2013 DCBA Strategic Plan - Destination Cape Breton Association

Visual improvements to the quality of images and look of templates for operator packages andexperiencesOverall visual upgrade to compliment the updated creative to be used for the 2013 campaign.An itinerary hub will be created to house sample itineraries to suit the visitor’s desired vacation.Sample itineraries will be created for various number of days planned to spend on the island, aswell as for vacation themes such as romantic getaway and island adventures.A “Locals know” section will also be added to showcase Local experience recommendations pertrailAdvertising Media Plan:Our Travel Intentions and Conversion study from 2012 provides the direction needed to help target our2013 investment to the mediums that provided the highest return in visitor recall. The table belowoutlines the recall from the main marketing channels used in 2012.% of Ad Spend Visitor Recall 2013 SpendNewsprint 32.7% 22% 24.4%Television 8.3% 52% 30%Radio 16% 5% 0%Online 23.1% 33% *23%Magazine/Specialty 23.8% 28% **15.7%Figure 86*The research results from our 2012 online campaign enable us to be very targeted with our 2013investment therefore reducing the overall spend and increasing the focus to the methods that drove thestrongest results**The research results from our 2012 magazine buy also show specifically what publications impactedour visitor recall; therefore we are investing in those specifically and opting out of the others whichreduces the investment necessary.Given this depth information, our approach to the spend in each of these channels will be directed asfollows:Magazines and Specialty PublicationsIn 2012, we will continue with a similar spend in magazines focusing on those with the highest % recall.Our magazine buy will include:Saltscapes Magazine – Our continued partnership with Saltscapes will provide a two-pagespread including editorial, images and call to action. For 2013, the focus will change from“Take a Hike” to “Take a Drive” and showcase the phenomenal trails for which the island isfamous, as well as experiences along the way.Nova Scotia Motorcycle Guide – two page spread including advertising and description of theisland’s trails30