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An Evaluation of

Oregon’s

Fall 2012/Spring 2013

Advertising Campaigns

Final Report

May 2014

Table of Contents

Background………………………………………………………………………….. 3

Research Objectives……………………………………………………………….. 4

Research Method……………………………………………………………..……. 5

Executive Summary.…………………………………………………………..…… 7

Travel Motivators & Hot Buttons..…………………………………………………. 25

Oregon’s Image vs. the Competition…………………………………………………...…. 29

Oregon’s Product Delivery……………………………………………………………….….. 83

Creative……………………………………………………………..……………… 104

Impact of Advertising on Image……..……………………………………………….....…. 107

Information Sources for Trip Planning…………………………………...………….….... 110

Bottom Line Advertising impacts…………………………………...………………113

Oregon Media Diagnostics…………………..……………………...……………...119

2

Background

Longwoods International was engaged by Travel Oregon to

undertake an evaluation of Travel Oregon’s Fall 2012 and Spring

2013 tourism advertising campaigns.

3

The program consisted of two individual campaigns: Fall

Bounty and Spring Outdoor Adventure.

Bounty appeared on TV and online, while Outdoor Adventure

was on TV, online and print.

The ads were designed to:

Promote leisure travel to Oregon

Encourage traffic to www.traveloregon.com, the state’s tourism

website

Oregon’s advertising markets included:

Oregon, Idaho, Washington, California and Vancouver, B.C.

• Campaign spending totaled $1.8 million.

4

The purpose of this research is to provide:

fundamental strategic insights about the image of Oregon and its key

competitors with respect to key destination choice factors;

an evaluation of the Fall 2012 and Spring 2013 tourism advertising

campaigns in terms of:

top line measures:

awareness of the advertising

impact on Oregon’s image as a travel destination

the bottom line return on Oregon’s investment in the campaign in

terms of:

incremental travel to Oregon

incremental traveler spending in Oregon

incremental state and local taxes

Research Objectives

5

The study was conducted among a representative sample of adult

travelers (18+) residing in Oregon’s advertising markets.

‘Travelers’ means respondents had taken a day and/or overnight

pleasure trip anywhere in the past 3 years and intend to take another in

the next 2 years.

The survey was conducted via a major online consumer panel which

is demographically balanced to represent the population in the

markets surveyed.

1,596 individuals responded to the research

Research Method

6

The questionnaire addressed three key areas:

Oregon’s Image as a Travel Destination

respondents rated Oregon and selected competitive destinations

across an extensive list of characteristics or destination attributes.

Travel to Oregon

respondents reported the number of day and overnight trips they

took to Oregon during and shortly after the advertising campaign.

Advertising awareness

actual creative from the Fall 2012/Spring 2013 campaigns were

exposed and respondents reported recall of each.

we use this forced exposure approach to ensure that we are

measuring the state-sponsored advertising only – not that of

Oregon’s attractions and accommodation facilities.

Research Method (Cont’d)

Executive Summary

7

Travel Motivators

In the survey, respondents were asked to evaluate several destinations overall and on a series of detailed image attributes.

Through statistical analysis, we have derived the relative importance of each attribute in determining people’s overall interest in the destinations.

Then, in order to better communicate the results, the data have been grouped into 13 broader categories, or travel motivators, and ranked from more important to less important.

8

Travel Motivators

The more important a travel motivator is, the more

important it should be for a destination to communicate that

message about itself, taking into consideration its ability to

deliver on the promise with its product.

Within each travel motivator category, the image attributes

that make up that category are also presented in their order

of importance.

When evaluating Oregon’s image and product delivery, and

those of the competitive set, it is critical to keep the relative

importance of each attribute in mind.

9

Travel Motivators

For travelers, the top motivators for getting on the destination wish list are exciting, followed by adult vacation:

the notion of excitement comes from being seen as a fun, with a sense of adventure and inspiration

adult vacation, the perceived suitability for adults and couples, is important because they are paying for the trip

