Building Signature Packages for Niagara Canada Advertising

Transcript

1. The  Tourism  Partnership  of  Niagara   EAT.   DRINK.   THINK.   BUILDING  SIGNATURE  PACKAGES   FOR  NIAGARA  CANADA   ADVERTISING  
2. Our Strategic Plan 2
3. The  Tourism  Partnership  of  Niagara   3 Our Vision Become 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.
4. The  Tourism  Partnership  of  Niagara   4 Our Mission Enhance 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.
5. The  Tourism  Partnership  of  Niagara   Corporate Strategies 5 Build 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
6. The  Tourism  Partnership  of  Niagara   6 Niagara Culinary Experiences §  YPartnership research identified culinary as our biggest product development opportunity §  Developed a strategy and action plan with help of Ontario Culinary Tourism Alliance (OCTA)
7. The  Tourism  Partnership  of  Niagara   Recommended Strategies
8. How we promote culinary & wine experiences 8
9. The  Tourism  Partnership  of  Niagara   visitniagaracanada.com – Experiences
10. visitniagaracanada.com – Dining & Food
11. visitniagaracanada.com – Dining & Food
12. visitniagaracanada.com – Dining & Food
13. visitniagaracanada.com – Dining & Food
14. visitniagaracanada.com – Dining & Food
15. The  Tourism  Partnership  of  Niagara   Niagara Travel Magazine – May 1st 15 Feature story
16. The  Tourism  Partnership  of  Niagara   1 6 Promoting Festivals & 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
17. The  Tourism  Partnership  of  Niagara   1 7 Seamless Reservation 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
18. Consumer Insight Research (OTMPC RTO Consumer Segmentation Research, TNS 2012) 18
19. The  Tourism  Partnership  of  Niagara   Perceptions of Niagara’s Core 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  
20. Top Activities while in Niagara GTA % Other Ontario % Quebec % US Nearby % Other US % Dining in fine restaurants 39 34 33 28 30 Shopping 37 35 33 34 26 Visiting casinos or other gambling 35 30 11 25 9 City sightseeing on your own 28 31 35 33 25 Visiting scenic landmarks 26 26 43 37 36 Visiting an amusement or theme park 15 16 29 17 26 Visiting wineries 15 16 16 13 9 Visiting small towns and villages 13 13 14 14 14 Attending theatre, concerts or dance shows 13 9 6 6 5 VFR (Net) 12 20 21 7 14 Visiting a garden attraction (e.g., Botanical gardens) 12 12 12 11 14 Visiting places of historical interest 11 13 20 20 20 Touring by car or RV 9 12 14 14 6 Visiting museums or galleries 8 9 20 14 15 Relaxing at a spa 8 6 10 10 7 Visiting nature parks 7 6 11 14 13 Visiting a zoo/aquarium 6 7 20 11 20 Boating/sailing 3 4 4 9 11 Hiking/climbing 3 4 4 6 11 Low High Very High
21. Top Attributes Scored by Visitors GTA Other Ontario Quebec US 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
22. “Table Stakes” And Drivers Of Engagement
23. The  Tourism  Partnership  of  Niagara   23 OTMPC/RTO  consumer  segmentaEon  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.
24. The  Tourism  Partnership  of  Niagara   24 OTMPC/RTO  consumer  segmentaEon  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.
25. The  Tourism  Partnership  of  Niagara   25 OTMPC/RTO  consumer  segmentaEon  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.
26. The  Tourism  Partnership  of  Niagara   26 OTMPC/RTO  consumer  segmentaEon  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.
27. The  Tourism  Partnership  of  Niagara   27 OTMPC/RTO  consumer  segmentaEon  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).
28. The  Tourism  Partnership  of  Niagara   What we know   §  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.
29. What we want to achieve
30. The  Tourism  Partnership  of  Niagara   Target  Markets     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.  
31. The  Tourism  Partnership  of  Niagara   Marketing Objectives §  Continue 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.
32. The  Tourism  Partnership  of  Niagara   MarkeEng  Strategies   MEET PARTNER CONNECT DISCOVER BRAND
33. The  Tourism  Partnership  of  Niagara   Strategies Create a desire 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
34. The  Tourism  Partnership  of  Niagara   Initiatives Dial  up  and  promote  Niagara  culinary  experiences   DISCOVER Engage visitors in a discovery experience of all Niagara’s diverse activities
35. The  Tourism  Partnership  of  Niagara   Initiatives Create  experienEal  markeEng  programs  for  region  parEcipaEon.     DISCOVER
36. The  Tourism  Partnership  of  Niagara   The  Tourism  Partnership  of  Niagara   Concept
37. IMAGINE…
38. The  Tourism  Partnership  of  Niagara   Imagine…" Arrive in Style: §  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)
39. The  Tourism  Partnership  of  Niagara   Epicurean Excitement: §  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) §  Meet & greet reception with chef celebrity (exclusive only xxx tickets available) §  ½ day guided Winery tour Imagine…"
40. The  Tourism  Partnership  of  Niagara   Top Chef: §  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) §  Tickets to outdoor music festival §  Backstage VIP reception (exclusive only xxx tickets available) §  ½ day wine-wrap spa day Imagine…"
41. The  Tourism  Partnership  of  Niagara   Swing & Savour: §  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…"
42. The  Tourism  Partnership  of  Niagara   Recipe for Success"   §  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  
43. The  Tourism  Partnership  of  Niagara   MEDIA PROPOSAL: 
 Niagara 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  
44. The  Tourism  Partnership  of  Niagara   PROPOSED BENEFITS:
 Niagara Experiential 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   ✔  
45. The  Tourism  Partnership  of  Niagara   PROPOSED PROCESS: 
 Niagara 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.
46. The  Tourism  Partnership  of  Niagara   Website SEM Call to 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 "
47. Over to You!
48. The  Tourism  Partnership  of  Niagara   Dream Big…"   §  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.  
49. Next Steps
50. The  Tourism  Partnership  of  Niagara   Industry Callout"   §  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