M A R K E T I N G C A M PA I G N P R E S E N TAT I O N W I N T E R

Transcription

1 M A R K E T I N G C A M PA I G N P R E S E N TAT I O N W I N T E R

2 STRATEGIC ORIENTATIONS

3 MARKETING OBJECTIVES INCREASE THE OUTAOUAIS NOTORIETY INCREASE CONSIDERATION OF THE OUTAOUAIS AS A GETAWAY DESTINATION IMPROVE THE VISITOR S EXPERIENCE INCREASE LOYALTY TO THE BRAND 3

4 Anglais MARKETING STRATEGY INCREASE THE OUTAOUAIS NOTORIETY Continue with the media and creative strategy of summer Put forward the key attractions and events for each experience. INCREASE CONSIDERATION OF THE OUTAOUAIS AS A GETAWAY DESTINATION Focus on creating original and relevant content for users. Maintain a regional promotionnal offer. Identify ambassadors for our brand. 4

5 MARKETING STRATEGY IMPROVE THE VISITOR S EXPERIENCE Promote complementary activities and attractions to enrich the stay. Involve residents. INCREASE LOYALTY TO THE BRAND Build and segment client data. Encourage the sharing of content. 5

6 COMMUNICATION STRATEGIES Tell short stories to put the experience forward.

7 MESSAGE TOUJOURS PRÈS & TOUJOURS PRÊT L OUTAOUAIS VOUS REÇOIT 7

8 CREATION STRATEGY

9 BEAUTIFUL PICTURES + REAL LIFE STORIES = #OUTAOUAISFUN

10 CREATION STRATEGY Video advertising 10

11 CREATION STRATEGY Digital advertising : La Presse + 11

12 CREATION STRATEGY Digital advertising : VIP Package 12

13 CREATION STRATEGY Print advertising : Magazine Découvertes 13

14 MEDIA STRATEGIES

15 CYCLE DU VISITEUR LOYALTY AND ENGAGEMENT Visitor enjoys his experience and shares it in their community INSPIRATION (NOTORIETY) Visitor is looking for a getaway close to Montreal or Ottawa. DISCOVERY AND EXPERIENCE (VISITOR S EXPERIENCE) The visitor discovers the Outaouais, its activities and its blend of nature and culture. RESEARCH AND PLANNING (CONSIDERATION) Visitor familiarizes themself with the Outaouais. BOOKING Visitor books their accommodation and activities. 15

16 ANNUAL BUDGET MARKET SIZE* TARGET MARKETS MEDIA STRATEGY CULTURE GOURMAND FESTIF TOURIST ROUTE OUTDOORS CYCLING OUTFITTERS SNOWMOBILE MONTRÉAL MONTRÉAL OTTAWA GATINEAU OTTAWA MONTRÉAL MONTRÉAL OTTAWA GATINEAU TORONTO MONTRÉAL OTTAWA GATINEAU MONTRÉAL OTTAWA GATINEAU TORONTO OTTAWA GATINEAU AITQ AITQ AITQ AITQ AITQ CULTURAL FAMILY A35 + THENDY FOODIES A35 64 URBAN ADULTES A25-49 CULTURAL GASTRONOME A35-64 OUTDOOR ENTHUSIASTS A25 64 DELUXE OUTDOORS FAMILIES A25 64 FISHING AND HUNTING ADEPTES FAMILIES A25 64 SNOWMOBILER A % 50% 9% 1% 16

17 MEDIA STRATEGY DEPLOYMENT 100% DIGITAL

18 MEDIA STRATEGY Send our message to the right audiences Behaviourial targeting 1. Pre-roll Context targeting 2. SEM 3. Videos on social media 2 Build retargeting and look-alike audiences. 3 Reach a prequalified target with a different message. 1. Web banners 2. Blog posts 3. Social media ads 18

19 MARKETING TACTICS

20 DIFFUSION CHANNELS CHANNELS OWNED EARNED PAID TACTICS Website / Blog Facebook / Instagram / Twitter Field work - HR Maison du tourisme Newsletter Journalists / Bloggers Partners Frontline staff Targeted Pre-roll Web banners Facebook / Instagram ads Magazine Adwords 20

