ontario tourism marketing partnership corporation€¦ · • northern strategy development and...
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Ontario Tourism Marketing Partnership CorporationAn Agency of the Government of Ontario
ONTARIO
TOURISM
MARKETING
PARTNERSHIP
CORPORATIONSEPTEMBER 8, 2017
VISIONTo position Ontario as a preferred global destination.
MISSIONTo generate increased visitation by Ontario, Canadian and international tourists, enhance tourism
expenditures in Ontario, and contribute to provincial economic prosperity through impactful
marketing and results oriented investment partnerships.
TOURISM MATTERS – ECONOMIC IMPACT SNAPSHOT
142 Million
total Visits
$25.4 Billion
in visitor
spending
389,000
tourism-
related jobs
Source: Statistics Canada: MTCS’s Tourism Regional Economic Impact Model
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VISION / MISSION
➢ All activities
undertaken with a
goal to position
Ontario as a
preferred global
destination.
➢ Maintain focus of
increasing
visitation and
enhancing visitors
expenditures.
EXCELLENCE
➢ Strive for
excellence in
marketing.
➢ Stand out amongst
the competition.
➢ Be recognized for
being the best.
PARTNERSHIPS
➢ Invaluable
relationship with
partners.
➢ Continue to create
strong
partnerships.
➢ Work with
stakeholders to
build alignments.
ONTARIO TOURISM PRIORITIES
OTIC’s
MULTIFACETED WITH PAID, EARNED AND OWNDED ASSETS
5
‘WHERE AM I?’ BRAND PLATFORM
Target Markets: Ontario, Quebec, U.S.
Integrated Campaign
Leveraging ‘Where Am I’ Brand Platform:
• OTMPC has developed a brand story to inspire & intrigue
• We encourage tourism partners to amplify & share Ontario Tourism’s brand voice
• We have committed to 17 digital partnerships with industry to leverage the platform
• OTMPC is developing a brand content playbook tool for partners
• Television • Social Media
• Digital • Promotions
• Media Relations • Print/Magazines
6
‘WHERE AM I?’ HIGHLIGHTS OF CAMPAIGN
2016/17 Results
11.9 MILLION Video Views
63.8 MILLION Impressions
48 THOUSAND Social comments & reactions
TOP 10 Performing keywords search queries
in Ontario
AWARD RECOGNITION• Canadian Tourism Awards Marketing: Campaign of the Year
• Cannes Lions Nominee Promo & Activation
• Marketing Magazine Awards: Silver – Integrated Campaign | Bronze – Television Single
• Strategy Marketing Awards: Creative Catalyst Award | Game Changer Award | Turn Around Strategy Award
2017 PROMO! Award
• Communication Arts 2017 Advertising Competition WINNNER -Television Commercial, WAI?
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TOURISM SAULT STE. MARIE & AGAWA CANYON
• Increase Agawa tour train package bookings in July and August
by 10%
Results To-Date
• 1.7 million video views*
• 54,000 leads to Agawa Train booking site
• 109% of goal reached for bookings***
Leveraging Partnerships
RTO2-Tourism Partnership of Niagara
RTO4 Elora partnership
Early planning discussions with RTO6,8,9,11
Cycling initiative with RTOs and Cycling coalition
Group of Seven partnerships with RTOs and cultural stakeholders
‘WHERE AM I?’ ALIGNED PARTNERSHIP CAMPAIGN
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OTMPC - Led Campaigns + Destination Canada Led Campaigns + Travel Trade + Media Relations
TIER
1
TIER
3
Destination Canada Led Campaigns + Travel Trade + Media Relations
TIER
2
ONTARIO QUEBEC UNITED STATES UNITED KINGDOM CHINA
CANADA
MEXICO
INDIA
SOUTH KOREA BRAZILJAPANFRANCEGERMANY
Travel Trade + Media Relations
WHERE AM I?
OPTIMIZE BRAND PLATFORM
INTERNATIONAL MARKETING: ACTIVITY BY MARKET
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• $2.5 million combined investment (OTMPC, Toronto,
and Ottawa).
• Generated about 63,000 incremental trips to Ontario.
• An estimated $43-million in visitor spend.
Ontario content highlights
• 8 million video views and 85,000 story views.
• 8,400 direct leads to industry.
