The Seven Wonders of Oregon2014 Spring Media Plan

2/13/14

CONSUMER OUTREACHINTRODUCTIONThis year’s Spring 2014 brand campaign, The Seven Wonders of Oregon, is the largest, most comprehensive marketing effort that Travel Oregon has ever undertaken.

This document provides an overview of the paid media plan that will introduce Explorers to Oregon’s epic Seven Wonders starting March 2014.

To make this campaign as successful as it can be for your destination and for all of Oregon, we encourage and welcome you to align your own marketing efforts to leverage The Seven Wonders of Oregon message.

Feel free to use the tools provided in the Seven Wonders of Oregon toolkit in your own consumer outreach.

Together, we can amplify Oregon's overall share-of-voice to inspire and increase travel to our wonderful State.

CONSUMER OUTREACHOBJECTIVES1. Inspire potential Explorers to visit Oregon (Go-

There)2. Encourage Explorers to share their Seven

Wonders experience through the use of #TravelOregon

3. Make it easy for Explorers to find the Seven Wonders Photo Resource on TravelOregon.com (curated crowd-sourced photos)

PARAMETERS Timing • March – June 2014

TargetThe ExplorerExplorers want a unique, active vacation experience.  The Explorer is a mindset, a lifestyle, a behavior, not a demographic• Key Markets: San Francisco, Portland, Boise,

Seattle, Vancouver BC• Spent $1,000+ on domestic or international

vacations• Enjoy any of the following: backpacking, cycling,

fishing, golf, hiking, skiing, snowboarding, surfing, whitewater rafting, and beach-going

MEDIA STRATEGIES

• Serve up inspiration when Explorers are ready for it

• Leverage the creative format that best conveys inspiration: Video

• Give Explorers the option to see a deeper story• Align with multi-screen behavior• Channel inspiration into action

Apps, links & promosthat facilitate planning

2 Team Members per Wonder/Day

Dream Plan Book Experience Share

Open to travel inspiration

Seek out travel inspiration & details

Commit to travel

Travel Reflect & publish

Digital:Video Ads

Cinema

30 Million Imp.

4 Million Imp.

SearchGoogle & Youtube

130,00 Clicks27,000 Views

Local TV:Broadcast & Cable 239 TRP’s/Mkt

Digital:Banner Ads 8 Million Imp.

REACH EXPLORERS WHEN THEY’RE READY

Onsite:Street Teams

Outlets to Promote sharing

Social Media:Instagram, Twitter,Facebook, Pinterest

Deals &Specials

Posts/Tweets tospotlight OR stories

Inspire/Influence Explorers at every step as they plan/take their vacations

MEDIA PLAN MEDIA BUY

• US Target Markets: San Francisco, Portland, Boise, Seattle• Canada Target Market: Vancouver BC

Contacts: Michael Sturdevant

Senior Manager, Global Marketing ServicesMichael@TravelOregon.com971-717-6183

Ariana Bray-SweetGlobal Marketing Services CoordinatorAriana@TravelOregon.com971-717-6182