Item No.  8a attach 
Meeting Date:   7/28/2020 
Port of Seattle  Washington Tourism Alliance 
DRAFT Tourism Marketing/Recovery Program 
August 2020  July 2021 

Goal 
Maximize leisure travel volume to Washington State that broadly improves economic impact, tax
revenue and support for industry jobs. 
Objectives 
1.   Increase year-over-year travel volume to Washington by 50 percent; expenditures and tax
contributions by 40 percent; state leisure/hospitality/entertainment sector employment by 40
percent (April 15, 2021; Tourism Economics reporting; DOL jobs report) 
2.   Increase SEA year-over-year passenger volume by 60 percent (April 15, 2021; POS statistics) 
3.   Solidify consumer confidence in Washington as a relatively safe and accessible travel destination
(February 1, 2021; national consumer sentiment and social listening reports) 
4.   Create compelling and competitive state brand image for the leisure travel marketplace
(December 2020; launch and reception of WTA brand platform) 
5.   Increase positive state travel media coverage by 40 percent (February 2021; circulation and
equivalent advertising value) 
6.   Increase Washington tour product in key through retail systems by 15 percent (TBD) 
7.   Operate ongoing, robust destination development program for Washington's rural, small and
sensitive communities (November 2020 full activation; comprehensive deployment of WTA
statewide assessment, outreach and grant program) 
Strategies 
Implement near-term in-state marketing campaigns. Stimulate in-state travel in accordance
with phase 2 guidelines/restrictions, and while consumer sentiment favors short trips and auto
travel 
Focus on North American air markets. Allocate majority of marketing investment on
U.S./Canada air markets and Northwest drive/feeder markets as non-essential travel restrictions
ease 
Effectively brand the destination. Create a compelling leisure travel brand and platform for all
marketing programs. 
Promote public health guidelines. Work in concert with public health and policymakers to
ensure safe and responsible travel while advocating for clear travel guidelines and resumption
of safe and sanctioned travel activity. 
Get America traveling again. Promote consumer confidence through industry coalitions and
campaigns. Help re-define the endeavor of travel: essential; responsible; safe; common bind of
people, cultures and understanding; part of the American dream. 
Bolster the state's travel and tourism industry. Stabilize the industry through federal and state
advocacy, destination development, crisis planning, business mitigation, and industry education
and mobilization. 
Market the geographic diversity of Washington. Focus marketing programs on the wealth of
state destinations and experiences from east to west, rural to urban; According to WTA's

charter, target rural and underserved communities, outdoor adventure, recreation, public lands
and waters. 
Promote Diversity, equity and inclusion. Through all marketing and communication programs,
f oster the social and cultural benefits of travel: understanding and respect between people and
cultures; human rights; and justice for all. 
Tourism Recovery Initiative Investments (details for each initiative follows) 
Cooperative Initiative          Port Funding      WTA Funding    Total Funding 
Marketing/Advertising              $1,030,000        $660,000       1,690,000 
Travel Publicity Campaign             $150,000          $50,000        $200,000 
Travel Trade Sales/Promotion         $120,000        $120,000       $240,000 
COVID 19 Industry Recovery          $100,000        $100,000       $200,000 
Destination Development            $100,000        $100,000       $200,000 
TOTAL      $1,500,000      $1,030,000     $2,530,000 
Additional WTA Investments 
Destination Branding               $250,000 
Show WA Love                    $25,000 
Mktg. Collateral Development      $170,000 
Recovery website/education         $45,000 
In-State Mktg. Consultant            $95,000 
Direct Consumer Mktg. Plan        $100,000 
Hazard Crisis Plan                     $75,000 
Industry Co-op Research            $280,000 
TOTAL  $1,040,000 

Programs and Deliverables 
CONSUMER MARKETING/ADVERTISING CAMPAIGNS 
The Port and the Washington Tourism Alliance will partner on two promotional campaigns to
regenerate travel and tourism in King County and Washington State: 

Explore Washington's Backyard      $  260,000 
Destination Marketing Campaign    $1,430,000 
TOTAL                     $1,690,000

