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Leisu re Tou rism : 2021 Tactics <br />1. W*bsite <br />2" <br />a) lf stakeholders approve, consolidate into a new single EllenshurglKittitas County tourism <br />website" This path benefits website users and offers efficiencies fot website maintenance. <br />{Would requ ire additianal investrnent. } <br />b) lf no new website, seek to: <br />. lmprove navigatlon on existing site <br />' Enhance maps and guides to become more of a virtual visitor center with additional <br />downloadable content <br />. Create canrpaign-specific landing pages for tracking campaign results. <br />c) Ensure there is content to support any partnership work (see below) <br />Vlsitor Ceilters and 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 />tnessages, would serve as a traveling visitsr center during busy l-90 weekends, such as Gorge <br />concerts. lt can also be parked near the interstate exits as a mobile billboard and takerr to <br />offsite locations to promote Ellensburg. {May require additieinal investmenl.) <br />Social Media <br />al Continue to build and implement editorial plan for allsocial media channels. <br />b) Continue paid boosting of social posts. <br />c) Host two influencer campaigns to cover Ellensburg in two seasons. <br />d) Explore Augmented Reality (AR) Filters fsr social platforms. Create and Bromote in conjunction <br />with rnajor campaign tpossibly the annual partnership project). <br />e) Explore new social media platforms. Social rnedia 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 carnpaigns and pitch to tradiiionaltravel <br />writers. <br />3. <br />Advertising <br />a) Conduct programmatic digitalvideo eampaign of at least 12 weeks with four, three-week <br />flights run during late winter to early summer. <br />b) Fxtend video campaign as budget allows to streaming video or cable TV. <br />ci Google display and retargeting canrpaign. Seek to stretch the budget to run late winter to late <br />summer (6 months). <br />d) facebook advertising campaign to run late winter to early summer. <br />e) Google Search ads for leisure tourism as well as sports tourism. <br />f) Experiencewa.comadvertising. <br />City of Ellensburg <br />flie-Year Tourism Strattgic Plan <br />4. <br />5. <br />2019 JI