Marketing Plan - Tourism Calgary

Tourism CalgaryMarketing Communications 2013

2012 Key Successes

Key Successes in 2012• New Destination Brand rollout• Research showed the brand link in Tourism Calgaryadvertising increased from 12% in 2011 to 41% in 2012• Over 1 million visits to visitcalgary.com• Sales increased on visitcalgary.com• Year over year +26%• Over 123,000 referrals to partners• Social media increases (37% growth on Facebook)• Industry supported coop marketing• Strengthened stakeholder relations• ALTO Award for Marketing Partnership (third year in a row)3

Key Successes in 2012• Media Relations• In depth media visit program with a higherreturn on media visits• Growth in partner engagement• Increased media engagement4

Key Learnings

What have we learned?• Domestic travel is up 5%; Canadians are still traveling at home.• Calgary is capturing greatest market share regionally (Alberta,Saskatchewan).• While VFR is the primary driver (47%), trip motivation varies bymarket:– Edmonton: Attractions (58%), VFR (24%), Concerts (18%)– Regina: Shopping (85%), VFR (74%)– Saskatoon: VFR (91%), Shopping (74%), Attractions andmuseums (38%)• The regional planning window is short – 61% are planning onemonth or less.Source: Advertising Effectiveness Research, 2011, Stone Olafson6

What have we learned?2012 Creative left a positive impression of Calgary but was less effective in showing something newabout Calgary.DisagreeAgree22%13%9%It leaves you with a positiveimpression about Calgary21%52%73%28%17%10%What the phrase says is interesting15%53%68%26%16%10%It truly reflects what Calgary is20%45%64%37%21%16%It gets you interested invisiting Calgary14%44%57%38%23%15%It makes you want to learn moreabout visiting Calgary11%45%56%49%31%18%It shows you something new aboutCalgary6%37%43%Moderately disagreeStrongly disagreeStrongly agreeModerately agreeThinking only about the slogan “Calgary. Be Part of the Energy,” please indicate if you agree or disagree with thefollowing statements. Base: All respondents (n=907)Source: Regional Travel behaviour Study, 2011 Marketing Effectiveness Research 2011-20127

Learning from Industry Partners• Lower Mainland residents have a high propensity to travel to the US.Source: Travel Alberta Conversion Study 20128

Secondary ResearchBrand USA is targeting Canadians, particularly aged 55-65• Canada ranks #1 in visitors, spending and travel trade surplus for the US• 64% of Canadian trips to the US are leisure trips• USA competes directly for our target markets with US travellers’ province oforigin of Ontario (39%), BC (18%), Alberta (11%) being three of the top four• Most popular activities of Canadians in the US are shopping (75%), sightseeing(44%), VFR (35%), participate in sports or outdoor activities (29%), and go to abar or night club (23%)56% of Canadians believe theUS provides better value thanCanada.The Canadian Travel & Tourism Market, US Dept. of Commerce, December 6, 2012Deloitte, TIAC: New directions in tourism, hospitality and leisure, October 20129

Secondary ResearchTravel industry increases Digital Marketing effortsThe full spectrum of digital travel marketing continues to grow at high rates year over year.10

Secondary ResearchMobile and Tablets are the emerging travel research tools• 63% of Canadians travel with a tablet or smartphone.• Mobile travel consumers often have a short window, less than 24 hours,when they search for the most convenient transportation, lodging andcar rentals.Source: eMarketer, 2012,The 2012 Traveler, Google/IPSO US August 201211

2013 Objectives2012 Target 2012 Forecast 2013 TargetVisits to Calgary N/A 5.2 million 5.3 millionTotal visitor spending in Calgary N/A $1.4 billion $1.5 billionCity occupancy – annual N/A 70% 72%Summer occupancy level• 45 days post-Stampede73.4% 78.2% 79%Brand awarenessBrand perceptionN/AN/AN/AN/ATBD12

2013 ObjectivesOnline sales on visitcalgary.com• Room revenue/packages• Attraction revenue2012 Target 2012 Actual 2013 Target$140,000$56,000Partner revenue $700,000($250K industry)($450K quadrant)$147,000$63,000$575,000($240K industry)($335K quadrant)$161,000$65,000$675,000($275K industry)($400K quadrant)Unpaid destination awareness media value $3 million $4.7 million $5 millionReferrals to partner sites fromvisitcalgary.com and campaigns11,250 123,000 150,00013

Budget Allocation

Budget Allocation• Refined market presence regionally – Edmonton, Regina, Saskatoon.• Enhanced market presence nationally – Vancouver, Toronto.• Heavier emphasis on brand awareness• Increased budget in Public Relations & Social Media.• Greater investment in Research.15

Funding SourcesBudget $4.429MCity of Calgary (CORE)654KIndustry275KDMF 1.9MTAB coop marketing800KDMF Special Request400KQuadrant400K16

Strategic Approach

StrategyOur missionBring more people to Calgary for memorable experiences.Our visionOne innovative strategyOne powerful brandOne distinctive destination18

operational philosophy• Research based• + Market driven• + Industry led• = Strategy focused19

