Ontario Tourism Marketing Partnership Corporation (OTMPC) · Ontario Tourism Marketing Partnership...
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Ontario Tourism Marketing Partnership Corporation (OTMPC) Attractions Ontario AGM April, 2015 Trisha Grant
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Transcript of Ontario Tourism Marketing Partnership Corporation (OTMPC) · Ontario Tourism Marketing Partnership...
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.
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
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