TOURISM PLAN. YG Photo: F. Mueller

Transcription

1 TOURISM PLAN YG Photo: F. Mueller

2 Contents: Executive Summary 2 Marketing Plan Strategic Initiatives 4 02 Distribution Channels 5 03 Digital Strategy 7 04 Explorer Quotient 8 05 Primary Markets 10 Canada 10 U.S. 16 German-Speaking Europe Secondary Markets 22 Australia 22 United Kingdom 25 Japan Emerging Markets 31 The Netherlands 31 France 34 South Korea Monitor Markets Tourism Marketing Budget Tourism Yukon Marketing Unit Team 43 Product Development and Research Plan 44 Visitor Services Plan 49 YG Photo: W. Towriss TOURISM PLAN

3 EXECUTIVE SUMMARY The Tourism Plan builds on the foundation of previous years programs while recognizing the impact global events like economic recessions, volatile financial, fuel and stock markets, wars and terrorism have on our tourism performance and revenues. Events such as these provide the incentive to collectively be more strategic, more adaptable, more efficient and integrated in the development, implementation and evaluation of all our marketing, product development, research and visitor services programs. This year s Tourism Marketing Plan is a companion piece to our Tourism Marketing Strategy and sets out objectives and tactics to grow tourism revenues in the territory. The Senior Marketing Committee (SMC), appointed by the Tourism Industry Association of the Yukon (TIAY), was engaged in the establishment of our strategic plan and priorities. Tourism Yukon remains committed to ensuring that Yukon tourism marketing is industry-led, market-driven and research-based. YG Photo: F. Mueller TOURISM PLAN 2

4 MARKETING PLAN YG Photo: J. Kennedy TOURISM PLAN

5 STRATEGIC INITIATIVES In addition to its ongoing tourism marketing activities, Tourism Yukon will focus on six Strategic Initiatives in the coming year: Review investments in marketing, partnerships, projects, campaigns and programs funded or delivered by Tourism Yukon Integrate Yukon brand guidelines across all marketing activities Develop and implement the Global Media Relations Strategy Develop and implement the Digital Strategy Develop the Explorer Quotient (EQ) implementation plan YG Photo: R. Hartmier Strengthen and leverage strategic partnerships TOURISM PLAN 4

6 02 DISTRIBUTION CHANNELS Tourism Yukon s marketing framework takes a channel marketing approach segmented as consumer; travel trade; media relations and public relations (PR); and meetings, incentives, conventions and events (MICE). Media and Public Relations Tourism Yukon is currently in the development and organization of a number of strategic media relations and PR initiatives that, when fully implemented, are poised to have a significant and positive impact on the generation of unpaid media coverage from Canada, the U.S. and international markets. Tourism Yukon s primary strategic Media/PR initiative will be the implementation of its Global Media Relations Strategy. Key objectives incorporated into the global strategy include: Integration of North American media relations activities within consumer and trade platforms Integration of North American and overseas media relations and PR initiatives Activation of appropriate social media initiatives as outlined in both the Global Media Relations Strategy and the recently developed Digital Strategy The successful implementation of these new initiatives are expected to enhance communications with media contacts thereby increasing the potential to generate online, traditional print and electronic unpaid media coverage. Travel Trade The travel trade channel is critically important to Tourism Yukon, particularly in the overseas markets. Many international visitors to Yukon choose to book their vacation through a travel agency. Travel agencies typically purchase from a tour operator who packages and promotes Yukon tourism products and experiences. Our support of the travel trade varies depending on market, but generally includes the following activities: Attending key travel trade marketplaces to meet with key accounts and identify potential new travel trade partners Providing up-to-date product and planning information Encouraging the travel trade to carry and promote Yukon products and experiences Supporting familiarization (FAM) tours for product managers and sales agents to increase their awareness and sales of Yukon travel experiences Creating strategic co-operative marketing partnerships and promotions to enhance destination awareness and generate sales YG Photo: F. Mueller TOURISM PLAN

7 YG Photo: F. Mueller Consumer Tourism Yukon s marketing efforts that reach consumers both online and off-line, are designed to increase awareness of Yukon as a travel destination, build a desirable image of Yukon, and drive the purchase of Yukon tourism products and experiences. Consumer marketing activities are focused on specific, targeted market segments within key geographic markets. Tourism Yukon utilizes a variety of communication vehicles that target consumers including: Advertising (digital, print, out-of-home and broadcast) Digital (website search engine optimization, e-marketing, pay-per-click), social media Direct mail list purchase Consumer shows Partnerships and cooperative marketing Meetings, Incentives, Conventions and Events (MICE) Tourism Yukon will continue to partner with the Yukon Convention Bureau (YCB) to promote the Yukon as a MICE destination. The YCB is a non-government organization (NGO) with more than 100 members committed to promoting Yukon as a MICE destination. Since its inception in 1998, the YCB has developed a trusted and recognized brand in the meetings and conventions marketplace: Yukon: Experience the Rush positions Yukon as an exciting Canadian MICE destination. YCB targets MICE planners interested in hosting their events in Yukon. It reaches these planners primarily by attending trade shows, marketplaces and other sales events. Marketing activities include: Internet marketing specific to the needs and interests of meeting and convention planners Hosting association executives and meeting planners on site visits to showcase Yukon s growing inventory of meeting and convention facilities, activities and suppliers Conducting sales calls to Yukon regional, national and provincial association executives and meeting planners Encouraging and supporting local associations, government agencies, First Nations and municipalities to host meetings and events in Yukon TOURISM PLAN 6

