Big News. Big Plans. Big Year!

Transcript

1. The  Tourism  Partnership  of  Niagara   1 Big News. Big Plans. Big Year! Robin Garrett CHIEF EXECUTIVE OFFICER
2. The  Tourism  Partnership  of  Niagara   2 We’re listening to what stakeholders have to say …
3. Main Take-Aways §  Overall, results are quite positive, especially given that TPN is a new organization. §  Main strengths – staff and support of events attracting significant media attention and motivating overnight travel. §  More moderate ratings in most other areas, but can be traced to lack of familiarity with mandate. §  Partners lack of familiarity with TPN leading to perceptions out of sync with reality. §  Improving communications will lead to greater familiarity and improvements to overall performance. Tourism Partnership of Niagara
4. Ranking – Most Valued TPN Support Q4.  Thinking  about  all  of  the  ways  that  TPN  can  support  your  marke<ng  efforts  or  those  of  the  tourism  industry,  how  much   of  a  priority  do  you  think  TPN  should  place  on  the  following?  Base:  all  respondents  n=79     33% 38% 42% 44% 10% 17% 17% 19% 6% 5% 9% 5% 1% 3% 1% 1% Building a strong Niagara Canada travel destination brand Marketing Niagara Canada through advertising (e.g. television ads, print ads, magazine, billboards) Working with government, industry and community groups to attract world-class tourism opportunities (e.g., flight service to the Niagara District Airport, Flora Niagara 2017 – an International Horticultural Exhibition) Supporting events that attract significant media attention and motivate overnight travel (e.g., Red Bull Crushed Ice, Jay Cochrane Skywalk, Welland Flatwater Sports Festival) Top priority High priority Moderate priority Low priority Don't know 82%   76%   74%   74%   4
5. Ranking – TPN Support 5 41% 49% 37% 47% 25% 30% 19% 15% 33% 27% 44% 46% 17% 13% 11% 10% 20% 18% 1% 1% 1% 3% 4% 3% Working with industry partners to develop packages (e.g. wine, culinary, cycling, golf and garden experiences) Providing an engaging, dynamic, content-rich consumer website www.visitniagaracanada.com Public Relations Events (e.g., Hosting Breakfast Television, Canada AM) Providing information to partners through the website www.niagarasrto.com Implement web-based learning program to improve the Region’s labour force through building service pride and helping them to anticipate guest needs Providing advertising opportunities in its travel magazine Top priority High priority Moderate priority Low priority Don't know Q4.  Thinking  about  all  of  the  ways  that  TPN  can  support  your  marke<ng  efforts  or  those  of  the  tourism  industry,  how  much   of  a  priority  do  you  think  TPN  should  place  on  the  following?  Base:  all  respondents  n=79     64%   71%   55%   61%  
6. The  Tourism  Partnership  of  Niagara   Priorities to Improve §  Considering the correlation between what’s important to stakeholders and our performance to date … our priorities are: §  Communicating our mandate §  Building a strong Niagara Canada brand §  Working with industry partners to develop packages §  Providing information to partners through our industry website (NiagarasRTO.com) 6
7. The  Tourism  Partnership  of  Niagara   7 Our Mandate
8. The  Tourism  Partnership  of  Niagara   Our Mandate §  TPN’s mandate is to provide leadership and coordination to: §  Attract more visitors §  Generate more economic activity … $$$$ §  Create more jobs across the Niagara region 8
9. The  Tourism  Partnership  of  Niagara   Our Leadership Role TPN achieves its mandate through partnerships … reaching where others can’t reach and leveraging partner investments by: §  Leading brand marketing: TV, print, magazine, PR §  Creating packages and itineraries for target consumers: website, seamless reservation system, email §  Creating common offers: advertising and website §  Attracting blockbuster events 9
10. The  Tourism  Partnership  of  Niagara   In our first year … 10 §  543,000 visits to visitniagaracanada.com §  190,000 leads generated to partners §  30,000 consumers in our database visitniagaracanada.com  
11. Over 12,000 Facebook Likes 11
12. The  Tourism  Partnership  of  Niagara   12 Big News
13. The  Tourism  Partnership  of  Niagara   Building the Niagara Brand §  Stunning new footage §  TV ads §  2 minute lure video -  VisitNiagaraCanada YouTube channel -  Ontario Tourism Info Centres -  Fam tours -  Invite partners to play on screens everywhere! §  Niagara Travel magazine §  Refreshed content on visitniagaracanada.com 13
14. The  Tourism  Partnership  of  Niagara   14 Working with Partners to Sell Packages §  Adding a seamless reservation system to deliver incremental sales §  A hybrid solution that can book for DMOs that do not have a booking capacity AND facilitate a transaction through DMOs that already have a booking engine
15. The  Tourism  Partnership  of  Niagara   www.visitniagaracanada.com 15
16. The  Tourism  Partnership  of  Niagara   16
17. The  Tourism  Partnership  of  Niagara   17 Package details & Booking page
18. The  Tourism  Partnership  of  Niagara   18
19. The  Tourism  Partnership  of  Niagara   19 Booking Form
20. The  Tourism  Partnership  of  Niagara   20 Booking Confirmation
21. The  Tourism  Partnership  of  Niagara   Partnership Opportunities 21 §  Get creative! Work with industry partners to develop packages §  TPN will be soliciting culinary packages for our fall season Free Standing Insert (FSI)
22. Sign up to receive information 22
23. 23 Big Events
24. The  Tourism  Partnership  of  Niagara   Rendez-vous Canada – May 12-15 24 §  3 DMOs working in partnership with TPN to promote Niagara Canada
25. The  Tourism  Partnership  of  Niagara   Canoe
26. The  Tourism  Partnership  of  Niagara   GranFondo – September 14th 26
27. The  Tourism  Partnership  of  Niagara   27 GranFondo
28. The  Tourism  Partnership  of  Niagara   28 Big Plans
29. The  Tourism  Partnership  of  Niagara   Air Access 29   §  Great experiences (and packages) include making it easy for visitors to get here §  TPN partnered with the regional government to explore the feasibility of air flights to the Niagara District Airport  
30. Air Flights Feasibility Study Objectives 1.  Evaluate the demand for flight service in the context of other modes of transportation such as rail, bus and auto. Take into account the possibility of improvements to these other modes of transportation e.g. year-round GO Train service. Determine the possible impact and effect on these ground transportation services if flight service is offered. 2.  Analyze the potential for flight use from airports within an 800 km radius. Initial target markets include Ottawa, Montreal and New York and this could include connections through the Billy Bishop airport in Toronto. 3.  Evaluate the tourism industry’s capacity to support flight service including visitor services such as ground transportation; compelling experiences; and marketing. 30
31. The  Tourism  Partnership  of  Niagara   31 Big Year!