Update changing perceptions to attract new audiences MUSKOKA - - PowerPoint PPT Presentation

changing perceptions to attract new audiences

Update

MUSKOKA TOURISM AGM

Changing Perceptions and Building New Audiences

changing perceptions to attract new audiences

Explorers’ Edge Purpose:

To develop elop a year ar-round,

• und, sustain

tainable able regional

• nal to

tourism ism indust stry.

MUSKOKA TOURISM AGM

Overall Strategy

changing perceptions to attract new audiences

• Change perception of area as a summer-only destination
• Change perception that there’s nothing to do here in the

shoulder season

• Increase market share of travellers from the GTA/Barrie
• Win the Win-able
• Develop brand awareness while pulling visitors to the

region

WINTER AD CAMPAIGN

changing perceptions to attract new audiences

• Online banner ads - 1,536,983 impressions
• 6,726 clicks/0.44% CTR (very good)/517,517 unique reach
• Campaign Ended on March 11, 2012
• Full campaign report will include radio, print & billboard

“Just heard a radio ad for @explorersedge on #theedge. Sounds fantastic!” @MuskokaLksCC

SOCIAL MEDIA

changing perceptions to attract new audiences

• September 30, 2012 Explorers’ Edge had 100 Facebook fans…today we have
• Facebook contest - contest tab
• 3,868 visits/977 entries/324 newsletter subscribers
• Facebook campaign generated
• 58,874,955 impressions, 17,605 clicks & 3,370 new

WEBSITE EVOLUTION

changing perceptions to attract new audiences

• Key metrics during campaign period
• 18,315 unique visits
• 41,650 page views
• Winter special offers...up to 56% of visitors to the site during the winter campaign

looked at special offers.

MUSKOKA TOURISM AGM

Sample Feedback

changing perceptions to attract new audiences

Guests this weekend told me they heard one of

• ur winter ads on 680 News. They said it sounded

like there was lots to do around here so they checked out the EE website. From there they saw my listing and booked a three-night stay. Nice to know what path guests took to find us. So much better than the usual response of "internet". Thanks for the good work, Jackie, Fern Glen Bed & Breakfast Kate, James, Thank you for your email message. I just wanted to let you know that Explorers Edge placed 9th in Beauview's Top 10 Referral Sources for January and February 2012 and the bounce rate has gotten much better => 54% Thanks! Regards, Gord Bell Beauview Cottage Resort The people in Perry Township are very happy with your help on their Tourism file. Good work. Ron Begin Initiatives Officer | Agent des Initiatives FedNor | FedNor

MUSKOKA TOURISM AGM

Photography and Video Vignettes

changing perceptions to attract new audiences

PRODUCT AND PACKAGING

changing perceptions to attract new audiences

• Over 125 operators participating in Fuel & Fun!
• Increased operator engagement, resonates with

marketplace, excellent cross promotional

• pportunities, and highly measurable

MUSKOKA TOURISM AGM

Consumer Testimonial

changing perceptions to attract new audiences

My Husband I were considering whether or not we could afford to spend a nice weekend away…. We own a Ford pick-up, not the best for fuel economy! While looking…on the Internet, I noticed the words "Fuel and Fun". I clicked onto the website at Explorers’ Edge and thought "Wow, the $50.00 gas card and $50.00 coupon will definitely be a bonus", AND best of all [our preferred resort was] listed as a participant! The Fuel and Fun Pkg helped us make our decision, and another couple ended up booking as well! I think this is a great offer, especially during a time that has been an economic challenge for many of us! Thank you very much and I will pass this information on to my friends! Michelle Peirson, Caledonia, ON

EDUCATION

changing perceptions to attract new audiences

• Google AdWord Workshop
• Stocky Centre, Parry Sound, Ontario
• Waterloo Summit Center, Huntsville, April 5th, 9.30am – 11.30am
• Developing Regional Experiences, Bracebridge - March 22, 8.30am – 5.00pm

MUSKOKA TOURISM AGM

Operational Planning Process

changing perceptions to attract new audiences

• November 1, 2011 – RFP Operational Planning Facilitator
• December 5, 2011 – EE Preliminary Report shared with Board of Directors
• December 12, 2011 – Operational Planning Meeting, EE Board
• December 15,2011 - Operational Planning Session Report
• December 19 – 23, 2012 – Tourism Synergy completed 19 interviews
• January 9, 2012 – EE Board of Directors & Communication Committee shared feedback

and discussed the Operational Plan

• January 17, 2012 – EE Board of Directors reviewed feedback and vetted the operational
• January 19 – 25, 2012 – Operational Plan Circulated for feedback
• February 1, 2012 – Submitted to the Ministry of Tourism, Culture and Sport

MUSKOKA TOURISM AGM

2012-2013 Operational Plan Goals

changing perceptions to attract new audiences

• Marketing and Promotion
• Product Development and Innovation
• Investment Attraction
• Workforce Development and Training
• Governance and Operations
• (including Industry Communication, Liaison and

Accountability)

MUSKOKA TOURISM AGM

Key activities will include

changing perceptions to attract new audiences

• Consumer Marketing / Social Media
• Google AdWords
• Image Bank Development
• Transacting
• Website
• Product Development
• Research, Tracking and Measurement

MUSKOKA TOURISM AGM

Overall Strategy

changing perceptions to attract new audiences

• Change perception of area as a summer-only destination
• Change perception that there’s nothing to do here in the

shoulder season

• Increase market share of travellers from the GTA/Barrie
• Win the Win-able
• Develop brand awareness while pulling visitors to the

region

THANK YOU

changing perceptions to attract new audiences

James Murphy Executive Director Explorers’ Edge 345 Ecclestone Drive Bracebridge, ON P1L 1R1 james@explorersedge.ca www.explorersedge.ca