An Evaluation of Oregon s Fall 2012/Spring 2013 Advertising Campaigns. Final Report May 2014

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1 An Evaluation of Oregon s Fall 2012/Spring 2013 Advertising Campaigns Final Report May 2014

2 Table of Contents Background.. 3 Research Objectives.. 4 Research Method... 5 Executive Summary... 7 Travel Motivators & Hot Buttons Oregon s Image vs. the Competition Oregon s Product Delivery Creative Impact of Advertising on Image Information Sources for Trip Planning Bottom Line Advertising impacts Oregon Media Diagnostics

3 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. 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 the state s tourism website Oregon s advertising markets included: Oregon, Idaho, Washington, California and Vancouver, B.C. Campaign spending totaled $1.8 million. 3

4 Research Objectives 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 4

5 Research Method 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 5

6 Research Method (Cont d) 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. 6

7 Executive Summary 7

8 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

9 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

10 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

11 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

12 Travel Motivators Relatively low on the priority list are: opportunities for sports and recreation experiences associated with the farming culture 12

13 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

14 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

15 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

16 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

17 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 highend urban experience: first-class hotels and resorts, elegant sophisticated restaurants, excellent museums/art galleries, and interesting cities and people. 17

18 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

19 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

20 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

21 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

22 Oregon s Product Delivery 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

23 Oregon s Product Delivery 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

24 Oregon s Product Delivery 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

25 Travel Motivators & Hot Buttons

26 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

27 Travel Motivators Base: Residents of Oregon s Regional Advertising Markets Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Importance Relative Importance* 27

28 Oregon s Hot Buttons Base: Residents of Oregon s Regional Advertising Markets 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 28

29 Oregon's Image vs. the Competition

30 Oregon's Overall Image Base: Residents of Oregon s Regional Advertising Markets Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree 30

31 Oregon's Overall Image vs. The Competition Base: Residents of Oregon s Regional Advertising Markets Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience * Competitors include: Idaho, Washington State, British Columbia, Colorado, Montana, California Percent Who Strongly Agree Oregon Competitors* 31

32 Oregon's Image vs. The Competition Exciting Base: Residents of Oregon s Regional Advertising Markets Exciting I`m inspired to visit this place A fun place for a vacation A place everyone should visit at least once An exciting place A real adventure Percent Who Strongly Agree Oregon Competitors 32

33 Percent Who Strongly Agree Oregon's Image vs. the Competition Exciting Base: Residents of Oregon s Regional Advertising Markets California British Columbia Washington State Colorado Oregon Montana Idaho 33

34 Oregon's Image vs. The Competition Adult Vacation Base: Residents of Oregon s Regional Advertising Markets Adult Vacation Great for an adult vacation Good for a couples getaway Percent Who Strongly Agree Oregon Competitors 34

35 Percent Who Strongly Agree Oregon's Image vs. the Competition Adult Vacation Base: Residents of Oregon s Regional Advertising Markets California British Columbia Washington State Colorado Oregon Montana Idaho 35

36 Oregon's Image vs. The Competition Family Atmosphere Base: Residents of Oregon s Regional Advertising Markets Family Atmosphere Great place for a family vacation Children would especially enjoy this place Percent Who Strongly Agree Oregon Competitors 36

37 Percent Who Strongly Agree Oregon's Image vs. the Competition Family Atmosphere Base: Residents of Oregon s Regional Advertising Markets California British Columbia Washington State Colorado Oregon Montana Idaho 37

38 Oregon's Image vs. The Competition Worry Free Base: Residents of Oregon s Regional Advertising Markets Worry Free A great place to unwind and disconnect Oregon Percent Who Strongly Agree Competitors 38

39 Percent Who Strongly Agree Oregon's Image vs. the Competition Worry Free Base: Residents of Oregon s Regional Advertising Markets Montana Oregon British Columbia Washington State Idaho California Colorado 39