ShowWALove.com   August  October 2020 
$25,000 
WTA - $25,000       Port of Seattle - $0 
Launched March 30, 2020, ShowWALove.com is an ongoing campaign that gives Washingtonians a
chance to support their businesses through the purchase gift cards. Originally intended as a month-long
campaign, more than 1,100 businesses statewide have listed offerings and interest continues to grow.
More than 26,000 business listings have been viewed and average time on the site is more than 2
minutes. 
Target Audiences: In-state residents and travelers 
Strategies: 
Drive incremental gift card sales to offset business losses related to the pandemic 
Promote the importance of small businesses (80 percent of tourism businesses) and the role
Washingtonians play in their survival 
Messages: 
"Pay now, play later;" enjoy planning for travel, dining out and shopping 
Businesses need your support 

Explore Washington's Backyard Campaign August  October 2020 
$260,000 
WTA - $160,000                          Port of Seattle - $100,000 
This interim recovery campaign promotes phase-appropriate adventures throughout the state that can
be experienced safely using the guidelines of Recreate Responsibly. 
Target audiences: 
In-state residents 
Northwest feeder/drive markets  consumers 
U.S./Canada air markets  consumers 
Strategies: 
Curate outdoor "adventures" provided by industry partners on the Explore Washington's
Backyard web site with real-time travel advisories and fun facts. 
Drive consumer traffic via advertising, direct marketing, social media, publicity and partnerships
with King 5 TV/Evening Magazine; DMOs; Recreate Responsibly; Washington State Parks, Fish
and Wildlife and other public agencies

Partner with Bandwango, which specializes in passport platforms and "gamification." Consumers
are incentivized to visit the natural wonders of Washington showcased on the website.
Geofencing of individual locations generates phone notifications for users to win prizes and be
entered into drawings for free experiences around the state by visiting a certain number of
locations. QR codes have potential to develop optional contact tracing program with state
agencies. 
As program develops, expand featured adventures to include state's scenic byways, wine trails
and individual tourism businesses. More specific passport programs may be developed to
provide user discounts at wineries, breweries, distilleries, and cideries and other businesses 
Paid Destination Advertising Campaign    September 2020  July 2021 
$1,430,000 
WTA - $500,000                          Port of Seattle - $930,000 
Audiences 
U.S./Canada air markets  consumers 
Northwest feeder/drive markets 
Strategies 
Primary focus on U.S./Canada consumer markets 
Compel/remind residents and regional consumers of the wealth, diversity and affordability of
Washington State travel experiences now re-opened to them 
Retain national advertising agency/media buyer (WTA) 
Build consumer confidence for travel in Washington State 
Instill the importance of traveling again  with a new lens: safely, responsibly and by using new
trip-planning resources (WTA, DMOs, Port of Seattle, businesses) 
Channels 
Print and digital paid media 
TV/radio media 
Social media 
Strategic content program 
SEA Spotlight Advertising 
Messages: 
In-state and Northwest feeder/drive market messages 
Rediscover Washington: explore your own backyard 
Support your neighbors, help businesses get back on their feet 
Ease of travel  road trips in Washington, trip planning resources 
Safety and re-opening guidelines  framed as safe and responsible suggestions: short trips, cost
savings, "Did You Know?" 
Responsible travel  Tips to travel responsibly (focus on outdoor recreation, small and rural
communities) 
Calls to action: traveler resources  WTA, DMOs, Port of Seattle, business with specific offerings

U.S. Canada air markets and feeder market messages 
Travel deals, packages and special consumer offerings of Washington businesses and
destinations 
Public safety/travel openings and opportunities in Washington  package in fun and informative
way to encourage confidence and ease of travel 
Importance of traveling again  tie in with U.S. Travel Association campaign: emotional aspect of
travel, patriotism importance of trip planning and future scheduling 
Calls to action: traveler resources  WTA, DMOs, Port of Seattle, business with specific offerings 
Outdoor, public lands and waters, parks and unique diverse cultural attractions 
DESTINATION BRAND DEVELOPMENT 
Washington Destination Brand Development   September 2020  July 2021 
$250,000 
WTA - $250,000                              Port of Seattle - $0 
Create a new state destination brand platform as a foundation for current and future destination
marketing, advertising and communications programs. It has been more than a decade since the launch
of the last state brand. 
Target Audiences: 
Travel consumers, all markets 
State tourism industry (brand ambassadors and users of brand assets) 
Strategies: 
Retain brand development firm ($250,000) 
Create a unique and compelling proposition for consumer travelers 
Distinguish Washington from its competitors; create a competitive advantage 
Establish creative, design, content and collateral assets for WTA marketing programs 
Provide a brand tool kit with shareable assets for the statewide DMOs and tourism businesses to
use and/or adapt in their own marketing programs, or partner with the WTA 
Tactics: 
Deploy brand development firm to drive development, creation and launch 
Statewide industry stakeholder "discovery" process, July-September 2020 
Development process, September-November 2020 
Launch, late 2020; position messaging and marketing of new brand in conjunction with
spring/summer 2021 promotional programs

