Fall Leisure Campaign Primary Objective: Increase Bookings in Pierce County during the fall and ...

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Fall Leisure Campaign Primary Objective: Increase Bookings in Pierce County during the fall and winter seasons. Measures of Success: 1. New Social Media Followers from Targeted Markets 2. New Email Addresses from Targeted Markets 3. Business Listing Views from Targeted Markets by Mind Map: Fall Leisure Campaign  Primary Objective: Increase Bookings in Pierce County during the fall and winter seasons. Measures of Success: 1. New Social Media Followers from Targeted Markets 2. New Email Addresses from Targeted Markets 3. Business Listing Views from Targeted Markets

1. SAN Fran- Go For It Family: • 36-50 years old • HHI @ $200K+ • Kids are older and can engage at the parents’ level • Mom makes decisions • 7+ trips per year, 2 big vacations and 5 getaways • Lots of travel centered on activities • Unique experiences, higher end activities, creating memories matters most • Desired experience: Leisure, culture, and adventure; excitement

1.1. Mt Rainier

1.1.1. Hulu - Awareness

1.1.2. Outdoor (Bus Exteriors) - Awareness

1.1.3. Billboards- Awareness - Family Friendly

1.1.4. Google Video Ad Network

1.1.5. TripAdvisor-Looking Washington Destinations

1.1.6. Social Ads

1.2. Glass Art

1.2.1. Glass Hunt

1.2.2. Social Ads

1.2.3. Google Display Network

1.2.4. Google Video Network

1.3. Itineraries

1.3.1. Google Search Ads

1.3.2. Radio

2. Portland Market (Drive Market)

2.1. Portland Go For It Family • 36-50 years old • HHI @ $200K+ • Kids are older and can engage at the parents’ level • Mom makes decisions • 7+ trips per year, 2 big vacations and 5 getaways • Lots of travel centered on activities • Unique experiences, higher end activities, creating memories matters most • Desired experience: Leisure, culture, and adventure; excitement

2.1.1. Americana/ Goats/ Farms/ Goat Yoga/ Hands On

2.1.1.1. Email

2.1.1.2. TripAdvisor

2.1.2. Mt Rainier - NW Trek

2.1.2.1. TripAdvisor

2.1.3. Waterfront - Kid Friendly Waterfront - Surreys

2.1.3.1. Google Video

2.1.3.2. Google Display

2.2. Portland Bucket Listers • 66+ years old • HHI @ $100K+ • High percentage of income is fixed, tied to investments • 5+ trips per year with longer stay periods • Longer lead times, lots of research • 2+ trips per year tied to visiting family • Engaged in hobbies and interests • Desired Experience: Culture; breath-taking

2.2.1. Golf

2.2.1.1. Email (Vision Marketing

2.2.1.2. Oregonian

2.2.2. Gardens

2.2.2.1. Email

2.2.2.2. YouTube

2.2.3. Scenic Drives

2.2.3.1. Scenic Washington Ad

2.2.4. Classic Cars / Museum Pass

2.2.4.1. Facebook

2.3. Portland Self Seekers SELF SEEKER • 25-35 years old • Multiple jobs over several years • 4+ trips a year • HHI @ $75K+ • Very active on social media • More budget minded traveler – do more with less • Likely to travel with other friends • Desired experience: Leisure and culture; inspiration

2.3.1. Museums + Entertainment - Museum Pass/

2.3.1.1. Glass Hunt

2.3.1.2. Glass Art Museums

2.3.1.3. Social Ads

2.3.1.4. Seahawks Radio sports

2.3.2. Distilleries

2.3.2.1. Social Ads

2.3.3. Culinary/ Craft Crawl

2.3.3.1. Instagram

2.3.3.2. Portland Food Blogs/ Beer Blogs

2.3.3.3. Hulu/ YouTube

2.4. Portland - Young Free Spirits: YOUNG FREE SPIRIT • 18-24 years old • College, Graduate School, recent grads • Extremely connected and engaged online and social media • Frequent moves, frequent travel, impulsive • 4+ trips a year, low budget • Looks for deals, travels off season, wide range of booking windows • Desired experience: culture and adventure;

2.4.1. Entertainment - Events in Winter/Fall

2.4.1.1. Google Search Network

2.4.1.2. TicketMaster?

2.4.2. Stunning waterfront - Bridge Walk?

2.4.2.1. Instagram

2.4.2.2. SnapChat

2.4.2.3. Oregonian Digital

2.4.3. Americana - FARMS

2.4.3.1. Instagram

2.4.4. Rainier Hikes - Cabins ? - Access -

2.4.4.1. Hulu

2.4.4.2. YouTube Google Video Network

3. San Francisco Market (Fly)

3.1. San Francisco Adventure Seeker: ADVENTURE SEEKER • 25-35 years old • Moving up in their career • No family or very young family • HHI @ 100K+ • 6+ trips per year, 2-3 trips around authentic experiences • Frequently travels with other individual travelers • Active on social media, spends time and money on interests • Desired experience: Culture and adventure; motivation

3.1.1. Mt Rainier

3.1.1.1. Social Ads

3.1.1.2. TripAdvisor

3.1.1.3. Instagram - Restaurants-Craft Tours-

3.1.1.4. Outdoor Ads

3.2. San Fran - Bucket Lister • 66+ years old • HHI @ $100K+ • High percentage of income is fixed, tied to investments • 5+ trips per year with longer stay periods • Longer lead times, lots of research • 2+ trips per year tied to visiting family • Engaged in hobbies and interests • Desired Experience: Culture; breath-taking

3.2.1. Collector Vehicles

3.2.1.1. Chronicle Arts and Leisure Section

3.3. San Fran - Dream Tripper: • 51-65 years old • HHI @ $150K+ • Couples traveling together; sometimes with friends • Lots of planning, includes tours and package options • 8+ trips per year, 2 big vacations and 6 getaways including visiting family • Not highly engaged in social media, loyal to associations • Desired Experience: Leisure and culture; story telling

3.3.1. Collector Vehicles-New Exhibit

3.3.1.1. Radio

3.3.1.2. Email

3.3.1.3. Facebook

3.3.1.4. Hulu Golden Girls?

3.3.2. Glass Art

3.3.2.1. Glass Hunt

3.3.2.2. Chronicle Ad

3.3.3. Outdoor (buses exteriors)

3.3.4. Waterfront Dining - Lifestyle Valet

3.3.4.1. Email

3.3.4.2. Facebook/ instagram

3.3.4.3. Itineraries/Tours

3.3.4.3.1. Google Search Network

3.4. San Fran - Self Seeker SELF SEEKER • 25-35 years old • Multiple jobs over several years • 4+ trips a year • HHI @ $75K+ • Very active on social media • More budget minded traveler – do more with less • Likely to travel with other friends • Desired experience: Leisure and culture; inspiration

3.4.1. Glass Blowing

3.4.1.1. Social Ads

3.4.1.2. Google Display

3.4.2. Outdoor Adventure/ Kyaking

3.4.2.1. Social ads

3.4.2.2. Google Display

3.4.2.3. Hulu

3.4.3. Craft Tours/ Coffee? Beer?

4. Washington State

4.1. SeaTac Baggage Claim

5. Fall/Winter Activities for Stand Outs

5.1. Americana

5.2. Golf and Gardens?

5.3. Museums and Entertainment

5.4. Stunning Waterfront

5.5. Mt Rainier

5.6. Collector Vehicles

5.7. Glass Art