8 03 DIGITAL STRATEGY As the online world continues to rapidly evolve, so does Tourism Yukon s digital marketing effort. TravelYukon.com will re-launch in the next two years with an enhanced focus on core experiences, engaging photography, video, relevant user-generated content and compelling product offers. Tourism Yukon has developed a Digital Strategy that lays out a plan to implement digital marketing activities across all distribution channels. The strategy focuses on website, social media, e-marketing and direct to consumer marketing in the digital space. Tourism Yukon will implement enhanced website and social media marketing in the coming year. There will be a conscious shift to focus more on leading the Yukon tourism industry to become more digital marketing savvy and build relationships with new audiences through social media platforms like Facebook, Twitter, YouTube and Flickr. The primary objective of the strategy is to increase the number of conversations and exposure Yukon receives. Every digital initiative undertaken by Tourism Yukon should: Create increased awareness of Yukon Provide information that moves consumers along the Path to Purchase Answer the specific needs of a segment enticing them to make the decision to travel to Yukon The Digital Strategy focuses on website, social media, e-marketing and direct to consumer marketing in the digital space. YG Photo TOURISM PLAN

9 04 EXPLORER QUOTIENT (EQ) In 2005, Tourism Yukon made a strategic decision to adopt a customer segmentation approach which breaks down the market into groups of customers based on demographics, geography, motivations and attitudes towards travel. This decision was guided by research that identified and profiled Yukon s three priority targets as Adventure Challengers, Cultural Explorers and Scenic Outdoor Travelers. While this approach has enhanced the efficiency and effectiveness of our marketing programs measured through response rates, conversion rates and return on investment (ROI), the segmentation research and analysis was only conducted for Canada and the U.S. For international markets, we have been utilizing the Canadian Tourism Commission s Explorer Quotient (EQ) segments that were developed through marketspecific research that is refreshed on a regular basis. With the consolidation of the North American and Overseas marketing units in 2011, a strategic decision was made to adopt a global approach to brand integration and segmentation marketing to increase the efficiency, effectiveness, ROI and analysis of global marketing investments hence EQ. What is EQ? EQ is a marketing and product development tool developed in response to a need to understand potential travelers to Canada in an increasingly competitive tourism marketplace. EQ segments potential travelers by social values, motivations and attitudes towards travel, that inspires them to make a travel decision and destination choice. EQ creates an opportunity to build competitive advantage by not only enhancing communications to potential travelers but by tailoring experiences to align with what they are looking for. In simple terms, EQ is about knowing who our best customers are, what travel experiences they are seeking, and how to effectively communicate to them with relevant, inspiring messages that push them along the path to purchase. EQ social values research can be integrated with demographic and psychographic research enabling us to strategically target highly qualified prospective visitors. YG Photo: D. Crowe TOURISM PLAN 8

10 NEXT STEPS In the coming year, Tourism Yukon will complete and launch an EQ Implementation Plan it will be a two-year implementation window. Key activities in year one will include: Education and communication workshops and presentations about what EQ is How we are leveraging EQ and what is in it for industry Develop Yukon specific EQ Profiles for all geo-markets based on EQ types Integration across all marketing communications, in all markets Consolidation and integration of EQ research into our market research Implementation progress analysis and reporting YG Photo: C. Archbould TOURISM PLAN

11 05 PRIMARY MARKETS Canada Outlook and Opportunities The Canadian Tourism Commission (CTC) 2011 Canada Market Report shows that of Canadians, both Cultural Explorer and Authentic Experiencer EQ types have a higher than average interest in visiting Yukon. Cultural Explorers tend to value peerto-peer and word of mouth travel information and utilize social media networks more than average. Authentic Experiencers tend to value traditional travel advertising and utilize web-based travel planning tools more than average. Tourism Yukon will focus on traditional, out-of-home and online advertising, as well as actively engaging social media networks to maintain and expand our reach within these two primary target EQ types. We will continue to strategically target the Designated Market Areas (DMA s) of Vancouver, Calgary, Edmonton and Toronto with our Destination Yukon marketing campaign to maximize the effectiveness and ROI from our marketing budget. Yukon s hosting of GoMedia Marketplace in May 2012, the CTC s premiere media event for Canadian and overseas media held annually in Canada, will produce immediate and ongoing editorial coverage of Yukon in all of its key markets particularly in Canada, YG Photo: D. Crowe Tourism Yukon will focus on traditional, out-of-home and online advertising, as well as actively engaging social media networks to maintain and expand our reach within these two primary target EQ types. as more than 50 domestic journalists will attend. Attendance by the CTC s Media Relations/PR staff and agencies will serve to cement Yukon s storybearing attributes and have the CTC refer top-flight domestic media to our destination year after year. We will continue to provide support to travel agents, tour operators, receptive tour operators and other companies who market to and bring visitors to Yukon. We will work in partnership with Yukon s tourism industry targeting travel agents in our DMAs to increase the knowledge and sales of Yukon travel products and experiences. We will ensure that tour operators across Canada receive updates on Yukon products, new attractions, FAM tours and opportunities to participate in cooperative marketing TOURISM PLAN 10