Several factors are of moderate importance individually; but they include some of the key rational features that bring to life the emotional excitement that attracts people to a destination:

family atmosphere refers to a destination’s perceived appeal for kids and families

a worry-free environment, because being perceived as

relaxed and friendly is important

10

Travel Motivators

uniqueness, including the local people, culture and

traditions, and food

good sightseeing, particularly the overall variety of things to see and do, and beautiful scenery

popularity as a tourist destination in general; this factor also takes into account how visible the destination is as an advertiser

climate

the opportunities for entertainment, including festivals, shopping, theater and events

the availability of luxurious accommodations and dining

affordability refers to the costs associated with getting to and staying at a destination as well as the related ideas of travel distance and accessibility:

although relatively unimportant at the wish list stage, cost usually rises in importance the closer one gets to closing the sale

11

Travel Motivators

Relatively low on the priority list are:

opportunities for sports and recreation

experiences associated with the farming culture

12

Oregon’s Image

Oregon’s image strengths versus these competitors as a group are:

coastal and water elements: coastal scenery, whale watching, fishing and beaches

aspects of the uniqueness factor – locally and organically grown foods, local microbreweries and beer, and sustainable practices

affordable to reach and not too far away

13

Oregon’s Image

Nonetheless, travelers perceive some significant disadvantages to visiting Oregon relative to the competition, the most important of which are:

not as exciting as other places

less popular with vacationers overall

not as much variety of things to see and do

Other major perceptual weaknesses are in the less important areas of:

first-class hotels and resorts

elegant, sophisticated restaurants

excellent museums and art galleries

14

Oregon’s Image

A more detailed analysis of Oregon’s image vs. the image of the

individual competitive states evaluated in this study reveals the

following:

Idaho – Oregon edges out Idaho in almost all areas, from great

microbreweries and beer and wineries, all aspects of green and

sustainable practices and locally grown food to affordability,

proximity and being an LGBT-friendly destination. Oregon also

excels in attractive urban aspects, such as excellent shopping,

theater, arts, and as a great destination for adults and couples.

Idaho is seen as offering better skiing/snowboarding and farm

vacations.

15

Oregon’s Image

Washington State – Relative to Washington, Oregon

excels in opportunities for hiking/backpacking, great local

microbreweries and beer, being not to far away to consider

for a vacation and beautiful coastal scenery.

Washington’s strengths relative to Oregon are especially in

all aspects of the urban experience, first-class hotels and

restaurants, lots to see and do, inspiring people to visit,

and being seen as exciting and popular with vacationers in

general. Washington also has the edge as a place to

attend culinary events.

16

Oregon’s Image

British Columbia– Oregon is recognized as being closer

and more affordable, being a leader in green/sustainable

practices, organically-grown food, great microbreweries

and beer, outdoor adventure opportunities such as

mountain biking, camping and viewing wildlife. Oregon also

has the edge in rural exploration: touring wineries, touring

by car, picturesque farming country and farm vacations.

Oregon’s perceived weaknesses relative to British

Columbia are related to key areas of fun, excitement,

popularity and having lots to see and do, as well as a high-

end urban experience: first-class hotels and resorts,

elegant sophisticated restaurants, excellent museums/art

galleries, and interesting cities and people.

17

Oregon’s Image

Colorado – Relative to Colorado, Oregon’s perceived

advantages are in its location: affordable and not too far

away, its leadership in green and sustainable practices,

locally and organically grown foods, and its rural

opportunities for a farm vacation in picturesque farming

country.

Colorado’s strengths in comparison include the key areas of

popularity and lots to see and do, as well has the outdoor

adventure of skiing/snowboarding, mountain biking and

rafting/kayaking.

18

Oregon’s Image

Montana – Relative to Montana, Oregon’s perceived

advantages include its location: affordable and not too far

away, its leadership in green and sustainable practices,

locally and organically grown foods, as well as the key

aspects of popularity and having lots to see and do.

Oregon also leads in great microbreweries and beer,

touring wineries, having elegant/sophisticated restaurants

and first-class hotels.

Montana’s strengths in comparison include the key area of

adventure, as well as offering a unique vacation experience.

Montana has interesting customs and traditions, including

Native American, and provides a great place to unwind and

disconnect. 19

Oregon’s Image

California – Relative to California, Oregon’s perceived

advantages lie in the coastal experiences of fishing and

storm watching, in its affordability, being a great place to

unwind and disconnect, and in its rural opportunities for a

farm vacation in the picturesque, wholesome farm country.

California’s strengths in comparison include all ten traveler hot

buttons and most of the attributes measured in this study. It

should be noted, however, that much of California’s image is

created by private-sector advertisers such as Disney,

Universal Studios and SeaWorld.

