DSWNA Semi Annual-Update-November-2013

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DSWNA Semi Annual-Update-November-2013

  1. 1. November 21, 2013 Kejimkujik National Park and National Historic Site, NS
  2. 2.  Situational Analysis & Overview  DSWNA Overview  Visitor Satisfaction Survey Overview  Marketing Update & Overview
  3. 3.  Review of statistics for Nova Scotia and our region (Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores and South Shore) ◦ ◦ ◦ ◦ ◦ Nova Scotia Visitation Entry Points Visitor Information Centres Southwest Nova Scotia Visitation Rooms Sold (#)
  4. 4. 2013 101200 39600 87800 Atlantic Canada Quebec Ontario 306500 672800 Western Canada US Overseas 61500 Visitation to NS was 1,128,500
  5. 5. 800000 700000 600000 500000 400000 300000 200000 100000 0 2013 2012 2011
  6. 6. 900000 800000 700000 600000 500000 400000 300000 200000 100000 0 834000 395200 2013 Remained on par 0 Digby 2012 2011 0 Yarmouth Halifax Amherst International Airport **Digby entry point did not have remunerators in 2013.
  7. 7. 80000 70000 60742 60000 50000 42900 40000 2013 30000 2012 20000 2011 10000 5750 0 Bay of Fundy & Yarmouth & South Shore Annapolis Valley Acadian Shores Guest Book Signatures – 118,285
  8. 8. May – October 2013 12510 Atlantic Canada 44305 20578 Ontario Quebec Western Canada 13579 USA 18906 7226 Oveseas
  9. 9. 60000 50000 40000 30000 20000 2013 10000 2012 0 2011
  10. 10. 140000 120000 100000 80000 2013 60000 2012 40000 2011 20000 0 Bay of Fundy & Yarmouth & South Shore Annapolis Valley Acadian Shores *Please note that not all properties reported their rooms nights sold in 2013, which affects the overall numbers in the region
  11. 11. DSWNA 2013-2014 Update On a path to grow tourism by 1%
  12. 12.    Increase length of stay Increase visitation Increase visitor economy
  13. 13. 1. Provide partnership opportunities for marketing that are affordable, accessible and effective. 2. To unite tourism stakeholders within the region on common goals. 3. Facilitate, coordinate and support product development and enhancement within the region 4. There is pride and value for municipal and members investment 5. Serving visitors for excellence
  14. 14.         Industry /Members in region Communities & Towns Municipal Units (28) Bay Ferries Limited Quest (Nova Star) TIANS/RTIAs/DMOs in NS Nova Scotia Tourism Agency (NSTA) Grassroot Organizations ◦ ◦ ◦ ◦ ◦ ◦ ◦ Yarmouth & Acadian Shores Tourism Association Bluenose Coast Annapolis Valley Chamber of Commerce Shelburne County Tourism Association Digby & Area Tourism Association Region of Queens (Economic Development) Boards of Trades/Chamber of Commerces
  15. 15. Stakeholders Board of Directors Executive Director (Jeanette Joudrey) Marketing Manager (Monica MacNeil) Marketing /Content Committee(s) Guide Task Force(s) Executive Assistant (Patti Smith) Membership/ Communications Manager / Visitor Services (Ainsley Bartram) Membership Committee Visitor Services Task Force Communications Committee
  16. 16.        Marketing/Content Membership Communications Visitor Services Task Force Guides Task Force Municipal All committees are represented by industry, board members and municipal units
  17. 17.       Provincial research Google Analytics (Website) Visitor Satisfaction Survey Visitor Information Centre Statistics Operator Surveys (Self-Audits) Partnership Updates/Reports
  18. 18.       Increase Website Unique Visits by 2% Decrease Website Bounce Rate by 2% Increase Travel Club by 5% Communicate with Travel Club at least 8 times/year DSWNA in partnership will welcome Roger Brooks to conduct assessments in the region Enhance the Landing Page for meetings & events – www.meetnovascotia.com
