The Tourism Partnership of Niagara - Marketing Update!

Transcript

1. The Tourism Partnership of Niagara Marketing UPDATE
2. Let’s catch up...
3. The  Tourism  Partnership  of  Niagara   Strategic Implications Continue to direct advertising to the GTA The creative was effective and should be retained in future campaigns The mix of broadcast media and print chosen for this campaign appears to have delivered good return on investment. One might consider optimizing website traffic and somewhat reducing the number of print vehicles in future campaigns (though Food & Drink should be retained) While greater weight behind television would be beneficial, the heavy investment involved would have to be assessed relative to budget realities. The role of online advertising and the web-site should be expanded with a focus on reaching these target groups. This could include customized and directed calls-to-action with linkage to other media. Future campaigns should be sensitive to the wider advertising context for Niagara. Efforts might be made to achieve some creative alignment with major attractions. One could also contemplate dialling up couples messaging and somewhat dialling-down family themes in light of the weight of the former that already exists in the marketplace.
4. The  Tourism  Partnership  of  Niagara  
5. 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.
6. The  Tourism  Partnership  of  Niagara   Marketing Strategies MEET PARTNER CONNECT DISCOVER BRAND
7. The  Tourism  Partnership  of  Niagara   Strategies Build a strong, compelling, relevant and respected brand that creates a strong emotional connection with our visitors / customers by providing inspiring & memorable experiences with our Brand. BRAND 1
8. The  Tourism  Partnership  of  Niagara   New issue of Niagara Canada Travel BRAND 1
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16. The  Tourism  Partnership  of  Niagara   Image Library BRAND 1 images.niagarasrto.com
17. The  Tourism  Partnership  of  Niagara   New TV spots BRAND 1 What’s New: Heli-footage incorporated and call to action added Stations include: CityTV, CBC, Food Network, Discovery Channel Timing: Three one week flight starting Monday  
18. 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 bgetaway` of choice, again and again. DISCOVER 2
19. The  Tourism  Partnership  of  Niagara   Dial up Niagara Culinary Experiences DISCOVER 2 IMAGINE.....
20. The  Tourism  Partnership  of  Niagara   Strategies Create a bconnected world`
    for Niagara visitors to make it easy to choose Niagara; utilizing the latest technology to continue the dialogue to ensure repeat visits. CONNECT 3
21. The  Tourism  Partnership  of  Niagara   Social Integration CONNECT 3
22. The  Tourism  Partnership  of  Niagara   Social Media Channels CONNECT 3
23. The  Tourism  Partnership  of  Niagara   Social Media Channels CONNECT 3
24. The  Tourism  Partnership  of  Niagara   Follow Us CONNECT 3 facebook.com/visitniagara @Visit_Niagara #visitniag youtube.com/visitniagaracanada pinterest.com/visitniagara
25. The  Tourism  Partnership  of  Niagara   Mobile CONNECT 3
26. The  Tourism  Partnership  of  Niagara   Responsive web design CONNECT 3
27. The  Tourism  Partnership  of  Niagara   Strategies Develop strategic partnerships with stakeholders and local, provincial & federal tourism organizations and ensure that Niagara tourism dollars are well leveraged. PARTNER 4
28. The  Tourism  Partnership  of  Niagara   US Partnership with OTMPC PARTNER 4
29. The  Tourism  Partnership  of  Niagara   US Partnership with OTMPC Wave 1 PARTNER 4
30. The  Tourism  Partnership  of  Niagara   US Partnership with OTMPC Wave 2 PARTNER 4
31. The  Tourism  Partnership  of  Niagara   US Partnership with OTMPC Wave 3 PARTNER 4
32. The  Tourism  Partnership  of  Niagara   Strategies Develop a reputation as a world-class, diverse & exciting MC&IT destination. Showcase all Niagara`s meeting possibilities targeting meeting planners and decision makers. MEET 5
33. The  Tourism  Partnership  of  Niagara   Come for Work. Stay for Play. MEET 5
34. The  Tourism  Partnership  of  Niagara   Come for Work. Stay for Play. MEET 5
35. Stay connected with us!
36. The  Tourism  Partnership  of  Niagara   Callouts for: Event content FSI program content Stay in the loop!! Sign up to register to receive TPN communication Always looking for Content
37. The  Tourism  Partnership  of  Niagara   Sign up! www.niagarasrto.com
38. THANK YOU Tina Truszyk tina.truszyk@niagarasrto.com @tsqquared