The marketing strategy is designed to help us meet the overall Tourism PEI objectives (X% increase in overnight stays; X% increase in Quebec visitation)Add web redesign (especially for F&E….and also Travel Trade where tour operators are becoming more web-oriented)
We are in the fortunate position of having more requests for media visits than we can handle. This has made us become too reactive to media calls and visit requests.Professionalize Public and Media Relations!The current FAM coordinator position will become a year-round position with additional focus on the activities listed on this slide.In addition, we will contract out a media relations coordinator (with dedicated skillset)Festival Express (goes beyond tourism….geneology, culinary, culture, etc). Examples: Bring Beach to downtown Montreal – fishing boat on Rideau Canal with Michael Smith and ceilidh.
Existing footage – speak to Brand Essence video and National Assets Program by CTC
Website – more focus on F&E and Travel Trade
Fortunate to have ‘tons’ of information…..just need to better organize!
1. Tourism Plan 2010<br />TIAPEI AGM<br />Tourism Advisory Council and Tourism PEI<br />
2. Tourism Advisory Council (TAC) Chair <br />Kevin Murphy<br />
3. Agenda<br /><ul><li>Opening Remarks
4. Year in Review 2009
5. Tourism Plan 2010
6. Goals & Objectives
7. Year of Culinary
8. Division Plans 2010
9. CRM & Sales
10. Strategy, Evaluation and Industry Investment
11. Marketing & Communications
12. Industry Opportunities</li></li></ul><li>Director of Strategy, Evaluation and Industry Investment (SEII)<br />Chris Jones<br />2009 YEAR IN REVIEW<br />
13. NATIONAL / REGIONAL OVERVIEW<br />A Year of Mixed Results<br />2009 YEAR IN REVIEW<br />
14. Year to Date (YTD) to August 2009<br /><ul><li>U.S. Overnight visits down 7%
15. Auto trips from the U.S. down 5%
16. Air trips from the U.S. down 10%
17. Occupancy down 6% points to a level of 59%.</li></ul>Canada<br />
18. <ul><li>YTD September 2009
19. Room nights sold are down 2%.
20. Room nights sold to U.S. and International visitors down 4%.
21. Room nights sold to Canadian visitors down 2%.
22. Provincial Park campsites sold up 14%.</li></ul>New Brunswick<br />
23. Nova Scotia<br /><ul><li>YTD September 2009
24. YTD visitation up 1%.
25. Auto visitors up 9%.
26. Motorcoach down 21%.
27. Air visitors down 13%.
28. Campsites sold up 1%.
29. Room nights sold down 4%.
30. Golf rounds played up 3%.</li></li></ul><li>Newfoundland & Labrador<br />YTD September 2009<br /><ul><li>Non-resident auto and air travelers increased 2%.
31. Fixed Roof Occupancy is 51%, up 1% versus 2008.</li></li></ul><li>PRINCE EDWARD ISLAND<br />2009 YEAR IN REVIEW<br />
77. Tourism Plan 2010<br />Tourism Advisory Council and Tourism PEI<br />
78. 2010 Direction<br />Culinary – Launch of a Five Year Strategy<br />Cultural Investment in Soft Periods<br />Convention Centre and Queen’s Wharf District<br />Continued Focus on Golf<br />Integrated Tourism Solution – roll out<br />Communications<br />
79. Tourism Advisory Council (TAC) Chair <br />Kevin Murphy<br />
80. 2010 Vancouver olympics<br />
81. 2010 Key Strategies<br /><ul><li>Enhance the business development/opportunity assessment funnel.
82. Further refine the marketing and sales approach.
83. Product investment accountability enhanced and supporting primary motivators.
84. Continued focus on the key vertical markets.
85. Require greater creativity to reach key high yield markets (mid-long haul family and couples 45+).</li></ul>36<br />
86. Overall Goal<br /><ul><li>To increase tourism through a focus on export markets with an emphasis on higher yield markets.</li></ul>37<br />
87. Industry <br />Objectives<br />
88. 2010 Departmental Objectives<br />1. Address soft visitation periods through product investment and marketing.<br />Peak<br /><ul><li>Avg Weekly bridge traffic (2004-08)
90. 2010 Departmental Objectives<br />2. Adhere to the discipline required to build a brand in the appropriate markets.<br />3. Expand participation and awareness of our tourism product.<br />4. Ensure that our investment addresses the desires of our key markets<br />5. Improved communications with industry.<br />40<br />
91. Kevin Murphy, Tourism Advisory Council Chair<br />and Sebastian Manago, Director of CRM and Sales<br />2010: Year of Culinary<br />
92. Culinary Alliance ofPrince Edward Island<br />Leveraging food for Island-wide<br />economic growth<br />
93. PEI Culinary Alliance<br />Mission<br />To facilitate the development of innovative food industry partnerships, culinary experiences and promotional programs that serve as a catalyst for:<br />Increased tourism visitations to Prince Edward Island<br />Increased consumption of rural PEI food products on-Island<br />Increased export sales of rural PEI food products<br />
94. PEI Culinary Alliance<br />Inaugural Stakeholders<br /><ul><li>Departments of Agriculture; Tourism; Fisheries, Aquaculture & Rural Development; Communities, Cultural Affairs & Labour and ACOA.
