DESTINATION SALES & MARKETING PLAN 2016

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1 DESTINATION SALES & MARKETING PLAN

2 TABLE OF CONTENTS 01/ 02/ 03/ 08/ 09/ 10/ 11/ 12/ Introduction Destination Sales & Marketing Market Overview Sports Tourism Social Media Media Relations What s New for 2016? Team Members A mind that is stretched by a new experience can never go back to its old dimensions.

3 INTRODUCTION The Tourism Abbotsford Society is a dynamic and entrepreneurial city destination marketing organization (DMO). The Society was formed in 2003 and is governed by an industry appointment Board of Directors. The mandate of the organization is to develop and implement effective marketing strategies that will generate increased visitation, extended stays and generate additional revenue opportunities for business in our community. The three primary business functions of Tourism Abbotsford are: 1. Visitor Services Including the operation of a year round visitor centre at the intersection of Delair Road and Sumas Way. 2. The development and implementation of an annual Destination Sales and Marketing Plan in accordance with that Tourism Abbotsford Business Plan. 3. The operation of the Fraser Valley Trade & Exhibition Centre (TRADEX). Tourism Abbotsford represents the local tourism industry through a stakeholder model, enabling all businesses in Abbotsford to participate and become marketing partners where beneficial. In addition to collaboration with local stakeholders, Tourism Abbotsford also complements and collaborates with other organizations such as The Fraser Valley Group, The Regional Circle Farm Tour, WestCoast Food and Destination BC. The following list outlines the advantages of being a marketing partner with Tourism Abbotsford. You can also find these on our web site at under marketing Partners. Marketing Partner Benefits Feature listing on our web site, including hotlinks to your website Engagement & highlights on our social media channels Racking at the Visitor Centre Cooperative marketing investment imagery Invitations to tourism development and tourism learning workshops and seminars Additional opportunities for added advertising on our website Examples of website advertising facilitated by Destination Travel Network are:

THE DESTINATION SALES & MARKETING PLAN The Destination Sales & Marketing Plan is our annual identification of strategies which are specifically designed to realize the long-term strategic focuses

4 THE DESTINATION SALES & MARKETING PLAN The Destination Sales & Marketing Plan is our annual identification of strategies which are specifically designed to realize the long-term strategic focuses established by the Board of Directors in our organizational Business Plan (Building the Bottom Line Tourism Abbotsford Business plan ). The Destination Sales & Marketing Plan serves three primary purposes. The first is to provide a framework of accountability so that the directors, members and stakeholders can ensure that all activities support the achievements outlined in the Business Plan. Secondly, the document serves as the basic work plan for the Director of Business Development. And thirdly, the plan identifies for marketing partners the relevance, cost and timing of various marketing campaigns which allows them to strategically plan their participation and investment. The focus of the marketing activities will be on industry engagement, product development, and enhancement of the destination. The main objectives of the activities are: 1. To raise awareness of Abbotsford as a desirable destination within the Fraser Valley and British Columbia 2. To stimulate increased interest and visitation to our community with a focus on overnight stays 3. To educate the target market about local experiences. Through stakeholder engagement, Tourism Abbotsford will continue to work with local and regional marketing partners to deliver the end product to the consumer. Our online reputation management and social media channels will assist in increasing the demand for our destination. Tourism Abbotsford continues with a multi-faceted approach to marketing and promotional activities in order to provide marketing partners with opportunities and campaigns that support their products and services. The 2016 Destination Sales and Marketing Plan is developed and implemented under the leadership of Yvonne Hayden, Director of Business Development, who can be contacted by at Yhayden@tourismabbotsford.ca or by telephone at

