CANADIAN TOURISM COMMISSIONANNUAL PUBLIC MEETINGLOCAL OPPORTUNITIES, GLOBAL MARKETSGreg KlassenSenior Vice President, Ma...
HAMILTONHOUSTON, WE HAVE APROBLEM1.BARRIERS TO TRAVEL TO CANADA2.SHIFTING CONSUMER  TASTES/DESTINATIONS;3.CHANGING COMMUNI...
1. AIR, VISAS, BORDERS, PASSPORTS, EXCHANGE RATES;
2. SHIFTING CONSUMER AND DESTINATION TASTE
SHIFTING CONSUMER AND DESTINATIONTASTES                        940M                        +110.7%                        ...
A BETTER REVENUE PICTURE                           946.5M                           +55.4%                           12.0 ...
FIERCE COMPETITORS – NEW/EMERGINGDESTINATIONS                                                          +150%              ...
FOLLOWING SARS - REVERSED GROWTHTRENDS                                          Global                                    ...
New/Emerging Markets for Canada150                                                                         Global Recessio...
COUNTRY RANKING - GLOBAL TOURISTARRIVALS                Rank       1990 World           2010 World                        ...
COUNTRY RANKING - LONG-HAULGLOBAL TOURIST ARRIVALS                       Global Ranking – Long-Haul                       ...
HAMILTONHOUSTON, WE HAVEAN OPPORTUNITY
8
Ranking Most Reputable Countries in the               World     Country RepTrak™ 2011 External G8 Scores                  ...
Which countries are most attractive for key         supportive behaviors?     visit          work           live          ...
CANADA’S CHALLENGE:TO LEVERAGE OURCOMPETITIVEADVANTAGE THROUGHMARKETINGEFFECTIVENESS
3.CHANGINGCOMMUNICATIONSAND MEDIALANDSCAPES
SO ARE “WE” SPENDING OURMONEY IN ALL THE RIGHTPLACES……  TO NOT ONLY COMPEL AND  INSPIRE OUR CUSTOMERS TO  CANADA, BUT TO C...
OF THE DECISION TOVISIT CANADA ISDRIVEN BY THETOURISM BRAND                 *Interbrand
TRAVELLERS      AROUND THE       WORLD ARE  TELLING US THAT     THEY WANT TOEXPLORE AND LIVEA LIFE THAT’S LESS        ORDI...
WE’RE PROMISING THAT CANADA IS THEPLACE WHERE THEY CAN FULFILL THISDREAM & CREATE STORIES ALL THEIROWN.
CANADA. KEEP EXPLORING IS ASTORYTELLING BRAND THAT DELIVERSON THIS PROMISE. IT’S BUILT AROUNDCANADA’S…
GEOGRAPHY   PEOPLE   CULTURE
WITH EQ AT THE HEART OF THE BRANDPROVIDING INSIGHTS ON WHO OURBEST PROSPECTIVE CUSTOMERS ARE…           Virtual Travellers...
…AND HOW THEY LIKE TO TRAVELFREE SPIRITS                                               Index                              ...
OF THE DECISION TOVISIT CANADA ISDRIVEN BY THETOURISM BRAND                 *Interbrand
WHAT ABOUT THEOTHER
PATH TO PURCHASESTEP 1   AWARENESS               FIRST HEAR ABOUT DESTINATIONSTEP 2   ON DREAM LIST           INTEREST IN ...
UK’S TRAVELLER’S PATH TO PURCHASE  2008     100%     96.1%   44.4%     16.4%    3.7%     1.4%     0.8%  2009     100%     ...
NEED FOR A HIGH DEGREE OFCOLLABORATION ALONG THE PATH                                 KEY RESPONSIBILITIES ALONG THE PATH ...
WE NEED TO INSPIRE TRAVELLERS TOCONSIDER CANADA AND CREATE AVACATION MOVIE                                                ...
REDISTRIBUTING OUR EFFORTS  COMMUNICATIONS TRADITIONAL FUNNEL                                      CONSIDERATION      DIAG...
CHARACTERIZED BY 4 KEY STAGES                          EvaluationConsideration                             PurchaseExperie...
