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Mt. Hood Gorge Region RCMP Program July 1, 2008 - June 30, 2009 April 8, 2008. Overview of Region. Portions of Multnomah, Wasco, Clackamas and Hood River Counties Destination Marketing Organizations of region and steering committee. Strategies.

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Mt hood gorge region rcmp program july 1 2008 june 30 2009 april 8 2008 l.jpg

Mt. Hood Gorge RegionRCMP Program July 1, 2008 - June 30, 2009 April 8, 2008


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Overview of Region

  • Portions of Multnomah, Wasco, Clackamas and Hood River Counties

  • Destination Marketing Organizations of region and steering committee


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Strategies

#1: Increase overnight stays in the region from Pacific Northwest adult empty-nesters traveling by automobile in the fall (Sept-Nov)

#2: Increase regional presence in European markets

#3: Increase media coverage for region in national travel, niche special interest and lifestyle publications

#4: Increase group tour bookings in region from domestic and Canadian tour operators


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Programs/Tactics

Strategy #1: Increase overnight stays in the region

Program Name: Infinity Loop Guide

Discipline: Fulfillment

Program Description: Respond to visitor requests for information on the Mt Hood-Columbia River Gorge region by sending the Infinity Loop Guide

Target Audience: Those requesting more information on the region


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Programs/Tactics

  • Key Partners/Regions: Destination Marketing Organizations in region – West Columbia Gorge Chamber of Commerce, Hood River County Chamber of Commerce, The Dalles Area Chamber of Commerce and Mt. Hood Territory (Clackamas County Tourism & Cultural Affairs)

  • New Program or Repeat: Repeat but with a more active program to respond to those requesting information from Travel Oregon

  • Measurement: number of inquiries and number of guides distributed

  • Budget: $10,000 – please note that additional fulfillment is done by DMO partners at no cost to regional budget


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Programs/Tactics

  • Strategy #1: Increase overnight stays in the region

  • Program Name: Advertising

  • Discipline: Marketing

  • Program Description: Place ads in Travel Oregon Magazine, Destination Guide and in selected Travel Oregon coop program placements

  • Target Audience: Adult empty-nesters traveling by automobile in fall

  • Geographic Target: Pacific Northwest including British Columbia


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  • Key Partners: DMO’s in region

  • New or Repeat Program: Repeat but expanded plans

  • Measurement: Inquiries for Infinity Loop Guide and visits to website

  • Budget: $ 28,000


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Programs/Tactics

  • Strategy #2: Increase regional presence in European markets

  • Program Name: European receptive and tour operator catalogs and tariffs

  • Discipline: Sales trips, research trips and public relations

  • Program Description: Fund additional efforts by Metro Portland in appropriate European sales activities, public relations opportunities, research trips and education of regional tourism businesses in how to do business in Europe

  • Target Audience: Key tour companies, receptive operators and airline sales staff in European countries targeted by Travel Oregon

  • Geographic Target: Germany, Italy, France, United Kingdom and The Netherlands


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Programs/Tactics

  • Key Partners/Regions: DMOs in Region with Metro Portland Region

  • New Program or Repeat: Repeat program

  • Measurement: Travel Oregon measurements are applicable

  • Budget: $ 6,600


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Programs/Tactics

  • Strategy #3: Increase media coverage for region in national travel, niche special interest and lifestyle publications

  • Program Name: National Public Relations

  • Discipline: Public Relations

  • Program Description: Seek story placements through Metro Portland PR efforts to highlight the tourism experiences of the region

  • Target Audience: Selected national publications and freelance writers

  • Geographic Target: US travel consumers with emphasis on western United States


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Programs/Tactics Cont’d.

  • Key Partners/Regions: Destination Marketing Organizations in Region with Metro Portland Region

  • New Program or Repeat: Repeat program

  • Measurement: Travel Oregon measurements are applicable

  • Budget: $ 8,000


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Programs/Tactics

  • Strategy #4: Increase group tour bookings in region from domestic and Canadian tour operators

  • Program Name: Group Tour business

  • Discipline: Sales

  • Program Description: Fund additional effort by Metro Portland region staff: to work with local tourism partners to create properly priced product/experiences for the market; to host research trips by appropriate tour companies, attend selected marketplaces; participate in selected promotional projects

  • Target Audience: Tour companies

  • Geographic Target: US and Canadian tour operators interested in or already offering Oregon tour itineraries


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Programs/Tactics Cont’d.

  • Key Partners/Regions: DMO’s in region and Metro Portland Region

  • New Program or Repeat: repeat program

  • Measurement: Travel Oregon measurements are applicable

  • Budget: $5,400


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RCMP Plan Summary

  • Fulfillment $10,000

  • Advertising $28,000

  • International marketing $ 6,600

  • Public Relations $ 8,000

  • Group tour marketing $ 5,400

  • Total: $58,000


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Regional DMO Budget Information

  • The Mt. Hood-Columbia River Gorge region does not have a regional marketing program beyond the RCMP marketing plan. The four DMOs of the region anticipate spending more than $800,000 on marketing their local destinations within the region during this same time period.


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