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Leisu re Tou rism : 2021- Tactics <br />1. WEbsite <br />2_ <br />a) lf stakeholders approve, consolidate into a new single Ellenshurg/Kittitas County tourism <br />website. This path benefits website users and offers efficiencies for website maintenance. <br />{Would require additional investment.} <br />bl lf no new website, seek to: <br />. lmprove navigation on existing site <br />r Enhance maps and guides to become more of a virtual visitor center with additional <br />downloadah'le content <br />' Create campaign-specific landing pages for tracking campaign results. <br />c) Ensure there is content to support any partnership work {see below} <br />Visitor CenEers an<l Signage <br />a) Deploy a mobile visitor center for Exit 109 and other locations inside and outside of Ellensburg, <br />This vehicle, which would be fully wrapped with a strong promotionaldesign, maps and <br />messages, would serve as a traveling visitor center during busy l-90 weekends, such as Gorge <br />conceds. lt can also be parked near the interstate exits as a molrile billboard and taken to <br />offsite locations to promote Ellensburg. {May require additional investmeni.} <br />Srrcial Med!a <br />a) Continue to build and implement editorial plan for all social media channels. <br />b) Continue paid boosting of social posts. <br />c) Host two influeneer campaigns to cover Ellensburg in two seasons. <br />d) Explore Augmented Reality (AR) Filters for social platforms. Create and promote in conjunction <br />with major campaign {possibly the annual partnership project}. <br />e) fxplore ner,v social media platforms. Social media is constantly changing. lt's important to <br />continually review and refresh the social media plan. <br />Publicity <br />ai Leverage story angles developed for the influencer campaigns and pitch to traditionaltravel <br />writers. <br />Advertising <br />a) Conduct programmatic digital video campaign of at least 12 weeks with four, three-week <br />flights run during late winter to early summer. <br />b) €xtend video campaign as budget allows to streaming video or cable TV. <br />c) Google display and retargeting canrpaign. Seek to stretch the budget to run late winter to late <br />summer {6 months}. <br />d) Facebook advertising campaig* to run late winter to early summer. <br />e) Google Search ads for leisure tourism as well as sports tourism. <br />f) €xperiencewa.comadvertising. <br />3. <br />4, <br />5 <br />City of Ellensburg <br />Fi're-Year Tourism Strat€gic Plan2019 32