and Positioning Strategy o Proprietary, primary marketing research; o Brand communications and product assessment; o Positioning and message strategy. X Phase 2: Blueprint Brand Identity, Graphics and Strategic Plan o Creative brief; o Visual identity, brand standards; o Tourism strategic development plan. X Phase 3: Brand Implementation and Enculturation Marketing Research and Brand Strategy 4
American TravelersSM subset analysis of ĂĚƵůƚƐ͞ŝŶƚĞƌĞƐƚĞĚŝŶǀŝƐŝƚŝŶŐEŝĂŐĂƌĂ&ĂůůƐ͖͟ X Industry stakeholder interviews; X Brand communications audit; X Qualitative focus group research; X Product assessment; X Positioning and concept statement; X Quantitative consumer survey and concept resonance test; X Visual Identity (consumer test); X Tourism Strategic Development Plan. Project Components 5
X Work together ʹ coordinate efforts to maximize resources; X Set standards ʹ improve service quality and workforce training; X Invest wisely ʹ attract investment, help operators get access to capital, improve transportation infrastructure, invest in attractions, parks, trails and festivals & events; X Reach out ʹ market strategically to target consumers, focus on unique products, improve way-‐finding, increase e-‐marketing. 10
Leadership Role Tourism strategy Regional goals Gap analysis Consumer/trade/group business Brand campaign Web portal Blockbuster events Nurture and grow partnership Effective governance X Support Role Attract investors in new product Enhance in-‐market transportation Way-‐finding and signage Sense of arrival, departure Sense of place-‐ unification Workforce development Visitor Center and kiosks 11
2010 Ypartnership Portrait of American Travelers Survey: X Profile of active leisure travelers; X HHI > $50,000 X Robust sub-‐sample (n=1002); X Incidence: 40% of American Travelers are ͞/ŶƚĞƌĞƐƚĞĚŝŶsŝƐŝƚŝŶŐEŝĂŐĂƌĂ&ĂůůƐ͖͟ 13
who are interested in Niagara Falls are: Married (71%); Working full-‐time (67%); ,ĂǀĞĂƚůĞĂƐƚĂďĂĐŚĞůŽƌ͛ƐĚĞŐƌĞĞ;ϱϱйͿ͘ X Just under half (45%) who are interested in Niagara Falls are Boomers (45-‐63 years of age), while nearly one-‐third (31%) are Xers (31-‐44 years of age). 14
a Destination* Interested in Niagara Falls % Beautiful scenery 89 ൪ Safety of the destination 86 ൪ Having just enough time to relax and unwind 85 ൪ A place I have never visited before 83 ൪ Security provided by the hotel or motel 75 ൪ Access to the Internet from hotel/motel or resort room 72 ൪ A beach experience 72 ൪ Has an all-‐inclusive vacation price 70 ൪ Architectural or historical sites 69 ൪ Has an all-‐inclusive resort price 68 ൪ Opportunity to eat different and unusual cuisines 67 ൪ A hotel/resort that offers special rates for children** 64 ൪ Ώ Denotes statistically significant differences from the active American leisure traveler at 95% confidence. * Does not equal 100% due to multiple responses. ** Asked among those who have children in their HH 17
Interested in Niagara Falls % Learn a new skill or activity 43 ൪ Snorkeling or scuba diving 43 ൪ A ƐŵĂůů͞ďŽƵƚŝƋƵĞ͟ŚŽƚĞůǁŝƚŚƵŶƵƐƵĂůĂƌĐŚŝƚĞĐƚƵƌĞŽƌĚĠĐŽƌ 41 ൪ Recreational boating 41 ൪ Option to attend a professional or amateur sporting event 39 ൪ ůŝĨĞƐƚLJůĞŚŽƚĞůůŝŬĞ͚t͟ 35 ൪ Bicycling trip through the countryside 34 ൪ Ability to participate in water sports (waterski, wakeboard) 33 ൪ White water rafting/Kayaking 32 ൪ Equestrian/Horseback riding 29 ൪ Fishing 27 ൪ Snow skiing/boarding 27 ൪ Ώ Denotes statistically significant differences between the active American leisure traveler at 95% confidence. * Does not equal 100% due to multiple responses. Snorkeling/Scuba (43%) Sporting event (39%) 18
Interested in Niagara Falls % Mountain biking 24 ൪ Playing tennis 23 ൪ Wind surfing/Kite surfing 21 ൪ A resort that offers Ă͞ĐůŽƚŚŝŶŐŽƉƚŝŽŶĂů͟ŽƌŶƵĚĞ recreation experience 19 ൪ A nude beach experience 16 ൪ Shooting/hunting 15 ൪ Bone fishing 13 ൪ Ώ Denotes statistically significant differences between the active American leisure traveler at 95% confidence. * Does not equal 100% due to multiple responses. Mountain biking (24%) 19
and Young Boomers (25-‐44), couples, young families; X Older Boomers and Young Matures (45-‐64), couples, empty nesters; X ͞'ĞƚĂǁĂLJŵĂƌŬĞƚ͖͟ X Ambiance seekers: relax/de-‐stress, natural beauty, fine-‐dining, wine, arts, romantic; X Domestic, U.S. and International: first timers, repeat visitors, bucket list travelers; X Regional and international markets, drive vs. fly; X HHI >$50,000, educated; X Professional meeting planners and delegates. 20
