Canada 2020 Leveraging Canada’s Tourism Brand

Presented by Greg Klassen, SVP Marketing Canadian Tourism Commission for the Tourism Partnership of Niagara, May 1, 2012.

Transcript

1. 5/3/2012 1 Canada 2020 Leveraging Canada’s Tourism Brand Greg Klassen, SVP Marketing Canadian Tourism Commission 2 THE FORCES OF COMPLEXITY, GLOBALIZATION AND TECHNOLOGY ARE ACCELERATING CHANGE AND INCREASING VOLATILITY Jim Collins Great By Choice
2. 5/3/2012 2 THE POWER OF TOURISM ! Growth of global arrivals: • 25 million in 1950. • 935 million in 2010. • 1.6 billion by 2020. ! In 2010, Canada’s tourism sector contributed: • $73.4 billion in revenues to the Canadian economy • $29.3 billion to Canada’s GDP • $20.1 billion in government taxation revenues. ! Tourism marketing benefits other sectors, like trade and education. ! Tourism generates enormous secondary benefits for the economy and the employment of a country. 4 • Generate wealth for Canadians by stimulating demand for Canada’s visitor economy through effective tourism marketing supported by market research. CTC MANDATE • Roles-based return on investment (ROI) model: target long-haul, high-spending consumers who spend more and stay longer. • Provide leadership with representation in each of our 11 key markets with Canada’s tourism industry partners. OUR BUSINESS MODEL
3. 5/3/2012 3 5 OUR MARKETS ROLE OF DESTINATION MARKETERS IS TRANSFORMING • Emerging economies are investing heavily in tourism marketing (e.g. India, Turkey). • Internationally, progressive NTOs are re-vamping their models to be more efficient (e.g. VisitBritain, Tourism New Zealand, Tourism Australia). • Canadian marketing partners (i.e. PMOs and DMOs) are increasingly well-funded but focused on Domestic and Short Haul US markets. • BRAND USA
4. 5/3/2012 4 INTERNATIONAL TRAVELLERS’ AWARENESS • Travellers are more aware of countries rather than regions or attractions. Source: Global Tourism Watch, Unaided Destination Awareness (Harris/Decima 2010) 8
5. 5/3/2012 5 9 10
6. 5/3/2012 6 11 12
7. 5/3/2012 7 13 14
8. 5/3/2012 8 15 16
9. 5/3/2012 9 58% ROLE OF BRAND
10. 5/3/2012 10 CANADA NAMED #1 COUNTRY BRAND 20
11. 5/3/2012 11 TO CONVERSION WE NEED TO MOVE TRAVELLERS FROM AWARENESS 22 Understanding the Consumer’s Journey to Canada Are we spending our marketing money in all the right places?
12. 5/3/2012 12 THE PATH TO PURCHASE IS NO LONGER LINEAR AND REDUCTIVE 23 24 Two New Points of Contact: Exploration and Advocacy
13. 5/3/2012 13 25 Travellers around the world are telling us that they want to explore and live a life that’s less ordinary.
14. 5/3/2012 14 How to compete: Shift to crafting & delivering experiences What does this mean? ! Don’t market the “stuff”, sell the experience ! Shift from “me” to “we” ! Work to deliver on the destination promise ! Let your experience tell a piece of the destination story….and your customer will continue to tell that story for you
15. 5/3/2012 15 Niagara SEC Members • Extreme Canadian Icewine Experience: Inniskillin Icewine Tour and Tasting • View to a Thrill – Niagara Helicopters Limited • Niagara Falls up Close & Personal – Maid of the Mist. • A Look behind the Curtain – Shaw Festival • Journey behind the Falls – Niagara Parks Commission
16. 5/3/2012 16 31 Thank You KEEPEXPLORING.CA SHOWCASES TRAVELLERS’ JOURNEYS
17. 5/3/2012 17 Keep Exploring Websites Tactical Advertorial - UK
18. 5/3/2012 18 HELPING CLOSE THE SALE WITH TACTICAL MESSAGING USING THE INFLUENCERS
19. 5/3/2012 19 Trade Media Materials SOCIAL MEDIA: ENCOURAGE ADVOCATES TO GENERATE CONTENT…AND REWARD THEM FOR PARTICIPATING
20. 5/3/2012 20 Niagara Falls MC&IT partnerships ! ASAE Tradeshow - Dallas ! AIBTM Tradeshow - Baltimore ! IMEX Tradeshow - Frankfurt ! IMEX America Tradeshow – Las Vegas FAM tours to Niagara region ! January 2012 (International and US clients) ! April 2012 (clients from NY/Washington/Atlanta) WE REVIEWED CTC ASSETS AND CONTACTED PARTNERS, TOUR OPERATORS
21. 5/3/2012 21 THEN WE DID A TEST: 1 message on Facebook and Twitter asking our fans for photos from Niagara Falls.
22. 5/3/2012 22 THE RESULTS Market French German English Total Twitter 0 2 18 20 Facebook 25 64 21 110 Instagr.am 0 0 13 13 Total 25 66 52 143 STEP 2: SHOWCASING THE CONTENT
23. 5/3/2012 23 LAYOUTS WHAT ABOUT INSTAGR.AM CONTENT? Instagr.am content collected via #ExploreCanada is different from other UGC aside from the format (square) and aesthetic challenges that are posed (lenses). The very nature of the content is different: •It is continuously flowing like a feed. •It is primarily “now content.” •It is not really categorical.
24. 5/3/2012 24 INSTAGR.AM LAYOUTS Fam Invite -- France
25. 5/3/2012 25 Promotion Card -- Germany Australia ! Works with tour operators to feature NF itineraries ! Strong program of Fams, product manager visits, and industry collaboration ! Learning programs through Canada Specialist emphasis to encourage travel to the region
26. 5/3/2012 26 China ! Uses NF as primary images in agency trainings, media interviews, and coops. ! Included in many fam trip itineraries ! Negotiation with tour operators to feature NF as overnight stop in many itineraries India ! NF Tourism training – March 2012 tour operator front line staff – Mumbai/Delhi ! Tour operator inclusions with Toronto programs
27. 5/3/2012 27 Japan ! CTC investing in NF marketing though the Team Canada initiative ! All Japanese tour operators include NF in their packaging; Niagara appears in 54% of all tour operator brochured product Mexico Campaign 2011
28. 5/3/2012 28 Korea ! Hanatour Travel Exposition 2011– 4 Niagara partners; co-hosted dinner with Canadian Specialists and sales calls in Seoul ! FIT trade Fam – Sept 2011