Marketing Plan - Tourism Calgary

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Media Activity:Campaign TimingJAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOVDECTravel Alberta Brand TVTravel Alberta Partner Buy-InOther Activity in MarketBRAND CAMPAIGN TIMINGTop ChefStampedeCO-OP CAMPAIGN TIMINGAttractionsShopping
Media Activity:Campaign TimingCo-op <strong>Marketing</strong>• There will be two distinct campaigns during the year where partners will havean opportunity to invest in Co-op <strong>Marketing</strong>.Summer Campaign• Attraction focused• Timing: June – July• Booking Deadline: February 28, 2013Fall Campaign• Emphasis on shopping• Timing: October – November• Booking Deadline: March 31, 2013
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 52 and 53: What have we learned?• The new ha
Page 56: Thank you
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Marketing Plan - Tourism Calgary

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