Unveiling our 2012 Campaign

Presentation by Robin Garrett to Tourism Partnership of Niagara Stakeholder Meeting. May 1, 2012.

Transcript

1. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$ Unveiling our 2012 Campaign Presentation by Robin Garrett Stakeholder Meeting May 1, 2012
2. The$Tourism$Partnership$of$Niagara$ •  Package development •  Festivals & events •  Brand •  Domestic & International •  Partnerships •  MC&IT •  Workforce training programs •  Governance •  Industry engagement •  Funding Working collabor atively Setting standards for success Investing wisely Reaching out Our Strategic Priorities 2
3. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
4. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 4 Completed strategic development plan with Ypartnership
5. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 5 Defined our leadership role
6. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 6 Developed the Niagara Canada brand
7. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 7 Identified target markets
8. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 8 Developed creative assets •  TV ads •  Magazine lure •  Meetings, Conventions & Incentive Travel collateral and video
9. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 9 Launched spring, fall, and winter campaigns
10. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 10 Created a consumer database
11. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 11 Developed a new web portal www.visitniagaracanada.com
12. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 12 Partnered with Canadian Tourism Commission Ontario Tourism Marketing Partnership Tourism Toronto Air Canada Greater Toronto Airport Authority (Pearson)
13. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 13 Supported blockbuster events
14. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 14 Launched a product development project for culinary
15. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 15 Launched the development of a web-based learning program
16. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 16 Advocated for sustainable and fair share of funding
17. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 17 Established a permanent Board
18. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 18 Invited nominations for Committees
19. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 19 Held our first stakeholder meeting on November 10th
20. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 20 Updated our industry website and created a contact list www.NiagarasRTO.com
21. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 21 Hired 4 staff Robin Garrett, CEO Tina Truszyk, Director of Marketing Karin Jahnke-Haslam, Director of Corporate Services Amanda Winters, EA/Stakeholder Communications Coordinator
22. The$Tourism$Partnership$of$Niagara$ 2011/12 Achievements 22 Leased office space at 5881 Dunn Street, Niagara Falls
23. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
24. The$Tourism$Partnership$of$Niagara$ 2012/13 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 24
25. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
26. The$Tourism$Partnership$of$Niagara$ Principles !  Reach where others can’t reach !  Leverage partner investments !  Canadian Tourism Commission (CTC) !  Ontario Tourism Marketing Partnership (OTMPC) !  Tourism Toronto !  DMOs !  Sectors !  Operators 26 Leveraging$our$$438k$investment$ $with$$3.3M$from$partners$
27. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
28. The$Tourism$Partnership$of$Niagara$ Our Leadership Role World class marketing !  Lead brand marketing domestically and internationally !  Broadcast media !  Magazine lure !  Create packages and itineraries for target consumers !  Website !  Email !  Create common offers “Buy 2, get 3rd night free” !  Advertising !  Website !  Attract blockbuster events 28
29. The$Tourism$Partnership$of$Niagara$ 29
