OREGON. WE LOVE DREAMERS.

1
Metro Portland DRAFT RCMP Program July
1, 2008 June 30, 2009 April 9, 2008
2
Overview of Region

• Geography and Key Partners
• Clackamas County (portions of) Linda Bell,
  Jeannine Breshears
• Columbia County Julie Beehler
• Multnomah County (portions of) Barbara
  Steinfeld, Deborah Wakefield, Brian McCartin,
  Greg Newland, Jeff Miller
• Washington County Ruthie Reinert

3
Strategies

• 1 (repeat) Support an international sales and
  marketing program to promote the region in the
  markets served by direct flights to/from Portland
  International Airport Mexico, Asia and Europe.
• 2 (repeat) Fund a domestic sales and marketing
  program to generate increased travel to the
  region.
• 3 (repeat) Fund an international and domestic
  media relations/communications program to
  increase editorial coverage of the region.
• 4 (repeat) Provide consumer marketing support
  to generate increased domestic travel to the
  region.

4
Programs/Tactics

• Strategy 1 International Sales and Marketing
• Program Name International Tourism Program
• Discipline Travel Trade
• Program Description
• Increase international visits to the region by
  attending trade shows, hosting fam trips and
  investing in new markets.
• Educate local partners on how to succeed in the
  international market.
• Produce appropriate marketing materials to
  support the sales efforts.
• Target audience International media and travel
  trade
• Geographic target Mexico, Asia, Europe
• Key Partners/Regions Travel Oregon, Port of
  Portland, Mt. Hood/Gorge
• New Program or Repeat.
• Measurement Travel Oregon measurements are
  applicable
• Budget 119,600

5
Programs/Tactics

• Strategy 2 Domestic Sales and Marketing
• Program Name Domestic Tourism Program
• Discipline Travel Trade
• Program Description Fund a position that will
  qualify, solicit and generate leads make sales
  calls design itineraries prepare client
  proposals schedule and conduct sales trips and
  presentations coordinate and host research trips
  and site inspections plan and participate in
  travel/trade industry trade shows, missions and
  conventions. Produce appropriate marketing
  materials to support the sales efforts.
• Target audience Tour operators and other key
  influencers
• Geographic target U.S. and Canada
• Key Partners/Regions Travel Oregon, OTTA, Mt.
  Hood/Gorge
• New Program or Repeat.
• Measurement Travel Oregon measurements are
  applicable
• Budget 180,900

6
Programs/Tactics

• Strategy 3 Media relations/communications
• Program Name New York P.R. Firm
• Discipline Media relations/communications
• Program Description Continue the contractual
  agreement with the New York PR firm Development
  Counsellors International (DCI).
• Target audience National media (based in New
  York) and regional media in key northeast markets
• Geographic target New York and key northeast
  markets
• Key Partners/Regions Mt. Hood/Gorge Region
• New Program or Repeat.
• Measurement The contracts goals include the
  number of story/idea packages to be pitched to
  targeted media, and a dollar value to be
  generated in editorial coverage for the region
• Budget 135,000

7
Programs/Tactics

• Strategy 3 Media relations/communications
• Program Name Media relations coordination
• Discipline Media relations/communications
• Program Description
• Media relations manager Coordinate the increased
  number of media requests generated for the region
  by Travel Oregon and DCI.
• Media research tours Host media
  events/gatherings (site tours, media luncheons,
  receptions, press blitzes, etc.) that showcase
  the region to targeted media from outside the
  state. With a tightening hotel market, it is
  increasingly difficult to obtain media rates or
  complimentary services.
• Target audience National media (based in New
  York) regional media in key northeast markets
  international media referred by Travel Oregon
• Geographic target New York, key northeast
  markets and key international markets (Asia,
  Europe, Mexico)
• Key Partners/Regions Travel Oregon, Mt.
  Hood/Gorge Region
• New Program or Repeat.
• Measurement Dollar value of editorial coverage
• Budget 115,300

8
Programs/Tactics

• Strategy 4 Consumer marketing
• Program Name Travel Oregon co-ops
• Discipline Advertising
• Program Descriptions
• Bounty Experiences (repeat program) Develop
  and produce a collateral piece that highlight the
  regions experiences and offers. Estimated
  budget 5,000.
• Oregon Bounty campaign on Travelocity (new
  program) As appropriate and per mutual
  agreement, support Travel Oregons promotional
  campaign. Estimated budget 15,000.
• Travel Oregon media buy (repeat program)
  Leverage Travel Oregon media schedule by funding
  insertions of fourth-page co-op ads. Estimated
  budget 38,500.
• Target audience and geographic target TBD, with
  Travel Oregon
• Key Partners/Regions Travel Oregon
• Measurement TBD with Travel Oregon.
• Budget 58,500

9
Programs/Tactics

• Strategy 4 Consumer marketing
• Program Name Regional fulfillment (TORP program)
• Discipline Marketing
• Program Description Fulfill consumers Metro
  Portland requests with visitor guides from the
  four regional partners.
• Target audience Travelers who have requested
  information about Metro Portland
• Geographic target International and U.S.
• Key Partners/Regions DMOs from Clackamas,
  Columbia, Multnomah and Washington counties.
• New Program or Repeat.
• Measurement Requests fulfilled.
• Budget 50,000

10
RCMP Plan Summary

• Expenditures based on projected revenues, which
  include co-op contributions from the Mt.
  Hood/Gorge region. Spending may vary, based on
  actual revenues received.
• Estimated expenditures based on projected
  revenues. Actual spending may vary.