Tourism Calgary Marketing Communications 2013

Transcription

1 Tourism Calgary Marketing Communications 2013

2 2012 Key Successes

3 Key Successes in 2012 New Destination Brand rollout Research showed the brand link in Tourism Calgary advertising increased from 12% in 2011 to 41% in 2012 Over 1 million visits to visitcalgary.com Sales increased on visitcalgary.com Year over year +26% Over 123,000 referrals to partners Social media increases (37% growth on Facebook) Industry supported coop marketing Strengthened stakeholder relations ALTO Award for Marketing Partnership (third year in a row) 3

4 Key Successes in 2012 Media Relations In depth media visit program with a higher return on media visits Growth in partner engagement Increased media engagement 4

5 Key Learnings

6 What have we learned? Domestic travel is up 5%; Canadians are still traveling at home. Calgary is capturing greatest market share regionally (Alberta, Saskatchewan). While VFR is the primary driver (47%), trip motivation varies by market: Edmonton: Attractions (58%), VFR (24%), Concerts (18%) Regina: Shopping (85%), VFR (74%) Saskatoon: VFR (91%), Shopping (74%), Attractions and museums (38%) The regional planning window is short 61% are planning one month or less. Source: Advertising Effectiveness Research, 2011, Stone Olafson 6

7 What have we learned? 2012 Creative left a positive impression of Calgary but was less effective in showing something new about Calgary. Disagree Agree 22% 13% 9% It leaves you with a positive impression about Calgary 21% 52% 73% 28% 17% 10% What the phrase says is interesting 15% 53% 68% 26% 16% 10% It truly reflects what Calgary is 20% 45% 64% 37% 21% 16% It gets you interested in visiting Calgary 14% 44% 57% 38% 23% 15% It makes you want to learn more about visiting Calgary 11% 45% 56% 49% 31% 18% It shows you something new about Calgary 6% 37% 43% Moderately disagree Strongly disagree Strongly agree Moderately agree Thinking only about the slogan Calgary. Be Part of the Energy, please indicate if you agree or disagree with the following statements. Base: All respondents (n=907) Source: Regional Travel behaviour Study, 2011 Marketing Effectiveness Research

8 Learning from Industry Partners Lower Mainland residents have a high propensity to travel to the US. Source: Travel Alberta Conversion Study

9 Secondary Research Brand USA is targeting Canadians, particularly aged Canada ranks #1 in visitors, spending and travel trade surplus for the US 64% of Canadian trips to the US are leisure trips USA competes directly for our target markets with US travellers province of origin of Ontario (39%), BC (18%), Alberta (11%) being three of the top four Most popular activities of Canadians in the US are shopping (75%), sightseeing (44%), VFR (35%), participate in sports or outdoor activities (29%), and go to a bar or night club (23%) 56% of Canadians believe the US provides better value than Canada. The Canadian Travel & Tourism Market, US Dept. of Commerce, December 6, 2012 Deloitte, TIAC: New directions in tourism, hospitality and leisure, October

10 Secondary Research Travel industry increases Digital Marketing efforts The full spectrum of digital travel marketing continues to grow at high rates year over year. 10

11 Secondary Research Mobile and Tablets are the emerging travel research tools 63% of Canadians travel with a tablet or smartphone. Mobile travel consumers often have a short window, less than 24 hours, when they search for the most convenient transportation, lodging and car rentals. Source: emarketer, 2012, The 2012 Traveler, Google/IPSO US August

12 2013 Objectives 2012 Target 2012 Forecast 2013 Target Visits to Calgary N/A 5.2 million 5.3 million Total visitor spending in Calgary N/A $1.4 billion $1.5 billion City occupancy annual N/A 70% 72% Summer occupancy level 45 days post-stampede 73.4% 78.2% 79% Brand awareness Brand perception N/A N/A N/A N/A TBD 12

13 2013 Objectives Online sales on visitcalgary.com Room revenue/packages Attraction revenue 2012 Target 2012 Actual 2013 Target $140,000 $56,000 Partner revenue $700,000 ($250K industry) ($450K quadrant) $147,000 $63,000 $575,000 ($240K industry) ($335K quadrant) $161,000 $65,000 $675,000 ($275K industry) ($400K quadrant) Unpaid destination awareness media value $3 million $4.7 million $5 million Referrals to partner sites from visitcalgary.com and campaigns 11, , ,000 13

14 Budget Allocation

15 Budget Allocation Refined market presence regionally Edmonton, Regina, Saskatoon. Enhanced market presence nationally Vancouver, Toronto. Heavier emphasis on brand awareness Increased budget in Public Relations & Social Media. Greater investment in Research. 15

16 Funding Sources Budget $4.429M City of Calgary (CORE) 654K Industry 275K DMF 1.9M TAB coop marketing 800K DMF Special Request 400K Quadrant 400K 16

