2013 DCBA Strategic Plan - Destination Cape Breton Association

Halifax Kiosk Goals for 2013Goals for the kiosk for the upcoming season include:• Increase opportunities for industry partners to leverage the kiosk as a marketing tool for theirbusiness. Some opportunities will include:o Visual displays on the building itself featuring partner experiences i.e. Celtic Colourso Display of content on the video screenso Brochure distributiono QR codes leading visitors to partner websiteso In person entertainment or engagement representing the partner’s offered experience• Stronger tracking of results from kiosk consultation through Halifax Kiosk specific visitor surveys• More detailed tracking of how visitors were driven to the kiosk• Converting more kiosk visitors to CBI visitors through the consultative sales approach outlined inthe section above titled “Methods to Achieving Goals”Cape Breton Bus WrapsCape Breton Island will continue to promote our destination using buses from the Ambassatours fleet.For 2013 the designs on the busses will be renewed to reflect our new creative imagery and messaging,and also to promote our cultural and artisan experiences along with the scenic beauty of the island.There will be three busses this year. The forth represented Golf Cape Breton and will not be renewed for2013.These 56 passenger buses will travel throughout the Maritimes, Newfoundland, Quebec, New Englandand New York.The vehicles will be involved with cruise passengers in Halifax throughout the May to October seasonand will be transporting school groups and public groups in the winter throughout Nova Scotia. Thesevehicles have a huge canvass to advertise on and capture attention. When not in use the buses would beparked facing the traffic at the Bayne street location where our Halifax traffic can be reminded of CapeBreton Island. This opportunity results in being both a moving and stationary billboard for Cape BretonIsland.Bus Wrap Goals for 2013 Enhance the awareness of Cape Breton Island as a travel destination Promote our unique and purchasable experiences that help to extend length of stay and visitorspend More strongly promote the website as the call to actionSocial Media Plan:The Social Media work plans will continue to be managed through a contract partnership for 2013 andare outlined below through the following social networking channels:33