Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Oregon
Fall 2012/Spring 2013
Advertising Evaluation and Image Study
Oregon Governor’s Conference on Tourism
April 28, 2014...
Longwoods International
3
 Established in 1978 as
consultancy-focused
research company
 Tourism since 1985
 9,000 inter...
Longwoods International
4
 Today Travel USA®
 200,000 interviews of Americans annually on-line
 Employed by States, CVB...
Longwoods International
5
 Client base throughout North America
 Research programs conducted in U.S., Canada, U.K., Japa...
Travel Clients
6
Non-Travel Clients
7
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 ...
Background
 Bounty appeared on TV and online, while Outdoor
Adventure was on TV, online and print.
 Oregon’s advertising...
11
 The study was conducted among a representative
sample of adult travelers (18+) residing in Oregon’s
advertising marke...
Travel Motivators
Travel Motivators
Exciting
Adult Vacation
Family Atmosphere
Worry Free
Unique
Sightseeing
Popular
Climate
Entertainment
Lu...
Oregon’s Hot Buttons
Base: Residents of Oregon’s Regional Advertising Markets
14
Top 10 Hot Buttons
I'm inspired to visit ...
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 Fr...
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 6...
Oregon's Image vs. The Competition
— Exciting
47
44
51
54
39
47
52
46
55
58
48
53
0 20 40 60 80 100
Exciting
I`m inspired ...
Oregon's Image vs. the Competition —
Exciting
68
56 54
48 47 47
38
0
20
40
60
80
100
California British
Columbia
Washingto...
Oregon's Image vs. The Competition
— Adult Vacation
52
53
51
56
58
54
0 20 40 60 80 100
Adult Vacation
Great for an adult ...
Oregon's Image vs. the Competition —
Adult Vacation
73
62
57
54
52
49
39
0
20
40
60
80
100
California British
Columbia
Was...
Oregon's Image vs. The Competition
— Family Atmosphere
46
53
40
51
55
46
0 20 40 60 80 100
Family Atmosphere
Great place f...
Oregon's Image vs. the Competition —
Family Atmosphere
74
52 50
47 46
42
37
0
20
40
60
80
100
California British
Columbia
...
Oregon's Image vs. The Competition
— Worry Free
57
57
54
54
0 20 40 60 80 100
Worry Free
A great place to unwind and disco...
Oregon's Image vs. the Competition —
Worry Free
63
57 56
54
51 49 49
0
20
40
60
80
100
Montana Oregon British
Columbia
Was...
Oregon's Image vs. The Competition
— Unique
43
46
48
34
42
44
43
45
51
49
40
41
48
44
0 20 40 60 80 100
Unique
Unique vaca...
Oregon's Image vs. the Competition —
Unique
54
48 46 45
43
39 38
0
20
40
60
80
100
California British
Columbia
Washington
...
Oregon's Image vs. The Competition
— 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
6...
Oregon's Image vs. the Competition —
Sightseeing
71
56 55
53
43 43
36
0
20
40
60
80
100
California Washington
State
Britis...
Oregon's Image vs. The Competition
— Popular
34
41
32
29
39
52
33
33
0 20 40 60 80 100
Popular
Popular with vacationers
I ...
Oregon's Image vs. the Competition —
Popular
64
42 41
34 34
27
25
0
20
40
60
80
100
California British
Columbia
Washington...
Oregon's Image vs. The Competition
— Climate
36
36
38
38
0 20 40 60 80 100
Climate
Excellent climate overall
Percent Who S...
Oregon's Image vs. the Competition —
Climate
74
36 36 35
32
25 24
0
20
40
60
80
100
California British
Columbia
Oregon Was...
Oregon's Image vs. The Competition
— Entertainment
39
49
41
37
35
43
28
42
40
46
44
41
38
40
30
39
0 20 40 60 80 100
Enter...
Oregon's Image vs. the Competition —
Entertainment
60
46
40 39
32
28
25
0
20
40
60
80
100
California Washington
State
Brit...
Oregon's Image vs. The Competition
— Luxurious
45
41
50
39
44
52
46
52
46
47
42
41
0 20 40 60 80 100
Luxurious
First-class...
Oregon's Image vs. the Competition —
Luxurious
65
51 49
47 45
31 31
0
20
40
60
80
100
California British
Columbia
Colorado...
Oregon's Image vs. The Competition
— Affordable
53
55
61
52
45
47
56
47
41
45
0 20 40 60 80 100
Affordable
Offers a variet...
Oregon's Image vs. the Competition —
Affordable
60
53 50
45 44
41 40
0
20
40
60
80
100
California Oregon Washington
State
...
Oregon's Image vs. The Competition
— Sports & Recreation
50
56
63
64
51
64
53
52
34
44
24
52
57
57
63
53
63
54
47
40
57
30...
Oregon's Image vs. the Competition —
Sports & Recreation
65
53 50 50 50 49
45
0
20
40
60
80
100
California Colorado Oregon...
Oregon's Image vs. The Competition
— Farming Experience
51
56
52
51
56
41
45
43
49
46
47
41
0 20 40 60 80 100
Farming Expe...
Oregon's Image vs. the Competition —
Farming Experience
53
51 49
44 43 42
36
0
20
40
60
80
100
California Oregon Washingto...
Oregon's Image Strengths vs. the
Competition
23
14
13
11
11
10
9
7
6
5
5
0 10 20 30 40
Exceptional coastal scenery
Not too...
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 snow skii...
Oregon’s Product Delivery
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
Fa...
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
Affordable to get...
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 pl...
15
15
15
15
14
14
14
14
14
14
14
14
14
0 20 40 60
First-class resorts/hotels
Great for mountain biking
Great selection of ...
13
13
13
13
12
12
12
12
12
12
12
12
11
0 20 40 60
Excellent snow skiing/snowboarding
Excellent climate overall
Unique vaca...
11
11
10
10
10
9
9
9
9
8
8
8
8
0 20 40 60
Interesting customs and traditions
Great for locally-grown specialty foods
Child...
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
Fa...
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
I`m inspired to visit this place
A fun place...
Bottom Line Advertising Impacts
Incremental Trips, Spending and Taxes
Due to Advertising
2012/2013 Ad
Campaign
Ad Investment $1.8 Million
Incremental Trip...
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 ...
Upcoming SlideShare
Loading in …5
×

