Greater Portland

1
Greater Portland

• RCMP Program July 1, 2009 - June 30, 2010

2
Geography and Key Partners

• Clackamas County (portions of) Linda Bell,
  Jeannine Breshears
• Columbia County Amber Dennis
• Multnomah County (portions of) Brian McCartin,
  Jeff Miller, Greg Newland, Barbara Steinfeld,
  Deborah Wakefield
• Washington County Ruthie Reinert

3
Changes to overall strategy/approach

• Due to RCMP budget reductions, we will . . .
• Maintain core programs (public relations, tourism
  sales)
• Cut back in consumer marketing

4
Strategies

• Support an international sales and marketing
  program to promote the region in the Asian and
  European markets served by direct flights to/from
  PDX. (Repeat program.)
• Fund a domestic sales and marketing program to
  generate increased travel to the region. (Repeat
  program.)
• Fund an international and domestic media
  relations/communications program to increase
  editorial coverage of the region. (Repeat
  program.)
• Budget permitting, invest co-op dollars in Travel
  Oregons consumer marketing programs. (Repeat
  program.)

5
Programs/Tactics

• STRATEGY 1 INTERNATIONAL SALES MARKETING
• Discipline Travel Trade
• Program Description
• Increase international visits to the region.
  Qualify, solicit and generate leads make sales
  calls design itineraries prepare client
  proposals schedule and conduct sales trips and
  presentations coordinate and host research trips
  and site inspections and plan and participate in
  targeted trade shows, sales missions and
  conventions.
• Produce marketing material to support the sales
  effort.
• Target audience International travel trade and
  media
• Geographic target Asia, Europe

6
Programs/Tactics

• STRATEGY 1, CONTD
• Key partners/regions Travel Oregon, Greater
  Portland partners, Port of Portland, Mt.
  Hood/Gorge
• Repeat program (key learnings) Due to budget
  cuts from the Port of Portland, RCMP funding is
  especially important so that we can build on the
  relationships, marketing programs and successes
  in Asia (which continues to be a good source of
  student travel) and Europe (whose residents are
  now even more likely to visit the region, thanks
  to the relative strength of the European
  economy).
• Measurement Travel Oregon measurements
  applicable
• Budget/cost 135,500

7
Programs/Tactics

• STRATEGY 2 TOURISM SALES MARKETING (DOMESTIC)
• Discipline Travel Trade
• Program Description
• Fund a position that will qualify, solicit and
  generate leads make sales calls design
  itineraries prepare client proposals schedule
  and conduct sales trips and presentations
  coordinate and host research trips and site
  inspections and plan and participate in targeted
  trade shows, sales missions and conventions.
• Produce marketing materials to support the sales
  effort.
• Target audience Tour operators and other key
  influencers
• Geographic target United States and Canada

8
Programs/Tactics

• STRATEGY 2, CONTD
• Key partners/regions Travel Oregon, Greater
  Portland partners, OTTA, Mt. Hood/Gorge region
• Repeat program (key learnings) Demand for this
  business by local suppliers and partners is
  higher than in recent memory interest in this
  region continues to grow, especially in Canada
  and the region is poised to take advantage of
  these market conditions, thanks to a weakening
  Canadian dollar and increased marketing efforts
  from Travel Oregon and Greater Portland.
• Measurement Travel Oregon measurements
  applicable
• Budget/cost 139,800

9
Programs/Tactics

• STRATEGY 3 MEDIA RELATIONS/COMMUNICATIONS
• Discipline Media relations/communications
• Program Description
• Continue the contractual agreement with the New
  York P.R. firm Development Counsellors
  International (DCI)
• Continue to fund the media relations manager
  position that coordinates the media requests
  generated for the region by Travel Oregon and
  DCI.
• Host media research tours and events that
  showcase the region to targeted media from
  outside the state.
• Target audience National media (primarily those
  based in New York) regional media targeted
  markets international media referred by Travel
  Oregon
• Geographic target East Coast, and key domestic
  and international markets

