TOURISM MARKETING PARTNERSHIP CORPORATION SEPTEMBER 8, 2017 - - PowerPoint PPT Presentation

Ontario Tourism Marketing Partnership Corporation An Agency of the Government of Ontario

ONTARIO TOURISM MARKETING PARTNERSHIP CORPORATION

SEPTEMBER 8, 2017

VISION

To position Ontario as a preferred global destination.

MISSION

To generate increased visitation by Ontario, Canadian and international tourists, enhance tourism expenditures in Ontario, and contribute to provincial economic prosperity through impactful marketing and results oriented investment partnerships.

TOURISM MATTERS – ECONOMIC IMPACT SNAPSHOT

142 Million total Visits $25.4 Billion in visitor spending 389,000 tourism- related jobs

Source: Statistics Canada: MTCS’s Tourism Regional Economic Impact Model

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VISION / MISSION ➢ All activities undertaken with a goal to position Ontario as a preferred global destination. ➢ Maintain focus of increasing visitation and enhancing visitors expenditures. EXCELLENCE ➢ Strive for excellence in marketing. ➢ Stand out amongst the competition. ➢ Be recognized for being the best. PARTNERSHIPS ➢ Invaluable relationship with partners. ➢ Continue to create strong partnerships. ➢ Work with stakeholders to build alignments.

ONTARIO TOURISM PRIORITIES

OTIC’s

MULTIFACETED WITH PAID, EARNED AND OWNDED ASSETS

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‘WHERE AM I?’ BRAND PLATFORM

Target Markets: Ontario, Quebec, U.S. Integrated Campaign

Leveraging ‘Where Am I’ Brand Platform:

• OTMPC has developed a brand story to inspire & intrigue
• We encourage tourism partners to amplify & share Ontario Tourism’s brand voice
• We have committed to 17 digital partnerships with industry to leverage the platform
• OTMPC is developing a brand content playbook tool for partners
• Television
• Social Media
• Digital
• Promotions
• Media Relations
• Print/Magazines

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‘WHERE AM I?’ HIGHLIGHTS OF CAMPAIGN

2016/17 Results

11.9 MILLION Video Views 63.8 MILLION Impressions 48 THOUSAND Social comments & reactions TOP 10 Performing keywords search queries in Ontario

AWARD RECOGNITION

• Canadian Tourism Awards Marketing: Campaign of the Year
• Cannes Lions Nominee Promo & Activation
• Marketing Magazine Awards: Silver – Integrated Campaign | Bronze – Television Single
• Strategy Marketing Awards: Creative Catalyst Award | Game Changer Award | Turn Around Strategy Award

2017 PROMO! Award

• Communication Arts 2017 Advertising Competition WINNNER -Television Commercial, WAI?

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TOURISM SAULT STE. MARIE & AGAWA CANYON

• Increase Agawa tour train package bookings in July and August

by 10% Results To-Date

• 1.7 million video views*
• 54,000 leads to Agawa Train booking site
• 109% of goal reached for bookings***

Leveraging Partnerships RTO2-Tourism Partnership of Niagara RTO4 Elora partnership Early planning discussions with RTO6,8,9,11 Cycling initiative with RTOs and Cycling coalition Group of Seven partnerships with RTOs and cultural stakeholders

‘WHERE AM I?’ ALIGNED PARTNERSHIP CAMPAIGN

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TOURISM SAULT STE. MARIE & AGAWA CANYON ‘WHERE AM I?’

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OTMPC - Led Campaigns + Destination Canada Led Campaigns + T ravel T rade + Media Relations

T I E R

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T I E R

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Destination Canada Led Campaigns + T ravel T rade + Media Relations

T I E R

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ONTARIO QUEBEC UNITED STA TES UNITED KINGDOM CHINA CANADA MEXICO INDIA SOUTH KOREA BRAZIL JAPAN FRANCE GERMANY

T ravel T rade + Media Relations WHERE AM I?

OPTIMIZE BRAND PLATFORM

INTERNATIONAL MARKETING: ACTIVITY BY MARKET

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• $2.5 million combined investment (OTMPC, Toronto,

and Ottawa).

• Generated about 63,000 incremental trips to Ontario.
• An estimated $43-million in visitor spend.

Ontario content highlights

• 8 million video views and 85,000 story views.
• 8,400 direct leads to industry.