Communication ProcessBrand AwarenessROIInspiration - RegionalPosition Calgary as the besturban short break for the regionalmarketInspiration - Long HaulPosition Calgary as thespectacular first stop to theRockies or for touring AlbertaConversionIncrease hotel stays and overalltourism spendingContextEducate target & provide relevantpromotional offers20

Refine Target Audience Geographies1. Greater ROI can be achieved through focus on larger centers in theregional market.2. Opportunity for growth in Toronto, Vancouver long haul markets.RegionalLong Haul21

Focus on Key EQ SegmentsFree SpiritsYounger49% of Free Spiritsare 18 to 34 yearsoldActiveFind a wide rangeof activitiesappealingOnlineStrong use of emailpromotions andsocial mediaThey seize the day and want experience the best of life,check the next hot spot off their list and keep moving.LuxuryHigher thanaverage income22

Focus on Key EQ SegmentsCultural ExplorersFreePrefer unstructuredtravelFemale Skew66% are women74% took child freetripsOnlineStrong use of travelwebsites and socialmediaEasy-going and creative, they talk to the locals, getin on the action and take the road less travelled.ValueDiscountconsumerism23

Focus on Key EQ SegmentsNo Hassle TravellersRelaxPreference forstress free close tohome.MarriedAverage age 46years.TraditionalUse guides, booksand media articlesIndulgeBut also savoureverydayexperiences.Like to keep it simple by deciding where to stay, how toget there and leave their worries behind.24

Marketing StrategyContinue Brand BuildingThe Calgary brand is in its second year. The base forrecognition and awareness is in place. 2013 brings theopportunity to build on our research findings to distinguish thebrand further.Tactics:• Develop and execute a brand awareness advertising campaign ortactics.• Build asset library to create a unique image and personality forCalgary.• Continue to highlight the new slogan, ‘be part of the energy’ tobuild aided and unaided recall.• Generate buzz through events, media relations and social mediainteractions.• Refine Calgary’s signature experiences to ensure they support thebrand promise and resonate with the target market. Ensurewebsite supports signature events views and interactions.25

Marketing StrategyPartner Promotions Drive Visitation & Hotel StaysContinue to create the sense of urgency to visit Calgarythrough compelling imagery and promotional offers.Tactics:• Advertising campaigns will focus on two key periods to increasehotel stays:• 6 weeks following Stampede• October/November fall shopping window• Actively promote partner packages with a strong call to action.• Opportunistically promote events of note that have the potential todraw visitors.• Continue to refine email marketing data base for maximum benefit.• Ensure signature events are searchable and tied to a packagewhenever possible throughout the year.26

Marketing StrategyAmplify VFR to Increase Trip SpendEnsure Calgarians have the knowledge and tools to be brandambassadors to the VFR market. Help Calgarians and their guestsfind new ways to discover Calgary.Tactics:• Establish visitcalgary.com as Calgarians ‘go to’ resource for thingsto do in.• Develop newsletters specific to Calgary residents that focus onactivities, events and attractions.• Seed Social Media to keep Calgarians engaged and spreading theword.27

Brand StrategyRecap

e part of the energyCulinary

Brand Strategy RecapCommunicate the brand promise in order to differentiate usamong the competition.‘Ever changing youthful energy that will constantly surpriseand inspire upon your visit.’Promote key brand attributes that are likely to influencepurchase decisions.• Youthful energy• Ever-changing cultural scene• Diverse range of attractions and activities• Western heritage• Ideal home base for exploration of nearby natural andcultural attractions31

Creative Approach

The Challenge• 70% of the regional market has been to Calgary in the past 5 yearsand 51% in the past two. They are definitely aware of Calgary butdon’t necessarily know or are inspired by Calgary.‘Been there. Done that.’• Visitors’ self-perceived familiarity with the city prevents them fromactively researching it as a destination. They see it as a trip whichembodies a lower set of expectations and a lower willingness toexplore and experiment once they arrive.Source: Marketing Effectiveness Research 2011-201233

The Solution• Cause our target market to reframe their relationship with Calgaryto see it as the best regional urban destination.• Work to improve advertising effectiveness scores in the areas of‘being memorable’ and ‘it shows you something new aboutCalgary’.• Have our advertising hit them with more:• Emotion• Relevance• Intrigue• Surprise• Curiosity34

Communication FocusTake a second look at Calgary; we’rewelcoming with a youthful vitality.Experiences and memories from yourvisit will leave you energized.35

Known/Unknown Creative ConceptThis concept takes a bold look at all the great things that makeCalgary so unique, and that we are most well known for, such assteak dinners, cowboys, Stephens Avenue, pancake breakfasts, andwinter parkas.And it complements those things by introducing all of theother amazing things that Calgary has to offer that many peopledon’t even know about.Today’s Calgary is not the same Calgary of a few years ago. It’s freshand energetic and exciting – and you need to experience it all overagain, to appreciate what it really has to offer.36

