OntarioTourismMarketingPartnershipCorporation(OTMPC)

AttractionsOntarioAGM

April,2015

TrishaGrant

• OTMPCMandateandPriorityMarkets

• MarketingUpdate– ThemedCampaigns– WebsiteUpdate– SummerContest– SocialMedia

• Partnerships– OntarioTravelInformationCentres– DigitalandMedia– MarketingPrograms

• ASpotlightonPanAm– OntarioCelebrationZone– EpicisOnCampaign

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OntarioTourismMarketingPartnershipVision• TopositionOntarioasapreferredglobaldestination.

!Mission• TogenerateincreasedvisitationbyOntario,Canadianandinternationaltourists,enhance

tourismexpendituresinOntario,andcontributetoprovincialeconomicprosperitythroughimpactfulmarketingandresults-orientedinvestmentpartnerships.

!StrategicPriorities2014-2017:• EmbraceOrganizationalInnovationandEffectiveness• BuildaPowerfulBrandthatDrivesResults• DevelopandExecuteanEffectivePartnershipStrategy• BuildandDelivertheCaseforInvestment

!PUTONTARIOONTHEMAP

INCREASEVISITATIONANDSPENDPROVIDEPARTNERSHIPVALUE

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Tier 1: Brand Advertising + Travel Trade + Media Relations

Tier 2: CTC Partnerships + Travel Trade + Media Relations

Tier 3: Media Relations

MarketPriorities

NorthernOntario,NewYork,Pennsylvania,Michigan,Illinois,Wisconsin,Minnesota,Manitoba

VisitsandSpendTotal Visits 142 million

OSOther CanU.S.

Ont

Source: Statistics Canada, Travel Survey of the Residents of Canada 2012, International Travel Survey 2012; Ontario Ministry of Tourism , Culture and Sport, Ontario Tourism Outlook June 2014

2012

Forecast Visits 156 million

OSOther CanU.S.

Ont

2017f

Visitor Expenditures by Origin $22.3 billion

OS

Other Can

U.S. Ont

Forecast Visitor Expenditures by Origin

$30 billion

OS

Other Can

U.S.

Ont

VisitorExpenditures($millions)

China $1,256United Kingdom $660Japan $298 Germany $263Brazil $222South Korea $182Mexico $166France $152India $92Total $3,291

Brazil0.0673Mexico

0.0506India0.0279SouthKorea

0.0552

China0.3816

Japan0.0908

Germany0.0799

France0.0463

UnitedKingdom0.2005

OverseasVisitorExpenditures:2017f

Source: Statistics Canada, Travel Survey of the Residents of Canada 2012, International Travel Survey 2012; Ontario Ministry of Tourism , Culture and Sport, Ontario Tourism Outlook June 2014

OTMPCResponse-BudgetShiftsFrom2011:Throughchangesinfocusofgrantprograms(TIPPandTEMP)andMarketingprogramfocus,OTMPCbudgethasshiftedfromwithinOntarioandtoCanadato:• TheUSA-Up29%• InternationalMarkets–Up9%

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TheBrandStory

Surprising ContrastBrand Essence +

Organizing Idea:

2014-15ThemedCampaignTotalReach:4.95M

SUMMER - 36 PAGES!

2.5M!

FALL - 32 PAGES

1.1MHOLIDAY - 12 PANELS!

540KNORTHERN - 32 PAGES!

810K ON 336K (EN), 28K (FR) U.S. 800K

ON 500K (EN), 25K (FR)

ON 475K (EN), 9K (FR) U.S. 323.8K

ON 337.5K (EN), 24K (FR) U.S. 1.68M (EN), 100K (FR) QC 400K (FR)

AprilJune

JanuarySeptember November

CampaignThemes

2014-15

2015-16

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Redesignedconsumerwebsite

RedesignedConsumerWebsite:OntarioTravel.Net

!Since launch of web site on September 26

Visits up 15%, Leads to Industry up 2%

PARTNER LISTINGS!

1,700

LIVE CHAT, MONTHLY ENGAGEMENTS !

800 -1,000

EVENTS!

1,000

PACKAGES!

