2013 DCBA Strategic Plan - Destination Cape Breton Association

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the female plays a key role in travel planning. Research compiled by Nova Scotia Tourism suggests thatwomen account for 65% to 85% of travel decisions.From a geographic standpoint, the Louisbourg 300 campaign will concentrate on the Maritime Provincesmarket, with an emphasis on the population centres of Halifax, Moncton, Fredericton, Saint John andCharlottetown, along with some smaller centres (New Glasgow, Truro, Summerside, Amherst). Thecampaign will also target the local Cape Breton Island market.Given the significance of Louisbourg to the French speaking Canadians, the campaign should target thisaudience as a particular segment.In addition to this focus, both the Nova Scotia Tourism Agency and Parks Canada nationally are targetingother markets in central Canada, primarily Montreal, Toronto and Ottawa.IV. STRATEGY AND TACTICSTo effectively drive demand, the marketing strategy is structured around a marketing funnel,which brings the target audience through the process of Lure – Sample – Buy. First, awarenessmust be generated that will pique the market’s interest and lure them to want to know more.Then, the awareness must be translated into interest by Sampling the experience they could beoffered. Finally, the interest must convert them to Buy the experience. Following this process,steps should be implemented to track and measure the effectiveness of the campaign.The Marketing Plan provides recommended tactics for each step of the funnel in an effort tooptimize the overall return on investment for the Louisbourg 300 campaign.LureThe objective of the lure component is to lure members of the target market to a point wherethey may sample the experience. For Louisbourg 300, the following tactics are recommended.Traditional AdvertisingPaid advertising will be, by far, the largest investment of the campaign, as it has tremendouspotential to reach a large population of the target audience. This will include the followingchannels:Television63
Television advertising will include advertising regionally on two networks:CTV (English)Radio-Canada (French)CTV is the media channel that can reach the most members of the target audience in theregion. It includes the main CTV station and CTV Two. A concentration of the CTVpackage will be on its regional news programs, Live at 5 and the Evening News, as theyare the most watched programs in the region. As well, the package includes an on-airbroadcast of Live at 5 and the Evening News in Louisbourg.Radio-Canada is selected based on its ability to reach the Francophone portion of thetarget audience. Although it has a number of stations, we are recommending a focus ontheir main network. A concentration shall also be placed on their regional news program,Téléjournal Acadie.Television will be utilized to generate awareness immediately following the initialLouisbourg 300 launch and will run in heavy rotation until the end of June. It will follow alesser, maintenance schedule during July and August. The content of the televisioncommercials will be more general in nature, promoting the overall celebration.NewspaperNewspaper advertising will include the following papers:Cape Breton PostChronicle-HeraldBrunswick News – Telegraph Journal (NB provincial paper), Times & Transcript(Moncton), Daily Gleaner (Fredericton), and L’Etoile (NB provincial Frenchpublication)Transcontinental papers – New Glasgow Evening News, Truro Daily News,Charlottetown Guardian, Summerside Journal Pioneer, Amherst Daily NewsCape Breton weeklies – Inverness Oran, Port Hawkesbury Report, VictoriaStandardFrancophone papers – Le Courrier de la Nouvelle Écosse (New Brunswick) andAcadie Nouvelle (New Brunswick)Newspaper will follow behind the television campaign, beginning in May and runninguntil September. It will begin with larger ads in May and June to capture attention andgenerate interest that focus on the overall celebrations. The rest of the ad run will include64
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Destination Cape Breton Association
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BackgroundIn January 2010, Destinat
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o Total of 7 experiential tourism a
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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 and 34: island - in June from The Fortress
Page 35 and 36: FACEBOOK - WWW.FACEBOOK.COM/TOURISM
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: situation. Authentic Experiencers w
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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