40 Oregon's Image vs. The Competition Unique Base: Residents of Oregon s Regional Advertising Markets Unique Unique vacation experience Interesting local people Interesting customs and traditions Interesting antiques/unique crafts Interesting Native American cultures Unique local cooking Percent Who Strongly Agree Oregon Competitors 40

41 Percent Who Strongly Agree Oregon's Image vs. the Competition Unique Base: Residents of Oregon s Regional Advertising Markets California British Columbia Washington State Montana Oregon Colorado Idaho 41

42 Oregon's Image vs. The Competition Sightseeing Base: Residents of Oregon s Regional Advertising Markets 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 Percent Who Strongly Agree Oregon Competitors 42

43 Percent Who Strongly Agree Oregon's Image vs. the Competition Sightseeing Base: Residents of Oregon s Regional Advertising Markets California Washington State British Columbia Oregon Montana Colorado Idaho 43

44 Oregon's Image vs. The Competition Popular Base: Residents of Oregon s Regional Advertising Markets Popular Popular with vacationers I search out information about this place I often notice advertising for this place Percent Who Strongly Agree Oregon Competitors 44

45 Percent Who Strongly Agree Oregon's Image vs. the Competition Popular Base: Residents of Oregon s Regional Advertising Markets California British Columbia Washington State Colorado Oregon Montana Idaho 45

46 Oregon's Image vs. The Competition Climate Base: Residents of Oregon s Regional Advertising Markets Climate Excellent climate overall Percent Who Strongly Agree Oregon Competitors 46

47 Percent Who Strongly Agree Oregon's Image vs. the Competition Climate Base: Residents of Oregon s Regional Advertising Markets California British Columbia Oregon Washington State Colorado Idaho Montana 47

48 Oregon's Image vs. The Competition Entertainment Base: Residents of Oregon s Regional Advertising Markets 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 Percent Who Strongly Agree Oregon Competitors 48

49 Percent Who Strongly Agree Oregon's Image vs. the Competition Entertainment Base: Residents of Oregon s Regional Advertising Markets California Washington State British Columbia Oregon Colorado Montana Idaho 49

50 Oregon's Image vs. The Competition Luxurious Base: Residents of Oregon s Regional Advertising Markets 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 Percent Who Strongly Agree Oregon Competitors 50

51 Percent Who Strongly Agree Oregon's Image vs. the Competition Luxurious Base: Residents of Oregon s Regional Advertising Markets California British Columbia Colorado Washington State Oregon Montana Idaho 51

52 Oregon's Image vs. The Competition Affordable Base: Residents of Oregon s Regional Advertising Markets Affordable Offers a variety of accommodations Not too far away to consider for a vacation Affordable to get to Affordable to eat there Percent Who Strongly Agree Oregon Competitors 52

53 Percent Who Strongly Agree Oregon's Image vs. the Competition Affordable Base: Residents of Oregon s Regional Advertising Markets California Oregon Washington State British Columbia Colorado Idaho Montana 53

54 Oregon's Image vs. The Competition Sports & Recreation Base: Residents of Oregon s Regional Advertising Markets 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 Percent Who Strongly Agree Oregon Competitors 54

55 Percent Who Strongly Agree Oregon's Image vs. the Competition Sports & Recreation Base: Residents of Oregon s Regional Advertising Markets California Colorado Oregon British Columbia Washington State Montana Idaho 55

56 Oregon's Image vs. The Competition Farming Experience Base: Residents of Oregon s Regional Advertising Markets 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 Percent Who Strongly Agree Oregon Competitors 56

57 Percent Who Strongly Agree Oregon's Image vs. the Competition Farming Experience Base: Residents of Oregon s Regional Advertising Markets California Oregon Washington State Idaho Montana British Columbia Colorado 57

58 Oregon's Image Strengths vs. the Competition Base: Residents of Oregon s Regional Advertising Markets Exceptional coastal scenery Not too far away to consider for a vacation Leader in green and sustainable practices Great local microbreweries and beer Affordable to get to Great for whale watching Great source for organically-grown food Great beaches Excellent fishing Great for locally-grown specialty foods LGBT-friendly destination Great for bicycling on roads Great for viewing wildlife/birds Interesting B&B`s/inns Great for touring by car A great place to unwind and disconnect Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 58

