2015 Tourism Symposiums
2014-2015 Highlights
30
Partnerships with more than $6,000,000 in economic impact
3
Municipalities completing Community Tourism Plans
20,500+ Facebook Likes
2,689
Twitter Followers
71
Blogs supporting sub-regional and CCT priorities
5,000+
Consumer email subscribers. Average open rate of 22.5%
100+
Operators participating in itineraries and campaigns
$270,000+
Earned Media Value
3:1
Paid Media Value per dollar spent
2015-2016 Destination Management Plan
•
•
•
•
Build on what we have already achieved
Clear understanding of Role & Function (who does what)
Make sure we are marching to the same drum
The more participation, the better
Spring/Summer Priorities
•
•
•
•
Completion of the Destination Management Plan
Delivering three marketing/communications plans supporting regional priorities
Working with operators to build new, compelling experiences
Completion of a Workforce Development Plan
Take advantage
• Create business profile on sub-regional website, www.tourismpartners.com and
on www.rto6.biz
• Manage your events through your profiles
• Keep connected by signing up for the sub-regional and CCT B2B newsletters
• Be active participant in the DMP process
• Talk with the organizations who are here today
Experience
PEI
March 25, 2015
Experience
PEI
Thank You
Experience PEI
Providing unique experiential learning adventures
that create lifelong connections
Experience PEI
Experience
PEI
Experiential
Tourism
Engages visitors in a series of
memorable activities revealed
over a duration of time that
are
inherently
personal,
engages the senses and
makes connections on an
emotional, physical, spiritual
or intellectual level
Experience PEI
Learn Something...
By doing something...
With someone who lives here.
Experience PEI
A Demonstration....
Experience PEI
An Experience....
Experience
PEI
Courtesy Tourism NS
Experience PEI
Niche Market
• small group/personalized
•higher value perception/higher price
Mass Market
• high volume/standardized
• lower price point
Experience PEI
Experience PEI
Experience PEI
Experience PEI
Experience PEI
Experience PEI
Experience
PEI
The Gentle Island of Rejuvenation
Experience PEI
Coastal
Cultural
Cuisine
Golf
Experience
PEI
Product Development Pillars
• Outdoor Adventure/Festivals & Events
• Culinary/Agri-Tourism
• Villages/heritage experiences
Experience
PEI
Cold Creek Conservation Area
Chopstick Walk
Georgina Island
Experience PEI
EXAMINING A DESTINATION
• Why do visitors already come here? What are the unique or appealing
assets that translate into a reason to visit?
•What are the attractions, activities and things to see and do here that
may not motivate someone to come here but do add to the appeal of
your region? Can they be enhanced with a hands-on experience?
•What are the things here that you value but may not currently be a part
of the tourism offering...a local musician, storyteller, artisan, chef or an
expert in something that might provide the opportunity for visitors to
learn something new, have exclusive access or meet local people.
Experience PEI
KEY ELEMENTS OF AN EXPERIENCE
Learn something by doing something
with someone who lives here
Authenticity
Touching the Senses
Experience PEI
KEY ELEMENTS OF AN EXPERIENCE
Uniqueness
Exclusive Access
Take Away
Experience PEI
Packaging/Partnering
•To package or partner?
• Commissions/Value Adding
• Who is doing the selling?
• How to handle bookings?
• Who takes payments?
• Up Sell Opportunity?
Experience PEI
Now what?
•Does experiential tourism hold opportunities for you?
• Identify a potential experience & provider
• Create an action plan
• Set a timeline
• Look for partners
• Just do it!
Experience
PEI
Presentation to
March 25, 2015
ONTARIO TOURISM MARKETING
PARTNERSHIP CORPORATION
(OTMPC)
Ontario Tourism Marketing Partnership Corporation
34
An Agency of the Government of Ontario
ONTARIO TOURISM MARKETING PARTNERSHIP
(OTMPC)
Vision

To position Ontario as a preferred global destination
Mission

To 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.
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LEVERAGE THE BRAND
2014/15 THEMED CAMPAIGNS
Total print reach: 4.95M
Drive traffic to ontariotravel.net
37
LEVERAGE DIGITAL
39
REDESIGNED CONSUMER WEBSITE
40
CENTRAL COUNTIES
41
YORK REGION
42
LISTINGS
ONTARIO TRIP PLANNER – MAY 2015
43
ONTARIO TRIP PLANNER – MAY 2015
44
ONTARIO TRIP PLANNER – MAY 2015
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DISCOVER
ONTARIO
MOBILE
APP
At launch, April 2012
Early stage home screen mock. Not final.
THE APP IN ACTION
Location-based listing
of events
Event details that
allow for social sharing
Ability to quickly find
options to play, stay
and dine nearby
THE APP IN ACTION
Accommodation options
nearby powered by
TripAdvisor
Dining options nearby
powered by Yelp
Turn-by-turn directions between user
and destination event, attraction, hotel,
restaurant or travel centre
FREE Tourism Business Listing, Packages
and Festivals & Events
ontariotravel.net
Mobile app
Call Centre
Online Chat
Trip planner on
ontariotravel.net
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LEVERAGE SOCIAL MEDIA
SOCIAL MEDIA AT OTMPC
#DISCOVERON
ONE DISCOVERY LEADS TO ANOTHER
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OUR COMMUNITY
2014
Goal - 2015
170
K
293K
400K
52
LEADING CONTENT SOURCES 2015
Packages
OTMPC
Magazin
e
RTO
DMO
Partner
Activities
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User
Generated
Content
Major Ontario
Events
Contests
OTMPC
Products
Contests
Pan Am
Games
Media Stories
OTMPC
Ambassadors
WHERE TO FIND US AND CONNECT…
@Ontario Travel
@Ontario Travel
@Ontario Travel
@Ontario Travel
@TravelOntarioCanad
a
@OntarioTravel
.com
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55
REGISTER
Opt-in
LOG-IN
KATHY MARCELLINE
PARTNERSHIPS AND SALES
[email protected]
416-325-6823
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