TPN's Powerhouse Strategy – Presented by Robin Garrett

Transcript

1. 1 The  Tourism  Partnership  of  Niagara   The Powerhouse Strategy Robin  Garre6   November  6th  Stakeholder  Mee>ng  
2. What were were up to this summer ...
3. TPN`s Powerhouse Strategy
4. 4 The  Tourism  Partnership  of  Niagara   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.
5. We need to think BIG!
6. 6 The  Tourism  Partnership  of  Niagara   Imagine ... §  What would it take to generate demand for direct flights to the Niagara District Airport? § From - Ottawa - Montreal - New York City - Los Angeles - Beijing
7. Our Strategic Priorities
8. 8 The  Tourism  Partnership  of  Niagara   Our Strategic Priorities Working Collaboratively Setting Standards for Success Reaching Out Investing Wisely • Governance • Industry Engagement • Funding • Workforce learning programs • Package development • Festivals & events • Brand • Domestic & International • Partnerships • MC&IT 1 2 3 4
9. Working Collaboratively 1
10. The  Tourism  Partnership  of  Niagara   Secure matching partnership funding. FUNDING
11. 11 The  Tourism  Partnership  of  Niagara   Available Funding 2013/14
12. 12 The  Tourism  Partnership  of  Niagara   Ministry`s Partnership Funding Objectives §  Support the RTO as the leader in regional tourism §  Encourage strong partnerships and expand the breath and diversity of funding partners §  Engage industry partners to broaden the RTO`s financial base to extend reach §  Support a coordinated approach that aligns planning, marketing, product development, investment attraction, and workforce development in the region
13. 13 The  Tourism  Partnership  of  Niagara   Eligible Sources of Partnership Funding §  Private sector §  Local DMOs §  Sector Associations §  Municipal government §  Federal government
14. 14 The  Tourism  Partnership  of  Niagara   Ineligible Activities §  Direct operating funding for other organizations §  Flow through payments §  Expenditures not directly related to our business plan §  Capital projects §  In-kind donations §  Advocacy
15. 15 The  Tourism  Partnership  of  Niagara   Possible Funding Sources §  Advertising opportunities such as Niagara Travel lure magazine §  Pay-to-play programs (e.g. print and online experiential campaigns) §  Partnership funding that delivers on our strategy
16. Setting Standards for Success 2
17. 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
18. 18 The  Tourism  Partnership  of  Niagara   lWelcome to Niagaraz §  Launching today! §  Extraordinary service helps create memorable experiences §  Become a Niagara Ambassador by getting certified §  Encourage your staff to get certified learning.niagarasRTO.com
19. Investing Wisely 3
20. The  Tourism  Partnership  of  Niagara   Investing Wisely Strategies PACKAGE DEVELOPMENT FESTIVALS & EVENTS
21. 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.
22. 22 The  Tourism  Partnership  of  Niagara   Red Bull Crashed Ice
23. 23 The  Tourism  Partnership  of  Niagara   New Years Eve §  #1 New Years Eve broadcast in Canada with 2 million viewers and 60,000 visitors §  $1.2M marketing and promotion by Global §  Premier logo placement on large stage screens §  TV spots on pre-show advertising region-wide winter experiences (December 10-31)
24. 24 The  Tourism  Partnership  of  Niagara   Icewine Festival Promotion §  Video boards on the Gardiner expressway §  ROP (metro newspaper) §  e-Blast §  Content on our website §  Surprise consumers with all the things they can do in January
25. 25 The  Tourism  Partnership  of  Niagara   FINA World Cup - Results
26. 26 The  Tourism  Partnership  of  Niagara   Canoe Niagara 2013
27. 27 The  Tourism  Partnership  of  Niagara   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 §  Garden tourism is growing world-wide and is a great way to attract our target consumer ...
28. The  Tourism  Partnership  of  Niagara   Develop Niagara as a destination known for wine, culinary, cycling, golf and garden experiences. PACKAGE DEVELOPMENT
29. 29 The  Tourism  Partnership  of  Niagara   Develop Packages
30. 30 The  Tourism  Partnership  of  Niagara   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 planned include a feature story in Niagara Travel magazine, mobile, and featuring food festivals & events in our advertising
31. 31 The  Tourism  Partnership  of  Niagara   Easy Access lTransportation is an issue that must be improved and overcome.z - Peter Yesowich, TPN`s Strategic Tourism Development Plan, 2011 § Great experiences (and packages) include making it easy for visitors to get here and to get around once they are here § TPN will work together with the regional government to explore the feasibility of air flights to the Niagara District Airport § Imagine Porter vacation packages from Ottawa, Montreal, New York ...
32. Reaching Out 4
33. The  Tourism  Partnership  of  Niagara   Reach where others can`t reach and leverage partnerships. PARTNERSHIPS
34. 34 The  Tourism  Partnership  of  Niagara   TPN`s Leadership Role §  Lead brand marketing §  Broadcast and/or print media §  Magazine lure §  PR §  Create packages and itineraries for target consumers §  Website §  Seamless reservation system §  Email §  Create common offers §  Advertising §  Website
35. 35 The  Tourism  Partnership  of  Niagara   Seamless Reservation System §  Continue to maximize the effectiveness of our web portal and add a seamless reservation system to deliver incremental sales §  A hybrid solution that can book for regions that do not have a booking capacity AND facilitate a transaction through DMOs that already have a booking engine
36. 36 The  Tourism  Partnership  of  Niagara   Excellent Brand Health §  Since launching the Niagara Canada Brand in May § 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
37. 37 The  Tourism  Partnership  of  Niagara   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
38. Pursue Organizational Excellence 5
39. The  Tourism  Partnership  of  Niagara   Build our reputation for organizational excellence with a scorecard of performance measures that fosters continuous improvement. EXCELLENCE
40. THANK YOU Robin Garrett robin.garrett@niagarasrto.com @TPNCEO