12 Objective Tactics Key Performance Indicators/Targets CONSUMER in Canada Increase volume of desired consumer actions on TravelYukon.com Incorporate calls to action to TravelYukon.com in all consumer campaigns Improve profile/access to Vacation Planner (VP) order page Incorporate Order a VP calls to action on TravelYukon.com Improve profile/access/layout of operator listing and offers Site traffic Number of Yukon VPs ordered Number of referrals from TravelYukon.com to operator websites and offers Increase co-operative marketing opportunities for private sector involvement with campaigns Incorporate cooperative marketing opportunities within campaigns Communicate co-operative marketing opportunities to private sector further in advance of campaigns Number of private sector partners in campaigns Level of private sector co-operative marketing investment in campaigns Increase consumer inquiries and purchases of Yukon tourism products in DMAs Campaign activities to drive consumer traffic to TravelYukon.com Improve profile/access to VP order page Referals to operators websites Number of VPs ordered Traffic to product offers on TravelYukon.com Increase consumer awareness of Yukon in DMAs Implement 2012 Destination Yukon marketing campaign Consumer impressions made by campaign components TOURISM PLAN

13 Objective Tactics Key Performance Indicators/Targets CONSUMER in Canada (continued) Continue to partner with Yukon industry members on consumer show attendance Continue partnership with Yukon industry on: Toronto Adventure Show, Vancouver Outdoor Adventure Show and the Edmonton Home and Garden Show and possibly other shows that show potential Work with industry to develop a Consumer Show Strategy and Program Number of consumers that attend the show and contacts made Number of leads collected at the show Number of Yukon partners that participate in the shows TRAVEL TRADE in Canada Leverage sales opportunities for Yukon suppliers Promote and introduce trade-ready Yukon suppliers to Canadian tour operators Increase the quantity and diversity of Yukon product actively promoted by tour operators in their brochures and online Conduct sales training and presentations Number of Yukon operators participating in TY hosted and sponsored events and activities Number of Yukon trade-ready operators listed in the travel trade website Number of operators participating in the online packages section Number of training sessions/seminars conducted Raise awareness and sales of Yukon travel products and experiences through travel agents Promote Yukon-based packaged tours among retail travel agents (TAs) through sales calls and marketplace appointments Host travel agent FAM tours Number of FAM tours hosted Contact reports from key marketplaces/events Number of sales calls conducted Traffic to the travel trade website TOURISM PLAN 12

14 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in Canada (continued) Forge partnerships with tour operators and receptive tour operators Develop cooperative marketing agreements with key tour operators and receptive tour operators in Canada Appointments at Rendezvous Canada Number of cooperative marketing agreements negotiated key metric to be number of Yukon Number of appointments at RVC with operators report on contact and results Number of Yukon room nights sold MEDIA RELATIONS AND PR in Canada Generate media relations partnership investment Actively seek traditional and non-traditional partnership investment Strengthen relationship with the CTC Level and value of traditional and non-traditional partnership investment Level and value of industry investment Integrate North American and overseas media relations activities and initiatives Activate appropriate initiatives within social media platforms Integrate cross-program resources Develop and implement the Global Media Relations Strategy Organize and host a successful GoMedia 2012 Value of unpaid media coverage generated Level of integration attained Quantity and quality of hosted media Cost/benefit analysis of program resources TOURISM PLAN

15 Objective Tactics Key Performance Indicators/Targets MEDIA RELATIONS AND PR in Canada (continued) Integrate North American media relations activities within consumer and trade platforms Integrate cross-program staff and financial resources Actively seek multi-platform marketing/promotional opportunities Value of unpaid media coverage generated Level and value of industry investment Level of integration attained Cost/benefit analysis of program resources Organize and host a successful GoMedia 2012 Affect the media selection process Solicit partnership investment Build beneficial relationships with TIAC and CTC Build a cohesive and effective Host Committee Value of unpaid media coverage generated Level and value of partnership investment Level of partner, industry and delegate satisfaction Generate awareness of the 30th anniversary of the Yukon Quest International 1000-Mile Sled Dog Race. Seek media relations/pr opportunities Actively solicit and host targeted journalists and media outlets Value of unpaid media coverage generated Quantity and quality of hosted media TOURISM PLAN 14