5 MARKET OVERVIEW Target Market The primary target markets include residents of the Lower Mainland, including Vancouver. Our secondary key markets are travellers from Washington State, the Interior of BC and Western Alberta. These markets are also the priority markets for other communities in the Fraser Valley, enabling Abbotsford to develop collaboration and leverage opportunities wherever possible. Promotional and Marketing Strategies to connect with these audiences include: Media Relations, Online Website and Social Media Channels, Consumer Shows, and Cooperative Marketing Advertising Opportunities. Abbotsford is a relatively small tourism market with few traditional drivers of travel demand (resort, theme park etc.) Given this, our sales and marketing efforts generally revolve around providing reasons for the visitor to come to Abbotsford. These reasons may include the securing of a sport event, the booking of a major meeting, or the inclusion of an Abbotsford travel experience as a small part of a larger Fraser Valley or British Columbia experience. British Columbia residents make up the largest share of overnight visitations (46%), but a much lower spending rate (22%) compared to other tourism regions. Industry Overview in Canada The tourism sector makes an important contribution to Canada s economy in every region of the country. In 2012, tourism accounted for approximately 2 percent ($32.0 billion) of Canada s gross domestic product, and generated $81.7 billion in revenues. Tourism activities drive key service industries, including accommodations, food and beverage, passenger transportation, recreation, & entertainment. Economic Impact The local visitor industry is an important component of an overall healthy Abbotsford economy. Not only do tourism and hospitality operators drive positive economic benefits, but it is these businesses which are often used as a resource or supplier by non-tourism operators to meet their operational goals or targets. An example of the scope and scale of the local tourism economy is the accommodation sector, which on an annual basis generates in excess of $12M in total revenue. Tourists or visitors to Abbotsford include BC residents, other Canadian residents and international visitors. These visitors may be travelling for pleasure, business, sporting events, visiting family and friends or for educational purposes. The tourism industry continues to play a significant role in BC s economy in terms of revenue earned by tourism related businesses, value added to the economy and creation of employment opportunities. Issues and Challenges The world has changed dramatically over the past 10 years, but some of the issues that faced the tourism industry earlier are still here today. The environment in which the industry operates requires tourism stakeholders to fundamentally shift their strategic approach not only to resolve long-standing issues, but more importantly to effectively address current challenges and capitalize on new opportunities. Changing demographics, shifting travel patterns and volatile economic conditions are increasing the pressure on industry stakeholders to develop effective campaigns, and business strategies. 3

6 MARKET OVERVIEW Access to our major market areas of the Lower Mainland, Alberta and Washington State, have all, in one form or another, been impacted by the factors referenced previously. Additionally, air capacity from Alberta has not significantly increased over the past few years, and the Metro Vancouver market has become increasingly isolated due to traffic congestion and bridge tolling, particularly when considering the region north of the Fraser River. There are many external threats that the local tourism sector has adjusted to, Tourism Abbotsford will continue to be diligent in adapting to the fast-paced change that our industry experiences. It is evident through key performance indicators (KPI s) that the organization has established itself as a viable and important entity in the community and region. Opportunities While there are issues and challenges, we believe that Abbotsford is very well positioned to hold onto and potentially grow our share of the local tourism industry. Recent additions to the tourism industry such as Singletree Winery and micro-breweries greatly enhance the reason for travelling and spending time in Abbotsford. In 2016, the Abbotsford tourism industry should continue to benefit from the weak Canadian exchange rate with the US by attracting nearby US residents, as well as keeping BC residents north of the border for their vacations. Our ability to partner with neighbouring communities to gather a critical mass of tourism operators in the creation of campaigns is a tremendous asset that will continue to be capitalized on through the development of regional projects such as: The Fraser Valley Group, the Regional Circle Farm Tour, and WestCoast Food. Abbotsford has a wealth of authentic experiences, and we will work with partners to uncover opportunities to bring them to market through innovative and creative offerings. Our Brand The Tourism Abbotsford brand is based on the overarching concept of a modern urban experience located in a welcoming and friendly rural environment. The experience described by our brand is connected to all aspects of our sales & marketing activities. TOURISM INDUSTRY MEMBERSHIPS In order to raise the awareness of tourism in Abbotsford, develop organizational best practices, secure incremental tourism business and participate in global policy development, Tourism Abbotsford belongs to a number of industry groups including: 1. Canadian Society of Association Executives 2. Canadian Sport Tourism Alliance 3. Abbotsford Chamber of Commerce 4. Canadian Association of Exposition Management 5. BC Destination Marketing Organization Association 6. Tourism Industry Association of British Columbia 7. Lower Mainland Tourism Alliance 8. International Association of Venue Management 9. International Association of Exhibitions & Events 10. Destination Marketing Association International 4

