacific Northwest adult empty-nesters traveling by automobile in the fall (Sept-Nov) #2: Increase regional presence in European markets #3: Increase media coverage for region in national travel, niche special interest and lifestyle publications #4: Increase group tour bookings in region from domestic and Canadian tour operators

  4. Programs/Tactics Strategy #1: Increase overnight stays in the region Program Name: Infinity Loop Guide Discipline: Fulfillment Program Description: Respond to visitor requests for information on the Mt Hood-Columbia River Gorge region by sending the Infinity Loop Guide Target Audience: Those requesting more information on the region

  5. Programs/Tactics • Key Partners/Regions: Destination Marketing Organizations in region – West Columbia Gorge Chamber of Commerce, Hood River County Chamber of Commerce, The Dalles Area Chamber of Commerce and Mt. Hood Territory (Clackamas County Tourism & Cultural Affairs) • New Program or Repeat: Repeat but with a more active program to respond to those requesting information from Travel Oregon • Measurement: number of inquiries and number of guides distributed • Budget: $10,000 – please note that additional fulfillment is done by DMO partners at no cost to regional budget

  6. Programs/Tactics • Strategy #1: Increase overnight stays in the region • Program Name: Advertising • Discipline: Marketing • Program Description: Place ads in Travel Oregon Magazine, Destination Guide and in selected Travel Oregon coop program placements • Target Audience: Adult empty-nesters traveling by automobile in fall • Geographic Target: Pacific Northwest including British Columbia

  7. Key Partners: DMO’s in region • New or Repeat Program: Repeat but expanded plans • Measurement: Inquiries for Infinity Loop Guide and visits to website • Budget: $ 28,000

  8. Programs/Tactics • Strategy #2: Increase regional presence in European markets • Program Name: European receptive and tour operator catalogs and tariffs • Discipline: Sales trips, research trips and public relations • Program Description: Fund additional efforts by Metro Portland in appropriate European sales activities, public relations opportunities, research trips and education of regional tourism businesses in how to do business in Europe • Target Audience: Key tour companies, receptive operators and airline sales staff in European countries targeted by Travel Oregon • Geographic Target: Germany, Italy, France, United Kingdom and The Netherlands

  9. Programs/Tactics • Key Partners/Regions: DMOs in Region with Metro Portland Region • New Program or Repeat: Repeat program • Measurement: Travel Oregon measurements are applicable • Budget: $ 6,600

  10. Programs/Tactics • Strategy #3: Increase media coverage for region in national travel, niche special interest and lifestyle publications • Program Name: National Public Relations • Discipline: Public Relations • Program Description: Seek story placements through Metro Portland PR efforts to highlight the tourism experiences of the region • Target Audience: Selected national publications and freelance writers • Geographic Target: US travel consumers with emphasis on western United States

  11. Programs/Tactics Cont’d. • Key Partners/Regions: Destination Marketing Organizations in Region with Metro Portland Region • New Program or Repeat: Repeat program • Measurement: Travel Oregon measurements are applicable • Budget: $ 8,000

  12. Programs/Tactics • Strategy #4: Increase group tour bookings in region from domestic and Canadian tour operators • Program Name: Group Tour business • Discipline: Sales • Program Description: Fund additional effort by Metro Portland region staff: to work with local tourism partners to create properly priced product/experiences for the market; to host research trips by appropriate tour companies, attend selected marketplaces; participate in selected promotional projects • Target Audience: Tour companies • Geographic Target: US and Canadian tour operators interested in or already offering Oregon tour itineraries

  13. Programs/Tactics Cont’d. • Key Partners/Regions: DMO’s in region and Metro Portland Region • New Program or Repeat: repeat program • Measurement: Travel Oregon measurements are applicable • Budget: $5,400

  14. RCMP Plan Summary • Fulfillment $10,000 • Advertising $28,000 • International marketing $ 6,600 • Public Relations $ 8,000 • Group tour marketing $ 5,400 • Total: $58,000

  15. Regional DMO Budget Information • The Mt. Hood-Columbia River Gorge region does not have a regional marketing program beyond the RCMP marketing plan. The four DMOs of the region anticipate spending more than $800,000 on marketing their local destinations within the region during this same time period.

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