Ongoing Marketing Programs and Contracts 
WTA In-State Marketing Consultant            August 2020  July 2021 
$95,000 
WTA - $95,000                               Port of Seattle - $0 
WTA In-State Marketing Consultant (ongoing contract labor) 
Jenn Tate/Earth and Sky Studios 
August 2020  July 2021 
$95,000 estimated cost. POS contribution  NA; WTA contribution $95,000 
This boutique, full-service agency provides marketing strategy, development, design and
implementation, working in tandem with the WTA Marketing Committee, staff and industry partners to
maximize reach and amplify communications. In-state focus with expanded external reach in content,
direct marketing and social media channels. 
Scope/deliverables: 
Consumer marketing campaign design/implementation 
Media buying 
Social media management and integration (all channels) 
Consumer web site re-build 
Content creation program (web, social media and campaigns) 
Develop promotional photo and video library 
Reporting/measurement for all programs 
Direct Consumer Marketing Plan               August 2020  July 2021 
$100,000 
WTA - $100,000                              Port of Seattle - $0 
Strategies 
Expand current consumer lists in target markets 
Expand partner promotions around re-opening news and consumer offerings 
Promote travel deals, tips and resources 
Markets/Audiences 
U.S./Canada air markets  consumers 
Northwest feeder/drive markets - consumers 
In-state residents - consumers 
Channels 
E-news vehicles, established and expanded 
Social media  WTA channels, DMO and business channel amplification 
Strategic content program

Marketing Collateral Development             August 2020  July 2021 
$170,000 
WTA - $170,000                              Port of Seattle - $0 
Photo library ($80,000) 
Summer-Fall 2020 
Deploy freelance photographers to shoot assigned images statewide. Proprietary photo library
of several hundred images will be used with several hundred select-rights images for consumer
marketing, PR, social media, web site and other WTA programs. Proprietary images will be
loaned to state industry members for their own marketing programs. 
Video 
o   State promotional video ($90,000) 
o   B-roll video (raw footage/editing included in promo video production) 
o   Consumer video content for web site(s), social media, campaigns, partnerships and other
leisure travel channels and platforms 
Content development (within scope of marketing consultant contract) 
o   Web site-development, ongoing updates 
o   Campaign content development 
o   Social media content 
Public Relations 
Travel Publicity Campaign                      August 2020  July 2021 
$200,000 
WTA - $50,000                               Port of Seattle - $150,000 
Audiences 
U.S. and Canada air markets  consumers 
Travel trade media 
Northwest feeder drive markets - consumers 
In state residents - consumers 
Targeted Travel and News Media 
print, online, TV and radio 
Travel, travel trade, features and lifestyle editors and freelancers 
News, business and general assignment editors (based on harder news related to re-opening, air
travel and other industry issues) 
Strategies 
Deploy a travel publicist/firm (WTA) 
o   Through ongoing outreach, drive earned travel media coverage for the destination; increase
circulation and equivalent advertising value; track/report incrementally

