HomeMy WebLinkAboutTCC Marketing Mentions for Aug 2024v1TCC Marketing
Mentions for
August 2024
Enjoy Olympic Peninsula
2
https://www.bloomberg.com/news/articles/2024-08-08/expedia-warns-of-soft-demand-even-as-it-
posts-an-earnings-beat
Booking, which does more business in Europe than some of its
peers, also gave disappointing guidance, citing mild moderation
in the region. It also observed that U.S. consumers were trading
down for lower-star hotels or shorter trips, while cheaper flight
prices also weighed on the company’s results.
Seattle-based Expedia may serve as a health indicator for the
broader U.S. travel market, which has seen a leveling-off in
growth after an initial postpandemic travel boom.
The company has more domestic exposure than its peers,
making it more sensitive to shifting travel patterns of
Americans considering urban or international trips over more
domestic coastal or resort locations, where most of the
vacation rentals from its Vrbo business are located
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4
Tourists are sprayed with water guns in Barcelona as overtourism heats up
https://sherwood.news/snacks/world/tourists-are-sprayed-with-water-guns-in-barcelona-as-overtourism-heats-up
So over tourism…Protests have broken out in other
Spanish vacation hotspots
Overtourism is a global issue and top destinations are
rolling out restrictions to curb it. Instagram-(in)famous
locations like Bali and Iceland now charge a tourist tax.
Japan’s Mount Fuji now has a daily cap on visitors and
there’s a toll on one of its popular hiking trails.
Alaska last month limited cruise-ship passengers.
Overtourism has worsened since the postpandemic
“revenge travel” boom kicked in.
It’s a tricky balancing act…Most spots that struggle with overtourism
also rely heavily on tourism spending, which creates jobs.
Tourism made up 12% of Spain’s GDP in 2022, and over 10% of Italy’s
last year. Now officials must juggle between preserving residents’
quality of life and keeping tourists’ $$ flowing.
5
Visitors slammed for trashing Yosemite
Litter also has been a problem in
other national parks and
monuments, lakes and recreation
areas. Last year, volunteers
collected more than 4 tons of trash
on the shores and in the water of
Lake Tahoe, most of it left by July
Fourth revelers.
“If you’re too lazy to take it back
out after carrying it in, DON’T go.
The wilderness doesn’t want you,”
they wrote.
https://www.nytimes.com/2024/07/30/travel/sustainable-travel-incentives.html
https://illuminem.com/illuminemvoices/will-free-beer-make-travelers-more-responsible
Some tourist destinations are adopting reward-based policies
to encourage responsible behavior among travelers
• Programs in places like Copenhagen, the Florida Keys,
Squamish, Palau, and Hawaii offer incentives such as free beer,
discounted hotel rooms, and unique cultural experiences for
sustainable actions
As these reward-based programs gain traction, they could
inspire broader adoption of similar strategies globally,
potentially leading to a shift in how tourism impacts are
managed and mitigated
Will free beer make travelers more responsible?
6
Long Beach campground gets a World’s Greatest Place honor
https://www.oregonlive.com/travel/2024/07/this-pacific-northwest-campground-is-one-of-times-worlds-greatest-places.html
Visitors to the Long Beach campground don’t need to
bring their own camping equipment. Snow Peak gear is
available to rent –either small “as needed” sets or a
complete campsite. The model, Time said in the Greatest
Places ranking for the Snow Peak Campfield, “provides
an easy way for novice outdoors people to tiptoe into
camping without buying all the gear.”
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Digital
Media
Metrics ImpressionsCPMReachFrequencyCTR (all)CPC (all)Dec-23 37,110 6.834546 22,370 1.65 9.52 0.071
Jan-24 606,952 0.384162 436,548 1.84 5.15 0.007
Feb-24 759,771 0.32558 440,705 1.47 1.94 0.172
Mar-24 673,073 1.64321 329,763 1.76 3 0.169
Apr-24 659,221 4.14 351,393 1.15 1.71 0.246
May-24 668,157 2.0657 378,577 1.24 2.38 0.225
Jun-24 530,887 2.255 316,772 1.68 3.11 0.238
Jul-24 637,833 3.11 385,465 1.44 2.88 0.243
Aug-24
Sep-24
Oct-24
Nov-24
Dec-24
Digital
Media
Metrics ImpressionsCPMReachFrequencyCTR (all)CPC (all)Dec. 2023 37,110 6.834546 22,370 1.658918 9.520345 0.071789
Impressions - counts the number of times a piece of content appears on a user's screen.
