2013 DCBA Strategic Plan - Destination Cape Breton Association

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Destination Cape Breton Association Strategy Plan 2013Figure 1 – Online Package and Experience Participants ............................................................................. 12Figure 2 – Maritime Occupancy and Spend Comparison ............................................................................ 20Figure 3 – Online Campaign Performance .................................................................................................. 21Figure 4 – Media Spend / Recall ................................................................................................................. 21Figure 5 – Occupancy Trending ................................................................................................................... 22Figure 6 – Web Visitor Geographic ............................................................................................................. 25Figure 7 – Reasons for web visits ................................................................................................................ 29Figure 8 – Advertising Media Plan .............................................................................................................. 30Figure 9 – Facebook Ranking ...................................................................................................................... 35Figure 10 – Geographic Locations for Twitter Followers ............................................................................ 36Figure 11 – Travel Intentions Survey .......................................................................................................... 41Figure 12 – Geographic Location of Visitors to Information Centres ......................................................... 42Figure 13 - Number of Visitors per VIC ....................................................................................................... 44A Clear Focusiii
Page 3: Destination Cape Breton Association
Page 8 and 9: Using the above travel motivators a
Page 10 and 11: • Cape Breton Miner`s Museum• L
Page 12 and 13: Bell Bay Golf ClubHighlands LinksAm
Page 14 and 15: sustainable tourism destinations an
Page 16 and 17: The following tools will be used ag
Page 18 and 19: In 2013, DCBA’s objective is to i
Page 20 and 21: vii. Support working groups in the
Page 22 and 23: Campaign Active Dates # Clicks Dura
Page 24 and 25: strongest for us in 2012 according
Page 26 and 27: oAll visitor interactions will be d
Page 28 and 29: See Appendix F for the full Golf Ca
Page 30 and 31: • 44% of these visitors arrived a
Page 32 and 33: Doers and Dreamers - In partnership
Page 34 and 35: Halifax Kiosk Goals for 2013Goals f
Page 36 and 37: Shares 0.14% 0.38% +174%Storyteller
Page 38 and 39: the online space.• To ensure when
Page 40 and 41: experiences. With Louisbourg 300 be
Page 42 and 43: Figure 11 - Travel Intentions Surve
Page 44 and 45: In an effort to increase awareness
Page 46 and 47: ooProvincial and Regional Travel Gu
Page 48 and 49: Hold Monday Morning Information ses
Page 50 and 51: APPENDIX BRoger Brooks Recommendati
Page 52 and 53: 8. Evoke emotion in your marketing
Page 54 and 55:
27. Add a wayfinding sign at the no
Page 56 and 57:
APPENDIX CCanadian Signature Experi
Page 58 and 59:
TABLE OF CONTENTSPageI. Overview 2I
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II. GOALS AND OBJECTIVESFor the Lou
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culture as well. They often attempt
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the female plays a key role in trav
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a regular, consistent presence thro
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Search Engine Optimization (SEO) is
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should be used as the main social m
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V. ACTION PLANThis Action Plan outl
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Consumer Shows20,000 Confirm Saltsc
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VI. BUDGETItemTotalTelevision $185,
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To increase VIC staff product knowl
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APPENDIX FGolf Cape Breton Strategy
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Media and Pro Fam ToursDuring the 2
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Provide in-kind support of the even
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Act as ambassadors and positive for
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2013 DCBA Strategic Plan - Destination Cape Breton Association

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