uncovering the olympic peninsula’s brand strategy branding initiative: research findings
TRANSCRIPT
Uncovering the Olympic Peninsula’s Brand Strategy Branding Initiative: Research Findings
1. Understand drivers for visitation to the region.
2. Inspire identified visitor markets and increase overnight stays.
3. Establish the region as the premier Washington vacation
destination for outdoor enthusiasts.
Why Pursue Research and Branding?
About North Star Destination Strategies
What is a brand?
• Your brand is what visitors say about you when you’re not around.
• In essence, your brand is your reputation. To affect your reputation you have to first
know what visitors are saying.
• Through research we’ve established what visitors are saying. The next step will be to
put that knowledge to work creatively.
Branding is the strategic orchestration of all that we do to
affect what our community members, consumers and competitors are saying about the Olympic Peninsula as
a place to visit.
Brand Purpose
Establish the Region in the Marketplace
Community
Research & Planning AuditCommunication AuditSituation AnalysisFamiliarization TourStakeholders/Community Key Stakeholder Interviews Stakeholder Focus GroupsUndercover Interviews Vision SurveyGeo-demography Profiling (Residents)
In-Market Trip Research and Materials AuditCompetitive AnalysisPerception Study (Qualitative) Community stakeholders, regional stakeholders and tourism professionalsConsumer Awareness & Perception Study (Quantitative)
Geo-demography Overnight Visitor Profiling Perception Study (Qualitative) Community stakeholders, regional stakeholders and tourism professionals Consumer Awareness & Perception Study (Quantitative) Visitors and Non-visitors Digital Brand Audit
Consumers Competition
Research Instruments
Familiarization Tour 75 Participants Vision Survey 136 ResponsesPerception Study 30 Participants Consumer Awareness & Perception Study 200 Responses
Approximately 450 Research Participants
Describing the Olympic Peninsula
Community Leader PerceptionsDESCRIBE OLYMPIC PENINSULA
Community Leader PerceptionsRate the following descriptions based on how well they
match your idea of the Olympic Peninsula on a scale of 1-10.
Where 1 does not match and 10 is an exact match.
97%
3%
Did your perception change in a positive or negative way?
Positive Negative
Consumer Perceptions
What changed your perception?• “The beauty. More than I ever
imagined!”
• “The general energy is very tranquil and the people are quite neighborly.”
• “I heard good things previous to visiting, and experiencing it was completely different. Fell in love with the area and can't wait to return.”
Describing Communities
Consumer PerceptionsWhen you first think of the following areas/destinations on
the Olympic Peninsula, what comes to mind?
Quilcene and Brinnon•Seafood/Oysters•Camping•Casino
Kalaloch & Hoh Rain Forest
• Rain Forest• Beauty• Hiking
Shelton/Mason County•Oysters•Beautiful•Logging
Forks/La Push•Twilight (movie)•Rain•Beach
Port Townsend• Quaint• Ferry• Shopping
Port Angeles•Ferry •Small Town•Beautiful
Neah Bay/Cape Flattery•Fishing•Ocean•Native Americans
Port Hadlock-Chimacum-Nordland-Irondale
• Fishing• Beauty• Seaside
Sequim•Seafood•Lavender•Dry Weather/Sun Belt
Consumer PerceptionsWhen you first think of the following areas/destinations on
the Olympic Peninsula, what comes to mind?
Port Ludlow•Water•Boats/Fishing•Golf
Olympic National Park• Beauty• Rain Forest• Hiking
Amanda Park and Quinault•Beauty•Lake Quinault•Native Americans
Clallam Bay and Sekiu•Fishing•Ocean•Clams
Olympic Peninsula’s Identity
Consumer PerceptionsWhich of the following is most important to Olympic Peninsula’s
identity?
2%
3%
3%
5%
8%
21%
25%
32%
Other
Cape Flattery
Rural/more open space
Proximity to Canada
Proximity to Seattle
Olympic Peninsula Loop/ Ideal Road Trip
Diverse scenery/ecosystems in a compact area
Connection to nature
Community Leader PerceptionsEXPERIENCE RATING: Rate the following Olympic Peninsula
attributes on a scale of 1-10. Where 1 is “poor” and 10 is “excellent.”
Voices from Research
“The variety of ecosystems on the Olympic Peninsula is just fascinating! There are so many different pockets of
weather from sunny Sequim to the rainy rain forest to the beaches where the waves are crashing.”
- Quote from Research
“On the Olympic Peninsula, you can look out onto the water and see the mountains and the forests and absolutely fall
in love with the place. There is a kind of spiritual element to the place because it is so beautiful.”