X Recognize the benefits of promoting the area as a region, rather than individual destinations; X ŐƌĞĞƚŚĂƚƚŚĞ͞EŝĂŐĂƌĂZĞŐŝŽŶŽĨĂŶĂĚĂ͟ŝƐŶŽƚ currently perceived to be a cohesive region; No clearly-‐formed image; X ŐƌĞĞƚŚĂƚƚŚĞƌĞŐŝŽŶ͛ƐĐŽƌĞŽĨĨĞƌŝƐƚŚĞ&ĂůůƐ͖ X Believe the Falls is always the reason for a first visit ʹ and that other offerings such as wineries and theater provide reasons to return; Others cite the casinos, wineries, and the Welland Canal as reasons for a first visit. 22
illustrating their ideal vacation itinerary to the Niagara Falls Region of Canada, respondents describe a much longer visit than the time the current actual stay: Starts with a trip to the Falls (e.g., Maid of the Mist, Clifton Hill, etc.); DĞŶƚŝŽŶ͞ĞdžƉůŽƌĂƚŝŽŶŽĨƚŚĞƉĂƌŬƐ͕͟͞ǀŝƐŝƚŝŶŐƚŚĞǁŝŶĞƌŝĞƐ͕͟͞ĚŝŶŶĞƌ and theater at Niagara-‐on-‐the-‐>ĂŬĞ͕͟͞ĂĚĂLJĂƚƚŚĞŚŽƌƐĞƌĂĐĞƐ͕͟͞Ă ŶŝŐŚƚĂƚƚŚĞĐĂƐŝŶŽƐ͕͟͞ĂǀŝƐŝƚƚŽŚŝƐƚŽƌŝĐƐŝƚĞƐĂŶĚƚŽƚŚĞtĞůůĂŶĚ ĂŶĂů͘͟ X ĞƐƉŝƚĞĚŝǀĞƌƐĞŽĨĨĞƌŝŶŐƐ͕ƚƌĂǀĞůĞƌƐĂƌĞƐƵƌĞƚŽĞdžƉĞƌŝĞŶĐĞĂ͞ŶĂƚƵƌĂůďĞĂƵƚLJ͟ wherever they go; X Travel experience depends in large part on the types of people visiting the area and their interests (e.g., singles, couples, seniors, interested in outdoors, etc.). 23
X Transportation within the region is a key issue ʹ need better infrastructure to transport people between the different areas; X EĞĞĚĨŽƌŵŽƌĞƐƵĐĐĞƐƐĨƵů͞ĐŽůůĂďŽƌĂƚŝŽŶ͟ďĞƚǁĞĞŶ different attractions and communities; X ͞^ĞƌǀŝĐĞ͟ĂŶĚ͞ĨƌŝĞŶĚůŝŶĞƐƐ͟ĂůƐŽĚĞƐŝƌĞĚʹ want guests to leave with a good feeling so that they will want to return; X ^ƵŐŐĞƐƚĞĚƚŽŝŶŝƚŝĂƚĞ͞ƐŽŵĞƚŚŝŶŐƚŚĂƚŚĞůƉƐĚƌŝǀĞ ƚŽƵƌŝƐƚƐƚŽƚŚĞĞŶƚŝƌĞEŝĂŐĂƌĂĂƌĞĂŝŶƚŚĞǁŝŶƚĞƌ͖͟ X ^ŚŽƵůĚĂůƐŽƚƌLJƚŽ͞ĐŽŶǀŝŶĐĞĨŽůŬƐƚŚĂƚǁĞƐŚŽƵůĚ ďƵŝůĚĂĨƵůůƐĞƌǀŝĐĞĞŶƚĞƌƚĂŝŶŵĞŶƚͬĞǀĞŶƚĐĞŶƚĞƌ͘͟ 24
of the area (e.g., ͞ƐŵĂůů pockets of unique experiences throughout the ƌĞŐŝŽŶ͕͟ ͞ƐŽŵĞƚŚŝŶŐ to do in every part of our community, and you wont see it anywhere else.͟Ϳ; X ͞EĂƚƵƌĂů ďĞĂƵƚLJ͟ and nature/environmental/outdoors experiences were also mentioned; X In addition, stakeholders mentioned the following features: Guests are always going to feel safe; Culinary; Wine and drinking; A relaxed vacation environment; Warmth and hospitality of the people make you feel at home. 25
X Diversity; X Lots to see and do; X Wineries; X Niagara-‐on-‐the-‐Lake; X Cuisine; X Shaw Theater; X History; X Natural beauty; X Showcasing itself. 26
service employees): Includes public transportation options, road signage, bicycle lanes. X Those in customer service positions lack pride in the region and eagerness to welcome visitors; X Missing cooperation among tourism and tourism-‐related organizations throughout the region ʹ all agree that until the players cooperate more consistently, the region will struggle to market effectively and/or with any critical mass; X No comprehensive brand strategy; X Pricing strategy/price gouging may have ŶĞŐĂƚŝǀĞůLJĂĨĨĞĐƚĞĚƚŚĞĂƌĞĂ͛ƐƌĞƉƵƚĂƚŝŽŶ͘ Destination Weaknesses 27
X Easy to tell the difference if you live in one or the other sides of the Falls; X ͞dŚĞƉĞŽƉůĞĨƌŽŵĂŶĂĚĂǁŚŽĂƌĞǀŝƐŝƚŝŶŐEŝĂŐĂƌĂŬŶŽǁǁŚĞƌĞƚŚĞLJĂƌĞ ŐŽŝŶŐ͖͟ X ͞ůŽƚŽĨƉĞŽƉůĞĂƐƐŽĐŝĂƚĞEŝĂŐĂƌĂ&ĂůůƐǁŝƚŚƚŚĞh͘^͕͟ĞƐƉĞĐŝĂůůLJ international visitors. 28
reluctant to specify a target visitor ʹ ƚŚĞLJĨĞĞůƚŚĞƌĞŐŝŽŶŝƐĨŽƌ͞ĞǀĞƌLJŽŶĞ͖͟ X Most agree the primary target is within driving distance, ƚŚŽƵŐŚƐŽŵĞĨĞĞůƚŚĞƌĞŐŝŽŶ͛ƐƌĞĂĐŚƐŚŽƵůĚďĞŐůŽďĂů͖ X No established psychographic profile, travel behavior profile, or consumer needs/wants; X Families appear to be a key audience; X Active vacationers are also a potential audience (biking, ŚŝŬŝŶŐ͕͞ƚŚĞĂƚŚůĞƚĞ͕͟ĞƚĐ͘Ϳ͖ X Older adults were also suggested ʹ lakes, casinos, Niagara-‐ on-‐the-‐Lake; X dŚĞ͞ƚŚĞĂƚĞƌĐƌŽǁĚ͕͟ƚŚĞ͞ǁŝŶĞĐƌŽǁĚ͕͛͞ƚŚĞŝŶƚĞƌŶĂƚŝŽŶĂů ǀŝƐŝƚŽƌ͕͟ĂŶĚ͞ƉĞŽƉůĞǁŚŽůŝǀĞŝŶůĂƌŐĞƵƌďĂŶĐĞŶƚĞƌƐ͘͟ 29
stakeholders feel there needs to be a better effort to encourage the ĚŝĨĨĞƌĞŶƚĞŶƚŝƚŝĞƐŝŶƚŚĞƌĞŐŝŽŶƚŽ͞ǁŽƌŬƚŽŐĞƚŚĞƌ͗͟ ͞tĞŚĂǀĞƚŽĚŽĂďĞƚƚĞƌũŽďǁĞĂǀŝŶŐƚŚĞŵĞƐƐĂŐĞƐĂŶĚƚŚĞŵĞƐ͖͟ ͞dŚĞƌĞŐŝŽŶŚĂƐŐŽƚƚŽĐŽŵĞƚŽŐĞƚŚĞƌĂŶĚĚĞƚĞƌŵŝŶĞǁŚĂƚƚŚĞŵĞƐƐĂŐĞŝƐ͘͟ X tĞĂŬƚƌĂŶƐƉŽƌƚĂƚŝŽŶ͞ŝŶĨƌĂƐƚƌƵĐƚƵƌĞ͟ǁĂƐĂůƐŽŵĞŶƚŝŽŶĞĚʹ difficult to travel without having access to a car; X ͞ŽƌĚĞƌ͟ŝƐƐƵĞƐǁŝƚŚƚŚĞŶĞǁĞƌƉĂƐƐƉŽƌƚƌĞƋƵŝƌĞŵĞŶƚ make it a difficult for U.S. citizens to come into Canada -‐ ͞ďĂƐŝĐĂůůLJĐƵƚŽƵƌďƵƐŝŶĞƐƐŝŶŚĂůĨ͖͟ X Securing funds to appropriately market the region; X So far, have not done a good job promoting the ĂƌĞĂ͛ƐŶĞǁĞƌĂƚƚƌĂĐƚŝŽŶƐ;͞ŐŽůĨ͕͟͞ǁŝŶĞ͕͟ĞƚĐ͘Ϳ͖ X ͞'ĞƚƚŝŶŐĂďƌĂŶĚŵĞƐƐĂŐĞŽƵƚƚŚĞƌĞĂŐŐƌĞƐƐŝǀĞůLJ͘͟ 30