WE NEED TO MOVE TRAVELLERSFROMAWARENESS         TO         CONVERSION
OUR USPs: 1. Vibrant cities on the edge of nature 2. Personal journeys by land, water and air 3. Active adventure among aw...
STRENGTHEN PERCEIVED WEAKNESSES IN AREAS OF HIGHIMPORTANCE TO TARGET CUSTOMERS (CUISINE, URBAN, CULTURE)
The SignatureExperiences Collection WE HAVE AN OPPORTUNITY TO DELIVER Awill help us deliver thatBY POWERFUL MESSAGEpowerfu...
IN THE PAST WE’VEDELIVERED THECANADA MESSAGETHROUGH SOMEVERY POWERFULINFLUENCERS
COOL, BUTWE ARE MISSING OUT ONREGULAR TRAVELLERSTO CANADA WHO COULDBE EVEN BETTERINFLUENCERS FORFUTURE TRAVELLERS
PARTICULARLY, WHEN WEDO OFFER THEM SUPERBEXPERIENCES!
WHY DO PEOPLE ADVOCATE? NOT BECAUSE THEY ARE PASSIONATE  ABOUT A BRAND, RATHER MORE  INTERESTED IN PROJECTING THEIR LIVES...
WHY IS THIS GOOD FOR CANADA? CANADA.KEEP EXPLORING BRAND ALIGNED WITH  VALUES HELD BY OUR CUSTOMERS TOP 5 MOST RECOMMEND...
REPUTATION INSTITUTE COUNTRYREPSM RANKING      2010WHICH COUNTRY WOULD YOURECOMMEND TO VISIT THE MOST?
DIGITAL ARE THE NEW POST CARDS ANDI-PADS THE NEW TOOLS
FACEBOOK IS THE “MEDIA” FORNETWORKING
TRIPADVISOR IS THE NETWORK FORSHARING TRAVEL STORIES
ECLAL THE NEW CTC TOOL TO COMPELAND INSPIRE SHARING OF “LOCAL”EXPERIENCES IN CANADA                         50
ADVOCACY
ECLAL LAUNCH ARCHITECTURE                      Share on site
53     *Interbrand
2b - ELAL video.mov
CHARACTERIZED BY 4 KEY STAGES                          EvaluationConsideration                             PurchaseExperie...
The Signature OPPORTUNITY TOWE HAVE ANExperiencesPOWERFULDELIVER A Collectionwill help us BY POSITIONINGMESSAGE deliver th...
SIGNATUREEXPERIENCESCOLLECTIONA COMMONLY USEDINVENTORY OFBRAND-ALIGNEDEXPERIENCES THATCONVEY THE BRANDPROMISE AT ALLTOUCH ...
SIGNATURE EXPERIENCES COLLECTIONSIGNATURE EXPERIENCES COLLECTIONMEMBERS: SELL A CANADIAN BASED ‘EXPERIENCE’ MATCH ONE OR...
SIGNATURE EXPERIENCES COLLECTIONINDUSTRY MORE INTERNATIONAL DEMAND FOR CANADIAN   EXPERIENCES IMPROVED CUSTOMER EXPERIEN...
SIGNATURE EXPERIENCES COLLECTIONTRADE HEIGHTENED AWARENESS OF CANADA’S  DIFFERENTIATING EXPERIENCES SUPPLY EASILY ACCESS...
HOW’S IT GOING?
48NUMBER OF EXPERIENCESALREADY IN THE PROGRAM
MEDIA RELATIONSACTIVITIES RESULTEDIN SIGNIFICANTAMOUNTS OF POSITIVEPRINT, BROADCAST ANDHEAVY ONLINE NEWSCOVERAGE.
158APPLICATIONS UNDER REVIEW
SEC APPLICATION PROCESS
NOVEMBER 15, 2011WINTER APPLICATION INTAKE
KEEPING THE MOMENTUM GOING A VERY ENGAGED SHAREHOLDER TOURISM SUPPLIERS: EXCITEMENT AND SUPPORT PMO/DMO ENGAGEMENT REC...
THE VISION
THE SEC ECOSYSTEM – TIED TO THE VisionCORPORATE PLAN leverages brand-aligned tourism A fully integrated program that fully...
