TEST PRESENTATION

1
Willamette Valley RegionRCMP ProgramJuly 2009
June 2010May 22, 2009
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 and use the branding of the
  Willamette Valley as Oregon Wine Country as the
  marketing identity for the region.

3
Strategies

• 1 Continue development of promotion of the
  Willamette Valley with featured experiences
  themed as Family Voyager, Adventurer, Gourmand,
  Relaxer, Culture Seeker, and Naturalist. All
  promotions will center on these experiences.

4
Sunset Magazine
5
Travel Oregon
6
Budget Travel
7
Food Wine
8
Programs/Tactics

• Strategy 1 Develop and promote experience theme
  vacations that include lodging using key themes
  of Adventurer, Family Voyager, Relaxer, Culture
  Seeker, Gourmand and Naturalist. All promotions
  will be centered around featuring these
  experiences.
• Program Name Experience Packages
• Discipline Public Relations, Advertising, Online
  Marketing
• Program Description promote the Willamette
  Valleys key niche activities by encouraging
  different types of visitors to find their travel
  interest in the Willamette Valley.
• Target Audience adults with interest in the key
  niches
• Geographic Target California, Washington, Idaho
  and Oregon

9
Programs/Tactics Contd.

• Key Partners/Regions DMOs of region and tourism
  partners interested in developing the
  experience-based packages
• New Program or Repeat repeat program
• Measurement uses Travel Oregon measurements and
  we track with a monthly marketing report
• Budget 231,525

10

• The promotions will feature the experiences,
  sometimes all six and sometimes in smaller
  groups. All experiences are on the website of
  OregonWineCountry.org and the DMO websites. There
  is one feature experience each year in each
  category and 5 other experiences, so each DMO has
  an experience in each theme.

11

• Advertising will include
• Travel Oregon Magazine
• Trip Planner
• Sunset Magazine (PNW NCA editions)
• This is the second year for monthly insertions
  in each edition featuring all 6 experiences four
  times in the course of the 12 months. The expense
  is shared 50/50 between RCMP and DMOs.

12

• Public Relations will include
• work by individual DMO Media Relations
  staff
• work with Maxwell PR to develop 6 media
  trips to region/one for each experience
• new video for each experience
• continuation of opt-in newsletter to
  consumers
• consideration of a voice for the region
  in videos and other promotions

13
WVVA Revenue Sources

• WVVA Memberships 18,000
• WVVA Partnerships 32,525
• Carry forward for research 5,000
• RCMP funding 176,000
• TOTAL 231,525

14
RCMP Plan Summary

• Public Relations 40,000
• Research
  10,000
• Fulfillment
  29,000
• Regional Guide 28,000
• Website 35,000
• Advertising
  83,525
• Administrative
  6,000
• TOTAL
  231,525

15
Whats Missing

• Due to the decrease in funding we have cancelled
  the contract for marketing/administrative
  support, lowered the funding available for the
  public relations contract, allocated less for the
  work on our website, plan to place fewer print
  ads and eliminated the clipping service fees.
• There is no funding for international nor travel
  trade marketing. Our regional funding is not
  sufficient to add that strategy. We are seeking
  the development of an international/travel trade
  interest group among the tourism interests and
  businesses in the region and that may lead to
  expansion of these two markets.

16
Wish List

• If we had additional funds we would contract for
  part-time marketing and administrative support,
  increase the funds available for work on the
  website and increase the funding for public
  relations