PARTNERSHIPS STRATEGY. Sleeping Giant Provincial

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1 PARTNERSHIPS STRATEGY 1 Sleeping Giant Provincial

2 EXECUTE AN EFFECTIVE PARTNERSHIP STRATEGY STRATEGIC APPROACH: Ontario Brand Leadership: brand platform and guidelines, assets, support programs Support the Ministry s Tourism Action Plan - alignment Impactful partnerable opportunities and touch points across the purchase cycle Actively reach out and collaborate with Ontario industry partners MARKETING OBJECTIVES: Build a powerful brand that drives results Extend marketing reach Achieve brand alignment with industry BUSINESS OBJECTIVES: Support industry and align stakeholders Achieve new partnerships Generate revenue and leverage Increase visitation and spend and move more people throughout the province 2

3 COLLABORATION OPPORTUNITIES OTICS 3

4 COLLABORATIVE PROJECTS Indigenous Francophone Group of Seven Experiential theme e.g. cycling (for discussion) 2016 INDIGENOUS CAMPAIGN Stakeholder outreach to ensure robust product offering on ontariotravel.net Digital campaign to drive traffic to indigenous cultural pages on ontariotravel.net Strong performance (June 13-August 7): 22,565 visits 2,835 leads to partners 875% increase in leads 4

5 PARTNERED MARKETING 5 Autumn Liggett

6 PARTNERED MARKETING STRATEGY REVENUE $10,000,000 $8,000,000 $6,000,000 $4,000,000 $2,000,000 0 REVENUE AND LEVERAGE FORECASTS Cash Revenues Leveraged Cash OTMPC PROGRAM AREA Leveraged In-Kind STRATEGIC APPROACH Maintain strong tactics and introduce new, high-impact opportunities that align with the Ontario brand platform Targeted engagement with RTOs, Associations, DMOs and the private sector Focus revenue generation and leverage on aligning with and extending Ontario Brand Static targets from reduced revenue and greater emphasis on leverage compared to

7 2016 IMPACT SNAPSHOTS 3,566 Facebook Likes SOCIAL MEDIA VISIT: TOURISM TIMMINS 63,836 Facebook Reach 24,445 Twitter Impressions 14,000 Visits to Website CONTENT PARTNERSHIP ATTRACTIONS ONTARIO Included OTMPC channels and paid media channels OTMPC 19,980 Leads PAID MEDIA RESULTS INCLUDE: 5,119 Leads 35.1% Conversion 7

8 MAINTAIN PARTNERED MARKETING OPPORTUNITIES SOCIAL MEDIA VISITS 1-day OTMPC visit by OTMPC s social media lead social channel(s) posting(s) feature mentions of partner s social channels & hashtag of choice Post-promotion stats report provided to partner TRAVEL INFLUENCER PROGRAM (1 AVAILABLE) Influencers engaged to experience different parts of Ontario to build social conversations among their followers (e.g. Youtubers, Instagrammers) Social channels to be confirmed with partner Influencer costs to be negotiated with partner 8

9 MAINTAIN PARTNERED MARKETING OPPORTUNITIES PRINT PUBLICATIONS SUMMER MAGAZINE Markets TBC US Border of most interest to partners Where Am I? Platform Essence LGBTQ In-market Spring 2017 Distributed at international trade shows and targeted consumer shows 1 DIGITAL ASSET ACQUISITION OTMPC will photo/video shoot your experience/product Provides partner with opportunity to build their image bank and assist with their video needs 9

10 NEW PARTNERED MARKETING OPPORTUNITIES 1 "Where Am I?" Partnerships 2 "Always On" Sponsored Stories 3 International Opportunities 10

11 "WHERE AM I?" CONVERGENCE OF THE BRANDS EXAMPLE Where Am I? is flexible and can adapt to incorporate partner messaging For example, Niagara Claim the 8th + Where Am I? could look like this NIAGARA :15 VO: I m not a kettle, but I boil over. (Rapids) Rising up strong but going down slowly. (Winery) I m the eighth wonder when there are only seven. (Falls) Where Am I? SUPER: Ontario 11

12 "WHERE AM I?" VIDEO & PHOTOGRAPHY ASSETS OTMPC HAD AN EXTENSIVE SHOOT SCHEDULE Many locations were featured in the :60 and the 2 x :15 s or the photography materials (banners, cinema posters, social posts etc) There is still a lot of video footage and photography that we haven t yet used AS WE LOOK AT CREATING NEW MATERIALS FOR THE NEXT PHASE WE CAN WORK WITH YOU IN TWO WAYS: 1. Utilize existing video and photo assets and create new campaign materials around those products 2. Go out and shoot new products in the Where Am I? style that promotes what s unfamilar in your region and develop new campaign materials accordingly OTMPC will cost share on the photography and video shoot 12

