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The Seven Wonders of Oregon 2014 Spring Media Plan

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.

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The Seven Wonders of Oregon 2014 Spring Media Plan

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  1. The Seven Wonders of Oregon2014 Spring Media Plan 2/13/14

  2. 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. Together, we can amplify Oregon's overall share-of-voice to inspire and increase travel to our wonderful State.

  3. CONSUMER OUTREACH OBJECTIVES Inspire potential Explorers to visit Oregon (Go-There) Encourage Explorers to share their Seven Wonders experience through the use of #TravelOregon Make it easy for Explorers to find the Seven Wonders Photo Resourceon TravelOregon.com (curated crowd-sourced photos)

  4. 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, snowboarding, surfing, whitewater rafting, and beach-going

  5. 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

  6. REACH EXPLORERS WHEN THEY’RE READY Inspire/Influence Explorers at every step as they plan/take their vacations Cinema 4 Million Imp. Local TV: Broadcast & Cable 239 TRP’s/Mkt 130,00 Clicks 27,000 Views Search Google & Youtube Digital: Video Ads 30 Million Imp. Digital: Banner Ads 8 Million Imp. Onsite: Street Teams 2 Team Members per Wonder/Day Social Media: Instagram, Twitter, Facebook, Pinterest Outlets to Promote sharing Deals & Specials Posts/Tweets to spotlight OR stories Apps, links & promos that facilitate planning Dream Plan Book Experience Share Reflect & publish Commit to travel Travel Open to travel inspiration Seek out travel inspiration & details

  7. MEDIA PLAN MEDIA BUY • US Target Markets: San Francisco, Portland, Boise, Seattle • Canada Target Market: Vancouver BC

  8. Contacts: • Michael Sturdevant • Senior Manager, Global Marketing Services • Michael@TravelOregon.com • 971-717-6183 • Ariana Bray-Sweet • Global Marketing Services Coordinator • Ariana@TravelOregon.com • 971-717-6182

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