Marketing Plan - Tourism Calgary

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What have we learned?• Domestic travel is up 5%; Canadians are still traveling at home.• Calgary is capturing greatest market share regionally (Alberta,Saskatchewan).• While VFR is the primary driver (47%), trip motivation varies bymarket:– Edmonton: Attractions (58%), VFR (24%), Concerts (18%)– Regina: Shopping (85%), VFR (74%)– Saskatoon: VFR (91%), Shopping (74%), Attractions andmuseums (38%)• The regional planning window is short – 61% are planning onemonth or less.Source: Advertising Effectiveness Research, 2011, Stone Olafson6
What have we learned?2012 Creative left a positive impression of Calgary but was less effective in showing something newabout Calgary.DisagreeAgree22%13%9%It leaves you with a positiveimpression about Calgary21%52%73%28%17%10%What the phrase says is interesting15%53%68%26%16%10%It truly reflects what Calgary is20%45%64%37%21%16%It gets you interested invisiting Calgary14%44%57%38%23%15%It makes you want to learn moreabout visiting Calgary11%45%56%49%31%18%It shows you something new aboutCalgary6%37%43%Moderately disagreeStrongly disagreeStrongly agreeModerately agreeThinking only about the slogan “Calgary. Be Part of the Energy,” please indicate if you agree or disagree with thefollowing statements. Base: All respondents (n=907)Source: Regional Travel behaviour Study, 2011 Marketing Effectiveness Research 2011-20127
Page 1 and 2: Tourism CalgaryMarketing Communicat
Page 3 and 4: Key Successes in 2012• New Destin
Page 5: Key Learnings
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 54 and 55: Media Activity:Campaign TimingJAN F
Page 56:
Thank you
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Marketing Plan - Tourism Calgary

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