o   Publicize WTA and industry marketing campaigns/messages 
o   Promote industry initiatives, consumer travel progress, air/cruise travel advisory 
Work in tandem with DMO, Port of Seattle and industry PR practitioners to maximize coverage 
Run U.S./Canada air market media missions and media visits 
Messages 
U.S./Canada air markets and Northwest feeder/drive markets: 
Travel deals, packages and special consumer offerings of Washington businesses and
destinations 
Public safety guidelines/non-essential travel status in Washington 
Washington's outdoor, natural lands and unique culturally diverse destinations and attractions 
Importance of traveling again  tie in with U.S. Travel Association campaign: emotional aspect of
travel, patriotism importance of trip planning and future scheduling 
In-state messages: 
Rediscover Washington: explore your own backyard 
Safety and re-opening guidelines  real-time status of open businesses, latest state safety and
travel guidelines 
Responsible travel  define a new definition of travel, promote "responsible" state offerings,
report traveler tips, trends and protocols that encourage and compel 
Travel deals, packages and special consumer offerings in Washington 
Auto trip suggestions, scenic byways, wine trails, et al 
Tourism Development 
Travel Trade Sales and Promotion              August 2020  July 2021 
$240,000 
WTA - $120,000 (w/ $70k from August-Dec)     Port of Seattle - $120,000 
Strategies: 
Stimulate new/expanded tour product for Washington State 
Increase consumer sales through the retail distribution systems (including travel agents, tour
operators and travel suppliers), working with travel partners and DMOs (summer initial
outreach) 
Promote state destination at top industry trade shows; create new state booth ($XX) and offer
partnership promotional opportunities at top trade shows (fall 2020) 
Utilize travel trade channels, advertising, online webinars and education certification programs
to build destination awareness 
Develop package of state itineraries 
Host familiarization (FAM) tours hosted (Fall 2020 and Spring 2021) 
Markets 
Retail sellers of travel, tour operators and travel media

Messages 
Highlight the unique aspects of Washington state (urban, rural, nature, cultures state and
national parks) to travel trade while educating on evolving re-opening status, safety protocols
and travel guidelines for individual and group travel 
Affect travel media to raise awareness and impact of Washington as a great urban, rural and
outdoor recreation destination for travelers 
Business Industry Recovery 
All-Hazard Crisis/Business Recovery Plan       August 2020  July 2021 
$75,000 
WTA - $75,000                                Port of Seattle - $0 
All-Hazard Crisis/Business Recovery Plan 
August 2020  July 2021 
$75,000 estimated cost. POS contribution  N/A; WTA contribution - $75,000 
Comprehensive, all-hazard crisis communications plan created; budget allocation for business
recovery following crisis event (wildfires, earthquake, et al) 
$75,000 budget allocation for business recovery campaign 
WTA role and crisis plan networked with state emergency operations/management and official
business recovery framework 
WTA active participation in West Coast Emergency Coalition (California, Oregon, Washington) 
o   Recovery web site 
o   Joint national news distribution, press conferences (deployed during wildfires and COVID-
19) 
o   Plans in development for tri-state pandemic business recovery, joint messaging, itineraries 
Instruct rural/underserved communities on crisis readiness, resources and communications
(outreach scheduled) 
COVID-19 Industry Recovery Plan              August 2020  July 2021 
$200,000 
WTA - $100,000                              Port of Seattle - $100,000 
Develop and implement Three-year industry pandemic recovery plan 
Work in partnership with state Department of Commerce, U.S. Travel Association and industry
associations to help industry rebound 
Ongoing industry advocacy and mitigation initiatives at federal, state and local levels 
Sustained "Open for Business" campaign via publicity, social media, content, direct-to-consumer
and paid advertising 
Destination Development Program            August 2020  July 2021 
$200,000 
WTA - $100,000 (65K spent July thru Dec)       Port of Seattle - $100,000

The WTA's mission includes promotion and support of rural and underserved communities throughout
the state, the primary vehicle of which is a robust and ongoing destination development program. 
Strategies: 
o   Outreach, assessment and assistance in developing community/regional tourism marketing,
development and research programs 
o   Funding support: implement tourism grant program for developing tourism communities 
o   WTA consumer web site advertising program (complimentary placements for small
communities) 
o   WTA/industry speaker bureau and community tourism training sessions 
o   Washington state brand assets for community marketing 
o   Promotional support  marketing, travel publicity, social media (ads, PR outreach, social
mentions) 
o   Tourism development toolkit  data, resources, visitor readiness, promotional tools 
Industry Recovery Website                    August 2020  July 2021 
$20,000 
WTA - $20,000                                Port of Seattle - $0 
Maintain industry recovery web site 
August 2020  July 2021 
$20,000 estimated cost. POS contribution  N/A; WTA contribution - $20,000 
Resources: 
o   Real-time industry news, data and research 
o   Federal, state and county assistance programs
o   Industry advocacy programs, alerts and calls-to-action 
o   Links to business assistance programs 
o   Public health and travel safety guidance and links 

