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Leisure Tourism: Goals, Strategy <br />Goals <br />Ellensburg will seek to: <br />1) lncrease number of potentialvisitors exposed to Ellensburg's tourism message <br />2| lmprove visitor experiences with wayfinding and visitor center support <br />3) lncrease hotel bookings and other key indicators of destination marketing impact on tourism-related business <br />Strategy <br />Tourism marketing leads the visitor through the path of.dreaming, planning, booking, experiencing andthen sharing with others through social midia and word-of-*orih.'Ell"nrbirg,s curftnt iourismmarketing program uses most available tools, Taking it to the next level is a m-atter of strengthening andrefining. <br />Above all, Ellensburg needs stronger positioning that sets it apart from competing destinations. Thecurrent approach offers something for everyone which isn't memorable. A position - your best faceforward - helps potential visitors form immediate impressions, makes aclvertising .r.itiu" iriip., anoattracts targeted visitors- Through the strategic planning work, several possible p-ositioning stri"*.nt,have been identified in this plan. A completelranding elfort would be beneficial, <br />other key priorities for the program over the next five years are to: <br />r lmprove digital content and visitor experience on owned channels iweb and social media) <br />" 'M,k" sure others share your story: social influencers, online travel sites, state travel site <br />* Strengthen advertising by focusing on audiences most likely to visit and A/B test creative tocontinually improve the approach <br />* Expand key community partnerships to reach specific audiences or celebrate major events. <br />Work plan tactics follow and.are rno,re fully outlined in years l.-3, with the understanding that marketchanges, visitor feedback and other factors will influence the evolution of the plan in yeJrs A-S. <br />City of Ellensburg <br />Five-Year l-ourism Strategic plan <br />Sacial Media <br />Publicity <br />Advertising <br />Suruey <br />vtc <br />Onsite <br />Visitor social media <br />VisitorWebsite <br />E-newsletter <br />Partners <br />Online Tourism Sites <br />VIC Offsite lnformation <br />Fartnerships <br />2019