GOAL                                           SEC membersAN SEC PROGRAMECOSYSTEM THAT IS                                 ...
TIMING     2010                 2011-2012                2013-2014       PROGRAM                                Integratio...
THANK YOUWWW.CANADA.TRAVEL
Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN
Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN
Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN
Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN
Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN
Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN
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Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN

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Greg Klassen - Annual Public Meeting - Oct. 3, 2011 - EN

  1. 1. CANADIAN TOURISM COMMISSIONANNUAL PUBLIC MEETINGLOCAL OPPORTUNITIES, GLOBAL MARKETSGreg KlassenSenior Vice President, Marketing Strategy & Communications
  2. 2. HAMILTONHOUSTON, WE HAVE APROBLEM1.BARRIERS TO TRAVEL TO CANADA2.SHIFTING CONSUMER TASTES/DESTINATIONS;3.CHANGING COMMUNICATION AND MEDIA LANDSCAPES
  3. 3. 1. AIR, VISAS, BORDERS, PASSPORTS, EXCHANGE RATES;
  4. 4. 2. SHIFTING CONSUMER AND DESTINATION TASTE
  5. 5. SHIFTING CONSUMER AND DESTINATIONTASTES 940M +110.7% 15.9M -8.1% Source: UNWTO
  6. 6. A BETTER REVENUE PICTURE 946.5M +55.4% 12.0 M +25.3% Source: UNWTO
  7. 7. FIERCE COMPETITORS – NEW/EMERGINGDESTINATIONS +150% -8.1% Mature markets: Composite of UK, France, Germany, Switzerland, Australia New/Emerging markets: Composite of China, Thailand, Vietnam, Turkey
  8. 8. FOLLOWING SARS - REVERSED GROWTHTRENDS Global Recession SARS Asian Crisis 911 Source: Statistics Canada
  9. 9. New/Emerging Markets for Canada150 Global Recession Asian Crisis SARS100 Sept.1150 96 97 98 99 0 1 2 3 4 5 6 7 8 9 10 Core Market Arrivals to Canada Emerging Market Arrivals to Canada Source : Statistique Canada
  10. 10. COUNTRY RANKING - GLOBAL TOURISTARRIVALS Rank 1990 World  2010 World  Share  Share  1 France France 2 USA USA 3 Spain   China 4 Italy Spain 5 Hungary Italy 6 Austria UK  7 UK Turkey 8 Mexico        67% Germany        55% 9 Germany Malaysia 10 Canada Mexico 11 Switzerland Austria 12 Greece Ukraine 13 Portugal Russia 14 Malaysia Hong Kong 15 Croatia Canada Other 33% 45%Source: UNWTO Total 703 million 940 million
  11. 11. COUNTRY RANKING - LONG-HAULGLOBAL TOURIST ARRIVALS Global Ranking – Long-Haul Tourist Arrivals Rank 1999 2009 1 US US 2 UK France 3 France China 4 Canada UK 5 China Italy 6 Germany Canada 7 Italy Germany 8 Spain Turkey 9 Hong Kong MalaysiaSource: UNWTO 10 Mexico Hong Kong
  12. 12. HAMILTONHOUSTON, WE HAVEAN OPPORTUNITY
  13. 13. 8
  14. 14. Ranking Most Reputable Countries in the World Country RepTrak™ 2011 External G8 Scores 9
  15. 15. Which countries are most attractive for key supportive behaviors? visit work live 1 0
  16. 16. CANADA’S CHALLENGE:TO LEVERAGE OURCOMPETITIVEADVANTAGE THROUGHMARKETINGEFFECTIVENESS
  17. 17. 3.CHANGINGCOMMUNICATIONSAND MEDIALANDSCAPES
  18. 18. SO ARE “WE” SPENDING OURMONEY IN ALL THE RIGHTPLACES…… TO NOT ONLY COMPEL AND INSPIRE OUR CUSTOMERS TO CANADA, BUT TO CLOSE THE SALE AND TURN THE DREAMERS INTO DO-ERS?
