strategic plan 2013-2015 - Tourism Calgary

marketing
Overview
The goal of the marketing strategy is to position
Calgary as the leading destination for our regional
markets and as a hub for exceptional Calgary
and Alberta experiences to our national and
international markets. The marketing strategy
is a fully integrated plan connecting consumer
advertising, social and digital media, promotions,
public and media relations, and travel trade
development to our local and global target
markets. Our marketing strategy has been
developed in collaboration with the industry and
in alignment with key stakeholders including Travel
Alberta, Canadian Tourism Commission, Calgary
Hotel Association and others.
To meet the overarching marketing goal and
achieve Tourism Calgary’s mission, the marketing
strategy is aiming to deliver on four strategic
priorities.
1. Expand the refreshed Calgary brand as the
vehicle to educate target audiences about
Calgary as a surprising tourist destination.
2. Enhance customer relevancy by marketing
experiences vs. products to align with our
target’s path to purchase process.
3. Drive weekend visitation and hotel stays
with the leisure market while maintaining a
necessary presence with key partners to grow
blended travel (business and leisure).
4. Maximize return on investment by
leveraging research insight and allocating
investment to fewer markets for greater
impact. (Regional: Edmonton, Regina,
Saskatoon. Long-haul national: Vancouver,
Toronto. International: United States, United
Kingdom, China).
Tourism Calgary is an organization that is research
based, market driven and industry led. These
principles are evident throughout our marketing
strategy. Research informs us of the trends and
economics impacting the traveller as well as the
demographics and psychographics influencing
their motivations. Understanding our markets
means knowing where our visitors are coming
from (e.g. short-haul, long-haul; Edmonton,
California, Beijing, London), why they are coming
(e.g. leisure; visiting friends and relatives; business;
meetings, conventions and incentive travel), who
is coming (psychographic and demographic), what
motivates them (e.g. touring, shopping, events and
festivals, Western culture) and how they are getting
here (e.g. rubber tire, air, rail).
Calgary is everything we love about the West.
It’s young, exuberant, uninhibited, vibrant and
energetic. This is what today’s travellers are
seeking – a destination offering experiences that
surprise, are differentiating, authentic and ever
changing – like our burgeoning dining scene, our
avant-garde arts and cultural experiences and our
breathtaking touring routes. No matter who you
are, or what you like to do, Calgary will surprise you.
Inspire you. Welcome you. And invite you to be
part of the energy.
We strongly believe our marketing strategy reflects
the pride we have in our city and the respect we
have for our tourism assets. We know that our
marketing efforts must be innovative and creative
in order to stand out in a crowded and competitive
marketplace. We also know that our imagery and
messages must create a movie in the travellers’
minds about what could be and then inspire
them to buy. Today we are conversing with our
customers continuously through social media –
we know the importance of this powerful medium,
and we are telling our story interactively. Finally,
we know that our marketing tactics must convey
a united and consistent brand promise that is
authentic, believable and achievable.
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