MARKETING CAMPAIGN WINTER 2019-2020
MARKETING STRATEGY 2019-2020
MARKETING OBJECTIVES PLAN DE LA PRÉSENTATION Increase the Outaouais region’s notoriety from 20% to 22% between September 2018 and September 2019. Increase engagement with digital content. Boost local resident’s pride. Improve the visitor’s experience. NOTORIETY CONSIDERATION EXPERIENCE LOYALTY Grow our visitor database. Improve our email communications. Improve our relationship with the visitor.
MARKETING & COMMUNICATION STRATEGIES – QC 2019-20 NOTORIETY CONSIDERATION EXPERIENCE LOYALTY Develop effective tools 360˚ media campaigns Significant investments in Enhance the quality of for management and for the tourist route digital service to visitors analysis • create a content Trainings for Deploy high impact ecosystem per frontline staff Segmentation of the marketing stunts • visitor’s database experience Reward their work • Improve Campaigns promoting Introduce new local communication Collect online behavioral residents’ pride ambassadors data from visitors Improve the access to Develop content Send personalized information on the partnerships with mass emails website media platforms Conduct an exhaustive social media audit
HIGH PRIORITY MARKETS PLAN DE LA PRÉSENTATION 60% Montréal and surroundings 40% Ottawa and surroundings
PRIORITY MARKETS - MONTREAL & OTTAWA PLAN DE LA PRÉSENTATION BIKE ENTHUSIAST TRENDY EPICUREAN URBAN CULTURAL FAMILY CULTURAL GASTRONOMIST OUTDOOR RECREATIONIST
COMMUNICATION STRATEGY Tell short stories to put the experience forward. 7
MESSAGE PLAN DE LA PRÉSENTATION BRAND SIGNATURE CAMPAIGN SIGNATURE 8
CREATIVE STRATEGY Beautiful pictures, Real life stories, Fun. 9
OUR CREATIVE PILLARS 10
MEDIA STRATEGY Connect with our target customer through all contact points on their media consumption journey 11
THE VISITOR CYCLE PLAN DE LA PRÉSENTATION FIDELITY & ENGAGEMENT (LOYALTY) INSPIRATION (NOTORIETY) The visitor enjoys their experience and shares it The visitor plans a getaway, close to within their network . Montreal or Ottawa. DISCOVERY & EXPERIENCE (VISITOR EXPERIENCE) RESEARCH & PLANNING The visitor discovers what the region has (CONSIDERATION) to offer; the perfect mix of nature and The visitor becomes familiar with the culture. Outaouais region. BOOKING The visitor books their hotel, attractions and activities.
MEDIA STRATEGIES PLAN DE LA PRÉSENTATION Speak to the right audiences. 1 1. Pre-roll Behavioural targeting • Contextual targeting • 2. SEM • Demographic 3. Videos on social Interests • media platforms Custom intent • Private market platform • Build retargeting and ¨ look-a-like ¨ audiences. 2 Reach a prequalified target market with a specific 3 message. 1. Web banners Qualified audience for 2018-2019 TO website visitors 2. Blog articles Qualified audience following 2019-2020 actions 3. Social media ads
MEDIA STRATEGIES PLAN DE LA PRÉSENTATION TARGET Pre-roll Instagram & Facebook : blog, routes, video RETARGETING Instagram & Banners Facebook
MEDIA CHANNELS CHANNELS TACTICS Website / Blog Facebook / Instagram / Twitter OWNED Field work - HR Maison du tourisme Newsletter Journalists / Bloggers EARNED Partners Frontline staff Targeted Pre-roll Web banners PAID Facebook / Instagram ads Magazine Adwords 15
MARKETING TACTICS
THE EXPERIENCES Tourist route Experience Gourmet Festive Outdoor Bike - SDFO Outfitters Snowmobile (culture/nature) Notoriety Objectives Notoriety Experience Experience Notoriety Consideration Consideration Consideration Deluxe outdoor Cultural Trendy Trendy Go easy nature Groups of Target Market enthusiasts Snowmobilers gastronomist epicurean epicurean lovers friends Families Montreal, Ottawa, RMR Montreal Montreal, Markets RMR Montreal Ottawa Gatineau, Ontario Gatineau Ottawa Ottawa Ottawa Ontario, USA, AITQ France China Ontario, USA Ontario & USA Maritimes, MM Snow and Traveller’s Beautiful Multi-sensory Move, Pleasure Starry skies To be having fun with motivation landscapes discovery accessibility friends 17