KEY PERFORMANCE INDICATORS (KPI S) Key Performance Indicators (KPIs) The following key performance indicators (KPIs) are used to measure both the performance of our local visitor economy, as well as

7 KEY PERFORMANCE INDICATORS (KPI S) Key Performance Indicators (KPIs) The following key performance indicators (KPIs) are used to measure both the performance of our local visitor economy, as well as the impact of our destination marketing effects. The chart includes annual data for the last two years and the KPI targets for KPI ACTUAL TARGET FORECAST TARGET Accommodation Revenue* 12,010,000 12,500,000 13,750,000 13,500,000 Accommodation - Occupancy 52% 52% 56.5% 55% Accommodation - Average Daily Rate $93.00 $93.25 $96.00 $96.25 Marketing Partner Investment** Leveraging of Hotel Room Tax*** Total Website Users 39,366 37,000 39,120 41,000 Twitter Followers ,000 5,135 5,800 Facebook Followers ,800 2,135 2,700 Instagram Followers *Specifically accommodation revenue which is eligible to collect the Municipal Hotel Tax ** Investment by Marketing Partners as a ratio to Municipal Hotel Room Tax Revenue ***Total direct investment in sales and marketing activities as a ratio to Municipal Hotel Tax revenue. 5

COOPERATIVE SALES & MARKETING The 2016 Destination Sales and Marketing Plan includes a number of cooperative sales and marketing opportunities for Marketing Partners to invest in.

8 COOPERATIVE SALES & MARKETING The 2016 Destination Sales and Marketing Plan includes a number of cooperative sales and marketing opportunities for Marketing Partners to invest in. The plan presents cooperative opportunities in an easy to read format which presents basic information about the opportunity including participation deadline and cost of investment. Please note that information included in this publication is subject to change or modification. Detailed information (including advertising agreements) about each project listed in this guide will be presented in a timely manner on the Marketing Partners section of the Tourism Abbotsford official web site (www. tourismabbotsford.ca). It is vital that Marketing Partners stay tuned to the website to ensure they are ready to respond to sales and marketing opportunities as they present themselves. If you have any questions or would like to participate in any of the cooperative sales and marketing opportunities, please contact: Yvonne Hayden, Director of Business Development yhayden@turismabbotsford.ca 6

COOPERATIVE PROJECTS & CAMPAIGNS Circle Farm Tour This annual Program showcase the diversity of quality agri-tourism and related businesses in

The objective of the CFT is to create a marketing campaign that positions the agri-tourism sector in Abbotsford as a strong and vibrant component of

Passport to Christmas This Seasonal Program showcases the diversity of local shops and restaurants that offer unique experiences during the holiday

The objective is to create a diverse program that encourages both locals and visitors to spend time and money in Abbotsford during the months of

107 Days of Summer This Seasonal Program showcases all that there is to do in Abbotsford from the May Long Weekend to the September Long weekend.

Specialty Beer and Wine Tour This Annual Program promotes Abbotsford s growing industry of craft brewery and wineries that have opened in the last two

9 COOPERATIVE PROJECTS & CAMPAIGNS Circle Farm Tour This annual Program showcase the diversity of quality agri-tourism and related businesses in Abbotsford. The objective of the CFT is to create a marketing campaign that positions the agri-tourism sector in Abbotsford as a strong and vibrant component of the overall tourism industry in British Columbia. Passport to Christmas This Seasonal Program showcases the diversity of local shops and restaurants that offer unique experiences during the holiday season. The objective is to create a diverse program that encourages both locals and visitors to spend time and money in Abbotsford during the months of November and December. The PPTC has now gone to a digital format. 107 Days of Summer This Seasonal Program showcases all that there is to do in Abbotsford from the May Long Weekend to the September Long weekend. Partners in this program are entitled to four listing dates. This year, we will create a digital marketing program in support of 107 days of Summer. Specialty Beer and Wine Tour This Annual Program promotes Abbotsford s growing industry of craft brewery and wineries that have opened in the last two years. The Fraser Valley Travel Guide This Annual Program is in partnership with both Tourism Langley and Tourism Chilliwack. This guide is used to showcase what the three communities on the south side of the Fraser River have to offer collectively. Destination Travel Network - Website Advertising opportunities Continual Starting at $40 a month. Sponsorship Opportunities - If you have an up and coming event in the following four areas please arrange a meeting with Tourism Abbotsford in regards to potential cooperative sponsorship opportunities. Festivals and Events Arts, Culture and Heritage Sports Tourism Meetings & Conferences 7

