Travel Oregon Ad Accountability

Oregon
Fall 2012/Spring 2013
Advertising Evaluation and Image Study
Oregon Governor’s Conference on Tourism
April 28, 2014
Tom Curtis

Longwoods International
3
 Established in 1978 as
consultancy-focused
research company
 Tourism since 1985
 9,000 interviews –
changing Canada’s
image

4
 Today Travel USA®
 200,000 interviews of Americans annually on-line
 Employed by States, CVBs, industry associations, hotels, cruise
lines, to assist in the planning of their tourism marketing efforts.
 We specialize in integrated research programs:
 Visitor tracking and profiling
 Image and branding
 Accountability/communication effectiveness - Longwoods
R.O.EYE™

5
 Client base throughout North America
 Research programs conducted in U.S., Canada, U.K., Japan,
Mexico, Germany, Argentina, Brazil, and Colombia

Peer Awards
8
 TTRA
 MRIA
 “Best Practices in
Tourism,” Dr. Rich Harrill
 ARF – David Ogilvy Award

Background
 Longwoods International was engaged by Travel
Oregon to undertake an evaluation of Travel
Oregon’s Fall 2012 and Spring 2013 tourism
advertising campaigns.
 The program consisted of two individual
campaigns: Fall Bounty and Spring Outdoor
Adventure.
9

Background
 Bounty appeared on TV and online, while Outdoor
Adventure was on TV, online and print.
 Oregon’s advertising markets included:
 Oregon, Idaho, Washington, California and Vancouver,
B.C.
• Campaign spending totaled $1.8 million.
10

11
 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

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
13

Oregon’s Hot Buttons
14
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 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
16

Oregon's 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
17

— 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 least
once
An exciting place
A real adventure
Oregon Competitors
18

Oregon's Image vs. the Competition —
Exciting
68
56 54
48 47 47
38
0
20
40
60
80
100
California British
Columbia
Washington
State
Colorado Oregon Montana Idaho
PercentWhoStronglyAgree
19

— Adult Vacation
52
53
51
56
58
54
0 20 40 60 80 100
Adult Vacation
Oregon Competitors
20

Adult Vacation
73
62
57
54
52
49
39
0
20
40
60
80
100
California British
Columbia
Washington
State
21

— 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
22

Family Atmosphere
74
52 50
47 46
42
37
0
20
40
60
80
100
California British
Columbia
Washington
State
23

— Worry Free
57
57
54
54
0 20 40 60 80 100
Worry Free
A great place to unwind and disconnect
Oregon Competitors
24

Worry Free
63
57 56
54
51 49 49
0
20
40
60
80
100
Montana Oregon British
Columbia
Washington
State
Idaho California Colorado
25

— 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
26

Unique
54
48 46 45
43
39 38
0
20
40
60
80
100
California British
Columbia
Washington
State
Montana Oregon Colorado Idaho
27

— 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
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
28

Sightseeing
71
56 55
53
43 43
36
0
20
40
60
80
100
California Washington
State
British
Columbia
Oregon Montana Colorado Idaho
29

— Popular
34
41
32
29
39
52
33
33
0 20 40 60 80 100
Popular
I search out information about
this place
I often notice advertising for this
place
Oregon Competitors
30

Popular
64
42 41
34 34
27
25
0
20
40
60
80
100
California British
Columbia
Washington
State
31

— Climate
36
36
38
38
0 20 40 60 80 100
Climate
Excellent climate overall
Oregon Competitors
32

Climate
74
36 36 35
32
25 24
0
20
40
60
80
100
California British
Columbia
Oregon Washington
State
Colorado Idaho Montana
33

— 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
34

Entertainment
60
46
40 39
32
28
25
0
20
40
60
80
100
California Washington
State
British
Columbia
Oregon Colorado Montana Idaho
35

— 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 accommodations
that use sustainable practices
Great local microbreweries and beer
Oregon Competitors
36