30. The$Tourism$Partnership$of$Niagara$ Marketing !  Launch the Niagara Canada brand identity !  Become recognized as a premier quality destination !  Increase the number of day & overnight visitors !  Increase visitors length of stay !  Increase the number of destinations and communities visited while in Niagara (and therefore length of stay) !  Build awareness of Meetings Conventions & Incentive Travel (MC&IT) offering 30
31. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
32. The$Tourism$Partnership$of$Niagara$ Target Markets 32 Core$ Investment$ GTA$and$New$York$State$
    $Empty$nesters$45J64$
    $GenXers$&$Boomer$couples$$$$ $$$with$and$without$kids$35J54$ $ MeeOng$planners$in$Canada$$ &$US$ InternaOonal$markets$in$partnership$ with$CTC,$OTMPC,$Tourism$Toronto$
    $OSawa$
    $Montreal$
    $Air$Canada$feeder$markets$in$$$$$ $$$$$$Canada$&$US$
    $UK$
    $China$(exploring)$
33. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
34. The$Tourism$Partnership$of$Niagara$ Product Development !  Focus on developing region-wide “signature experiences” that build the brand and leave a legacy: !  Wine !  Culinary !  Cycling !  Gardens !  Blockbuster events !  Service pride and love for the destination 34
35. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
36. The$Tourism$Partnership$of$Niagara$ Culinary Project !  Engaged the Ontario Tourism Culinary Alliance to develop a strategic plan !  Inventory !  Market trends !  Gaps and opportunities !  Recommended actions and events !  Blueprint to be delivered this summer !  Helps us take our rightful place as a world- class culinary tourism destination 36
37. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
38. The$Tourism$Partnership$of$Niagara$ Workforce Training !  Engaged Ontario Tourism Education Corporation to develop a web-based learning program that helps build service pride and love for the destination !  Participants will learn about Niagara and have access to tools to help make our visitors’ experience extraordinary !  No cost to participants !  Launching this fall !  Become an ambassador for Niagara! 38
39. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
40. The$Tourism$Partnership$of$Niagara$ Our Budget !  2012/13 budget $3.5M !  2013/14 budget could grow to $4.7M !  $500k base funding !  $3.0M performance-based funding !  Up to $600k in partnership funding if matched by industry, municipal or federal government 40 MarkeOng$$ 61%$ AdministraOon$ 16%$ Programs$ 20%$ CommunicaOon$ 1%$ Research$ 2%$ 2012/13$Budget$AllocaOon$
41. The$Tourism$Partnership$of$Niagara$ Niagara Canada Brand 41
42. The$Tourism$Partnership$of$Niagara$ Brand Strategy 42 Niagara$Canada.$$A$place$of$wonders$…big$and$small.$ DomesOc$ InternaOonal$ Product$ knowledge$$ &$visitor$ engagement$ Visitors$are$more$familiar$ with$the$variety$of$our$ products.$They$look$to$us$as$ a$regular$desOnaOon$for$ quick,$restoraOve$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$special.$ $ PosiOoning$ “Let’s$get$away”$ “The$Falls$will$amaze$you.$$$ $$Our$other$wonders$will$too.”$
43. The$Tourism$Partnership$of$Niagara$ Niagara Brand BRAND VISION BRAND PERSONALITY BRAND ESSENCE VISITOR PROMISE 43 End$Benefits$$ to$Visitors$ “Let’s$$ Get$Away”$ If$Brand$$ was$a$Person$ AweJinspiring$ Natural$ Fun$ Vibrant$ Words$ To$Own$ Wonders$ Big$and$Small$ How$the$RelaOonship$ Will$Develop$ Inspire$ Guide$ Delight$ DomesOc$
44. The$Tourism$Partnership$of$Niagara$ Niagara Brand BRAND VISION BRAND PERSONALITY BRAND ESSENCE VISITOR PROMISE 44 End$Benefits$$ to$Visitors$ If$Brand$$ was$a$Person$ AweJinspiring$ Natural$ Fun$ Vibrant$ Words$ To$Own$ Wonders$ Big$and$Small$ How$the$RelaOonship$ Will$Develop$ Inspire$ Guide$ Delight$ “The$Falls$will$$ amaze$you.$ Our$other$wonders$ will$too.”$ InternaOonal$