13 17/18 "WHERE AM I?" PAID MEDIA & PARTNERSHIP OTMPC PHASE APR MAY JUN JUL AUG SEP OCT NOV DEC JAN FEB MAR WAI AWARENESS WAI DIGITAL SEM OTMPC & PARTNERS WAI OOH WAI DIGITAL SPONSORED STORIES ON PUBLISHER NETWORK MARKET FOCUS: Ontario English & French with some opportunities in French Quebec, near border U.S. states MEDIA PUSH: When applicable, will support for special events, occasions, holidays, and/or long weekends PARTNER FOCUS: Open to all partners. 13

14 "WHERE AM I?" PARTNERSHIPS - DIGITAL OPTIONS OPTION #1 - BANNERS & SOCIAL MEDIA OPTION #2 - VIDEO PREROLL June 2017-March time slots, one partner per time slot, each 8 weeks long. OTMPC and partner to create a riddle and image in the spirit of "Where Am I?". The CTA would direct consumers to the partner site to learn more about the region featured in the banner and social media or video pre-roll. 14

15 WHERE AM I? PARTNERSHIP - OOH April May time slot that is 8 weeks long that is augmented by OTMPC s Where Am I? campaign at the same time (TV and digital). Multiple partners minimum of 4 with no maximum. Posters would feature landscapes you would never expect to see in Ontario asking you one question, Where Am I?. But when you take a photo of the poster with a flash, the answer appears. Revealing posters would be a first in the Travel and Tourism category and create strong visual impact for Ontario tourism and its partners. 15

16 "ALWAYS ON" SPONSORED STORIES May 2017-March time slots, one partner each, for 6 weeks long Three sponsored stories per time slot dedicated to partner s core message/ product on large and trusted media properties Guaranteed content views and traffic drivers throughout publisher s network Paid promoted social posts supporting the sponsored stories Co-branded inspired by the sponsored story content SPONSORED STORY CO-BRANDED PAID SOCIAL MEDIA 16

17 "ALWAYS ON" SPONSORED STORIES May 1- June 11 June 12- July 23 July 24- Sept. 3 Sept. 4- Oct WEEK PARTNER CAMPAIGNS Oct. 16- Nov. 26 Nov. 27- Jan. 7 Jan. 8- Feb. 18 Feb. 19- Mar. 31 MARKET FOCUS: Ontario English (with opportunity for additional exclusive French campaigns in Quebec), near border U.S. states PARTNER FOCUS: Open to all partners CO-BRANDED S: Available only through Always on partnerships 17

18 INTERNATIONAL PARTNERSHIP POSSIBILITIES Ontario-led consumer campaigns Destination-Canada led consumer campaigns Joint Marketing with Travel Trade Media Events and Familiarization Tours Key Events: ITB, WTM, Showcase Asia, etc. 18

19 19 OTICS

20 ONTARIO TRAVEL INFORMATION CENTRES STRATEGIC APPROACH: Visitor Engagement Explore new opportunities to engage visitors (increase visitors and engage visitors outside the centres) Social Media Expand social media engagement opportunities with industry (increase ambassadors) Media Relations/Broadcast Leverage greater media exposure (optimize broadcast program and events reporting) Sales Develop strategic retail programs (attraction tickets, accommodation reservations, merchandise) Outreach Provide opportunities to showcase and sell products/services MARKETING OBJECTIVES: Increase visitation, spend, encourage longer stays and diverse experiences BUSINESS OBJECTIVES: Increase: Visitors to the Centres Direct sales Retail Sales Effectively service centre visitors Expand media relations/broadcast and social media programs 20

21 ONTARIO TRAVEL CENTRE RESULTS VISITOR ENGAGEMENT 2015/16: million visitors to the OTICS 2015/16: Queenston/Lewiston Summer Satellite location engaged 3,000 visitors in 35 days MEDIA RELATIONS/ BROADCAST 2016/17: Q Media outlets generating 17,791 free airtime minutes; 3,627 broadcasts, 9,233 electronic reports 25 Earned on-site media partnership engagements SOCIAL MEDIA 2015/16: 4 Social Media Ambassadors - 504K viewer impressions 2016/17: Q-1 8 Social media ambassadors 898K viewer impressions DIRECT SALES PARTNERSHIP/OUTREACH RETAIL SALES 2016/17: Q-1 Reservations 251 rooms, 324 room nights, generating $52K 2016/17: Q-1 26 partners generating $301K 2016/17: Q-1 $148K in advertising sales 2016/17: Tourism Week 113 industry partners, 29 media outlets, 7,200 consumers, $28K industry prizing 2015/16: Conference 130 delegates, 25 industry exhibitors, 10 FTP participants 2015/16: $693K in sales 2016/17: Q-1 $266K in sales 21