59 Oregon's Image Weaknesses vs. the Competition Base: Residents of Oregon s Regional Advertising Markets Excellent snow skiing/snowboarding First-class resorts/hotels Popular with vacationers Excellent museums/art galleries An exciting place Elegant, sophisticated restaurants Lots of things to see and do Interesting cities Great for golfing Children would especially enjoy this place Great for surfing Unique vacation experience Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 59

60 Oregon's Image Weaknesses vs. the Competition Base: Residents of Oregon s Regional Advertising Markets Interesting customs and traditions A real adventure Great for an adult vacation Great place for a conference/convention Noted for its history A fun place for a vacation Interesting Native American cultures I often notice advertising for this place Great for theater and the arts A place everyone should visit at least once Great for attending culinary events Good for a couples getaway Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 60

61 Oregon's Image Strengths vs. Idaho Base: Regional Market Exceptional coastal scenery Great for whale watching Great beaches LGBT-friendly destination Great local microbreweries and beer Not too far away to consider for a vacation Great for touring wineries Leader in green and sustainable practices Excellent shopping Affordable to get to Great source for organically-grown food Great for theater and the arts Interesting cities Great selection of accommodations that use Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 61

62 Oregon's Image Strengths vs. Idaho Base: Regional Market Interesting B&B`s/Inns Good for a couples getaway Interesting festivals/fairs/events Elegant, sophisticated restaurants Truly beautiful scenery Great place for a conference/convention I`m inspired to visit this place Great for surfing Great for attending culinary events Great for viewing wildlife/birds Great for bicycling on roads Great for an adult vacation Great for touring by car I search out information about this place Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 62

63 Oregon's Image Strengths vs. Idaho Base: Regional Market A place everyone should visit at least once Excellent climate overall Excellent State/National Parks Interesting antiques/unique crafts A fun place for a vacation Great place for a family vacation Beautiful gardens/parks Great for locally-grown specialty foods Excellent vacation value Interesting local people Lots of things to see and do Popular with vacationers Offers a variety of accommodations Unique local cooking Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 63

64 Oregon's Image Strengths vs. Idaho Base: Regional Market Children would especially enjoy this place I often notice advertising for this place Great place to attend outdoor recreation Excellent fishing Great for golfing Good for hiking/backpacking Excellent museums/art galleries Great for storm watching A great place to unwind and disconnect Great casino gaming First-class resorts/hotels An exciting place Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 64

65 Oregon's Image Weaknesses vs. Idaho Base: Regional Market Excellent snow skiing/snowboarding -7 Great for farm vacations -7 Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 65

66 Oregon's Image Strengths vs. Washington State Base: Regional Market Good for hiking/backpacking 9 Great local microbreweries and beer 8 Not too far away to consider for a vacation 8 Exceptional coastal scenery 7 Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 66

67 Oregon's Image Weaknesses vs. Washington State Base: Regional Market Excellent museums/art galleries -17 Interesting cities -13 Elegant, sophisticated restaurants -12 Great for theater and the arts Excellent snow skiing/snowboarding Popular with vacationers First-class resorts/hotels I`m inspired to visit this place An exciting place Great for attending culinary events Lots of things to see and do Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 67

68 Oregon's Image Weaknesses vs. Washington State Base: Regional Market Great for touring wineries A fun place for a vacation Great for whale watching Great place for a conference/convention Interesting Native American cultures Children would especially enjoy this place Interesting festivals/fairs/events A place everyone should visit at least once I often notice advertising for this place Great for an adult vacation Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 68

69 Oregon's Image Strengths vs. British Columbia Base: Regional Market Not too far away to consider for a vacation Affordable to get to Great local microbreweries and beer Leader in green and sustainable practices Great source for organically-grown food Great for touring wineries Great for touring by car Great for farm vacations Great for camping Picturesque, wholesome farming country Great beaches Great for mountain biking Great for viewing wildlife/birds Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 69