2017
• Campaign continues with a combined investment from
OTMPC, Toronto, Ottawa and Niagara Falls
2016
CONNECTING AMERICA
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SPECIAL CAMPAIGNS
• Travel Magazine
• OT.net/LGBT Website
• Integrated into ‘Where Am I?’ Commercial
• Ad buys in targeted magazines
2017 Travel Gay Canada LGBT Tourism Marketing Awards
Winner of Best Destination Marketing Campaign (PMO)
SPOTLIGHT: LGBTQ+ MARKET
• CANADIAN CANOE CULTURE • GROUP OF SEVEN
• CYCLING • INDIGENOUS TOURISM
ALIGNMENT IN MOTION
While the strategic planning process is ongoing, we are not waiting for the release of the
plan to move on the very important goals we have in our sights. Here are some of the alignment initiatives we have already in motion.
• Northern Strategy Development and
experiential working groups – Group of
Seven, etc.
• Content Playbook – a scaleable guide on how
partners can align with the WAI? platform within
their marketing efforts
• WAI? Digital Partnerships –executing 17 digital
initiatives that build brand momentum through
co-marketing
• WAI? Regional Pilot – executed a Where Am I?
Agawa Canyon campaign
• Common KPIs – definitions developed
• Greater alignment internationally – actively
partnering with Destination Canada
• Shared Metrics Dashboard –measuring co-
marketing initiatives
• Market by Market Approach – UK pilot Activity
Group has been launched
• Stronger stakeholder engagement – increased
visibility and an OTMPC Ambassador approach
• Aligning RTOs through advance planning -
meetings to develop co-marketing partnerships in
2018-19 with each RTO are underway
• Expanded Communication Strategy – plans for
TIAO Town Halls and a Passport re-boot are
underway
PARTNER
OPPORTUNITY
OTMPC PARTNERS WITH INDUSTRY
ALIGNMENT IS A PRIORITY
• ACCOMODATIONS
• ATTRACTIONS
• EXPERIENCES
• TRANSPORTATION
• FESTIVALS AND EVENTS
• OUTDOOR ADVENTURE
• ETC.
• REGIONAL TOURISM ORGANIZATIONS
• DESTINATION MARKETING ORGANIZATIONS
• SECTOR ASSOCIATIONS
DESTINATION CANADA OTMPC
INDUSTRY
STRUCTURE
TOURISM OPERATORS &
SUPPLIERS
Targeted Private Sector – i.e. Transportation
DIGITAL
ONTARIOTRAVEL.NET
• 4.8+ MILLION VISITS
• 3500 INDUSTRY PARTNER
LISTINGS
• OVER 1.3M LEADS TO
PARTNERS ANNUALLY
EMAIL DATABASES
• 247,000 OPT IN CONSUMER
DATABASE
• 6000 OPT IN INDUSTRY
DATABASE
MOBILE APP
• 73,000+ DOWNLOADS
Source: OTMPC as of Jan 2017
SOCIAL
ROBUST SOCIAL MEDIA
CHANNELS INCLUDE:
• FACEBOOK - 287,500
• INSTAGRAM - 157,000
• TWITTER - 71,400
• PINTEREST - 4178
• YOUTUBE - 4416
• ONTARIO TRAVEL BLOG
COMMUNITY ENGAGEMENT
• 874,000+
REACH
• 81.2M
OUR ASSETS
PAID ADVERTISING
ONGOING PAID ADVERTISING IN
PRIORITY MARKETS
SALES MISSIONS AND
TRADE EVENTS
DOMESTIC AND INTERNATIONAL
ACTIVITY
• FAMILIARIZATION TOURS FOR
MEDIA & TOUR OPERATORS
• SALES MISSIONS and EVENTS
• JOINT MARKETING WITH TRAVEL
TRADE
OTICS
11 TRAVEL INFORMATION CENTRES
IN ONTARIO WITH OVER 1 MILLION
VISITORS ANNUALLY Source: OTMPC as of July 2017
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• RTO 9 & Partner Listings on OntarioTravel.net
• Native Ads Digital Partnership
• Where Am I Print Publication (French & English)
• Union Station Backlit Advertisements
• OTIC Kiosk Advertisements (Bainsville/Hawkesburry)
• ONRoute Digital Kiosk Videos
• Tourism Industry Partnership Program (TIPP)
• Video Production Partnership
• SLPC
• Tourism Kingston
• Social Media Features
2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS
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• Travel Trade
• DC Global MEGA FAM going through RTO9.
