2013 DCBA Strategic Plan - Destination Cape Breton Association

I. OVERVIEWThe 300 th anniversary of the founding of Louisbourg is a major milestone in the history of CapeBreton Island and a reason to celebrate with a major event that Parks Canada has identified astheir main national event for the year – Louisbourg 300. From April to December in 2013, avariety of events and experiences will be held as part of this signature event. It represents awonderful opportunity to showcase this national historic site, renew its position as a majortourism icon and increase visitation for Cape Breton Island.In its key role of marketing the celebration, Destination Cape Breton Association (DCBA) hascontracted Terry Smith of ICON as project manager to oversee media purchasing, promotionalactivities and relationships with stakeholders as pertaining to the promotional initiatives. Thestakeholders include Parks Canada - Cape Breton Field Unit, Fortress of Louisbourg Association,Destination Cape Breton, and the Nova Scotia Tourism Agency.The advertising and promotional plan for Louisbourg 300 has been developed followingconsultations with the key stakeholders. The discussions revealed what has been planned froman advertising and promotional perspective, what has been committed, and how variouscomponents of the campaign may be complementary. Subsequent contacts and meetings wereheld with key media outlets, including television, newspaper, radio, outdoor and specialtypublications. In addition to these consultations and discussions, a review of backgroundinformation was undertaken, including marketing strategies, market research, etc.The information gleaned in this consultation and research review has led to the creation of thisadvertising and promotional plan. The plan includes:Goals and objectivesThe target audienceStrategic directionRecommended channels and tacticsAction planA proposed budgetThe plan is designed to be a living document that has some flexibility. For example, if resultsshow that a particular media channel is not producing results, the plan may be adjusted to placegreater emphasis on the channels that are working. As well, the plan allows for specific mediaoutlets to provide proposals that, after close examination, may be deemed to be highly effectivefor achieving the goals of the campaign and warrant adjustments to the specific channels beingemployed. However, despite allowances for changes within specific media outlets, the overallstrategic direction of the plan will be maintained.58