  19. 19.         Increase facebook industry members by 10% Host three (3) Industry Café in each region Increase annual membership by 10% Train staff to be a World Host Facilitator New Industry Portal (Southwest Connections) Develop a new newsletter template Review and Update Municipal Investment Program Create consumer/visitor facebook page
  20. 20. Launched new website in late 2012 Results to date have been positive April1October 31 Unique Visits Pageviews Bounce Rate 2013 57,149 283,722 46.02 2.57 2012 38,061 161,058 50.85 2.35 +50.15% +76.16% -9.51% +11.59% Difference Duration
  21. 21. Top 5 Provinces      Nova Scotia Ontario Quebec New Brunswick Alberta Top 5 Canadian Cities      Halifax Bridgewater Dartmouth Toronto Yarmouth Top 5 US States      Massachusetts New York California Florida Texas Top 5 US Cities      New York Boston Houston Washington Lincoln
  22. 22.  Increase Travel Club by 5% ◦ 8,530 (increase of 4% to date)  Communicate with Travel Club (8 times/year)
  23. 23. Contact Information Address, Phone, Email, Website (hyperlinked) Social Icons with links directly to page (Facebook, Twitter, Google, YouTube, etc 150-word description Google Map Placement (Longitude, Latitude)
  24. 24.  Southwest Connections ◦ New Industry Portal ◦ New industry newsletter ◦ Highlights Save the Date What’s the Buzz News you need to know Membership Information Membership Sign up using – PayPal (on-line)  Research and Insights  Marketing Information  Features members     
  25. 25.  Change in the Industry Portal, Southwest Connections   Development of a new industry newsletter/update Features ◦ Highlights the three (3) regions ◦ Provides highlights with the option to read more… ◦ Connects into the Southwest Connections Industry Page ◦ Clear and easy to read and navigate ◦ Visual pleasing
  26. 26.  In partnership with Atlantic Canada Opportunities Agency (ACOA) and Nova Scotia Tourism Agency (NSTA), DSWNA welcomed Roger Brooks to conduct assessments in following: ◦ South Shore (Bluenose Coast and Queens & Shelburne) ◦ Yarmouth & Acadian Shores Other partners in the project were: Bluenose Coast, Yarmouth & Acadian Shores Tourism Association, Region of Queens, Shelburne County Tourism Association
  27. 27.   Currently awaiting final assessment reports for each region which will be circulated to all participants and available on-line. All sessions were video-taped and are available on-line (YouTube Channel) www.youtube.com/user/southwestnstourism ◦ Bluenose Coast Re-Assessment - October 23, 2013  Days Inn Bridgewater – 9am-12Noon  78 participants to date ◦ Queens/Shelburne Counties Assessment - October 23, 2013  White Point Beach Resort – 6-9pm  70 participants to date ◦ Yarmouth & Acadian Shores Assessment - October 24, 2013  Yarmouth Wesleyan Church – 8:30am-11:30am  94 participants to date
  28. 28.  Building on the success of the itineraries developed in 2012 Itineraries (Top 5) – increase of 54.44% over YTD 2012 Pageviews Travel Ideas 2,221 Fred’s Hole 927 36 Hours – South Shore 780 Fish & Chip Tour 675 Foodie’s Guide 542  Developing 8 new road trip itineraries for the region (to be launched in 2014) ◦ Two itineraries that connect all three regions ◦ Six regional itineraries
