Program areas at Travel Lane County
Tourism marketing - position the eugene, cascades & coast region as a leisure Travel destination which includes marketing to individual travelers, Travel trade and media through advertising, trade shows, direct sales, public relations, social media and other internet based communications. The tourism marketing department serves as the local liaison for the Oregon film & video office. During 2022, paid advertising generated 33.4 million impressions and 144,000 clicks. Earned media generated 124 million impressions from 49 articles.
Sports marketing - promotes Lane County as a sports event site through advertising, trade shows, social media, e-news and direct sales. Service staff provide personal contact and assistance for event planners who have confirmed Lane County as the site for their sporting event. Highlights include the confirmation of 40 sports events with projected participants of 35,166 and an estimated economic impact of 32 million. Advertsing generated 1,864,788 impressions and 21,515 clicks. Earned media generated 370,555 impressions from 37 articles with an estimated value of 10,030. Social media connections increased 113% to 39,308.
Convention sales & service - promotes the eugene, cascades & coast region as a convention/meeting event site. Advertising, trade shows, social media, e-news, familiarization and site inspection trips, public relations, and direct sales are all used to sell meeting and event planners who have confirmed Lane County as the site for their Convention or event. Some of the services provided by the department include registration assistance, Convention planning, publicity, information desks, spouse/leisure activities & tours, and housing coordination. Highlights included the confirmation of 33 conventions with projected delegates of 19,336 and an estimated economic impact of 8.8 million. Advertising generated 3.7 million impressions and 29,944 clicks. Earned media generated 11,000 impressions from 2 articles with an estimated value of 3,050. Website sessions increased 149% from 2021 to 39,695.
Stakeholder relations - responsible for partnership sales and support and increasing awareness about Travel Lane County and the visitor industry to local elected officials, partners, employees, area media and the general public. Stakeholder relations provides internal and external reporting through the development of semi-annual and annual reports and monthly industry updates. Staff supports the efforts of Convention, sports and leisure sales. In the past year organization membership ended at 571 partners. Presentations were made to community groups and city councils. Earned media efforts secured 74 stories with a reach of 8.7 million. Integrated marketing - manage and maximize capabilities of centralized technology platforms (crm, cms, websites, e-mail and youtube). Manage photos, videos and graphics. Highlights include 1,300,000 web sessions, 17.9k total video views and new images added to asset library. Visitor services - provides expertise on Lane County and the entire state of Oregon to Visitors to the area through our visitor center. In a normal year, information is also provided through mobile outreach services with our visitor van and information booths at events. Visitor services had 1,969 direct contacts in market.