70 Oregon's Image Weaknesses vs. British Columbia Base: Regional Market First-class resorts/hotels Elegant, sophisticated restaurants Popular with vacationers Excellent snow skiing/snowboarding Interesting cities An exciting place Lots of things to see and do Interesting customs and traditions Good for a couples getaway Excellent museums/art galleries Interesting local people A fun place for a vacation Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 70

71 Oregon's Image Weaknesses vs. British Columbia Base: Regional Market Great for an adult vacation A place everyone should visit at least once Truly beautiful scenery A real adventure Unique vacation experience Great place for a conference/convention Great for whale watching Great place for a family vacation I`m inspired to visit this place Great for attending culinary events I often notice advertising for this place Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 71

72 Oregon's Image Strengths vs. Colorado Base: Regional Market Exceptional coastal scenery Great for whale watching Great beaches Not too far away to consider for a vacation Great for touring wineries Affordable to get to Leader in green and sustainable practices Great source for organically-grown food Great for locally-grown specialty foods Great for farm vacations Excellent fishing LGBT-friendly destination Picturesque, wholesome farming country Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 72

73 Oregon's Image Strengths vs. Colorado Base: Regional Market Interesting festivals/fairs/events Interesting small towns/villages Interesting antiques/unique crafts Great for bicycling on roads Great for touring by car Excellent vacation value Great for surfing A great place to unwind and disconnect Beautiful gardens/parks Excellent shopping Unique local cooking Great for attending culinary events Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 73

74 Oregon's Image Weaknesses vs. Colorado Base: Regional Market Excellent snow skiing/snowboarding -29 First-class resorts/hotels -16 Popular with vacationers -10 Great for mountain biking -8 Great place for rafting/kayaking -8 Offers a variety of accommodations -6 Lots of things to see and do -6 Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 74

75 Oregon's Image Strengths vs. Montana Base: Regional Market Exceptional coastal scenery Great for whale watching Great beaches Not too far away to consider for a vacation Great local microbreweries and beer Leader in green and sustainable practices Great source for organically-grown food Great for touring wineries Offers a variety of accommodations LGBT-friendly destination Affordable to get to Great for locally-grown specialty foods Elegant, sophisticated restaurants Interesting festivals/fairs/events Great for surfing First-class resorts/hotels Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 75

76 Oregon's Image Strengths vs. Montana Base: Regional Market Interesting B&B`s/Inns Great for attending culinary events Great for theater and the arts Excellent climate overall Excellent shopping Great selection of accommodations that use sustainable practices Unique local cooking Great casino gaming Interesting cities I often notice advertising for this place Lots of things to see and do Great place for a conference/convention I search out information about this place Excellent museums/art galleries Popular with vacationers Great for golfing Difference in Percent Who Strongly Agree Circled attributes are image hot buttons 76

77 Oregon's Image Weaknesses vs. Montana Base: Regional Market Interesting Native American cultures -14 Great for farm vacations -12 A real adventure -12 Unique vacation experience -8 Affordable to eat there -7 Excellent snow skiing/snowboarding -7 Interesting customs and traditions -6 A great place to unwind and disconnect -6 Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 77

78 Oregon's Image Strengths vs. California Base: Regional Market Great for storm watching 15 A great place to unwind and disconnect 8 Affordable to eat there 8 Picturesque, wholesome farming country 7 Great for farm vacations 6 Excellent fishing 6 Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 78

79 Oregon's Image Weaknesses vs. California Base: Regional Market Great for surfing Great beaches Great for golfing Popular with vacationers Elegant, sophisticated restaurants Excellent climate overall First-class resorts/hotels Excellent museums/art galleries Interesting cities Children would especially enjoy this place Great for touring wineries Excellent shopping I often notice advertising for this place An exciting place Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 79

80 Oregon's Image Weaknesses vs. California Base: Regional Market Great for theater and the arts Great for attending culinary events Lots of things to see and do Great place for a conference/convention Noted for its history Offers a variety of accommodations A fun place for a vacation Great place for a family vacation Good for a couples getaway Great for an adult vacation LGBT-friendly destination A place everyone should visit at least once I search out information about this place Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 80

