Yukon Wild Final Report March 31, 2012

Transcription

1 Yukon Wild Final Report March 31, 2012

2 Goals and Objectives Yukon Wild Marketing Commitments to Tourism Yukon Goal: To grow multi-day guided adventure sales provided by Yukon Wild operators which will serve to enhance rentals, day product and lodge sales. Objectives Position Yukon Wild operators as the choice because of expertise, knowledge and training. Position summer and winter tourism each with distinct goals. Build a database of a minimum of 3,000 names for newsletter and mail outs. Database currently at 1147 incorporating both e-newsletter opt-in and consumer show contacts. Increase click through rate average of online campaign to 0.2%. The click through rate average is 0.25%. 2

3 Goals and Objectives Yukon Wild Marketing Commitments to Tourism Yukon Objectives continued Increase web goal conversion to operators to 5,000. As of March 31, conversion to operators is 9,754. Secure one domestic and one international cross promotion. Domestic: - Partnership with Tourism Yukon and Air North at Toronto Outdoor Adventure Show. - Cross promotion with City Chase at the Toronto Outdoor Adventure Show. International: Currently working out details with Canada Goose. Secure at least three media fams through YG partnerships. This objective will be met through member contribution. 3

4 Yukon Wild Web Update

5 Yukon Wild Website Website Statistics April 2011 March 2012 Website Traffic: Gradually increased over the course of the year. 5

6 Yukon Wild Website Website Statistics April 2011 March 2012 Website Traffic: Has consistently increased compared to

7 Yukon Wild Website Website Statistics April 2011 March 2012 Website Traffic: The large spike of traffic on October 3, 2011 was a result of an Air Canada OnAir promotion. The resulted in 620 visits to the website and 17% of those visitors clicked through to an operator website. 7

8 Yukon Wild Website Website Statistics April 2011 March 2012 Website Content: Top 10 pages by page views: 8

9 Yukon Wild Website Website Statistics April 2011 March 2012 Industry Operator Referrals: There were 9,754 clicks to operator websites over the course of the year. 9

10 Yukon Wild Website Website Statistics April 2011 March 2012 Visitor Location Visits by country (top 10 only) 10

11 Yukon Wild Website Website Statistics April 2011 March 2012 Visitor Location Visits by city (top 10 only) 11

12 Yukon Wild Website Website Statistics April 2011 March 2012 Search Traffic Keywords The following are the top 10 keywords that brought traffic to the website. (Content targeting is when our Google ads are displayed on a Google partner website). 12

13 Yukon Wild Website Website Statistics April 2011 March 2012 Traffic Sources Organic Search: accounted for 26.55% of website traffic. (Yukon Wild appears at the top of the search list due to content or key word relevancy. This is not a paid ad.) Direct Traffic: accounted for 10.51% of website traffic. ( yukonwild.com is typed directly into the web browser and is often impacted by other media advertising like print or consumer shows business cards.) Campaigns: accounted for 55.76% of website traffic. ( All paid digital traffic to site. Does not account for print.) Referrals: accounted for 7.12% of website traffic. ( Links to Yukon Wild from other sites ie: travelyukon.com, Facebook, Twitter, etc.) 13

14 Yukon Wild Website Go Wild Campaign Performance Still waiting on final reports and some will be delivered after the campaign has finished running. Explore Sept 13 October 31 The banners resulted in 127 visits to the website, and 26.77% of those visitors clicked through to an operator website. Click through rate: 0.09% Outside Online Sept 15 Nov 15 The banners resulted in 260 visits to the website, and 10.77% of those visitors clicked through to an operator website. Click through rate average: 0.06% Air Canada ezine October The resulted in 119 visits to the website, and 8.4% of those visitors clicked through to an operator website. Click through rate: 0.13% 14

15 Yukon Wild Website Go Wild Campaign Performance Air Canada ezine advertorial- October The resulted in 620 visits to the website and 17% of those visitors clicked through to an operator website. Click through rate: 0.23% Canadian Geographic e-newsletter Dec 16 The resulted in 134 visits to the website, and 30.6% of those visitors clicked through to an operator website. Canoeroots Nov 1 March 31 (runs to April 30) The banners resulted in 49 visits to the website, and 34.69% of those visitors clicked through to an operator website. Click through rate: 0.11% CanoeKayak.com Feb 1 March 31 (runs to May 1) The banners resulted in 65 visits to the website, and 24% of those visitors clicked through to an operator website. Click through rate: 0.3% 15