Luxurious
65
51 49
47 45
31 31
0
20
40
60
80
100
California British
Columbia
Colorado Washington
State
Oregon Montana Idaho
37

— 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 a
vacation
Affordable to get to
Affordable to eat there
Oregon Competitors
38

Affordable
60
53 50
45 44
41 40
0
20
40
60
80
100
California Oregon Washington
State
British
Columbia
Colorado Idaho Montana
39

— 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
40

Sports & Recreation
65
53 50 50 50 49
45
0
20
40
60
80
100
California Colorado Oregon British
Columbia
Washington
State
Montana Idaho
41

— 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
42

Farming Experience
53
51 49
44 43 42
36
0
20
40
60
80
100
California Oregon Washington
State
Idaho Montana British
Columbia
Colorado
43

Oregon's Image Strengths vs. the
Competition
23
14
13
11
11
10
9
7
6
5
5
0 10 20 30 40
Not too far away to consider for a…
Leader in green and sustainable…
Great beaches
Excellent fishing
LGBT-friendly destination
Difference in Percent Who Strongly Agree
44
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
Difference in Percent Who Strongly Agree
45

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
47

31
29
28
25
25
24
22
22
21
21
20
19
0 20 40 60
Great beaches
Not too far away to consider for a vacation
Great for touring wineries
A place everyone should visit at least once
Truly beautiful scenery
Great for camping
Difference in % Who Strongly Agree – Recent vs. Non-visitors
Oregon’s Main Product Strengths
vs. Image
48

18
17
17
17
17
17
16
16
16
16
16
16
16
0 20 40 60
Interesting B&B`s/inns
Offers a variety of accommodations
An exciting place
I search out information about this place
Great for touring by car
Noted for its history
LGBT-friendly destination
Excellent State/National Parks
Interesting festivals/fairs/events
vs. Image
49

15
15
15
15
14
14
14
14
14
14
14
14
14
0 20 40 60
Great for mountain biking
Great selection of accommodations that use sustainable practices
Great place for rafting/kayaking
A real adventure
Interesting local people
Beautiful gardens/parks
Great for storm watching
Great place to attend outdoor recreation events (cycling, running,…
Interesting cities
Great for attending culinary events
Good for hiking/backpacking
Affordable to eat there
vs. Image
50

13
13
13
13
12
12
12
12
12
12
12
12
11
0 20 40 60
Excellent climate overall
Great for surfing
Picturesque, wholesome farming country
Leader in green and sustainable practices
Interesting Native American cultures
Great casino gaming
Great for farm vacations
Great for theater and the arts
Excellent fishing
Great for viewing wildlife/birds
vs. Image
51

11
11
10
10
10
9
9
9
9
8
8
8
8
0 20 40 60
Interesting customs and traditions
Great place for a conference/convention
Interesting small towns/villages
I often notice advertising for this place
A great place to unwind and disconnect
Great for golfing
Unique local cooking
Excellent shopping
Interesting antiques/unique crafts
vs. Image
52

Oregon’s Product Weaknesses vs.
Image
No Product Weaknesses
vs. Image
53

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
55

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
56

Bottom Line Advertising Impacts

Incremental Trips, Spending and Taxes
Due to Advertising
2012/2013 Ad
Campaign
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.
58
• 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
2012/2013 Ad
Campaign
Overnight Trips 1,082,000
Day Trips 723,500
Total 1,805,500
59

The Bottom Line
Spending ROI $237
Tax ROI $11
60
Every $1 invested in the campaign generated
$237 in visitor spending
$11 in local/state taxes

Travel Oregon Ad Accountability

Recomendados

Recomendados

Más contenido relacionado

Similar a Travel Oregon Ad Accountability

Similar a Travel Oregon Ad Accountability (20)

Más de Travel Oregon

Más de Travel Oregon (20)

Último

Último (20)

Travel Oregon Ad Accountability