Marketing Plan - Tourism Calgary

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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
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 and 22: Refine Target Audience Geographies1
Page 23 and 24: Focus on Key EQ SegmentsCultural Ex
Page 25: Marketing StrategyContinue Brand Bu
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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