20

Oregon’s Product Delivery

The image ratings we just discussed looked at perceptions

of Oregon and the competition among the broad population

of potential travelers in Oregon’s target markets. Within

that broad population are some people who have visited

Oregon in the recent past, i.e. who have experienced

Oregon’s product, and some who haven’t.

The analysis that follows examines recent visitors’ image of

Oregon based on recent experience (“product delivery”)

compared to the image ratings of those who have never

actually visited, i.e., whose perceptions are based on “pure

image”.

21


This is essentially the difference between the expectations

of those who have not been to Oregon vs. the experiences

of those who have. When the experience falls short of

expectations, there may be a problem with the product.

When experience exceeds expectations, there is a great

opportunity to educate those who don’t know how

wonderful Oregon is.

22


In this survey people who have visited Oregon in the past two years gave Oregon substantially higher ratings for almost every one of the many attributes on which they evaluated the state than people who had never visited.

In other words, the first time visitor is very pleasantly surprised by what they experience in Oregon.

The difference is in many cases so large that the conclusion one could draw is that with such a good product, Oregon has more of an awareness problem than a product problem.

23


The greatest differences in “perception vs. reality” are:

Oregon’s suitability for both couples’ getaways and family vacations

The all-important “excitement” factor: a fun and exciting place that everyone should visit at least once

The exceptional scenery

Oregon is not too far away and is affordable to visit

24

Travel Motivators & Hot Buttons

Travel Motivators

In order to determine the key factors that motivate travel and

destination of choice, respondents are asked to rate selected

states across a robust list of attributes or characteristics.

Statistical correlations are then used to establish the degree of

association between each attribute and the overall rating, “A place

I would really enjoy visiting.”

A high correlation reveals an attribute to be an important motivator.

The attributes with the highest correlations are referred to as ‘Hot

Buttons’.

A lower correlation reveals an attribute to be of lesser importance.

The Travel Motivating factors are calculations that reflect the

aggregated importance across attributes related by subject. 26

Travel Motivators

Exciting

Adult Vacation

Family Atmosphere

Worry Free

Unique

Sightseeing

Popular

Climate

Entertainment

Luxurious

Affordable

Sports and Recreation

Farming Experience

Relative Importance*

Importance

Base: Residents of Oregon’s Regional Advertising Markets

27

Oregon’s Hot Buttons


28

Top 10 Hot Buttons

I'm inspired to visit this place

A fun place for a vacation

A place everyone should visit at least once

Lots of things to see and do

Great for a family vacation

An exciting place

Great for an adult vacation

Good for a couples getaway

Popular with vacationers

A vacation there is a real adventure

Oregon's Image vs. the

Competition

Oregon's Overall Image

47

52

46

57

43

53

34

36

39

45

53

50

51

0 20 40 60 80 100

Exciting

Adult Vacation

Family Atmosphere

Worry Free

Unique

Sightseeing

Popular

Climate

Entertainment

Luxurious

Affordable


Farming Experience

Percent Who Strongly Agree


30

Oregon's Overall Image vs. The

Competition

47

52

46

57

43

53

34

36

39

45

53

50

51

52

56

51

54

45

51

39

38

40

46

47

52

45

0 20 40 60 80 100

Exciting

Adult Vacation

Family Atmosphere

Worry Free

Unique

Sightseeing

Popular

Climate

Entertainment

Luxurious

Affordable


Farming Experience


Oregon Competitors*

* Competitors include: Idaho, Washington State, British Columbia, Colorado, Montana, California


