2013 DCBA Strategic Plan - Destination Cape Breton Association

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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
FACEBOOK - WWW.FACEBOOK.COM/TOURISMCBAs the most flexible channel outside of the website for sharing content and engaging potential visitors,Cape Breton Island’s Facebook reach has grown significantly in 2012. Using Edgerank checker tobenchmark Cape Breton Island’s Facebook efforts against the Travel / Leisure industry in North America,the following above industry average results are shownIndustry Average Cape Breton Island DifferenceEdgerank Score 14 22 +61%Likes per fan 0.70% 1.21% +72%engagement per Fan 2.09% 2.29% +10%Comments 0.10% 0.05% -53%Reach 25.92% 40.82% +57%Clicks 0.17% 0.79% +349%34
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 and 28: The marketing investment in Halifax
Page 29 and 30: DCBA worked with Ambassatours / Gra
Page 31 and 32: Visual improvements to the quality
Page 33: island - in June from The Fortress
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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