22 ONTARIO TRAVEL INFORMATION CENTRE PROGRAM STRATEGY SOCIAL MEDIA Expand social media engagement opportunities with industry: Increase social media ambassador capacity across all OTICS Increase earned engagement social media posts Create partnered specialized on-site social media engagement VISITOR ENGAGEMENT Explore new opportunities to engage visitors: Increase number of visitors to OTICS by 2% Engage visitors outside of OTICS (i.e. roaming travel counsellor) Establish electronic kiosks at 20 ONroute Service Centres along 400/401 corridor MEDIA RELATIONS/BROADCAST Leverage greater media exposure: Specialized broadcasting reports (i.e. fall color, snow reports, etc.) Earned Onsite Media partnership engagements (i.e. Perch Festival in Orillia with Sunshine 89, Fresh FM Broadcast live from Santa s Village) Special events reporting 22

23 ONTARIO TRAVEL INFORMATION CENTRE PROGRAM STRATEGY RETAIL SALES Increase consumer access to tourism products/services: Merchandising Foreign Currency Exchange Fishing/Hunting & Camping Licenses Gift Certificates (i.e. Resorts of Ontario) DIRECT SALES Develop strategic partnership programs that contribute to ROI: Hotel Reservations Tourism Attractions Passes Tour package bookings Transportation (i.e. VIA Rail tickets) Advertising programs PARTNERSHIP/OUTREACH Provide tourism industry with opportunities to showcase and sell products/services: Engage in Tourism Week launches Participate in Annual Conference Partner on retail sales and advertising Leverage consumer intelligence ONroute Electronic Kiosks 23

24 MAINTAINED PARTNERED MARKETING OPPORTUNITIES OTIC AND ONROUTES DIGITAL ADVERTISING 11 CENTRES and 20 ONROUTE LOCATIONS VISITATION: OTIC 1-MILLION/YEAR ONROUTE 500K/DAY 24

25 NEW OPPORTUNITY: ONROUTE ELECTRONIC KIOSK Opportunities to engage with 500K travellers per day, through new: Triple-sided free standing interactive kiosk at 20 Onroute Service Centres along 400/401 corridor Partner spots played on three screens Access to ot.net content and partner websites Gaming component designed to engage and educate traveller Mobile download and social media channel engagement 25

26 NEW OPPORTUNITY: OTIC BROADCAST/MEDIA Opportunities exists to engage with media through earned partnered programs: 1 Specialized broadcasting/event reporting reaching 174 media outlets 2 Invest in earned on-site media engagement opportunities 3 Specialized on-site social media engagement 26

27 NORTHERN MARKETING 27

28 NORTHERN PARTNERSHIP STRATEGY STRATEGIC APPROACH: Continue to collaborate, align and partner marketing efforts with industry to increase visitation and tourism expenditure in Northern Ontario and from specific avid segments (Angling, Touring (Powersports) Nature and Adventure and Hunting) Focus on priority geographic markets of Ontario, US near border states, and UK and Germany Implement the Strategic Direction for Marketing Tourism in Northern Ontario developed by OTMPC in collaboration with the Northern Committee and RTO 12 & 13 Continue to focus on National Angling Partnership based on the results of the 2016/17 Destination Canada Co-op program led by Manitoba Optimize Northernontario.travel maintain and operate the Northern Portal in partnership with Tourism Northern Ontario 28

29 NORTHERN PARTNERSHIP STRATEGY MARKETING OBJECTIVES: Increase consumer visitation and engagement - Ontariotravel.net and Northernontario.travel Generate increased leads to industry and partner itineraries, packages and bookings Focus on consumer segments with a demonstrated interest in the North and an outdoor experience Connected and Up and Coming Explorers, Knowledge Seekers and a secondary focus on Nature Lovers MEASURES: Achieve 2,000,000 web visits and engagement (28.2% increase over 2015/16) Generate 500,000 leads to industry (47.2% increase over 2015/16) 29