45. The$Tourism$Partnership$of$Niagara$ Niagara. A place of wonders… big and small. 45 Experience$the$world$wonder$of$Niagara$Falls.$$ Stroll$the$streets$of$the$small$town$wonder$that$is$ NiagaraJonJtheJLake.$$Or$discover$our$wonderful$ wineries,$spas,$aSracOons,$dining$and$casinos.$$ Whatever$wonders$you$choose,$Niagara$is$your$ getaway$desOnaOon$for$family$fun$or$a$couples$ escape.$ visitniagaracanada.com)
46. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$
47. The$Tourism$Partnership$of$Niagara$ In-Market with our new brand (January to April)
48. The$Tourism$Partnership$of$Niagara$ Metro commuter paper 48 January 25 February 8, 15, 29 March 7 Plan a Valentine’s or Family Day escape that is guaranteed to warm up your winter. Explore the world wonder of Niagara Falls and the small wonder of Niagara-on-the-Lake, ranked Canada’s #1 wine & food destination by TripAdvisor. Wineries throughout Niagara offer tours, tastings, and special events like Icewine tastings and the Days of Wine and Chocolate throughout January and February. for winter getaway ideas go to visitniagaracanada.com taste. together. niagara. a place of wonders...big and small. lace up. splash down. niagara. a place of wonders...big and small. It’s not too late to plan your Family Day escape, and a Niagara getaway is guaranteed to warm up your winter. Lace up your skates at the Rink at the Brink, overlooking the world wonder of Niagara Falls. Splash down at one of our three indoor water parks featuring over 250,000 square feet of fun. Whatever your pleasure, there is plenty to do, both indoors and out. for winter getaway ideas go to visitniagaracanada.com water.wings. niagara. a place of wonders...big and small. It’s not too late to plan for March Break, and a Niagara getaway is guaranteed to warm up your winter. Big wonders await at Niagara Falls’ three indoor water parks, featuring over 250,000 square feet of fun. Experience nature’s small wonders at the Butterfl y Conservatory or Bird Kingdom. Whatever your pleasure, a March Break getaway to Niagara offers plenty of excitement and great value. for winter getaway ideas go to visitniagaracanada.com
49. The$Tourism$Partnership$of$Niagara$ eBlasts 49 Open$rates$30%$ Click$thru$rates$30%$ $ Driving$traffic$to$ visitniagaracanada.com$ $ 81k$visitors$in$2$months$$ •  54%$US$ •  45%$Canada$ •  1%$other$internaOonal$ $ January 16 February 3 March 3
50. The$Tourism$Partnership$of$Niagara$ Globe & Mail ad 50 •  April$7th$double$ page$ •  Ontario$&$ Quebec$ediOons$ •  202k$$
51. The$Tourism$Partnership$of$Niagara$ Spring print ad in the UK 51 •  Included$digital$ ads$ •  CTC$&$OTMPC$ partnership$
52. The$Tourism$Partnership$of$Niagara$ en français – Destination Ontario
53. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$ What’s to Come …
54. The$Tourism$Partnership$of$Niagara$ 2012 Campaign Tactics !  Domestic – TV, print, magazine, online !  US – Radio, print, webisodes, online !  International – Print and online !  Consumer database – e-blasts Everything drives to our website at www.visitniagaracanada.com 54
55. The$Tourism$Partnership$of$Niagara$ Domestic Market 55
56. The$Tourism$Partnership$of$Niagara$ TV
57. The$Tourism$Partnership$of$Niagara$ TV •  May 6th launch (3 weeks) •  Stations: CityTV, Global, CTV, CBC and CHCH •  Starting with versions aimed at two consumer segments (Families & Couples) •  30 second spots with short 5 and 10 second versions •  Canadian Premiere of Avatar (May 6), Jimmy Kimmel, 20/20, Hockey Night in Canada (playoffs) and 1 Stanley Cup game, Criminal Minds (Finale), American Idol, Dancing with the Stars, Survivor (Finale), House, GLEE •  More versions planned featuring War of 1812 Commemorative Events, all of the region, and all seasons
58. The$Tourism$Partnership$of$Niagara$ 58 To see the TV spots online… Visit:$$ $ hSp://www.niagarasrto.com/markeOng/program/tvJadsJmarket$ $
59. The$Tourism$Partnership$of$Niagara$ Food & Drink early summer edition 500k$circulaOon$in$600+$LCBO$stores$$
60. The$Tourism$Partnership$of$Niagara$ Wine Country Ontario - Guide Book 60
61. The$Tourism$Partnership$of$Niagara$ Ontario Culinary Tourism Alliance – Guide book