• TRADE FAM with Canada Specialist Agents from UK, Germany, France, Switzerland, Korea,
Mexico and Brazil.The whole FAM is Sept 30 to Oct 4. Oct 1, 2, 3 they see Rockport,
Gananoque and Kingston.
• Bay of Quinte Regional Marketing Board Conducted - site inspections followed by a Trade
Workshop with 15 partners.
• Tourism Kingston – Participated in Boston Sales Mission and is participating in NY Sales
Mission
• 1000 Islands Tourism/Accommodation Partners – NY Sales Mission
2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS
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• Media Relations• China Media FAM National Geographic
Traveller- May Visited Upper Canada Village,
Kingston, Thousand Islands. Published in
August issue a second article upcoming in the
October 2017 issue). AVE $1.6 million
circulation of 954,000
• 1000 Islands Accommodation Partners UK
Group media fam (Sept 13-15)
5 media total plus OTMPC’s UK in-market rep.
• Food Network.com ON Wine Regions
• Vogue.com – Prince Edward County Feature
• Toronto Star/Metro – Prince Edward County
Feature
• Canadian Canoe Project (Canadian Media) –
Rideau from Kingston to Ottawa (in progress)
2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS
1
2
3
4
5
6
7
8
9
10
Register your FREE business, events, and package listings
Travel Trade/Sales Missions
Provide content/story ideas
Media relations/familiarization tours
Social media
Opt-in to receive OTMPC communications
Ontario Travel Information Centres
Collaborate on marketing initiatives
Tourism Industry Partners Program (TIPP) funding for out-of-province campaigns
Advertise in OTMPC programs
Strategy development and consultation on markets, segments, tactics, market
readiness, etc…
WAYS TO LEVERAGE OTMPC
ontariotravel.net Mobile app Call Centre Online Chat
INTEGRATION = VALUE
Trip planner onontariotravel.net
OTICs
➢ Website - over 4.8 Million Visits
➢ Mobile App - over 73,000+ downloads
➢ Call Centre - #calls 2016-2017: 63,866
➢ OTICs - 1 Million consumers through the centres annually
➢ Live Chat - #chats 2016-2017: 13,498
FREE Listing, Packages and Events - Integration
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ONTARIO TRAVEL INFORMATION
CENTRES (OTICS)
11 OTIC centres
Welcome 1 million+ visitors/year
Visitor spend: $966K
Travel Information Services Conference 2017
Windsor – Caesar’s, Oct 11_13
“Creating Customer Connections.”
oticsconference.ca
Advertising Opportunities | Ticket Sales | Brochure
Distribution | Accommodation Reservations and more!
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NEW KIOSKS
20 Locations, 60 Screens (3 per location)
Located along HWY 400 and 401 corridor
PERFORMANCE SNAPSHOT – MONTHLY AVERAGES
• Impressions – 890,312
• Interactions – 174,325
• Conversion rate – 19.6%
• Engagement – 1.4 minutes
• Viewers – 51.7% female
• Viewers – 52.6% adult (35–65), 43.9% young adult (13-35)
• Peak time of interaction – Fridays after 5:00pm
• Clicks to OT.net – 3,365 page views
ONROUTE KIOSKS
Source: Cineplex Digital Media as of May 31, 2017
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OPT-IN TO
RECEIVE OTMPC
OPPORTUNITIES AND
COMMUNICATIONS
REGISTER YOUR FREE
LISTING!
Industry/Partner Website:
www.tourismpartners.com
New Account – listings registration
Existing Account - log in
Opt-in to receive OTMPC
communications
Tourism Partners | Industry Website
CONNECT WITH US!
@Ontario Travel
@Ontario Travel
@Ontario Travel
@Ontario Travel
@TravelOntarioCanada
#DiscoverON
Kevin Forget is Ontario's travel expert.
Follow Kevin @ontariokevin on Twitter, and subscribe
to www.youtube.com/travelontariocanada to catch his latest
videos. Get detailed seasonal reports, such as Spring
Blossoms, Fall Colour, and Ski, Snow and Ice Fishing
conditions to help you plan your trips throughout the year, as
well as suggestions on upcoming events below.
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416-314-6314 | 1-888-365-4422