  29. 29.  Meetings & Events ◦ www.meetnovascotia.com  8 partners in region to date  White Point Beach Resort, Best Western Plus Liverpool, Best Western Plus Bridgewater, Atlantica Hotel & Marina Oak Island, Digby Pines Golf Resort & Spa, Annapolis Basin Conference Centre, Rodd Grand Yarmouth and Old Orchard Inn  New copy was written for landing page, focusing on the 3 UNESCO World Heritage Sites in our region  Enhanced Facilities Chart  Presentation to the Meetings & Events - Atlantic Chapter (Board of Directors)  1,010 unique pageviews from mid-August-October
  30. 30.  Packaging Workshops ◦ 17 participants - CBDC Shelburne, New Business unnamed ATV Tours, Coopers Inn, Lockeport Landing, Lockeport Spa, Harmony Bazaar, Town of Wolfville, Boxing Rock Brewery, Lunenburg Folk Harbour Festival, Milford House, Wharf Rat Rally, MacKenzie Motel & Cottages, Wildwood Motel ◦ Hosting another session in Wolfville area ◦ Worked with Rendez-Vous de la Baie  Self Audits (Industry) – September  Three Industry Cafes (Marketing Input) ◦ 60 participants provided feedback ◦ South Shore - September 24  28 participants ◦ Bay of Fundy & Annapolis Valley – September 26  10 participants ◦ Yarmouth & Acadian Shores – October 2  30 participants
  31. 31.  Develop a program to showcase all of our assets, experiences, businesses; however not lose sight of our priority to members ◦ A few features of the new membership program:  Enhanced website listing with social media, maps, etc for members;  Preferred pricing on marketing opportunities,  Distribution to VICs (brochures)  Workshops, Networking Opportunities  Access to industry updates (communications)  Preferred pricing on conferences, workshops, etc ◦ $50.00 + HST (Annual Rate)
  32. 32. Membership by region 80 70 60 50 40 30 20 10 0 67 54 14 2 Bay of Yarmouth & South Fundy & Acadian Shore Annapolis Shores Valley Other Membership by region
  33. 33.  Formula based program ◦ Uniform Assessment and Population  New for 2013 ◦ Municipal Units that invest into Destination Southwest Nova Association - the not for profits in the unit will receive a membership with all of the benefits ◦ Currently updating the website now with the confirmed municipal investment participants and the not-forprofits   Reviewing program for 2014 and beyond Establishing a Municipal Committee for input into development of enhance program
  34. 34.   Create a consumer/visitor facebook page highlighting the region Working on Trip Advisor Regional Pages Facebook/Twitter Likes/Followers to date – end of October Facebook (Industry) 543 Facebook (Visitors) 136 Twitter (Industry) 345 Twitter (Visitors) 267 Pintrest 51
  35. 35.      Assist in the co-management of 25 VICs in region (Chester – Windsor) + 2 Provincial Centres in our region (Yarmouth & Digby) Hosted training – Product Knowledge, WorldHost, Service 1st and CPR/First Aid – over 30 participants Patti Smith is trained as World Host Facilitator in region What’s Happening Now Program ◦ Circulated weekly to VICs in NS and industry in our region ◦ Encourage/awareness of what is happening around the region to provide the information to visitors ◦ Links to Festivals/Events Page on website
  36. 36.  Strategic Approach to Visitor Servicing in the region ◦ Developed a Tiered Investment Formula for 2013        Occupancy (avg 3 years) Visitors counselled (avg 3 years) Investment into Tourism (Sponsoring Units) Months of Operation Quality Standards Program Proximity to Provincial VIC Agreement fulfilled previous year ◦ Conducted mystery shops in 2013  7 out of 25 VICs exceeded expectations  10 out of 25 VICs met expectations  8 out of 25 VICs needs improvements Task Team is working on a strategy for 2014 for the region along with the NSTA and other RTIAs/DMOs.