  19. 19. OF THE DECISION TOVISIT CANADA ISDRIVEN BY THETOURISM BRAND *Interbrand
  20. 20. TRAVELLERS AROUND THE WORLD ARE TELLING US THAT THEY WANT TOEXPLORE AND LIVEA LIFE THAT’S LESS ORDINARY.
  21. 21. WE’RE PROMISING THAT CANADA IS THEPLACE WHERE THEY CAN FULFILL THISDREAM & CREATE STORIES ALL THEIROWN.
  22. 22. CANADA. KEEP EXPLORING IS ASTORYTELLING BRAND THAT DELIVERSON THIS PROMISE. IT’S BUILT AROUNDCANADA’S…
  23. 23. GEOGRAPHY PEOPLE CULTURE
  24. 24. WITH EQ AT THE HEART OF THE BRANDPROVIDING INSIGHTS ON WHO OURBEST PROSPECTIVE CUSTOMERS ARE… Virtual Travellers 1% Personal History Explorers 1% Cultural History Buffs 2% No-Hassle Travellers 2% Gentle Explorers 4% Rejuvenators 6% Group Tourists 7% Authentic Experiencers 17% Cultural Exlporers 24% Free Spirits 35% 0% 5% 10% 15% 20% 25% 30% 35% 40%
  25. 25. …AND HOW THEY LIKE TO TRAVELFREE SPIRITS Index  Index  Social Values Score Social Values Score Joy of Consumption  273 Selective Use of Professional Services  164 Social Mobility 262 Time Stress  163 Importance of Brand 260 Adaptability to Complexity 162 Attraction for Crowds 258 Introspection & Empathy 153 Penchant for Risk 249 Confidence in Advertising  147 Fashion & Trends 213 Culture Sampling 147 Importance of Aesthetics  212 Importance of Spontaneity  144 Pursuit of Novelty  198 Multiculturalism 139 Happiness  195 Need for Uniqueness  133 Need for Status Recognition  189 Discriminating Consumerism  126 Enthusiasm for New Technology 188 Largesse Oblige  125 Social Intimacy 184 Upscale Consumerism  125 Concern for Appearance  177 Effort toward Health  119 Networking  176 Spiritual Quest  117 Personal Escape 171 Discount Consumerism  64 Vitality  164
  26. 26. OF THE DECISION TOVISIT CANADA ISDRIVEN BY THETOURISM BRAND *Interbrand
  27. 27. WHAT ABOUT THEOTHER
  28. 28. PATH TO PURCHASESTEP 1 AWARENESS FIRST HEAR ABOUT DESTINATIONSTEP 2 ON DREAM LIST INTEREST IN GOING SOMETIME IN FUTURESTEP 3 ON CONSIDERATION LIST SERIOUSLY CONSIDERING IN NEXT 2 YRSSTEP 4 CREATING A MOVIE SERIOUS INVESTIGATIONSTEP 5 ITINERARY PLANNING PLANNING DETAILS OF ITINERARYSTEP 6 TRAVEL ARRANGEMENTS FLIGHT AND LAND ARRANGEMENTSSTEP 7 BOOKED A TRIP PROSPECT HAS BOOKED
  29. 29. UK’S TRAVELLER’S PATH TO PURCHASE 2008 100% 96.1% 44.4% 16.4% 3.7% 1.4% 0.8% 2009 100% 82.6% 42.6% 19.5% 6.1% 2.0% 1.0% Market 22.5M 18.6M 9.6M 4.4M 1.4M 450K 225KPotential Global 100% 83.1% 49.5% 23.7% 8.0% 2.1% 0.7% 2009 Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7
  30. 30. NEED FOR A HIGH DEGREE OFCOLLABORATION ALONG THE PATH KEY RESPONSIBILITIES ALONG THE PATH 17%Step 1 Awareness 33% CTCStep 2 On Dream ListStep 3 On Consideration List 26% Regions/Provinces Local governments &Step 4 Creating a Movie 15% Suppliers & package tour providersStep 5 Itinerary Planning 6%Step 6 Travel Arrangements 2% Suppliers & TradeStep 7 Booked a Trip 1%
