|Pilot launches multi-media marketing plan|
|Written by The Curry Coastal Pilot|
|February 15, 2014 11:20 am|
With new designs, multi-media technology and expanded territory, the Curry Coastal Pilot and Del Norte Triplicate have reimagined its Wild Rivers Coast tourism marketing efforts for 2014 to reach an unprecedented number of people visiting and living in the region.
Under the overall brand of “Go Wild Rivers Coast,” the two newspapers are:
•redesigning and expanding the press run of their semi-annual vacation guide,
•creating a new GPS-driven mobile application for smart phones and tablet computers,
•presenting all the information on a website for traditional Internet access,
•offering target marketing by email, and
•expanding the coverage area from the Redwoods to Bandon.
“Go Wild Rivers Coast will co-brand a variety of marketing products that will be powerful tools in the tourism industry for the entire region,” said Pilot Publisher Charles Kocher. “We’re making a major investment of resources to help boost an important piece of our economy.”
“These products are going to be complete activity and recreation guides,” said Triplicate Publisher Richard Wiens. “These will be tools for visitors and locals alike as they get out to enjoy the Wild Rivers Coast.”
The products will also “expand” the traditional territory of the America’s Wild Rivers Coast marketing brand to reach from Bandon in the north to Orick in the south. The original brand was limited to Curry and Del Norte counties when first created 11 years ago.
The Go Wild Rivers Coast print recreation guide — the “Go Book” for short — will be published in late March and early September, to best serve the two visitor seasons in the region. A total of 60,000 copies will be distributed up and down the coast from Eureka to Coos Bay, and to visitor centers in both Oregon and California. Advertising sales are underway for the spring/summer edition.
The new mobile application – Go Wild Rivers Coast – will follow by May 1, offering a wide variety of tools for all types of smart phones and tablet computers.
Users will be able to search for what’s close to them, get turn-by-turn navigation, auto-dial advertisers’ phone numbers, or link to their websites and social media pages. They will be able to search by topics such as dining, or set up tours for their favorite hobby — from fishing and golf to hiking and kayaking. They will be able to create postcards from their own photos to send by email or post on social media, check tide and weather forecasts, find coming events, and see current travel alerts.
The mobile application will allow users to sign up for emails that will distribute updates such as headline news, local events, weather and tide forecasts, highway reports or special deals from advertisers.
The website – www.GoWildRiversCoast.com – will present all the information from both the Go Book and the mobile application.
The additional electronic publications both take advantage of new technology and follow the reading habits of the users who visit the Pilot and the Triplicate products, said Kocher and Wiens. Between 25 and 30 percent of the visitors to the newspapers’ website use mobile devices.
The Pilot website — www.CurryPilot.com — averages more than 1,750 visitor sessions a day, with a total of more than 250,000 unique visitors during 2013. More than 150,000 were regular visitors through the year.
The Triplicate website — www.Triplicate.com — is seen by an average of 2,250 visitors per day. It was used by almost 390,000 unique visitors in 2013, with 211,000 returning more than once.
The free email alerts sent by the newspapers have more than 3,600 active subscribers, with more than half opening the typical email. The views of the newspapers’ Facebook postings have gone as high as 12,000, depending on the topic of the post.
For more information about advertising opportunities in any of the Go Wild Rivers Coast products, contact Regional Advertising Director Cindy Vosburg at 541-469-3123 or 707-464-2141.