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MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
MM - Tourism Calgary AGM - Apr. 11, 2012
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MM - Tourism Calgary AGM - Apr. 11, 2012

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  • 1. Tourism Calgary AGM,April 2012Presentation by Michele McKenzie, President & CEO, CTC
  • 2. The Stampede
  • 3. 25,000 photographsA lot done 1 hr+ HD footage 5 3D vignettesin a short Calgary Stampede videos New Yorker cartoonstime… NYC chuckwagon Funny or Die Matador LXTV vignettes NBC 1st look commercials …partnerships Royal tour media event WTM event and cooperation ITB event Fashion Week stampede lounge were key GoMedia stampede lunch Magazine ads International campaigns Tour operator promotions
  • 4. Making thetraditionalmodern
  • 5. Tourism Calgary’s‘Calgary Night Out’ “Have you ever attended an event where you feel that your host and hostesses have completely nailed it? Have you ever walked away from one such event and felt as if youreally have a greater understanding of a place and the people who live there?” ~ Al Dente blog
  • 6. Looking ahead
  • 7. FacingtoughcompetitionWell-funded traditional ones.... as well as emerging ones… and the new Brand USA.
  • 8. But also so International arrivalsmany moretravellersout there
  • 9. Canada hasthe topcountry brand …now is the time to capitalize on it
  • 10. Travellers think‘Canada’International travellers’ awareness of destinations Global Tourism Watch surveys, 2011
  • 11. Need to get themstarted down thePath to Purchase First…. ‘Canada or another destination?’ and then later… ‘which part of Canada?’
  • 12. Collaborationwill beimportant especially alignment… …in-market …in branding
  • 13. In-market – a UK example Atlantic Canada Nova Scotia New Brunswick Quebec 13 tourism orgs Ontario selling 11 layers Manitoba Alberta of Canada BC Montreal Toronto CTC
  • 14. Jan 23 Tourism Manitoba Media night Jan 24 & 26thth Travel Alberta Media events Feb 7th – Atlantic Canada night Feb 6th – 9th Atlantic Canada Sales mission Feb 20th – Tourism Quebec Just for Laughs Comedy night March 12-16: Travel Manitoba & suppliers Sales mission March 15th – Travel Manitoba tour operator dinner March – Banff Lake Louise Tourism tour operator visits March 27th Battle of the Blues – New Brunswick March 29th: SEC launch event, CTCUK collision March 23-30: Vancouver, Whistler and Victoria Sales Mission April 12: Nova Scotia event around Titanic 3d film viewing April 30th / May 1st Toronto media eventcalendar: May 18 – Chelsea Garden Festival fringe event by Quebec/ Alex. Reford May 21 : CTC media event at UK Travellers Club May 22 : Quebec/Alex Reford talk at British Libraryuncoordinated invitations June 12 : Atelier des chef: Quebec event June 18 – 22 Ontario Sales Mission June or July Edmonton Tourism and Jasper Tourism Sales Missionto all these Canadian July 1st: Canada Day on Trafalgar Square July 17th : Travmedia Canada event, led by CTCevents/missions frustrates Aug 16th: CTC, QB, ALB, BC Ski Media event Sept 8-11th – Banff Missionand confuses the local September 24th : Whistler Managers mission October – Whistler GM’s mission October 16-17: Quebec Sales Missionmedia/tour operators October 31st – Ski Media Event for Canada’s ski resorts with UK ski media pre London ski show October – Travel Alberta ski media and trade dinner during London ski show November – World Travel Market, led by CTC November/WTM – Tourism BC pub night December 12th – BACTA’s event, led by CTC
  • 15. BrandingPoor brandalignmentcan dilute ourmessage
  • 16. Alignment canmake our message so much more powerful
  • 17. Travel Alberta & CTCpartnerships havebeen a great model  Co-location in China  Frequent partnering on advertising  Brand alignment
  • 18. Up ahead:the dreamlinerpotential  Potential boost for Calgary/Edmonton-sized destinations  Work together to make sure Canada is prepared and can take advantage of this innovation
  • 19. www.corporate.canada.travel follow me @CTCCEO

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