Destination Cape Breton 2014 Review 2015 Preview

365

370

375

380

385

390

395

2011 2012 2013 2014

Room Night Sales

 

Average Spend per visitor party GOAL: $1073 INCREASE: 5% or $51 over 2013 RESULTS: $1075 Average length of stay GOAL: 5 nights INCREASE: 4% over 2013 REULTS: 5.6 nights

 

2014 Results to Objectives

Visitor Country of Origin

73%

24%

3%

Canada US Other

0%

5%

10%

15%

20%

25%

30%

35%

40%

2013

2014

Province / State Information

Some small gains were made in Ontario and in our US markets this year over last.

 

•  2.3 people in the average visitor party •  48% travelled as couples

o  Next most popular party composition is families with small children at 15%

•  65% also travelled to other destinations in Nova Scotia •  Average total trip length – 11.6 nights (5.6 spent in CB) •  57% between 45-54 years old •  30% HHI $50-$75K

 

About the Visitor

Demographic of NS Market

Category   Top  Response   %  in  NS   Overall  %  

Gender   Female   73%   65%  

Age  range   45-­‐64   59%   56%  

HHI   $50-­‐100K   34%   30%  

Employment  status  

Employed   57%   55%  

Most  favorable  month  to  visit  

August   33%   31%  

Previous  or  new  visitor  

Previous  visitor   89%   54%  

Demographic of Ontario Market

Category   Top  Response   %  in  Ontario   Overall  %  

Gender   Female   63%   65%  

Age  range   45-­‐64   59%   56%  

HHI   $50-­‐100  $100+  

28%  27%  

30%  25%  

Employment  status  

Employed   55%   55%  

Most  favorable  month  to  visit  

August   37%   31%  

Previous  or  new  visitor  

New   53%   46%  

Category   Top  Response  

%  in  MASS   %  in  NY   Overall  %  

Gender   Female   55%   45%   65%  

Age  range   45-­‐64   61%   53%   56%  

HHI   $100+   36%   42%   25%  

Employment  status  

Employed   60%   38%   55%  

Most  favorable  month  to  visit  

September   27%   33%   31%  

Previous  or  new  visitor  

New   66%   71%   46%  

Demographic of Top US Markets

Motivated by

Cabot Trail 78%

Outdoor activities 39%

Fortress of Louisbourg 36%

Culture and Heritage 34%

Cape Breton Music 33%

Bras d’Or Lake 30%

Experienced

Cabot Trail 79%

Coastal experiences 66%

Hiking 47%

Bras d’Or Lake /Cape Breton Music

43%

Fortress of Louisbourg 36%

   

•  67% Conversion rate from Cbisland.com to operator sites •  48% of travelers prefer to book online directly from an operator’s

website •  55% rate the quality of an operator’s website as highly important in

choosing a place to stay •  48% of respondents stayed in a hotel or motel while in CB

o  30% stayed in a bed and breakfast o  21% stayed in a cottage

 

Operator Impact

Destination Cape Breton Marketing Priorities

March 26, 2015

DCBA / NSTA Alignment Moving into 2015, DCBA will better align with NSTA in four key areas:

1.  Research 2.  Media Relations 3.  Website 4.  Creative

Research

2013 Demographic Comparison

Topic NSTA DCBA Top Canadian Markets •  36% Ontario

•  23% Nova Scotia •  21% Quebec

35% Ontario 28% Nova Scotia 7% Quebec

Top US Markets •  10% New York •  10% Mass •  7% Florida

14% Massachusetts 6% New York 6% Florida

Age Range (Top 45-64) 53% 56%

Employment Status (Top Employed

55% 52%

HHI (Top $50-75K) 18% 20%

Data sources NSTA and DCBA 2013 conversion studies

Motivated by

Cabot Trail 78%

Outdoor activities 39%

Fortress of Louisbourg 36%

Culture and Heritage 34%

Cape Breton Music 33%

Bras d’Or Lake 30%

Experienced

Cabot Trail 79%

Coastal experiences 66%

Hiking 47%

Bras d’Or Lake /Cape Breton Music

43%

Fortress of Louisbourg 36%

Target Market •  Psychographic

Authentic Experiencers and Cultural Explorers

•  Demographic Primarily 45-64, higher than average HHI, mainly empty nesters, women do majority of travel planning

•  Geographic Greater Toronto Area, Metro Halifax, New England and Montreal

Media Buy

Target Market: Greater Toronto Area •  Support and leverage the NSTA plan

•  Higher household income – supports focus to target visitors who stay longer and spend more

•  Strong visitation to cbisland.com in 2014 with little promotion

•  Capitalizes on direct flights from Toronto to Sydney

Target Market: Metro Halifax •  Shift to a focus on reasons to getaway – 15 in 15 events, retail

experiences

•  Three separate campaigns – Spring, Summer and Fall

•  Proven media choices

Social  Media  

24   24  

Online Advertising - Markets

•  Greater Toronto Area •  Boston / New England •  Halifax •  Montreal (English Speaking) •  Alberta (in conjunction with NSTA if that market is tested)

25   25  

Online Advertising - Channels

•  Google Adwords NSTA Google AdWords Partnership Novascotia.com direct ads CBIsland.com direct ads

•  Facebook Ads Video Specific ads Boosted postings

•  Tripadvisor •  ExchangeLab - Targeted Video Ads

Website  

Cape Breton Island content to be added to novascotia.com:

•  List of Top Ten Experiences with photos •  Top 10 Experience videos •  Cabot Trail Road Trip with video •  Live feed to cbisland.com for Festival & Events

•  Live feed to cbisland.com for packages •  Events 15 in 15

Cape Breton Island section of Novascotia.com before updates:

After updates:

Updated page on NovaScotia.com:

 

CreaRve  

Print - NSTA

Print - DCBA

Paradise  is  Just  a  Hike  Away  

Marketing Priorities for 2015 I.  Strengthen strategic marketing partnership with NSTA

II.  Capitalize on upcoming opportunities to drive incremental visitation increases such as the opening of Cabot Cliffs in 2015

III.  Foster media relationships to maintain accolades such as

one of CNN’s “Top 10 Dare to Go Places in 2014” and USA Today’s “Top Motorcycle Drive in North America”

IV.  Increase in room night sales by 1% over 2014 results

V.  Increase spend per visitor party to an average of $1179

VI.  Increase average length of stay to 5.9 nights

Thank you!

Questions?