16 Yukon Wild Website Go Wild Campaign Performance Explore Feb 14 March 31 The banners resulted in 47 visits to the website, and 6.38% of those visitors clicked through to an operator website. Click through rate: 0.09% Away.com (Outside ) Feb 27 The resulted in 284 visits to the website, and 31% of those visitors clicked through to an operator website. Click through rate: 0.5% Air Canada Websaver March 1 The resulted in 146 visits to the website, and 2.74% of those visitors clicked through to an operator website. Click through rate: 0.07% 16

17 Yukon Wild Website Go Wild Campaign Performance Globe and Mail Content Hub March 1 March 31 The banners resulted in 160 visits to the website, and 19.38% of those visitors clicked through to an operator website. The articles resulted in 73 visits to the website, and 22.29% of those visitors clicked through to an operator website. Click through rate: 0.875% Air Canada Websaver March 15 The resulted in 123 visits to the website, and 2.60% of those visitors clicked through to an operator website. Click through rate: 0.07% 17

18 Yukon Wild Website Digital ad examples (YW generic and member specific) 18

19 Yukon Wild Website Globe and Mail Hub and Content Brick 6 articles with trackable links and photos. Integrated member ad units in rotation. Generic Yukon Wild ads in rotation. 19

20 Yukon Wild Website Go Wild Campaign Performance e-newsletters As of March 31, 2012 Yukon Wild has 1147 subscribers. First e-newsletter was sent January 13, 2012 to 637 subscribers. 176 people opened the , and 22% clicked through to the website. e-newsletter will be sent out quarterly. Next one scheduled to go out in April. 20

21 Search Engine Marketing Go Wild Campaign Performance Google Adwords Campaign Brought 22,232 visits to the website (51.57% of the total). Had a conversion rate of 20.79% and accounted for 4,622 operator referrals (48.28% of the total). 21

22 Social Media Social Media Twitter 275 tweets, 199 followers. Klout rating of 28. What this klout score says about Yukon Wild: Yukon Wild is a Conversationalist. You love to connect and always have the inside scoop. Good conversation is not just a skill, it s an art. You might not know it, but when you are witty, your followers hang on every word. Posting strategy includes: Retweeting Yukon Wild member s tweets. Yukon wilderness related content from blogs, news articles, social media networks, etc. Actively listen for Yukon mentions on Twitter and engage users, focusing on the more influential ones. Expert adventure travel advice about the Yukon. 22

23 Social Media Social Media Facebook 138 likes. Posting strategy includes: Reposting Yukon Wild member s posts. Yukon wilderness related content from blogs, news articles, social media networks, etc. Expert adventure travel advice about the Yukon. 23

24 Social Media Social Media Facebook Based on stats from Jan 1- March 17, 2012 Of the 128 likes: 56% are female and 39% are male, with a majority living in Canada. Through our interactions, we have reached 158 people total 30 people more than who have liked our page. Reach: The number of unique people who have seen any content associated with the Yukon Wild Facebook page. This includes friends of Yukon Wild s fans who see interactions in their Facebook feeds. 24

25 Print Media Recap

26 Print Full Page Ads Kanawa Magazine 4 insertions (4 summer) Dreamscapes 2 insertions (1 summer, 1 winter) Coast and Kayak Magazine -2 page spread 2 insertions (summer) 2 more to run in the new fiscal (summer) Canoeroots Magazine 2 insertions (summer) 26

27 Print Half-page Ads Canadian Geographic 2 insertions (1 summer, 1 winter) Yukon Vacation Planner 1 insertion (summer/winter) Editorial Canadian Geographic Tell Me More 45 word listing 2 insertions (summer) Dreamscapes 75 word Travel Gallery feature (winter) 900 word editorial (winter) 2012 Yukon Vacation Planner Descriptive listing (summer) 27