30 STRATEGIC DIRECTION NORTHERN ONTARIO Strategic Direction for Marketing Tourism in Northern Ontario developed by OTMPC in collaboration with the Northern Committee and RTO 12 & 13 KEY DIRECTIONS: Northern Ontario will continue to collaborate, align and partner marketing efforts for Northern Ontario Continue to build on Northern Ontario's Unique Selling Proposition of the outdoors / wilderness Strategic product and experience focus angling, culture and heritage, touring, nature and adventure, urban gateways and hunting Priority geographic markets of Ontario, US near border states and UK and Germany aligned and supports OTMPC direction Focus on consumer segments with a demonstrated interest in the North and an outdoor experience Connected and Up and Coming Explorers, Knowledge Seekers and a secondary focus on Nature Lovers IMPLEMENTATION AND PLANNING: OTMPC, RTO s and DMO s : $4.4M budget leveraged $3.3M = $7.75M co-investment 30

31 AVID CONSUMERS OTMPC will continue to focus on provincial Avid Outdoor experiences based on the Strategic Direction for Marketing Tourism in Northern Ontario: Angling, Touring (Powersports), Nature and Adventure, and Hunting. Campaigns aligned and support the Where am I brand framework CONSUMER TARGET: AVID consumers with a passion and commitment for an outdoor activity GEOGRAPHIC TARGET: Ontario, Near Border US States, United Kingdom and Germany 31

32 WHERE AM I NORTHERN ONTARIO Content distribution and engagement campaign focusing on Northern Ontario regional and urban travel experiences based on success and learnings from the 16/17 program Evolution of Explore the Possibilities in Northern Ontario to Where Am I brand framework Continue with digital content engagement strategy leading consumer to an itinerary or buyable experience Consumer Target: Up and Coming Explorers Geographic Target: Ontario and near border US states 32

33 2016/17 NORTHERN ONTARIO PROGRAM PRINTED MAGAZINE SUPPORTED WITH SOCIAL MEDIA DIGITAL EBOOK SUPPORTED WITH DIGITAL ADS AND SOCIAL MEDIA DIGITAL CONTENT DISTRIBUTED THROUGH NATIVE, DIGITAL AND SOCIAL MEDIA ADS 33

34 NORTHERN CONTENT PROGRAM COMPARATIVE SUMMARY 2014/ /2016 % CHANGE CAMPAIGN DIRECTION Printed Book Digital Content BOOKS PUBLISHED 810,000 0 EBOOK VISITS 0 310,624 OT.NET VISITS (*) 371, , % OT.NET/NORTH VISITS 43,825 32,515-26% SOCIAL ENGAGEMENTS 14, , % SOCIAL CLICKS 12, , % LEADS GENERATED TO INDUSTRY 12,000 24, % Note (*) For the period January 1st to March 31st Northern Campaign is one contributing factor to the growth of visits to OT.net overall. 34

35 ADVERTISING PLACEMENT RECOMMENDATION ONTARIOTRAVEL.NET/ NORTH (CTA) NORTHERN CONTENT SITE (CTA) Goal: Distribute content created through multiple placement techniques. This includes digital, social and native with key travel & leisure sites with market presence in key geographies where our target market travel. Initial media placement ideas: Example of potential travel related-publishers include Midwest Living, AAA and Travel & Leisure. OTMPC social channels, #discoveron and will be a key component of the 2016/17 campaign to drive consumer interest to OT.net/north. Images and messages will align with featured content providing a link to the complete content Packages featured will support content featured in social/hashtag and s. Resources will be featured (rotated) on OT.net and OT.net/north - such as City guides, itineraries and Group of Seven Engaged audiences exposed to our native advertising, social advertising, and display advertising would link out to the Northern Content Site (northernontario.travel) to experience additional content and/or gain more information on the regions/cities activities and attractions The Northern Content Site offers substantial supplemental content and the ability to setup a relevant new section for content. This new section on the Northern Content Site can be used to drive traffic directly to relevant operators and online booking engines or regional/city referral websites to meet our objectives. 35

36 PROGRAM OBJECTIVES 60% 40% ENGAGEMENT Achieve approximately 20% increase in leads to regional landing / package pages operated by Northern Ontario cities / regions participating in the program from the Northern Content Site (20,000 vs 16,500) or from OntarioTravel.net/North Achieve an approximate 30% increase in traffic to the program CTA page (Northern Content Site) from native, digital and social advertising (400,000 vs 311,000) ACTION Establish baseline target of 250 or more reservations through online booking engines referred from the newly created section on the Northern Content Site or from package links on OntarioTravel.net/North Establish baseline target of 250 downloads / interactions with program digital assets (itineraries, city guides, etc.) found on the Northern Content Site Achieve an approximate 11% increase in clicks from native digital and social ads (300,000 vs 269,000) while maintaining above industry benchmark CTR (0.20% %) 36