Summer CampaignConcepts

Partner DPS

Big Box

Elevator

Shopping CampaignConcepts

Newspaper

Big Box

Paid Media

Media Activity:Campaign TimingCo-op Marketing• There will be two distinct campaigns during the year where partners will havean opportunity to invest in Co-op Marketing.Summer Campaign• Attraction focused• Timing: June – July• Booking Deadline: February 28, 2013Fall Campaign• Emphasis on shopping• Timing: October – November• Booking Deadline: March 31, 2013

Media Activity:Campaign TimingWeek starting Monday:Ad FormatMAY JUN JUL AUG SEPOCT NOV DEC29 6 13 20 27 3 10 17 24 1 8 15 22 29 5 12 19 26 2 9 16 23 30 7 14 21 28 4 11 18 25 2 9 16 23# UnitsTravel Alberta Brand TVTravel Alberta Partner Buy-InOther Activity in MarketCulinaryTop ChefSt amp ed eBRAND CAMPAIGN TIMINGCO-OP CAMPAIGN TIMINGAttractionsShoppingDaily NewspaperEdmonton Journal FP4C [Fri] X X X X X X X X X X 10Regina Leader Post FP4C [Fri] X X X X X X X X X X 10Saskatoon Star Phoenix FP4C [Sat] X X X X X X X X X X 10Urban WeekliesVue Weekly [Edm] DPS4C [Thu] X X X X X X X X 8Prairie Dog [Reg] DPS4C [Thu] X X X X X X X X 8Planet S [Sas't] DPS4C [Thu] X X X X X X X X 8MagazineAvenue [Edm] DPS4C Summer GuideDrinksBig Idea Top 40 Under 403Westworld [Sask] DPS4C 3Western Living [Sask] DPS4C Travel - cyclingTravel - lakes, best spasTravel - Fiji Travel - sun dest3Western Living [Edm] DPS4C Travel - cyclingTravel - lakes, best spasTravel - Fiji Travel - sun dest3TelevisionEdmonton Billboards 8Regina Billboards 8Saskatoon Billboards 8Out of HomeElevator Wraps [Edm] 360 wrap 3 locations3 locations 3 locations 3 locations 9Elevator Monitors [Edm] :15 sec 4Resto-Bar [Reg] Classic Poster 4Resto-Bar [Sas't] Classic Poster 4OnlineFacebook [Edm, Reg, Sas't] Social Ads 4Google Display [Edm, Reg, Sas't] Standard Big Box 4chatelaine.com [Edm, Sask] Custom eBlast X X X X 4todaysparent.com [Edm, Sask] Custom eBlast X X X X 4macleans.ca [Edm, Sask] Custom eBlast X X X X 4flare.com [Edm, Sask] Custom eBlast X X X X 4loulou.ca [Edm, Sas't] Custom eBlast X X X X 4Note: Activity dependent upon partner participation in the co-op program46

Co-Op Campaign

2011 campaignCapture PreWOW StampedeSummer in the city Cavalia FestivalsCirqueShoppingVirtuosityJan. Feb. Mar. April May June July Aug. Sept. Oct. Nov. Dec.CulinarySTAY MagCAVALIACIRQUEHighPerformanceRodeoDiningSTAY MagChildren’sFestivalWESTWORLDSledIslandFolkFestGlobalFestSTAY MagFilmFest(CIFF)FashionWeekVirtuosityWorldJuniorsQuadrantNWPlaywrightsComicExpoBlues &ReggaeFestQuadrantDT

2011 campaign

2012 campaignCulinaryStampedeSummer/AttractionsNE/ZooPenguinsShoppingJan Feb March April May June July Aug Sept Oct Nov Dec

2012 campaignCulinary

What have we learned?• The new hat logo and “BPOTE” slogan tested very well• “Be” headlines were effective in shifting messaging to experiences• Packages vs promotions and experiences• Package price points tested best between $89 and $200• Trip vs vacation• Avoid featuring ‘upscaled’ experiences• Tourism Calgary should continue its strategic shift from a product toan experience focusSource: Advertising Effectiveness Research, 2011, Stone Olafson52

Objectives:Co-op Campaign• Target Audience• Free Spirit [A18-34]• Cultural Explorer [A35-54]• No Hassle Traveller [A35-54]• Market Priorities• Regional: Edmonton, Regina, Saskatoon• Budget• $543,000 partner contribution• $200,000 Tourism Calgary contribution• $500,000 TDR Funds• $1.243 million total• Call to Action• Drive traffic to www.visitcalgary.com

Media Activity:Campaign TimingJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOVDECTravel Alberta Brand TVTravel Alberta Partner Buy-InOther Activity in MarketBRAND CAMPAIGN TIMINGTop ChefStampedeCO-OP CAMPAIGN TIMINGAttractionsShopping

Media Activity:Campaign TimingCo-op Marketing• There will be two distinct campaigns during the year where partners will havean opportunity to invest in Co-op Marketing.Summer Campaign• Attraction focused• Timing: June – July• Booking Deadline: February 28, 2013Fall Campaign• Emphasis on shopping• Timing: October – November• Booking Deadline: March 31, 2013

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