10 SPORTS TOURISM Sport Tourism has become one of the fastest-growing drivers of economic development initiatives at the community level. There are more than enough sporting events to go beyond the international, national and marquee events including provincial and regional events. A focus on sport tourism and sport events can bring economic value, social benefits and civic pride to the community. Some of these benefits occur at the time of the event, but most are legacies and will return value. The Canadian Sports Tourism Alliance (CSTA) clearly states that Sport Tourism (sport events) is one of the greatest under-leveraged assets within the Canadian sport system. The greatest challenges facing communities is that the competition amongst communities to host at the domestic and international levels is fierce. Municipalities need to gain the support of their councillors, mayor and other elected officials who are responsible for budgets. The other challenge is related to infrastructure development. In the year ahead, Tourism Abbotsford will work with the City of Abbotsford and Sports Abbotsford to develop a comprehensive City Sport Hosting plan. This plan will then form the basis of a new sport hosting plan for Tourism Abbotsford. Together, these three partners can move forward in developing a dynamic Sport Hosting Community. Presently, we are focusing on events at the regional and provincial level; especially those sports that have a strong support base within our community as this is an indicator for success. In 2015, our largest event with an economic impact of 1.3 million was the World Baton Twirling Championships which brought over 500 athletes and their families from 14 countries to Abbotsford for over a week. This year, Abbotsford is looking forward to hosting two major sporting events, the 2016 BC Summer Games as well as the Western Canadian Senior Men & Womens Fast Pitch Championships Tourism Abbotsford Sponsored Sporting 2016 Southern Regional Speed Skating 2016 PACWEST Volleyball Provincial Championships 2016 Provincial Masters Bonspiel 2016 High School Wrestling Championships 2016 Elite Canada Rythmatic Gymnastics 2016 Run For Water XTERRA Race 2016 BC Summer Games 2016 National Wakeboard Championships 2016 Western Canadian Fast Pitch Championships 2016 ValleyCross Cyclocross at Mill Lake February 2016 February February 2016 April 2016 May 2016 July 2016 August 2016 August 2016 Fall

In tourism, social media is used to market an experience/products, promote brands, connect with current followers and foster new followers.

11 SOCIAL MEDIA The Tourism Abbotsford social media team focuses on these digital platforms: Facebook, Twitter, Instagram and Trip Advisor. Social media is becoming an integral part of our marketing outreach as social websites and applications proliferate. In tourism, social media is used to market an experience/products, promote brands, connect with current followers and foster new followers. Social and review websites have become the primary research source for travellers which is why it is important to stay on top of social media trends and practices. Through the use of these channels, we are able to continually engage with residents and travellers in Abbotsford and with the use of our improved social media analytics - we re able to analyze this data in order to make positive marketing and business decisions. We have a suite of performance indicators to ensure our social media efforts are having the desired effect, and we work closely with our marketing partners to ensure our on-line efforts are coordinated to foster maximum effectiveness. Finally, all social media campaigns are strategically planned and executed. The results of these performance indicators are reported to the Tourism Abbotsford Board of Directors on a quarterly basis. An example of a social media banner & an instagram photo created by Tourism Abbotsford to support this digital marketing campaign for our Specialty Beer and Wine Tour. Facebook Tourism Abbotsford Trip Advisor Tourism Abbotsford 9

