mt hood gorge region rcmp program july 1 2008 june 30 2009 april 8 2008 l.
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Mt. Hood Gorge Region RCMP Program July 1, 2008 - June 30, 2009 April 8, 2008 PowerPoint Presentation
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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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Presentation Transcript
overview of region
Overview of Region
  • Portions of Multnomah, Wasco, Clackamas and Hood River Counties
  • Destination Marketing Organizations of region and steering committee
strategies
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

programs tactics
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

programs tactics7
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
programs tactics8
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
slide9
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
programs tactics10
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
programs tactics11
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
programs tactics12
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
programs tactics cont d
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
programs tactics14
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
programs tactics cont d15
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
rcmp plan summary
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
regional dmo budget information
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.