Tourism Calgary Fall Co-op Campaign

Transcription

1 Tourism Calgary 2015 Fall Co-op Campaign

2 agenda introductions 2015 Marketing Plan campaign context why co-op? key learnings creative direction media plan questions

3 2015 marketing plan highlights questions?

4 key marketing objectives Energize our Brand - Grow Tourism Revenue - Tourism Community broaden perceptions of Calgary regionally, nationally and internationally increase weekend visitation and overall tourism revenues by attracting more visitors from our key markets aligning Tourism Calgary s efforts with our industry partners

5 2015 markets Regional Long-haul Canada/ U.S. International Sustain Edmonton Saskatoon Regina California United Kingdom Australia Japan Grow Toronto Vancouver China Germany

6 2015 marketing scorecard 2015 goal visitcalgary.com visitation 1,667,500 (18%+) referrals to industry visitcalgary.com 247,250 (15%+) social media engagement 240,000 (37%+) public relations (ad equivalency) $6,250,000 (3%+) joint marketing agreements 23,000 (15%+) on-line travel agents 50,000 (11%+) brand image alignment 66% (benchmark) marketing support investment $290,000 (6%+)

7 campaign context

8 2014 highlights evolution of RIGHT HERE calgary 48 platform successful in motivating travellers marketing as a collective

9 the overall why commitment to grow tourism revenue to $2.3 billion by 2020 but, how? by generating significant & sustainable increases in tourism revenue across the industry

10 why fall? aligns with needs period for industry visitors are more likely to stay in a hotel (56%) (correlated to attractions visitation, shopping etc.)

11 what does the campaign need to do? generate action convince regional audiences to book a trip to Calgary today successfully overcome the primary barrier to visitation - motivation

12 lead time to book 1 week to 3 months shorter and shorter lead time to book increasingly spontaneous

13 who is our target? Alberta & Saskatchewan edmonton (56%) regina (10%) saskatoon (9%)

14 regional markets VISITATION Regional National US International accounts for 53% of total visitor spending in Calgary $828M spent invested heavily % 6% 4% awareness is high 76% * 2012 Travel Survey of Residents of Canada (TSRC) Spending by visitors to Calgary from Alberta and Saskatchewan

15 visitor segments primary - families (57% of hotel stays) grown families (23%) young families (21%) pre-school families (13%) secondary - young adults (25% of hotel stays) bachelors (18%) young groups (7%)

16 market behaviour

17 regional preferences edmonton attractions, culture (festivals/events), sports, what s new, culinary regina & saskatoon shopping, attractions, dining

18 frequent vs. infrequent frequent VFR (76%) shopping, dining, local food scene, unique neighbourhoods, beer culture infrequent VFR (38%) shopping, attractions, daytrips

19 what do they think now? need a going to reason hard to find beyond VFR Calgary has nothing new to offer It will always be there I can go anytime

20 barriers to visiting Calgary motivation accessibility other places to go no real reason to go already been to Calgary hard to navigate heavy traffic too expensive high gas prices poor weather not unique enough too far too crowded nothing to do there too boring don't know enough about it attractions too far apart not well promoted poor previous experience safety concerns info hard to find 2% 9% 8% 6% 6% 6% 6% 5% 17% 15% 14% 12% 21% 25% 28% 27% 29% 29% 40% 31% motivation 27% cost/hassle 23% congestion 14% excitement 5% awareness Source: Tourism Calgary Regional Travel Behaviour Study, 2011

21 we want them to think I need to book my trip to Calgary now! short overnight trips are an easy way to escape daily routine Calgary is a compelling destination and will inspire and surprise me every visit Calgary offers endless experiences, adventures, and memories

22 we want them to do be motivated to book a trip seek more information compel travellers who have visited multiple times to return to city on weekends

23 regional positioning regionally Calgary is the vibrant city. experience the energy of our shopping, dining, attractions, festivals and events. VIBRANT CITY we are perfect for a weekend urban getaway. Calgary Stampede Attractions Shopping Sports/Cultural Events Nightlife

24 the main idea regional travellers need to book a trip today experientially, Calgary can deliver on the weekend getaway they are looking for and 48 hours in Calgary is the perfect escape

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26 why co-op marketing? other activities

27 benefits of co-op marketing regional visitor spending and awareness is high, targeting a prime market unification in one campaign, one voice, selling one destination cost-effective

28 cost effective eligible for co-op funding from Travel Alberta media buy savings an estimated 15% savings negotiated in fall funding example Tourism Calgary 161k partners 197k Travel Alberta 156k Total 514k

29 what have we learned so far?

30 past coop campaigns 2011: Experience WOW 2012: BE 2013: Known/Unknown, Doors Open, + Destination Video 2014: RIGHT HERE, Calgary 48

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32 key learnings imagery experiences that are unique to Calgary experiences that are easily linked to Calgary depicts the city in the background a collection of experiences is more compelling travellers cannot imagine themselves within the experience are not unique to Calgary are too upscale or unrelatable

33 key learnings messaging shift perceptions from product to experience educate/inform travellers about Calgary evoke an emotional reaction

34 key learnings packages & offers preference for transparent, total cost the inclusion of several offers is compelling clear call to action beyond experiences, travellers are looking for discounts and deals to further motivate a visit particularly discounts on hotels and attractions

35 key learnings mediums digital space aligns offer-focus on the path to purchase optimization is key consumers not wary of online ads