stakeholders feel the passport requirement has a tremendously negative impact on business ʹ even more so than the weak U.S. economy; X Others (who most likely represented more upscale offerings such as Niagara on the Lake or wineries) feel the economy has had more of an impact on business: Their customers already had passports prior to the new requirement, but the weak economy and unfavorable exchange rates for the dollar was discouraging visitation. 31
Some stakeholders feel that fewer travelers were coming to Canada because of the lower value of the American dollar: Potential visitors have lost the perceived value; Becoming ͞ŵŽƌĞ aware of exchange rates and value for the dollar;͟ X Others mention that in addition to being a deterrent for Americans, the exchange rate is also cause for Canadians to drive across the border, spend their money in the U.S., and receive additional benefit on a strong Canadian dollar. 32
X The majority of stakeholders see value in having a common organization to promote the region: ͞dŚĞƌĞŶĞĞĚƐƚŽďĞĂůŽƵĚĂŶĚĐůĞĂƌ ŵĞƐƐĂŐĞƌĞƐŽŶĂƚŝŶŐ͖͟ ͞zŽƵ͛ǀĞŐŽƚƚŽŐĞƚĂůůŽĨEŝĂŐĂƌĂ͛Ɛ ĞĐŽŶŽŵŝĐĞŶŐŝŶĞƐǁŽƌŬŝŶŐƚŽŐĞƚŚĞƌ͖͟ ͞tĞŶĞĞĚĂƉĂƌĞŶƚďƌĂŶĚ͘͟ X Still, stakeholders do not think that potential visitors need to know that an organization of this type (will) exist; X Some fear that the history of Niagara is not promising ʹ ͞tĞĂƌĞũƵƐƚƚĞƌƌŝďůĞĐŽůůĂďŽƌĂƚŽƌƐ͖͟ ͞EŽƚǁŽƌŬŝŶŐƚŽŐĞƚŚĞƌŚĂƐďĞĞŶĂƉƌŽďůĞŵŝŶ ƚŚĞƉĂƐƚ͘͟ 33
Respondents cite Toronto, Quebec (including Montreal) and ƌŝƚŝƐŚŽůƵŵďŝĂĂƐĐŝƚŝĞƐǁŚŽĂƌĞĐƵƌƌĞŶƚůLJĚŽŝŶŐĂ͞ŐŽŽĚũŽď͟ with their image: ͞dŽƌŽŶƚŽŚĂƐĚŽŶĞĂǀĞƌLJŐŽŽĚũŽď͖͟͞/ƚŚŝŶŬdŽƌŽŶƚŽ ĚŽĞƐĂŐƌĞĂƚũŽď͖͟ ͞YƵĞďĞĐĚŽĞƐĂŶĂŵĂnjŝŶŐũŽďďƵƚƚŚĂƚ͛ƐďĞĐĂƵƐĞ ƚŚĞLJŚĂǀĞƐŽŵƵĐŚŵŽŶĞLJƚŽƚŚƌŽǁĂŐĂŝŶƐƚŝƚ͖͟ ͞YƵĞďĞĐŚĂƐĚŽŶĞĂǀĞƌLJŐŽŽĚũŽďŽĨƚĞůůŝŶŐƚŚĞŝƌ ƐƚŽƌLJ͙ŝƚƐƉĞĐŝĨŝĐĂůůLJĐŽŶŶĞĐƚƐŝƚ͘͟ X Florida (including Disney) and Australia were also mentioned: ͞,ŽǁĐĂŶLJŽƵĂƌŐƵĞǁŝƚŚŝƐŶĞLJ͍dŚĞLJŚĂǀĞŝƚĂůů͕ ƌĞĂůůLJ͘/ƚ͛ƐĨƌŽŵŵĂƌŬĞƚŝŶŐƚŚĂƚŝƚ͛ƐƚŚĞďĞƐƚƉůĂĐĞŽŶ ĞĂƌƚŚ͘͟ X The Eastern Provinces of Newfoundland and Labrador, Caribbean destinations and Rochester, New York also received nods. 34
of the competition, but mentioned Toronto most often: ͞ŝŐĐŝƚLJ͖͟͞^ŽŵƵĐŚƚŽŽĨĨĞƌ͖͟͞ŽŵƉĞƚŝƚŝŽŶĨŽƌƚŚĞĞŶƚĞƌƚĂŝŶŵĞŶƚĚŽůůĂƌ͘͟ X dŚĞ͞ĐŽƚƚĂŐĞƐ͟ĂŶĚDŽŶƚƌĞĂůǁĞƌĞĂůƐŽĐŝƚĞĚŽŶŶƵŵĞƌŽƵƐŽĐĐĂƐŝŽŶƐ͖ X A few times, other natural wonders such as the Grand Canyon, were mentioned; X Prince Edward County and Pickton ŵĂLJĂůƐŽĐŽŶƐŝĚĞƌĞĚĐŽŵƉĞƚŝƚŽƌƐƚŽEŝĂŐĂƌĂ͛Ɛ ͞ǁŝŶĞĐŽƵŶƚƌLJ͖͟ X Numerous others: Muskokas, Montreal, Ottawa, Quebec, Florida, Boston, New York City, Hershey, Cleveland, Buffalo, San Francisco, Finger Lakes, Lake Superior, the Rockies, etc. X Many do NOT consider the New York side of the Falls to be a serious competitor ʹ ƚŚĞLJďĞůŝĞǀĞǀŝƐŝƚŽƌƐƚŽƚŚĞƌĞŐŝŽŶƌĞĐŽŐŶŝnjĞƚŚĞƌĞ͛ƐũƵƐƚŶŽĐŽŵƉĂƌŝƐŽŶĂŶĚƚŚĂƚƚŚĞ Canadian side is far superior; Concerned, however, that Americans who have never been to the area perceive Niagara Falls as only a U.S. destination. 35
of stay ʹ will, in turn, increase long-‐term growth and profit; X Increase awareness of the many activities the region offers; X Increase the number of visitors to the region in general; X Increase repeat visitation ʹ especially in the off seasons; X Increase visitor spending; X Encourage unity among all the communities; X Focus on enhancing the visitor experience; X Expand marketing efforts: Reach more people; Generate interest in visiting; ͞ džƉĂŶĚ target and get the message out to the world again.͟ 36
the length of stay ʹ currently, visitors view Niagara as a one or two-‐day vacation; X Regional cooperation; X A better attitude from service personnel; X Attracting visitors in the off season: ͞tŚĂƚĚŽLJŽƵĚŽŚĞƌĞŝŶƚŚĞ ǁŝŶƚĞƌ͍͖͟͞tĞƌĞĂůůLJŶĞĞĚŵŽƌĞƐŽůŝĚ entertainment venues during off-‐ƉĞĂŬƐĞĂƐŽŶƐ͘͟ X Repeat visitation: ͞dŚĞƌĞĂƌĞƐŽŵĞǁŽƌůĚĐůĂƐƐĞdžƉĞƌŝĞŶĐĞƐƚŚĂƚĂƌĞƌĞƉĞĂƚĂďůĞ-‐ like ƚŚĞDĂŝĚŽĨƚŚĞDŝƐƚ͘͟ ͞tĞŶĞĞĚƚŚĂƚƌĞƉĞĂƚ͕ďƵƚǁĞũƵƐƚĚŽŶ͛ƚŚĂǀĞƚŚĞĨƌĞƋƵĞŶĐLJǁĞ ŶĞĞĚƌŝŐŚƚŶŽǁ͘͟ 37
activities; X The Falls; X dŽƵƌŝƐŵ/ŶĨƌĂƐƚƌƵĐƚƵƌĞ;Ğ͘Ő͕͘͞ĞƐƚĂďůŝƐŚĞĚ ĂƚƚƌĂĐƚŝŽŶƐ͕͟͞ĂůŽƚŽĨŚŽƚĞůƐ͕͟ĞƚĐ͘Ϳ͖ X Wine country ʹ ͞EŽƚĞǀĞƌLJďŽĚLJŚĂƐĂ robust, mature wine region right in their ďĂĐŬLJĂƌĚ͖͟ X ͞ƵůŝŶĂƌLJĐŽŵƉŽŶĞŶƚ͟ŽĨƚŚĞĂƌĞĂ͖ X ͞EĂƚƵƌĂůĞůĞŵĞŶƚƐ͖͟ X ͞,ŝƐƚŽƌŝĐĂůŶĂƚƵƌĞ͖͟ X Recreational trails, services, and bike paths that go for miles and miles. 38
