2018 Marketing Strategy
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1 2018 Marketing Strategy
2 2017 Highlights: Ottawa Tourism/Ottawa 2017 Alignment Ottawa Tourism and Ottawa 2017 Complementary media plans Aligned creative
3 2017 Highlights: Website Sessions Total Sessions 4,315, % o Canadian Sessions 3,593, % o U.S.A. Sessions 253, %
4 2017 Highlights: Taking Advantage of Topic Waves - Boosting Positive Discussions Posts 26k Canada k 22k 20k 18k 16k 14k 12k La Machine 10k 8k 6k 4k 2k 0 Jun Jul Aug Canada Day La Machine
5 2017 Highlights: Social Media Strength Twitter Facebook Instagram Followers 44,744 (+23%) Engagements 431,821 (+505%) Engagements per follower increased from 1.96 to 9.65 Link Clicks 27,211 (+243%) Followers 53,565 (+47%) Engagements 452,757 (+43%) Link Clicks 136,631 (+87%) 63,997,818 impressions Followers 46,527 (+53%) Engagements 342,259 (+40%) Engagements per media increased from to 1, ,154 Instagram posts tagged
6 2017 Highlights: Most Liked, Commented and Engaged Instagram Photo
7 2017 Highlights: Most Commented Instagram Video
8 2017 Highlights: Local Vlogger Videos 9 vlogs of 2017 events and activities were produced for YouTube by LazMel Escape
9 2017 Highlights: Canadian Instagram Influencer and Photographer Taylor Burk In partnership with Destination Ontario 5 posts of his images provided over 544,200 impressions, a reach of 437,100, and his fireworks post reposted on our account on Canada Day was the most liked post on our IG account to date at that time
10 2017 Highlights: Toronto Influencer Chris Hau A two minute tour of Ottawa! Fall Adventures in Ottawa
11 2022 Strategic Goals and Actions
12 2022 Strategic Goals and Actions
13 2022 Strategic Goals and Actions
14 CRM and Social Media Listening and Management Tools
15 Marketing Research and Metrics
16 2022 Strategic Goals and Actions
17 2018 Marketing KPIs Awareness Impressions Print, Online and Social Media Views Online and Social Media Consideration Website visits - Google Analytics Website referrals - Google Analytics Hotel referrals - Meridian Purchase Arrivalist data STR - Hotel data STR - Attraction data Experience Engagement Social Media Advocacy Engagement Social Media #MyOttawa Growth
18 Leisure Target Markets Domestic Ontario Quebec International U.S.A. U.K. France Germany China Pilots Nova Scotia/ New Brunswick Netherlands
19 Marketing Plan Goals Build on the momentum gained in 2017 Implement the Place DNA findings to be authentic in our promotion of Ottawa Increase content and promotion of key product and experience clusters Focus more on niche audiences
20 Creative Strategy Testing 4 concepts in testing with Nielsen Canada in English and French Table of results provided December 22, 2017 Final report provided January 10, 2018
21 Media Plan Campaigns Major Festivals and Events o Winterlude o March Break Family o Tulip Festival o Summer experiences, festivals & events, activities Niche Campaigns o Outdoor in the City (skating, rafting, cycling) o Cultural Hub (museums) o Canadiana (Parliament) New Canadians o Urban Vibe Millennials
22 Align to Niche Recommendations Canadiana Rural as a City Cultural Hub Outdoor in the City Urban Vibe Festivals & Events
23 Media Plan Search Marketing Online o Google Display Network (includes retargeting campaign) o YouTube (includes retargeting campaign) o Strategically selected sites (video, display, takeovers, content, mobile) Social Media Geofencing Out of Home
24 Viral Activation Pilot an activation in Toronto with Rethink in February 2018 Have a major impact that leaves people saying wow, I never would have expected that from Ottawa Continue showcasing and building Ottawa s reputation as a fun city Activation with social media amplification and sponsored content KPIs for measurable results We want to do more of these in 2018
25 Website Content Content editorial calendar o Mapped to support the media plan o Promoted through our social media channels and ers o Great content for members to share through social media
26 Influencer Visits Influencer visits throughout the year aligned to product/experiences niches
27 2018 Co-Marketing Partnership Opportunities Co-Marketing Opportunities o Niche campaign media opportunities o Attractions Ontario ad space o Website banners o er inclusions o Influencer visits o Instameets o Guest blog posts o Social media campaign co-investment 50/50 Contests o Promotion and prizing
28 Destination Ontario Co-Marketing Where Am I campaign 50/50 cost share Tactics customized based on our objectives, focus, target audience, region/market, timing, and budget
29 International Markets
30 Destination Canada: NorthStar 22 Participation by Provinces, Territories, and Cities Multi-year commitment (non-binding) Objective: 25 million international visitors to Canada, spending $25 billion, by 2022 Channels: Consumer Direct, Travel Trade, Media Relations, and Business Events Canada Research: Partners have access to traveller intelligence research Traveller movement data Traveller spend data KPIs: Dashboards at the city level that track and provide results
31 NorthStar 22 International Investment United States Connecting America consumer program with Destination Canada Dollar for dollar matched consumer market investment United Kingdom Consumer and trade investment with Destination Canada Dollar for dollar matched consumer market investment France Consumer and trade investment with Destination Canada Dollar for dollar matched consumer market investment
32 NorthStar 22 International Investment China Consumer and trade investment in partnership with Destination Ontario Dollar for dollar matched consumer market investment Germany Consumer and trade investment in partnership with Destination Ontario Dollar for dollar matched consumer market investment
33 Additional International Investment France Pilot project with Outaouais Tourism Expect additional investment from Tourism Quebec, Destination Ontario, Destination Canada Netherlands: Pilot project with Destination Canada and Destination Ontario China Social media initiatives (WeChat, Weibo etc.) Maintaining ottawatourism.cn
34 What Can You Do? Align how you promote the city with the Ottawa DNA Amplify our content efforts, articles and videos Encourage sharing of local pride
35 Thank you!
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