the #1 international tourism destination in North America by creating a Niagara discovery experience that is so naturally awe-inspiring, so vibrant, and so much fun that visitors can’t wait to be a part of it.
and grow a highly competitive tourism region through visitor-centric strategies. Build a strong brand that maintains Niagara’s reputation as a world- renowned destination for leisure and business travel.
a strong relevant brand that creates a desire in our visitor to keep exploring and rediscovering Niagara Canada. MARKETING Animate the destination with events and develop packages featuring wine, culinary, cycling, golf, and garden experiences. PRODUCT DEVELOPMENT Work with government, industry and community groups to attract world-class tourism opportunities. INVESTMENT ATTRACTION Build awareness and implement a workforce learning program to promote service pride. WORKFORCE DEVELOPMENT Build a reputation for organizational excellence that fosters continuous improvement. ORGANIZATIONAL EXCELLENCE
§ YPartnership research identified culinary as our biggest product development opportunity § Developed a strategy and action plan with help of Ontario Culinary Tourism Alliance (OCTA)
& Events § Promoting events to help keep our destination vibrant throughout the year § 22 culinary & wine festivals and events are featured in our Niagara Travel magazine § Culinary & wine content will be integrated with all media channels § All advertising drives to visitniagaracanada.com
System § Continue to maximize the effectiveness of our web portal and add a seamless reservation system to deliver incremental sales § A hybrid solution that can book for regions that do not have a booking capacity AND facilitate a transaction through DMOs that already have a booking engine Feature packages and special offers
Offer 1. Great for touring wineries and vineyards 2. Has popular attractions (man-made or natural) 3. Has impressive scenery and landscapes 4. A great place for a romantic holiday 5. A unique place 6. A great place for having fun 7. Has great food and restaurants 8. A place that is well known for its quality of travel experiences and services 9. A place that offers something for everyone 10. A place that I would enjoy visiting for a vacation/getaway OTMPC/RTO consumer segmentaEon research, TNS 2012
Nearby Other US Great for touring wineries and vineyards 9.0 9.1 8.0 8.0 8.0 Has popular attractions (man-made or natural) 8.8 8.9 8.2 8.5 8.5 Has impressive scenery and landscapes 8.8 8.9 8.2 8.5 8.6 A great place for a romantic holiday 8.6 8.7 8.1 8.1 8.1 A unique place 8.5 8.6 8.2 8.2 8.3 A great place for having fun 8.5 8.5 7.9 8.1 8.1 Has great food and restaurants 8.3 8.4 7.5 7.9 7.8 A place that is well known for its quality of travel experiences and services 8.3 8.4 7.9 8.0 8.0 A place that offers something for everyone 8.3 8.3 7.6 7.9 8.0 A place that I would enjoy visiting for a vacation/getaway 8.3 8.2 8.0 8.0 8.1 Offers many possibilities to experience something new and different 8.2 8.2 7.6 7.9 7.9 Offers live theatre/shows 8.2 8.3 7.3 7.5 7.5 Has interesting festivals and fairs 8.1 8.2 7.5 7.5 7.7 A place with interesting cities and towns that are worth seeing 8.0 8.1 7.7 7.8 7.9 A great place for enjoying outdoor activities 8.0 8.0 7.4 8.0 8.1 A great place to rest and rejuvenate 7.9 7.8 7.5 7.7 7.8 A destination that excites my curiosity 7.9 7.8 7.6 7.7 7.9 Great for arts & culture (museums, galleries, theatre, etc ) 7.7 7.8 7.2 7.4 7.5 Offers excellent value for the money 7.1 6.9 7.1 7.3 7.4 Offers an authentic travel experience (not a tourist trap) 7.0 6.7 6.8 7.1 7.3 Relatively High Relatively Low
research, TNS 2012 Growth Insights about Culinary Tourists § Culinary travellers in the US and Ontario exhibit both behavioural and attitudinal preferences for Niagara Canada. § They are also “high value” travellers in the sense that they boast higher incomes, more substantial travel budgets and greater spend per trip. § Within the domestic market, culinary visitors to Niagara Canada tend to prefer short getaways … This suggests an opportunity to encourage additional nights.
research, TNS 2012 Growth Insights about Culinary Tourists § Culinary travellers are dedicated to their interests in fine dining and wine. § Their travel experiences are nevertheless wide ranging. § While they clearly desire to relax and relieve stress, culinary tourists are open to a broad array of experiences that satisfy their strong need for fun and entertainment in a myriad of ways. § One can conclude that success with attracting culinary tourists carries significant spinoff benefits for the broader tourism industry.
research, TNS 2012 Media Habits of Culinary Tourists § Use of travel information sources is wide ranging, and consumption of digital media tends to be more advanced among culinary tourists. § High rates of consumption of a broad palette of channels supports multi-media communication efforts. § Geographically, there is evidence of success at drawing those with food interests from neighbouring Toronto and Hamilton. § However, potential exists to attract higher rates of visitation from food and wine travellers across all major US and domestic markets. § Only Western New York is currently showing penetration at above- average rates.
