7a Tourism Marketing Support Program Presentation
ITEM NO: 7a DATE OF MEETING: October 23, 2018 Tourism Marketing Grant Program 2018 Overview Tourism Partnership program advances statewide tourism and use of Port facilities Program finishing 3rd year Program producing good results and building effective partnerships across Washington Generating visitor interest and travel Smaller organizations VERY appreciative "Advance this region as a leading tourism destination and business gateway" 3 Leveraging Tourism Partnerships Promoting Washington State as a Leading Tourism Destination Increase visitors and visitors expenditures throughout Washington state and utilization of POS assets Demonstrates Port's leadership in visitor industry and collaboration with travel marketing firms statewide Generating additional awareness, interest, travel and economic value for the Port of Seattle and Washington state Increasing visitors to Seattle and Washington state 3 Statewide Participation King County 11 Eastern Washington 6 Olympic Peninsula 4 Western Washington 5 Promoting Use of Port Facilities and Terminals Marketing Partnership Generate Results Generating tour and attraction sales through trade show/sales missions Increasing tour products offered through familiarization tours Increasing out of state attendance at events/cultural attractions Generating awareness and online bookings through digital media Generating earned media and testimonial value for Washington State travel destinations More Travelers to All of Washington 5 Trade Shows / Sales Missions "Contacts with international and national tour operators have directly increased bookings to our Seattle attractions by a conservative 20% to 25%. The largest increases were China, Japan and Korean markets." John Hanson, Treasurer Puget Sound Attractions Council Travel shows generate more visitors and expenditures 6 Media Familiarization Trips Hosted 40 travel / food / wine writers Also resulted in pre/post trips to other destinations in the state Whidbey Camano Island efforts have already resulted in 3.5M online impressions / media value $75,000 Media coverage for Washington state 7 Event / Cultural Attractions Wintergrass Music Festival is good example of success and out of state visitor growth 2017 - 871 2018 - 1815 (108% increase) Offseason travel and related visitor expenditures 8 Online Digital Campaigns Visit Walla Walla ran online digital campaign promoting air travel (via Sea-Tac ) to targeted markets in the West Coast 2018 3.9 million impressions 2018 25,099 click throughs to Visit Walla Walla website 2018 514 direct links to Alaska Airlines travel site Increasing awareness and air travel via online campaign 9 Special emphasis: Eco/Sustainable Tourism 20 recipients engaged in projects involving: Eco/Sustainable Cultural/Historical attractions Outdoor/Nature Promotion of public lands and waters Assisting environmental and cultural oriented organizations 10 Greater Grays Harbor Supporting Great Outdoor Experiences 11 Greater Grays Harbor Promote Grays Harbor outdoor experiences Created outdoor TV show Targeted Western US states Strong ROI results Show downloaded over 101,000 times 2809 links to Grays Harbor web landing page Reaching Outdoor Enthusiasts 12 MOHAI Making a Difference For Cultural Attractions 13 MOHAI MOHAI online digital campaign 37% increase in website sessions Targeted markets visitation increased 23% Additional tourism spending Increasing Visitors to MOHAI 14 Lessons Learned May want to limit repeat recipients Continue outreach to: Eco/sustainable tourism organizations offering visitor experiences Tribal tourism entities Cultural and historical attractions Improve project implementation time frame authorize program and related contract execution in December Improving the Program 15
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