  31. 31. WE NEED TO INSPIRE TRAVELLERS TOCONSIDER CANADA AND CREATE AVACATION MOVIE Path to Purchase 2009 Long Haul Pleasure Travellers (%) 100% 83% Core Mkts 44% 20% 5% 2% 1% Step 1: Step 2: Step 3: Step 4: Step 5: Step 6: Step 7: Aware Dream Consider Movie Itinerary ArrangePurchase
  32. 32. REDISTRIBUTING OUR EFFORTS COMMUNICATIONS TRADITIONAL FUNNEL CONSIDERATION DIAGRAM Aware of the brand On dream list EXPERIENCE/ EVALUATION On serious ADVOCACY consideration list Creating a movie Itinerary Planning PURCHASE Arran geme nts Boo ked
  33. 33. CHARACTERIZED BY 4 KEY STAGES EvaluationConsideration PurchaseExperience/Advocacy
  34. 34. WE NEED TO MOVE TRAVELLERSFROMAWARENESS TO CONVERSION
  35. 35. OUR USPs: 1. Vibrant cities on the edge of nature 2. Personal journeys by land, water and air 3. Active adventure among awe-inspiring natural wonders 4. Award-winning Canadian local cuisine 5. Connecting with Canadians
  36. 36. STRENGTHEN PERCEIVED WEAKNESSES IN AREAS OF HIGHIMPORTANCE TO TARGET CUSTOMERS (CUISINE, URBAN, CULTURE)
  37. 37. The SignatureExperiences Collection WE HAVE AN OPPORTUNITY TO DELIVER Awill help us deliver thatBY POWERFUL MESSAGEpowerful, consistent LEVERAGING INFLUENCERSmarketing messageHAVING PROFOUND CANADIANEXPERIENCES TO FUTURE CUSTOMERS.
  38. 38. IN THE PAST WE’VEDELIVERED THECANADA MESSAGETHROUGH SOMEVERY POWERFULINFLUENCERS
  39. 39. COOL, BUTWE ARE MISSING OUT ONREGULAR TRAVELLERSTO CANADA WHO COULDBE EVEN BETTERINFLUENCERS FORFUTURE TRAVELLERS
  40. 40. PARTICULARLY, WHEN WEDO OFFER THEM SUPERBEXPERIENCES!
  41. 41. WHY DO PEOPLE ADVOCATE? NOT BECAUSE THEY ARE PASSIONATE ABOUT A BRAND, RATHER MORE INTERESTED IN PROJECTING THEIR LIVES THROUGH BRAND ASSOCIATIONKEY COMPONENTS FOR SUCCESSFULADVOCACY :  RIGHT PERSON (FREE SPIRITS):  RIGHT CATEGORY (TRAVEL):  RIGHT EXPERIENCE (CANADA):
  42. 42. WHY IS THIS GOOD FOR CANADA? CANADA.KEEP EXPLORING BRAND ALIGNED WITH VALUES HELD BY OUR CUSTOMERS TOP 5 MOST RECOMMENDED DESTINATIONS— FUTURE BRAND WITH 95% ADVOCACY RATE 81% OF PAST VISITORS RECOMMEND CANADA WITH 67% OF THOSE INFLUENCING OTHERS TO POSITIVE EFFECT
  43. 43. REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010WHICH COUNTRY WOULD YOURECOMMEND TO VISIT THE MOST?
  44. 44. DIGITAL ARE THE NEW POST CARDS ANDI-PADS THE NEW TOOLS
  45. 45. FACEBOOK IS THE “MEDIA” FORNETWORKING
  46. 46. TRIPADVISOR IS THE NETWORK FORSHARING TRAVEL STORIES
  47. 47. ECLAL THE NEW CTC TOOL TO COMPELAND INSPIRE SHARING OF “LOCAL”EXPERIENCES IN CANADA 50
  48. 48. ADVOCACY
  49. 49. ECLAL LAUNCH ARCHITECTURE Share on site
  50. 50. 53 *Interbrand
  51. 51. 2b - ELAL video.mov
  52. 52. CHARACTERIZED BY 4 KEY STAGES EvaluationConsideration PurchaseExperience/Advocacy
  53. 53. The Signature OPPORTUNITY TOWE HAVE ANExperiencesPOWERFULDELIVER A Collectionwill help us BY POSITIONINGMESSAGE deliver thatTHE RIGHT EXPERIENCES INpowerful, consistentFRONT OF THE RIGHTmarketing messageCUSTOMERS.
