ADVENTURECATION 2013 PARTNER TOOLKIT SPRING 2013
WELCOME Thank you for taking part in the 2013 Adventurecation campaign with Travel Oregon. We are thrilled to have you on board and look forward to showcasing the adventurous side of Oregon via this Facebook campaign. While Adventurecation 2012 was truly an amazing, award-winning social media campaign, we think this year s modifications will enhance the overall campaign and provide an even better user experience. In order to make Adventurecation 2013 a bigger success than last year, we need your help spreading the word about the campaign. This toolkit will provide you with the information you need to promote Adventurecation through your social channels. IMPORTANT NOTE You will be provided with custom links to the Adventurecation application / sweepstakes. We ask that you use these links whenever and wherever you promote the campaign (e.g., Facebook, Twitter, emails, websites). Not only will we be able to track the number of clicks on each link, but they will be designed to direct users to one of two versions of the application, based on the type of device they are using. If your users are on a smartphone or tablet, they will be directed to a different user interface specifically designed for mobile use.
PROMOTING ON FACEBOOK Throughout Adventurecation 2013, your Facebook page will be growing with new fans who have been specifically targeted based on their current Facebook LIKES. Similar to previous years, we will align ad copy, images and targets with information about your region and featured activities. Make sure to engage with these new fans, which will encourage them to return to your page after the campaign. Here are some suggestions on what to post throughout the campaign in order to make your new--and current--fans happy. ENGAGE WITH NEW FANS Provide your new fans with content (photos and copy) that align with the reasons they initially LIKED your page: Oregon s outdoor activities. Post about your featured activities, other outdoor activities in your region as well as images of your region s outdoor beauty. Your fans may be sharing content on your Facebook Timeline or in the comment sections of your posts. Answer their questions and start conversations with them. Make them feel welcome on your Facebook page. POST ABOUT THE APP / SWEEPSTAKES Many of your current Facebook fans joined your community during previous Adventurecation campaigns. Don t forget to tell them about this year s campaign, the new application as well as the sweepstakes. Please use the custom links previously mentioned when linking to the application / sweepstakes.
IMAGES One of the most important things to remember when promoting this campaign on platforms such as Facebook is the value of visual content. Using beautiful photography is the easiest way to inspire and attract new audiences. Travel Oregon will provide you with images from the application to use while posting about Adventurecation. Please use these while promoting this year s campaign. Due to image ownership restrictions, we are not able to provide you with all of the images utilized in the application; however, Travel Oregon s Facebook page will be able to post all of the images throughout the campaign. Feel free to SHARE any image posts from the Travel Oregon Facebook page on your regional page. SAMPLE CONTENT Here are some examples of how you can promote Adventurecation on your social channels: Looks like fun, huh? You can win your own cycling adventure in Eastern Oregon by entering our Adventurecation sweepstakes: PROVIDED LINK Win an action-packed trip to the Oregon Coast by entering our 2013 Adventurecation sweepstakes: PROVIDED LINK Don t go chasing waterfalls unless you re on an Oregon Adventurecation! Enter to win an outdoor adventure in the Willamette Valley: PROVIDED LINK
TIPS AND TRICKS RECAP SHARE content from the Travel Oregon social channels or from our brand partners at KEEN and Alaska Airlines. Create content promoting your region s featured activities and sweepstakes in addition to content promoting the application. Use high-quality, captivating photography in all Facebook posts. Short, witty or inspirational copy sees the highest engagement: Keep your copy to one to two sentences. Engage with your fans by responding to their comments, answering their questions and LIKING their content posted on your Timeline. BEYOND FACEBOOK Utilizing multiple platforms to promote Adventurecation will help reach a wider audience. In addition to promoting the campaign on Facebook, we encourage you to reach out to your other social audiences as well as your email newsletter subscribers. SAMPLE E-NEWSLETTER CONTENT Win an Oregon Adventurecation Oregon isn t a place you see as much as you do. That s why we created the Oregon Adventurecation, your guide to world-class cycling, golfing, skiing, windsurfing and just about anything else-ing around the state. Choose how you like to explore the great outdoors, and we ll show you which Adventurecation itinerary is for you. Enter to win and it could be yours!