16 Objective Tactics Key Performance Indicators/Targets MEETINGS INCENTIVE CONVENTIONS AND EVENTS in Canada Form stronger partnerships and enhanced/new relationships with key meeting and convention planners. Attend three to five key trade shows such as Tete-a-Tete in Ottawa Host two FAM tours in the fall and winter comprised of eight to 16 meetings and event planners total Host two to four client events in market Take out a membership in industry associations such as Meeting Professionals International (MPI) and Canadian Society of Association Executives Conduct targeted sales calls in conjunction with trade show opportunities to meet with planners one on one and follow up with leads (CSAE) Advertise in key industry publications that are targeted to our markets (member participation encouraged) Number of quality MICE leads generated Number of events secured Value of economic impact generated by Yukon events Number of client events hosted Number of sales calls conducted Generate awareness of Yukon as a potential meeting location among local association, government and corporate meeting planners Promote the MICE sector and membership in the YCB Local promotion of the MICE sector through programs such as Bravo Awards, Red Carpet Tour Provide potential leads with formal bid proposals Host site inspections and FAM tours for meeting and event planners interested in hosting an event in Yukon Encourage Yukoners to host a meeting at home Number of members retained and the number of new members signed up Number of business leads provided to members Number of events hosted in Yukon Number of site inspections hosted/conducted TOURISM PLAN

17 U.S. The U.S. ranks first as a visitor market for Yukon, accounting for 206,271 visitors in 2011, or 77.4 per cent of total visitation. Clearly, in spite of a slight decline over the past five years, this remains Yukon s largest market by a vast margin. Strategically, the U.S. represents a significant opportunity to generate revenue for Yukon s tourism industry. More than 800,000 cruise ship passengers (notably not all Americans) are within 180 kilometres of Yukon and more than 150,000 visitors will travel through Yukon on their way to Alaska. The American penchant for adventure travel and outdoor experiences stands well for the Yukon and its product offerings. The key will be to target specific interest groups with specific product to ensure cost efficient marketing. Taking advantage of social networking and specific websites that attract special interest travellers will be the key to marketing the Yukon s outdoor product in the U.S. Tourism Yukon will continue to focus on cooperative marketing and partnerships as the key approach in the U.S. market for consumer marketing. Key partners include the Alaska Travel Industry Association for the Joint Yukon-Alaska program, and Alberta, B.C. and Alaska for the Tourism North program. This approach enables Tourism Yukon to leverage its U.S. consumer marketing budget of $330,000 to more than a million dollars. An enhanced focus on digital, including social media, will create new opportunities to speak to potential U.S. travellers and will be a key component of our marketing efforts targeting the U.S. We are exploring ways to leverage the efficiency of digital marketing in both existing and potentially new marketing initiatives and campaigns. Continued participation and sponsorship of the CTC s Canada Media Marketplace held annually, on a rotating basis, in New York and San Francisco, continue to position Yukon as an exotic and premiere wilderness destination to targeted U.S. media outlets. The long-standing appointment and service of Tourism Yukon to the CTC s National Working Group on Communications ensures access and input in to American market strategic initiatives favourable to Tourism Yukon s own objectives. Travel trade activities will leverage long-term relationships with key partners like Holland America Line, Alaska-based tour operators and a number of other tour operators that work extensively in the U.S. market. In the coming year, we are going to assess our attendance at U.S. marketplaces to determine if the return on investment meets expectations. The YG Photo: D. Crowe withdrawal of the CTC from trade and consumer marketing in the U.S. has had an impact on our ability to effectively work with the travel trade in the U.S. We will continue to host trade FAM tours and conduct a limited number of strategic sales calls and training sessions with the sales teams of key U.S. travel trade partners and tour operators. An increased emphasis will be placed on the travel trade website in the coming year to ensure that it effectively meets the needs of our travel trade partners and creates new opportunities for us to efficiently communicate with them about travel opportunities in Yukon TOURISM PLAN 16

18 Objective Tactics Key Performance Indicators/Targets CONSUMER in U.S. Partner with Alaska on co-marketing campaign targeting long-haul travellers Implement 2013 Joint Yukon-Alaska marketing program Implement contact program to ATIA contact lists Number of leads generated Conversion rate of leads generated Cost per conversion Number of VPs ordered through online offer to ATIA contact lists Partner with Alaska, B.C. and Alberta on co-marketing program focused on long-haul rubber tire traffic Implement 2013 Tourism North marketing program Number of leads generated Conversion rate of leads generated Cost per conversion Continue with ATIA partnership at the Quartzite RV show Continue with ATIA partnership in attending the Quartzite RV shows in the Arizona that draws 150,000 RV enthusiasts Number of leads generated at the show Conversion rate of leads generated Cost per conversion TRAVEL TRADE in U.S. Support the development of and leverage awareness and sales of Yukon trade-ready suppliers in U.S. market via travel trade partners in U.S. Work with Yukon suppliers on FAM tour program Promote trade-ready Yukon suppliers and product to U.S. tour operators at select trade marketplaces within the U.S. Enhance the travel trade website Host FAM tours Number of FAM tours hosted Number of meetings at marketplaces with operators report on contact and results Traffic to the travel trade website TOURISM PLAN

