2013 DCBA Strategic Plan - Destination Cape Breton Association

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a regular, consistent presence throughout the season. These subsequent ads willcontain a mix of general content and specific event promotion.A sponsorship package is being negotiated with the Cape Breton Post and itsTranscontinental sister papers, which should leverage the buy in those papers to closeto double the actual buy.Speciality PublicationsAdvertising in specialty publications will include the following:Travel Guide to CanadaNova Scotia Motorcycle GuideHalifax Visitor GuideTravel Cape BretonSaltscapes’ Summerscapes publicationMost of these publications have already been booked. They reach the target audiencethat has a specific interest in Cape Breton and/or Nova Scotia as a travel destination.Newspaper will follow behind the television campaign, beginning in May and runninguntil September. The content of these ads will be general to promote the overallcelebrations.RadioRadio advertising will be focused on the local Cape Breton market, as well as visitorswho are already on the Island. It will include the following stations:Newcap (The Giant, The Eagle)Cape Breton Radio (Max 98, The Cape, CJCB)101.5 The Hawk (Strait region)Nish 102.7 (CJFX – Inverness County)CKJM (Cheticamp region)Radio will begin in mid-June with and will run until September. It will include on-air “jocktalk” and ticket giveaways. The radio ads will contain a mix of general content andspecific event promotion.Sponsorship packages are being negotiated with both Newcap and Cape Breton Radio,which should leverage the buy on those stations to double the actual buy. The packageswill also include 3-4 live remotes on site.65
Out of HomeTo complement the other advertising and to ensure that Louisbourg 300 is top-of-mind,out of home promotion will take place through billboards in Halifax and Cape Breton. Thecontent of billboards must be simple to have impact with people passing them invehicles, so a simple general message and call to action will suffice.In addition to the billboards, a poster campaign is recommended. Posters may bedeveloped and posted in visitor information centres, cafes, drugstores, supermarketsand other high traffic areas.E-marketingThe CTC research on Cultural Explorers and Authentic Experiencers shows that they use theInternet to research, plan and book travel. As a result, an effective e-marketing campaign is vitalto lure traffic to the website. This will include the following channels and tactics:Google and Facebook Advertising CampaignOnline advertising through Pay-Per-Click campaigns like Google AdWords andFacebook Advertising provides a great opportunity for Louisbourg 300 to have targetedexposure and increased online visibility for an optimal budget. The campaign for GoogleAdWords will target specific relevant keywords like “Nova Scotia festivals” or “AtlanticCanada calendar of events”. The Facebook ads can target the demographic profile andspecific interests to reach the target audience.Online AdvertisingDCBA is planning an online media buy with online channels such as TripAdvisor,Vacay.ca, National Geographic, etc. A portion of this buy will be dedicated to Louisbourg300 as an in-kind contribution from DCBA.Search Engine OptimizationMany consumers will perform online searches using top search engines like Google. If apotential visitor planning to visit Cape Breton searched Google for a highly relevant termlike “Louisbourg”, the website landing page for Louisbourg 300 should be optimized torank highly on the search results page.66
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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
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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 and 64: situation. Authentic Experiencers w
Page 65: Television advertising will include
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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