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The Seven Wonders of Oregon 2014 Spring Media Plan 2/13/14.

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Presentation on theme: "The Seven Wonders of Oregon 2014 Spring Media Plan 2/13/14."— Presentation transcript:

1 The Seven Wonders of Oregon 2014 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 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)

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

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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