Recommended Brand Platform for the Oregon Coast

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Recommended Brand Platform for the Oregon Coast
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Process

• 1. Gathered input
• - Online survey of Oregon Coast visitors
• - Regional tourism industry meetings in
  Astoria, Lincoln City and Bandon
• 2. Summarized regional input to define the Oregon
  Coast experience from the perspective of the
  north, central and south coast
• 3. Looked at other research that is available
  from Travel Oregon, Longwood and Dean Runyan.
• 4. Developed brand platform
• - Key messages, brand manifesto and recommended
  tagline

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OCVA Survey Methodology

• Online study administered via Survey Monkey to
  13,000 email addresses provided by people
  visiting or interested in visiting the Oregon
  Coast
• Format was mainly multiple choice, with some
  open-ended prompts
• Primary purpose was to identify the emotional
  appeals of an Oregon Coast vacation

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• Longwoods
• Sample size 200,000
• 1,519 responses, 359 previous
• Oregon Coast visitors
• Primary respondent
• - Married empty-nester
• - Age 45 64
• - Annual income 50,000
• Primary accommodations friends or
• family
• 1 desired experience beach/ocean

• OCVA Survey
• Sample size 13,000
• 540 responses, 450 previous
• Oregon Coast visitor
• Primary respondent
• - Married empty-nester
• Age 45 64
• Annual income 50,000
• Primary accommodations hotel/motel
• 1 desired experience beach/ocean

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Beyond The Numbers - Emotional Connections

• The Oregon Coasts product is a sensory
  experience that
• evokes memories and creates or reinforces a
  relationship,
• which is the basis of brand positioning.
• What our consumers said

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COASTAL MEETINGS

• 3 Coastal meetings
• OCVA Members
• Everyone interested
• Robeson/Maxwell
• Holly MacFee Travel Oregon
• Susan Palmer Board Chair
• Natalie Inouye Marketing Chair
• Rebecah Morris OCVA

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The Oregon Coast North Coast Perspective

• 1. The Oregon Coast, with its scenic beauty,
  recreational and cultural opportunities, history
  and heritage, offers an awakening of the senses,
  creating memories of a lifetime that cannot be
  found elsewhere.

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The Oregon Coast North Coast Perspective

• 2. The Oregon Coast is accessible by all, where
  everyone is equal. It is the only coast thats
  owned by everyone. A place where you can shed
  all of your preconceptions and release your inner
  child. A place where Im totally myself, Im my
  natural being, my natural me shedding stress,
  worries, being my own wonderful self.

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The Oregon Coast North Coast Perspective

• 3. Freedom of the senses, healing, vacation for
  your mind. Transcendental, transforming reality,
  where your spirit goes ahhh. Where your inner
  child comes out to play. How simple it is to
  reconnectthis is where I want to be.

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The Oregon Coast North Coast Perspective

• 4. The Oregon Coast is the playground for your
  inner child. Where the smell, the joy, the
  sanctity, the moods, the history and the majesty
  refresh and rejuvenate you.

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The Oregon Coast Central Coast Perspective

• 1. Where life is simply stunning, surrounded by
  rugged, unspoiled beauty and my family. Where
  the world seems large and my problems seem small.
  Where I can share my experiences with a child.
  Where I can experience new wonders through the
  eyes of a child. Where my soul is refreshed by
  the morning dew and the sunset brings me peace.

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The Oregon Coast Central Coast Perspective

• 2. The Oregon Coast is a place where I come to
  reawaken all of my senses. Where I see the rugged
  beauty, majestic surf and feel the power of the
  ocean. Where I taste the oceans bounty. I come
  here to reconnect with loved ones and enjoy new
  experiences. I leave refreshed, invigorated and
  dreaming of returning.

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The Oregon Coast Central Coast Perspective

• 3. The Oregon Coast is foremost a sensory
  experience, one that gives you an up close and
  personal connection with the sights, sounds,
  smells and tastes of nature, arts, cuisine, ocean
  and storms. It lets visitors create their own
  relationship with the coast. Life is good.

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The Oregon Coast Central Coast Perspective

• 4. The Oregon Coast is Mother Natures most
  inspiring canvas, offering a palette that changes
  from a forested rocky cliff to a gentle sloping
  beach, feeding your creative soul while
  satisfying your sense of adventure. You will find
  something different around every corner. Come
  create your own work of art on the Oregon Coast.

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The Oregon Coast South Coast Perspective

• 1. The Oregon Coast offers a splendid scenic and
  serene vision of endless natural beauty and
  artistic diversity, boundless outdoor recreation
  and the best cup of chowder youve ever had.

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The Oregon Coast South Coast Perspective

• 2. The Oregon Coast is better than your
• best moonlight walk
• best round of golf
• best day of beach walking
• (fill in the blank)

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The Oregon Coast South Coast Perspective

• 3. The Oregon Coast is a place where the waves
  meet the woods with spectacular expressions of
  nature. Romantic rocky coastlines, vast unspoiled
  beaches and seasonal bursts of color that inspire
  a presence bigger than yourself. Take a deep
  breath and begin your Oregon Coast adventure by
  recharging your senses. Free your soul.

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The Oregon Coast South Coast Perspective

• 4. Escape to the Oregon Coast A refreshing,
  relaxing, stimulating experience that awakens
  your senses and cleanses your soul. Miles of
  unspoiled beaches, where the majestic forest
  meets the sea. Quaint coastal communities are a
  step back in time, where people have time for
  each other. Were the longitude that gives you
  latitude.