19 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in U.S. (continued) Develop cooperative marketing agreements with FIT (fully independent travellers) and group tour operators or receptive tour operators in the U.S. Develop cooperative marketing agreements with key tour operators and receptive tour operators in Canada Number of cooperative marketing agreements negotiated key metric to be number of Yukon room nights sold MEDIA RELATIONS AND PR in U.S. Generate unpaid media coverage within the U.S. Seek media relations/pr opportunities Actively solicit and host targeted journalists Attend Media Marketplace in New York Affect and influence CTC U.S. media relations programs Assess a membership in the Society of American Travel Writers Association Value of unpaid media coverage generated Quantity and quality of hosted media Quantity and quality of new media contacts made Level and value of coverage attained through involvement/investment in third party media relations/pr initiatives Appointments conducted and results from Media Marketplace Generate media relations program partnership investment Actively seek traditional and non-traditional partnership investment Affect and influence CTC media relations programs Strengthen relationship with the CTC Level and value of traditional and non-traditional partnership investment Level and value of industry investment Leverage social media to enhance the media relations/pr program Continue development and enhance the media website to accommodate mobile and social media Establish and maintain Twitter account for media engagement and communications Traffic to the media website and analysis of visitor behaviour on the site Number of Twitter followers and traffic outbound and inbound TOURISM PLAN 18

20 YG Photo Germany, Switzerland and Austria have a strong awareness of Yukon as a travel destination at the consumer level. German-Speaking Europe (Germany, Switzerland and Austria) Outlook and Opportunities Germany, Switzerland and Austria collectively described as German-Speaking Europe (GSE) form the Yukon s largest overseas market and third largest market overall 9,382 visitors in 2011, or 3.7 per cent of total visitation to Yukon and 40.3 per cent of all overseas visitors. There is a strong awareness of Yukon as a travel destination at the consumer level. Indeed, the Fulda Yukon Challenge generates approximately four million dollars annually in unpaid media coverage for Yukon. Yukon enjoys direct, non-stop weekly flights in summer from Frankfurt (Condor) and one-stop flights with connections from Vancouver or Calgary. Several established Yukon suppliers are currently in the market actively targeting the German trade, and to a lesser extent, direct consumer bookings. The GSE market is significant for Yukon; Germany in particular boasts a strong and growing economy that is the engine for Europe. The Fulda Yukon Challenge presents additional opportunities for exposure within the market and Yukon Bay at the Hannover Zoo provides excellent opportunities for public relations activities, trade events, brochure launches, media events and education. YG Photo TOURISM PLAN

21 Objective Tactics Key Performance Indicators/Targets CONSUMER in German-Speaking Europe Generate awareness of Yukon products and experiences through web and social media Maintain, provide content, promote and seed the TravelYukon.de (German-language) website Expand use of Yukon Grizz on web and social media platforms Campaign clicks Website traffic Leads generated TRAVEL TRADE in German-Speaking Europe Leverage opportunities, form stronger partnerships, and enhanced (new) relationships with tour operators Conduct two FAM tours for product buyers and travel agents from key wholesaler accounts Conduct consumer direct campaigns in-market with GSE tour operators Participate at trade shows such as ITB, consumer marketplaces, Canada-focused special events, and special promotions in partnership with GSE tour operators Participate in the CTC Canada Specialist Program to educate agent and provide training/educational sessions on Yukon products Continue the Yukon-Alaska specialist training program Conduct in-house, wholesaler-specific agent training/ education sessions Implement a twice yearly e-newsletter to the German trade database Facilitate and encourage relationships with Yukon-based suppliers Support sales of Yukon products via partnerships with key in-market tour operators Support market-focused product development for Yukon suppliers and Canadian receptives Number of FAM tours hosted Number of new tour operators carrying Yukon products Number of tour operators carrying Yukon products in the market Number of new Yukon packages being carried in the market Number of Yukon packages being carried in the market TOURISM PLAN 20

22 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in German-Speaking Europe (continued) Leverage opportunities with airlines serving Yukon out of the German, Swiss and Austrian markets Participate in consumer-oriented marketing campaigns in partnership with wholesalers Partnerships developed Campaigns generated Campaign clicks Website traffic Leads generated Further develop CTC and ATIA partnerships Align and/or partner with CTC on Canada-wide campaigns if applicable and affordable Align and/or partner with ATIA on Yukon-Alaska campaigns where applicable and affordable Campaigns generated Campaign clicks Website traffic Leads generated MEDIA RELATIONS AND PR in German-Speaking Europe Generate awareness of Yukon through media and public relations Continue the Media FAM program in partnership with the CTC and airlines Provide content for national newspapers, magazines and broadcast media Continue to support, develop and leverage the Fulda Challenge Leverage Yukon Bay at Hannover Zoo to generate partnerships and create additional awareness for Yukon in the German market Seek and develop new cooperative marketing partnerships Participate and assist in hosting a successful GoMedia Value of unpaid media coverage generated Co-op partnerships generated TOURISM PLAN