Travel Oregon Ad Accountability

Longwoods International displays key insights and results from their evaluation of the Travel Oregon Fall 2012 and Spring 2013 brand advertising campaigns.

  • Be the first to comment

Travel Oregon Ad Accountability

  1. 1. Oregon Fall 2012/Spring 2013 Advertising Evaluation and Image Study Oregon Governor’s Conference on Tourism April 28, 2014 Tom Curtis
  2. 2. Longwoods International 3  Established in 1978 as consultancy-focused research company  Tourism since 1985  9,000 interviews – changing Canada’s image
  3. 3. Longwoods International 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™
  4. 4. Longwoods International 5  Client base throughout North America  Research programs conducted in U.S., Canada, U.K., Japan, Mexico, Germany, Argentina, Brazil, and Colombia
  5. 5. Travel Clients 6
  6. 6. Non-Travel Clients 7
  7. 7. Peer Awards 8  TTRA  MRIA  “Best Practices in Tourism,” Dr. Rich Harrill  ARF – David Ogilvy Award
  8. 8. 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
  9. 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
  10. 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
  11. 11. Travel Motivators
  12. 12. 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
  13. 13. Oregon’s Hot Buttons Base: Residents of Oregon’s Regional Advertising Markets 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
  14. 14. Oregon's Image vs. the Competition
  15. 15. 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 Sports and Recreation Farming Experience Percent Who Strongly Agree Base: Residents of Oregon’s Regional Advertising Markets 16
  16. 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 Sports and Recreation Farming Experience Percent Who Strongly Agree Oregon Competitors* * Competitors include: Idaho, Washington State, British Columbia, Colorado, Montana, California Base: Residents of Oregon’s Regional Advertising Markets 17
  17. 17. Oregon's Image vs. The Competition — 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 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 Base: Residents of Oregon’s Regional Advertising Markets 18
  18. 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 Base: Residents of Oregon’s Regional Advertising Markets 19
  19. 19. Oregon's Image vs. The Competition — Adult Vacation 52 53 51 56 58 54 0 20 40 60 80 100 Adult Vacation Great for an adult vacation Good for a couples getaway Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 20
  20. 20. Oregon's Image vs. the Competition — Adult Vacation 73 62 57 54 52 49 39 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 21
  21. 21. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 22
  22. 22. Oregon's Image vs. the Competition — Family Atmosphere 74 52 50 47 46 42 37 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 23
  23. 23. Oregon's Image vs. The Competition — Worry Free 57 57 54 54 0 20 40 60 80 100 Worry Free A great place to unwind and disconnect Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 24
  24. 24. Oregon's Image vs. the Competition — Worry Free 63 57 56 54 51 49 49 0 20 40 60 80 100 Montana Oregon British Columbia Washington State Idaho California Colorado PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 25
  25. 25. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 26
  26. 26. Oregon's Image vs. the Competition — Unique 54 48 46 45 43 39 38 0 20 40 60 80 100 California British Columbia Washington State Montana Oregon Colorado Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 27
  27. 27. Oregon's Image vs. The Competition — 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 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 Base: Residents of Oregon’s Regional Advertising Markets 28
  28. 28. Oregon's Image vs. the Competition — Sightseeing 71 56 55 53 43 43 36 0 20 40 60 80 100 California Washington State British Columbia Oregon Montana Colorado Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 29
  29. 29. Oregon's Image vs. The Competition — Popular 34 41 32 29 39 52 33 33 0 20 40 60 80 100 Popular Popular with vacationers I search out information about this place I often notice advertising for this place Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 30
  30. 30. Oregon's Image vs. the Competition — Popular 64 42 41 34 34 27 25 0 20 40 60 80 100 California British Columbia Washington State Colorado Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 31
  31. 31. Oregon's Image vs. The Competition — Climate 36 36 38 38 0 20 40 60 80 100 Climate Excellent climate overall Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 32
  32. 32. Oregon's Image vs. the Competition — Climate 74 36 36 35 32 25 24 0 20 40 60 80 100 California British Columbia Oregon Washington State Colorado Idaho Montana PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 33
  33. 33. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 34