10
Programs/Tactics

• STRATEGY 3, CONTD
• Key partners/regions Travel Oregon, Greater
  Portland partners, Mt. Hood/Gorge region
• Repeat program (key learnings) Through the first
  three quarters of FY 08-09, the RCMP-funded
  public relations program has generated 3.9
  million in editorial coverage. And with the
  dropoff in consumer marketing dollars, these
  public relations efforts will be increasingly
  important to the region in FY 09-10.
• Measurement Dollar value of editorial coverage.
  No multiplier used.
• Budget/cost 235,800

11
Programs/Tactics

• STRATEGY 4 TRAVEL OREGON CO-OPS
• Discipline Fulfillment and research
• Program description
• Invest in Travel Oregons biennial Visitor
  Profile (5,000)
• Fulfill consumers Greater Portland requests
  via the TORP program (estimate 25,000 _at_ 0.55
  13,750)
• Key partners/regions Travel Oregon Greater
  Portland partners
• Repeat program
• Measurement Travel Oregon measurements
  applicable.
• Budget/cost 18,750

12
RCMP Plan Summary

• Intl sales and marketing 135,500
• Domestic travel trade 139,800
• Communications/public relations 235,800
• Consumer marketing 18,750
• TOTAL 529,850

13
Regional DMO Budget Information

• INTL SALES MARKETING
• RCMP investment 135,500
• Plus Mt. Hood/Gorge contrib. 5,280
• Plus fees 8,000
• Plus OMHT contrib. 25,000
• Plus Washington Co. 18,000
• Plus Cultural Tourism 74,800
• Plus Portland/Mult. Co. 396,974
• Plus Travel Portland reserves 64,000
• Subtotal 592,054
• GRAND TOTAL 727,554

14
Regional DMO Budget Information

• DOMESTIC TRAVEL TRADE
• RCMP investment 139,800
• Plus Mt. Hood/Gorge contrib. 4,320
• Plus Washington Co. 13,000
• Plus Travel Portland reserves 20,500
• Subtotal 37,820
• GRAND TOTAL 177,620

15
Regional DMO Budget Information

• COMMUNICATIONS/PUBLIC RELATIONS
• RCMP investment 235,800
• Plus Mt. Hood/Gorge contrib. 6,400
• Plus OMHT 115,000
• Plus Washington Co. 47,200
• Plus Columbia Co. 45,000
• Plus Portland/Mult. Co. 305,912
• Plus Travel Portland reserves 75,800
• Subtotal 595,312
• GRAND TOTAL 831,112

16
Regional DMO Budget Information

• CONSUMER MARKETING
• RCMP investment 18,750
• Plus OMHT 860,000
• Plus Washington Co. 358,564
• Plus Columbia Co. 15,000
• Plus Travel Portland (Perks) 165,480
• Plus Travel Portland reserves 75,000
• Subtotal 1,474,044
• GRAND TOTAL 1,492,794

17
Impacts of RCMP Budget Cuts

• INTL SALES AND MARKETING
• FY 09-10 FY 08-09 Difference
• New market dev. 0 10,000 (10,000)
• Mexico 0 3,000 (3,000)
• Industry training 0 1,000
  (1,000)
• Marketing support 14,800 18,500 (3,700)

18
Impacts of RCMP Budget Cuts

• DOMESTIC TRAVEL TRADE
• FY 09-10 FY 08-09 Difference
• Direct sales 37,800 48,600 (10,800)
• LGBT marketing 0 12,000 (12,000)
• Marketing support 12,000 15,000 (3,000)

19
Impacts of RCMP Budget Cuts

• COMMUNICATIONS/PUBLIC RELATIONS
• FY 09-10 FY 08-09 Difference
• DCI 128,500 135,000 (6,500)
• NY Bounty Event 0 7,500 (7,500)

20
Impacts of RCMP Budget Cuts

• TRAVEL OREGON CO-OPS
• FY 09-10 FY 08-09 Difference
• Bounty collateral 0 4,000 (4,000)
• Consumer marketing 0 30,000 (30,000)
• Print co-ops 0 12,000 (12,000)
• OTHER CUTS
• New program Visa research (we will not purchase)
• Ongoing program GoSeePortland (we will find
  other funding)