Marketing Plan - Tourism Calgary

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Secondary ResearchTravel industry increases Digital <strong>Marketing</strong> 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
Page 1 and 2: Tourism CalgaryMarketing Communicat
Page 3 and 4: Key Successes in 2012• New Destin
Page 5 and 6: Key Learnings
Page 7 and 8: What have we learned?2012 Creative
Page 9: Secondary ResearchBrand USA is targ
Page 13 and 14: 2013 ObjectivesOnline sales on visi
Page 15 and 16: Budget Allocation• Refined market
Page 17 and 18: Strategic Approach
Page 19 and 20: operational philosophy• Research
Page 21 and 22: Refine Target Audience Geographies1
Page 23 and 24: Focus on Key EQ SegmentsCultural Ex
Page 25 and 26: Marketing StrategyContinue Brand Bu
Page 27 and 28: Marketing StrategyAmplify VFR to In
Page 30 and 31: e part of the energyCulinary
Page 32 and 33: Creative Approach
Page 34 and 35: The Solution• Cause our target ma
Page 36 and 37: Known/Unknown Creative ConceptThis
Page 38 and 39: Partner DPS
Page 40 and 41: Elevator
Page 42 and 43: Newspaper
Page 44 and 45: Paid Media
Page 46 and 47: Media Activity:Campaign TimingWeek
Page 48 and 49: 2011 campaignCapture PreWOW Stamped
Page 50 and 51: 2012 campaignCulinaryStampedeSummer
Page 52 and 53: What have we learned?• The new ha
Page 54 and 55: Media Activity:Campaign TimingJAN F
Page 56: Thank you

Marketing Plan - Tourism Calgary

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