  54. 54. SIGNATUREEXPERIENCESCOLLECTIONA COMMONLY USEDINVENTORY OFBRAND-ALIGNEDEXPERIENCES THATCONVEY THE BRANDPROMISE AT ALLTOUCH POINTS.
  55. 55. SIGNATURE EXPERIENCES COLLECTIONSIGNATURE EXPERIENCES COLLECTIONMEMBERS: SELL A CANADIAN BASED ‘EXPERIENCE’ MATCH ONE OR MORE OF CANADA’S ‘UNIQUE SELLING PROPOSITIONS’ PRACTICE A HIGH STANDARD OF MARKETING (DELIVER QUALITY EXPERIENCE, MARKET THEMSELVES PROFESSIONALLY) DO BUSINESS INTERNATIONALLY (EXPORT READY)
  56. 56. SIGNATURE EXPERIENCES COLLECTIONINDUSTRY MORE INTERNATIONAL DEMAND FOR CANADIAN EXPERIENCES IMPROVED CUSTOMER EXPERIENCEEXPERIENCE SUPPLIER BETTER ODDS THAT THEIR EXPERIENCE WILL BE MARKETED INTERNATIONALLY ENHANCED BUSINESS REPUTATION AMONG INDUSTRY PEERS
  57. 57. SIGNATURE EXPERIENCES COLLECTIONTRADE HEIGHTENED AWARENESS OF CANADA’S DIFFERENTIATING EXPERIENCES SUPPLY EASILY ACCESSIBLE CONTENT FOR TRADE CHANNEL TO USE IN BROCHURES, CAMPAIGNS, ETC.CTC BETTER LEAD INDUSTRY IN BRAND ENHANCEMENT AND ALIGNMENT OPERATIONAL EFFICIENCIES COORDINATED APPROACH
  58. 58. HOW’S IT GOING?
  59. 59. 48NUMBER OF EXPERIENCESALREADY IN THE PROGRAM
  60. 60. MEDIA RELATIONSACTIVITIES RESULTEDIN SIGNIFICANTAMOUNTS OF POSITIVEPRINT, BROADCAST ANDHEAVY ONLINE NEWSCOVERAGE.
  61. 61. 158APPLICATIONS UNDER REVIEW
  62. 62. SEC APPLICATION PROCESS
  63. 63. NOVEMBER 15, 2011WINTER APPLICATION INTAKE
  64. 64. KEEPING THE MOMENTUM GOING A VERY ENGAGED SHAREHOLDER TOURISM SUPPLIERS: EXCITEMENT AND SUPPORT PMO/DMO ENGAGEMENT RECEPTIVE & KEY ACCOUNT ACTIVATION CTC INTEGRATION OF SEC ACROSS ALL PROGRAMS
  65. 65. THE VISION
  66. 66. THE SEC ECOSYSTEM – TIED TO THE VisionCORPORATE PLAN leverages brand-aligned tourism A fully integrated program that fully businesses in the CTC’s priority international markets SEC members Inspiring international travellers to choose CanadaCTC GloMar/ Be one of the most innovative NTOs CTC In-market salesGloCom
  67. 67. GOAL SEC membersAN SEC PROGRAMECOSYSTEM THAT IS PROGRAMSUPPORTED WITH CONTENT, REPUTATIONTOOLS AND ACCESS TOINTERNATIONAL MARKETS IN MARKET ACCESSA WAY THAT DRIVES THEPROGRAM’S REPUTATION &VALUE THROUGHOUT TOOLSINDUSTRY. CONTENT GloMar/GloCom In-market sales
  68. 68. TIMING 2010 2011-2012 2013-2014 PROGRAM Integration DEVELOPMENT In-market Process & impacts (ecosystem IMPLEMENTATI development) ON Program evaluation & improvement
  69. 69. THANK YOUWWW.CANADA.TRAVEL
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