Important for the different parts of the region to work together in a united effort: Need to agree on a common purpose, common vision. X Must communicate the wide variety of available activities and attractions, especially beyond the Falls; X Enhance customer service; X ͞ĞǀĞůŽƉĂƚƌĂŶƐƉŽƌƚĂƚŝŽŶƐLJƐƚĞŵƚŚĂƚǁŽƵůĚƚŝĞŝŶƚŚĞ ŶĂƚŝŽŶĂůƉĂƌŬƐǁŝƚŚƚŚĞƵƉƉĞƌĂƌĞĂƐĂďŽǀĞƚŚĞ&ĂůůƐ͖͟ X ͞/Ĩ/ĐŽƵůĚĚŽŽŶĞƚŚŝŶŐƚŽĞŶŚĂŶĐĞŝƚƐƌĞƉƵƚĂƚŝŽŶ͕ŝƚǁŽƵůĚďĞŚĂǀĞ all of the staff in the entire Region trained at Disney. We need to have ʹ as a region ʹ residents, businesses, workers, everybody, come to agreement that we are a tourism destination. We are performing a public service by preserving our history and our natural resources. By being stewards, we have a responsibility and ƉĂƌƚŽĨƚŚĂƚƌĞƐƉŽŶƐŝďŝůŝƚLJĐŽŵĞƐĚŽǁŶƚŽĚĞůŝŐŚƚĨƵůƐĞƌǀŝĐĞ͘͟ 39
X Diversity ʹ not necessarily ethnic diversity, but the idea that there is something here for everyone; X Big city amenities in a quality rural environment; X Excitement and entertainment; X ͞/ƚ͛ƐĂƉůĂĐĞǁŚĞƌĞĨĂŵŝůŝĞƐĂŶĚ non-‐families can experience urban ĂŶĚƌƵƌĂůƚŽŐĞƚŚĞƌ͖͟ X Fulfillment ʹ the visitor feels renewed, refreshed, invigorated, content; X Memorable. 40
X ͞/͛ŵĞdžĐŝƚĞĚĂďŽƵƚŝƚ͖͟ X ͞tĞĐĂŶĚĞƌŝǀĞĂůŽƚŵŽƌĞƐƚƌĞŶŐƚŚŝŶŽƵƌƌĞŐŝŽŶĨƌŽŵ ĐŽůůĂďŽƌĂƚŝŽŶ͖͟ X ͞/ĨǁĞŚĂĚƚŽĚŽŽŶĞƚŚŝŶŐ͕ŝƚǁŽƵůĚďĞďƌĂŶĚŝŶŐ͖͟ X ͞dŚĞƌĞŝƐŶŽƚĂůŽƚŽĨƉƌŝĚĞŝŶƚŚĞĂƌĞĂĨƌŽŵƚŚŽƐĞǁŚŽůŝǀĞŚĞƌĞ ŝŶǁŚĂƚƚŚĞLJĚŽ͘/ƚŝƐĂůǁĂLJƐĚŽǁŶƉůĂLJĞĚůŝŬĞ͚KŚƐƵƌĞ͕LJŽƵĂƌĞ creating more jobs by opening a new attraction, but those are ŽŶůLJƚŽƵƌŝƐŵũŽďƐ͛͘dŚŽƐĞĂƌĞ͚McJobs͕͛ƚŚĞLJĐĂůůƚŚĞŵ͕ƐŽƚŚĞƌĞ ŝƐŶŽƚĂůŽƚŽĨƌĞƐƉĞĐƚ͖͟ X ͞/͛ŵƚŚŝŶŬŝŶŐǁĞŶĞĞĚƚŽďĞĚŝĨĨĞƌĞŶƚ͙/ƚŚŝŶŬŝĨǁĞĚƌŝůůĚĞĞƉ ǁĞ͛ůůĨŝŶĚƚŚĂƚŽƵƌĚŝǀĞƌƐŝƚLJŝƐĂĐƚƵĂůůLJŝŶƚŚŽƐĞĂƌĞĂƐǁŚĞƌĞŽƵƌ ƉƌŽĚƵĐƚŽĨĨĞƌŝŶŐƐĂƌĞ͘dŚĞƌĞ͛ƐƉŽƚĞŶƚŝĂůďƵƚŝƚ͛ƐďĞĞŶůŝŶŐĞƌŝŶŐ͖͟ X ͞:ƵƐƚĂƐǁĞ͛ƌĞƚƌLJŝŶŐƚŽƌĞĚĞĨŝŶĞEŝĂŐĂƌĂĨƌŽŵĂŶĞĐŽŶŽŵŝĐ ƉĞƌƐƉĞĐƚŝǀĞ͕ǁĞŶĞĞĚƚŽƌĞĚĞĨŝŶĞEŝĂŐĂƌĂĨŽƌƚŽƵƌŝƐŵ͘͟ 41
its diversity of offerings, and that the biggest barrier to realizing its potential is the lack of cooperation: This diversity of offerings is both a strength and a challenge, and must be capitalized upon in marketing efforts; X Appears to be strong support for an umbrella organization to promote the EŝĂŐĂƌĂZĞŐŝŽŶŽĨĂŶĂĚĂ;ŝ͘Ğ͕͘ƚŚĞ͞ZdK͟Ϳʹ unity is key to success; X Greater need for marketing efforts to promote the region as a tourism destination and to increase awareness of activities/attractions (i.e., broaden the appeal of the entire region, not just the Falls); dŚŝƐƐŚŽƵůĚ͕ŝŶƚƵƌŶ͕ŚĞůƉŝŶĐƌĞĂƐĞǀŝƐŝƚŽƌƐ͛ůĞŶŐƚŚŽĨƐƚĂLJʹ the more visitors can do, the greater the likelihood that they will spend more time in the area; X Transportation is an issue that must be improved and overcome. 42
pepper sauce Over 100 years of heritage Unique intense concentration of ³heat in a bottle´ Benefits: Creates a sensory addiction Protects the user from bland food Target People who like to test themselves and their endurance Proud of their ability to withstand the intense heat of Tabasco Individualistic Brand Personality: So hot, it¶s cool Outwardly civilized, inwardly lethal Tabasco Brand Experience: Courage Under Fire dŚĞdŚƌĞĞ͛Ɛ͗ůĂƌŝƚLJ X A brand positioning statement makes the intended summation of brand strategy elements clear. 48
(Core) (Not for Everyone) X All destinations evaluated offer a diverse range of things to see and do, but some are more clearly anchored in a core image, promise, or target audience than others. X The learning from this audit highlights the importance of a fundamental requirement of marketing communications: the need for a clear position on what the brand represents and to whom it is offered. Niagara 51
this audit reviews: Search results and the messages they imply; Common keywords and phrases to describe or market the destination, pulled from destination websites, PR and/or ad campaigns; Communications and branding, including social and digital media. X Positioning for each destination is analyzed using a framework known as the ͞BARAMU͟ƌĞŐŝƐƚĞƌ͕ĂŶĚŝƚŚĞůƉƐŝĚĞŶƚŝĨLJĐĂƚĞŐŽƌLJƚƌĞŶĚƐĂŶĚŽƉƉŽƌƚƵŶŝƚŝĞƐ ďLJĞǀĂůƵĂƚŝŶŐĞĂĐŚĚĞƐƚŝŶĂƚŝŽŶ͛ƐƉƌŝŵĂƌLJĨŽĐƵƐ͗ BENEFITS: Rational and/or emotional benefits to the visitor; AWARENESS: Simply generating or growing awareness of a destination (its name, location); ROLE͗WƵƌƉŽƐĞƚŚĞĚĞƐƚŝŶĂƚŝŽŶƐĞƌǀĞƐŝŶƚŚĞǀŝƐŝƚŽƌ͛ƐůŝĨĞ͖ ATTRIBUTES͗^ƉĞĐŝĨŝĐĨĞĂƚƵƌĞƐǁŝƚŚĐůĞĂƌĐŽŶƐƵŵĞƌďĞŶĞĨŝƚƐ;Ğ͘Ő͕͘͞ĐůŽƐĞďLJ͟Ϳ͖ MENTAL SPACE͗͞ƚĞƌƌŝƚŽƌLJ͟ƚŚĂƚƚŚĞďƌĂŶĚŽĐĐƵƉŝĞƐ;Ğ͘Ő͕͘sĞŐĂƐсĂƉůĂĐĞ for indiscretion, Disney World = a world of magic); USER ATTITUDE: Image or attitude of the target visitor. 53
First result returned is Niagara Falls tourism. X ^ŝdžĚŝĨĨĞƌĞŶƚŽƌŐĂŶŝnjĂƚŝŽŶƐ͛ǁĞďƐŝƚĞƐĂƌĞ returned on the first page of results ʹ unclear ƚŽƚŚĞĐŽŶƐƵŵĞƌǁŚŽƚŚĞ͞ŽĨĨŝĐŝĂů͟ǀŽŝĐĞŽĨ Niagara is. X Impression is not of a destination, but rather of multiple competing draws within an area.