62. The$Tourism$Partnership$of$Niagara$ Magazine Lure 62 •  May 8th •  500k copies •  Toronto Star •  Globe & Mail •  Montreal Gazette •  Rochester Democrat & Chronicle
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76. The$Tourism$Partnership$of$Niagara$ US Market 76
77. The$Tourism$Partnership$of$Niagara$ US Near Market OTMPC Partnership !  Radio !  :60 spot !  3 wk flights (May 7, June 11, July 16) !  Buffalo & Rochester !  Webisodes (3 for Niagara) !  Rotating Banner on Digital CBS channel !  Buffalo, Rochester, Syracuse, Cleveland, Detroit !  eBlasts 77 6:1$leveraged$$$
78. The$Tourism$Partnership$of$Niagara$ New York City - Conde Nast OTMPC Partnership !  Ads, advertorials and digital space !  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 in Metro NY only 78 14:1$leveraged$$$
79. Conde Nast update – May Issue
80. Conde Nast update – May Issue
81. Conde Nast update – June Issue
82. Conde Nast update – June Issue
83. The$Tourism$Partnership$of$Niagara$ TANGO partnership 6 month pilot May to October !  Toronto, Air Canada, Niagara, GTAA (Pearson), Ontario = TANGO !  Digital marketing program in US – New York City, Los Angeles, San Francisco, etc. !  Packages: !  Family !  Couples & Friends !  Wine Country !  Outdoor Adventure 83 5:1$leveraged$$$
84. The$Tourism$Partnership$of$Niagara$ www.TorontoEscapes.com 30,000 rooms booked in 2011 84
85. The$Tourism$Partnership$of$Niagara$ www.visitniagaracanada.com 85
86. The$Tourism$Partnership$of$Niagara$ visitniagaracanada.com Launching Today! !  Stunning images showcasing every part of the region !  Friendly navigation with compelling content !  Lead with experiences and packages that will motivate travel !  Listings of events from across the region !  Pages for each municipality including a link !  Links to partners !  Developing: !  Operator listings !  Common offers !  Interactive mapping !  Videos 86
87. 87 visitniagaracanada.com Home Page
88. 88 visitniagaracanada.com Home Page
89. 89 visitniagaracanada.com Home Page
90. 90 visitniagaracanada.com Home Page
91. 91 visitniagaracanada.com Home Page
92. 92 visitniagaracanada.com Home Page
93. 93 Home Page – Full Page
94. 94 Home Page – Navigation
95. 95 Experiences – Natural Wonders
96. 96 Experiences – Natural Wonders Sub-categories
97. 97 Experiences – Attractions
98. 98 Experiences – Outdoor Activities
99. 99 Experiences – Outdoor Activities Detail and links for each activity
100. 100 Experiences – Wine Country
101. 101 Experiences – Dining & Food
102. 102 Experiences – Casinos & Gaming
103. 103 Experiences – Theatre, Arts & Entertainment
104. 104 Experiences – History & Heritage
105. 105 Experiences – Spas
106. Places to Go 106
107. 107 Places to Go
108. 108 Places to Go
109. 109 Places to Go
110. 110 Places to Go
111. 111 Places to Go
112. 112 Places to Go
113. 113 Places to Go
114. 114 Places to Go
115. 115 Places to Go
116. 116 Places to Go
117. 117 Places to Go
118. 118 Places to Go – Content & Links
119. 119 Getaways Couples/Friend & Families
120. 120 Festivals & Events
121. 121 Plan Your Visit
122. The$Tourism$Partnership$of$Niagara$ Maps Exploring mobile app to layer wine, culinary, cycling, hiking, gardens, arts & culture 122
123. The$Tourism$Partnership$of$Niagara$ Events
124. The$Tourism$Partnership$of$Niagara$ Nik Wallenda Walk •  World-wide media coverage •  Inspire the world to explore Niagara by building awareness of products & experiences •  Work with Niagara Parks Commission, OTMPC and CTC to coordinate our messages 124 :7#6%7'/&#3&;2*<#01&=0'%>7*'%1&?*7@%'20>& G((?$!"#$ !*+$%,--./0,$*9$,$9.2./5H$=./.3,5*6/$ 5*=H5$36B.$4,-+.3$S36A$5H.$/6563*6@9$ L-C*/=$%,--./0,$S,A*-CQ$4H6$H,2.$D../$ B.3S63A*/=$$H*=H$4*3.$,859$*/$!635H$ &A.3*8,$9*/8.$OYMNX$$ $
