Greg Kklassen's presentation

Marketing Canada to the World:Are We Spending our Money in All the Right Places

“THE FORCES OF COMPLEXITY, GLOBALIZATION AND TECHNOLOGY ARE ACCELERATING CHANGE AND INCREASING VOLATILITY.”

JIM COLLINS GREAT BY CHOICE

“THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT.”

PETER DRUCKER

Emerging Country arrivals set to soar

The Big Picture

Larger competitive set

Source: UNWTO

RANK 1950 World

Share 1970 World

Share 1990 World

Share 2010 World

Share 1 USA

97%

Italy

75%

France

67%

France

56%

2 Canada Canada USA USA 3 Italy France Spain Spain 4 France Spain Italy China 5 Switzerland USA Hungary Italy 6 Ireland Austria Austria UK 7 Austria Germany UK Turkey 8 Spain Switzerland Mexico Germany 9 Germany Yugoslavia Germany Malaysia 10 UK UK Canada Mexico 11 Norway Hungary Switzerland Austria 12 Argentina Czech Greece Ukraine 13 Mexico Belgium Portugal Russia 14 Netherlands Bulgaria Malaysia Hong Kong 15 Denmark Romania Croatia Canada

Other 3% 25% 33% 44% Total 25 million 166 million 703 million 935 million

Challenge the Conventional

58%

ROLE OF BRAND

Source: FutureBrand

Our Biggest Challenge

TO

CONVERSION

WE NEED TO MOVE TRAVELLERS

FROM

AWARENESS

19

Understanding the Consumer’s Journey to CanadaAre we spending our marketing money in all the right places?

THE PATH TO PURCHASE IS NO LONGER LINEAR AND REDUCTIVE

20

TOURISM’S MODEL: OLD THEORY

AWARE OF BRAND

ON FUTURE GENERAL LIST

ON SERIOUS CONSIDERATION LIST

PLANNING A PURCHASE

BUY

FOUR KEY STAGES

5. DETAILED ITINERARY PLANNING

1. AWARE

2. ON DREAM LIST

3. ON CONSIDERATION LIST

4. CREATING A VACATION MOVIE

6. FINALIZING TRAVEL ARRANGEMENT

7. BOOKING A TRIP8. EXPLORING CANADA

9. ADVOCACY

CONSIDERATION EVALUATION

PURCHASEADVOCACY

THE ADVOCACY LOOP


1. AWARE

2. ON DREAM LIST

3. ON CONSIDERATION LIST4. CREATING A VACATION MOVIE



9. ADVOCACY

FOUR KEY STAGES—Experience


1. AWARE

2. ON DREAM LIST




7. BOOKING A TRIP

8. EXPLORING CANADA

9. ADVOCACY


PURCHASEADVOCACY

www.canada.travel/SEC

FOUR KEY STAGES—Advocacy


1. AWARE

2. ON DREAM LIST





9. ADVOCACY


PURCHASEADVOCACY

WHICH COUNTRY WOULD YOU RECOMMEND TO VISIT THE MOST

REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010

CTC Facebook screenshoot

FOUR KEY STAGES—Booking


1. AWARE

2. ON DREAM LIST





9. ADVOCACY


PURCHASEADVOCACY

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Focus on the Retail ExperienceAnd on the Influence of the retailer and sales channels to close the sale

33

Thank You

Greg Kklassen's presentation

Business

Transcript of Greg Kklassen's presentation