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RVC 2013: Consumer Marketing Plan 2013: China
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RVC 2013: Consumer Marketing Plan 2013: China


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Market Update Presentation by Derek Galpin: Consumer Marketing Plan 2013: China at Rendez-Vous Canada 2013 in Ottawa

Market Update Presentation by Derek Galpin: Consumer Marketing Plan 2013: China at Rendez-Vous Canada 2013 in Ottawa

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  • 1. Consumer Marketing Plan 2013 - ChinaDerek Galpin, Managing Director - China
  • 2. 2013 Marketing Plan andPartner Opportunities
  • 3. BRIEF SWOT ANALYSIS 2013Strengths Strong economy despite 2013 Q1 faltering should be around 8% for the year. Increase in peak summer air capacity from 57 flights to 75 flights a week Strong growth in independent travel market opening up new opportunities forCanadian partners Consumer desire to travel remains at a high level Strong growth in the long haul Incentive travel market Additional visa officers approved to cover increased demand - 10 new officers forBeijing and 6 for Shanghai and may increase following Federal budgetannouncement The main overseas market with potential of 25% to 30% growth in 2013 and beyond With the exception of the USA, China has more gateway cities than any other CTCcore market.
  • 4. BRIEF SWOT ANALYSIS 2013Weakness Lack of resources and funding compared to key long haulcompetitor destinations Lack of RTOs specializing in FIT itineraries currently investingin the China market Lack of individual tax refund program Lack of qualified Chinese speaking tour guides in someCanadian cities and regions
  • 5. BRIEF SWOT ANALYSIS 2013Opportunities Creation of SEC allows effective target marketing of the affluent middleclass traveler segment. Strong demand for Canada presents opportunities for air carriers toconsider additional Canadian gateways. The expansion and widespread use of social media channels in Chinacreates significant advocacy and innovative promotional opportunitiesand when used creatively is a powerful marketing tool CTC partnering with new provinces and territories now entering themarket will provide greater awareness of more diverse experiencesand a variety of new destinations. Possibility of reinvesting in Taiwan with direct air services of 14 flights aweek into Canada
  • 6. BRIEF SWOT ANALYSIS 2013Threats Political instability in the region An extension of solo marketing activities could dilute theeffectiveness of the Canada brand Continued increase in spending and investment by our long haulcompetitor destinations such as Australia, USA . Demand for visas linked to air capacity growth could overwhelmCanadian Embassy visa section despite new investment inresources
  • 7. 2013 TACTICAL CONSUMER & TRADE COOPCOMBINED CAMPAIGN – SPRING/SUMMERCommencing mid AprilA combined direct to consumer and trade coop tactical campaignutilizing CTC branded creative to accelerate consumers through thepath to purchase with focus on SEC in conjunction with selected keyaccounts and in partnership with key provinces Spend CTC CAD 1 million Partners CAD $200K Media Channels – Digital, SEM, Radio, Print, Social Media
  • 12.  All CTC advertising creative including agent coop will utilize CTCbranded Ads.CTC is in discussions with key travel agents in China to buy intoCTC advertising and inclusion as the call to action in theCanada, You can be a Star campaign 2013. Preference will be givento those agents offering quality FIT itineraries.FIT agents willing to partner with CTC in the above programs will beincluded in the new Canada Interest Scheme visa process inconjunction with the Canadian Embassy which will provide improvedservice and turn round times for FIT Visa Applications.2013 TACTICAL CONSUMER & TRADE COOPCOMBINED CAMPAIGN – SPRING/SUMMER
  • 13. TACTICAL CONSUMER & TRADE COOP 2013/2014WINTER CAMPAIGN - Launch Ski Canada !Commencing November 2013A combined direct to consumer and trade coop tactical campaign utilizingCTC branded creative to create consumer awareness of Canada as apremium ski and snowboarding destination with fun in the snow activities assecondary messaging. The campaign will be in cooperation with selectedkey travel agents and provincial partners.The CTC have negotiated a Co op marketing initiative with NanShan, aleading Beijing Ski Resort.Spend CTC CAD $900K Partners CAD$100KMedia Channels – Digital, SEM, Radio, Print, Social Media and five TVprograms filmed in Alberta for Canada, You can be a Star.
