ONTARIO TOURISM MARKETING PARTNERSHIP CORPORATION SEPTEMBER 8, 2017 Ontario Tourism Marketing Partnership Corporation An Agency of the Government of Ontario
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 . TOURISM MATTERS – ECONOMIC IMPACT SNAPSHOT 389,000 $25.4 Billion 142 Million tourism- in visitor total Visits related jobs spending Source: Statistics Canada: MTCS’s Tourism Regional Economic Impact Model
ONTARIO TOURISM PRIORITIES VISION / MISSION EXCELLENCE PARTNERSHIPS ➢ All activities ➢ Strive for ➢ Invaluable excellence in undertaken with a relationship with goal to position marketing. partners. Ontario as a ➢ Stand out amongst ➢ Continue to create preferred global the competition. strong destination. partnerships. ➢ Be recognized for ➢ Maintain focus of being the best. ➢ Work with increasing stakeholders to visitation and build alignments. enhancing visitors expenditures. 3
MULTIFACETED WITH PAID, EARNED AND OWNDED ASSETS OTIC’s
‘WHERE AM I?’ BRAND PLATFORM Target Markets: Ontario, Quebec, U.S. Integrated Campaign • Television • Social Media • Digital • Promotions • Media Relations • Print/Magazines Leveraging ‘Where Am I’ Brand Platform: OTMPC has developed a brand story to inspire & intrigue • • We encourage tourism partners to amplify & share Ontario Tourism’s brand voice We have committed to 17 digital partnerships with industry to leverage the platform • • OTMPC is developing a brand content playbook tool for partners 5
‘WHERE AM I?’ HIGHLIGHTS OF CAMPAIGN 2016/17 Results 11.9 MILLION Video Views 63.8 MILLION Impressions 48 THOUSAND Social comments & reactions TOP 10 Performing keywords search queries in Ontario AWARD RECOGNITION • Canadian Tourism Awards Marketing: Campaign of the Year Cannes Lions Nominee Promo & Activation • Marketing Magazine Awards: Silver – Integrated Campaign | Bronze – Television Single • • Strategy Marketing Awards: Creative Catalyst Award | Game Changer Award | Turn Around Strategy Award 2017 PROMO! Award • Communication Arts 2017 Advertising Competition WINNNER -Television Commercial, WAI? 6
‘WHERE AM I?’ ALIGNED PARTNERSHIP CAMPAIGN TOURISM SAULT STE. MARIE & AGAWA CANYON Increase Agawa tour train package bookings in July and August • by 10% Results To-Date • 1.7 million video views* • 54,000 leads to Agawa Train booking site • 109% of goal reached for bookings*** Leveraging Partnerships RTO2-Tourism Partnership of Niagara RTO4 Elora partnership Early planning discussions with RTO6,8,9,11 Cycling initiative with RTOs and Cycling coalition Group of Seven partnerships with RTOs and cultural stakeholders 7
TOURISM SAULT STE. MARIE & AGAWA CANYON ‘WHERE AM I?’ 8
INTERNATIONAL MARKETING: ACTIVITY BY MARKET OTMPC - Led Campaigns + Destination Canada Led Campaigns + T ravel T rade + Media Relations T I E R 1 ONTARIO QUEBEC UNITED STA TES UNITED KINGDOM CHINA Destination Canada Led Campaigns + T ravel T rade + Media Relations T I E R 2 GERMANY FRANCE JAPAN SOUTH KOREA BRAZIL MEXICO T ravel T rade + Media Relations T I E R 3 WHERE AM I? OPTIMIZE BRAND PLATFORM INDIA CANADA 6
CONNECTING AMERICA 2016 $2.5 million combined investment (OTMPC, Toronto, • and Ottawa). • Generated about 63,000 incremental trips to Ontario. • An estimated $43-million in visitor spend. Ontario content highlights • 8 million video views and 85,000 story views. • 8,400 direct leads to industry. 2017 • Campaign continues with a combined investment from OTMPC, Toronto, Ottawa and Niagara Falls 11
SPECIAL CAMPAIGNS • CANADIAN CANOE CULTURE • GROUP OF SEVEN • CYCLING • INDIGENOUS TOURISM SPOTLIGHT: LGBTQ+ MARKET Travel Magazine • OT.net/LGBT Website • • Integrated into ‘Where Am I?’ Commercial Ad buys in targeted magazines • 2017 Travel Gay Canada LGBT Tourism Marketing Awards Winner of Best Destination Marketing Campaign (PMO) 12
ALIGNMENT IN MOTION While the strategic planning process is ongoing, we are not waiting for the release of the plan to move on the very important goals we have in our sights. Here are some of the alignment initiatives we have already in motion . • Northern Strategy Development and experiential working groups – Group of Seven, etc. • Content Playbook – a scaleable guide on how partners can align with the WAI? platform within their marketing efforts • WAI? Digital Partnerships – executing 17 digital • Market by Market Approach – UK pilot Activity initiatives that build brand momentum through Group has been launched co-marketing • Stronger stakeholder engagement – increased • WAI? Regional Pilot – executed a Where Am I? visibility and an OTMPC Ambassador approach Agawa Canyon campaign • Aligning RTOs through advance planning - • Common KPIs – definitions developed meetings to develop co-marketing partnerships in 2018-19 with each RTO are underway • Greater alignment internationally – actively partnering with Destination Canada • Expanded Communication Strategy – plans for TIAO Town Halls and a Passport re-boot are • Shared Metrics Dashboard – measuring co- underway marketing initiatives
PARTNER OPPORTUNITY
OTMPC PARTNERS WITH INDUSTRY ALIGNMENT IS A PRIORITY DESTINATION OTMPC CANADA Targeted Private Sector – i.e. Transportation TOURISM INDUSTRY • REGIONAL OPERATORS & TOURISM STRUCTURE ORGANIZATIONS SUPPLIERS • ACCOMODATIONS • DESTINATION • ATTRACTIONS MARKETING • EXPERIENCES ORGANIZATIONS • TRANSPORTATION • SECTOR • FESTIVALS AND EVENTS ASSOCIATIONS • OUTDOOR ADVENTURE • ETC.
