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Explore Canada Like a Local
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  • Our big bottle neck along the path to purchase for most markets is between “Consideration” and “Creating a movie”
  • While travellers may realise that Canada can offer a more exciting and balanced vacation experience than originally envisioned, they still lack a clear vacation concept. The consumer voice: “ I’m not sure where to start, what a vacation would look like. I have no idea what my trip itinerary would be.”
  • Drivers: What pulls prospects beyond Seriously Considering is additional knowledge that enables them to visualize trip focal points which helps them to imagine a trip itinerary. In other words, Canada may have great dining, shopping, cultural attractions, etc. but without a trip context in mind, they are free floating notions.
  • 5 Ideas – The outdoors, City breaks, Culinary, Arts & Culture and Luxury
  • Poten


  • 1. Explore Like a Local (ELAL)
  • 2. The Traveller’s Path to Purchase Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7 On Consideration List Creating a Movie Itinerary Planning Travel Arrangements Booked a Trip On Dream List Awareness Seriously considering in next 2 yrs Serious investigation Planning details of itinerary Flight and land arrangements Prospect has booked Interest in going sometime in future First hear about destination
  • 3. Communication barriers
    • Lack of knowledge
    • Lack of itinerary guidance
    • Vacation concept ideas (focal points)
  • 4. Drivers that ensure an integrated/seamless approach
  • 5. The idea
    • A travel planning tool to move consumers along the path to purchase; from “Seriously considering” to “Creating a vacation movie”
    • A social media platform that aggregates content, comments and insider tips
    • Features the user generated spots created by the Local’s Know campaign, together with real-time activity on the ground via live feeds from geo-social site Foursquare
    • Travellers will have the ability to tag content and experiences of interest, view other people’s itineraries and create their own personal travel itinerary
  • 6. The idea
    • Itineraries will be downloadable for future reference and it will be possible for travelers to share their itinerary with a CSP agent for booking assistance
    • Post trip, travelers will be encouraged to share their itineraries with friends and followers via their social networks, offering potential for brand advocacy and increased referral
    • EQ types: Free Spirits (who want to know what’s hot and check off their must see list), Cultural Explorers and Authentic Experiencers (who trust what other travellers recommend, not what advertisers tell them)
    • Timing: English site first for the US. Aiming to launch May 2011. Working through launch strategy now, as well as what other global markets the tool may be useful for.
  • 7.  
  • 8. Completing a full cycle
  • 9. Home Page Showcasing trending spots from foursquare check-ins and 5 Travel Ideas
  • 10. Categorized by regions: Intuitive map
  • 11. City and spots
  • 12. Spot details Add comments Add to your list
  • 13. Build your own itinerary Move spots around, add titles… List to go
  • 14. Plans
    • Currently investigating which markets
    • Mobile app
    • Canada Specialist Program, Signature Experiences integration
    • Deals
    • Partner invovlement