28 Commitments Current Fiscal New Fiscal Outlet/ Component May June July August Sept. Oct. Nov. Dec. Jan. Feb. March April May June July August Print Canadian Geographic half page: Peel Issue Canadian Geographic travel e-newsletter feature (45 words/photo/website) Canadian Geographic tell me print (45 words/photo/website) Canadian Geographic tell me print (45 words/photo/website) Canadian Geographic half page: Wildlife- Stories of the Year 2011 issue Air Canada Content (packages, information, pictures) in enroute Air Canada Content (packages, information, pictures) in enroute Dreamscapes full page ad Dreamscapes Travel Gallery feature (75 word media release /image) Dreamscapes full page ads annually Dreamscapes 900 word editorial by travel writer Yukon Vacation Planner half page ad Yukon Vacation Planner descriptive listing Canoe Roots Magazine full page print, digital and ipad editions of Canoeroots Canoe Roots Magazine full page print, digital and ipad editions of Canoeroots Kanawa full page ad Kanawa full page ad Kanawa full page ad Kanawa full page ad Coast and Kayak Magazine full page Coast and Kayak Magazine full page Coast and Kayak Magazine full page Coast and Kayak Magazine full page Coast and Kayak 4 pages editorial content 28

29 Commitments Outlet/ Component Online Canadian Geographic Tell me more online listing (45 words/photo/website) Canadian Geographic e-travel newsletter (45 words/photo/link) Canadian Geographic e-travel newsletter (45 words/photo/link) Current Fiscal New Fiscal May June July August Sept. Oct. Nov. Dec. Jan. Feb. March April May June July August Explore ROS - leaderboard, big box, skyscraper Explore ROS - leaderboard, big box, skyscraper Air Canada onair monthly ezine (western Canada)- advertorial position Air Canada websaver weekly (vancouver list)- skyscraper Air Canada websaver weekly (Toronto list)- skyscraper Air Canada websaver weekly (vancouver list)- skyscraper Air Canada websaver weekly (Toronto list)- skyscraper Outside ROS - Geotargeted (Canada and Northwest)- leaderboard Outside ROS - Geotargeted (Canada and Northwest)- tower Outside Adventure and Travel channel- incl. targeted to Canada destinations- leaderboard Outside Adventure and Travel channel- incl. targeted to Canada destinations- tower Outside custom dedicated blast (geo targeted list of 30,000) Outside custom dedicated blast (geo targeted list of 30,000) 29

30 Commitments Current Fiscal New Fiscal Outlet/ Component May June July August Sept. Oct. Nov. Dec. Jan. Feb. March April May June July August Online Google Ad Words Globe and Mail Partner content Hub & content brick - includes: 6 supplied articles, ad units, content brick on Travel pages, 4 trackable links Yukon Vacation Planner descriptive listing on travelyukon.com Canoe Roots Magazine six month banner campaign on canoerootsmag.com- big box and leaderboard Canoe Roots Magazine one week exclusive sponsorship of Rapid Media News- leaderboard (2), big box: includes exclusive leaderboard position on adventurekayakmag.com, canoerootsmag.com and rapidmag.com Canoekayak.com -Yukon specific stories on canoekayak.com/travel/yukon- leadrboard Canoekayak.com -Yukon specific stories on canoekayak.com/travel/yukon- big box Canoekayak.com - Yukon specific stories on canoekayak.com/travel/yukon- tower Canoekayak.com - Geo target ON, NY, ME, MA, NH, VT, CT- canoekayak.com- leaderboard Canoekayak.com - Geo target ON, NY, ME, MA, NH, VT, CT- canoekayak.com- big box Canoekayak.com- Geo target ON, NY, ME, MA, NH, VT, CT- canoekayak.com- tower Yukon thumbnail at Travel Pagecanoekayak.com/travel Canoekayak.com - ROS - tower Canoekayak.com - ROS - leaderboard Canoekayak.com - ROS - big box 30

31 Consumer Shows Consumer Show Stats Great Outdoors and DIY Show- Toronto, ON November 25-27, 2011 Final stats arrived in February. The shows attendance declined from last year showed 20,000+ attendees, 2011 showed approximately 17,000 attendees. For 2012 they will move forward with the Fall Cottage Life Show only, implementing elements of Explore, Outdoor Canada and Canadian Home Workshop. Acquired list of 49 consumers who asked to learn more about Yukon Wild. A decrease from 138 in Not recommended to attend this show again. 31