23 06 SECONDARY MARKETS Australia Outlook and Opportunities Of all Yukon s international markets, Australia represents one of the strongest growth potential markets, as such we have enhanced our marketing efforts and investment in Australia. Last year, this market overtook the UK for the number two position in Yukon s international markets with 5,868 visitors, or 2.3 per cent overall and 25.2 per cent of overseas visitors. Australia is a market with high levels of interest from both wholesalers and media, and a desire for new destinations and products. Australia is a market with high levels of interest from both wholesalers and media, and a desire for new destinations and products, as well as a very large segment of consumers who have previously visited Canada and who are keen to explore more. The success of the recent aurora campaign suggests that there is an opportunity to grow winter business as well. With a strong and stable economy, Australia is generally a resilient market. A slow down in economic growth is anticipated due to weakening resource demand from China, however, this is not expected to impact outbound travel significantly. YG Photo: D. Crowe TOURISM PLAN 22

24 Objective Tactics Key Performance Indicators/Targets CONSUMER in Australia Improve campaign response rates Maximize use of the online space through creation of online and social media campaigns Drive engagement through compelling offers Activate the online voice of existing/past Yukon customers Leverage partnerships with those who are already using the online space effectively Campaign clicks Website traffic Leads generated TRAVEL TRADE in Australia Move customers from consideration to purchase Work in partnership with Australian tour wholesalers and Yukon suppliers Create time sensitive special offers to drive urgency to travel Promote urgency of seeing aurora now at the peak of the solar cycle Campaign response rates Provide education and training to travel industry partners in the Asia/ Pacific region to increase their ability to sell the destination Participate in regional opportunities created by the CTC to provide training to trade Develop collateral and training pieces that will both inspire and teach trade with an emphasis on outstanding visuals (video and still photography) Number of travel industry partners (retail agents, wholesale/tour operator staff) attending training sessions TOURISM PLAN

25 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in Australia (continued) Provide platforms for Yukon suppliers to meet with in-market tour operators in the Asia/Pacific region Work with Yukon suppliers to ensure export readiness and product/market match Develop and enhance programs which encourage and assist Yukon suppliers to travel to Asia/Pacific markets to meet face-to-face with tour operators Facilitate meetings between Yukon suppliers and tour operators at trade shows and during FAM tours Identify Yukon suppliers who may be ready to enter an international market Number of Yukon suppliers participating Number of new products sold by in-market tour operators New partnerships developed between Yukon suppliers and in-market tour operators Facilitate increased Yukon product distribution in the Asia/Pacific region Disseminate updated product information to the Asia/Pacific trade in a timely manner Provide opportunities for product managers and decision makers to experience Yukon Manage B2B relationships New product added to wholesale/tour operator catalogues or websites MEDIA RELATIONS AND PR in Australia Generate consumer awareness of Yukon through media relations Generate unpaid media coverage in the Asia/ Pacific region with an ROI of at least $50 of equivalent advertising value for each dollar spent on media visits Work in partnership with the CTC in Australia, Japan and South Korea to identify and attract high producing travel media who reach our target segments through unique and interesting story pitches Value of unpaid media coverage generated ROI from the media program Circulation TOURISM PLAN 24

26 Opportunities for the Yukon include the presentation of new and enhanced product offerings, such as northern lights viewing. United Kingdom Outlook and Opportunities Yukon has been active in the UK market for several years and the UK is Yukon s third largest overseas market in terms of visitation by country with 4,499 visitors in 2011 representing 1.8 per cent of overall and 19.3 per cent of overseas visitors. Yukon enjoys a close working relationship and information sharing with the CTC and favourable relationships with established UK travel trade and media. The UK economy is still in recovery mode following the 2008 downturn and Canada (and thus Yukon) is experiencing the effects of increased competition and value from competing destinations offering similar experiences (such as the U.S., New Zealand, and Asia). In spite of this, the UK traveller continues to be interested in travelling to long-haul destinations. Yukon enjoys good air access from the UK via Vancouver and Calgary. In addition, social media adoption is further advanced than in continental Europe, presenting new and cost-effective mechanisms to reach consumers. To enhance the awareness of Yukon in the market in , we will endeavour to engage in-market representation on a trial basis. Opportunities for the Yukon include the presentation of new and enhanced product offerings, including experiences beyond traditional touring such as northern lights viewing. YG Photo: R. Postma TOURISM PLAN

27 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in United Kingdom Leverage opportunities, form stronger partnerships, and enhance (new) relationships with tour operators Conduct a trade FAM tour Participate at tradeshows such as WTM, consumer marketplaces, Canada-focused special events, and special promotions in partnership with UK tour operators Participate in the CTC Canada Specialist Program to educate agents and provide training/educational sessions on Yukon products Conduct in-house, wholesaler-specific agent training/education sessions and sales calls whenever possible Develop, maintain, provide content, and seed a UK-specific website interface Facilitate and encourage relationships with Yukonbased suppliers Support sales of Yukon products via partnerships with key in-market tour operators Support market-focused product development for Yukon suppliers operators and Canadian receptives Number of participants in the FAM tour hosted Number of new tour operators carrying Yukon products Number of tour operators carrying Yukon products in the market Number of new Yukon packages being carried in the market Number of Yukon packages being carried in the market Leverage opportunities with airlines offering through-fares to Yukon Explore possible partnership opportunities with Air North, Air Canada, KLM (Air France)/West Jet Partnerships generated Campaigns generated Campaign clicks Website traffic Leads generated TOURISM PLAN 26

