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Oregon Tourism Commission Oregon Tourism Commission Staff Report | December 2018 TABLE OF CONTENTS Optimize Statewide Economic Impact............................................................................... 2 Drive business from key global markets through integrated sales/marketing plans leveraged with global partners and domestic travel trade ................................................................ 2 Facilitate the development of world-class tourism product in partnership with community leaders, tourism businesses and key agencies ............................................................... 8 Guide tourism in a way that achieves the optimal balance of visitation, economic impact, natural resources conservation and livability ....................................................................................... 9 Inspire overnight leisure travel through industry-leading branding, marketing and communications ............................................................................................................................................. 10 Support and Empower Oregon’s Tourism Industry ...................................................... 36 Provide development and training opportunities to meet the evolving tourism industry needs ......................................................................................................................................... 36 Implement industry leading visitor information network ................................................... 44 Fully realize statewide, strategic integration of OTIS (Oregon Tourism Information System) .................................................................................................................................... 45 Deploy tourism programs (e.g. RCTP, Competitive Grants) in a powerful way that fulfills unique opportunities and challenges as defined by the tourism industry .......................... 47 Champion the Value of Tourism ..........................................................................................51 Grow and align strategic partnerships to leverage resources and capacity to address key issues .........................................................................................................................................51 Empower and equip Oregon’s tourism industry with power of travel and issue-oriented messages .................................................................................................................................. 53 Run an Effective Business .................................................................................................... 55 Attract, develop and retain top talent .................................................................................... 55 Continuously review, improve and document policies and processes/procedures ........... 56 Measure and drive employee engagement and satisfaction ................................................. 56 December 2018 Commission Meeting McMinnville, OR OPTIMIZE STATEWIDE ECONOMIC IMPACT Drive business from key global markets through integrated sales/marketing plans leveraged with global partners and domestic travel trade TRADESHOWS AND SALES MISSIONS Toronto Sales and Media Meetings: October 15-17, 2018 Travel Oregon visited Toronto to meet with key trade, media, and airline partners. Trade meetings included Merit Travel, Intrepid, and Senior Discovery Tours. Partnership and media meetings included Brand USA, Air Canada, Travelzoo, The Globe and Mail, and Baxter Media. As a result of the meeting, Baxter Media will be attending the Road Rally in 2019. Visit USA Training: Frankfurt, Germany, October 27, 2018 Travel Oregon participated in the Visit USA German Committee training, a B2B event for travel agents. During the event, Travel Oregon, in partnership with German tour operator CANUSA Touristik, hosted 10 interactive Oregon workshops educating on experiences and available product in all seven Oregon regions to inspire agents to promote the destination with their clientele. A total of 121 travel agents attended the event. NTA Travel Exchange: Milwaukee, November 4-8, 2018 Travel Oregon was a sponsor of NTA Travel Exchange taking place in Milwaukee, Wisconsin. NTA included one-on-one scheduled meetings with domestic, Canadian and receptive tour operators. The show focuses on small and large group tour business. As part of the sponsorship, Travel Oregon had a booth and more than 40 confirmed appointments. Oregon had a delegation of 18, representing several regions, lodging properties and attractions. French Sales Mission: France, November 4 – 9, 2018 Travel Oregon, with tourism partners Travel Portland, Washington County Visitors Association, and the Newport Chamber of Commerce, participated in a sales mission to France this fall. The mission included sales calls and trainings in Lyon and Paris. The focus was to maintain existing itineraries in the fly-drive market, aid in developing new product for FIT and leisure travel, and to meet with new clients to develop Oregon itineraries. The mission also included a consumer and media launch event promoting a new Portland city guidebook. The delegation had a total of 30 travel trade media and airline partner meetings. ReiseLust Travel Show: Bremen, Germany, November 9-11, 2018 Travel Oregon, in partnership with German tour operator America Unlimited, participated in the ReiseLust, a three-day consumer tradeshow in Bremen, Germany. The show attracted 38,000 consumers. In addition to meeting potential consumers throughout the show, Travel Oregon also held a 20-minute presentation each day to inspire travel to the state and promote tour bookings to Oregon with America Unlimited. Pg. 2 December 2018 Commission Meeting McMinnville, OR CITAP Winter Function: December 4, 2018 Canadian Inbound Tourism Association - Asia Pacific (CITAP) hosts a full day program for their Winter function that will include morning educational sessions, an afternoon trade show, known as the Winter Marketplace, networking reception and dinner. This event targets the Chinese Canadian market. Travel Oregon will have an exhibitor table at the Winter Marketplace and will attend the networking reception and dinner. CITAP expects more than 140 exhibitors at the Winter Marketplace, which is a free-flow, mini- marketplace. Vancouver Trade & Media Meetings: December 5, 2018 Travel Oregon will meet with Flight Centre, JAC Travel, Air Canada and will host lunch for 13 media who have previously traveled to Oregon. MEDIA FAMS The Sunday Independent: Ireland, September 29 – October 6, 2018 Travel Oregon hosted a freelance journalist for an upcoming travel article in The Sunday Independent. The publication is the largest newspaper in Ireland with a circulation of 222,000. The press trip was sponsored in part by Aer Lingus and tour operator Platinum Travel to promote the new direct flight from Dublin to Seattle, showcasing Oregon as a convenient road trip destination from the gateway. The article focused on Oregon’s Native American, pioneer and ranching history and the unique ways visitors can experience the American West. The coverage was also presented on a TV segment for Virgin Media/TV3. El Souvenir: Mexico, October 13-20, 2018 Travel Oregon hosted two journalists from El Souvenir - a tourism digital magazine dedicated to promoting the world’s natural and cultural attractions. The site receives more than 100,000 unique monthly visitors and has a Facebook following of more than 300,000. While in Oregon, they focused on Portland, lighthouses along the coast, Crater Lake National Park, Bend, and Mt. Hood. Pg. 3 December 2018 Commission Meeting McMinnville, OR Brandy Y Productions: Canada, October 22- 28, 2018 Brandy Y Productions filmed an episode for a series called “Seeing the USA” for PBS. It is also set to air on PBS’s channel Create® TV that reaches 46 million viewers nationwide in the USA and Canada. The channel is produced and distributed by APT, WNET New York and WGBH Boston in association with NETA and PBS. The production crew visited Portland, Pacific City, Albany, Bend, Fossil, Pendleton and documented their journey on social media. &C: The Netherlands, October 25 – 30, 2018 Travel Oregon, in partnership with Icelandair, hosted two journalists from &C (and see) for a press trip to Oregon. &C is a 360 media brand with a monthly magazine, mobile application, website and online TV channel. Print circulation of the monthly lifestyle magazine is 100,000 and includes articles on fashion, beauty culture, wellness and human-interest travel. An eight-page feature on Oregon will be published by &C in Spring 2019. The coverage will include Portland, the Hood River Valley, Central Oregon and Pacific City. New Zealand Herald: October 31 – November 9, 2018 The Deputy Editor of the New Zealand Herald visited Oregon to research content for three, two-page stories in the publication’s Tuesday and Sunday travel magazines. New Zealand Herald Travel reaches approximately 360,000 readers with varying budgets and travel objectives. Additionally, with a nation of avid travelers and readers who are actively looking for getaways, the New Zealand Herald is the perfect place for destinations that want to speak to a travel-minded audience. The coverage included Portland culture and lifestyle, self- driving holidays throughout Oregon, including a few of Oregon’s 7 Wonders, and the maker culture/community in Pendleton. TRADE FAMS Delta Air Lines Japan Tour Operator FAM: October 25 -29, 2018 Travel Oregon, in partnership with Travel Portland,
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