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MUSKOKA TOURISM AGM Changing Perceptions and Building New Audiences Explorers’ Edge Purpose: To develop elop a year ar-round, ound, sustain tainable able regional onal to tourism ism indust stry. changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Overall Strategy • Change perception of area as a summer-only destination • Change perception that there’s nothing to do here in the shoulder season • Increase market share of travellers from the GTA/Barrie • Win the Win-able • Develop brand awareness while pulling visitors to the region changing perceptions to attract new audiences
“Just heard a radio ad for @ explorersedge on #theedge . Sounds fantastic!” @MuskokaLksCC WINTER AD CAMPAIGN • Online banner ads - 1,536,983 impressions • 6,726 clicks/0.44% CTR (very good)/517,517 unique reach • Campaign Ended on March 11, 2012 • Full campaign report will include radio, print & billboard changing perceptions to attract new audiences
SOCIAL MEDIA • September 30, 2012 Explorers’ Edge had 100 Facebook fans…today we have • Facebook contest - contest tab • 3,868 visits/977 entries/324 newsletter subscribers • Facebook campaign generated • 58,874,955 impressions, 17,605 clicks & 3,370 new changing perceptions to attract new audiences
WEBSITE EVOLUTION • Key metrics during campaign period • 18,315 unique visits • 41,650 page views • Winter special offers...up to 56% of visitors to the site during the winter campaign looked at special offers. changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Sample Feedback Kate, James, Thank you for your email message. I just wanted to let you know that Explorers Edge placed 9th in Beauview's Top 10 Referral Sources Guests this weekend told me they heard one of for January and February 2012 and the bounce our winter ads on 680 News. They said it sounded rate has gotten much better => 54% like there was lots to do around here so they checked out the EE website. From there they saw Thanks! my listing and booked a three-night stay. Regards, Gord Bell Nice to know what path guests took to find us. So Beauview Cottage Resort much better than the usual response of "internet". The people in Perry Township are very happy with Thanks for the good work, your help on their Tourism file. Jackie, Fern Glen Bed & Breakfast Good work. Ron Begin Initiatives Officer | Agent des Initiatives FedNor | FedNor changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Photography and Video Vignettes changing perceptions to attract new audiences
PRODUCT AND PACKAGING • Over 125 operators participating in Fuel & Fun! • Increased operator engagement, resonates with marketplace, excellent cross promotional opportunities, and highly measurable changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Consumer Testimonial My Husband I were considering whether or not we could afford to spend a nice weekend away…. We own a Ford pick-up, not the best for fuel economy! While looking…on the Internet, I noticed the words "Fuel and Fun". I clicked onto the website at Explorers’ Edge and thought "Wow, the $50.00 gas card and $50.00 coupon will definitely be a bonus", AND best of all [our preferred resort was] listed as a participant! The Fuel and Fun Pkg helped us make our decision, and another couple ended up booking as well! I think this is a great offer, especially during a time that has been an economic challenge for many of us! Thank you very much and I will pass this information on to my friends! Michelle Peirson, Caledonia, ON changing perceptions to attract new audiences
EDUCATION • Google AdWord Workshop • Stocky Centre, Parry Sound, Ontario • Waterloo Summit Center, Huntsville, April 5 th , 9.30am – 11.30am • Developing Regional Experiences, Bracebridge - March 22, 8.30am – 5.00pm changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Operational Planning Process • November 1, 2011 – RFP Operational Planning Facilitator • December 5, 2011 – EE Preliminary Report shared with Board of Directors • December 12, 2011 – Operational Planning Meeting, EE Board • December 15,2011 - Operational Planning Session Report • December 19 – 23, 2012 – Tourism Synergy completed 19 interviews • January 9, 2012 – EE Board of Directors & Communication Committee shared feedback and discussed the Operational Plan • January 17, 2012 – EE Board of Directors reviewed feedback and vetted the operational • January 19 – 25, 2012 – Operational Plan Circulated for feedback • February 1, 2012 – Submitted to the Ministry of Tourism, Culture and Sport changing perceptions to attract new audiences
MUSKOKA TOURISM AGM 2012-2013 Operational Plan Goals • Marketing and Promotion • Product Development and Innovation • Investment Attraction • Workforce Development and Training • Governance and Operations • (including Industry Communication, Liaison and Accountability) changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Key activities will include • Consumer Marketing / Social Media • Google AdWords • Image Bank Development • Transacting • Website • Product Development • Research, Tracking and Measurement changing perceptions to attract new audiences
MUSKOKA TOURISM AGM Overall Strategy • Change perception of area as a summer-only destination • Change perception that there’s nothing to do here in the shoulder season • Increase market share of travellers from the GTA/Barrie • Win the Win-able • Develop brand awareness while pulling visitors to the region changing perceptions to attract new audiences
James Murphy Executive Director Explorers’ Edge 345 Ecclestone Drive Bracebridge, ON P1L 1R1 james@explorersedge.ca www.explorersedge.ca THANK YOU changing perceptions to attract new audiences
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