Post on 13-Mar-2016
description
Marketing Mission ¨ More compelling ¨ More experiences to
draw people ¨ More often, for longer
stays and from farther away
Ontario Tourism Picture Sobara Report: ¨ Need to be competitive internationally
n Falling behind
¨ Huge area and diversity = difficult to cohesively brand
¨ Goal to double tourism in 10 years
Remarkable Outcome… ¨ Set up RTO’s (13) ¨ Incubator model – encourage raw entrepreneurship and see what evolves and thrives ¨ Adequately funded for capability ¨ Make voice of industry – volunteer board ¨ Decentralized (regional focus!)
RTO4 How did we get here?
¨ Regional consultations ¨ 4 counties/7 DMO’s ¨ Key Recommendations:
¨ More packaging ¨ More partnering ¨ More marketing
Goal + Strategy ¤ Grow tourism receipts by 25% over three years. By… ¤ Increasing overnight visits/length of stay. ¤ Making it easy to buy and easy to sell:
n Packaging n Central experience-based portals + e-commerce n Edgy, targeted communication campaign
Lead Components ¨ Many km’s of warm water beaches =sunsets ¨ Stratford Festival, Drayton’s 4, Blyth ¨ African Lion Safari ¨ St. Jacobs, Mennonite and Amish experiences ¨ Heritage towns and Inns including Elora, St Jacobs,
Stratford and Bayfield
Lead Components ¨ Nationally significant Grand River >settlement, fishing ¨ Langdon Hall ¨ West Montrose covered bridge (1 of 2 in ON) ¨ Mtn biking top trails ¨ The #1 Cdn motocross event - Walton ¨ Rolling pastoral scenery
RTO4 Product Packaging and Storytelling
¨ +/- 40 packages ¨ Essentially experiential rather than destination
focussed ¨ The message = Come to this area for a really great
experience/stay ¨ Emotion=involvement, immersion, interaction
Theatre
Stra)ord (5)
Drayton (3)
Signature Fes8vals (4)
Outdoors
Beaches (3)
Camping (3)
Birding (1)
Fly Fishing (2)
Mountain Biking (3)
Road Cycling (3)
Heritage Towns
Amish Mennonite
(2)
Heritage Inns (6)
Heritage Towns (4)
Signature Heritage Tour
(1)
Heritage Tour Route (1)
Agri-‐Culinary
Savour Stra)ord (2)
Motorsports
Walton Motocross (1)
RTO4 Booking Engine
¨ You must be online…Most travel research and many purchases are done online
¨ Region-wide tie in to DG’s and bundling ¨ Making easier to buy – easier to sell ¨ All heavy lifting done through RTO4
Entry Points
Consumer
Activity Property Microsite
Single Supplier Package
DMO Local Package
RTO Region Package
Marketing $
RTO4 Meridian Reservation System
Communication Programme
¨ New markets/ farther reach ¨ Highly targeted ¨ The offer of really great experiences ¨ Change the way people think about and book travel
> creative, raw, new ¨ Well funded
Accomplish
¨ Goal: 25% increase in receipts ¨ Develop the Tourism Market with deeper, more
compelling experiences to draw more people, more often, for longer stays and from farther away
¨ M e a s u r e ! ¨ Track, refine, repeat