research, TNS 2012 Precise Growth Plan § Culinary tourism is but one of a number of “jewels” within Niagara Canada’s offer. It should, however be given a central place in the marketing strategy. § It offers the potential to deliver high value tourists capable of driving significant revenues, not only to the culinary sector, but also to the industry more generally. The multiplier effects are substantive. § While getaway travel will continue to be popular domestically, efforts should be made to extend length of stay by leveraging the expansive interests of the culinary traveller and bundling product appropriately. Price should not be a barrier as long as experiences of value are offered. § While older, affluent couples are present among culinary tourists in reasonably large numbers, it should be kept in mind that younger travellers are also well represented. Targeting efforts must be sensitive to this.
research, TNS 2012 Precise Growth Plan § Based on our current understanding of culinary tourists, a robust digital marketing strategy to support Niagara Canada’s food and wine offering should include the following elements: § Deliver quality, personalized information through multiple sites on search; § Put in place planning tools and supports for mobile real- time decision-making; § Facilitate opportunities to share culinary experiences in the Region via social media (digital word-of-mouth).
§ Niagara region is unique and gifted. Its tastes, flavours, scenery and sense of culture cannot be replicated anywhere else in the world. § Niagara is very well positioned to lead the province, the country and beyond with a world class culinary tourism offering. § World class culinary tourism will drive economic growth and contribute to Niagara’s role as a tourism powerhouse.
to be maintained GenXers and Boomer couples, 35-‐54, want to experience as much as they can. Some travel with kids and some don’t. The younger target segments want to see & do. The older segments have seen & done, but would like to re-‐visit and/or share special places and moments. GTA and NY state. Opportunity Markets Genera1on Y/Millennials/Echo Boomers. 20-‐35. Gen Y will replace the Boomer as the most influenEal market movers and they are totally connected. By virtue of their age, they are less “established” are more likely to be single, buys things on impulse and love novelty.
to build the Niagara Canada Brand identity. § Increase the number of stakeholders leveraging the Niagara Canada Brand. § Increase the number of day & overnight visitors. § Increase visitors length of stay. § Continue to build product awareness and experiences across the region. § Build awareness and drive traffic to our MC&IT product. § Create a marketing program revenue model.
in our visitors to want to keep exploring and re-discovering our region, making Niagara the couple, friend & family ‘getaway’ of choice, again and again. DISCOVER
§ Niagara Classic Tours picks you up from your TO home § Two night in your choice of xx hotels (only those that meet the criteria) § Day one include Helicopter tour over the Falls and lands at Peller Estates for wine makers dinner (exclusive on 4 particular Friday nights)
night in your choice of xx hotels (only those that meet the criteria) § Dinner at your choice of xx restaurants (Criteria can include Ont wine list and some farm-to-table menu) § Meet & greet reception with chef celebrity (exclusive only xxx tickets available) § ½ day guided Winery tour Imagine…"
night in your choice of xx hotels (only those that meet the criteria) § Dinner at your choice of xx restaurants (Criteria can include Ont wine list and some farm-to-table menu) § Tickets to outdoor music festival § Backstage VIP reception (exclusive only xxx tickets available) § ½ day wine-wrap spa day Imagine…"
Two night in your choice of xx hotels (only those that meet the criteria) § Dinner at your choice of xx restaurants (Criteria can include Ont wine list and some farm-to-table menu) § Golf Lesson with golf/celebrity (exclusive only xxx tickets available) § 2 rounds of 18 holes and lunch from your choice of xx courses Imagine…"
§ Amazing Niagara experiences packaged together § Create a core experience to warp the package around § Industry must work together to develop visitor-‐centric packages § The experience must be perceived as good value for the money
Experiential Packages" MEDIA DATE CHANNELS Call-‐out TV September 9 – October 13 CFTO, Food N, W, CTV, etc… Call out to website for packages PRINT Week of August 12 Toronto Star, Globe & Mail Call out to website to book DIGITAL September 9 eBlast to 30K Website landing page Link to booking engine SEM September 9 – October 13 Google adwords Link to booking engine SOCIAL Week of August 12 Facebook sponsored ads Link to booking engine
Packages" Benefits $ Print distribuEon in GTA Market ✔ Package callout on TV adverEsing ✔ Logo presence on the FSI offer webpage ✔ Packaging prominence on the Booking engine (6 weeks) ✔ Social Media ✔ eBlast Presence to full database of 30K ✔
Experiential Packages" 1. Stakeholders partner together to develop packages that fit the Best-in-Class experience criteria 2. Packages submitted to TPN for selection 3. Best-bet, visitor-centric packages are selected 4. Photography with stakeholders is coordinated. Art-direction will follow the Niagara Canada brand and at the discretion of TPN. 5. Placement within the FSI be at the sole discretion of the TPN.
action to website & book TV Call to action to website & book FSI Call to action to website & book SOCIAL Call to action to website & book INTEGRATION: Niagara Experiential Packages "
Brainstorm with colleagues at your table to develop best-‐in-‐class package ideas § Is it something that can only be best experienced in Niagara? § Is it of a kind experience, so the consumer isn’t force to shop around for comparables? § Is it a ‘worth every penny’ experience? § Select one idea from your table that you will present to the group. § Share why your experience would be considered a best-‐in-‐class experience.
Work together and think about world-‐class packages. § Submissions will be due in June § Look out for our industry callout email Not on our mailing list? § Sign up today! www.niagarasrto.com
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