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Explore Seattle Home
 Situation AnalysisAccording to the 2000 census, Seattle's population has grown by about 9% (or 47,000 people) since 1990. The city increased by almost another 20,000 between 2000 and 2007 (1), though this growth has slowed somewhat due to the recession (2) Seattle also attracts 9.4 million tourists a year. In 2007, visitors to King County spent $5.1 billion dollars jointly. The average visitor is 41 years old, travels with a companion and stays 6 nights in town. Many of the 79% visitors come for vacation or to visit friends and will be looking for activities to do during their stay (3). Seattle is home to a wide variety of cultural, educational and outdoor attractions, making the city a great place to explore for tourists, new residents, and old-timers alike. However, with the current economy, tourism is suffering. On March 11, 2009, tourism industry leaders met with President Obama to discuss the launch of a Travel Promotion Act. They hoped that this action would increase tourism and create thousands of work opportunities during unsteady economic times. (4) Based on these two reasons, the number of visitors to Seattle is still growing despite the recession, and the entire tourism industry agrees that it is best to develop certain strategies now and invest more money in tourism businesses. In addition, thousands of visitors from all over the world will flock to the Pacific Northwest for the 2010 Winter Olympic games. There are 1.6 million tickets available to the games (5), and with Vancouver just a few hours away from Seattle, an investment in tourism at the current juncture is a priority. The Seattle Convention and Visitors Bureau (SCVB) is trying to connect with Vancouver to draw visitors south during this period. Moreover, according to the data from Podcasting News, 43% percent Americans are aware of podcasts, up by 6% since last year. Also, about 42% people between the ages of 12 - 44 years old own a portable media/mp3 player (10). Considering that most tourists will bring their portable media/mp3 players, making the "Explore Seattle" series podcasts a valuable addition to the Seattle tourism industry. ObjectiveThe goal of "Explore Seattle" is to increase tourism and provide a resource for current residents as well. In order to collaborate with the Seattle Convention and Visitors Bureau (SCVB), our podcast will target 3 objectives. 1) The podcast is aimed to brand a connection between Seattle and Vancouver to coincide with the 2010 Winter Olympic games. The podcast will be released both in French and English versions, the two official languages of the Olympic games, as well as languages that correspond to current tourism trends. Based on the medal count from 2006 Winter Olympics (9), Germany, United States, Austria, Russia, Canada, Sweden, South Korea, Switzerland, Italy and France won the most. It is possible that a large percentage of visitors will be from these countries in 2010 Olympics. According to a statistic from Comscore , people from China, United States, Canada, UK, Australia, France, India, Japan, South Korea and Taiwan most attended the 2008 Beijing Olympics. Therefore, we will also launch German, Russian, Korean, Spanish, Japanese and Chinese versions to correspond both with predicted attendance and normal tourism trends. 2) In addition, SCVB is now holding the campaign "Why tourism matters?" This campaign attempts to unite the whole tourism industry in Washington state and increase the revenue of tourism in the upcoming year. Local businesses are viewed as "tourism ambassadors". They are making efforts to collaborate with SCVB to make Seattle as a perfect destination for travel. The podcast is also responsible for conveying the message by having a rotating "tourism ambassador" act as a host. 3) The SCVB hopes that this podcast will increase revenue, though its success will be measured by the number of downloads and subscribers. | |
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Latest page update: made by hpitlick
, May 5 2009, 7:07 PM EDT
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