  34. 34. Oregon's Image vs. the Competition — Entertainment 60 46 40 39 32 28 25 0 20 40 60 80 100 California Washington State British Columbia Oregon Colorado Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 35
  35. 35. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 36
  36. 36. Oregon's Image vs. the Competition — Luxurious 65 51 49 47 45 31 31 0 20 40 60 80 100 California British Columbia Colorado Washington State Oregon Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 37
  37. 37. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 38
  38. 38. Oregon's Image vs. the Competition — Affordable 60 53 50 45 44 41 40 0 20 40 60 80 100 California Oregon Washington State British Columbia Colorado Idaho Montana PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 39
  39. 39. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 40
  40. 40. Oregon's Image vs. the Competition — Sports & Recreation 65 53 50 50 50 49 45 0 20 40 60 80 100 California Colorado Oregon British Columbia Washington State Montana Idaho PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 41
  41. 41. Oregon's Image vs. The Competition — 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 Percent Who Strongly Agree Oregon Competitors Base: Residents of Oregon’s Regional Advertising Markets 42
  42. 42. Oregon's Image vs. the Competition — Farming Experience 53 51 49 44 43 42 36 0 20 40 60 80 100 California Oregon Washington State Idaho Montana British Columbia Colorado PercentWhoStronglyAgree Base: Residents of Oregon’s Regional Advertising Markets 43
  43. 43. Oregon's Image Strengths vs. the Competition 23 14 13 11 11 10 9 7 6 5 5 0 10 20 30 40 Exceptional coastal scenery Not too far away to consider for a… Leader in green and sustainable… 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 Difference in Percent Who Strongly Agree Base: Residents of Oregon’s Regional Advertising Markets 44 Circled attributes are image hot buttons
  44. 44. 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 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 Difference in Percent Who Strongly Agree Base: Residents of Oregon’s Regional Advertising Markets 45 Circled attributes are image hot buttons
  45. 45. Oregon’s Product Delivery
  46. 46. 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 Sports and Recreation Farming Experience Percent Who Strongly Agree Recent Visitors* Never Visited Oregon’s Product vs. Image * Visited in past two years Base: Residents of Oregon’s Regional Advertising Markets 47
  47. 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 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 Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 48 Circled attributes are image hot buttons
  48. 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 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 Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 49 Circled attributes are image hot buttons
  49. 49. 15 15 15 15 14 14 14 14 14 14 14 14 14 0 20 40 60 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 Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 50 Circled attributes are image hot buttons
  50. 50. 13 13 13 13 12 12 12 12 12 12 12 12 11 0 20 40 60 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 Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 51 Circled attributes are image hot buttons
  51. 51. 11 11 10 10 10 9 9 9 9 8 8 8 8 0 20 40 60 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 Difference in % Who Strongly Agree – Recent vs. Non-visitors Oregon’s Main Product Strengths vs. Image Base: Residents of Oregon’s Regional Advertising Markets 52 Circled attributes are image hot buttons
  52. 52. Oregon’s Product Weaknesses vs. Image No Product Weaknesses vs. Image 53
  53. 53. Impact of Advertising on Image
  54. 54. 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 Sports and Recreation Farming Experience Percent Who Strongly Agree Aware* Unaware Impact of Advertising on Image  Total Regional Market *Saw at least one ad Base: Residents of Oregon’s Regional Advertising Markets 55
  55. 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 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 Aware* Unaware Impact of Advertising on Oregon’s Hot Buttons *Saw at least one ad Base: Residents of Oregon’s Regional Advertising Markets 56
  56. 56. Bottom Line Advertising Impacts
  57. 57. 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
  58. 58. Incremental Trips Due to Advertising 2012/2013 Ad Campaign Overnight Trips 1,082,000 Day Trips 723,500 Total 1,805,500 59
  59. 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

    Be the first to comment

    Login to see the comments

  • ichsanrasyid

    May. 5, 2020

Longwoods International displays key insights and results from their evaluation of the Travel Oregon Fall 2012 and Spring 2013 brand advertising campaigns.

Views

Total views

557

On Slideshare

0

From embeds

0

Number of embeds

1

Actions

Downloads

7

Shares

0

Comments

0

Likes

1

×