Consumer Marketing Plan 2013 - ChinaDerek Galpin, Managing Director - China

2013 Marketing Plan and Partner Opportunities

BRIEF SWOT ANALYSIS 2013 Strengths

Strong economy despite 2013 Q1 faltering should be around 8% for the year. Increase in peak summer air capacity from 57 flights to 75 flights a week Strong growth in independent travel market opening up new opportunities for

Canadian partners Consumer desire to travel remains at a high level Strong growth in the long haul Incentive travel market Additional visa officers approved to cover increased demand - 10 new officers for

Beijing and 6 for Shanghai and may increase following Federal budget announcement

The main overseas market with potential of 25% to 30% growth in 2013 and beyond With the exception of the USA, China has more gateway cities than any other CTC

core market.

 

BRIEF SWOT ANALYSIS 2013

Weakness Lack of resources and funding compared to key long haul

competitor destinations Lack of RTOs specializing in FIT itineraries currently investing

in the China market Lack of individual tax refund program Lack of qualified Chinese speaking tour guides in some

Canadian cities and regions

BRIEF SWOT ANALYSIS 2013Opportunities

Creation of SEC allows effective target marketing of the affluent middle class traveler segment.

Strong demand for Canada presents opportunities for air carriers to consider additional Canadian gateways.

The expansion and widespread use of social media channels in China creates significant advocacy and innovative promotional opportunities and when used creatively is a powerful marketing tool

CTC partnering with new provinces and territories now entering the market will provide greater awareness of more diverse experiences and a variety of new destinations.

Possibility of reinvesting in Taiwan with direct air services of 14 flights a week into Canada

BRIEF SWOT ANALYSIS 2013Threats

Political instability in the region An extension of solo marketing activities could dilute the

effectiveness of the Canada brand Continued increase in spending and investment by our long haul

competitor destinations such as Australia, USA . Demand for visas linked to air capacity growth could overwhelm

Canadian Embassy visa section despite new investment in resources

2013 TACTICAL CONSUMER & TRADE COOP COMBINED CAMPAIGN – SPRING/SUMMER

Commencing mid April

A combined direct to consumer and trade coop tactical campaign utilizing CTC branded creative to accelerate consumers through the path to purchase with focus on SEC in conjunction with selected key accounts and in partnership with key provinces

Spend CTC CAD 1 million Partners CAD $200K

Media Channels – Digital, SEM, Radio, Print, Social Media

Online Banner

2013 TACTICAL CONSUMER & TRADE COOP COMBINED CAMPAIGN – SPRING/SUMMER

2013 TACTICAL CONSUMER & TRADE COOP – SPRING/SUMMER

Online Banner

Print Creative

2013 TACTICAL CONSUMER & TRADE COOP – SPRING/SUMMER

Print Creative

2013 TACTICAL CONSUMER & TRADE COOP COMBINED CAMPAIGN – SPRING/SUMMER

All CTC advertising creative including agent coop will utilize CTC branded Ads.

CTC is in discussions with key travel agents in China to buy into CTC advertising and inclusion as the call to action in the Canada, You can be a Star campaign 2013. Preference will be given to those agents offering quality FIT itineraries.

FIT agents willing to partner with CTC in the above programs will be included in the new Canada Interest Scheme visa process in conjunction with the Canadian Embassy which will provide improved service and turn round times for FIT Visa Applications.

2013 TACTICAL CONSUMER & TRADE COOP COMBINED CAMPAIGN – SPRING/SUMMER

TACTICAL CONSUMER & TRADE COOP 2013/2014 WINTER CAMPAIGN - Launch Ski Canada !

Commencing November 2013 A combined direct to consumer and trade coop tactical campaign utilizing CTC branded

creative to create consumer awareness of Canada as a premium ski and snowboarding destination with fun in the snow activities as secondary messaging. The campaign will be in cooperation with selected key travel agents and provincial partners.

The CTC have negotiated a Co op marketing initiative with NanShan, a leading Beijing Ski Resort.

Spend CTC CAD $900K Partners CAD$100K

Media Channels – Digital, SEM, Radio, Print, Social Media and five TV programs filmed in Alberta for Canada, You can be a Star.

LAUNCH SKI CANADA

LAUNCH SKI CANADA

Season II of Canada, You Can be a Star will continue to target the growing

high value independent traveller segment and will be our principle core

consumer activity in 2013. The focus will be on creating awareness and

interest in Provinces, Territories and regions new to the China market

including unique SEC experiences likely to attract independent travellers.

Timing - Launched April 17 2013 and runs through January 2014

We will be maintaining the strong social media elements of the promotion

and the weekly broadcast on the Travel Channel will be at the same time as 2012 – Thursday 8:30 pm. In addition, we will significantly enhance

distribution and add value to the campaign.