17 Strategic Approach

18 Strategy Our mission Bring more people to Calgary for memorable experiences. Our vision One innovative strategy One powerful brand One distinctive destination 18

19 operational philosophy Research based + Market driven + Industry led = Strategy focused 19

20 Communication Process Brand Awareness ROI Inspiration - Regional Position Calgary as the best urban short break for the regional market Inspiration - Long Haul Position Calgary as the spectacular first stop to the Rockies or for touring Alberta Conversion Increase hotel stays and overall tourism spending Context Educate target & provide relevant promotional offers 20

21 Refine Target Audience Geographies 1. Greater ROI can be achieved through focus on larger centers in the regional market. 2. Opportunity for growth in Toronto, Vancouver long haul markets. Regional Long Haul 21

22 Focus on Key EQ Segments Free Spirits Younger 49% of Free Spirits are 18 to 34 years old Active Find a wide range of activities appealing Online Strong use of promotions and social media They seize the day and want experience the best of life, check the next hot spot off their list and keep moving. Luxury Higher than average income 22

23 Focus on Key EQ Segments Cultural Explorers Free Prefer unstructured travel Female Skew 66% are women 74% took child free trips Online Strong use of travel websites and social media Easy-going and creative, they talk to the locals, get in on the action and take the road less travelled. Value Discount consumerism 23

24 Focus on Key EQ Segments No Hassle Travellers Relax Preference for stress free close to home. Married Average age 46 years. Traditional Use guides, books and media articles Indulge But also savour everyday experiences. Like to keep it simple by deciding where to stay, how to get there and leave their worries behind. 24

25 Marketing Strategy Continue Brand Building The Calgary brand is in its second year. The base for recognition and awareness is in place brings the opportunity to build on our research findings to distinguish the brand further. Tactics: Develop and execute a brand awareness advertising campaign or tactics. Build asset library to create a unique image and personality for Calgary. Continue to highlight the new slogan, be part of the energy to build aided and unaided recall. Generate buzz through events, media relations and social media interactions. Refine Calgary s signature experiences to ensure they support the brand promise and resonate with the target market. Ensure website supports signature events views and interactions. 25

26 Marketing Strategy Partner Promotions Drive Visitation & Hotel Stays Continue to create the sense of urgency to visit Calgary through compelling imagery and promotional offers. Tactics: Advertising campaigns will focus on two key periods to increase hotel stays: 6 weeks following Stampede October/November fall shopping window Actively promote partner packages with a strong call to action. Opportunistically promote events of note that have the potential to draw visitors. Continue to refine marketing data base for maximum benefit. Ensure signature events are searchable and tied to a package whenever possible throughout the year. 26

27 Marketing Strategy Amplify VFR to Increase Trip Spend Ensure Calgarians have the knowledge and tools to be brand ambassadors to the VFR market. Help Calgarians and their guests find new ways to discover Calgary. Tactics: Establish visitcalgary.com as Calgarians go to resource for things to do in. Develop newsletters specific to Calgary residents that focus on activities, events and attractions. Seed Social Media to keep Calgarians engaged and spreading the word. 27

28 Brand Strategy Recap

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30 be part of the energy Culinary

31 Brand Strategy Recap Communicate the brand promise in order to differentiate us among the competition. Ever changing youthful energy that will constantly surprise and inspire upon your visit. Promote key brand attributes that are likely to influence purchase decisions. Youthful energy Ever-changing cultural scene Diverse range of attractions and activities Western heritage Ideal home base for exploration of nearby natural and cultural attractions 31

32 Creative Approach

33 The Challenge 70% of the regional market has been to Calgary in the past 5 years and 51% in the past two. They are definitely aware of Calgary but don t necessarily know or are inspired by Calgary. Been there. Done that. Visitors self-perceived familiarity with the city prevents them from actively researching it as a destination. They see it as a trip which embodies a lower set of expectations and a lower willingness to explore and experiment once they arrive. Source: Marketing Effectiveness Research

34 The Solution Cause our target market to reframe their relationship with Calgary to see it as the best regional urban destination. Work to improve advertising effectiveness scores in the areas of being memorable and it shows you something new about Calgary. Have our advertising hit them with more: Emotion Relevance Intrigue Surprise Curiosity 34

35 Communication Focus Take a second look at Calgary; we re welcoming with a youthful vitality. Experiences and memories from your visit will leave you energized. 35

36 Known/Unknown Creative Concept This concept takes a bold look at all the great things that make Calgary so unique, and that we are most well known for, such as steak dinners, cowboys, Stephens Avenue, pancake breakfasts, and winter parkas. And it complements those things by introducing all of the other amazing things that Calgary has to offer that many people don t even know about. Today s Calgary is not the same Calgary of a few years ago. It s fresh and energetic and exciting and you need to experience it all over again, to appreciate what it really has to offer. 36