OUR ASSETS DIGITAL SOCIAL PAID ADVERTISING ONTARIOTRAVEL.NET ROBUST SOCIAL MEDIA ONGOING PAID ADVERTISING IN • 4.8+ MILLION VISITS CHANNELS INCLUDE: PRIORITY MARKETS • 3500 INDUSTRY PARTNER SALES MISSIONS AND LISTINGS • FACEBOOK - 287,500 TRADE EVENTS • OVER 1.3M LEADS TO • INSTAGRAM - 157,000 PARTNERS ANNUALLY • TWITTER - 71,400 DOMESTIC AND INTERNATIONAL • PINTEREST - 4178 ACTIVITY EMAIL DATABASES • YOUTUBE - 4416 FAMILIARIZATION TOURS FOR • • 247,000 OPT IN CONSUMER • ONTARIO TRAVEL BLOG MEDIA & TOUR OPERATORS DATABASE SALES MISSIONS and EVENTS • • 6000 OPT IN INDUSTRY COMMUNITY ENGAGEMENT JOINT MARKETING WITH TRAVEL • • 874,000+ DATABASE TRADE REACH OTICS MOBILE APP • 81.2M • 73,000+ DOWNLOADS 11 TRAVEL INFORMATION CENTRES IN ONTARIO WITH OVER 1 MILLION Source: OTMPC as of Jan 2017 Source: OTMPC as of July 2017 VISITORS ANNUALLY
2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS RTO 9 & Partner Listings on OntarioTravel.net • Native Ads Digital Partnership • • Where Am I Print Publication (French & English) Union Station Backlit Advertisements • OTIC Kiosk Advertisements (Bainsville/Hawkesburry) • • ONRoute Digital Kiosk Videos Tourism Industry Partnership Program (TIPP) • • Video Production Partnership SLPC • Tourism Kingston • Social Media Features • 18
2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS • Travel Trade DC Global MEGA FAM going through RTO9. • TRADE FAM with Canada Specialist Agents from UK, Germany, France, Switzerland, Korea, • Mexico and Brazil.The whole FAM is Sept 30 to Oct 4. Oct 1, 2, 3 they see Rockport, Gananoque and Kingston. Bay of Quinte Regional Marketing Board Conducted - site inspections followed by a Trade • Workshop with 15 partners. • Tourism Kingston – Participated in Boston Sales Mission and is participating in NY Sales Mission • 1000 Islands Tourism/Accommodation Partners – NY Sales Mission 19
2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS • Media Relations China Media FAM National Geographic • Traveller- May Visited Upper Canada Village, Kingston, Thousand Islands. Published in August issue a second article upcoming in the October 2017 issue). AVE $1.6 million circulation of 954,000 1000 Islands Accommodation Partners UK • Group media fam (Sept 13-15) 5 media total plus OTMPC’s UK in -market rep. • Food Network.com ON Wine Regions • Vogue.com – Prince Edward County Feature Toronto Star/Metro – Prince Edward County • Feature Canadian Canoe Project (Canadian Media) – • Rideau from Kingston to Ottawa (in progress) 20
WAYS TO LEVERAGE OTMPC Register your FREE business, Opt-in to receive OTMPC 1 6 events, and package listings communications Travel Trade/Sales Missions Ontario Travel Information Centres 2 7 Provide content/story ideas Collaborate on marketing initiatives 3 8 Tourism Industry Partners Media relations/familiarization 4 9 Program (TIPP) funding for out- tours of-province campaigns Social media Advertise in OTMPC programs 5 10 Strategy development and consultation on markets, segments, tactics, market readiness, etc…
Recommend
More recommend
