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Central Oregon RCMP Program January 1, 2007 – June 30, 2008. Overview of Region.

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Central Oregon RCMP Program January 1, 2007 – June 30, 2008

OREGON. WE LOVE DREAMERS.


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Overview of Region

  • Located on the eastern “sunny” side of the Cascade Mountains, Central Oregon’s diverse landscape varies from towering Ponderosa pines and mountain lakes to a high desert landscape filled with the scent of fresh Juniper.

  • Central Oregon’s tourism inventory is richly diverse and our tourism product evolves seasonally. Deschutes County is host to the largest population base of the region, with the city of Bend the 6th fastest growing MSA in the nation.

  • The Redmond Airport is the 2nd busiest airport in Oregon, behind only Portland International in enplanements.

  • Central Oregon features more than two dozen golf courses (ranked in the Top 50 Golf Destinations in the World); hundreds of lakes, thousand of acres of National Forest, breathtaking resorts, miles of cycling trails and world class skiing, making this a popular year-round destination for visitors.

OREGON. WE LOVE DREAMERS.


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Overview of Region

  • The Central Oregon Visitors Association (COVA) has been appointed by the members of the Central Oregon RCMP Stakeholders Committee as the tourism entity to contract with the OTC to represent the region. The RCMP Committee Stakeholders represent the depth of the Central Oregon tourism industry and includes:

    • Bend Chamber, Mike Schmidt

    • Bend VCB, Mike Glover

    • Central Oregon Visitors Association, Alana Audette

    • Crooked River Ranch Chamber, John Bowler

    • Deschutes Fair & Expo Center, Roxia Todoroff

    • LaPine Chamber, Rose Alsbury

    • Madras / Jefferson County Chamber, Holli Van Wert

    • Maupin Chamber, Susan Kay

    • Oregon Lodging Association, Brett Evert

    • Oregon Lodging Association, Scott Pence

    • Oregon Tourism Commission, Tom Luersen

    • Prineville / Crook County Chamber, Diane Bohle

    • Redmond Chamber & CVB, Eric Sande

    • Sisters Area Chamber, Cheryl Mills

    • Sunriver Chamber, Deanna Elliott

    • Warm Springs Museum, Carol Leone.

OREGON. WE LOVE DREAMERS.


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Key Strategies

#1: Develop awareness of Central Oregon as an easily accessible and competitive vacation destination in the emerging destination markets now served with non- stop commercial air service.

#2:Continue to develop the Central Oregon partnership with Travel Oregon in the Germany, United Kingdom and Japan key international markets.

#3: Develop awareness of Central Oregon as a Group Meeting & Convention destination.

OREGON. WE LOVE DREAMERS.


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Programs/Tactics

Target audience:

Affluent ($75k+ HHI), 28-65 years, golfers, skiers, outdoor enthusiasts and frequent travelers

Geographic target: greater Los Angeles area, targeted metro area population markets in key one-stop feeder markets including: New York, Florida, Chicago, Boston, Nevada, Washington.

Strategy #1. Develop awareness for Central Oregon in emerging destination markets served by new non-stop commercial air service.

Program Name: Travel Central Oregon Advertising & PR

Discipline: Public Relations & Advertising

Program Description:

  • Brand image advertising (full, half and 1/3 page executions in publications including AAA publications, Sunset, Golf Digest, Official Central Oregon Visitors Guide, airline in-flight publications, newspaper special travel sections)

  • Travel trade shows and sales missions

  • Targeted public relations efforts including in-market meetings with editors, feature writers and publishers

  • Central Oregon research tours and regional familiarization opportunities with regional partners and Travel Oregon

  • Oregon Film & Video Los Angeles Office co-op support

  • Lead fulfillment with the Official Central Oregon Visitors Guide and/or Press Kit

OREGON. WE LOVE DREAMERS.


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Programs/Tactics

Strategy #2. Develop the Central Oregon partnership with Travel Oregon in the primary German, UK and Japan international markets.

Program Name: Travel Central Oregon International

Discipline: International Marketing & PR

Program Description:

  • Brand image advertising (USA Travel Guide / 1 million copies; Golf Sales piece Japanese translation; America Journal)

  • Attend International Travel Trade Shows: ITB Berlin; Pow Wow; Go West; WTM UK; Japan sales mission and JATA

  • Host FAM trips and research tours

  • Central Oregon amenity for International visitors

  • Lead fulfillment with the Official Central Oregon Visitors Guide and/or Press Kit

OREGON. WE LOVE DREAMERS.


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Programs/Tactics

Strategy #3.

Develop awareness of Central Oregon as a Group Meeting & Convention destination.

Program Name: Group Meeting & Convention Programs

Discipline: Public Relations & Advertising

  • Brand image advertising in select meetings publications including Meetings West and Smart Meetings

  • Travel trade shows and sales missions

  • Targeted public relations efforts including in-market meetings with editors, feature writers and publishers

OREGON. WE LOVE DREAMERS.


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Programs/Tactics Cont’d.

  • Key Partners/Regions: Travel Oregon and regional DMO cooperative marketing opportunities will be key partners in the Central Oregon RCMP Plan execution.

  • Co-op programs with Travel Oregon and COVA have proven highly effective in leveraging the RCMP investment. These added value and matching resources and will be utilized throughout Central Oregon’s RCMP campaign.

  • Measurement:

    • Central Oregon RCMP advertising programs receive a dedicated URL and toll-free number. Monthly, quarterly and annual reports will be maintained.

    • Public Relations and Trade Show efforts will be tracked with follow up reports on all research trips, FAM trips, press kit dissemination and travel trade shows.

OREGON. WE LOVE DREAMERS.


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RCMP Plan Summary

OREGON. WE LOVE DREAMERS.


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