37 NORTHERN CONTENT & ENGAGEMENT DISTRIBUTION CAMPAIGN CONSUMER JOURNEY ENGAGEMENT PAID + OWNED + PARTNERED CHANNELS ACTION OWNED + PARTNERED CHANNELS OTMPC Social Channels OTMPC ONTARIOTRAVEL.NET/ NORTH ONTARIOTRAVEL.NET/ NORTH PACKAGE BOOKINGS #DISCOVERON NATIVE ADVERTISING (ex. AAA, Midwest Living) DIGITAL DISPLAY/SEM ADS (ex. Google, YouTube) SOCIAL MEDIA ADVERTISING (ex. Facebook Video Ads) OTHER MEDIA OPPORTUNITIES (ex. Trip Advisor) NORTHERN CONTENT SITE NEW CONTENT SECTION YES! Booking link available on Northern Content Site READY TO BOOK? NO, need more info YES! Booking link not available on Northern Content Site PARTNER/CITY/REGION BOOKING ENGINE OR WEBSITE WITH BOOKING CONTACT INFO DIGITAL ITINERARY DIGITAL CITY GUIDE DIGITAL GROUP OF SEVEN GUIDE OTHER TRIP ADVISOR METRICS 1. Leads to regional landing / package pages operated by Northern Ontario cities / regions participating in the program from the Northern Content Site 2. Traffic to the program CTA page (Northern Content Site) from native, digital and social advertising 3. Clicks from native digital and social ads 1. Reservations through online booking engines referred from the newly created section on the Northern Content Site or from package links on OntarioTravel.net/North 2. Downloads / interactions with program digital assets (itineraries, city guides, etc.) found on the Northern Content Site 37

38 PARTNERSHIP PROJECT: AVID CONSUMER SHOWS Continue to partner with industry stakeholders and show promoters to attend and create an Ontario presence at targeted powersport consumers shows. 2015/16 9 consumer shows with 40 industry stakeholders, DMOs and RTO s 1.5M visitation; 338,550 leads 2016/17 8 shows planned with anticipated 40 + partners Ontario (2), near border US (2) and Quebec (4) 38

39 GROUP OF SEVEN OTMPC in collaboration with the leading cultural agencies, tourism stakeholders and RTO s is leading the development of a partnered marketing campaign for 2017/18 A working group has been established to guide the development of the partnership program The partnership will build upon Tourism Northern Ontario s Group of Seven product development strategies 39

40 40 PROGRAMS

41 TOURISM INDUSTRY PARTNERS PROGRAM (TIPP) PERCENT BY CONTRIBUTOR OF $4M TOTAL MARKETING PROGRAM VALUE 1% 12% 28% STRATEGIC APPROACH Increase participation Extend partner reach Maximize budget 14% 8% LEGEND OTMPC RTO ATT/Events DMOs Corp Trans ACC 20% 17% PAST PERFORMANCE In , TIPP co-invested over $1.1M to 14 consortiums with 69 partners (total marketing program investment of $4M) SUCCESS SNAPSHOT TOGA: Tourism Toronto, OTMPC, Greater Toronto Airport Authority, and Air Canada 23,517 tickets sold $11.255M in revenue generated 41

42 NORTHERN PARTNERSHIPS PROGRAM OTMPC Northern Partnerships will continue to invest in collaborative industry led partnerships that support the Strategic Direction for Marketing Tourism in Northern Ontario PRIORITIES: National Angling Partnership based on the results of the 2016/17 Destination Canada Co-op program led by Manitoba Group of Seven Partnership OTMPC will continue to lead a partnered marketing campaign Northernontario.travel maintain and operate the Northern Portal in Partnership with Tourism Northern Ontario 42

43 NORTHERN PARTNERSHIPS PROGRAM 16% 9% 32% STRATEGIC APPROACH Continue engaging partners in impactful programming to drive visitation and spend in the north PAST PERFORMANCE $632,000 invested in 7 industry lead partnerships generating $1.375 million in industry investment 20% LEGEND OTMPC RTO 13 DMO Industry Gov't 23% SUCCESS SNAPSHOT Program with Tourism Northern Ontario, Porter Airlines and the 5 Northern cities generated 400 return flights to Northern Ontario and influenced an additional 34,000 ticket purchases to Northern destinations 43

44 ONTARIO SIGNATURE EXPERIENCES The Ontario Signature Experience program is now accepting applications PROGRAM ELEMENTS Self-assessment questionnaire Continuous intake process Evaluation committee of industry representatives coordinated by OTMPC OTMPC recommends appropriate OSE candidates to Destination Canada for Canadian Signature Experience program CURRENT STATUS 59 experiences - 32 Canada Signature Experiences RVC 2014, 2015, 2016 NEXT STEPS Ongoing renewal process 44