Marketing Plan - Tourism Calgary

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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
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 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 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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