31

Oregon's Image vs. The Competition

— Exciting

47

44

51

54

39

47

52

46

55

58

48

53

0 20 40 60 80 100

Exciting

I`m inspired to visit this place


A place everyone should visit at leastonce

An exciting place

A real adventure


Oregon Competitors


32

Oregon's Image vs. the Competition —

Exciting

68

56 54

48 47 47

38

0

20

40

60

80

100

California BritishColumbia

WashingtonState

Colorado Oregon Montana Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


33


— Adult Vacation

52

53

51

56

58

54

0 20 40 60 80 100

Adult Vacation




Oregon Competitors


34


Adult Vacation

73

62 57

54 52

49

39

0

20

40

60

80

100


WashingtonState


Perc

ent

Wh

o S

tro

ngl

y A

gree


35


— Family Atmosphere

46

53

40

51

55

46

0 20 40 60 80 100

Family Atmosphere

Great place for a family vacation

Children would especially enjoy this place


Oregon Competitors


36


Family Atmosphere

74

52 50 47 46

42

37

0

20

40

60

80

100


WashingtonState


Perc

ent

Wh

o S

tro

ngl

y A

gree


37


— Worry Free

57

57

54

54

0 20 40 60 80 100

Worry Free

A great place to unwind and disconnect


Oregon Competitors


38


Worry Free

63

57 56 54

51 49 49

0

20

40

60

80

100

Montana Oregon BritishColumbia

WashingtonState

Idaho California Colorado

Perc

ent

Wh

o S

tro

ngl

y A

gree


39


— Unique

43

46

48

34

42

44

43

45

51

49

40

41

48

44

0 20 40 60 80 100

Unique

Unique vacation experience

Interesting local people

Interesting customs and traditions

Interesting antiques/unique crafts

Interesting Native American cultures

Unique local cooking


Oregon Competitors


40


Unique

54

48 46 45 43

39 38

0

20

40

60

80

100


WashingtonState

Montana Oregon Colorado Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


41


— Sightseeing

53

50

55

57

45

36

52

41

70

60

65

43

68

47

51

57

55

54

52

44

49

46

70

62

61

36

46

37

0 20 40 60 80 100

Sightseeing

Lots of things to see and do Beautiful gardens/parks Great for touring by car

Interesting cities Excellent museums/art galleries Interesting small towns/villages