81 Oregon's Image Weaknesses vs. California Base: Regional Market Unique local cooking Great casino gaming Great for whale watching I`m inspired to visit this place Excellent State/National Parks Unique vacation experience Interesting festivals/fairs/events Great for locally-grown specialty foods A real adventure Great place to attend outdoor recreation events (cycling, running, Exceptional coastal scenery Great source for organically-grown food Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 81

82 Oregon's Image Weaknesses vs. California Base: Regional Market Interesting antiques/unique crafts Excellent snow skiing/snowboarding Great selection of accommodations that use sustainable practices Not too far away to consider for a vacation Beautiful gardens/parks Interesting local people Interesting customs and traditions Great for mountain biking Great for touring by car Truly beautiful scenery Interesting B&B`s/inns Great place for rafting/kayaking Circled attributes are image hot buttons Difference in Percent Who Strongly Agree 82

83 Oregon s Product Delivery

84 Oregon s Product vs. Image Base: Residents of Oregon s Regional Advertising Markets Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree * Visited in past two years Recent Visitors* Never Visited 84

85 Oregon s Product Delivery vs. Image Exciting Base: Regional Market Exciting I`m inspired to visit this place A fun place for a vacation A place everyone should visit at least once An exciting place A real adventure * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 85

86 Oregon s Product Delivery vs. Image Adult Vacation Base: Regional Market Adult Vacation Great for an adult vacation Good for a couples getaway * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 86

87 Oregon s Product Delivery vs. Image Family Atmosphere Base: Regional Market Family Atmosphere Great place for a family vacation Children would especially enjoy this place * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 87

88 Oregon s Product Delivery vs. Image Worry Free Base: Regional Market Worry Free A great place to unwind and disconnect * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 88

89 Oregon s Product Delivery vs. Image Unique Base: Regional Market Unique Unique vacation experience Interesting local people Interesting customs and traditions Interesting antiques/unique crafts Interesting Native American cultures Unique local cooking * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 89

90 Oregon s Product Delivery vs. Image Sightseeing Base: Regional Market Sightseeing * Visited in past two years 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 Percent Who Strongly Agree Recent Visitors* Never Visited 90

91 Oregon s Product Delivery vs. Image Popular Base: Regional Market Popular Popular with vacationers I search out information about this place I often notice advertising for this place * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 91

92 Oregon s Product Delivery vs. Image Climate Base: Regional Market Climate Excellent climate overall * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 92

93 Oregon s Product Delivery vs. Image Entertainment Base: Regional Market 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 Percent Who Strongly Agree Recent Visitors* Never Visited * Visited in past two years 93

94 Oregon s Product Delivery vs. Image Luxurious Base: Regional Market 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 * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 94

95 Oregon s Product Delivery vs. Image Affordable Base: Regional Market Affordable Offers a variety of accommodations Not too far away to consider for a vacation Affordable to get to Affordable to eat there * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 95

96 Oregon s Product Delivery vs. Image Sports and Recreation Base: Regional Market Sports and Recreation Great place to attend outdoor recreation 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 * Visited in past two years Recent Visitors* Percent Who Strongly Agree Never Visited 96

97 Oregon s Product Delivery vs. Image Farming Experience Base: Regional Market 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 * Visited in past two years Percent Who Strongly Agree Recent Visitors* Never Visited 97

98 Oregon s Main Product Strengths vs. Image Base: Residents of Oregon s Regional Advertising Markets Great beaches Not too far away to consider for a vacation Affordable to get to I`m inspired to visit this place Great for touring wineries A place everyone should visit at least once Truly beautiful scenery Exceptional coastal scenery Great place for a family vacation Good for a couples getaway Great for camping A fun place for a vacation Circled attributes are image hot buttons Difference in % Who Strongly Agree Recent vs. Non-visitors 98

