Tourism British Columbia-Japan2009 promotion highlights

Dec/08– Sep/09

Consumer Promotions

Canadian Dining “Whistler Café” in Naeba

Dec.20, 2008 – Mar.29, 2009

• Sponsored by Tourism BC, CTC, Tourism Whistler, Whistler Blackcomb, AC, Naeba Prince Hotel

• Posters, ski brochures, magazines, various collaterals, video

• Special Canadian menu, Illumination

• “Go Whistler” online campaign (2045 applications)

• “ Whistler Café Fair” (Jan.24-25) with free drink (1,500 guests)

• Whistler brochure distributed in 1000 room of Naeba Prince Hotel

• FM Yokohama “1 day report from Naeba”

• Café guests : 16,800, Naeba skiers : 1,3 million

Consumer & Online Promotions

Vancouver Night event for e-magazine subscribers

Dec.24, 2008 18:00 – 21:00 in Tokyo (Aoyama)• 250 attendees from Tourism BC/AC’s e-magazine subscribers • Talk show by marathon celebrity• Live concert by duo who lived in Vancouver • Travel counter with 5 tour operators, BC, AC• BC wine, Whistler Water and light food• drawing (1 pair of free ticket, goods)

Consumer Promotions

H1N1 Recovery & Awareness joint promotions (CTC, BC, AB, ON, AC)

Japan-Canada partnership 80th anniversary campaign • Newspaper ad : 5 columns/mono color x 7 newspapers July 03 (with royal family’s article) * Royal family visit (July 03-13) July 08 (with HIS ad for fall Canada) July 12 (with KNT ad for fall Canada)• Offer a pair of free business class tickets • July 01-15, 2009• 11,009 (online) + 8889 (postcard) = 19898 registered.

Consumer Promotions Media coverage of Royal family visit to Canada (July 03-13, 2009)

H1N1 Recovery & Awareness joint promotions (CTC, BC, AB, ON, AC)

In-Store promotion in July

NTA-Yokohama & TRAVEL CAFE

Consumer Promotions

In-store promotion with 5 tour operators with 200 retail stores in in eastern & western Japan

JTB, NTA, KNT, HIS, Club Tourism

H1N1 Recovery & Awareness joint promotions (CTC, BC, AB, ON, AC)

In-Store promotion in July

JTB - Kyoto

JTB - Hiroshima

Consumer Promotions

JTB – Osaka

Jul.18 issue (2P) Vancouver, Victoria, Whistler

Jalpak AdYVR 5-7days

JTB/Media AdYVR YYJ WHS 6days

H1N1 Recovery & Awareness joint promotions (BC& CTC)

Sankei living & Sakuraya Vancouver campaign (July/Aug)

Consumer Promotions

Same contents featured in their website

Coop with two tour operators

The message of “ Vancouver is the most livable city in the world “ is well received

H1N1 Recovery & Awareness joint promotionsSankei living & Sakuraya Vancouver campaign (July/Aug)

Consumer Promotions

Aug.01 & 22 issueVancouverdining & shopping

In-store promotion at 29 Sakuraya electric stores in Greater Tokyo area• Brochure• BC Video• “ Let’s go to Vancouver ! ” prize campaign

“Globe-Trotter” Online promotion

Consumer & Online Promotions

Period : Jun.29, 2009 - Feb.28, 2010Partnership with Tourism Vancouver and Tourism Whistler and AC.

• Tie-in with one of the most popular guide books and travel websites in Japan (average PV/month is 12,000,000)• Special 30P contents of Vancouver, Whistler and other BC information by theme and activities in summer and winter added to their BC destination page. • Offered two free trips to lady-bloggers, and reports were published in both of Globe-Trotter and Tourism BC’s blog site.• Present campaign x 3 times until Feb. 28 in order to increase the access

Consumer & Online Promotions

Vancouver Marathon

Official Japanese website launched in FebProduced the promotional DVD

Race infoEventsCourse MapEntry instructionsRace FAQ2008 Photo gallery2008 results

2009 tour infoTips for runnersSuggested shops and restaurants

Travel Trade PromotionsFams : West Coast 3 cities (Jun) Hiking in Whistler & Vancouver (Sep)

Education : Canada seminars in Tokyo & Osaka in April coop with CTC, AB, ON, Yukon and AC) TTL 244 attendees.

Publications : 2010 special “Let’s go to Vancouver, the host-city of2010 Winter Olympics & Paralympics)

E-News2010 travel trade e-newsletter Spring (Mar) Fall (Oct) Japanese version deployed

Media RelationsPress Tours : Organized 6 press tours related 2010 coop with CTC (TTL 30 media) (1) Whistler & Vancouver-P2P opening: Dec, 2008 (3 newspapers, 1 website, 1 news agency) (2) Vancouver & Whistler : Feb, 2009 (1 newspaper, 2 websites) (3) Vancouver & Whistler : Apr, 2009 (5 magazines, 2 websites) (4) Vancouver Island & Vancouver : Jun, 2009 (3 magazines) (5) Vancouver & Whistler : Aug, 2009 (4 magazines,3 websites, 1TV,1 FM radio) (6) 100days count-down Vancouver, Victoria, Whistler : Oct, 2009 (2 news agencies, 1 TV/website)

Special editions & radio program underway Radio InterFM : 15min programs on every Saturday during Oct-Dec National Geographic -special Canada issue (160P incl. BC/38P) in Nov Tabi (Travel) magazine (BC/70P) in Jan Mainichi-ga-Hakken (Find new things everyday) magazine (BC/120P) in Jan

Media Event – 2010 countdown

Feb.12 at Embassy (16:00-20:00)Organized by CTC, Tourism BC, Embassy150 media people attended Media coverage EAV : $789,000 (TV)+NP+online

Unveiling countdown board by Ambassador

Media briefing by CTC and TBC

Mascots photo session

Talk show with guests

Media Coverage 2009

2009 Jan-Sep Media Coverage EAV C$ 6.7 million (only for countable coverage)

Fuji TV NHK

NW/DL in-flight magazine

2010 count-down event generated; TV 6 stasions-21 programs Newspapers 29 Online news 10

Nippon TV 4 programs (60min)

Nippon TV

Online Promotions www.HelloBC.jp

Fresh content monthly, 43,000 monthly e-magazine“What’s New” site updated monthlyBlogs, Media coverage & links, Campaign links, Seasonal package tours links