36 2015 fall co-op campaign

37 2014 campaign results paid overall campaign impressions: 68,364,958 67% above the campaign goal 45,397 (+25%) room nights $6,126,334 (+9%) hotel gross bookings unpaid (Tourism Calgary channels) 41,750 visits /calgary48 conversion rate of 18% 7,428 partner referrals social engagements: 45,568 (+117%) social media audience: 106K reach newsletter : >23K reach

38 timing launch mid-october complete end of January

39 measuring success sales partner sales (packages & tickets) referrals campaign will be led by packaging/offers

40 measuring success awareness & engagement visitation to vc.com (+15%) social media engagement (+20%) advertising imp. & click-thrus (TBD)

41 creative calgary 48 platform should showcase authentic experiences that evoke emotion calgary-centric imagery campaign led by offers and packaging

42 calgary 48 idea: reinvent the weekend show them: the amazing possibilities 48 hours holds launch: targeted digital ads with kinetic visuals landing page: showcase things to do & 48 hour packages

43 key learnings calgary 48 effectiveness high, recall TBD well-understood, clear and informative reinforce near-term visitation among those planning to visit increase likelihood of visitation among those not already planning to visit

44 key learnings The research showed that those who viewed the Calgary 48 ads were twice as likely to consider Calgary when travelling then those who viewed the Right Here ads with no Calgary 48 extension which ran over the previous summer.

45 key learnings The approach is on-target - the Calgary 48 concept was well-received and showed experiences that would provide motivation for travellers to head to Calgary. Travellers were more likely to consider Calgary as a destination as a result of seeing this campaign. -Stone-Olafson, 2014

46 creative other activities

47 digital display

48 digital display

49 digital display

50 digital display

51 landing page

52 48 category section

53 event calendar

54 twitter

55 facebook

56 native placements

57 media plan

58 media objectives: promote Calgary and Tourism Calgary s partners in selected markets support booking / referral objectives for Tourism Calgary Co-op partners markets: primary: Edmonton, Saskatoon, Regina secondary: Alberta (excluding Calgary), Saskatchewan, SE BC audience: shoppers, diners, and bon vivants families (A35-54) - skew Females with children 6-17 in household young adults (A25-49) with disposable income targeting to be tailored to specific audiences pending finalized creative messaging

59 media strategy execute a two-pronged program consisting of: Calgary brand: offer-driven branding advertising designed to drive website visitation and sell packages online (display, Facebook, Twitter, OTA (Expedia), native advertising) co-op support: tactical partner messages for specific packages what makes sense for your package / offer I.E: GDN, FB, Suite 66, FlyPixl, etc.

60 partner ads support bookings / lead referrals objectives via the landing page media should allow for quick-turnarounds and be scalable media recommendations based on packages / budgets / objectives primary recommended media: online display (IAB Standard Ad Units) Facebook (Platform Ads) Twitter (Platform Ads) additional media options could include: print radio targeting options include: geography, demographics, audience clusters, behavioral targeting and retargeting. Schedules to be purchased on ad networks and online exchanges

61 media benefits: your brand featured as an integrated part of a broad-reaching campaign. top-of-mind awareness among active prospects. significant cost savings versus standalone initiatives.

62 partner online display 300x250 Ad Units performance based CPC schedules Suite 66, FlyPxl, GDN CPM schedules optimized to CTR / CPC objectives Exchange Lab, eyedemand Sample Schedules (4 weeks): Market Weight (Minimum) Gross (Incl Fees) Partner Gross (50%) Alberta (Excl YYC) 1,600 Clicks $4,380 $2,190 Edmonton 800 Clicks $2,940 $1,470 Saskatoon 250 Clicks $1,950 $975

63 partner - facebook newsfeed, mobile newsfeed ads Market Weight (Minimum) Gross (Incl Fees) Partner Gross (50%) Alberta (Excl YYC) 1,000 Clicks $2,221 $1,110 Edmonton 525 Clicks $1,522 $761 Saskatoon 250 Clicks $1,118 $559

64 partner - twitter tactical ads targeted by demo, interests, and hashtags Market Weight (Minimum) Gross (Incl Fees) Partner Gross (50%) Alberta (Excl YYC) 1,000 Clicks $1,846 $ Edmonton 525 Clicks $1,147 $ Saskatoon 250 Clicks $743 $371.50

65 partner - custom custom media recommendations available built around objectives, markets and budget levels mediums could include digital and traditional (print/broadcast) pending budget

66 extending the reach marketing team

67 extending the reach beyond the media buy content social media visitcalgary.com other tourism calgary channels

68 content & social media bringing 48 hours in Calgary to life inspiration & awareness address research-identified barriers promoted through Tourism Calgary channels

69 social media

70 landing page

71 video content

72 video content

73 video content

74 visitcalgary.com partner page enhancements, linking strategy, fall landing page seo & sem inclusion in booking widget (JackRabbit) homepage features newsletter to 23k subscribers event calendar & mobile banner support

75 budget $ K (estimated) Tourism Calgary investment Travel Alberta investment partner investment

76 process partnering: Tourism Calgary will meet with you and gather relevant information timing, budget, markets, promotion / offers packaging: offers loaded into booking engines complementary partner offers can be packaged together based on budget, target market, timing, etc. planning: Venture will develop a custom media schedule based on the parameters of the package and objectives of the partners performance: the planned schedule will run. Reporting will be provided once the campaign has completed.

77 timing w/o Aug 31 partner confirmations w/o Sept 7 media recos and confirmation w/o Sept 14 offers & assets w/o Sept 28 creative proofs w/o Oct 5 creative approvals w/o Oct 12 trafficking/ in market

78 questions?

79 thank you