- Quote from Research
Olympic Peninsula Competitors
Consumer PerceptionsSelect the destination from the list below that you feel
best matches each description.
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Oregon Coast Mt. Rainier, WA Vancouver Island, Canada San Juan Islands, WA Long Beach Peninsula, WA
North Cascades, WA Snohomish County, WA Olympic Peninsula, WA
Understanding Regional Consumers
Target Audience• Top U.S. Geographic Markets:
1. Seattle-Tacoma-Bellevue Metropolitan Statistical Area (MSA)• Visited 1-3 times in the past 3 years • Average length of stay: Ranges from less than a day to 2
nights 2. Portland, Oregon
• Visited 1 time in the past 3 years• Average length of stay: Ranges from less than a day to 2
nights• Professional married couples, majority are empty nesters • Median age: 41• Median Household Income: $80,000+• Tech-savvy • Travel extensively • Outdoor recreation enthusiasts – enjoy hiking, boating, and kayaking
ConsumerWhat was the primary purpose of your most recent trip?
Attend a meeting or conference
Attend a festival or event
Attend sporting event
Agriculture / drink-related
Other
Dining
Go shopping
Business (other than a meeting or conference)
Leisure vacation
Visited a rain forest (in Olympic National Park)
Take a ferry
Visit Canada
Passing through
Visit a specific town on the Peninsula
Visited a beach (in Olympic National Park)
Visit family/friends
Outdoor recreation
Drive the Olympic Peninsula Loop
1%
1%
1%
1%
2%
2%
2%
3%
3%
4%
4%
5%
5%
6%
8%
11%
12%
13%
ConsumerWhich of the following communities/areas did you visit
during your most recent trip? Choose all that apply.
Other: Undisclosed
Quilcene and Brinnon
Clallam Bay and Sekiu
Port Hadlock-Chimacum-Nordland-Irondale
Amanda Park and Quinault
Port Ludlow
Other
Shelton/Mason County
Neah Bay / Cape Flattery
Kalaloch & Hoh Rain Forest
Forks / La Push
Sequim
Port Townsend
Olympic National Park & Olympic National Forest
Port Angeles
4%
4%
4%
8%
8%
11%
11%
11%
12%
21%
28%
39%
43%
53%
ConsumerWhich description below best describes your lodging preference
for staying on the Olympic Peninsula?
All-inclusive resort
RV
Vacation rental
Cabin
Bed and breakfast
Camping
Hotel/motel
6%
9%
9%
12%
14%
17%
33%
ConsumerIf you return to the Olympic Peninsula, what would be your desired
length of stay?
Less than a day
One night
Two nights
Three nights
Three – five nights
More than five nights
7%
12%
25%
19%
31%
6%
Olympic Peninsula Ambassadors
Other: A combination of the above
ConsumerHow did you hear about the Olympic Peninsula?
Social media
Other
Advertisement
Visitor Center
Event/conference/trade show
Website
Printed materials/brochure
Previous visits and experience
Word of mouth
Friend or family member recommended the area
2%
3%
3%
3%
3%
6%
6%
19%
22%
32%
ConsumerDid you utilize any of the following resources in planning
your trip?
Other: AAA, none, past experience
2%
2%
6%
7%
9%
11%
13%
17%
23%
31%
51%
Prior experience
AAA
Official Olympic Peninsula Travel Planner
Other
None of the above
Facebook/Twitter
Individual Community Site on the Olympic Peninsula
TripAdvisor
Official Olympic Peninsula Region Website
Visitor Center on the Olympic Peninsula
Olympic National Park Website or Guides
Friends and Family
Brand StrategyConclusions based on research
“It needs to be hard to get here. The reward is in the journey.”
- Quote from Research
What is it about connecting with nature that allows us to connect deeper with ourselves?
Solitude
“You can experience things here by yourself – without other travelers influencing your
experience. This is your moment to get out and be away.”
- Quote from Research
Inspiration
“People travel to be inspired. The Olympic Peninsula experience inspires travelers. They
leave changed for the better.”
- Quote from Research
Natural Beauty
“The Olympic Peninsula offers access to unspoiled nature. The Rain Forest is otherworldly
and so unique. It’s a bucket list kind of place.”
- Quote from Research
Complexity of Nature
“When travelers visit the rain forest and it’s raining…they’re delighted! When they visit and
it’s not raining…they’re still delighted!”
- Quote from Research
Experience Firsthand the Wonders of Wildlife
“There is something about the area that just touches people. It has a lot to do with nature and
the absolute beauty of your surroundings.”