  37. 37. VIC Exceeds Expectations Windsor Wolfville Meets Expectations Needs Improvement   Hantsport  Kentville  Kingston  Berwick  Bridgetown  Middleton  Bear River  Annapolis Royal Digby   Tiverton  Weymouth Clare   Yarmouth  Clark’s Harbour Barrington   Shelburne  Lockeport  Liverpool  Caledonia  Blockhouse  Lunenburg  Mahone Bay  Chester 
  38. 38.  Completed the Visitor Satisfaction Survey for Visitors to our region ◦ Bi-Lingual Survey ◦ In partnership with Yarmouth & Acadian Shores Tourism Association ◦ Available in all VICs and member properties in the region ◦ 469 responses received
  39. 39. • Why: Measure visitor satisfaction, assess alignment with target markets and direction of marketing strategy • Who: Visitors stopping at VIC’s and some member establishments were given post cards with survey url on it (offered in English & French) • How Many: 469 respondents • Time Frame: between May and October 2013
  40. 40. Visitors Satisfaction Survey Results Country of Origin Canada United States 3% 13% 84 % Over seas
  41. 41. Province/State/Region of Origin Western Canada NS rest of Altantic Canada Quebec Ontario US Over seas 3% 13% 23% 7% 19% 29% 6%
  42. 42. Transportation Airport 31% 62% Princess of 7% Acadia
  43. 43. How many people per group 4% 13% by myself 27% 2 3-6 people 7+ 56%
  44. 44. Party Make Up Just Two of Us 13% Vacation with 8% friends 52% 16% Family vacation 11% Multigenerational
  45. 45. Reason for Visiting 2% Vacation 11% Vacation Package 24% 58% 4% Festival / Event Visiting friends 1% & Family
  46. 46. Where else will you be visiting? Halifax Cape Breton NB PEI US Just here and then back home Other places in NS Other 7% 12% 22% 14% 30% 9% 1% 5%
  47. 47. 2% What other regions? 54% 71% BFAV SS YAS Unsure 64%
  48. 48. Trip planning tools novascotia.com 21% 43% 26% 6% 7% 9% novascotiabackyard.c om yarmouthandacaidan shores.com 20% 45% 17% 21% 19% D&D BFAV Do & Dream guide * People may select more than one checkbox, so percentages may add up to more than 100%
  49. 49. 7% Tools used while travelling 30% 4% Mobile Device 53% Doers & Dreamers Regional Guides 23% 47% 53% NS Map Community Map VIC 23% 63% 17% Tablet Laptop * People may select more than one checkbox, so percentages may add up to more than 100%
  50. 50. Experience enjoyed the most 11% Beaches & Seacoast 10% 37% Food & Wine Cities & Towns Culture 19% Outdoor Adventure 13% 10% History
  51. 51.   Relate very closely to the 2010 Provincial Exit survey Evidence to support targets markets and marketing strategy
  52. 52. Novascotiabackyard.com April 1,2012- October 31, 2013 Unique Visitors-57,149 vs 38,061 over 50% Marketing Opportunities 1387 Travel Trade list 15 Marketing Opps
  53. 53.  Nova Scotia Primarily HRM  New Brunswick Primarily Saint John and Moncton  Non-resident Visitors Travelling in Nova Scotia  Eastern USA, Ontario, Quebec, Western Canada In partnership with NSTA
  54. 54.        Optimyz Jan 2013 Atlantic Motorcycle & RV Show Feb 2013 Ottawa Vacation Show Mar 2013 AAA Travel Show MA Mar 2013 Sports & RV Show Mar 2013 Saltscapes Expo Apr 2013 Incentive Works Aug 2013 Toronto
  55. 55. Summer Vacation Guide NB Golf Guide NB Telegraph Journal Bundle Chronicle Herald
  56. 56.  Saltscapes Food & Travel 250,000 copies, 8 partners  Summerscapes 399,500 copies, 8 partners  Saltscapes Sep/Oct 408,000 readers, 4 partners*  Winterscapes 325,000 copies
  57. 57.    Allnovascotia.com-awareness ads Novascotiawebcams Herald.ca
  58. 58.     Bay Ferries Maritime Saver Free Concierge Experience Program & Information POA- Photo Booth Car Road Trips Regional Guides 2014
  59. 59. AVCC YASTA Bluenose Coast Bay Ferries Ultimate Road Trip Central Nova Tourism Association Discover Saint John
  60. 60.   Postcards/Business Cards Digital Ads Repurposed
  61. 61.     Bloggers Catherine Lefebvre, Huffington Post Meeting & Event Planners Tour Meeting Planners International MPI Atlantic 24 International Tour Operators South Shore