2017

• Campaign continues with a combined investment from

OTMPC, Toronto, Ottawa and Niagara Falls

2016

CONNECTING AMERICA

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SPECIAL CAMPAIGNS

• Travel Magazine
• OT.net/LGBT Website
• Integrated into ‘Where Am I?’ Commercial
• Ad buys in targeted magazines

2017 Travel Gay Canada LGBT Tourism Marketing Awards Winner of Best Destination Marketing Campaign (PMO)

SPOTLIGHT: LGBTQ+ MARKET

• CANADIAN CANOE CULTURE
• GROUP OF SEVEN
• CYCLING
• INDIGENOUS TOURISM

ALIGNMENT IN MOTION

While the strategic planning process is ongoing, we are not waiting for the release of the plan to move on the very important goals we have in our sights. Here are some of the alignment initiatives we have already in motion.

• Northern Strategy Development and

experiential working groups – Group of Seven, etc.

• Content Playbook – a scaleable guide on how

partners can align with the WAI? platform within their marketing efforts

• WAI? Digital Partnerships –executing 17 digital

initiatives that build brand momentum through co-marketing

• WAI? Regional Pilot – executed a Where Am I?

Agawa Canyon campaign

• Common KPIs – definitions developed
• Greater alignment internationally – actively

partnering with Destination Canada

• Shared Metrics Dashboard –measuring co-

marketing initiatives

• Market by Market Approach – UK pilot Activity

Group has been launched

• Stronger stakeholder engagement – increased

visibility and an OTMPC Ambassador approach

• Aligning RTOs through advance planning -

meetings to develop co-marketing partnerships in 2018-19 with each RTO are underway

• Expanded Communication Strategy – plans for

TIAO Town Halls and a Passport re-boot are underway

PARTNER OPPORTUNITY

OTMPC PARTNERS WITH INDUSTRY

ALIGNMENT IS A PRIORITY

• ACCOMODATIONS
• ATTRACTIONS
• EXPERIENCES
• TRANSPORTATION
• FESTIVALS AND EVENTS
• OUTDOOR ADVENTURE
• ETC.
• REGIONAL

TOURISM ORGANIZATIONS

• DESTINATION

MARKETING ORGANIZATIONS

• SECTOR

ASSOCIATIONS

DESTINATION CANADA

OTMPC

INDUSTRY STRUCTURE

TOURISM OPERATORS & SUPPLIERS

Targeted Private Sector – i.e. Transportation

DIGITAL

ONTARIOTRAVEL.NET

• 4.8+ MILLION VISITS
• 3500 INDUSTRY PARTNER

LISTINGS

• OVER 1.3M LEADS TO

PARTNERS ANNUALLY EMAIL DATABASES

• 247,000 OPT IN CONSUMER

DATABASE

• 6000 OPT IN INDUSTRY

DATABASE

MOBILE APP

• 73,000+ DOWNLOADS

Source: OTMPC as of Jan 2017

SOCIAL

ROBUST SOCIAL MEDIA CHANNELS INCLUDE:

• FACEBOOK - 287,500
• INSTAGRAM - 157,000
• TWITTER
• 71,400
• PINTEREST - 4178
• YOUTUBE
• 4416
• ONTARIO TRAVEL BLOG

COMMUNITY ENGAGEMENT

• 874,000+

REACH

• 81.2M

OUR ASSETS

PAID ADVERTISING

ONGOING PAID ADVERTISING IN PRIORITY MARKETS

SALES MISSIONS AND TRADE EVENTS

DOMESTIC AND INTERNATIONAL ACTIVITY

• FAMILIARIZATION TOURS FOR

MEDIA & TOUR OPERATORS

• SALES MISSIONS and EVENTS
• JOINT MARKETING WITH TRAVEL

TRADE

OTICS

11 TRAVEL INFORMATION CENTRES IN ONTARIO WITH OVER 1 MILLION VISITORS ANNUALLY

Source: OTMPC as of July 2017

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• RTO 9 & Partner Listings on OntarioTravel.net
• Native Ads Digital Partnership
• Where Am I Print Publication (French & English)
• Union Station Backlit Advertisements
• OTIC Kiosk Advertisements (Bainsville/Hawkesburry)
• ONRoute Digital Kiosk Videos
• Tourism Industry Partnership Program (TIPP)
• Video Production Partnership
• SLPC
• Tourism Kingston
• Social Media Features

2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS

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• Travel Trade
• DC Global MEGA FAM going through RTO9.
• TRADE FAM with Canada Specialist Agents from UK, Germany, France, Switzerland, Korea,

Mexico and Brazil.The whole FAM is Sept 30 to Oct 4. Oct 1, 2, 3 they see Rockport, Gananoque and Kingston.