- Quote from Research
That Others Have Made this Same Journey Before Us
“The forest itself is so huge and undeveloped that you really feel that you’re the only person
on the planet. That sort of touches you in a different way – in your soul – it’s like you’re an explorer. You’re the first person exploring that
area. It’s so immense, untouched and rugged.”
- Quote from Research
Olympic PeninsulaBrand Platform
Target Audience:
Frame-of-Reference:
Point-of-Difference:
Benefit:
Drill down to those for whom your destination has the most appeal
Simplistic reference and identifier for someone who knows nothing about your destination
What is most relevant and distinct about you
What is in it for the visitor
Brand Platform Definition
Target Audience:
Frame-of-Reference:
Point-of-Difference:
Benefit:
For those on a quest for sublime serenity and scenery,
the Olympic Peninsula lives in the northwestern most point of the contiguous United States, where she presents timeless landscapes that shimmer with a mystical, otherworldly beauty
allowing you to transcend the ordinary.
Olympic PeninsulaBrand Platform
For those on a quest for sublime serenity and scenery, • We are searching for those that want to explore the region. The solitude
of the Olympic Peninsula allows visitors to experience nature without the distractions of other tourists.
• The word “quest” was selected because we want to communicate that to truly experience the Olympic Peninsula, travelers need to devote at least 3 days to traveling the Loop.
• Sublime is a powerful word. It connotes something so beautiful that it inspires great admiration or awe. The Olympic National Park is a World Heritage Site. As a destination, we have the authority to say the Olympic Peninsula’s beauty is truly one-of-a-kind.
• Throughout research, we heard about the peacefulness of the region. As a Peninsula we’re secluded. The Olympic Peninsula offers Seattle residents an escape to a rural landscape.
• There’s no doubt that our scenery is breathtaking. And it’s always evolving with weather patterns and through the seasons. We also have a wide breadth of landscapes to explore from majestic mountain peaks to the powerful Pacific.
Platform Rationale
the Olympic Peninsula lives in the northwestern most point of the contiguous United States, • Personifying the Olympic Peninsula gives her even more power. As a
destination the region is immense. There is so much for a visitor to see and do.
• From research, we found that many outsiders believe that Seattle is located on the Pacific coast. We need to reinforce through messaging that the Olympic Peninsula is west of Seattle on the coast.
• Cape Flattery is a big selling point for the region. As the northwestern most point in the contiguous U.S., it feels like you’re in your own corner of the world. It is part of what makes the region distinct.
Platform Rationale
where she presents timeless landscapes that shimmer with a mystical, otherworldly beauty• Here, again, the Olympic Peninsula is personified. It’s also a nod to the
fact Mother Nature is a “she”. She’s warm and she’ll envelope you from every angle in the region.
• Timeless is a nod to the fact that the region is so unchanged. The area has been carefully preserved so that you feel as if you’re stepping back and time – perhaps as one of the first explorers of the region.
• One of the Olympic Peninsula’s competitive advantages is that we’re home to one of the most spectacular examples of a temperate rain forest along the Pacific Coast. Because of the rain everything is green and lush and shimmers.
• Shimmer and mystical are also nods to the towering waterfalls in the region.
• Over and over again, research participants described the region as otherworldly. The force of nature is so powerful here, you’ll feel her presence.
Platform Rationale
allowing you to transcend the ordinary. • A traveler’s experience in the Olympic Peninsula is their own. While
there are itineraries, maps and tools to make trip planning easier, no two trips will ever be the same. The weather, the landscape, the wildlife encounters, and the ecosystems are continuously changing creating a dynamic environment.
• Experiencing the Olympic Peninsula is a “bucket list” type destination, according to research. It’s wholly unique.
• An ordinary destination is often easy to get to and can be a quick retreat. The Olympic Peninsula requires thoughtful, purposeful planning. It’s not a pass-through destination. We are seeking travelers that are making calculated plans that are excited about going beyond a traditional road trip.
Platform Rationale
Target Audience:
Frame-of-Reference:
Point-of-Difference:
Benefit:
For those on a quest for sublime serenity and scenery,
the Olympic Peninsula lives in the northwestern most point of the contiguous United States, where she presents timeless landscapes that shimmer with a mystical, otherworldly beauty
allowing you to transcend the ordinary.
Olympic PeninsulaBrand Platform
Stand Out in a Crowded Marketplace
Kelley BrackettCommunity Brand Manager
North Star Destination StrategiesNashville, TN
[email protected] ext. 33
Questions?