28 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in United Kingdom (continued) Further develop CTC and ATIA partnerships Align and/or partner with CTC on Canada-wide consumer campaigns if applicable and affordable Align and/or partner with ATIA on Yukon-Alaska campaigns where applicable and affordable Campaigns generated Campaign clicks Website traffic Leads generated MEDIA RELATIONS AND PR in United Kingdom Generate consumer awareness of Yukon through media and public relations Continue the Media FAM program in partnership with the CTC and airlines Provide content for national newspapers, magazines and broadcast media Seek and develop new cooperative marketing partnerships with consumer brands that provide a logical tie-in and synergy with Brand Yukon Participate in hosting a successful GoMedia Value of unpaid media coverage generated Co-op partnerships generated Number of appointments and results from GoMedia TOURISM PLAN

29 YG Photo: R. Postma Japan Outlook and Opportunities The Japanese market for Yukon experienced a major turnaround in With triple digit growth in the fall and winter aurora market, Yukon was one of the only regions in Canada to see major increases from this market. Total visitation is difficult to measure as visitors from Japan clear customs in Vancouver and these visitors do not appear in border crossing statistics used to compile visitation by the Yukon Bureau of Statistics and the CTC. We have tracked the number of visitors to the Whitehorse Visitor Information Center this year, which provides a better indicator for Japanese visitation. With the addition of Japanese-focused product in 2011 and a very successful aurora season behind us, the forward predictions for Japanese visitor numbers over are positive. Many of the major Japanese tour operators are now in development of summer and fall Yukon products and all operators are expecting to grow their winter visitor numbers significantly. In , we will support trade marketing campaigns which will position Yukon as a premier aurora viewing destination with the Japanese trade. YG Photo: F. Mueller TOURISM PLAN 28

30 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in Japan Drive preference for Yukon aurora with potential travellers in the consideration phase Work in partnership with Japanese tour operators and Yukon aurora suppliers to move customers from consideration to purchase Provide training and support to Japanese travel industry sales staff Promote urgency of seeing aurora now at the peak of the solar cycle Continue leveraging the positive relationship with Air Canada Develop relationships with other airlines servicing Japan to increase air access VIC Visitor Count Sales figures from Japanese operators and Yukon suppliers Develop new summer/fall products for the Japanese market Provide Japanese tour operators the opportunity to visit Yukon during summer and/or fall to research and develop new products Number of new summer/fall products developed and sold by Japanese tour operators Enhance ability of travel industry partners in the Asia/Pacific region to sell Yukon Provide Yukon education and training to a minimum of 1,000 travel industry partners Participate in regional opportunities created by the CTC to provide training to trade Develop collateral and training pieces that will both inspire and teach trade with an emphasis on outstanding visuals (video and still photography) Number of travel industry partners (retail agents, wholesale/tour operator staff) attending training sessions TOURISM PLAN

31 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in Japan (continued) Provide platforms for at least three Yukon suppliers to meet with inmarket tour operators in the Asia/ Pacific region Work with Yukon suppliers to ensure export readiness and product/market match Develop and enhance programs which encourage and assist Yukon suppliers to travel to Asia/Pacific markets to meet face to face with tour operators Facilitate meetings between Yukon suppliers and tour operators at trade shows and during FAM tours Identify Yukon suppliers who may be ready to enter an international market Number of Yukon suppliers participating Number of new products sold by in-market tour operators New partnerships developed between Yukon suppliers and in-market tour operators Facilitate increased Yukon product distribution in the Asia/Pacific region Disseminate updated product information to the Asia/Pacific trade in a timely manner Provide opportunities for product managers and decision makers to experience Yukon Manage B2B relationships New product added to wholesale/tour operator catalogues or websites MEDIA RELATIONS AND PR in Japan Generate consumer awareness of Yukon through media relations Generate unpaid media coverage in the Asia/Pacific region with an ROI of $50 of equivalent advertising value for each dollar spent on media visits Work in partnership with the CTC in Australia, Japan and South Korea to identify and attract high-producing travel media who reach our target segments through unique and interesting story pitches Value of unpaid media coverage generated Circulation TOURISM PLAN 30

32 07 EMERGING MARKETS The Netherlands Outlook and Opportunities The Netherlands represents a growing international market for Yukon with 1,229 visitors in 2011 which represents 5.3 per cent of overseas visitation. There is a relatively high awareness of Yukon (and Alaska) as a travel destination. Indeed, several established Yukon suppliers, in particular motorhome rental companies and some wilderness adventure operators, are active in the market selling primarily via the travel trade. This, in spite of the higher travel cost relative to competing destinations, the fluctuating exchange rate of the Euro vs. the U.S. and Canadian dollars and the CTC s withdrawal from the market. This resiliency can be attributed to the fact that Dutch travellers go through an intensive information gathering process using multiple sources (including travel books, digital sources and social media) prior to their holiday. Word of mouth also plays the role of key influencer at different stages in the information gathering and decision-making process for holiday destinations. Tourism Yukon s Germany based sales agent can oversee the market. YG Photo TOURISM PLAN