• Bay of Quinte Regional Marketing Board Conducted - site inspections followed by a Trade

Workshop with 15 partners.

• Tourism Kingston – Participated in Boston Sales Mission and is participating in NY Sales

Mission

• 1000 Islands Tourism/Accommodation Partners – NY Sales Mission

2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS

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• Media Relations
• China Media FAM National Geographic

Traveller- May Visited Upper Canada Village, Kingston, Thousand Islands. Published in August issue a second article upcoming in the October 2017 issue). AVE $1.6 million circulation of 954,000

• 1000 Islands Accommodation Partners UK

Group media fam (Sept 13-15) 5 media total plus OTMPC’s UK in-market rep.

• Food Network.com ON Wine Regions
• Vogue.com – Prince Edward County Feature
• Toronto Star/Metro – Prince Edward County

Feature

• Canadian Canoe Project (Canadian Media) –

Rideau from Kingston to Ottawa (in progress)

2017/18 OTMPC & RTO 9 PARTNER HIGHLIGHTS

1 2 3 4 5 6 7 8 9 10 Register your FREE business, events, and package listings Travel Trade/Sales Missions Provide content/story ideas Media relations/familiarization tours Social media Opt-in to receive OTMPC communications Ontario Travel Information Centres Collaborate on marketing initiatives Tourism Industry Partners Program (TIPP) funding for out-

• f-province campaigns

Advertise in OTMPC programs Strategy development and consultation on markets, segments, tactics, market readiness, etc…

WAYS TO LEVERAGE OTMPC

• ntariotravel.net

Mobile app Call Centre Online Chat

INTEGRATION = VALUE

Trip planner on

• ntariotravel.net

OTICs

➢ Website - over 4.8 Million Visits ➢ Mobile App - over 73,000+ downloads ➢ Call Centre - #calls 2016-2017: 63,866 ➢ OTICs - 1 Million consumers through the centres annually ➢ Live Chat - #chats 2016-2017: 13,498

FREE Listing, Packages and Events - Integration

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ONTARIO TRAVEL INFORMATION CENTRES (OTICS)

11 OTIC centres Welcome 1 million+ visitors/year Visitor spend: $966K

Travel Information Services Conference 2017

Windsor – Caesar’s, Oct 11_13

“Creating Customer Connections.”

• ticsconference.ca

Advertising Opportunities | Ticket Sales | Brochure Distribution | Accommodation Reservations and more!

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NEW KIOSKS 20 Locations, 60 Screens (3 per location) Located along HWY 400 and 401 corridor PERFORMANCE SNAPSHOT – MONTHLY AVERAGES

• Impressions – 890,312
• Interactions – 174,325
• Conversion rate – 19.6%
• Engagement – 1.4 minutes
• Viewers – 51.7% female
• Viewers – 52.6% adult (35–65), 43.9% young adult (13-35)
• Peak time of interaction – Fridays after 5:00pm
• Clicks to OT.net – 3,365 page views

ONROUTE KIOSKS

Source: Cineplex Digital Media as of May 31, 2017

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OPT-IN TO RECEIVE OTMPC OPPORTUNITIES AND COMMUNICATIONS REGISTER YOUR FREE LISTING! Industry/Partner Website: www.tourismpartners.com

New Account – listings registration Existing Account - log in

Opt-in to receive OTMPC

communications

Tourism Partners | Industry Website

CONNECT WITH US!

@Ontario Travel @Ontario Travel @Ontario Travel @Ontario Travel @TravelOntarioCanada #DiscoverON

Kevin Forget is Ontario's travel expert. Follow Kevin @ontariokevin on Twitter, and subscribe to www.youtube.com/travelontariocanada to catch his latest

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Blossoms, Fall Colour, and Ski, Snow and Ice Fishing conditions to help you plan your trips throughout the year, as well as suggestions on upcoming events below.

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Partnership and Sales 416-314-6314 | 1-888-365-4422

• tmp.sales@ontario.ca