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 Audit Communication Audit Situation Analysis Familiarization Tour Stakeholders/Community Key Stakeholder Interviews Stakeholder Focus Groups Undercover Interviews Vision Survey Geo-demography Profiling (Residents) In-Market Trip Research and Materials Audit Competitive Analysis Perception Study (Qualitative) Community stakeholders, regional stakeholders and tourism professionals Consumer 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 Responses Perception Study30 Participants Consumer Awareness & Perception Study 200 Responses Approximately 450 Research Participants

Describing the Olympic Peninsula

Community Leader Perceptions DESCRIBE OLYMPIC PENINSULA

Community Leader Perceptions Rate the following descriptions based on how well they match your idea of the Olympic Peninsula on a scale of Where 1 does not match and 10 is an exact match.

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 Perceptions When 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 Perceptions When 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 Perceptions Which of the following is most important to Olympic Peninsula’s identity?

Community Leader Perceptions EXPERIENCE RATING: Rate the following Olympic Peninsula attributes on a scale of 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 Perceptions Select the destination from the list below that you feel best matches each description.

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

Consumer What was the primary purpose of your most recent trip?

Consumer Which of the following communities/areas did you visit during your most recent trip? Choose all that apply. Other: Undisclosed

Consumer Which description below best describes your lodging preference for staying on the Olympic Peninsula?

Consumer If you return to the Olympic Peninsula, what would be your desired length of stay?

Olympic Peninsula Ambassadors

Other: A combination of the above Consumer How did you hear about the Olympic Peninsula?

Consumer Did you utilize any of the following resources in planning your trip? Other: AAA, none, past experience

Brand Strategy Conclusions 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 Peninsula Brand 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 Peninsula Brand 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 Peninsula Brand Platform

Stand Out in a Crowded Marketplace

Kelley Brackett Community Brand Manager North Star Destination Strategies Nashville, TN ext. 33 Questions?