  • 16. Season II of Canada, You Can be a Star will continue to target the growinghigh value independent traveller segment and will be our principle coreconsumer activity in 2013. The focus will be on creating awareness andinterest in Provinces, Territories and regions new to the China marketincluding unique SEC experiences likely to attract independent travellers.Timing - Launched April 17 2013 and runs through January 2014We will be maintaining the strong social media elements of the promotionand the weekly broadcast on the Travel Channel will be at the same time as2012 – Thursday 8:30 pm. In addition, we will significantly enhancedistribution and add value to the campaign.CANADA, YOU CAN BE A STAR – SEQUEL 2013
  • 17.  In addition to the Travel Channel film crew we will be adding a leading travel blogger and ajournalist from Traveler – a popular bi weekly magazine. We will be adding additional online distribution channels and the TVprograms will be available to view not only on Youku, but also PPTVand Iqiyi., the leading online portal will be a main partner in 2013 andwill be producing a Canada Minisite to cover the Canada, You can be aStar campaign. Production of daily 3 to 5 minute video clips during each trip andedited by the Travel Channel to be viewed on, CTCand partner’s Weibo pages plus Sina.comCANADA, YOU CAN BE A STAR – SEQUEL 2013
  • 18.  A call to action to specific Chinese travel agents will be included in the TV programs andTraveler We will be featuring alternative accommodation andtransport options including – B&Bs, self catering lodges, high endresorts, camping, wilderness resorts, canoe safaris, cruising, selfdrive, VIA Rail and recreational vehicles (RVs). The Canada, You can be a Star program broadcast on Travel Channel will also be shownon Kylin TV - a Canadian Chinese cable TV station. media channels.CTC is allocating up to CAD1.7 million to this campaign with anticipated AD/PR value inexcess of CAD 35 million.CANADA, YOU CAN BE A STAR – SEQUEL 2013
  • 19. Provisional outline itineraries and dates subject to discussion with partnersJune 22-July 6 Yukon/NWTJuly 14-28 BC West coast lodges and BC interior regions -Thompson Okanagan andKootenay RockiesAug 6-16 Nunavut Inside the Northwest Passage - Winning 2012 CoupleAugust 26-Sep 9 Atlantic ProvincesOct 7-21 Ontario / Quebec interiorDec 9-19 Alberta winter ski/heli ski and snowboarding - experiencedskiers/snowboardersCANADA, YOU CAN BE A STAR – SEQUEL 2013
  • 20. CANADA, YOU CAN BE A STAR – SEQUEL 2013Partner Advertising OpportunitiesThe Travel Channel – 29 programs from July 2013 to January 2014Anticipated viewers 1.7 million per program3x15 second commercials in each programCAD 2,000 per 15sec spot – value CAD 7,200/spot272x15 second commercials outside the program 20:30 -21:00pm everydayCAD 2,000 per 15sec spot – value CAD 7,200/spotAbove rates include 2x5sec bonus spots in each program– Value CAD 2,100/spot
  • 21. CANADA, YOU CAN BE A STAR – SEQUEL 2013The Traveler – Bi Weekly Magazine circulation 880,000Full page color Ad 36cmx26cm CAD 8,000 – Value CAD $22KHalf page color Ad 17cmx25cm CAD 4,000 – Value CAD $17KOther opportunities – Costs – promotional videos and images on minisite viewers – millions!CTC Weibo homepage – images & promo videos – 250,000 followers10 or 15sec Ads before the daily 3mins video clips on, Weiboand Canada, You can be a Star campaign site – Viewers – millions!
  • 22. Trade Shows & Events
  • 23. TRADE SHOWS & EVENTSInternational Luxury Travel Market - ILTMILTM Asia brings together the world’s most soughtafter collection of luxury experiences for the mostdiscerning Asia Pacific luxury travel trade buyers,for 4 days of unrivalled business opportunities.June 3 – 06, 2013 Shanghai Participating: CTC – Destination BC –Travel Alberta – OTMP –Sparkling Hill Resort – Tourism WhistlerVIP Mountain Holidays –Tourism Vancouver –Discover Holidays Canada –VIA Rail – Tourism Jasper –Hyatt Regency Calgary –Tourism Toronto –Ritz Carlton, Toronto/Montreal
  • 24. TRADE SHOWS & EVENTSBeijing International Tourism Expo - BITEHigh quality trade & consumer eventAttractive to quality Chinese agentsand our competitor destinationsCTC’s and partners first time participationJune 21 – 23, 2013 BeijingParticipating:CTC – Destination BC –Travel Alberta – OTMP –Tourisme Quebec – Across Travel –Tour East – Canadian Niagara Hotels
  • 25. TRADE SHOWS & EVENTSShowcase Canada AsiaOctober 14 – 18, 2013 Hangzhou, ChinaSheraton Hangzhou Wetland Park ResortCAD $160 incl. tax, service and breakfastCosts: CAD $3K per organization including 2 delegatesAdditional delegates CAD 1,500Sponsoring Partners CAD $15KAnticipated seller organizations – 100+Anticipated buyers: China 80 - India 40 - Japan 25 - Korea 25Full program of trade and media workshops, training, sales calls, MICE agents andcorporate client receptions plus extensive promotional social media activities throughoutthe year is also planned.