33 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in the Netherlands Leverage opportunities, form stronger partnerships, and enhance (new) relationships with key in-market tour operators Participation at tradeshows such as Canada Experience Conduct in-house, wholesaler-specific sales calls and agent training/education sessions when opportunities to be present in the market occur (i.e. post Canada Experience) Conduct one FAM tour Develop, maintain, provide content, and seed a Netherlands-specific website interface Align and/or partner with ATIA on Yukon-Alaska campaigns targeting trade where applicable and affordable Facilitate and encourage relationships with Yukon-based suppliers Support market-focused product development for Yukon suppliers and Canadian receptives Support sales of Yukon products via partnerships with key in-market tour operators Number of participants in the FAM tour Number of sales calls conducted Number of new tour operators carrying Yukon products Number of tour operators carrying Yukon products in the market Number of new Yukon packages being carried in the market Number of Yukon packages being carried in the market Leverage opportunities with airlines offering through-fares to Yukon Explore possible partnership opportunities with Air North, Air Canada, KLM (Air France)/West Jet Partnerships generated Campaigns generated Campaign clicks Website traffic Leads generated TOURISM PLAN 32

34 Objective Tactics Key Performance Indicators/Targets MEDIA RELATIONS AND PR in the Netherlands Generate consumer awareness of the Yukon through media/public relations Continue the Media FAM program in partnership with the CTC and airlines Provide content for national newspapers, magazines and broadcast media Continue to support, develop and leverage the Fulda Challenge (where applicable) Participate and assist in hosting a successful GoMedia Value of unpaid media coverage generated TOURISM PLAN

35 YG Photo: J. Kennedy France Outlook and Opportunities There is relatively high awareness of Yukon (and Alaska) as a travel destination in France which ranks ninth as a visitor market for Yukon with 934 visitors in 2011, or 4.0 per cent of overseas visitation. Yukon enjoys favourable relationships with established travel trade and media in France, and there are several established Yukon suppliers active in the market selling their products primarily via the travel trade. The French economy appears to be back on track with steady growth, but France continues to be hampered by high levels of unemployment and rising inflation and Canada faces stiff competition from the U.S. as airfares to U.S. destinations are much less expensive than direct flights in Canada. Canada continues to be one of the top three preferred countries for French travellers and 5.8 million travellers have indicated that they are definitely planning to or are very likely to visit Canada in the next two years (source: CTC). Yukon offers those potential visitors a vibrant Yukon francophone community and a wide range of tourism business catering to French-speaking travellers. Association franco-yukonnaise (AFY) is actively promoting Yukon as a vacation and investment destination, and has developed French language collateral materials to complement the Tourism Yukon French language consumer website. Additional opportunities exist to continue building on and expanding the partnership with AFY in the coming year. Yukon enjoys favourable relationships with established travel trade and media in France TOURISM PLAN 34

36 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in France Leverage opportunities, form stronger partnerships, and enhance (new) relationships with key in-market tour operators Participation at tradeshows such as IFTM Top Resa Support market-focused product development for Yukon-based tour operators Participate in the CTC Canada Specialist Program to educate agent and provide training/educational sessions on Yukon product Conduct in-house, wholesaler-specific agent training/education sessions and sales calls when opportunities to be present in the market occur (i.e. post IFTM Top Resa). Conduct FAM tours Encourage product development and expansion of Yukon product offerings Facilitate and encourage relationships with Yukon-based suppliers Support market-focused product development for Yukon suppliers and Canadian receptives Support sales of Yukon products via partnerships with key in-market tour operators Develop, maintain, provide content, and seed a France-specific website interface Provide at least two newsletter updates annually to French tour wholesalers Number of FAM tours conducted Number of new tour operators carrying Yukon products Number of tour operators carrying Yukon products in the market Number of new Yukon packages being carried in the market Number of Yukon packages being carried in the market Further develop partnerships with CTC and AFY Align and/or partner with CTC on Canada-wide consumer campaigns where applicable and affordable Enter into a Memorandum of Understanding (MOU) with AFY Partnerships generated Campaigns generated Campaign clicks Website traffic Leads generated TOURISM PLAN

37 Objective Tactics Key Performance Indicators/Targets TRAVEL TRADE in France (continued) Leverage opportunities with airlines offering through fares to Yukon Explore possible partnership opportunities with Air North, Air Canada, KLM (Air France)/West Jet Partnerships generated Campaigns generated Campaign clicks Website traffic Leads generated MEDIA RELATIONS AND PR in France Generate consumer awareness of Yukon through media/public relations Continue the Media FAM program in partnership with the CTC and airlines Provide content for national newspapers, magazines and broadcast media Continue to support, develop and leverage the Fulda Challenge for French market benefit (where applicable) Participate and assist in hosting a successful GoMedia Value of unpaid media coverage generated TOURISM PLAN 36