2013 DCBA Strategic Plan - Destination Cape Breton Association

experiences. With Louisbourg 300 being one of the focal points of Cape Breton experiential tourism in2013 DCBA will be leveraging the Saltscapes Expo as a lead-in to this event. We will be creating aninteractive consumer experience that will attract all ages with 18th century animators, productdemonstrations and key visual pieces that will put visitors to the show in the Louisbourg experience.In 2013 DBCA will participate in the following Consumer shows:o Ottawa Outdoor Travel & Vacation Show, Ottawa, Ontarioo Quebec RV Show in Quebec City (Promoting Cape Breton Island by supporting theAcadian product)o New York Times Travel Show, New York, NYo Rendez-vous Canada, Ottawa, Ontarioo Saltscapes East Coast Expo, Halifax, NSPartnerships:Nova Scotia Tourism AgencyAs a Destination Marketing Organization (DMO) working to bring us to a leadership position in theMaritime Provinces, it is imperative that we work closely with our Partners at the Provincial level topromote Cape Breton Island. Through relationship building and supporting in provincial programs, wewill work to better be able to showcase Cape Breton’s Core Experiences through the Provincialmarketing efforts. This is being done through working with provincial partners on the following tasks:Supply photos and information for the Doers’ & Dreamers’ Guide that match our coreexperiences;Regular meetings with the novascotia.com website manager to evaluate & review campaignsand measure the level of on-line conversation about Cape Breton Island;Partnering with provincial plans to attend consumer shows outside of our Primary markets;Continued focus on cross promoting Nova Scotia and Cape Breton through sharing and linking ofSocial Media efforts; andWork in partnership on media visits and familiarization toursWorking in partnership to promote the Louisbourg 300 celebration. NSTA is managing acampaign focused in the Quebec market and DCBA is managing a regional campaign, incollaboration and with the common goal of leveraging LB300 to increasing visitation to TheFortress, the Province, and Cape Breton IslandCanadian Tourism CommissionIn addition to leveraging marketing opportunities with the CTC through programs such as SignatureExperiences, for 2013 DCBA will also look to work with the CTC in a learning capacity seeking to adaptfurther best practices including following their committee structure in the planned changes to ourmarketing committee and learning/following their research methodologies. As a recognized leader intravel marketing, we will look to adapt as many approaches as possible in 2013. See Appendix G toreview the structure changes for the Marketing Committee.39