Post on 15-Nov-2014
description
Marketing Overview
& 2013 Plan
March 7, 2013
Agenda
• Brand Positioning
• Campaign Creative
• 2013 Marketing Plan
• Digital Plan
• Questions
Brand Positioning
Long-term Visitation Trend
Total Visits to Nova Scotia 2000-2012
Target Audience
• Stay longer• Spend more• More likely to be
first-timersOutdoor enthusiast
Cultural enthusiast
Culinary enthusiast
Marketing Goal:
Increase visitation from first-time, pleasure travellers most likely to visit more of Nova Scotia.
Discovery Freedom EngagementIt’s not just about Peggy’s Cove and the Cabot Trail, it’s also everything in between.
You put yourself in neutral, coast along and whatever tickles your fancy, do it.
I feel like a traveler, not a tourist.
Brand Positioning:
Nova Scotia is the spirit of the perfect road trip.
Creative Challenge
• Use emotion to create desire
• Convey a sense of vibrancy
• Position Nova Scotia in a new light
• Differentiate ourselves
Campaign Creative
Campaign Idea:
Celebrate the place and state of mind that allows you to travel on a whim, enjoying the journey as much as the destination.
Television
• One :60 sec brand spot
• Five :30 sec spotso Bike (Fr)o Splash (Fr)o Invited Aboard (Fr)o Climbo Leap
• One :30 sec talent-free spot (scenic and b-roll)
Web and Mobile
Online Advertising Highlights
Online
Online
Sample Site List – English
Sample French Site List
Billboard
Static Billboard
Digital Billboard
Literature
2013 Marketing Plan
Canada
United States
• Ontario• Quebec• Maritimes
Europe
Our Markets
• Mid-Atlantic• New England
• UK• Germany
Influence Travel Planning
Maximize reach during the trip planning timeframe
Market Feb Mar Arp May Jun Jul Aug Sep Oct
National Trip Plan
Media
Travel
Toronto/Ottawa: Trip Plan
Media
Travel
Montreal Trip Plan
Media
Travel
Atlantic Trip Plan
Media
Travel
Media Mix
Ambient
Digital Print
Connect and engage with the target via multiple touchpoints during their visitor decision journey
Digital Plan
Goal:
Become a leading DMO in digital marketing
Digital – novascotia.com
Year Website Visits
2008 1,600,000
2009 1,500,000
2010 1,654,000
2011 1,647,000
2012 1,880,000
Measures 2012 Results
Pages viewed/visit
6 pages
Avg. visit duration
4:08 minutes
Bounce rate 36.72%
% of traffic from organic search
73.52%
% of new visitors
67.21%2012 Top Visits by Country
% of total traffic
Canada 64.07%
United States 26.55%
United Kingdom
2.35%
Germany 1.24%
Year Mobile Visits
2012(ns.com and mobile site)
290,500 visits•iPad (143,000)•iPhone (80,800)
2011(ns.com)
105,000 visits•iPad (32,000)•iPhone (27,000)
2010 32,300 visits
Digital – Social Media
Facebook92,623Likes(Ongoing engagement rate is highest of all provincial FB pages)
YouTube371,008 video views
Twitter9,078 followers
Instagram3,166 photos (#visitnovascotia)
Pinterest448 followers
Flickr11,508 photos
3-Year Digital Plan
To be completed for the Mar. 18th, 2013 campaign launch:•Rebrand digital platforms:
o novascotia.com (English and French sites) o Top 25 and Recommended Road Tripso UK and German IP targeted landing pages o Mobile websiteo E-mail templateo Facebook, Twitter, and YouTube
•Launch mobile app for:o iPhone, iPad, Android, Blackberry
novascotia.com & mobile website
Mobile App (iPhone, HTML 5)
iPad App
3-Year Digital Plan
Completed in 2013-14:
•Website Marketingo New booking engine – October 2013o Live chat outreach (novascotia.com)o novascotia.com redesign - launch March 2014o Redesign of Travel Media and Travel Trade microsites
•Social Media Marketingo Spring and Fall surge campaigns o Pinterest integration into Facebooko Content calendar and execution o “Places-in-between” video series
3-Year Digital Plan (con’t)
• Mobile Marketingo Mobile content optimization (2013)o Mobile marketing strategy development (2013)o Integration of QR codes into marketing touch points (2014)o Launch text message marketing (2014)
• Blogger Initiativeso novascotiablogs.com content integration into redesigned
websiteo Blogger outreach program (pilot program)o VIP blogger event/relationship managemento VIP blogger reward program
3-Year Digital Plan (con’t)
• Search Engine Optimizationo Optimizing French content, TV ads
• Search Engine Marketingo UK and Germany campaignso US and Quebec campaignso Seasonal content campaigns
• E-mail Programo Mobile optimization of e-mail templateo Strategic list build tacticso Content plan and calendaro UK e-mail list
• Performance Measureso Develop measurement plan aligned with tacticso Measurement reviews, results and actions
Campaign Summary
What’s different about 2013?•New brand and campaign (English and French)•Increased spend in Ontario•Shift spending from region to re-enter Quebec•Double spend in online advertising•3-year digital marketing plan•Complete re-build of novascotia.com by spring 2014
Questions