CULTURE MONTREAL QUEBEC VACATION GUIDE - WINTER (DIGITAL) MULTI-EXPERIENCES CONTEST NOTORIETY & CONSIDERATION SEARCH ENGINE MARKETING URBAN CULTURAL FAMILY FACEBOOK & INSTAGRAM ADVERTISING JANUARY-MARCH PARTNERSHIP WITH AITQ 18
GOURMET OTTAWA INFLUENCE MARKETING MONTREAL NOTORIETY & MULTI-EXPERIENCES CONTEST VISITOR’S EXPERIENCE SEARCH ENGINE MARKETING TRENDY EPICUREAN FACEBOOK & INSTAGRAM NOVEMBER TO MARCH ADVERTISING 19
FESTIF PRE-ROLL VIDEOS 6 SEC. AND 15 SEC. • OTTAWA ADVERTORIAL QUEBECGETAWAYS.COM NOTORIETY & CONSIDERATION SEARCH ENGINE MARKETING TRENDY EPICUREAN MULTI-EXPERIENCES CONTEST DECEMBER-FEBRUARY PARTNERSHIP WITH AITQ FACEBOOK & INSTAGRAM ADVERTISING 20
OUTDOORS PRE-ROLL VIDEO MONTREAL OTTAWA SEARCH ENGINE MARKETING NOTORIETY & CONSIDERATION FACEBOOK & INSTAGRAM ADVERTISING OUTDOOR RECREATIONIST OUTDOOR ADVENTURES SHOW + OUTDOOR BROCHURE NOVEMBER-MARCH PARTNERSHIP WITH AITQ 21 50
CROSS-COUNTRY SKIING PRE-ROLL VIDEO MONTREAL OTTAWA CROSS-COUNTRY SKIING EVENTS NOTORIETY & Web banners CONSIDERATION Promotional video MAGAZINE AD NATURE LOVERS OUTDOOR ENTHUSIASTS SEARCH ENGINE MARKETING NOVEMBER TO FEBRUARY FACEBOOK ADVERTISING 22
SNOWMOBILE SNOWMOBILIE CAMPAIGN WITH AITQ UNITED STATES WEBSITE SNOWMOBILEINQUEBEC.COM ONTARIO IMOTONEIGE APPLICATION SNOWMOBILE MAP - OUTAOUAIS CONSIDERATION SEARCH ENGINE MARKETING ADEPTES DE MOTONEIGE FACEBOOK VIDEO ADVERTISING JANUARY TO MARCH PARTNERSHIP WITH AITQ 23
ACCOMMODATION VIP PACKAGE – JOINT OFFER WITH THE MUSEUM PASSPORT FACEBOOK VIDEO MONTREAL SEARCH ENGINE REFERENCING FACEBOOK ADS CONSIDERATION VIP PACKAGE LANDING PAGE APRIL - SEPTEMBER RETARGETED WEB BANNERS
AMBASSADOR PROGRAM Fall/Winter Calendar
AMBASSADOR PROGRAM PHOTO NORDIK October ambassador October ambassadors Serge Lussier Martin Paquette et Daniel Gingras • • 30s TV commercial Advertorial Le Droit • • Advertorial Le Droit Advertorial Les 2 Vallées • • FB & IG posts FB & IG posts • • Blog post & video Blog post Meet other passionate ambassadors on our website: https://www.tourismeoutaouais.com/en/ambassadors/
AMBASSADOR PROGRAM Ambassadors: February Ambassador: November Romain Riva et Cyril Lauer Frédéric Ménard • • 30s TV commercial 30s TV commercial • • Advertorial Le Droit Advertorial Le Droit • • FB & IG posts FB & IG posts • • Blog & video Blog & video Meet other passionate ambassadors on our website: https://www.tourismeoutaouais.com/en/ambassadors/
AMBASSADOR PROGRAM February ambassador March ambassadors Yannick LaSalle Scott Judd and Jennifer Dale Judd • Advertorial Le Droit • FB video advertising • Advertorial Les 2 Vallées • Publireportage Le Droit • FB & IG posts • FB & IG posts • Blog post • Blog & video Meet other passionate ambassadors on our website: https://www.tourismeoutaouais.com/en/ambassadors/
ANNUAL ADVERTISING BUDGET 2019-2020 1 313 000$
ADVERTISING BUDGET INFLUENCERS TELEVISION MEDIA PARTNERS 4% 5% 5% MAGAZINE 4% SEARCH ENGINE REFERENCING : 39% Social (Fb & IG) : 37% DIGITAL Pre-roll : 14% 82% Banners : 10% Production costs and wages are included in the total budget.
JOIN US IN MAKING OUR OUTAOUAIS REGION SHINE! MARKETING ADVISORS
YOUR MARKETING ADVISORS Culture, festive and gourmet Accommodation Outdoors msavoie@tourisme-outaouais.ca mnickner@tourisme-outaouais.ca vtetreault@tourisme-outaouais.ca 819 778-2530 ext. 249 819 778-2530 ext. 246 819 778-2530 ext. 233 32
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