Noted for its history Truly beautiful scenery

Excellent State/National Parks Great for viewing wildlife/birds

Great beaches Exceptional coastal scenery

Great for whale watching


Oregon Competitors


42


Sightseeing

71

56 55 53

43 43

36

0

20

40

60

80

100

California WashingtonState

BritishColumbia

Oregon Montana Colorado Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


43


— Popular

34

41

32

29

39

52

33

33

0 20 40 60 80 100

Popular


I search out information aboutthis place

I often notice advertising for thisplace


Oregon Competitors


44


Popular

64

42 41

34 34

27 25

0

20

40

60

80

100


WashingtonState


Perc

ent

Wh

o S

tro

ngl

y A

gree


45


— Climate

36

36

38

38

0 20 40 60 80 100

Climate

Excellent climate overall


Oregon Competitors


46


Climate

74

36 36 35 32

25 24

0

20

40

60

80

100


Oregon WashingtonState

Colorado Idaho Montana

Perc

ent

Wh

o S

tro

ngl

y A

gree


47


— Entertainment

39

49

41

37

35

43

28

42

40

46

44

41

38

40

30

39

0 20 40 60 80 100

Entertainment

Interesting festivals/fairs/events

Excellent shopping

Great for theater and the arts

Great for attending culinary events

Great for touring wineries

Great casino gaming

Great for storm watching


Oregon Competitors


48


Entertainment

60

46 40 39

32 28

25

0

20

40

60

80

100

California WashingtonState

BritishColumbia

Oregon Colorado Montana Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


49


— Luxurious

45

41

50

39

44

52

46

52

46

47

42

41

0 20 40 60 80 100

Luxurious

First-class resorts/hotels

Interesting B&B`s/Inns

Elegant, sophisticated restaurants

Great selection of accommodationsthat use sustainable practices

Great local microbreweries and beer


Oregon Competitors


50


Luxurious

65

51 49 47 45

31 31

0

20

40

60

80

100


Colorado WashingtonState

Oregon Montana Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


51


— Affordable

53

55

61

52

45

47

56

47

41

45

0 20 40 60 80 100

Affordable

Offers a variety of accommodations

Not too far away to consider for avacation

Affordable to get to

Affordable to eat there


Oregon Competitors


52


Affordable

60

53 50

45 44 41 40

0

20

40

60

80

100

California Oregon WashingtonState

BritishColumbia

Colorado Idaho Montana

Perc

ent

Wh

o S

tro

ngl

y A

gree


53


— Sports & Recreation

50

56

63

64

51

64

53

52

34

44

24

52

57

57

63

53

63

54

47

40

57

30

0 20 40 60 80 100

Sports & Recreation

Great place to attend outdoor recreation events…

Excellent fishing

Great for camping

Great place for rafting/kayaking

Good for hiking/backpacking

Great for mountain biking

Great for bicycling on roads

Great for golfing

Excellent snow skiing/snowboarding

Great for surfing


Oregon Competitors


54


Sports & Recreation

65

53 50 50 50 49 45

0

20

40

60

80

100

California Colorado Oregon BritishColumbia

WashingtonState

Montana Idaho

Perc

ent

Wh

o S

tro

ngl

y A

gree


55


— Farming Experience

51

56

52

51

56

41

45

43

49

46

47

41

0 20 40 60 80 100

Farming Experience

Leader in green and sustainable practices

Picturesque, wholesome farming country

Great for locally-grown specialty foods

Great source for organically-grown food

Great for farm vacations


Oregon Competitors


56


Farming Experience

53 51 49

44 43 42

36

0

20

40

60

80

100

California Oregon WashingtonState

Idaho Montana BritishColumbia

Colorado

Perc

ent

Wh

o S

tro

ngl

y A

gree


57

Oregon's Image Strengths vs. the

Competition

23

14

13

11

11

10

9

7

6

5

5

4

4

4

3

3

0 10 20 30 40

Exceptional coastal scenery

Not too far away to consider for a vacation






Great beaches

Excellent fishing


LGBT-friendly destination


Great for viewing wildlife/birds

Interesting B&B`s/inns

Great for touring by car


Difference in Percent Who Strongly Agree


58 Circled attributes are image hot buttons

Oregon's Image Weaknesses vs. the

Competition

-14

-11

-11

-9

-9

-8

-7

-7

-7

-7

-6

-6

-40 -30 -20 -10 0




Excellent museums/art galleries

An exciting place



Interesting cities

Great for golfing


Great for surfing





Oregon's Image Weaknesses vs. the

Competition

-5

-5

-5

-5

-5

-5

-4

-4

-4

-4

-3

-3

-40 -30 -20 -10 0


A real adventure


Great place for a conference/convention

Noted for its history



I often notice advertising for this place







Circled attributes are image hot buttons 60

Oregon's Image Strengths vs.

Idaho

56

36

33

29

25

24

22

20

20

17

15

15

15

15

0 20 40 60



Great beaches






Excellent shopping




Interesting cities

Great selection of accommodations that use…


61

Base: Regional Market

Circled attributes are image hot buttons


Idaho

15

15

15

14

14

13

13

13

12

12

12

12

11

11

0 20 40 60





Truly beautiful scenery



Great for surfing






I search out information about this place


62




Idaho

11

11

11

10

10

10

10

9

9

9

9

9

9

9

0 20 40 60



Excellent State/National Parks




Beautiful gardens/parks


Excellent vacation value







63




Idaho

8

8

8

8

8

7

7

7

6

6

6

6

0 20 40 60



Great place to attend outdoor recreation…

Excellent fishing

Great for golfing





Great casino gaming


An exciting place


64



Oregon's Image Weaknesses vs.