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125. The$Tourism$Partnership$of$Niagara$ Jay Cochrane Skywalker !  June 29 – Sept 24 !  Daily shows at dusk from Skylon to Hilton Tower !  Wire-walking: The Experience !  3-meter wire set a foot off the ground allows media and special guests an opportunity to try to walk on the same wire !  Appearances at locations across the region and in the GTA 125 $%&'()"*+$ $%&'!()!*+'!,$#! ./0.1/020/3.34! ! 31, 2012 arrett ourism Partnership of Niagara Falls, Ontario, Canada Spectacular Skywalk at Niagara Falls – Summer 2012 bin,
126. The$Tourism$Partnership$of$Niagara$ Canada AM Week of June 11 – date to be confirmed !  Recording live at Fort George to mark the opening of the War of 1812 commemorative events !  3 hour broadcast
127. The$Tourism$Partnership$of$Niagara$ Summer kick-off Breakfast TV – June 22 !  Live interviews from Oakes Garden Theatre: !  Jay Cochrane Skywalker !  1812 re-enactors !  Taped: !  Vineyard/winery for wine and culinary experience !  Cycling trail near the south coast with a stop at a peace garden or a patio in Port Colborne
128. The$Tourism$Partnership$of$Niagara$ Flatwater Sports Festival Welland International Flatwater Centre !  August 15-19 !  400 athletes from 40 countries !  1,475 attendees !  $1.4M visitor spending !  $2.5M economic impact !  1,000 room nights !  First time that the FINA World Junior Open Water Swim Championships will be held !  Program: !  Open water swimming competitions !  Ontario Summer Games Canoe Sprint Competition !  Canoe Polo Exhibition 128
129. The$Tourism$Partnership$of$Niagara$ Red Bull Crashed Ice Event To be confirmed !  November 29 – December 1 !  “Ice cross downhill” !  Down Murray Hill 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 !  $6.4 million in visitor spending !  475 million media impressions across 30 countries !  Broad appeal to Canadians (especially Quebecers), Americans and Europeans 129 &340.'I6/8IZ3' GLOBAL MEDIA OUTCOME 2011 2,830 - Number of items 917 - Number of media 475,006,835 -Contacts (Print and TV) CANADIAN OUTCOMES 1,184 pieces of coverage Number of Media Impressions 86,627, 843 <B+MMMMMMB><P<*<',<##='
130. The$Tourism$Partnership$of$Niagara$ GranFondo Event Exploring !  September 2013 !  A long distance cycling event that welcomes professional, amateur, and recreational cyclists !  5,000 riders !  Attracts affluent consumers from our target markets in North America !  Promotes our image as a cycling destination !  Region-wide course !  PR magnet for sports and mass media !  Whistler economic impact $2.8M with 10,000 riders 130 PMS 431 / CMYK (11/1/0/64) / RGB (106/115/123) PMS 186 / CMYK (0/100/81/4) / RGB (227/25/55) The Proposed Route ! TOIT Events Inc. | 1827 Victoria Diversion | Vancouver BC | V5N 2K2 | CANADA! PMS 431 / CMYK (11/1/0/64) / RGB (106/115/123) PMS 186 / CMYK (0/100/81/4) / RGB (227/25/55)
131. The$Tourism$Partnership$of$Niagara$ The World Garden Event Bid !  May to October 2017 !  150-days celebrating Canada’s 150th birthday !  Region-wide expo featuring gardens, gardening, culinary, wine, music, culture and the arts !  2.3 million visitors !  $240 million in visitor spending !  World comes to compete !  Broad appeal to Ontario, Canada, US, and target overseas markets !  Permanent enhancements to the host sites, including Niagara Parks Commission !  Rejuvenated parks and green spaces across the region !  New and enhanced pathways and bikeways !  Growth for the region’s horticultural industries 131
132. The$Tourism$Partnership$of$Niagara$ Meetings Conventions & Incentive Travel
133. The$Tourism$Partnership$of$Niagara$ MC&IT brochure 133
134. The$Tourism$Partnership$of$Niagara$ MC&IT brochure 134
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142. The$Tourism$Partnership$of$Niagara$ Get Involved! 142
143. The$Tourism$Partnership$of$Niagara$ Get Involved 1.  Sign up to receive our e-news 2.  Provide content: !  Operator listing !  Market-ready attractions & events !  Common offers “buy 2 get 3rd night free” 3.  Participate in partnership opportunities 143 www.NiagarasRTO.com
144. The$Tourism$Partnership$of$Niagara$ block$ The$Tourism$Partnership$ of$Niagara$ Thank you!