INDUSTRY WEBSITE: If your partners or local businesses have questions about the campaign, direct them to this page on our industry website, where they can download a copy of this toolkit and access photos and other creative assets: http://industry.traveloregon.com/sales-and-marketing-opportunities/advertisingopportunities/cooperative-advertising/spring-facebook-co-op FIND OUR BRAND PARTNERS Our brand partners at KEEN and Alaska Airlines will also be promoting Adventurecation on their social media platforms. We encourage you to share / repin / like / etc. the related content from the following accounts: REGIONAL PARTNERS While the overall length of this year s campaign is shorter than previous years, each region s sweepstakes will be live for the entire duration of the campaign (May 7 th June 4 th ). Below you will find the Facebook page and name of each regional partner, their two featured activities in the Adventurecation application as well as their prize packages. In addition to the prize information listed below, each regional prize package includes KEEN gear and two flight vouchers courtesy of Alaska Airlines. Travel Oregon KEEN Alaska Air Facebook.com/traveloregon Facebook.com/KEEN Facebook.com/alaskaairlines @TravelOregon @KEEN @AlaskaAir @TravelOregon @Keenfootwear N/A Pinterest.com/traveloregon Pinterest.com/keenfootwear N/A
PARTNER INFORMATION Eastern Oregon Visitors Association facebook.com/visiteasternoregon Cycle an Oregon Scenic Bikeway Jet Boat Hells Canyon Guided jet boating trip with Hells Canyon Adventures Guided cycling trip with Ride Cycling Tours 3-night stay at the Geiser Grand Hotel Dinner at Barley Brown s and $50 voucher for Peterson s Gallery and Chocolatier The Oregon Coast facebook.com/thepeoplescoast Surf the Oregon Coast Golf at Bandon Dunes Golfing at Bandon Dunes Golf Resort Surf lessons and gear from Moment Surf Company 2-night stay at the Inn at Cape Kiwanda 1-night stay at Bandon Dunes Golf Resort
Dinner at Bandon Dunes Golf Resort $50 voucher for Pelican Pub & Brewery Central Oregon Visitors Association facebook.com/visitcentraloregon Climb Smith Rock Fly Fish the Deschutes River Guided climb of Smith Rock with Chockstone Climbing Guides Guided fly fishing trip with Silvey's Fly Fishing 2-night stay at The Oxford Hotel 1-night stay at the Five Pines Lodge Dinner at Zydeco Kitchen $50 towards a sampling of beers along the Bend Ale Trail Oregon's Mt Hood Territory facebook.com/mt.hoodterritory Windsurf the Columbia River George Shred Mt. Hood Voucher for Mt. Hood Adventure Park Windsurfing, Big Winds Ski lift tickets, lessons and rental at Timberline Lodge Two nights at the Resort at the Mountain
1 night at Timberline Lodge Dinner at The Rendezvous Grill Voucher for Full Sail Brewing Visit Washington County, Oregon facebook.com/washingtoncountyvisitorsassociation Paddle the Tualatin River Zip Line at Tree to Tree Adventure Park Guided kayaking trip with the Tualatin Riverkeepers Zip lining at Tree to Tree Adventure Park 2-night stay at the McMenamins Grand Lodge 1-night stay at The Governor Hotel Dinner at Imperial and $50 towards wine tasting at Cooper Mountain Winery Oregon Wine Country Travel facebook.com/oregonwinecountry Mountain Bike in Oakridge Hike at Silver Falls State Park Guided mountain biking trip with Oregon Adventures Visit Silver Falls State Park 1 night at Double Diamond Lodge 1 night at Oregon Garden Resort 1 night at Inn at the 5th
Dinner at Marché Restaurant and $50 voucher for Brewers Union Local 180 Travel Southern Oregon facebook.com/pages/travel-southern- Oregon/79908406056 Hike at Crater Lake Whitewater Raft Visit Crater Lake National Park Guided whitewater rafting trip with Ouzel Outfitters 2 nights at the Steamboat Inn 1 night and dinner at Crater Lake Lodge $50 voucher to Troon Vineyard THANK YOU We look forward to working together to promote everything wonderful about Oregon s outdoors.