Idaho

-7

-7

-60 -40 -20 0



Difference in Percent Who Strongly Agree 65




Washington State

9

8

8

7

0 10 20 30






66




Washington State

-17

-13

-12

-11

-11

-10

-9

-9

-9

-9

-8

-30 -20 -10 0


Interesting cities







An exciting place







Washington State

-8

-8

-8

-7

-7

-6

-6

-6

-5

-5

-30 -20 -10 0















British Columbia

16

16

14

14

12

11

11

9

8

7

7

5

5

0 10 20 30









Great for camping


Great beaches




69




British Columbia

-20

-20

-18

-17

-16

-14

-13

-13

-12

-11

-11

-9

-30 -20 -10 0





Interesting cities

An exciting place











British Columbia

-9

-9

-8

-8

-7

-7

-6

-6

-6

-6

-5

-30 -20 -10 0




A real adventure












Colorado

51

29

28

21

19

19

18

18

15

12

12

12

11

0 20 40 60



Great beaches








Excellent fishing




72




Colorado

11

11

10

10

9

9

9

8

7

6

5

5

0 20 40 60


Interesting small towns/villages




Excellent vacation value

Great for surfing



Excellent shopping




73




Colorado

-29

-16

-10

-8

-8

-6

-6

-60 -40 -20 0












Montana

51

37

30

26

22

22

20

19

18

17

16

16

16

15

14

13

0 20 40 60



Great beaches












Great for surfing



75




Montana

13

13

12

12

10

10

9

9

8

8

7

7

7

7

6

6

0 20 40 60





Excellent shopping

Great selection of accommodations that use sustainable practices


Great casino gaming

Interesting cities







Great for golfing


76




Montana

-14

-12

-12

-8

-7

-7

-6

-6

-60 -40 -20 0



A real adventure










California

15

8

8

7

6

6

0 20 40 60






Excellent fishing


78




California

-57

-41

-41

-39

-39

-38

-38

-35

-34

-34

-34

-33

-33

-32

-60 -40 -20 0

Great for surfing

Great beaches

Great for golfing






Interesting cities



Excellent shopping


An exciting place





California

-32

-31

-31

-30

-26

-22

-22

-21

-21

-21

-20

-20

-19

-60 -40 -20 0


















California

-18

-18

-17

-17

-17

-17

-16

-15

-15

-14

-14

-13

-60 -40 -20 0


Great casino gaming







A real adventure

Great place to attend outdoor recreation events (cycling, running,…







California

-12

-11

-11

-11

-11

-10

-10

-9

-9

-8

-7

-7

-60 -40 -20 0

















58

59

56

60

49

61

45

44

48

53

65

57

58

38

44

40

51

38

45

30

31

33

38

43

44

46

0 20 40 60 80 100

Exciting

Adult Vacation

Family Atmosphere

Worry Free

Unique

Sightseeing

Popular

Climate

Entertainment

Luxurious

Affordable


Farming Experience


Recent Visitors* Never Visited

Oregon’s Product vs. Image

* Visited in past two years


84

58

58

62

66

48

54

38

33

43

42

31

40

0 20 40 60 80 100

Exciting



A place everyone should visit at leastonce

An exciting place

A real adventure


Recent Visitors* Never Visited85

Oregon’s Product Delivery vs. Image

— Exciting



59

57

61

44

47

40

0 20 40 60 80 100

Adult Vacation






— Adult Vacation



56

65

47

40

43

36

0 20 40 60 80 100

Family Atmosphere


Children would especially enjoy thisplace




— Family Atmosphere



60

60

51

51

0 20 40 60 80 100

Worry Free





— Worry Free



49

53

55

41

46

53

47

38

40

40

30

38

41

39

0 20 40 60 80 100

Unique









89


— Unique



61

59

62

65

53

39

57

51

79

68

71

61

79

56

45

42

48

49

38

34

47

36

57

52

59

30

57

40

0 20 40 60 80 100

Sightseeing

Lots of things to see and do Beautiful gardens/parks Great for touring by car

Interesting cities Excellent museums/art galleries Interesting small towns/villages

Noted for its history Truly beautiful scenery

Excellent State/National Parks Great for viewing wildlife/birds

Great beaches Exceptional coastal scenery




90


— Sightseeing



45

52

44

37

30

36

27

28

0 20 40 60 80 100

Popular







— Popular



44

44

31

31

0 20 40 60 80 100

Climate





— Climate



48

57

45

43

43

59

38

50

33

41

37

32

29

34

26

35

0 20 40 60 80 100

Entertainment


Excellent shopping




Great casino gaming




93


— Entertainment



53

48

59

43

52

60

38

33

42

35

37

45

0 20 40 60 80 100

Luxurious




Great selection of accommodations thatuse sustainable practices





— Luxurious



65

63

76

67

52

43

46

47

39

39

0 20 40 60 80 100

Affordable








— Affordable



57

63

68

75

58

70

61

55

39

51

32

44

49

57

55

43

56

47

50

31

38

19

0 20 40 60 80 100


Great place to attend outdoor recreation…

Excellent fishing

Great for camping





Great for golfing


Great for surfing




— Sports and Recreation



58

61

60

56

61

50

46

49

47

45

49

38

0 20 40 60 80 100

Farming Experience

Leader in green and sustainablepractices








— Farming Experience



31

29

28

25

25

24

22

22

21

21

20

19

0 20 40 60

Great beaches










Great for camping


Difference in % Who Strongly Agree – Recent vs. Non-visitors

Oregon’s Main Product Strengths

vs. Image



18

17

17

17

17

17

16

16

16

16

16

16

16

0 20 40 60



An exciting place













vs. Image



15

15

15

15

14

14

14

14

14

14

14

14

14

0 20 40 60





A real adventure




Great place to attend outdoor recreation events (cycling, running,…

Interesting cities






vs. Image



13

13

13

13

12

12

12

12

12

12

12

12

11

0 20 40 60




Great for surfing




Great casino gaming




Excellent fishing




vs. Image



11

11

10

10

10

9

9

9

9

8

8

8

8

0 20 40 60





Interesting small towns/villages




Great for golfing



Excellent shopping




vs. Image



Oregon’s Product Weaknesses vs.

