2017 Partners for Success Workshop. March 8, 2017

Transcription

1 2017 Partners for Success Workshop March 8, 2017

2 Today s Purpose An intimate setting to provide an on-rap into destination marketing organizations and tourism sales & marketing Provide an overview of our organization and platforms Meet some key people Make sure your foundational details are taken care of Network

3 Members from Across the Region

4 Destination Marketing Framework Legislated provincially in British Columbia Enabled by accommodation sector, municipalities, and industry coming together Tourism is largely local small and medium sized businesses coming together under a common tourism brand Customers choose place first then businesses Competition is other destinations and other customer choices

5 Why We Exist Mission We inspire the world to experience our destination Vision Tourism Victoria will be internationally recognized as a leader in sustainable tourism development, ensuring Greater Victoria remains one of the top destinations in the world

6 Why We Exist: Customer Recall Source: Tourism Victoria Exit Survey, 2014

7 Why We Exist: Stakeholders

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15 What Are You Doing as an Encore? Building the business day by day: Brick by brick Solid strategy Rock solid execution

16 Strategic Framework

17 Strategic Objectives Grow Rate and Volume: Focus efforts to generate demand for the must-visit destination with an emphasis to drive revenue and growth Addressing Seasonality: Promote Greater Victoria as a year-round destination that includes building equity around shoulder and off-season opportunities Destination Management: Work with industry on select, but critical policy and supply side drivers of destination success Telling Tourism s Story: Increase appreciation and support for Greater Victoria s vibrant visitor economy

18 Sophisticated Board of Directors Evolving from a Policy to a Strategy Focused Board Deep experience and business acumen Community leaders and industry experts Provide deep support and independent oversight to management

19 Strong Resourcing: Respectful of Purpose

20 Brand Promise Victoria is where old-world tradition meets new-world experiences. Our guests are rejuvenated by fresh ocean air and inspired by our warm, island welcome and year-round natural beauty.

21 Strategic Objectives Grow Rate and Volume: Focus efforts to generate demand for the must-visit destination with an emphasis to drive revenue and growth Addressing Seasonality: Promote Greater Victoria as a year-round destination that includes building equity around shoulder and off-season opportunities Destination Management: Work with industry on select, but critical policy and supply side drivers of destination success Telling Tourism s Story: Increase appreciation and support for Greater Victoria s vibrant visitor economy

22 Destination Marketing Media Relations Content Marketing

23 Marketing Calendar 2017

24 High Performing Website Desktop & Mobile 2.0 million sessions 3.28 pages per session 5 million page views Complete rebuild ongoing

25 Strong Digital Platforms 150, K 35K 36K 30K

26 Integration of Efforts Membership Aligning the destination in our messaging Media Relations Warming up the market with editorial coverage Destination Marketing Extending the direct invitation to consumers Travel Trade Building shelf space through the trade channel Visitor Services Servicing the visitor when they get here and maximising sales of member product

27 Meetings & Incentive Travel

28 Aggressive In-Market Representation

29 Developing Delegate Services Tourism Victoria and VCC are now one team VIP Program for members and delegates Onsite volunteers referring member business.

30 Travel Trade

31 Modernized Travel Trade Focus on: Sales blitzes, shelf space, contracts and overnight stays

32 Visitor Services Member Services

33 2016 Will Be Successful IF We grow Visitor Centre traffic to 300,000 We grow Visitor Centre Sales to $1.65M We grow membership to 1000 business listings We improve membership engagement

34 Member Services Your First Point of Contact Penny and Heidi are your advocates within the organization Have my full support Work with our teams to

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