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Willamette Valley Region RCMP Program July 2009 – June 2010 May 22, 2009. 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.

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Willamette Valley RegionRCMP ProgramJuly 2009 – June 2010May 22, 2009


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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.


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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.






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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 Valley’s 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


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Programs/Tactics Cont’d.

  • Key Partners/Regions: DMO’s 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


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  • 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.


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Advertising will include 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.

  • 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.


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  • Public Relations will include: 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.

    * 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


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WVVA Revenue Sources 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.

  • WVVA Memberships $ 18,000

  • WVVA Partnerships $ 32,525

  • Carry forward for research $ 5,000

  • RCMP funding $176,000

    TOTAL $ 231,525


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RCMP Plan Summary 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.

  • 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


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What’s Missing 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.

  • 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.


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Wish List 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.

  • 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


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