21 CULTURE MONTREAL NOTORIETY & CONSIDERATION JANUARY-MARCH PRE-ROLL VIDEO + Blog post + Facebook ad LA PRESSE + (HALF-PAGE, PAUSE FAMILLE) SEARCH ENGINE REFERENCING FACEBOOK & INSTAGRAM ADVERTISING 21

22 GOURMET OTTAWA NOTORIETY & VISITOR S EXPERIENCE NOVEMBER TO MARCH INFLUENCE MARKETING SEARCH ENGINE REFERENCING FACEBOOK & INSTAGRAM ADVERTISING 22

23 FESTIF OTTAWA NOTORIETY & CONSIDERATION DECEMBER-JANUARY PRE-ROLL VIDEOS SEARCH ENGINE REFERENCING FACEBOOK & INSTAGRAM ADVERTISING 23

24 OUTDOORS MONTREAL NOTORIETY & CONSIDERATION JANUARY-FEBRUARY PRE-ROLL VIDEO (MONTEBELLO POLE) + Blog post + Facebook ad OXYGÈNE MAGAZINE AD SEARCH ENGINE REFERENCING FACEBOOK & INSTAGRAM ADVERTISING 24

25 CROSS-COUNTRY SKIING MONTREAL OTTAWA NOTORIETY & CONSIDERATION NOVEMBER TO FEBRUARY PRE-ROLL VIDEO (Chelsea-Wakefield pole) + 1 blog post + Facebook ad CONTEST CROSS-COUNTRY SKIING EVENTS Promotional video Web banners Facebook ad SEARCH ENGINE REFERENCING FACEBOOK & INSTAGRAM ADVERTISING 25

26 ACCOMMODATIONS MONTREAL CONSIDERATION DECEMBER-APRIL PRE-ROLL VIDEO VIP PACKAGE SEARCH ENGINE REFERENCING WEB BANNERS 26 ADVERTISING PACKAGES ON FACEBOOK & INSTAGRAM

27 MEDIA STRATEGY VIP PACKAGE LANDING PAGE 1 PRE-ROLL VIDEO AD Potential visitors 2 FACEBOOK ADVERTISING 3 ADWORDS 4 NEWSLETTER Outaouais Tourism s website users 5 BANNERS ON OUR WEBSITE 6 WEB SITE RETARGETING BANNERS 27

28 SNOWMOBILE UNITED STATES ONTARIO MARITIME PROVINCES CONSIDERATION JANUARY TO MARCH PRESENCE IN 2 SNOWMOBILE EXHIBITIONS (TORONTO + DRUMMONVILLE) SNOWMOBILE MAP - VHR OUTAOUAIS SEARCH ENGINE REFERENCING FACEBOOK ADVERTISING 28

29 AMBASSADOR PROGRAM

30 AMBASSADOR PROGRAM - WINTER FRONTLINE STAFF FAM TOUR PERSONALIZED FORMATIONS NOTORIETY CAMPAIGN Improve the visitor s EXPERIENCE M TA RÉGION OFFERS TEAM OUTAOUAIS CLOTHING FACEBOOK GROUP LES CRÉATEURS DE SOUVENIRS DE L OUTAOUAIS

31 CERTIFIED #OUTAOUAISFUN AMBASSADORS PHASE 2 TO FOLLOW THIS WINTER SEE YOU SOON!

32 BUDGET

33 ANNUAL ADVERTISING BUDGET ADVERTISING CAMPAIGN BUDGET $ 900,000 SUMMER $ 600,000 WINTER $ 300,000 33

34 YOUR MARKETING CONSULTANT

35 YOUR MARKETING CONSULTANT Culture Marilyn Savoie Tél.: (poste 249) Gourmand et festif Stéphanie Potvin Tél.: (poste 208) Plein air & Hébergement Geneviève Bélisle Tél.: (poste 246)

36 Crédit : Parc de la Gatineau_Domaine Mackenzie-King_CCN-NCC