Image

No Product Weaknesses

vs. Image

103

Creative

Fall Bounty

105

Spring Outdoor Adventure

106

Impact of Advertising on Image

53

56

50

59

49

57

43

41

46

53

58

55

55

41

47

43

55

37

49

26

31

32

38

48

46

48

0 20 40 60 80 100

Exciting

Adult Vacation

Family Atmosphere

Worry Free

Unique

Sightseeing

Popular

Climate

Entertainment

Luxurious

Affordable


Farming Experience


Aware* Unaware

Impact of Advertising on Image

Total Regional Market

*Saw at least one ad


108

52

57

59

56

58

46

58

55

49

50

35

45

50

44

48

32

48

47

34

44

0 20 40 60 80 100



A place everyone should visit at least…



An exciting place




A real adventure


Aware* Unaware

Impact of Advertising on Oregon’s

Hot Buttons

*Saw at least one ad


109

Information Sources for Trip Planning

Information Sources Used

for Trip Planning After Seeing Ads

19

18

14

13

10

9

8

8

8

8

7

7

7

6

0 10 20 30 40

Advice from relatives or friends

Personal experience from past visit(s)

Travel Oregon Visitor guide

www.traveloregon.com

An association/club (like AAA)

Facebook.com

Television

Online review site (Tripadvisor, Yelp, etc.)

Online booking engine(Expedia, Travelocity, Orbitz,…

Hotel websites

A travel agent

Book/Guidebook

Other destination websites

Online article (magazine/newspaper/blog)

Percent

Information Sources 111


Information Sources Used

for Trip Planning After Seeing Ads

(cont’d)

5

4

4

4

4

3

3

3

3

2

2

2

2

0 10 20 30 40

Print Magazine Article

Online Video (Youtube, Vimeo, etc.)

A company that specializes in group tours

A visitors' bureau/chamber of commerce

Print Newspaper Article

Travel Oregon e-newsletter

Airline websites

A toll-free number

Radio/Podcast

Car rental websites

Twitter.com

Other

Other social media (Instagram, Pinterest, etc.)

Percent

Information Sources 112


Bottom Line Advertising Impacts

114

ROI calculation:

the Longwoods R.O.EYE™ method quantifies the

relationship between awareness of campaign elements and

trip taking.

a baseline measure is generated to estimate the level of

visitation that would have occurred in the absence of

advertising activity.

using the principles and techniques of experimental design,

we control for the effects of internal and external factors

that could otherwise influence the result.

Research Method

115

Advertising Impacts

The campaign generated 1.8 million incremental trips that

would not otherwise have taken place, which brought

$425.4 million in incremental visitor spending and $19

million in state and local taxes.

1.1 million incremental trips were overnight trips and 0.7

million were day trips.

Every $1 invested in the Oregon ad campaign in the

evaluated markets generated $237 in visitor spending and

$11 in tax revenue for the benefit of Oregon residents.

Oregon Campaign Efficiency

Ad Investment $1.8 Million

Incremental Trips 1.81 Million

Incremental Visitor

Spending

$425.4

Million

Incremental Taxes $19.0 Million

Regional Travel Market: Oregon, Idaho, Washington, California and Vancouver, B.C.

116 • Ad Investment excludes Production/Other Costs

• Visitor spending based on Longwoods’ Travel USA Avg. Per-Person Per-Trip Expenditures = $300.72 for overnight visitors; $138.26 for day visitors

• Effective Direct Tax rates 2.76% State and 1.7% Local

Incremental Trips Due to

Advertising

Overnight Trips 1,082,000

Day Trips 723,500

Total 1,805,500

117

The Bottom Line

Spending ROI $237

Tax ROI $11

118

Every $1 invested in the campaign generated

$237 in visitor spending

$11 in local/state taxes

Documents

An Evaluation of - Travel Oregonindustry.traveloregon.com/wp-content/...top line measures: ... advertiser climate the ... expectations, there may be a problem with the product. When