State of Washington Tourism PowerPoint - 2022 Strategic Updates (January 19, 2022)

Summary

PowerPoint from the State of Washington tourism office (EXPERIENCEWA.COM) with an agenda of 2022 strategic updates: Brand, Consumer campaigns, Travel trade, Industry recovery and Q&A. The consumer campaign slide for January - June 2022 names a target consumer called The Pathfinder and target markets including Vancouver B.C., WA, OR, CA, MT, ID, CO and AZ. Tradeshows listed include Go West (Feb. 14-16, Reno, NV) and IPW (June 4-8, Orlando, FL). Under the Rural Support Program, Tri-County Economic Development District in Northeastern Washington is named as the first destination partner, and the Tread Map app pilot program is live now, with a statewide app platform planned for summer 2022.

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AGENDA

2022 Strategic Updates

Brand

Consumer campaigns
Travel trade

Industry recovery
Q&A
- EXPERIENCEWA.COM -

THE STATE 2
WASHINGTON
CONSUMER CAMPAIGNS

January — June 2022
¢ Initial Media flight: 01/04/2022 —
04/30/2022

¢ Target consumer: The Pathfinder
(loves travel, open minded, active,
interested in both urban and rural
experiences* based on previous
persona research)

¢ Target markets: Vancouver B.C.%,
WA, OR, CA (SF, Palm Springs,

Chico, Eureka, Santa Barbara), MT,

ID, CO, AZ
*Pending travel guidance

* Channels: Broadcast + connected
TV, Digital, social

#TRUE® NATURE

“A NATURAL”
OF BEING |

%

At
° UK SALES MISSION
° CALIFORNIA SALES CALLS

* REPRESENTING THE STATE OF WASHINGTON
AT TRADESHOWS

° Go West: Feb. 14-16 — Reno, NV
ITB: March 9-13 —- virtual

IPW: June 4-8 — Orlando, FL
WTM: TBD — London, UK

NTA TREX: Nov 13-16 — Reno, NV
ONGOING STATEWIDE PROGRAMMING

Technical Assistance

Educational seminars and workshops
Community tourism assessments

Grant Programs

Scenic byway and heritage development

RURAL SUPPORT PROGRAM

Tri-County Economic Development
District in Northeastern Washington
selected as first destination partner
Next application live: Spring 2022

TREAD MAP APP

Hyper-local, real-time platform to
empower travelers and influence
recreational flow

Engage in two-way communication
with land managers
Pilot program live now
Statewide app platform
in time for summer
2022 recreation season
THE STATE oF
WASHINGTON

THANK YOU

David Blandford Michelle Thana

Executive Director Director of Marketing
David@StateOfWATourism.com Michelle@StateOfWATourism.com


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