8b Tourism Marketing memo
COMMISSION AGENDA MEMORANDUM Item No. 8b BRIEFING ITEM Date of Meeting April 10, 2018 DATE: March 23, 2018 TO: Stephen P. Metruck, Executive Director FROM: Dave McFadden, Managing Director, Economic Development Division Ron Peck, Director, Tourism Development Department SUBJECT: 2018 Tourism Marketing Support Program Summary EXECUTIVE SUMMARY Staff request Commission authorization of the 2018 tourism grant program and authority for Executive Director to execute all related contract agreements. Applications for the 2018 Tourism Marketing partnership program have been reviewed and staff is recommending the Port fund 26 projects from across Washington State. Staff will highlight these new initiatives and briefly review program results over the last two years. Tourism Marketing Support Recipients The Port of Seattle advances tourism in Washington State by implementing an annual partnership program with local destination marketing organizations. The matching funds program facilitates tourism development and growth across the state by promoting use of Port facilities. In 2018 the Port of Seattle received 45 applications for funding to support local tourism projects. Staff reviewed the applications and recommended 26 receive funding. The overall intent of the program is to provide matching support of up to $10,000 each to local communities, destination marketing organizations, ports, chambers of commerce, tribal organizations and non-profits to promote their destinations to visitors traveling to our state. The funds must be used for advertising, publicizing, promoting or distributing information to attract visitors to the destination. The program requires a two to one match; that is, for every POS dollar invested, the organization must contribute fifty cents. For 2018 the Commission increased the Tourism Marketing Support Program by $50,000 to a total of $200,000. T he additional investment is to be awarded to organizations engaged in cultural, eco-sustainable, or adventure-nature tourism related activities; 22 planned awardees self-identified projects that included those components. Template revised September 22, 2016. COMMISSION AGENDA Briefing Item No. 8b Page 2 of 6 Meeting Date: April 10, 2018 Generally, partner projects fall into the following categories: Trade Shows / Sales Efforts Travel trade shows are exhibitions in which travel businesses and destination marketing organizations work to obtain additional product sales by promoting to retailers, tour operators, travel writers and social media influencers. Familiarization Tours Familiarization tours (FAMs) are specific events and activities where travel retailers, tour operators, cruise lines, airlines or travel media are invited to the destination to learn and experience first-hand what a destination or product has to uniquely offer potential travelers. Event Promotion Marketing and advertising efforts to increase attendance or participation to an attraction, event or activity. Digital Marketing Encompasses a number of online marketing efforts that include establishing a visitor focused travel website, targeted banner website or social media advertising, international language website translations, and online travel marketing research efforts. International Marketing Includes identifying specific international destinations that have travel potential and then taking specific marketing actions to positively impact that market. Travel Articles / Public Relations Specifically geared to generate additional awareness and interest in the destination by impacting travel, food and beverage writers and media influencers (bloggers and online travel website founders) to author stories about a destination. The efforts to influence the writers and influencers include one on one meetings, deskside visits, arranged appointments at travel trade shows, and travel FAMs. Of the 26 recipients identified for receiving funding in 2018, 11 are from King County, 6 are located in Eastern Washington, 4 originate in the Olympic Peninsula and 5 are based throughout Western Washington. Template revised September 22, 2016. COMMISSION AGENDA Briefing Item No. 8b Page 3 of 6 Meeting Date: April 10, 2018 POS Organization Awarded Name Amount Tourism Initiatives Summary of Proposed Project Trade show/sales trip As host to the International Food, Wine, and Whidbey & Familiarization tour Event promotion Travel Writers Association conference, the Camano Islands $10,000 Digital media project will include media familiarization Tourism International marketing tours, including nature/adventure activities Eco/culture/nature tourism Travel Articles/PR The Great American Adventure Road Trip is a Cascade Loop Digital media $10,000 International marketing promotion for outdoor adventure thru UK Association Eco/culture/nature tourism travel trade and media professionals Travel Articles/PR New website, digital advertising and social Olympic Peninsula Digital media $9,000 media campaign focusing on out-of-state fly- Visitor Bureau Eco/culture/nature tourism Travel Articles/PR in markets (CA, TX, AZ) Trade show/sales trip Host media tours to highlight San Juan Islands Familiarization tour $9,250 adventure/nature tourism and Visitors Bureau International marketing Eco/culture/nature tourism environmental stewardship Travel Articles/PR George Marketing and production of a promotional Weyerhaeuser Digital media video and special tour for Chinese tour Pacific Rim Bonsai $5,332 International marketing groups of Museum, which is open year- Collection (Pacific Eco/culture/nature tourism round Bonsai Museum) Experience Learning Digital media Marketing campaign to target out-of-state Community dba $6,000 International marketing pre/post cruise visitors Museum of Pop Eco/culture/nature tourism Culture (MoPOP) Shoreline-Lake New and expanded webpage marketing Event promotion Forest Park Arts $6,000 Digital media visual art event to artists and attendees at a Council Eco/culture/nature tourism regional and national level (including CA, AZ) Focused international outreach efforts Greater Seattle (website, printed materials, and attending Business Trade show/sales trip $9,000 Digital media three international and national Association / International marketing conferences) to LGBTQ travelers via GSBA's Travel Out Seattle Eco/culture/nature tourism Travel Out Seattle program Campaign to produce video and online Discover Lewis advertisements targeting out-of-state (San County/Lewis $10,000 Digital media County Eco/culture/nature tourism Francisco Bay area) outdoor/adventure visitors to Lewis County Template revised September 22, 2016. COMMISSION AGENDA Briefing Item No. 8b Page 4 of 6 Meeting Date: April 10, 2018 Puget Sound Market Seattle tourism travel to national Attractions Trade show/sales trip and international tour operators at IPW Council (DBA $8,500 Digital media Seattle Premier International marketing international trade show, as vendor/presenter Attractions) Long Beach Create, translate and localize websites (as Digital media Peninsula Visitors $7,000 marketing tools) in 17 international markets International marketing Bureau Eco/culture/nature tourism to increase visitor travel and expenditures Wing Luke Memorial New website (device-responsive and able to Foundation dba handle translation/language needs) and Wing Luke Digital media $9,000 digital campaign to out-of-state and Museum of the International marketing Eco/culture/nature tourism international Asian market visitors and Asian Pacific media American Experience Target two specific flight markets in the Ballard Chamber Event promotion implementation of a culturally-focused of Commerce dba $9,000 Digital media Ballard Alliance Eco/culture/nature tourism marketing campaign to attract out-of-state visitors Digital and print advertising geotargeted Historical Society (including Alaska, Arizona, California, of Seattle & King $7,000 Digital media Colorado, Alaska Beyond Magazine and County (dba Eco/culture/nature tourism Delta Sky Magazine) to attract potential MOHAI) visitors Produce two national audience focused Greater Grays Digital media podcasts highlighting sports fishing, local $3,350 Harbor Eco/culture/nature tourism seafood and recreational coastal outdoor Travel Articles/PR activities Leavenworth Trade show/sales trip Extend national reach by networking with International marketing Chamber of $6,606 media and travel influencers at a North Eco/culture/nature tourism Commerce Travel Articles/PR America travel trade conference Visit Walla Walla Digital media Targeted digital advertising campaign in key and Port of Walla $9,000 Eco/culture/nature tourism markets of Sacramento, Phoenix and Denver Walla Host travel industry influencers (media & Trade show/sales trip tour operators) on a fam tour after Yakima Valley Fam tour $7,500 International marketing attending major tourism travel trade Tourism Eco/culture/nature tourism conference to promote pre and post cruise Travel Articles/PR itineraries for out-of-state visitors Fam tour Event Promotion Refresh website to include multilingual and Forks Chamber of Digital media $6,856 mobile-friendly elements. Host Fam Tour for Commerce International marketing Eco/culture/nature tourism media and travel influencers Travel Articles/PR Template revised September 22, 2016. COMMISSION AGENDA Briefing Item No. 8b Page 5 of 6 Meeting Date: April 10, 2018 Trade show/sales trip Fam tour Participate in travel media show and sponsor Visit Tri-Cities $8,000 Eco/culture/nature tourism post conference media tour Travel Articles/PR Expand national PR efforts and media ad Cascade Bicycle Digital media $7,606 buys to reach a broader audience for ride Club Travel Articles/PR events Fort Worden Conduct marketing research to define profile Public Digital media (marketing of key national geographic markets from $5,000 research study) Development Eco/culture/nature tourism which to develop a strategic out-of-state Authority (PDA) tourism marketing plan Develop a website dedicated solely to Digital media tourism (including national and international Visit Tri-Cities $9,000 International marketing Eco/culture/nature tourism reach) and the promotion of the Manhattan Travel Articles/PR Project National Historical Park at Hanford Chinatown- International Video-based, social media campaign, Digital media District Business $10,000 targeting millennials on the west coast Eco/culture/nature tourism Improvement (including Los Angeles and San Francisco) Area Event advertising campaign targeting California, Hawaii and Alaska youth soccer Trade show/sales trip Starfire Sports $6,000 Event promotion teams and Exhibitor at national soccer Digital media coaches convention targeting out-of-state teams Targeted website and social media Port of Friday Event promotion $6,000 Digital media marketing of destination attractions and Harbor Eco/culture/nature tourism events to out-of-state visitors TOTALS $200,000 Template revised September 22, 2016. COMMISSION AGENDA Briefing Item No. 8b Page 6 of 6 Meeting Date: April 10, 2018 ATTACHMENTS TO THIS BRIEFING (1) PowerPoint presentation PREVIOUS COMMISSION ACTIONS OR BRIEFINGS January 30, 2018 The Commission was briefed on the results of the 2017 program. April 11, 2017 2017 marketing support program awardees were announced. January 17, 2017 The Commission was briefed on the results of the 2016 program. November 22, 2016 The Commission approved the final 2017 budget, including $150,000 for the Tourism Marketing Support program. Template revised September 22, 2016.
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