99 Oregon s Main Product Strengths vs. Image Base: Residents of Oregon s Regional Advertising Markets Interesting B&B`s/inns Offers a variety of accommodations An exciting place I search out information about this place Lots of things to see and do Popular with vacationers Great for whale watching Great for touring by car Noted for its history LGBT-friendly destination Excellent State/National Parks Interesting festivals/fairs/events Great local microbreweries and beer Circled attributes are image hot buttons Difference in % Who Strongly Agree Recent vs. Non-visitors 99

100 Oregon s Main Product Strengths vs. Image Base: Residents of Oregon s Regional Advertising Markets First-class resorts/hotels 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 Circled attributes are image hot buttons Difference in % Who Strongly Agree Recent vs. Non-visitors 100

101 Oregon s Main Product Strengths vs. Image Base: Residents of Oregon s Regional Advertising Markets Excellent snow skiing/snowboarding Excellent climate overall Unique vacation experience Great for surfing Picturesque, wholesome farming country Leader in green and sustainable practices Interesting Native American cultures Great casino gaming Great source for organically-grown food Great for farm vacations Great for theater and the arts Excellent fishing Great for viewing wildlife/birds Circled attributes are image hot buttons Difference in % Who Strongly Agree Recent vs. Non-visitors 101

102 Oregon s Main Product Strengths vs. Image Base: Residents of Oregon s Regional Advertising Markets Interesting customs and traditions Great for locally-grown specialty foods Children would especially enjoy this place Great place for a conference/convention Interesting small towns/villages Great for an adult vacation I often notice advertising for this place A great place to unwind and disconnect Great for golfing Unique local cooking Elegant, sophisticated restaurants Excellent shopping Interesting antiques/unique crafts Circled attributes are image hot buttons Difference in % Who Strongly Agree Recent vs. Non-visitors 102

103 Oregon s Product Weaknesses vs. Image No Product Weaknesses vs. Image 103

104 Creative

105 Fall Bounty 105

106 Spring Outdoor Adventure 106

107 Impact of Advertising on Image

108 Impact of Advertising on Image Total Regional Market Base: Residents of Oregon s Regional Advertising Markets Exciting Adult Vacation Family Atmosphere Worry Free Unique Sightseeing Popular Climate Entertainment Luxurious Affordable Sports and Recreation Farming Experience Percent Who Strongly Agree *Saw at least one ad Aware* Unaware 108

109 Impact of Advertising on Oregon s Hot Buttons Base: Residents of Oregon s Regional Advertising Markets I`m inspired to visit this place A fun place for a vacation A place everyone should visit at least Lots of things to see and do Great place for a family vacation An exciting place Great for an adult vacation Good for a couples getaway Popular with vacationers A real adventure Percent Who Strongly Agree *Saw at least one ad Aware* Unaware 109

110 Information Sources for Trip Planning

111 Information Sources Used for Trip Planning After Seeing Ads Base: Regional Market Advice from relatives or friends Personal experience from past visit(s) Travel Oregon Visitor guide 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

112 Information Sources Used for Trip Planning After Seeing Ads (cont d) Base: Regional Market 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

113 Bottom Line Advertising Impacts

114 Research Method 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. 114

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. 115

116 Oregon Campaign Efficiency Regional Travel Market: Oregon, Idaho, Washington, California and Vancouver, B.C. Ad Investment Incremental Trips Incremental Visitor Spending Incremental Taxes $1.8 Million 1.81 Million $425.4 Million $19.0 Million Ad Investment excludes Production/Other Costs Visitor spending based on Longwoods Travel USA Avg. Per-Person Per-Trip Expenditures = $ for overnight visitors; $ for day visitors Effective Direct Tax rates 2.76% State and 1.7% Local 116

117 Incremental Trips Due to Advertising Overnight Trips 1,082,000 Day Trips 723,500 Total 1,805,

118 The Bottom Line Every $1 invested in the campaign generated $237 in visitor spending $11 in local/state taxes Spending ROI $237 Tax ROI $11 118

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