Marketing Plan - Tourism Calgary

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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
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 and 10: Secondary ResearchBrand USA is targ
Page 11 and 12: Secondary ResearchMobile and Tablet
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: Refine Target Audience Geographies1
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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