FEO Conference - Mar 2, 2012

Tourism Partnership of Niagara

Transcript

1. The Tourism Partnership of Niagara block The Tourism Partnership of Niagara CEO, THE TOURISM PARTNERSHIP OF NIAGARA Robin Garrett Animating a Destination with Blockbuster Events FEO Conference March 2, 2012
2. The Tourism Partnership of Niagara Ontario Ministry of Tourism Mandated Strategic Priorities  Working together … coordinating our efforts to maximize our resources  Setting standards … improving service quality and workforce training  Investing wisely … attracting investment, helping operators get access to capital, improving transportation infrastructure, investing in attractions, parks, trails and festivals & events  Reaching out … marketing strategically to target consumers, focusing on unique products, improving way-finding, increasing e-marketing and online booking 2
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4. The Tourism Partnership of Niagara Our Role  Develop the regional tourism strategy  Reach where others can’t reach  Build awareness  Broadcast media  Magazine lure  Out of home & transit  Create packages and itineraries for target consumers  Website  Email  Create common offers  Advertising  Website  Attract blockbuster events 4
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6. The Tourism Partnership of Niagara Product Development  Focus on region-wide “signature experiences” that motivate travel, build the brand and leave a legacy:  Wineries  Culinary  Cycling  Gardens  Blockbuster events 6
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8. The Tourism Partnership of Niagara Budget Allocation 2012/13 $3.5M 61% 20% 2% 1% 16% Marketing Programs Research Communications Administration 8 ⇒$425k for events
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10. The Tourism Partnership of Niagara TPN Blockbuster Event Criteria  Large scale blockbuster events with an operating budget of over $1M  National or international reputation that attracts significant media exposure with sufficient national and international prominence to draw tourists  Region-wide benefit (e.g. multiple locations across the region and/or large number of rooms required beyond the immediate vicinity)  Reaches our target audiences and markets  Builds the brand and leaves a legacy  Events in the shoulder season considered  Contingent on support from partners
11. The Tourism Partnership of Niagara Red Bull Crashed Ice 11 E 2011 nd TV) CANADIAN OUTCOMES 1,184 pieces of coverage Number of Media Impressions 86,627, 843 50,000 Visitors, $6.4M spending, 475M media impressions in 30 countries
12. The Tourism Partnership of Niagara Red Bull Crashed Ice Event  November 29 – December 1, 2012  “Ice cross downhill” high-octane sporting event (580 meter refrigerated track that weaves its way across and down Murray Hill and ending at Queen Victoria Park)  Part of a series that is also held in the Netherlands, Sweden, Minnesota and Quebec City  Estimated 50,000 visitors  $6.4 million in visitor spending  475 million media impressions across 30 countries  Broad appeal to Canadians (especially Quebecers), Americans and Europeans 12
13. The Tourism Partnership of Niagara 13 P MS 431 / C MYK (11/1/0/64) / RG B (106/115/123) P MS 186 / C MYK (0/100/81/4) / RG B (227/25/55) GranFondo Whistler … imagine Niagara Falls as the backdrop
14. The Tourism Partnership of Niagara GranFondo Event  September 2013  A long distance cycling event that welcomes professional, amateur, and recreational cyclists  5,000 riders  Attracts affluent consumers from our target markets in North America  Promotes our image as a cycling destination  Region-wide course  PR magnet for sports and mass media  Whistler economic impact $2.8M with 10,000 riders 14
15. The Tourism Partnership of Niagara WORLD GARDEN EVENT
16. The Tourism Partnership of Niagara The World Garden Event  2017 – A 150-day garden event celebrating Canada’s 150th birthday  Region-wide expo running from May to October featuring gardens, gardening, culinary, wine, music, culture and the arts  2.3 million visitors  $240 million in visitor spending  World comes to compete (international exhibitors)  Broad appeal to Ontario, Canada, US, and target overseas markets  Permanent enhancements to the host sites, including Niagara Parks Commission  Rejuvenated parks and green spaces across the region  New and enhanced pathways and bikeways  Growth for the region’s horticultural industries 16
17. The Tourism Partnership of Niagara block The Tourism Partnership of Niagara WAR OF 1812 COMMEMORATIVE EVENTS
18. The Tourism Partnership of Niagara Festival and Event Promotion  Recognize that many existing festivals and events across the region have the ability to draw significant traffic and benefit from additional promotion  Incorporate major festivals and events in our advertising e.g. Winter Festival of Lights, Ice Wine Festival, Grape & Wine Festival, Canal Days etc.  Promote “what’s on” on our website 18
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20. The Tourism Partnership of Niagara Call for opportunities  Post criteria for blockbuster events and links to Celebrate Ontario program and TEMP program on NiagarasRTO.com website  Invite festivals and events to provide information for our campaigns 20
21. The Tourism Partnership of Niagara block The Tourism Partnership of Niagara WHAT ARE YOU DOING THIS WEEKEND? visitniagaracanada.com