ͻ Couples, families, honeymooners, empty nesters, foodies; X What: ͻ Falls, casino, nightlife, family adventure, outdoor adventure, fine dining, golf courses, spas, wine country, water parks, theatre, maple syrup farm, festivals, shopping, cycling, butterfly farm, nature trails, historical sites, day spas, fishing, theme parks, water parks; ͻ Multitude of attractions, dining, and entertainment options; X Descriptors: ͻ World class, easy to get to, fun, best of old and new, exciting; ͻ Enticingly close, surprisingly diverse, totally original. 57
is promoting a disparate collection of activities to a wide variety of visitor types (based on demographics and special interests). There is little in the way of user imagery, benefits, or other intangibles to pull these offerings together. The destination is still to some degree anchored in the core offering of the Falls, but is obviously insistent that there is so much more to the region that just the Falls. Benefits Awareness Role Attributes Mental Space User Attitude Niagara 58
ͻHoneymooners ͻEmpty nesters ͻFoodies For Whom: ͻFalls, casino, nightlife, family adventure, outdoor adventure, fine dining, golf courses, spas, wine country, theatre, maple syrup farm, festivals, shopping, cycling, butterfly farm, nature trails, historical sites, day spas, fishing, theme parks, water parks. What: ͻWorld-‐class ͻEasy to get to ʹ enticingly close ͻBest of old and new ͻExciting ͻSurprisingly diverse ͻTotally original Descriptors: 59
Niagara region promotes a disparate collection of activities to a wide variety of visitor types (based on demography and special interests); X There is little in the way of user imagery, benefits, or other intangibles to pull these offerings together; X The destination is still anchored to the core offering of the Falls, but is insistent that there is much more to the region. 60
Consumers choose destinations for a compelling core reason first ʹ then they look for lots to see and do; X ĞƐƚŝŶĂƚŝŽŶƐŶĞĞĚƚŽŵĂŬĞŝƚĞĂƐLJĨŽƌĐŽŶƐƵŵĞƌƐƚŽƌĞĐŽŐŶŝnjĞƚŚĂƚ͞LJĞƐ͕ƚŚŝƐ ŝƐĂƉůĂĐĞĨŽƌƉĞŽƉůĞůŝŬĞŵĞ͖͟ ĞŝŶŐĨŽƌ͞ĞǀĞƌLJŽŶĞ͟ĂĐƚƵĂůůLJŵĂŬĞƐŝƚŚĂƌĚĞƌĨŽƌŝŶĚŝǀŝĚƵĂůƐƚŽƐĞĞ themselves there; X Among this competitive set, only New York has a well-‐established campaign theme ʹ an opportunity to stand out with a consistent tagline, campaign and message; X DŽĚŝĨŝĞƌƐ;ƐƵĐŚĂƐ͞ǁŽƌůĚĐůĂƐƐ͕͟͞ĞdžĐŝƚŝŶŐ͕͟ĂŶĚ͞ĨƵŶ͟ͿĂƌĞƵďŝƋƵŝƚŽƵƐ͘dƌƵůLJ spectacular destinations are less likely to use these types of descriptions. 61
why travelers select vacation destinations; X Perceptions of Niagara Canada as a vacation destination, knowledge of the destination; X The ideal Niagara vacation experience; X Perceptions of Niagara Canada versus Niagara U.S.; X Familiarity with and perceptions of Niagara Canada destinations; X Perceptions of and interest in primary competitors. 63
and attractions Amusement/water parks, biking, hiking, tennis With Kids Look for relaxation Spa, winery tours, golf courses, night life Without Kids Price Value History Culture Beach Security Nice restaurants Accommodations Warm weather Awe-‐Inspiring X The most important reasons why Niagara travelers selected specific vacation destinations varied among those with children and those without children, but select attributes existed across all four focus groups. Great War Memorial, Niagara Falls 64
NY/NJ Broader Niagara Region: Butterfly Conservatory, Great Wolf Lodge, wine country, nature, Niagara-‐on-‐the-‐Lake ʹ generally quite positive associations Beautiful scenery, natural, very pretty, scenic beauty Good for both families and couples ͞,ŝƐƚŽƌŝĐ͕͟͞ďƌĞĂƚŚƚĂŬŝŶŐ͕͟ ͞ƌŽŵĂŶƚŝĐ͕͟͞ĐůĞĂŶ͕͟ ͞ĞĚƵĐĂƚŝŽŶĂů͟ Attracts people from all over the world Clifton Hill: wax museums, haunted houses, casino, IMAX, entertainment, nice restaurants, Maid of the Mist) ʹ ƉĞƌĐĞŝǀĞĚĂƐ͞ƚŽƵƌŝƐƚLJ͟ĂŶĚ͞ƚĂĐŬLJ͟ due to the high count of souvenir shops Maid of the Mist, Ferris Wheel, gambling Boring, over-‐inflated prices, too busy, tough to find parking Entrance to Canadian ƐŝĚĞŝƐ͞ĐĂŵƉLJ͟ Once-‐in-‐a-‐lifetime͙ŵĞĂŶŝŶŐLJŽƵ͛ůů only want to visit once! Negative view of the American side of the falls X In general, travelers from Toronto were more familiar with the greater Niagara area; X Metro NY/NJ mostly ĂƐƐŽĐŝĂƚĞĚ͞EŝĂŐĂƌĂ͟ with the Falls; X Both groups agreed that the Canadian side is pretty and clean, and the American side needs more work; X Consensus that after you go to the &ĂůůƐŽŶĐĞ͕LJŽƵ͛ǀĞ ͞ƐĞĞŶŝƚĂůů͘͟ (Negative) (Positive)
MENTIONED TORONTO METRO NY/NJ Quick getaway trip Good weather/no snow Visit on the spur of the moment (not a lot of pre-‐planning) Safe See the Falls See nature Relax Relax Reasonable prices Clean air Quick (i.e., an easy drive) Clean water Clifton Hill area activities Experience local culture dŚĞ͞&ĂůůƐ͟ Vineyards/ Wineries Niagara-‐on-‐ the-‐Lake 19 14 13 # of Mentions
Level of knowledge about the Niagara Region of Canada Toronto Respondents Metro NY/NJ Respondents X When travelers think about EŝĂŐĂƌĂ͕ƚŚĞLJƚŚŝŶŬĂďŽƵƚ͞ƚŚĞ &ĂůůƐ͘͟ X General lack of understanding of elements and assets included in the Niagara Region of Canada among respondents from Metro NY/NJ. X Important to broaden the appeal and length of stay: Let people know! And promote other attractions and activities: Niagara-‐on-‐ the-‐Lake, wine country, parks, etc. 67
g e s t o C o n s i d e r dŚĞƌĞŐŝŽŶŝƐŵŽƌĞƚŚĂŶƐŝŵƉůLJ͞ƚŚĞ&ĂůůƐ͘͟ Offers a wide variety of activities for all ages: Butterfly Conservatory, water parks, wineries, casinos, shopping, etc. Ability to have a longer stay or full vacation in the ƌĞŐŝŽŶ;ŝ͘Ğ͕͘ŵŽƌĞƚŚĂŶũƵƐƚĂ͞ǁĞĞŬĞŶĚŐĞƚĂǁĂLJ͟Ϳ͘ Proximity to Toronto (e.g., an easy drive) and access from the United States ʹ specifically, the ease of travel to Canada. Incentives and offers to generate interest: Gas cards, free night stays, discounts to attractions, ͞ƉĂĐŬĂŐĞĚĚĞĂůƐ͘͟ 68
observations made on Ypartnership visits during March and April 2011; X Traveled to every key city and town in the region; X Opinions from visitor and potential visitor perspectives; X Assessment feedback is about region as a whole ʹ not any one entity, organization or municipality. 70