CANADA, YOU CAN BE A STAR – SEQUEL 2013

In addition to the Travel Channel film crew we will be adding a leading travel blogger and a journalist from Traveler – a popular bi weekly magazine.

We will be adding additional online distribution channels and the TV

programs will be available to view not only on Youku, but also PPTV

and Iqiyi.

Sina.com, the leading online portal will be a main partner in 2013 and

will be producing a Canada Minisite to cover the Canada, You can be a

Star campaign.

Production of daily 3 to 5 minute video clips during each trip and

edited by the Travel Channel to be viewed on Keepexploring.cn, CTC

and partner’s Weibo pages plus Sina.com

CANADA, YOU CAN BE A STAR – SEQUEL 2013

A call to action to specific Chinese travel agents will be included in the TV programs and Traveler

We will be featuring alternative accommodation and

transport options including – B&Bs, self catering lodges, high end

resorts, camping, wilderness resorts, canoe safaris, cruising, self

drive, VIA Rail and recreational vehicles (RVs).

The Canada, You can be a Star program broadcast on Travel Channel will also be shown on Kylin TV - a Canadian Chinese cable TV station. media channels.

CTC is allocating up to CAD1.7 million to this campaign with anticipated AD/PR value in excess of CAD 35 million.

CANADA, YOU CAN BE A STAR – SEQUEL 2013

Provisional outline itineraries and dates subject to discussion with partners

June 22-July 6 Yukon/NWT

July 14-28 BC West coast lodges and BC interior regions -Thompson Okanagan and Kootenay Rockies

Aug 6-16 Nunavut Inside the Northwest Passage - Winning 2012 Couple

August 26-Sep 9 Atlantic Provinces

Oct 7-21 Ontario / Quebec interior

Dec 9-19 Alberta winter ski/heli ski and snowboarding - experienced skiers/snowboarders

CANADA, YOU CAN BE A STAR – SEQUEL 2013

CANADA, YOU CAN BE A STAR – SEQUEL 2013

Partner Advertising Opportunities

The Travel Channel – 29 programs from July 2013 to January 2014

Anticipated viewers 1.7 million per program

3x15 second commercials in each program

CAD 2,000 per 15sec spot – value CAD 7,200/spot

272x15 second commercials outside the program 20:30 -21:00pm everyday

CAD 2,000 per 15sec spot – value CAD 7,200/spot

Above rates include 2x5sec bonus spots in each program

– Value CAD 2,100/spot

CANADA, YOU CAN BE A STAR – SEQUEL 2013

The Traveler – Bi Weekly Magazine circulation 880,000

Full page color Ad 36cmx26cm CAD 8,000 – Value CAD $22K

Half page color Ad 17cmx25cm CAD 4,000 – Value CAD $17K

Other opportunities – Costs TBA

Sina.com – promotional videos and images on minisite viewers – millions!

CTC Weibo homepage – images & promo videos – 250,000 followers

10 or 15sec Ads before the daily 3mins video clips on Sina.com, Weibo

and Canada, You can be a Star campaign site – Viewers – millions!

Trade Shows & Events

TRADE SHOWS & EVENTSInternational Luxury Travel Market - ILTM ILTM Asia brings together the world’s most sought after collection of luxury experiences for the most discerning Asia Pacific luxury travel trade buyers, for 4 days of unrivalled business opportunities. June 3 – 06, 2013 Shanghai

Participating: CTC – Destination BC – Travel Alberta – OTMP – Sparkling Hill Resort – Tourism Whistler VIP Mountain Holidays – Tourism Vancouver – Discover Holidays Canada – VIA Rail – Tourism Jasper – Hyatt Regency Calgary – Tourism Toronto – Ritz Carlton, Toronto/Montreal

TRADE SHOWS & EVENTSBeijing International Tourism Expo - BITEHigh quality trade & consumer event

Attractive to quality Chinese agents

and our competitor destinations

CTC’s and partners first time participation

June 21 – 23, 2013 Beijing

Participating:

CTC – Destination BC –

Travel Alberta – OTMP –

Tourisme Quebec – Across Travel –

Tour East – Canadian Niagara Hotels

TRADE SHOWS & EVENTS

Showcase Canada Asia October 14 – 18, 2013 Hangzhou, China

Sheraton Hangzhou Wetland Park Resort

CAD $160 incl. tax, service and breakfast

Costs: CAD $3K per organization including 2 delegates

Additional delegates CAD 1,500

Sponsoring Partners CAD $15K

Anticipated seller organizations – 100+

Anticipated buyers: China 80 - India 40 - Japan 25 - Korea 25

Full program of trade and media workshops, training, sales calls, MICE agents and corporate client receptions plus extensive promotional social media activities throughout the year is also planned.