News for the Travel Trade

Transcript

1. The  Tourism  Partnership  of  Niagara   block   The  Tourism  Partnership   of  Niagara   News for the Travel Trade Niagara Falls Tourism April 3, 2012 1
2. The  Tourism  Partnership  of  Niagara   Synchronize our efforts!                    CTC              OTMP                RTO            DMOs & Sectors      Operators          All levels of government       CTC OTMPC RTO DMOs & Sectors Operators All levels of government Leverage Our Collective Resources 2
3. The  Tourism  Partnership  of  Niagara   Our Corporate Strategy §  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. §  Mission Enhance and grow a highly competitive tourism region through visitor-centric strategies. Build a strong relevant brand that maintains Niagara’s reputation as a world renowned destination for leisure and MC&IT travel. §  Mandate Provide leadership and coordination to attract more visitors, generate more economic activity and create more jobs across the Niagara region. 3
4. The  Tourism  Partnership  of  Niagara   Role – Tactics 4 TV   Radio   Magazine  Lure   OOH   Print  ads   Online   Social  media   PR   Media  rela@ons   Travel  trade   Email   Website   AEract  Blockbuster   Events     Support   Lead  
5. The  Tourism  Partnership  of  Niagara   Role §  Lead brand marketing §  Broadcast media §  Magazine lure §  OOH & transit §  Create packages and itineraries for target consumers §  Website §  Email §  Create common offers §  Advertising §  Website §  Attract blockbuster events 5
6. The  Tourism  Partnership  of  Niagara   Role – Markets 6 GTA   OEawa   Montreal   Western  NY   USA  mid  markets   USA  long  haul   Overseas       Support   Lead  
7. The  Tourism  Partnership  of  Niagara   Target Markets §  Core: GTA & NY state §  Empty nesters 45-64 yrs of age §  GenXers & Boomer couples with and without kids 35-54 yrs of age §  Travel agents, meeting & event planners, tour operators §  Investment: International markets in partnership with CTC, OTMPC and Tourism Toronto §  Key markets ie. UK, Germany and/or emerging markets such as China and India §  Air Canada feeder markets in Canada and the US §  Montreal and Ottawa 7
8. The  Tourism  Partnership  of  Niagara   Brand Strategy Domes&c   Interna&onal   Product   knowledge  &   visitor   engagement   Visitors  are  more   familiar  with  the  variety   of  our  products.  They   look  to  us  as  a  regular   des@na@on  for  quick,   restora@ve  getaways.   Visitors  to  North  America  make  it  a   point  to  see  the  wonder  and  beauty   of  Niagara  Falls,  without   understanding  that  the  Falls  are   just  one  part  of  what  makes  this   region  so  special.     Posi@oning   “Let’s  get  away”   “The  Falls  will  amaze  you.    Our   other  wonders  will  too.”   8 Niagara  Canada.    A  place  of  wonders  …  big  and  small.  
