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L. <br />Leisu re Tou ris m: 2021 Tactics <br />2. <br />Website <br />a) lf stakeholders approve, consolidate into a new single Ellensburg/Kittitas County tourism <br />website. This path benefits website users and offers efficiencies for website maintenance. <br />(Would require additional investment.) <br />b) lf no new website, seek to: <br />. lmprove navigation on existing site <br />. Enhance maps and guides to become more of a virtual visitor center with additional <br />downloadable content <br />r Create campaign-specific landing pages for tracking campaign results. <br />c) Ensure there is content to support any partnership work (see below) <br />Visitor Centers 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 promotional design, maps and <br />messages, would serve as a traveling visitor center during busy l-90 weekends, such as Gorge <br />concerts. lt can also be parked nearthe interstate exits as a mobile billboard and taken to <br />offsite locations to promote Ellensburg. (May require additional investment.) <br />SocialMedia <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 influencer campaigns to cover Fllensburg 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 />ei Expiore new sociai rnedia platforms. Sociai meciia is corisiarriiy ciiaiigirig, lt's iiiipoi'taiit to <br />continually review and refresh the social media plan. <br />Publicity <br />a) Leverage story angles developed for the influencer campaigns and pitch to traditionaltravel <br />writers. <br />Advertising <br />a) Conduct programmatic digitalvideo campaign of at least 12 weeks with four, three-week <br />flights run during late winter to early summer. <br />b) Extend video campaign as budget allows to streaming video or cable TV. <br />c) Google display and retargeting campaign. 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 Illensburg <br />Five-Year Tcr'rrism Strategic Pian <br />3 <br />4 <br />5 <br />201"9