2015 Tourism Town Hall Series
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Transcript of 2015 Tourism Town Hall Series
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GENERATE DEMAND FOR CANADAGENERATE DEMAND FOR CANADA
Business EventsBusiness EventsLeisure TravelLeisure Travel
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+1% = $817MTrade & InvestmentInternational Arrivals
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4.8%
4.7%
3.5%
5.2%
5.2%
10.2%
14.2%
13.1%
18.8%
29.4%
United Kingdom
France
Germany
Australia
Brazil
South Korea
Mexico
Japan
India
China
*CTC Research Estimates based on Statistics Canada International Travel Survey (ITS) December 2014 from which is removed same-day air travellers.
+11%
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10.6%7.1%
CTC International Markets Non-CTC International MarketsSource: Statistics Canada, International Travel Survey, Border Counts YTD December 2014
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2.7%
5.2%
5.5%
5.7%
5.7%
6.0%
7.9%
8.0%
10.0%
10.8%
20.0%
United States
United Kingdom
France
Japan
Germany
Australia
South Korea
Brazil
Mexico
India
China
CTC Estimates
+4%
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CANADA SHARED
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TRADE SHOWS & EVENTS
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RVC 2015 – NIAGARA FALLS, ON
“It’s one of the best experiences I have had in my life. And last night we went to the vineyards — the wineries, the cuisine, everything, It’s unbelievable.” Sanat Kumar Hegde, India Buyer
• 1,600 delegates
• 24,000 face-to-face meetings
• 453 buyers from 28 countries
• International media attendance
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2008 2009 2010 2011 2012 2013 2014Core Partner One-Time
$179$239 $242
$161 $137$109 $109
2008 2009 2010 2011 2012 2013 2014
Total Funding ($M)
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61.5 %27%*
11.5 %
PMO DMO CTC
*DMO budgets include: Victoria, Vancouver, Whistler, Banff/Lake Louise, Calgary, Edmonton, Winnipeg, Toronto, Ottawa, Montreal, Quebec City, Mt. Tremblant and Halifax Source: HLT Advisory
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PROVINCIAL MARKETING
ORGANIZATIONS
DESTINATION MARKETING
ORGANIZATIONS
PRIVATE INDUSTRY
Canada Brand
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Zhou You Jia Na Da
Canada – Let’s Go
2014 – 2016+
Content Production – 100% Digital, Mobile & Social
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BEC Speaker Series, NY
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REDUCE A DOMESTIC TRAVEL DEFICIT
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Great Canadian Journeys Across 150 Experiences
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INFLUENCER
DAILY & MONTHLY CONTENT
CAMPAIGN AT A GLANCEMEDIA PARTNER DIGITAL HUB
• influencer profiles
• pulls in all digital, TV, and social content
• real time• created &
curated• travel offers• partner features
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CONTENT MARKETINGVideo Mash-ups
Easy to Access & Use
• Transportation• Accommodations • Culture/Attractions/Festivals/Events• Loyalty/Rewards programs• Special offers
TBD
TBD
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We’ve got a
to celebrate…
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WE HAVE WIND IN OUR SAILS
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Q1 VISITATION FROM THE UNITED STATES
+12.5% Gain in Purchasing Power
+7.0% Overnight Arrivals by Air
+5.9% Overnight Arrivals by Car
+6.0% Overnight Arrivals
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319M
122M
81M
63M
15M
US POPULATION
CONSIDERING OUTBOUND TRAVEL
OUTBOUND TRIPS
CONSIDERING CANADA FOR THEIR NEXT TRIP
PASSPORT OWNERS
OUR CHALLENGE: TO LOCATE
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CTC USA INITIATIVE
680,000 Additional Travellers
$400 Million Incremental Visitor Spend
1: 1.25 Partnering Ratio
OUR COLLECTIVE GOALS OVER NEXT 3 YEARS
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CTC USA INITIATIVE
1) Build emotional engagement with Brand Canada
2) Use our marketing assets as data sources
3) Enable partners to leverage Brand Canada to enter new US markets
OUR OBJECTIVES
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FOCUS ON CITY PAIRS WITH HIGH POTENTIAL
67% of US visitors vacationing in Canada are more likely to visit multiple destinations
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BUILD BRAND FAME AND USE HIGHLY EMOTIVE CONTENT TARGETING
TRAVELER’S INTERESTS
MAKE IT EASY TO INTERACT WITH, AND BACK IT WITH A SMART MEDIA BUY
SO WE CAN DISTRIBUTE IT FAR BEYONDOUR BRAND OWNED COMMUNITIES
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HOW IT WORKSCTC CTC &
PARTNERS PARTNERS
LEARN ONLINEBEHAVIOUR
PASS QUALIFIED LEADS
CLOSE THE SALE
EVALUATE
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DELIVERTHE CUSTOMER TO YOUR DOORSTEP
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BRINGING ITALL TOGETHER
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