OREGON. WE LOVE DREAMERS.

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Central OregonRCMP Program July 1, 2009
June 30, 2010
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Overview of Region

• Located on the eastern, sunny side of the
  Cascade Mountains, Central Oregons diverse
  landscape varies from towering Ponderosa pines
  and mountain lakes to a high desert landscape
  filled with the scent of fresh Juniper.
• Central Oregons tourism inventory is richly
  diverse with the tourism product evolving
  seasonally. Deschutes County is host to the
  largest population base of the region, with the
  city of Bend renowned as one of the fastest
  growing Metropolitan Statistical Areas in the
  nation.
• The Redmond Airport is also one of the fastest
  growing commercial airports in the nation and,
  in 2009, will complete a terminal infrastructure
  expansion which doubles the size of the current
  facility.
• Central Oregon is a true, year-round vacation
  destination, with the predominance of visitors
  coming to the region between June and September.
  Central Oregon is home to 29 golf courses and a
  ranking from Golf Digest in the Top 50 Golf
  Destinations in the World. Winter brings skiers
  and boarders from around the globe to experience
  the natural, unspoiled beauty and dry powder at
  Mt. Bachelor. Hundreds of lakes, more than 1
  million acres of National Forest, luxury
  destination resorts, miles of cycling trails, fly
  fishing and white water rafting are only the
  beginning of a Central Oregon vacation
  experience. These attributes, combined with a
  sophisticated dining and cultural scene, make
  Central Oregon a popular year-round destination
  for any visitor.

OREGON. WE LOVE DREAMERS
OREGON. WE LOVE DREAMERS
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Overview of Region

• The Central Oregon Visitors Association (COVA)
  has been appointed by the members of the Central
  Oregon RCMP Stakeholders Committee as the tourism
  entity to contract with the OTC to represent the
  region. The RCMP Committee Stakeholders
  represent the depth of the Central Oregon tourism
  industry and includes
• Bend Chamber
• Bend VCB
• Central Oregon Visitors Association
• Crooked River Ranch Chamber
• Deschutes Fair Expo Center
• Eagle Crest Resort
• High Desert Museum
• LaPine Chamber
• Madras / Jefferson County Chamber
• Maupin Chamber
• Oregon Lodging Association
• Oregon Tourism Commission (Tom Luersen)
• Prineville / Crook County Chamber
• Redmond Chamber CVB
• Riverhouse Convention Center
• Seventh Mountain Resort
• Sisters Area Chamber

WE LOVE DREAMERS
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Key Strategies

• 1 Develop awareness of Central Oregon as a
  Group Meeting Convention destination.
• 2 Develop and enhance Central Oregons
  international marketing partnerships with Travel
  Oregon in key markets with emphasis on Germany,
  the United Kingdom and Japan.
• 3 Sustain the Central Oregon destination brand
  with a presence in key Travel Oregon
  publications. Fund inquiry fulfillment programs
  via partnership in Travel Oregons TOOL lead
  fulfillment program.
• 4 Co-op with Travel Oregon in Press, Public
  Relations Sales/Tradeshow activities.

OREGON. WE LOVE DREAMERS
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Programs/Tactics

• Strategy 1
• Develop awareness of Central Oregon as a Group
  Meeting Convention destination.

• Program Name Group Convention
• Discipline Image Advertising, Sales / Trade
  Shows Public Relations
• Target Audience Group Convention Meeting
  Planners
• Geog. Target National, with Emphasis on Western
  States
• Program Description
• Brand image advertising in targeted publications.
  (P4C destination image advertising in Meetings
  West and Smart Meetings).
• Sales Trade Shows at HSMAI, TEAMS and MPI
• Targeted public relations efforts including
  in-market meetings with editors, feature writers
  and publishers.
• Expand and enhance the Meetings Convention
  pages of the regional web site and regional
  Visitors Guide.

OREGON.
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Programs/Tactics
Strategy 2 Develop and enhance Central
Oregons international marketing partnerships
with Travel Oregon in key markets with emphasis
on Germany, the United Kingdom and Japan.

• Program Name International
• Discipline Marketing, Sales Public
  Relations
• Target Audience Wholesale travel operators and
  international media
• Geog. Target Primary International markets
  targeted by Travel Oregon
• Program Description
• Partner with Travel Oregon at select
  International Travel Trade Shows and Sales
  Missions in Europe, Asia and the United States
• Co-Host FAM trips and research tours in Central
  Oregon for Travel Oregon qualified clients.
• Lead fulfillment utilizing the Official Central
  Oregon Visitors Guide and/or Press Kit through
  International Mail Service.