Industry Education and Information            August 2020  July 2021 
$25,000 
WTA - $25,000                                Port of Seattle - $0 
Industry Education and Information 
August 2020  July 2021 
$25,000 estimated cost. POS contribution  N/A; WTA contribution - $25,000 
o   State tourism conference, hosted by the WTA (virtual and in-person), Oct. 8-9, 2020 
o   Monthly WTA webinars for the state tourism industry; panel discussions and resources
on various recovery topics, April-December 
Measurement and Business Outcomes

Destination Research Reports 
WTA retains multiple national travel research firms to compile annual state destination impacts as well
as individual reports for the state's 39 counties. 
Annual State/County Research Reports 
April 2021 
$180,000 estimated cost. POS cost NA; WTA cost $180,000 
o   Economic Impacts of Visitors in Washington State - annual state visitor profile ($80,000) 
o   Compiled by national travel research firm Tourism Economics 
o   Includes annual county visitor profile (provided to 39 counties) 
o   Includes partnership and expanded travel data with Longwoods International 
o   All data sets and data bases available to statewide industry 
Key Destination Metrics: 
o   Visitor volume 
Overnight visitors (volume  Tourism Economics contracted research firm) 
Total visitors (volume of overnight and day visitors  Tourism economics) 
Out-of-state domestic visitors (volume  Tourism Economics) 
International visitors (arrivals  U.S. Dept. of Commerce data) 
Cruise passengers (growth in volume  Port of Seattle) 
o   Visitor expenditures 
Overnight, day visitors, domestic and international (Tourism Economics 
o   Visitor tax generation 
Lodging tax receipts 
Car rental tax receipts 
o   Employment 
Jobs supported by visitors (Tourism Economics) 
Earnings (Tourism Economics) 
WTA Industry Co-op Research Program        August 2020  July 2021 
$100,000 
WTA - $100,000                              Port of Seattle - $0 
WTA retains a research/analytics firm for targeted consumer spending, geo-location and psychographic
data to inform marketing decisions and measure campaign ROI; this data is available to the industry via
a newly launched co-op research program. 
Program elements: 
Contract with SeeSource provides ongoing consumer data and analytics (travel, spending,
demographics, psychographics) for Washington visitors 
WTA offers 30 percent discounted subscription to state communities without a DMO; DMOs are
offered a 20 percent discount 
Data is used by both WTA and industry members to develop marketing strategies and
campaigns and measure return on investment

WTA Key Performance Indicators 
Consumer marketing 
o   Advertising 
Number of placements (total; and by campaign and market) 
Impressions generated (digital and outdoor ads) 
Readership/circulation (print ads) 
total audience/impressions/reach 
o   Consumer web site total and unique visits 
o   Direct consumer marketing 
Consumer news audience 
Direct marketing (other) audience/reach 
o   Visitor guide audience/distribution 
o   Visitor information program  visitors served (in person, mail, online) 
o   Destination brand development  creation, marketing platform, audience/reach 
Earned media 
o   Total impressions for Washington State 
o   Rural impressions 
o   Outdoor recreation impressions 
o   Activity 
News distributions 
Press trips 
Media calls and marketplace appointments 
Social media 
o   Facebook audience 
o   Twitter audience 
o   Instagram audience 
o   New channel development 
Tourism development 
o   New tour product developed (volume) 
o   Leads distributed to industry (volume) 
o   Activity 
Trade show participation, numbers of appointments and leads 
Familiarization (FAM) tours hosted, numbers of participants and resulting
business generated 
Destination Development Program 
o   Increase visits and economic growth to rural and underserved communities 
o   Activity 
Funding support: implement tourism grant program (number of grants awarded) 
Maintain WTA consumer web site ad program (number of participants) 
Create WTA/industry speaker bureau/training sessions (outreach completed) 
Washington state brand assets for community marketing (number of participants
served)

Promotional support  marketing, travel publicity, social media (ads, PR outreach,
social mentions) 
Tourism development toolkit  data, resources, visitor readiness, promotional tools
(number of industry partners served) 
Crisis planning, Communications and Business Recovery 
o   Maintain/update plans 
o   Ensure plan networked with industry organizations, Department of Commerce and state
emergency operations/management 
o   As needed, deploy WTA resources for business recovery (financial allocation) 
o   Instruct rural/underserved communities on crisis readiness, resources and
communications (outreach scheduled) 
o   Maintain active participation on West Coast Emergency Coalition (California, Oregon,
Washington)