Welcome to TRAVEL MANITOBA S PARTNERSHIP SUMMIT & TIAC TOWN HALL JUNE 3, 2015

Transcription

1 Welcome to TRAVEL MANITOBA S PARTNERSHIP SUMMIT & TIAC TOWN HALL JUNE 3, 2015

2 Manitoba Canada s Heart Beats has generated impressive results Raising awareness of Manitoba as a tourism destination by 20% in Calgary, one of Travel Manitoba s key domestic markets. Improving the opinion of air travellers of Manitoba as a potential travel destination by almost 60%. Influencing 38% of air travellers to seek out more information on Manitoba s vacation opportunities. Influencing 76% of air travellers intending to vacation in Manitoba. Source: Probe Research, Travel Manitoba Post Ad Campaign Study, Sept., 2014

3 Brand Recognition WorldMediaFestival TOURISM, a global competition recognizing excellence in modern media based out of Hamburg, Germany Canadian etourism Awards Canadian Tourism Awards Signature Awards

4 Destination Canada Objective: To leverage owned, paid and earned media to create excitement and engagement Market Focus: Minneapolis, Chicago, California Manitoba will receive highly targeted and "look alike" audiences

5 Record Levels of Partnership Over 150 partners New Invest in Tourism Partners

6 New Partnership Opportunities for 2015/16

7 travelmanitoba.com Sessions Users 2014/ / / , ,837 30% 2013/ , ,900 30% Banner Ads Impressions 2,941,340 (2014/2015) Banner Ads Clicks 2,203 (2014/2015) Outbound Links 30,791 (Since Sept ) Full year stats April 1, 2014 March 31, 2015 Outbound tracking wasn t implemented until September 1, 2014

8 Pay Per Click Campaigns Impressions Clicks 2013/ / / ,940,036 11,406,308 4% 85, / ,951 21% Manitoba Hot Pageviews 311% Consumer E-newsletters Total Subscribers 7,626 71, ,143 Avg Click Rate 1.4% Avg Open Rate 19%

9 Social Media Engagement (2014 Benchmark) Facebook 239,785 YouTube Twitter 14,523 Total Engagement 401,089 Instagram 83,561 Views - 459,036 Minutes Watched 248,560 Pinterest 63,220 Facebook engagement increased by 358% in 2014! Engagement: Number of times a person interacted with a post.

10 Trip Advisor Objective: To increase our online reach, secure our brand, and deliver valuable content about Manitoba as a destination.

11 Content Marketing Initiative Objective: Create rich and engaging content to promote a partner's event or attraction. Blog posts Social Media: Facebook, Twitter, Instagram etc. Two-tiered buy-in

12 Facebook Ads Objective: To promote a partner s event or attraction through a targeted Facebook ad.

13 Twitter Posts Objective: To promote a partner s event or attraction through a series of Tweets on our Twitter account.

14 Instagram Meetups Objective: To create a visual journey in real-time of a partner s event or attraction.

15 Winnipeg Free Press Advertising Opportunities Newspaper (print) readership is in decline; however, the WFP is still a valued source of news and information Recently re-designed website currently draws 475,000 page views/day (home page) Responsive design mobile site draws 140,000 page views/day Advertising Opportunities Custom Story Content 21 stories (2/3 page) to run Saturdays from May through September Desktop Digital Ad Support Leaderboard and Big Box on Home page on day of story, 100,000 impressions to provide 25% share of voice. Big Box on story page Advertising widget on Home page to link to industry ads Mobile Ad Support Big Box ad on Free Press responsive design mobile, 35,000 impressions to provide 25% share of voice Banner ad on Free Press I Phone app, 45,000 impressions for 25% share of voice.

16 Media Relations E-Newsletter Write Angles

17 Travel Manitoba s New Visitor Centre Opening Summer 2015

18 WOW Wall 5 screen video wall that is 12 wide X 4 high

19 Heart Wall (47 flat screen) Home Page Tier 1 (top half of page) Tier 2 (bottom half of page)

20 Heart Wall Category Home Page Still to be finalized Tier 1 (top half of page) Tier 2 (bottom half of page)

21 Heart Wall Itineraries on Your trip Itineraries

22 Heart Wall Ads in ed itineraries

23 Heart Wall Partner related content Related Suggestions

24 Lounge Screen 6 wide X 3 6 high

25 Outside Screen Influencing visitation to the centre 6 wide X 3 6 high

26 Green Screen After Before After Before *Mock examples only

27 Visitor Host Station Screens Positioned directly opposite the entrance to the centre

28 Invest in Tourism Level 1 Partners 12 Corporate Partners contributed $25,000 each to showcase Manitoba to prime prospects through advertising on Air Canada domestic and international flights.

29 Invest in Tourism Level 1 Partnership, $25,000 The Invest in Tourism Program was designed to showcase Manitoba to prime prospects through advertising on Air Canada domestic and international flights. The contribution from partners extends the reach and frequency of this campaign. Travel Manitoba recognizes Partner contributions through acknowledgement in: Full page enroute magazine ad Travel Manitoba s industry website E-blasts to Manitoba s tourism industry as requested Half-page profile of your business as an Invest in Tourism partner, in the Winnipeg Free Press Recognition at industry events, including the annual Travel Manitoba Conference and Awards

30 Invest in Tourism Level 2 Partnership, $35,000 Travel Manitoba Visitor Centre, 4.4 million visitors annually One commercial shown on the WOW Wall every hour interspersed between Travel Manitoba branded broadcasts Commercial on outdoor screen Commercial on lounge screen Your message on itinerary s enroute - Full page ad in Spring 2016 Vacation Planner - Full page ad in publication, distributed to 230,000 households in Manitoba, Northwest Ontario, Alberta and Fargo and Grand Forks, ND. Travel Currents - Block ad with link on Industry e-newsletter distributed monthly to our 2,600 members.

31 BREAK

32 Marketing Innovations Exercise What marketing innovations have you encountered in the past year that Travel Manitoba should consider? Describe potential applications in partnership with Travel Manitoba?

33 Honorable Ron Lemieux MINISTER OF TOURISM, SPORT, CULTURE, HERITAGE AND CONSUMER PROTECTION

34 TIAC TOWN HALL