2013 DCBA Strategic Plan - Destination Cape Breton Association

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See Appendix F for the full Golf Cape Breton 2013 strategyMeetings and Conventions MarketCape Breton has overdue potential to capitalize on the “events” market. Events can be described asmeetings, conferences, trade shows and cultural and sports events. This market has key industrypartners present the Cape Breton Island brand in a more consistent and focused approach. The 2012goal was to bring partners together to start to gain an understanding of what the cape Breton potentialis as a host destination for the meetings and conventions market.It has been recognized that there needs to be a lead organization driving the events market for capeBreton and in particular within CBRM. DCBA moved forward in 2012 to establish a key group of M&Cstakeholders and who can support a dedicated staff person leading this initiative and effectively growingthis segment.Results for 2012:• 5 CBRM partners participated in Best Practices Mission• Mobilized a key stakeholder group from CBRM, Baddeck and Port Hawkesbury• Pat Lyall, CEO destination Halifax was brought in to present to the partners on where our region“is today” as a destination and in particular and “incentive destination”• The Events Cape Breton registration has been transferred to DCBA• Recruitment has begun for an Events Cape Breton Executive Director and will be lead andfinancially supported by ECBCIn 2013, DCBA will play a lead role in the advisory board that will be formed to work with a newExecutive Director for Events Cape Breton. It is anticipated that this individual will work closely withDCBA and the industry stakeholder group to develop a short and long term plan to attract events toCape Breton.Cruise SectorThe cruise industry is strong and growing. In fact, the cruise industry is the fastest growing category inthe leisure travel market. Since 1980, the industry has experienced an average annual passenger growthrate of 8% per year. An estimated 15 million travelers cruised in 2010, and the current cruise ship orderbook for CLIA member cruise lines includes 24 new builds in 2011 and 2012.New growth in the Niche Cruise sector (small-ship, luxury, and adventure / expedition cruising) presentsan emerging market with strong growth opportunity. The niche cruising market is forecasted to grow at18%-25% vs. 6%-8% for the larger vessels worldwide. The consumer demand for Niche Cruising is drivenby several factors. Two of the most significant factors include growing consumer interest in moreenriching, experiential travel and, with the growth of cruising in general, customers moving up frommainstream or premium lines into the niche sector as they seek higher service levels and newdestinations.As one of five main port partners, Sydney Ports has been actively engaged for years in bringing cruiseships to Sydney and Cape Breton.27
DCBA worked with Ambassatours / Grayline to assist them with developing a city tour program for CapeBreton Regional Municipality. Ambassatours/Grayline will be providing double-decker pink bus tours forthe 2013 season.Cruise results for 2012• Visitation up 28.2%• Sydney city tour product launched• With Sydney Ports Corporation being the lead, working on addressing and rectifying Issues fromcruise lines in 2012 with Parks and shore excursion providersThrough financial support from Nova Scotia Tourism and ECBC, Destination Cape Breton has supportedthe three small ports of Louisbourg, Baddeck and Cheticamp going through a small port readinessprogram. In 2013, DCBA will look to mobilize a small port cruise strategy through Tourism Atlantic todetermine what opportunities exist for small ports in Atlantic Canada.We will continue to support our cruise passengers through visitor servicing with the Golden K. Inaddition, we will work with the Sydney Ports Corporation as required and requested on an opportunityby opportunity basis.2.2.4 Marketing ChannelsWebsiteThe CBIsland.com website remains the hub of activity and call to action related to marketing CapeBreton Island. In 2012, our web statistics and information gathered from our Travel Intentions surveyshowed the following key points:• Average times visited the web site was 3.028
Page 3 and 4: Destination Cape Breton Association
Page 7 and 8: BackgroundIn January 2010, Destinat
Page 9 and 10: o Total of 7 experiential tourism a
Page 11 and 12: ooKelsey Peters, DCBATera Lee - Fra
Page 13 and 14: Donelda’s Puffin Boat ToursFigure
Page 15 and 16: 1.3. Go Forward - Ensuring After-Ca
Page 17 and 18: 5 of 11 operators (45%) would benef
Page 19 and 20: At the end of the process, the STEP
Page 21 and 22: 2.0 2013 Marketing Agenda2013 marks
Page 23 and 24: See Places of 2013” by National G
Page 25 and 26: leveraging their Market Portfolio A
Page 27: The marketing investment in Halifax
Page 31 and 32: Visual improvements to the quality
Page 33 and 34: island - in June from The Fortress
Page 35 and 36: FACEBOOK - WWW.FACEBOOK.COM/TOURISM
Page 37 and 38: • Community is 1,774 twitter user
Page 39 and 40: esults of Pinterest as a viable con
Page 41 and 42: 2013 Marketing PartnershipsIn early
Page 43 and 44: 3.0 Visitor ServicesCape Breton’s
Page 45 and 46: 3.1.1 Goals for 20121. Consultant t
Page 47 and 48: Increase the number of visitors to
Page 49 and 50: APPENDIX AProduct Development Commi
Page 51 and 52: 4. Rework your marketing budgets -
Page 53 and 54: 17. Fix the kiosks you put up four
Page 55 and 56: 10. Make it obvious when your busin
Page 57 and 58: APPENDIX DLouisbourg 300 Marketing
Page 59 and 60: I. OVERVIEWThe 300 th anniversary o
Page 61 and 62: III. TARGET AUDIENCEThe target audi
Page 63 and 64: situation. Authentic Experiencers w
Page 65 and 66: Television advertising will include
Page 67 and 68: Out of HomeTo complement the other
Page 69 and 70: A contest provides a way to not onl
Page 71 and 72: The microsite should also have a
Page 73 and 74: Apr-SepRadio20,000 Negotiate media
Page 75 and 76: Promotion of Experiences and Packag
Page 77 and 78: APPENDIX ECommunications and Sales
Page 79 and 80:
Business Community Member Engagemen
Page 81 and 82:
Product DevelopmentTo heighten the
Page 83 and 84:
NewslettersCreate and distribute re
Page 85 and 86:
APPENDIX GMarketing Committee Chang
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2013 DCBA Strategic Plan - Destination Cape Breton Association

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