Canadian Benchmarking2012 |2013 Reporting

UPDATEJanuary 30, 2013

Alicia Whalen: Co-founder, A Couple of Chicks™ Digital Tourism Marketing & Online Revealed

Canadian Program Director, Destination Benchmarking for DMO’s

In our efforts to create an International Destination Marketing Benchmarking program comparing the online success of DMO’s in

Canada, New Zealand, Australia and the USA, we are excited to announce the commitment of 23 Canadian DMO’s in the 2012/2013

sample, and the release of the first of three annual reports to be available in early February.

With a strong sample size of 23 Canadian Destination Marketing Organizations, we have divided the sample into 3 separate Tier

levels based on; geographic size, reach, and overall budget. We have taken care to group the Tiers appropriately to ensure valuable

comparison data for our partners. Reporting success metrics, as reviewed in the December conference call and program update

include: geographic traffic source analysis, consumer engagement metrics and social media metrics - with additional search data

provided by Google Canada, and comparable performance metrics from the Canadian Tourism Commission’s (CTC) consumer site .

In order to ensure that our sample size was strong, reflective of DMO’s large and small, and representing regions from across the

country, we were delayed in starting the first in the series, a 2011/2012 comparison report. We are now completing the research

and will be making the first reports available in early February. Thank you to our legacy partners who have helped us fund this

research, and we look forward to providing you with strong metrics and insights into the successes and challenges facing our

industry through the next 12 months.

Program Update:

With a total of 23 participating DMO’s included in the reporting sample for 2012/13, we were able to provide additional metrics (based on feedback from the industry) to include benchmarking between DMO’s of similar size, reach and budget.

Participating Canadian DMO’s

Program Overview

We will continue to move the program forward this year by offering:

• 3 DMO specific reports, with analysis and recommendations

• 3 Aggregated Reports summarizing results from all participating

destinations

• Social Media Reporting

• Google Search Data Overlay

• Webinars to present key findings and action steps

• Special half day review of the study will be presented at the Online

Revealed Canada Conference (April 2-4, 2013 in Windsor Ontario – more

information at www.onlinerevealed.com)

Critical Insights to include:• Domestic vs. Intl. Traffic• Country by country trends• Sources of traffic• Mobile growth• Engagement comparisons• Social Media Benchmarking• Comparative CTC data• Google Insight

Example: 2011/2012 Reporting

Metrics Including DMO Tier Breakdown:

Aggregated Metrics Including:

Social Media Reporting:Faceb

in association with

Social Media Reporting

Social Media Reporting

In Association with:

Calculating engagement rates

The Our Engagement Rate assesses engagement

(likes, comments and shares) in proportion to a

page’s number of fans and number of posts.

(Likes) + (Comments x 2) + (Shares x 3)_____________________________________

Number of Posts / Number of Fans

Canadian DMOs

Fans and engagement rate mapping plots both factors to compare competitor performance.

More Fans

More Engagement

Additional Data: Google Insights

Thank youOn behalf of the teams at both A Couple of Chicks™ and Miles™ Partnership, who have worked to get this program off the ground since the pilot

program launched at Online Revealed 2012, thank you for your participation and support in helping us to develop an industry standard in

benchmarking the success of Destination Marketing Organizations both in Canada, and Internationally.

We look forward to to delivering the full 2011/2012 comparison reports to the legacy partner participants in early February 2013. Analytics-only

participants will receive a snapshot report for their DMO following the release of the paid program participants.

A special keynote general session will be presented at the April Online Revealed Canada Conference | www.onlinerevealed.com - with a review of key

findings reviewed by a panel of industry experts including: Chris Adams; Miles Partnership, Paul Nursery; Canadian Tourism Commission, and David

Pavelko; Head of Travel, Google. I will moderate this exciting session, and we will also be offering a workshop dedicated to implimenting key

findings at the conference. We look forward to seeing you at Online Revealed in April, and hearing feedback from the first reports that will be

available in February. Thank you once again for your support!

Alicia Whalen p. 905.401.2249 e. awhalen@acoupleofchicks.com