On July 1, Travel Southern Oregon submitted its 2015-2016 Regional Cooperative Marketing Plan (RCMP) to Travel Oregon. The plan incorporates the feedback of members represented by the TSO Board of Directors and its Marketing Committee. Travel Southern Oregon also submitted its Wine Country License Plate (WCLP) plan.
The objectives of the RCMP plan call for highlighting regional destination attributes and engaging experience-hungry travelers and fans by investing in a brand refresh, creating new content, photography and video resources. The 2015-2016 plan also calls for supplying regional leadership by leveraging Travel Oregon resources and coordinating the regional callouts, designing and executing consumer and travel trade FAM tours, developing travel itineraries, coordinating consumer trade shows, selling to International markets through trade events, and serving as the regional conduit for the state tourism office.
Other responsibilities include program development and compliance, developing the RCMP plan, product research and development, fulfillment, and administrative support. Total RCMP budget is $175,000.
Here’s how the budget breaks out:
Under the WCLP plan, Travel Southern Oregon will receive $37,500 to advance tourism throughout Travel Southern Oregon’s seven-county region. The funding, made possible by a law passed by the Oregon Legislature in 2011, is administered by Travel Oregon and is based on a pro-rata share - based on total vineyard acreage - of the sale of the new license plates.
The plan calls for disbursement of funds in five areas: creating a communications and information network throughout the Southern Oregon American Viticulture Area; enhancing the digital platform of the Southern Oregon Winery Association (southernoregonwines.org); driving consumer sales and wine touring by aligning with Travel Oregon on the Oregon Bounty campaign; fulfillment and administration and a reserve set aside for opportunities and strategic investments.
Travel Oregon is also investing in a Wine Country license plate matching grants program, which will enable more than $230,000 in matching grants to be available statewide in the 2015/2016 grant awards cycle.
For more information about the WCLP programs and the tourism promotion distribution guidelines, visit the Travel Oregon site. Find details about Travel Oregon's Regional Cooperative Marketing program here.