12 MEDIA RELATIONS Three Types of Media The Tourism Abbotsford marketing team utilizes three types of media which we will continue to aggressively pursue. The tracking of ROI s from this kind of media confirms our progress/success in our outreach. EARNED PAID This encompasses communtiy recognition, social shares, key media. OWNED Website, Blogs, Newsletter, Fresh Sheet, Social Media, Content Marketing Digital & print marketing, video content, pay per click targeting, guest blogs Fraser Valley Influencer Trip (August 22, 2015) The Fraser Valley group launched a one-year marketing campaign to promote Abbotsford, Langley and Chilliwack through showcasing the variety of experiences in the Fraser Valley. To kick off this campaign, the group hosted six high-profiled bloggers from the Pacific Northwest for A Day in the Valley. Harvest Dinner sponsored by Tourism Abbotsford (October 15, 2015) The event was held in the Barrel Room at Mt. Lehman Winery to promote Circle Farm Tour and our local breweries. This was a media event which was attended by fifteen media personals from Vancouver and surrounding areas. North West Travel & Life - Allen Cox (September 16-20, 2015) Allen Cox, the Editor-in-Chief of Northwest Travel, was sponsored by the Fraser Valley Group for a weekend visit to our three communities in the fall. The visit focused on our Circle Farm Tour and how the three communities came together to create a diverse agricultural product. Travel Classics Post Tour (October 1-14, 2015) This media trip included visits to two Abbotsford partners as well as a stay at Brookside Inn. The focus of this trip, which was sponsored by Destination BC, was Follow the Fraser River from Farm to Feast. 10

THE YEAR AHEAD Many of the activities identified in the Destination Sales & Marketing Plan are a continuation of programs or campaigns which have proved successful in previous years and continue to

13 THE YEAR AHEAD Many of the activities identified in the Destination Sales & Marketing Plan are a continuation of programs or campaigns which have proved successful in previous years and continue to have strong industry support. We will continue monitoring and tweaking these campaigns in order to keep them relevant. The Fraser Valley Group We are excited to continue our very successful partnership with Chilliwack and Langley as part of the Fraser Valley Group (FVG). In 2015, the FVG successfully launched a new website along with a major marketing campaign which will continue into In 2016, the FVG will be publishing the third Experience Guide. WestCoast Food Tourism Abbotsford partnered with Tourism Vancouver and 9 other local DMO s in the creation of a culinary website and marketing campaign. This initiative will be carried forward into 2016 and gives our community another vehicle by which to promote all the good things of Abbotsford. Social Media In 2015 we did a major ramp-up of our social media platforms in order to make social media an integral part of our digital marketing. Our initial social media campaign during 2015 was Berry Capital (#berrycapital) in support of one our largest agritourism industries; another campaign focused on the Wine and Craft Beer industry. In 2016 we will continue to build on these and other targeted social media campaigns in order to engage visitors from outside of our community to come and explore. (#exploreabbotsford). Online Marketing For the first time in 2015 our marketing partners were offered an opportunity to buy into advertising opportunities (through our Simpleview partnership with Destination Travel Network) on our website. This opportunity was launched in December 2014 and has to date been extremely successful, and will be offered again in Product Development In order to realize long-term incremental visitation and visitor spending in our community, we need to continually support the development of new products and engaging experiences. Tourism Abbotsford is supporting a new product in 2016 The Abbotsford Tulip Festival which will run throughout the month of April. We are very excited about the potential of this new experience and are encouraged by the planning that is in place to grow this festival / experience. Tourism Abbotsford is also proud and excited to announce the opening of the new Mennonite Museum as this is sure to be a great addition to our cultural attractions. 11

14 MEET THE TEAM CURRENT STAFF Craig Nichols, Executive Director Yvonne Hayden, Managing Director of Business Development Alisha Smith, Coordinator of Sales & Marketing Kathleen Brown, Marketing & Social Media Assistant Pamela Arthur, Coordinator of Visitor Services Pam Allen, Senior Travel Counsellor BOARD OF DIRECTORS Tourism Abbotsford is led by the following private sector board of directors: Allan Asaph, President Abbotsford Chamber of Commerce Maggie Amirani, Vice President Best Western Bakerview Kathleen McCarthy, Treasurer Sandman Hotel & Suites Wendy Dupley, Director City of Abbotsford Daniel Laverick, Director Ramada 12

Washington Tourism Alliance Membership & Marketing Opportunities

Washington Tourism Alliance Membership & Marketing Opportunities WASHINGTON TOURISM ALLIANCE MISSION STATEMENT To advocate, promote, develop and sustain the economic well being of the Washington tourism