37 Summer Campaign Concepts

38 Partner DPS

39 Big Box

40 Elevator

41 Shopping Campaign Concepts

42 Newspaper

43 Big Box

44 Paid Media

45 Media Activity: Campaign Timing Co-op Marketing There will be two distinct campaigns during the year where partners will have an opportunity to invest in Co-op Marketing. Summer Campaign Attraction focused Timing: June July Booking Deadline: February 28, 2013 Fall Campaign Emphasis on shopping Timing: October November Booking Deadline: March 31, 2013

46 Media Activity: Campaign Timing Week starting Monday: Ad Format MAY JUN JUL AUG SEP OCT NOV DEC # Units Travel Alberta Brand TV Travel Alberta Partner Buy-In Other Activity in Market Culinary Top Chef St amp ed e BRAND CAMPAIGN TIMING CO-OP CAMPAIGN TIMING Attractions Shopping Daily Newspaper Edmonton Journal FP4C [Fri] X X X X X X X X X X 10 Regina Leader Post FP4C [Fri] X X X X X X X X X X 10 Saskatoon Star Phoenix FP4C [Sat] X X X X X X X X X X 10 Urban Weeklies Vue Weekly [Edm] DPS4C [Thu] X X X X X X X X 8 Prairie Dog [Reg] DPS4C [Thu] X X X X X X X X 8 Planet S [Sas't] DPS4C [Thu] X X X X X X X X 8 Magazine Avenue [Edm] DPS4C Summer Guide Drinks Big Idea Top 40 Under 40 3 Westworld [Sask] DPS4C 3 Western Living [Sask] DPS4C Travel - cycling Travel - lakes, best spas Travel - Fiji Travel - sun dest 3 Western Living [Edm] DPS4C Travel - cycling Travel - lakes, best spas Travel - Fiji Travel - sun dest 3 Television Edmonton Billboards 8 Regina Billboards 8 Saskatoon Billboards 8 Out of Home Elevator Wraps [Edm] 360 wrap 3 locations 3 locations 3 locations 3 locations 9 Elevator Monitors [Edm] :15 sec 4 Resto-Bar [Reg] Classic Poster 4 Resto-Bar [Sas't] Classic Poster 4 Online Facebook [Edm, Reg, Sas't] Social Ads 4 Google Display [Edm, Reg, Sas't] Standard Big Box 4 chatelaine.com [Edm, Sask] Custom eblast X X X X 4 todaysparent.com [Edm, Sask] Custom eblast X X X X 4 macleans.ca [Edm, Sask] Custom eblast X X X X 4 flare.com [Edm, Sask] Custom eblast X X X X 4 loulou.ca [Edm, Sas't] Custom eblast X X X X 4 Note: Activity dependent upon partner participation in the co-op program 46

47 Co-Op Campaign

48 2011 campaign Capture Pre WOW Stampede Summer in the city Cavalia Festivals Cirque Shopping Virtuosity Jan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec. Culinary STAY Mag CAVALIA CIRQUE High Performance Rodeo Dining STAY Mag Children s Festival WESTWORLD Sled Island Folk Fest Global Fest STAY Mag Film Fest (CIFF) Fashion Week Virtuosity World Juniors Quadrant NW Playwrights Comic Expo Blues & Reggae Fest Quadrant DT

49 2011 campaign

50 2012 campaign Culinary Stampede Summer/ Attractions NE/Zoo Penguins Shopping Jan Feb March April May June July Aug Sept Oct Nov Dec

51 2012 campaign Culinary

52 What have we learned? The new hat logo and BPOTE slogan tested very well Be headlines were effective in shifting messaging to experiences Packages vs promotions and experiences Package price points tested best between $89 and $200 Trip vs vacation Avoid featuring upscaled experiences Tourism Calgary should continue its strategic shift from a product to an experience focus Source: Advertising Effectiveness Research, 2011, Stone Olafson 52

53 Objectives: Co-op Campaign Target Audience Free Spirit [A18-34] Cultural Explorer [A35-54] No Hassle Traveller [A35-54] Market Priorities Regional: Edmonton, Regina, Saskatoon Budget $543,000 partner contribution $200,000 Tourism Calgary contribution $500,000 TDR Funds $1.243 million total Call to Action Drive traffic to

54 Media Activity: Campaign Timing JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC Travel Alberta Brand TV Travel Alberta Partner Buy-In Other Activity in Market BRAND CAMPAIGN TIMING Top Chef Stampe de CO-OP CAMPAIGN TIMING Attractions Shopping

55 Media Activity: Campaign Timing Co-op Marketing There will be two distinct campaigns during the year where partners will have an opportunity to invest in Co-op Marketing. Summer Campaign Attraction focused Timing: June July Booking Deadline: February 28, 2013 Fall Campaign Emphasis on shopping Timing: October November Booking Deadline: March 31, 2013

56 Thank you