TPN's Corporate Strategy

Transcript

1. The  Tourism  Partnership  of  Niagara   1 The  Tourism  Partnership  of  Niagara   The Tourism Partnership of Niagara’s Powerhouse Strategy
2. The  Tourism  Partnership  of  Niagara   2 Our 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.
3. The  Tourism  Partnership  of  Niagara   3 Our Mission Enhance and grow a highly competitive tourism region through visitor- centric strategies. Build a strong brand that maintains Niagara’s reputation as a world-renowned destination for leisure and business travel.
4. The  Tourism  Partnership  of  Niagara   Our Mandate §  TPN’s mandate is to provide leadership and coordination to: § Attract more visitors § Generate more economic activity … $$$$ § Create more jobs across the Niagara region 4
5. The  Tourism  Partnership  of  Niagara   TPN’s Leadership Role TPN achieves its mandate through partnerships … reaching where others can’t reach and leveraging partner investments by: §  Leading brand marketing: TV, print, magazine, digital, PR §  Creating packages and itineraries for target consumers: website, seamless reservation system, email §  Creating common offers: advertising and website §  Attracting blockbuster events and sporting events §  Attracting world-class tourism opportunities (e.g. Niagara District Airport, Flora Niagara) §  Offering web-based learning: Niagara Ambassador 5
6. The  Tourism  Partnership  of  Niagara   Corporate Strategies 6 Build a strong relevant brand that creates a desire in our visitor to keep exploring and rediscovering Niagara Canada. MARKETING Animate the destination with events and develop packages featuring wine, culinary, cycling, golf, and garden experiences. PRODUCT DEVELOPMENT Work with government, industry and community groups to attract world-class tourism opportunities. INVESTMENT ATTRACTION Build awareness and implement a workforce learning program to promote service pride. WORKFORCE DEVELOPMENT Build a reputation for organizational excellence that fosters continuous improvement. ORGANIZATIONAL EXCELLENCE 1 2 3 4 5
7. The  Tourism  Partnership  of  Niagara   Priorities §  Build the brand and implement targeted marketing to high prospect consumers §  Feature packages and common offers in our advertising and through our web portal §  Pursue blockbuster events that will motivate travel, build the brand and leave a legacy §  Nurture relationships with industry to develop effective partnerships and secure sustainable funding §  Build our reputation for organizational excellence with: an effective governance structure that facilitates decision-making; and, a scorecard of performance measures that fosters continuous improvement 7
8. The  Tourism  Partnership  of  Niagara   Achievements
9. Scorecard Performance Measures 2011/12 Results 2012/13 Results Web visits •  Total visits •  Unique visits 69,387 516,340 426,172 Leads generated to partners 18,144 171,610 Consumers in our database 28,000 29,661 Facebook likes 3,568 12,285 E-blasts •  Open rate (industry average 32.3%) •  Click thru rate (industry average 12.8%) 28.50% 26.70% 27.11% 15.37% Leveraged $ through partnership 9:1 8:1 Overall partner satisfaction Overall satisfaction with staff n/a n/a 5.6 7.0 E-Learning •  # of Registrations •  # of Certificates Issued 0 0 407 204
10. The  Tourism  Partnership  of  Niagara   10 Excellent Brand Health §  Since launching the Niagara Canada Brand in May 2012 § 40% of respondents agreeing lthe advertising made me feel good about the Niagara regionz § 60% of couples strongly agreeing that the advertising lmade me feel there`s more to Niagara than the Fallsz § 7% increase in the perception that Niagara is la place with lots to see and doz
11. The  Tourism  Partnership  of  Niagara   11 Forecast for Ontario §  Visitation to grow an average of 2.3% annually between 2010 and 2015 §  Domestic visits, which represent 87% of visits, will grow an average of 2.4% §  Following years of decline, U.S. visitation is expected to grow an average of 2% annual for the next 3 years §  Overseas visits are expected to grow an average of 4.7% Source: Ontario Ministry of Tourism, Culture & Sport
12. Marketing 1
13. NIAGARA CANADA Brand Strategy
14. The  Tourism  Partnership  of  Niagara   14
15. 15 The  Tourism  Partnership  of  Niagara  
16. Niagara  Brand BRAND  VISION BRAND  PERSONALITY BRAND  ESSENCE VISITOR  PROMISE 16 End Benefits to Visitors “Let’s Get Away” If Brand was a Person Awe-inspiring Natural Fun Vibrant Words To Own Wonder Big and Small How the Relationship Will Develop Inspire Guide Delight The  Tourism  Partnership  of  Niagara  
17. Niagara  Brand BRAND  VISION BRAND  PERSONALITY BRAND  ESSENCE VISITOR  PROMISE 17 End Benefits to Visitors If Brand was a Person Awe-inspiring Natural Fun Vibrant Words To Own Wonder Big and Small How the Relationship Will Develop Inspire Guide Delight “The Falls will amaze you. Our other wonders will too.” The  Tourism  Partnership  of  Niagara  
18. The  Tourism  Partnership  of  Niagara   Marketing Strategies MEET PARTNER CONNECT DISCOVER BRAND 18
19. 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 19
20. 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 20
21. 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
22. 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 22
23. 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 23