9. The  Tourism  Partnership  of  Niagara   TV •  Target by consumer segment (families, couples) •  Media Strategy: •  100 GRP weekly – :30 spots in highly targeted media with heavier :5 and :10 buys to reach our frequency goal •  CityTV, Global, CTV, CBC and Specialty Cable including Food Network, HGTV, W network, WNED
10. The  Tourism  Partnership  of  Niagara   Magazine lure §  Content (68 pages): §  Features Niagara Falls §  Niagara seasons §  Niagara discoveries (e.g. celebrity favourites, great drives, great trails, history & culture, food & drink) §  Departments (e.g. 5-minute Niagara guide, notables, consumer favourites from contest) §  Calendar of events §  Distribution (500k): §  Toronto Star §  Globe & Mail §  Montreal Gazette §  Some US
11. The  Tourism  Partnership  of  Niagara   Ontario Market OTMPC Partnership §  Print §  DPS. FP ad beside FP editorial in the Ontario Magazine §  455K copies §  Mobile §  Ontario Magazine tablet version – 4,000 downloaded to date §  PR push Ontario, Quebec, US §  ROP – Globe & Mail §  FP National edition, Saturday issue circ. 377,873 §  Digital §  Family fun calendar, Ontario’s Getaway Collections §  Year long on family website §  Consumer Event §  Booth at Dundas Square June 2012 11
12. The  Tourism  Partnership  of  Niagara   NYC - Conde Nast OTMPC Partnership §  Inclusion in a 6 page series insert: §  The New Yorker Circ. 1.1M §  Conde Nast Traveller Circ. 241K §  Bon Appetit Circ. 395K §  Architectural Digest Circ. 161K Distribution NY Metro only Total 8.2M impressions §  On Digital space in all these publications 12
13. The  Tourism  Partnership  of  Niagara   US Near Market OTMPC Partnership §  Radio §  :60 spot §  3 wk flights (May 7, June 11, July 16) at 175 GRPs each week §  Buffalo, Rochester §  Webisodes (3 for Niagara) §  Rotating Banner on Digital CBS channel §  Buffalo, Rochester, Syracuse, Cleveland, Detroit §  eBlasts 13
14. The  Tourism  Partnership  of  Niagara   TOGA §  $1M partnership §  Tourism Toronto §  OTMPC §  Greater Toronto Airport Authority (Pearson) §  Air Canada §  Digital marketing program in the US §  Drives to www.TorontoEscapes.com 14
15. The  Tourism  Partnership  of  Niagara   www.TorontoEscapes.com 15
16. The  Tourism  Partnership  of  Niagara   TOGA + N = TANGO §  6 month pilot (May to October) §  Soliciting packages from industry: §  Family: 1812 education, museums, bike trails, parks, Clifton Hill activities, Marineland, waterpark fun, and hotels. §  Couples & friends: wine tours, spa, great culinary, 1812 & museums, bike trails & rentals, theatre, casino, hotels and B&Bs. §  Wine & Culinary: wine tours, spa, great culinary, bike rentals, hotels and B&Bs. §  Outdoor Adventure: golf, great culinary, bike trails & rentals, Niagara Falls, Niagara gorge, hiking product, hotels and B&Bs. 16
17. The  Tourism  Partnership  of  Niagara   Overseas §  OTMPC & CTC partnerships §  UK spring program §  Discussing partnerships with OTMPC, Tourism Toronto and Ottawa Tourism §  Planning something in China 17
18. The  Tourism  Partnership  of  Niagara   Blockbuster Events 18
19. The  Tourism  Partnership  of  Niagara   War of 1812 Commemoration §  TV Spot dedicated to a 1812 theme §  Content direction to be educational family fun §  In rotation with other spots §  Dedicated/targeted buy – History channel, WNED §  In rotation with US radio spots §  Canada AM – recording live at Fort George on Friday June 15th §  School Board – inclusion in Fun Pass 19
20. The  Tourism  Partnership  of  Niagara   Jay Cochrane Skywalker §  June 29 – September 23 (daily shows at dusk) §  Walk between Skylon Tower and Hilton Tower 2 §  Media attention by domestic and international media with live broadcasts (US and China) §  Social media through Facebook and Twitter and blogging §  Mobile exhibit to travel across the region (3 meter wire set a foot off the ground allowing media and special guests an opportunity to try to walk on the same wire) 20
21. 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 21
22. The  Tourism  Partnership  of  Niagara   Where to get information §  Consumer website: visitniagaracanada.com §  Industry website: NiagarasRTO.com §  Email: Robin.Garrett@NiagarasRTO.com §  Twitter: @TPNCEO §  Phone: 905-328-1771 §  Address: 5881 Dunn Street, Niagara Falls §  Sign-up to receive our e-news at NiagarasRTO.com §  May 1st Stakeholder meeting … unveiling spring/ summer marketing plans 22