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Planks of the Oregon Coast Brand Platform

• Personal and Sensory Experiences
• Rugged Natural Beauty
• Varied and Abundant Activities
• Public Ownership/Access
• A Place to Connect
• An Anticipated Destination

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Key Messages

• Personal and Sensory Experiences
• The Oregon Coast is a place where an abundance
  of sights, sounds, smells, tastes and feelings
  create very personal relationships with the coast
  that are unique and powerful for each visitor.

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Key Messages

• Rugged Natural Beauty
• The Oregon Coast is an awe-inspiring canvas of
  forested rocky cliffs, gentle sloping beaches and
  majestic inland rivers that feed your soul,
  satisfy your sense of adventure, and surprise you
  with a new and different outlook around every
  corner.

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Key Messages

• Varied and Abundant Activities
• The Oregon Coast is a playground for your inner
  child, where miles of unspoiled beaches, majestic
  forests, quaint coastal communities, history,
  recreation and culture create memories of a
  lifetime that cannot be found elsewhere.

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Key Messages

• Public Ownership/Access
• Because Oregon is a place that believes in
  public ownership of its most stunning places, and
  its citizens are fiercely dedicated to preserving
  these natural assets, the entire Oregon Coast is
  a place for all to experience and enjoy.

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Key Messages

• A Place to Connect
• The Oregon Coast is a place where people come to
  connect with nature, find peace for their inner
  soul, reconnect with loved ones, and enjoy new
  experiences, and where they leave refreshed,
  invigorated and longing to return.

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Key Messages

• An Anticipated Destination
• The Oregon Coast is a wide-ranging palette of
  geography, topography, activities, climates and
  cultures, where visitors travel Highway 101 and
  scenic coastal mountain routes to 363 miles of
  coastline.

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The Oregon Coasts Brand Promise

• Oregons 363 miles of publicly-owned coastline
  offers the West Coasts premier coastal getaway
  for visitors who want to enjoy the ocean as
  nature intended it by offering access to rugged
  natural beauty where powerful sensory experiences
  let you reconnect with yourself and loved ones
  through an abundance of recreational and cultural
  activities, history and quaint communities that
  send you away feeling refreshed and revitalized.

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Going There vs. Being There

• What are we selling when we sell the Oregon
  Coast? Long stretches of beach? A viewpoint
  overlooking crashing waves? The worlds best cup
  of clam chowder? A hike, nice room, or mixed bag
  of saltwater taffy?
• Sure, youll find all those things there, in
  abundance. But, those are the rational aspects
  of the Oregon Coast brand. Theyre the being
  there part of a trip to the beach.
• The emotional aspects those factors that
  consumers connect and bond with are what truly
  define the Oregon Coast. The foundation of the
  brand is how it connects with the emotion of
  going there. Its the anticipation of an assault
  on your senses, unique and deeply personal. Its
  the sense of arrival, and of an experience to
  come.

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Brand Manifesto
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• Somewhere along these 363 miles of heaven, itll
  hit you.
• Youll come around the last corner and see that
  familiar
• cloudbank hanging over the beach. Youll handpick
  a fresh
• Dungeness crab, and itll be a decadent
  combination of sweet
• and salty, just like when you were 12.
• Youll walk out onto a pier or jetty, smell the
  sea, and be
• humbled. Youll see the aging wooden pilings in
  the river,
• and remember the salmon you caught with grandpa.
• Youll ignore the cool night air, throw open a
  window, and
• let the steady ebb and flow of waves lull you
  into a sleep like
• no other.

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• Youll stop before you check in, because you
  cant wait to
• feel the sand between your toes and spray on your
  cheek.
• Somewhere along these 363 miles, youll realize
  youve
• reached your part of the Oregon Coast.
• And, if you have a moment or two between the
  soaring
• forests and the sheer ocean cliffs, you might
  think about the
• fact that its here for you because Oregon
  believes in
• preserving these places for all and forever.
• It means you can walk barefoot for miles in the
  surf and
• never run into a fence.

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• Its why we clean up our own beaches. Stop
  someone who
• lives here, and youll get an earful about why
  theyd never
• live anywhere else. These 363 miles are
  theirsnot to
• possess, but to share.
• It doesnt matter if youre coming here to catch
  a fish, write a
• book, propose to your sweetheart, or teach your
  kids about
• sand castle architecture. When you leave, the
  whole way
• home youll think about coming back to this place
  your
• place along these 363 miles of the Oregon Coast.

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Strategic Rationale

• Iconic destination
• Focus on connections consumers
• Emotions
• Reinforce the Oregon Coast as a continuum
• Take advantage of existing marketing
• That would take advantage of the Travel Oregon
  themes

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Whats Next

• WK to finish up creative
• Redesign of web site In process
• Launch new brand heavy starting August 2008

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Budget

• MBM Guides PCSB Brochures 55,000.00
• Marketing Strategist Branding
  35,000.00
• E-Commerce 24,500.00
• PR, Media outreach 15,000.00
• Travel Channel Promotion 5,000.00
• Trademark 3,000.00
• Print Online Advertising (ads, fulfillment
  related 305,500.00
• expenses)
• Total 443,000.00