32 Consumer Shows Consumer Show Stats continued LA Times Travel Show January 27-29, ,300 consumers, media, travel professionals, and celebrity speakers attended. Resulted in contact list of 275 consumers and 34 media/trade. Alaska also attended this show. Initial thoughts were that the show was not going to deliver results. By end of the show Alaska and Yukon Wild agreed there were some strong leads. Definitely required education of transportation and access from California to Yukon. We had one interview with a media crew which was posted on Youtube. The show has resulted in three media inquiries. One of which will be included in Media Planners of America. There was at least one call to OTC for a referral to an operator. There was a slight spike in traffic the day before the show (209 visitors), staying fairly consistent during the show (between visitors a day). 32

33 Consumer Shows Consumer Show Stats continued Canada Corroboree - Australia January 31- February 11, 2012 General Impressions (taken from Final Report by Dennis Zimmermann) Keen interest in long-haul travel to Australians have sense of adventure and are looking for off the beaten path experiences. Primarily interested in destinations like Banff, Vancouver, Calgary, Victoria, Edmonton, and Montreal City and large attractions like the Calgary Stampede, Butchart Gardens, the Rocky Mountaineer train, cruises, and Fairmont Hotels and Resorts. While difficult to influence, it is worthwhile letting them know of export-ready day product in Whitehorse and Dawson City. These clients are often the ones that will come to Yukon for their second or third visit to Canada. Smaller tour operators like Spectrum Holidays sell FIT have a keen interest in carrying Yukon adventure product (i.e. canoeing, northern lights, lodge stays, dog sledding). It is a good show and worth the investment. It will take approximately another 2-3 years of sustained presence in this market to start to see more Yukon being carried by wholesalers. Came back with 48 media and trade contacts ( s and phone numbers) and a total of 135 names (without s and phone numbers). 33

34 Consumer Shows Consumer Show Stats continued Toronto Outdoor Adventure Show February 24-26, ,200 consumers attended this show. Yukon had a large presence at the show as Yukon Wild partnered with Tourism Yukon and Air North. YW participated in a City Chase scavenger hunt where participants had to answer questions about Yukon (YW activities, general Yukon, and Air North questions) in order to complete the task. Unfortunately they had planned for up to 500 participants and garnered only 15 as they ran it on the slowest day of the show (Friday). Because YW partnered with Tourism Yukon at this show, they included an option to learn more about YW on their ballots, bringing in more names for the newsletter database. Final consumer contact list for this show was178. A decrease from 215 in Kalin (UNA) and Marsha (Boreale Mountain Biking) attended this show. Kalin and Marsha s feedback: Great show, saw expected attendance. UNA has received direct inquires as result. Would recommend going again next year. Yukon area could be more dynamic and attention drawing by being a united front (NFLD did this). It would make Yukon more of an inviting theme, a space to plant a travel seed instead of a place to shop. It is great to have different operators in attendance because they are the experts in their respected niche of Yukon tourism. 34

35 Consumer Shows Consumer Show Stats continued Vancouver Outdoor Adventure & Travel Show March 3-4, ,400 consumers attended this show. Yukon Wild attempted to partner with Tourism Yukon, Klondike Visitors Association and Air North but they had ended up booking without getting in touch. Final consumer contact list for this show was 49. A decrease from 196 in Torsten (Northern Tales) attended this show. Torsten s feedback: Show is good value in terms of awareness marketing and to educate people. Not a sales show like some of the consumer shows in Germany. 80% of the people he spoke with were interested in the northern lights. Pixie feedback: More than other shows, many consumers who visited the booth had already visited Yukon and were open to/planning on coming back. Spoke with many people about highway driving (Dempster and driving from Vancouver). Paddling was popular seemed an even split between self-guided and guided trips. 35

36 Promotions and Partnerships

37 Promotions and Partnerships Updates on partnerships: Canada Goose Dee met with a Canada Goose representative in February. They discussed two potential programs to move forward with: Option one: A photo shoot for Canada Goose advertising that would incorporate Yukon Wild members. Would be working with Canada Goose agency of record. Option two: Creating a semi-annual (one winter, one summer) Goose People media Yukon Wild trip. Ex Officio Meeting is set up for April 5 th to discuss opportunities for partnership. 37

38 Thank you! Questions?