350

BuiltForOurIndustryStakeholders

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SpringOntarioTravel.NetUpdate

MobileAppComingthisSummer

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Contest

Suitcaseoptions(itineraries)arechosenfromontariotravel.net

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Community Growth Community Engagement (Number of Fans) (Number of Conversations)

270K

01-04-14195K

01-04-15 (287K Achieved)

GOAL

350K01-04-14

500KGOAL

SocialMedia

01-01-13

62K01-01-13

66K

274% 484%

01-04-15 (450K Achieved)

IndustryRelations–PartnershipOpportunities

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OntarioTravelInformationCentres(OTICs)

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• Placementofyourbrochures• EducateourTravelCounsellors• Advertising,ticketing,reservationsand

merchandisepartnership• TourismWeekRegionalLaunches• Broadcastprogramming–opportunity

topromoteevents,etc.• OTICConference

11CentresAcrossOntario

Programs TEMPandTIPP

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TEMPSupport(75%upto$20,000inOntarioand50%upto$150,000forOut-of-Province)

2014-15#ofeventssupported 142

2014-15Totalgrants$Ms $2.0

TIPPSupport(40%upto$200,000forout-of-province)

2014-15#ofcampaignssupported 11

2014-15Totalgrants$Ms $0.97

!!

OTMPC’smarketingandpartnershipprogramsarethebestwaytoextendyourmarketingandsalesreach,stretchyourmarketingdollars,andtogether,

takemarketsharefromotherdestinationcompetitors.

WebsiteListings

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FREEBusiness,EventandPackageListingsonOntarioTravel.NetHelp@:info@tourismpartners.com

DigitalandMedia

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ContactCentreBriefingsPhone,e-mail,LiveChatOne-on-onewithcontactcentrestaffaboutyourbusiness

!TripPlanningPromotionYourinformationonthesite/contactcentreaccessibletoconsumerstoplantheirtrip

!SocialMediaConnectwithusLetusknowyourprogramssowecanamplify!EventsandActivitiesReporting

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ThemedandSpecialCampaigns

Co-brandedandLoyaltyEmails

OTICandOnRouteAdvertising

RoadMap

LEDBoard

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Ontario’sCelebrationZoneJuly10–August16,2015

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TheOTMPCwillhostOntario’sCelebrationZoneatToronto’sHarbourfrontCentre,showcasingthebestofOntariothroughliveentertainment,interactiveexhibits,tourismpromotion,culinaryfeaturesandotherexperientialprogramming.Opportunitiestoparticipatehavebeenextendedtoadiverserangeofstakeholders,includingRTOs.

EpicisOnCampaign

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ADDITIONALINTEGRATEDMARKETINGTACTICS:• GOTrainWrap–4GOTraincarsontheLakeshoreEastandWestlineswrappedfor16weeks(March)

• SubwayTrainDomination–Anentire‘marketingdomination’ofaTTCsubwaytrainfor8weeks(April).

• AthleteTestimonials–15and30secondvideoswereproducedfeaturingathletes-ThevideosareairingonOTMPCsocialchannelssuchasInstagramVideo,FacebookandYouTube.

• FSI-printpiecedevelopedasavisitorguidetoencouragegamesattendeesandothervisitorstoexploretheregionshostingthegames,beyondtheeventvenues.ThecontentincludesaregionalcontentpageforeachparticipatingRTOthatfeaturesaregionaloverviewandrecommendationswhattoEat,See,ShopandDowith,supportingimages.Distributionof350,000English,20,000French.

TV:• 2commercials:InvadeandGetReady• InvadeairedSept-Feb

• Increasedticketsales,achievedover3.5millionYouTubeviewsandgeneratingover100millionimpressionsthroughoutOntarioandinkeyUSmarkets…andrecentlywonaBessie”ForBestInShow”.

• Theadcontinuestobeavailabledigitally,i.e.onYouTube,websites,etc.CTV,CBCandGlobal,Ethnic(OMNI)• GetReadyisscheduledtoairbetweenApril27thandtheendofJune.!

INVADEANDGETREADY TELEVISIONCOMMERCIALS

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INVADE

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GETREADY

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!

THANKYOU

!TrishaGrant

VicePresident,IndustryRelationsOntarioTourismMarketingPartnershipCorporation

4162120755Trisha.grant@ontario.ca

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