2013 DCBA Strategic Plan - Destination Cape Breton Association

A contest provides a way to not only create buzz and excitement, but to encouragepeople to provide their contact information for future marketing purposes. By entering acontest, a person begins to envision what it would be like to win. Parks Canada isdeveloping a program where they will install a Governor of Louisbourg during theSuperFête de Saint-Louis. This could be developed into a premier and fun contestpackage that may be used as a lure in the promotional campaign.SampleOnce awareness has been created, the next step is to generate interest that will lead thepotential visitor to a deeper level of engagement. The greater the interest, the closer the visitorwill be to making the decision to come to Louisbourg 300. Bringing the target market to this levelof engagement is best accomplished by allowing them to Sample the experience – to get a tasteof what they can expect by visiting. The following Sample tactics are recommended:Experience Focused MicrositeAs previously mentioned, DCBA is developing a microsite within their existingCBIsland.com site to focus on Louisbourg 300. The site should include: The promotional teaser video Louisbourg 300 The schedule of events Louisbourg 300 experiences and packages An e-newsletter sign-up form (preferably with a modest incentive) Integration of social media channels to show latest Facebook and Twitterconversations A travel intention surveyThe Fortress of Louisbourg Association already has the domain name louisbourg300.caand has agreed to direct that domain to the new microsite, when ready, so that it mayserve as the call to action in ads.NOTE: It is important that the microsite be developed to be bilingual, as advertising willbe directing English and French audiences to the site.Social MediaParks Canada – Cape Breton Field Unit has a robust plan for social media activationduring Louisbourg 300 that includes Twitter, Facebook and YouTube. To avoid creatingconfusion with the public over multiple social media accounts, Parks Canada’s account68