24. Product Development 2
25. The  Tourism  Partnership  of  Niagara   Product Development Strategies PACKAGE DEVELOPMENT FESTIVALS & EVENTS 25
26. The  Tourism  Partnership  of  Niagara   FESTIVALS & EVENTS 1.  Pursue blockbuster events that animate our destination, attract significant media attention and motivate travel. 2.  Pursue sporting events that attract international competitors. 3.  Promote existing events giving consumers a reason to visit year round. 26
27. The  Tourism  Partnership  of  Niagara   27 Red Bull Crashed Ice
28. The  Tourism  Partnership  of  Niagara   28 New Years Eve
29. The  Tourism  Partnership  of  Niagara   29 FINA World Cup - Results
30. The  Tourism  Partnership  of  Niagara   30 Canoe Niagara 2013
31. The  Tourism  Partnership  of  Niagara   31 Icewine Festival Promotion
32. The  Tourism  Partnership  of  Niagara   Develop Niagara as a destination known for wine, culinary, cycling, golf and garden experiences. PACKAGE DEVELOPMENT 32
33. The  Tourism  Partnership  of  Niagara   33 Develop Packages
34. The  Tourism  Partnership  of  Niagara   34 Seamless Reservation System §  Adding a seamless reservation system to sell packages and deliver incremental sales §  A hybrid solution that can book for DMOs that do not have a booking capacity AND facilitate a transaction through DMOs that already have a booking engine
35. The  Tourism  Partnership  of  Niagara   35 Niagara Culinary Experiences §  YPartnership research identified this as our biggest product development opportunity §  Developed a strategy and action plan with help of Ontario Culinary Tourism Alliance (OCTA) §  Culinary promotions including a feature story in Niagara Travel magazine, mobile, and featuring food festivals & events in our advertising
36. Investment Attraction 3
37. The  Tourism  Partnership  of  Niagara   ACCESS Work with the regional government to explore the feasibility of air flights to the Niagara District Airport 37
38. The  Tourism  Partnership  of  Niagara   Air Access 38 §  Great experiences (and packages) include making it easy for visitors to get here §  TPN partnered with the regional government to explore the feasibility of air flights to the Niagara District Airport lTransportation is an issue that must be improved and overcome.z - Peter Yesowich, TPN`s Strategic Tourism Development Plan, 2011
39. Air Flights Feasibility Study Objectives 1.  Evaluate the demand for flight service in the context of other modes of transportation such as rail, bus and auto. Take into account the possibility of improvements to these other modes of transportation e.g. year-round GO Train service. Determine the possible impact and effect on these ground transportation services if flight service is offered. 2.  Analyze the potential for flight use from airports within an 800 km radius. Initial target markets include Ottawa, Montreal and New York and this could include connections through the Billy Bishop airport in Toronto. 3.  Evaluate the tourism industry’s capacity to support flight service including visitor services such as ground transportation; compelling experiences; and marketing. 39
40. The  Tourism  Partnership  of  Niagara   Air Flight Study Conclusions §  There is enough air passenger traffic to support commercial air service to Niagara District Airport (YCM) §  New York, Chicago and Washington DC are the best opportunities for YCM to have non-stop air service §  The primary source of new passengers are currently using the Buffalo airport §  These visitors tour numerous attractions and communities in Ontario but all visit Niagara §  A substantial number of these visitors are on tour operator packages 40
41. The  Tourism  Partnership  of  Niagara   The  Tourism  Partnership  of  Niagara   ECONOMIC DEVELOPMENT Work with governments, industry and community groups to attract an International Horticultural Exhibition – Flora Niagara 41
42. The  Tourism  Partnership  of  Niagara   42 Think BIG! §  Clustering what Niagara does best - agriculture, tourism, food and wine production - is the best way to create strong economic growth for our region §  International Horticulture Exhibitions mean big business … 3 Million visitors §  Garden tourism is growing world- wide and is a great way to attract our target consumers §  10% annual projected growth for tourism & horticulture industries 150 day celebration of Canada`s 150th birthday ... Shining the spotlight on our awe-inspiring landscape, world-class wine & culinary experiences, and our prowess in the horticulture and environmental fields
43. Workforce Development 4
44. The  Tourism  Partnership  of  Niagara   Build a workforce learning program to build service pride and love for the destination & to anticipate guest needs rather than just reacting to guest requests. WORKFORCE LEARNING 44
45. The  Tourism  Partnership  of  Niagara   45 Niagara Ambassador §  Extraordinary service helps create memorable experiences §  Become a Niagara Ambassador by getting certified §  Encourage your staff to get certified learning.niagarasRTO.com
46. Organizational Excellence 5
47. The  Tourism  Partnership  of  Niagara   Build our reputation for organizational excellence that fosters continuous improvement. EXCELLENCE 47
48. Robin Garrett CEO, The Tourism Partnership of Niagara robin.garrett@niagarasrto.com @TPNCEO