  62. 62.  NSTA focus on Quebec and Ontario markets  Road Trips, Trade Shows & Social Media        DSWNA focus on aligning with NSTA Messaging in market audience top of mind Experiences Outdoor/ Culinary/ Culture Partnership with NSTA (CTV) Fisheries of the Atlantic, Lunenburg Killiam’s Wharf, Yarmouth Historic Gardens, Annapolis Royal
  63. 63. Call to action on the majority of marketing initiatives www.novascotiabackyard.com     Unique Visitors 57,149 vs 38,061 (50.15) Page views 283,722 vs 161,058 (76.15) Average visit duration 2.57 vs 2.35 (11.59%) Bounce rate 46.02% vs 50.85% (9.51%) (April 1-Oct 31, 2013 vs same 2012)
  64. 64. Top 5 Referrals  Novascotia.com  Fundyfun.com  Ferries.ca  Halifax.ca  Novascotiawebcams.com  Number 6 is Facebook.com
  65. 65. Top 5 Pages      Festivals & Events Homepage Things to See & Do Explore the South Shore Where to Stay Number 6 is Explore our Regions
  66. 66. Top 5’s Canada - NS, ON, QC, NB, AL United States - MA, NY, CA, FL, TX Itineraries: 1654 unique page views Meetings & Events: 999 unique page views UNESCO: 675 unique views
  67. 67.         Social Media Facebook Industry 543 Twitter Industry 345 Facebook Nova Scotia Backyard 136 Twitter Nova Scotia Backyard 267 Pinterest 51 followers Blog Nova Scotia’s Backyard update monthly Youtube Trip Advisor page approvals- yet to be utilized
  68. 68.  Novascotiabackyard.com  Regional focus  Connecting Regions with loops
  69. 69.     Lead with Experiences Outdoor Culinary/Wine Culture
  70. 70.          NSTA YASTA AVCC Nova Star Cruises Bay Ferries Discover Saint John Discover Portland Bay of Fundy Tourism Central Nova Tourism Association
  71. 71.        January 2013-October 31st Marketing Opps Contingent on member/industry buy in Combine print/digital offers Look to more online opportunities Use of Social Media and links Mobile Website Bilingual
  72. 72.         Focus Campaigns Regionally Promote our loops 8 new Road Trip itineraries Creative Heavy with Images & Video Less Text Website Images Video, Less Text Leverage Social Media Members Mobile
  73. 73. Magazines  Saltscapes Food & Travel 250,000 copies    Summerscapes-package advertisements Winterscapes-package advertisements Greater Halifax Visitors Guide 185,000 copies
  74. 74. Newspaper New Brunswick Bundle Telegraph/Here Saint John & Provincial Editions Focusing on Regional Pages 100,000 readers Chronicle Herald Provincial Distribution Focusing on Regional Pages 297,100 readers
  75. 75. Newspapers Boston Globe Boston Herald In partnership with NSTA and industry
  76. 76. Trip Advisor Facebook.ca Google Adwords Novascotiawebcams.com Allnovascotia.com Herald.ca Boston.com
  77. 77. Trade Shows Optimyz Health Expo Moncton Motorcycle Show Saltscapes Expo (2 possible) Ottawa Vacation Show AAA Travel Market Place Atlantic Outdoor & RV Show
  78. 78. -Bay Ferries on board program -Nova Star Cruises -Discover Saint John -Discover Portland -Concierge Saint John/Portland/Halifax -Seaport Market -Travel Media -Regional Guides
  79. 79. SW Connections  Facebook Industry & Visitor  Twitter Industry & Visitor
  80. 80. What can you do? Join us through SW Connections keep updated Follow or like us on Twitter and Facebook Share Check Trip Advisor     Are you ready? Roger Brooks videos are on our Youtube One opportunity to make a first impression
  81. 81.       Boston Christmas Tree @TreeforBoston https://www.facebook.com/TreeForBoston Leverage every social channel Like, share, support December 5th Christmas Tree Lighting The celebration title sponsor the Province of Nova Scotia, lead sponsor TripAdvisor’s tripadvisor.com/careers. Additional support is provided by WCVB-TV Channel 5, Magic 106.7 FM, the Boston Herald, and the Boston Globe.
  82. 82. Destination Southwest Nova exists so that tourism is a viable and sustainable industry in Southwest Nova Scotia.    Swconnections.com Novascotiabackyard.com Destination Southwest Nova Association

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