Reach - the total number of people who see your content
Frequency - the number of times an individual or household is exposed to a specific advertisement
CPC (Cost per click) - how much an paid for each click on our ad.
CPM - the average cost of 1,000 ad impressions or the average amount paid every 1K x's
browsers load your ad
CTR (Click-through rate) - how many people viewing an ad, or other piece of content, click through to
take some action
·MyOlympicPark.com
o Experience a Slice of the Olympic Culinary Loop -URL
§3,795 pageviews
o Olympic Peninsula Loop Road Trip From Seattle -URL
§15,246 pageviews
o 60,000 banner impressions
§58,069 delivered (campaign runs through August 31st)
§91 clicks / .16% CTR
·Olympic Trip Planner Full Page Advertisement Inside Front
Cover –URL
o 3,014 downloads between August 1, 2024 –July 31, 2024
·National Park Facebook
o Post on May 28th –10,531 impressions / 1,224
engagements / 643 clicks
o Post on June 24th –13,607 impressions / 1,643
engagements / 916 clicks
o Post on July 16th –16,818 impressions / 1,206 engagements
/ 655 clicks
·National Park Newsletter
o Featured on May 26th –URL –17 clicks
o Featured on June 23rd –URL –46 clicks
o Featured on July 14th –URL –44 clicks
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July 8, stay at Pleasant Harbor
•12 p.m. arrive in Brinnon
•Crow’s Nest Bistro for lunch
•Rocky Brook Falls
•Dinner Cruise-Pallin' Around Charters
July 9, 2024
•Stay at Port Ludlow Resort - Andrew's Suite
•7 a.m. Breakfast at Halfway House
•Kayak Photos in Pleasant Harbor
•Mt Walker Viewpoint - Commissioner - Greg Brotherton YouTube hike
•12 p.m. Lunch at Quilcene's Gear Head Deli
•Port Ludlow Resort - Andrew's Suite
•Golf Photos at Ludlow and Discovery Bay
•Farm/Cider (Finnriver, Alpenfire, Eaglemount)
•Ebiking Photos – ODT – GART Ludlow Falls
•Dinner at Fireside
July 10, 2024
•Breakfast at Port Ludlow Resort
•Kayak photos at Port Ludlow
•Finnriver BYO Picnic days! with food from Chimacum Corner
Farmstand
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“Work, Rest, Recharge
Visit!” Bleisure Travel
campaign
Kristina Lotz-Publisher, ThurstonTalk
Anticipated Outcomes:
1.In-field working remote for SMERF & Bleisure markets
2.+ scheduled posts – Labor Day to Thanksgiving
3.Minimum of six themed articles
4.Block ads across all @TALK platforms
5.Est. 1.2M+ impressions
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Field Trip to Poulsbo Wednesday
Aug 21, 2024 ⋅ 11am
12https://www.seattletimes.com/entertainment/books/seattle-authors-new-book-features-a-haunted-house-on-salish-sea-island/
“It was a grim and gloomy fall day,” Priest recalls. “It was just perfect. We spent
a couple days just driving around and taking pictures.” They explored the
abandoned military base and Mystery Bay —“I’m like, come on, you people
are making this too easy,” Priest laughs about that name —and she decided
Marrowstone Island was the perfect setting for her haunted house story.”
Marrowstone, Jefferson County, the island that serves as the setting for Seattle
author Cherie Priest’s new haunted house novel, “The Drowning House,” is an
almost stereotypical horror setting.
“It’s like 6 square miles, shaped like a long finger, and there’s nothing much on it
except the old military base, Fort Flagler — and most of that’s been
decommissioned,” Priest explains.
Priest encountered the island -via the lone bridge that connects it to Port
Hadlock-Irondale - while scouting out a setting for her latest book, and she
enlisted her friend, local sci-fi fantasy author Kat Richardson, to join her on a
research trip to Marrowstone.”
Questions?
Steve Shively, Marketing Coordinator
Jefferson Co. - Tourism Coordinating Council
360.440.7006 |TCC@EnjoyOlympicPeninsula.com
Mathew Nichols, Forks
Aug. 11 –Port Townsend