Attribute Interested in Niagara Falls % Beautiful scenery 89% * Safety of the destination 86% * Having enough time to relax 85% * A place I have never visited before 83% * Security provided by hotel 75% * Beach experience 72% * Visiting architectural or historical sites 69% * Hotel w/ kids club or other organized family activities 59% * Shopping 58% * Nightlife and live entertainment 53% * Going to theme parks 52% * Attending performing arts 46% * Hiking / outdoor adventure 48% * Biking trips through countryside 34% * Golf 25% * * Denotes statistically significant, higher difference when compared to responses from qualified travelers who are not interested in Niagara Falls ͞ĞƐŝƌĂďůĞ͟ƌĞƉƌĞƐĞŶƚƐƚŽƉƚǁŽďŽdžƐĐŽƌĞŽŶĂƐĐĂůĞŽĨŽŶĞƚŽĨŝǀĞǁŚĞƌĞŽŶĞĞƋƵĂůƐ͞ŶŽƚĂƚĂůůĚĞƐŝƌĂďůĞ͟ĂŶĚĨŝǀĞĞƋƵĂůƐ͞Ğxtremely desirable 71
very well relative to top competitors on fundamental product features: ͻ Natural/scenic beauty; ͻ Safety; ͻ Security; ͻ Cleanliness; ͻ Relaxing environment. X The most unique and differentiating product feature is obviously the Falls. ͻ Renowned natural wonder that cannot be imitated. 72
experiences in the region generally fall into the 2-‐ to 3-‐star level of quality: ͻ However, higher quality experiences are also available in some product categories; ͻ Outside the actual Falls, there are few individual experiences that clearly outperform top competitive destinations; X Product variety is often cited as a key strength by stakeholders: ͻ Many options available; however, this can make a singular, unifying message challenging. 73
ƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͛ƐƌĞůĂƚŝǀĞ superiority compared to benchmarks for the competitive category. X Conformance Quality ƉƌŽĚƵĐƚŽƌƐĞƌǀŝĐĞ͛ĐŽŶƐŝƐƚĞŶƚ͕ reliable compliance with its own stated objectives and standards. 74
X The actual Falls and related experiences not assessed; Only attributes that impact strategy are considered; X Ratings expressed as a value, however: Not truly quantitative, statistical, or mathematical; Positive midpoint; Purpose of ratings is to help stakeholders and decision makers leverage top competitive strengths. 75
Based on Ypartnership observations and comparisons to well-‐known destinations. 5 2 3 4 1 TRULY SUPERB, UNQUESTIONABLY SUPERIOR EXCELLENT GOOD ACCEPTABLE POOR, NON-‐COMPETITIVE 76
of arrival at all locations; X ͞ŽŶŶĞĐƚĞĚŶĞƐƐ͟ʹ Improve navigation; X ͞ZĞƉĞĂƚĂďŝůŝƚLJ͟ʹ Why should a guest return? X Service Quality ʹ Anticipate guest needs rather than just react to guest requests; X Service Pride ʹ Have a love for the destination; X Enjoyable, regardless of weather conditions; X Nightlife and entertainment; X ǀŽŝĚƉĞƌĐĞƉƚŝŽŶƐŽĨ͞ƐŚLJƐƚĞƌ-‐ŝƐŵ͟ŝŶƐĞůĞĐƚ areas (e.g., parking) in Niagara Falls. Welcome to Niagara! 78
Evaluating the recently proposed large theater is outside the scope of our work; X Still, we do see probable benefits due to a ƚŚĞĂƚĞƌ͛ƐƉŽƚĞŶƚŝĂůƚŽĂĚĚƌĞƐƐŬĞLJƉƌŽĚƵĐƚ opportunities by possibly improving: Ability to enjoy despite weather; Night life and live entertainment; Repeatability. X Would also accelerate need to address navigation and parking issues in Niagara Falls. 79
More than a collection of municipalities; X Strength is in potential to bundle ĞdžƉĞƌŝĞŶĐĞƐďLJƚƌĂǀĞůĞƌƐĞŐŵĞŶƚƐ͛ŶĞĞĚƐ and desires; X Organizations and companies should view themselves as collaborators more than solely competitors; Co-‐ĚĞƉĞŶĚĞŶƚŽŶĞĂĐŚŽƚŚĞƌ͛Ɛ success on one level, while still competing at another level. 80
than the Falls, not listed in any particular order of importance X The Falls: Global icon ʹ includes parks service, boat and helicopter tours, etc; X Other public parks and recreation, including beaches; X Clifton Hill area activities (i.e., not the Falls, casinos, or meeting space); X Fallsview area activities and shopping (i.e., not the Falls, casinos, or meeting space); X Convention center; X Gaming, casinos and horseracing; X Attractions and water parks (gated); X Golf and other outdoor sports and recreation; X Theater; X Wineries; X Festivals and events. 81
Use strategic asset categories for prioritizing marketing and trade initiatives for the entire region; X Provide support in terms of encouraging businesses to work together to bundle products and services; X Can be done in close coordination with Niagara Falls Tourism or other governmental ĂŐĞŶĐŝĞƐ͛ĞĨĨŽƌƚƐ͘ 82
Investment X Establish a concrete sense of arrival at each key entrance; X Consider a thematic look and feel for the entire region; X Improve navigation and signage for auto arrivals, especially within Niagara Falls; X Work to make parking options clear and helpful; X Create enclosed walkways, bridges, etc. and/or enhance transportation to facilities that are not weather-‐dependent (e.g., the convention center), in order to allow for enjoyment despite poor weather. 83
enculturation and other business support programs that: Promote great pride in the region and encourage locals to visibly share that pride; Demonstrate and teach local service staff and business owners how visitors perceive great service as opposed to simply acceptable service. 84
promote existing/new strategic assets; X New product ʹ Niagara ʹ is unique and galvanizing; X Visitor center(s)/ kiosks ʹ IMAX, history, info; X Pre-‐packaged group/ driving/walking tours; X Way-‐finding and signage; X Transportation alternatives, trail systems; X Blockbuster event(s); X Promotion ʹ website, phone and tablet apps; X Lodging product ʹ mid-‐scale. 85
to take a mini-‐getaway/escape; X More likely to have taken a last-‐minute trip; X More interested in a wider range of activities, especially outdoor activities, museums, shopping, relaxing; X Tend to be younger, mid-‐market travelers. 87
frequently (over)used promise; ͻ Consumers choose destinations for a compelling core reason first, then look for lots to see and do second. X To attract visitors, destinations need to make it easy for consumers to recognize that ͞yes, this is a place for people like me.͟ Offering ͞something everyone͟ makes it harder for individuals to see themselves there. 88
to increase visitation during the shoulder and off seasons ʹ we͛re not targeting the week-‐ long family summer vacation; X The destination is diverse in its offering, but consistently delivers to a mid-‐market traveler (demographically and/or psychographically); X The region is small enough to enable easy access to all offerings. 89
