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Leisu re Iou rism : 2022Tactics <br />1. Refresh Creative <br />a) Creative {acls of any kind} shoulcl be reviewed each year and major creative, such as videos, <br />should generally be refreshecl every two to three years, {May require additional investment.} <br />2. Website Development <br />a) Continue normal website maintenance. Ensure there is content to support any partnership <br />work (see below). <br />b) Update campaign landing pages to track results. <br />3. Visitor Centers and Signage <br />a) Refresh street banners. <br />b) Take mobile visitor center to at least three regional events outside of Ellensburg. <br />c) Use visitor experience survey information to guide improvements to visitor centers. <br />4" Survey Visitors <br />a) 5urvey 2,500 new visitors (emails captured withirr the past 2 years). Ask the same questions as <br />in the 2020 survey and conrpare results. <br />5" Social Media <br />a) Re-evaluate social media prograrn to find new opportunities and validate existing approaches, <br />It's important to continually review and refresh the social media plan. <br />b) Continue to build and implenent editorialand boosting plan for best performing platforms. <br />c) Continue to host influencer eampaigns if results continue to be strong. <br />d) Host up to five social media takeovers with industry partners to reach new audiences. <br />6. Publicity <br />al Leverage the story angles developed for the influencer campaigns and share thern with <br />traditionaltravelwriters. Continue pitching stories to your "poker hand" of media targets. <br />7. Advertising <br />al Evaluate advertising program and adjust. Refresh creative. <br />b) Likely continue programmatlc digital video, streaming video or cable TV, <br />c) Likely continue Google display and retargeting campaign. <br />d) Likely continue Facebook advertising. <br />el Likely continue Google Search ads for leisure tourisrn as well as sporis tourism <br />f) Experiencewa.comadvertising. <br />B. Online Tourism Sites <br />a) Revielv and enhance Ellensburg's online travel profiles, <br />b) Hold a Trip Advisor and Expedia tutorialfor local businesseslexperiences. See if new online <br />sites should be added to the tutorial,$/31/2a.d ,,".r-.t/?;tlll11ll&o r,-,. 34