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Programs/Tactics
Strategy 3 Sustain the Central Oregon
destination brand with a presence in key Travel
Oregon publications. Fund inquiry fulfillment
programs via partnership in the Travel Oregon
Regional Pack program.
Program Name Central Oregon Co-op Advertising
Collateral Fulfillment Discipline Brand
Image development and inquiry fulfillment Target
Audience Leisure and FIT travel interested in
Oregon as a destination Geog. Target Out of
State / International

• Program Description
• Brand image advertising in Travel Oregon Magazine
  and Vacation Planning Guide.
• Inquiry fulfillment with Official Central Oregon
  Visitors Guide.
• Participation in the Travel Oregon Regional Pack
  fulfillment program.

Central Oregon Visitors Guide Summer Winter
Covers
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Programs/Tactics
Strategy 4 Co-op with Travel Oregon in Press
Public Relations events to leverage the current
Central Oregon outreach to key editors,
publishers and travel writers.

• Program Name Travel Oregon Co-op Press and
  Public Relations
• Discipline Familiarization Tours Media Kits
• Target Audience Travel Writers / Qualified
  Freelance writers / television
• Geog. Target Out of State and International
• Program Description
• Support Travel Oregon press events and tourism
  leadership activities with personnel, collateral
  and FAM support.
• Leverage the Travel Oregon and COVA public
  relations programs to target key editors,
  publishers and travel writers in their own
  market. Sell Oregon first.
• Partner with Travel Oregon at key, affluent,
  consumer trade shows including the Los Angeles
  Times Travel Adventure Expo and the Sunset
  Magazine Celebration Weekend.

OREGON.
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Programs/Tactics

• Key Partners/Regions
• Travel Oregon and the members of the Central
  Oregon RCMP Stakeholders Committee will be the
  primary partners in the Central Oregon RCMP Plan
  execution.
• Co-op programs with Travel Oregon and COVA have
  proven highly effective in leveraging the RCMP
  investment. These added value and matching
  resources will be utilized throughout Central
  Oregons RCMP campaign.

• Measurement
• Each Key Strategy receives ongoing oversight on a
  program by program basis with ROI and program
  results tracked and tabulated monthly, quarterly
  and annually.
• Public Relations and Trade Show efforts will be
  tracked individually with detailed follow up
  reports on all research trips, FAM trips, press
  kit dissemination and travel trade shows.
• Reports will follow Inquires Generated, Leads
  Generated, Collateral Fulfilled and detailed Web
  Site Activity.
• All Earned Media generated as result of the RCMP
  programs is tracked, quantified and kept on file.

WE LOVE DREAMERS
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RCMP Plan Summary
2009-10 Central Oregon RCMP Budget Outline
Group and Convention Advertising Media
Meetings West 17,500.00 Smart
Meetings 17,500.00 Trade Shows
Sales HSMAI West 4,500.00 TEAMS
Conference 4,000.00 Web Development
3,500.00 Production 1,500.00 International
Advertising Media Discover America Travel
Guide 12,500.00 (18 countries / translated in
six languages) Trade Shows Sales ITB -
Germany 4,500.00 European Sales Mission
4,500.00 Pow Wow U.S. 4,500.00 Research
Tours / FAMs / Intl Catalogues
1,000.00 Collateral Fulfillment for Intl
Inquiries 7,500.00
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RCMP Plan Summary
2009-10 Central Oregon RCMP Budget Outline
Domestic / Leisure Advertising Media
Travel Oregon Magazine CO Reg.
4PC 10,000.00 Oregon Trip Planner
9,500.00 Travel OR Regional Pack Collateral
Program 7,500.00 Sunset Travel
Show________________________ 3,500.00 Los
Angeles Times Travel Show________________
3,500.00 PR / Press Events Annual Longwood
Research PR / Press Events 2,500.00 Longwood
s Regional Visitor Impact Research_________10,000
.00 Photo Rights 1,500.00 TOTAL Central
Oregon RCMP Budget 131,000.00
OREGON. WE LOVE DREAMERS
OREGON. WE LOVE DREAMERS
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FY 08-09 budget
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FY 08-09 budget
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Budget Reduction Impacts

• International Travel Trade Shows were reduced by
  20, which equates to one less show annually and
  will transition to alternate years of JATA, WTM
  and ITB.
• Program support to COVA for staff time and
  expenses incurred to execute the RCMP programs
  were eliminated entirely in order to keep the
  rest of the Central Oregon RCMP budget intact.
  These costs will be absorbed by COVA as in-kind
  support for the RCMP program.
• All primary media, advertising and program line
  items in the budget remain at previous year
  levels. No cuts in these categories have been
  budgeted for FY 09-10, however, if TRT receipts
  fall below projections, these allocations will
  have to be re-evaluated.