DESTINATION BC CO-OPERATIVE MARKETING DESTINATION BC CO-OP PARTNERSHIP PROGRAM MARKETING PROGRAM

Transcription

1 DESTINATION BC CO-OPERATIVE MARKETING DESTINATION BC CO-OP PARTNERSHIP PROGRAM MARKETING PROGRAM Kamloops Chilcotin River

2 DBC CURRENT CO-OP PROGRAMS Tourism Partners Industry (businesses, communities) buy-in program, through RDMOs. Community Tourism Opportunities (CTO) Provincial community application-based program, coordinated through RDMOs. Experiences BC (EBC) Provincial sector application-based program, direct through DBC.

3 REVIEW OF CURRENT PROGRAM STRENGTHS Co-op programs leverage and extend marketing funds to create more impact. Broadly-based provincial program reach and with a vast array of industry partners. Popularity of CTO and Experiences BC approach. Execution strong quality of people in the field with expertise and good product knowledge.

4 REVIEW OF CURRENT PROGRAM WEAKNESSES Programs have not evolved to the changing landscapes. Programs aren t strategically aligned or connected to each other or DBC goals. Industry confusion with multiple programs and guidelines. Duplication of roles. High cost of administration/operating. Programs can be administratively burdensome. Guidelines and structure don t always encourage collaboration and working together. Challenges with program timing. Not customized to unique regional needs.

5 INDUSTRY CONSULTATION 20 Community Consultation sessions Industry Tourism Marketing Committee s Leveraging & Cost Sharing Sub-Committee worked to create guidelines based on feedback from these industry sessions

6 PROGRAM GOALS Increase BC tourism revenues Leverage private and public funds to maximize marketing impact and Return on Investment (ROI) for tourism businesses Ensure minimal duplication of efforts in projects that utilize co-op funds

7 HOW IT WORKS Application-based funding. 1-3 year marketing campaigns or initiatives. Primarily short-haul markets (BC, AB, WA)

8 PROGRAM FUNDING MODEL Eligible Applicants: o Community Consortiums 3 or more eligible Communities, based on unifying theme or geographical definition. Communities will be defined as DMO s, Municipalities, Cities, Regional Districts, that can work together as funding partners o Individual or Paired Communities (where no opportunity to form a consortium) o Tourism Product/Experience Sectors

9 PROGRAM FUNDING MODEL Community Consortiums or Sectors are eligible to apply for a dollar matching contribution from DBC; o Minimum of $20,000 to a o Maximum of $250,000 o Funds are per year, based on available funds and program uptake Example: $20,000 from DBC, combined with $20,000 from Consortium/Sector, equates to a total project fund of $40,000. Individual Communities are eligible to apply for $7,500 from DBC which must be matched Paired Communities may access up to $15,000 on a 50/50 matching basis

10 MERIT BASED APPLICATIONS All applications will be evaluated based on merit, based on the following four criteria categories: o Increased Tourism Revenue in BC o Building Brand Equity for the British Columbia Brand o Strength of the Marketing Plan o Resources to Execute Program Effectively

11 ELIGIBLE ACTIVITIES Online Marketing Paid Advertising Print/online collateral Branding of collaborative efforts as part of a campaign Consumer-focused asset development Market Research Consumer Shows Travel media relations activities Marketing tactic coordination up to 15%

12 INELIGIBLE ACTIVITIES General administrative costs Costs associated to submitting applications Travel Trade activities New brand development Non-consortium campaign website development and site hosting fees Travel costs other than to consumer shows Capital costs Rental or lease of equipment of facilities Contra or in-kind contributions Applications for MCIT sector Programs that do not carry BC tourism industry operator and/or stakeholder funds

13 TIMELINE Applications submitted between November 1 December 31, 2015 Reviewed in January Funding provided to successful applicants on April 1, 2016

14 CONTACT Kim Hood, Manager, Marketing Co-Op Programs, Richard Lewis, Director, Sector & Tourism Product Management