to experience as much as they can; X Sometimes they travel with their kids. Sometimes they don͛t. They take about 4 leisure trips a year, and spend about $3,700 annually on vacations, which makes them just above average. Most of them have an average annual HH income between $50,000 and $99,999 (U.S.); X There͛s a lot that they want to see and do: ͻ They thrive off of new experiences, places and people; ͻ They͛re especially into active and outdoor adventures; ͻ They like short trips and spontaneous getaways ʹ they͛re not going to wait all year just for one long vacation; ͻ It͛s easy to lose their attention ʹ they can͛t resist the siren͛s call, so whoever calls the loudest and the longest is likely to lure them. Consumer Target Profile 90
͞getaway͟ allows the brand to move into more emotional territory, representing to targeted consumers the distinct role the destination can play in their lives on multiple occasions. The many attributes of the destination serve as the rationale for the positioning strategy. Benefits Awareness Role Attributes Mental Space User Attitude Niagara Niagara: A Getaway 91
mindset of the targeted traveler; X Getaway represents an appropriate business goal ʹ increasing length of stay to one or two nights (not four or five); X Getaway encourages repeat visitation as it meets an ongoing needs/wants of the traveler; X Getaway provides a consistent reason for the region to promote all of its strategic assets ʹ ͞Niagara is a (fill in strategic asset here) getaway.͟ 92
the primary asset (The Falls) while encouraging visitors to discover the wide array of other reasons to visit the Niagara Region of Canada: Wonders Beyond The Falls 93
X Derived from an array of brand characteristics: Presence of the Falls as a natural driving force; Elements of fun and excitement ĞdžƉƌĞƐƐŝŶŐEŝĂŐĂƌĂĂŶĂĚĂ͛Ɛ personality; Awe-‐inspiring, vibrant, energetic, free flowing nature based destination. X Fun and expressive elements cascade beyond the mystical and mesmerizing thundering water ƚŚĂƚŝƐŽŶĞŽĨĂŶĂĚĂ͛ƐŐƌĞĂƚĞƐƚǁŽŶĚĞƌƐ͖ X Pay tribute to Canada and what the Canadian side of the Falls and beyond has to offer. 94
Triangle Brand Essence ͞tŽŶĚĞƌƐ Beyond The &ĂůůƐ͟ Personality Unfussy, relaxed Emotional Benefits Sense of Discovery Functional Benefits Something for many types; never the same trip twice Features Quaint towns, parks, beaches, Fallsview shopping, casinos, horse racing, golf, outdoor sports and recreation, theater, wineries, Clifton Hill, water parks, festivals, history. 95
the region and its assets; X Emphasizes diversity of strategic assets; X Encourages adoption of the region as a ͞regular͟ getaway destination; X Illustrates how the ͞getaway͟ concept can extend to the convention center and the MC & IT segment (not for consumer testing). 96
a regular destination for quick, restorative getaways, then the Niagara region of Canada is the perfect place for you. dŚĞEŝĂŐĂƌĂƌĞŐŝŽŶŝƐƐŵĂůůĞŶŽƵŐŚƚŚĂƚŝƚ͛ƐĞĂƐLJƚŽďĞĨĂŵŝůŝĂƌĂŶĚĐŽŵĨŽƌƚĂďůĞŚĞƌĞ͕ ďƵƚŝƚ͛ƐĚŝǀĞƌƐĞĞŶŽƵŐŚƚŽŽĨĨĞƌĂǀĂƌŝĞƚLJŽĨĞdžƉĞƌŝĞŶĐĞƐ͘ There are quaint towns and monumental Niagara Falls, parks, beaches, Fallsview shopping, casinos and horseracing, golf, outdoor sports and recreation, theater, and wineries. tĞ͛ůů probably have a festival or two going on, too. /ĨLJŽƵ͛ǀĞŐŽƚŬŝĚƐŝŶƚŽǁ͕ƚŚĞLJ͛ůů appreciate Clifton Hill merriment and water parks. Of course, you can also pick your favorite hotel or B&B, your favorite restaurant, your favorite winery, and your favorite park and just stick with those experiences. Either way, the Niagara region will feel like home ʹ without the chores. Domestic Market Concept Statement EŝĂŐĂƌĂĂŶĂĚĂ͗͞zŽƵƌ'ĞƚĂǁĂLJWůĂĐĞ͟ 97
it a point to see the wonder and beauty of Niagara Falls, but the Falls are just one part of what makes this region of Canada so special. The Niagara region of Canada is a perfect place to explore after you have marveled at the majesty of the Falls. Spend a few more days and enjoy the serenity of our natural parks. Sip your way through a tour of our renowned wineries. Enjoy a lazy stroll through quaint towns or just watch the ships travel through the Welland Canal. Take in a play at the Shaw Festival in Niagara on the Lake, or try your luck in one of our two ĞdžĐŝƚŝŶŐĐĂƐŝŶŽƐŽƌĂƚƚŚĞ&Žƌƚ ƌŝĞƌĂĐĞƚƌĂĐŬ͘ŚĂŶĐĞƐĂƌĞǁĞ͛ůůƉƌŽďĂďůLJŚĂǀĞĂĨĞƐƚŝǀĂů ŽƌƚǁŽŐŽŝŶŐŽŶ͕ƚŽŽ͘ŶĚŝĨLJŽƵ͛ǀĞŐŽƚŬŝĚƐŝŶƚŽǁ͕ƚŚĞLJ͛ůůĂƉƉƌĞĐŝĂƚĞƚŚĞůŝĨƚŽŶ,ŝůů attractions and water parks. The Niagara Region of Canada: the wonder of the falls is just the beginning. International Market Concept Statement EŝĂŐĂƌĂĂŶĂĚĂ͗͞dŚĞ&ĂůůƐtŝůůŵĂnjĞzŽƵ͘KƵƌKƚŚĞƌtŽŶĚĞƌƐtŝůůdŽŽ͘͟ 98
Provisions X On-‐going marketing research; X New brand identity; X Advertising (both offline and online); X Promotion marketing program; X Web site and smart phone/tablet applications; X Packages and retail marketing; X Printed and online versions of the Visitor Guide; X Sales collateral; X Tour and travel sales staff and convention sales staff. 100
Provisions X It is important for the TPN to develop and maintain a communications program that touches consumers at every stage of the purchasing continuum; X Expand national and international marketing efforts and partner with sister RTO in Toronto, OTMPC and CTC and mount co-‐marketing efforts in select domestic, U.S. markets and international markets. 101
Become a destination of choice ʹ leisure, group conferences; X Coop programs ʹ traditional, non, digital, to build awareness; X Generate partner revenue for coop programs; X New brand positioning platform and marketing strategy; X Grow relationships with airline and airport partners ʹ attract additional scheduled airline service; X Vertical and niche marketing programs and events; X Leverage provincial marketing efforts ʹ CTC, OTMPC. 102
X Unique destination that offers an array of amenities, attractions and ǀĂƌŝĞƚLJŽĨ͞'ĞƚĂǁĂLJ͟ĂŶĚ͞ĞLJŽŶĚƚŚĞ&ĂůůƐ͟ĞdžƉĞƌŝĞŶĐĞƐƚŚĂƚƌĞĨůĞĐƚ eclectic spirit of its communities; X Place to visit/stay for more than one day; X Communicate regional diversity, encourage community visitation; X Domestic: Niagara Canada: Your Getaway Place!; X International: Niagara Canada: The Falls Will Amaze You. Our Other Wonders Will Too! 103
overnight visitors from regional markets; WĞŶĞƚƌĂƚŝŽŶŽĨƚŚĞĚŽŵĞƐƚŝĐĂŶĚh͘^͘͞ŐĞƚĂǁĂLJ͟ŵĂƌŬĞƚƐ͖ Number of municipalities/communities visited; Length of overnight stay and spend; Number of international visitors from key origin markets who stay in overnight accommodations. Destination Marketing Strategy -‐ Objectives 104
X /ƐƐƵĞ͗͞ŽŶ͛ƚƵŶĚĞƌƐƚĂŶĚǁŚĂƚƚŚĞƌĞŝƐƚŽĚŽ ďĞƐŝĚĞƐƚŚĞ&ĂůůƐ͖͟ X Assembly, packaging, promotion of information; X Development and promotion of tours ʹ Within and to Niagara; X Pocket and visitors guide; X Visitors center and kiosks; X Invest in Web portal ʹ Window to the World 105
