2013 DCBA Strategic Plan - Destination Cape Breton Association

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Provide in-kind support of the event and provide financial assistance to individualcourses for promotional activities/items.Telus Skins 2012Glen Arbour Golf Club in Halifax was selected to host the 2012 Telus Skins Game. Thismajor golf event, sponsored by Telus & Nike Golf and owned by IMG will presentopportunities to showcase Golf Cape Breton, as well as develop pre and post packagesto the Island.Golf NSGolf Cape Breton has a long, storied partnership with Golf NS. This entity represents CapeBreton at tradeshows, provides co-op advertising opportunities and engages in media initiativesin addition to Golf CB efforts.Golf CB will continue its annual contribution of approximately $7500 for Golf NS dues.Destination Cape BretonThe role of the Director of Golf Marketing is to promote Cape Breton Island as a golfdestination. Partnering with DCBA on key marketing and promotional initiatives will provideadditional support to achieving this goal.Have a strong presence at the Halifax Kiosk highlighting golf packages.Participate in advertising co-ops for publications such as Doers and Dreamers.Co-host media receptions in the Atlantic Region, particularly Halifax.
APPENDIX GMarketing Committee ChangesMarketing Advisory CommitteeThe marketing advisory committee will undergo changes to the membership profile in 2013 to alignmore closely with the skills based committee guidelines adhered to by the Canadian TourismCommission. The new structure is outlined below, with goal of committee members being defined bymid-May, 2013:Mandate of Committee:The Marketing Advisory Committee of Destination Cape Breton is an advisory committee established tofeed into the Industry Advisory Committee on the Island Wide Marketing of Cape Breton.Membership Profile:The committee will be comprised of the Director of Marketing and 10 Industry Advisors possessingexperience and competencies representing the following categories: Creative and branding, websiteknowledge, accommodations sector, social media, niche markets, culinary, culture, arts, financepartnership (ECBC) and Parks partnership.In addition to relevant knowledge, skills and specific competencies, members must be strategic thinkers,have good analytical acumen and possess appropriate personal attributes. These include integrity andhigh ethical standards, sound judgment, an ability and willingness to collaborate as a high level ofcommitment to the organization and its success. Each member should have something important tocontribute and should be able to function well in a group of equals.Duties:Reporting to the Industry Advisory Committee, the Marketing Advisory Committee will act as advisors inthe destination marketing of Cape Breton Island. Without restricting the generality of the foregoing, thecommittee will deal with the following:Review and provide feedback on the annual Island wide marketing strategy and plan.
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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
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1.3. Go Forward - Ensuring After-Ca
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5 of 11 operators (45%) would benef
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At the end of the process, the STEP
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2.0 2013 Marketing Agenda2013 marks
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See Places of 2013” by National G
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leveraging their Market Portfolio A
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The marketing investment in Halifax
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DCBA worked with Ambassatours / Gra
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Visual improvements to the quality
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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 and 66: Television advertising will include
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: NewslettersCreate and distribute re
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2013 DCBA Strategic Plan - Destination Cape Breton Association

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