Signature Experiences Collection™Growing Momentum a Year Out of the Gates

Presented by Ernst Flach, Lesley Anderson, and Maureen Riley

What we’ll cover

• The present:

– SEC activation: The CTC’s Global platform

– Market focus: Japan

• The future

– The vision of SEC

Where We’ve Come From

(The “Why?” behind the SEC)

Ranking of the Most Reputable Countries in the World Country RepTrak™ 2011 External G8 Scores

9

NO. 15PLACE VISITED

Path to Purchase 2009

100%

83%

44%

1%2%5%

20%

Step 1:Aware

Step 2:Dream

Step 3:Consider

Step 4:Movie

Step 5:Itinerary

Step 6:Arrange

Step 7:Purchase

Lon

g H

au

l P

lea

sure

Tra

vell

ers

(%

)

Core Mkts

Travellers aren’t sure what they would do here….

….because they don’t know what Canada has to offer.

TO

CONVERSION

WE NEED TO MOVE TRAVELLERS

FROM

AWARENESS

add images from SEs

Signature Experiences Collection

A commonly used inventory of

brand-aligned experiences that

convey the brand promise at all

touch points.

What is a Signature Experience?

Deliver on the brand promise

INSERT PHOTO OF WICK

Sell an experience

Meet the motivations of targeted EQ travellers

Meet international demand

Inniskillin

Practice a high standard of marketing

The Benefits

• Industry

– More international demand for Canadian experiences

• Experience Supplier

– Better odds that their experience will be marketed

internationally

• Trade

– Help them sell more Canada product

163 Collection members

How does CTC use the SEC?

FOUR KEY STAGES

ADVOCACY

LEVERAGING OUR BEST INFLUENCERS THROUGH ACTIVATING MEDIA RELATIONS

Content Distribution across Multiple Channels

BroadcastSocial MediaBloggersPersonalitiesTravel Media

MEDIA RELATIONS

Playing with Social Media

In-market campaign executions - UK

BBC History Magazine &

Microsite – March 2012

Media Story Ideas

CONSIDERATIONCONSIDERATION

LEVERAGE ““““BEACON”””” SEC EXPERIENCES TO ““““HOOK”””” PEOPLE

BROADCAST – CN TOWER “EDGE WALK”

BROADCAST – NAHANNI RIVER

CREATING A VACATION MOVIE

KEEPEXPLORING.CA PRESENTS TRAVELLER JOURNEYS

PURCHASE

Indirect Marketing (travel trade)

� Trade & RTO launches

� Trade media features

� Co-op marketing with early trade adopters

� Incentives

� Familiarization trips

100-day countdown to the centenary of the Calgary Stampede

SEC Launch in the UK - March 29th

SEC Launch in Tokyo - January 25th

SEC Launch in Seoul - March 23rd

SEC Trade Website

Flat Sheets

� Downloadable photo(s)

of the experience

� Copy describing the

experience

� Contact details for how

to get in touch with

member

Canada Travel Info Brochure

� Print brochure - Japan & South Korea

� Showcases Canada to front line staff

� Distribution to Canadian receptives

� Highlights SEC Experiences per province

SEC Trade Website –www.canada.travel/trade

Luxury Travel Magazine – Destination Series

• 25,000 circulated in

Australia

• Features 104 Signature

Experiences

Winter BroadcastProject

Travel Trade Promotion - UK

Case Studies

In-Market Activation SuccessJapan

canada.jp/sec

SEC in Japan

• incorporated into trade and media activities

• included in all tour operator brochures

• infused into social media activities

trade

media

SEC

Brutus Magazine � Beck’s Kennels

Brutus Magazine � Beck’s Kennels

ism - Tour Operator Partnership

www.signature-experience.jp/

Going Forward

The SEC Development Process

What We’ve Learned• Product and activity focus vs. experience

• Opportunity for better storytelling

• Product gaps exist

• Content and assets are critical

• Purchasability is key to market penetration

Focus for 2012

• Apply learning to program evaluation &

evolution

• Activate current members to create value

• Grow available content & accessibility

• Support in-market sales needs

• Intake Nov/Dec

What do we need from you?

For this program to be a success, we all need to bealigned behind the Canada. Keep Exploring brand.

• Encourage and help suppliers to meet the SEC criteria;

• Think about the needs of international travellers;

• Remember that experience development requiresboth marketing AND product development.

That means…..

ALIGNMENTProduct

DevelopmentMarketing

Beyond 2012

• Support market integration

• Facilitate new market access for members

• Build tools that support meeting the criteria

• Share knowledge & build community

• Encourage product development that aligns with

marketing needs

• Continuously evaluate & evolve

Thank Youwww.canada.travel/RVC