Marketing Plan - Tourism Calgary

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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
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 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 54 and 55: Media Activity:Campaign TimingJAN F
Page 56: Thank you

Marketing Plan - Tourism Calgary

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