X TPN Marketing Committee and Travel Industry Sales; X Drive Markets (4 hour radius); Shoulder (Spring) and Winter Getaway Campaigns; Saturate drive market smart messaging, motivating deals; Special Events: Festival of Lights, Shaw, Canada Day, Pumpkin Festival; X Airline Feeder Markets (BNIA and Toronto Intl); Air service development, niche/vertical marketing; Expanded National/Intl marketing: Toronto 30 city, CTC, MTC; X Meetings and Conventions ʹ Conference center, missions, FAMs, tradeshows, events. 106
and hotel bookings through targeted press coverage; X WŽƐŝƚŝŽŶŝŶŐ͗EŝĂŐĂƌĂĂŶĂĚĂ͛ƐƉƵďůŝĐƌĞůĂƚŝŽŶƐĞĨĨŽƌƚƐƐŚŽƵůĚƌĞŝŶĨŽƌĐĞƚŚĞ ŵĞƐƐĂŐĞĂŶĚƉŽƐŝƚŝŽŶŝŶŐƚŚĂƚƚŚĞĚĞƐƚŝŶĂƚŝŽŶŝƐĂŐƌĞĂƚƉůĂĐĞƚŽ͞ŐĞƚĂǁĂLJ͘͟ ͻ Niagara Canada is a fun destination that offers excellent value; ͻ /ƚŚĂƐ͞tŽŶĚĞƌƐĞLJŽŶĚƚŚĞ&ĂůůƐ͖͟ ͻ dŚĞƌĞŐŝŽŶ͛ƐďĞĂƵƚLJƌŝǀĂůƐƚŚĂƚŽĨƚŚĞhƉƐƚĂƚĞEzĂŶĚŽƚŚĞƌƉĂƌƚƐŽĨ Eastern Canada, yet Niagara Canada is affordable and convenient to visit; ͻ In addition to the awesome natural wonder of the Falls, visitors here enjoy world-‐class accommodations, shopping, dining, championship golf, spas, and eco and family attractions; ͻ From natural beauty to recreation and entertainment, Niagara Canada has everything travelers are seeking, all within easy reach. 107
X Affinity Groups; X Experiential Categories; X Meetings and Group Travel; X Sports Marketing; X Individual Media Outreach and Media Relationships. Public Relations 108
X News and industry press on newsworthy developments; X Personal contact with key trade press media major markets; X Monitor special section/thematic opportunities, editorial topics; X Monitor editorial tip sheets; X Utilize research to identify trends and stimulate editorial content; X Media FAM trips; X Handle press inquiries; X Promote Niagara in key travel and leisure press ʹ wine etc.; X Press kit and crisis management program. Public Relations ʹ Key Services 109
compatible media partners; ͻ Partner-‐funded consumer promotions: 10 to 1 ROI; ͻ Extend awareness, supplement PR and Advertising; ͻ Generate media exposure and media value; ͻ ͞WŽƐŝƚŝŽŶEŝĂŐĂƌĂĂƐĂƉƌĞŵŝĞƌǀĂĐĂƚŝŽŶŐĞƚĂǁĂLJĚĞƐƚŝŶĂƚŝŽŶ͖͟ ͻ Use hotel, attraction, F&B, destination experiences as prizes; ͻ Prize placements, sweepstakes, contests; ͻ Leveraged promotions ʹ work with media ʹ lift on media buys; ͻ OPM: Extend advertising for free, regional, national brands, media; ͻ Niagara Canada Experience. 110
New website ͞dŽƵƌŝƐŵEŝĂŐĂƌĂ͖͟ X Smartphone and tablet apps; X Features and Components: booking engine, interactive map, database, back of the house integration; X Community pages, e-‐collateral, customer care, tracking programs; X Advertising and media strategy (SEO, SEM, paid search, etc.); X Process: Discovery, audit, strategy, content, tools, design, user interface, hosting, measurement, etc. 111
points/impressions; ͻ Target audience media habit research (travel and lifestyle); ͻ Vertical, editorial and geographic targeting; ͻ Media Mix: o Online TV, online display, direct email; o Paid search, social media, webisodes; o Traditional media: TV (spot cable/satellite), magazine, newspaper, radio; o dƌĂǀĞůƚƌĂĚĞ͕Kd͛Ɛ͕ŵŽďŝůĞŵĂƌŬĞƚŝŶŐ͖ o Media support with traditional advertising (billboards). 113
ZĞƐƉŽŶƐŝďůĞĨŽƌƌĞƉƌĞƐĞŶƚŝŶŐĂŶĚŵĂŶĂŐŝŶŐƚŚĞŽƌŐĂŶŝnjĂƚŝŽŶ͛ƐĐŽŶǀĞŶƚŝŽŶ meeting and group sales efforts. X Top of mind premier destination ʹ grow meetings, convention, association and incentive business, vertical markets ͻ Direct sales efforts, marketing initiatives, client relationship programs (Client Advisory Board) X Objectives: o Improve group booking volume and pace ʹ weak periods; o Grow eastern Canada and northeast U.S. meeting share; o Co-‐develop programs -‐ repeat bookings and multiyear contracts o Increase sales missions, FAMS, tradeshows o Strengthen TPN relationships with 3rd party meeting groups o KǀĞƌĐŽŵĞ͞ůĂĐŬŽĨŐŽŽĚĂŝƌƐĞƌǀŝĐĞƉĞƌĐĞƉƚŝŽŶ͟ʹ You Fly On Us! o Conference services -‐ deliver a seamless, complete meeting experience 114
Canada to domestic, U.S. and international travel agents, tour operators and receptive operators; X Generate additional exposure for the Niagara Region of Canada in key domestic, U.S. and international markets by partnering with travel companies; X ĚƵĐĂƚĞƚƌĂǀĞůƉƌŽĨĞƐƐŝŽŶĂůƐĂďŽƵƚƚŚĞǀĂƌŝĞƚLJŽĨĞdžƉĞƌŝĞŶĐĞƐ͞ĞLJŽŶĚ ƚŚĞ&ĂůůƐ͟ĂǀĂŝůĂďůĞƚŽǀŝƐŝƚŽƌƐŝŶƚŚĞEŝĂŐĂƌĂZĞŐŝŽŶ͖ X Maintain and develop stronger destination awareness; X Develop a larger presence in key primary and secondary international markets through cooperative programs undertaken with the CTC, MTC and partner cities like Toronto; X Host a number of domestic, U.S. and international FAM tours and site inspections. 115
local and regional businesses to become members and partners of the TPN; X Develop the partnership concept, allowing all tourism-‐ related businesses to participate in TPN sales and marketing programs; X Generate a targeted amount of private partnership revenue; X Educate the non-‐ƉĂƌƚŝĐŝƉĂƚŝŶŐ͞ƉĂƌƚŶĞƌƐŚŝƉ͟ĐŽŵŵƵŶŝƚLJ on the benefits of the TPN; X Communicate the results of TPN direct sales efforts and marketing activities to local partners; X Promote cooperative partnerships, as developed by other TPN departments. 116
with other regional industries and encourage participation in TPN efforts across all departments; X Reinforce the TPN Niagara Canada brand image and strategy to local partners to educate and engage them as brand champions across a broad cross-‐section of visitor touch points (TPD what does this mean?); X Develop customized programs and strategies with local businesses to assist them with maximizing the value of their TPN partnership; X Maintain an industry website to keep partners informed and share best practices. 117
X ^ĂĨĞŐƵĂƌĚƚŚĞdWE͛ƐĨŝŶĂŶĐŝĂůĂƐƐĞƚƐĂŶĚŵĂŶĂŐĞŝƚƐĨŝŶĂŶĐŝĂů resources in accordance with the goals of the TPN and MTC; X Guidance on purchasing and procurement activities, financial controls, development and administration of the budget, and forecasting revenues and expenses; X Source and develop staff and create a positive work environment that motivates employees to deliver exceptional customer service to visitors, clients and key stakeholders; X Provide technology solutions and support to the TPN via established policies and procedures; X Review and address selected projects and issues that may enhance the capabilities and success of the organization; X Governance. 118
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