95. Representatives from respective industries:</li></li></ul><li>Initiatives<br />“Pack your appetite” promotion with the PEI potato board<br />4 million potato bags in Ontario & Quebec<br />“Flavours of PEI” Cookbook<br />Chefs association<br />Photos are owned by Tourism PEI<br />“Culinary Trail” <br />The PEI handbook for culinary tourism<br />Restaurants / Farmers / Fishers / Farm Markets / Culinary Experiences<br />
96. Initiatives<br />Culinary website<br />Integrating all content around PEI food experiences in one space<br />Michael Smith participation <br />Integration of programs between Tourism and Buy PEI<br />Marketing readiness program for non-traditional sectors<br />Participate and enhance our brand in food shows<br />Boston Seafood Show, Royal Winter Fair, NYC Food and Wine Show, Vancouver Eats<br />
97. Initiatives<br />Expansion of Michael Smith’s role <br />Culinary ambassador of PEI including broadcast, media outreach, food launches, etc.<br />Festival Express<br />Bring PEI to key markets in an integrated approach<br />Integrate restaurant and retail promotions with culture, tourism and culinary.<br />Chef’s Summit<br />Key influencers<br />Professional development<br />
98. 2 Year Outlook<br />Further build export markets based on the big 4<br />Lobster, Mussels, Oysters, Potatoes in combination with tourism<br />Build key distribution partnerships<br />Franchises, Regions<br />Build the Artisanal food producer base<br />Cheese makers, distillers, wineries etc. in rural PEI<br />Expand/build Fall Flavours beyond regional festival<br />Increase traffic and bums in beds<br />
100. Divisional segments<br />CRM<br /><ul><li>Customer Relationship management</li></ul>Sales<br /><ul><li>Central Reservation system
102. Distribution</li></ul>Visitor (Industry) Services<br /><ul><li>VIC’s , Call Center, industry services</li></ul>ITS Management<br />
103. 2009<br />Launch of the central customer database<br />800,000 and growing<br />Newsletter<br />Drastic increase from 70,000 to 400,000 recipients<br />Central Reservation System<br />200 operators<br />3,100 bookings<br />7,300 room nights<br />Over $1 million in sales<br />
104. Sales (The Sales Funnel since May)<br />Unique visitors to www.tourismpei.com<br />
105. CRM plan for 2010<br />Create script for customer interaction<br />Create e-mail conversation<br />Track Visitor Guides<br />Delay the commission one more year<br />The $50 fixed fee will be extended for one more year<br />
106. ITS: new for 2010<br /><ul><li>Transition fromSlumberland to BookPEI
107. New Functionalities
108. New User Interface for January, 2010
109. Communications Plan
110. Industry Survey
111. Focus Groups
112. Consumer Testing
113. Operator Outreach
114. Workshops</li></li></ul><li>ITS: New for 2010<br />Distribution <br />Travel Agents / other / RTA’s<br />Expedia - Homeaway<br />Activity operators<br />Reservation system for non accommodation operators<br />Map – communities<br />Enable geographic search for communities<br />Ad Space<br />More options for context driven advertising<br />Operator Services<br />Self serve<br />What’s going on in your area<br />
115. Director<br />Chris Jones<br />DIVISION of STRATEGY, EVALUATION AND INDUSTRY INVESTMENT<br />
117. Strategic Development Initiatives<br />OBJECTIVE to create and drive demand through investment<br />…to create that compelling reason to visit Prince Edward Island<br />
118. 2010Culinary FocusOperational Planning<br />
119. 2011 CULTURAL EXPLOSION<br /><ul><li>Very preliminary concept stage
120. Early July and / or late August
121. Create a multi day Cultural Explosion
122. Build on existing elements such as Cavendish Beach Music Festival and the Festival of Lights and work with Summerside to establish icon / anchor event.
123. Work with RTA’s to establish participation events.</li></li></ul><li>Portfolio forInvestment in Industry Activities<br />
124. Strategic Investment Fund <br />Golf PEI, MCIT, Cruise Ships, Festival and Events PEI, Fall Flavours, Cavendish Music Festival<br />PRINCIPLES<br />Facilitate tourism growth by investing in initiatives that match research based expectations of our target markets. <br />Invest in primary motivators and those initiatives that promote sales / marketing and quality assurance efforts.<br />Invest in activities that are provincial in scope and match the priorities set by government and industry. <br />
125. Innovation Fund<br />Jazz and Blues Festival, Shellfish Festival, Couples Golf, Island Marathon, College of Piping<br />PRINCIPLES<br />Invest in proposals that relate directly to the development and enhancement of products identified in the TAC - Tourism Strategy for Competitiveness. <br />Application driven fund to invest in initiatives developed by tourism non profits and tourism sector organizations. <br />The goal is to strengthen Prince Edward Island’s appeal as a destination.<br />
126. Industry Investment Fund Changes<br />Multi-year contracts<br />Greater focus on non-resident market penetration<br />Participant lists (where possible) for CRM.<br />Exit clause (where appropriate).<br />Establish Review Committee (where appropriate)<br />Greater focus on increasing the Return on Investment.<br />
127. Portfolio for Investing in Regional Initiatives<br />
128. Regional Product Development Fund <br />Island East, Cavendish Beaches Dunes Shore, Charlottetown, South Shore, Summerside, Western<br />PRINCIPLES<br />Focus on initiatives that support the Department and TAC Strategy and strengthen regional tourism.<br />
129. Regional Foundation Fund<br />Support for Cavendish, St. Peters, Summerside and Charlottetown…Destination Centres<br />Support for Foundation (business plans, professional development) South Shore, Western and Kensington<br />PRINCIPLES<br />To support management and operations of destination centres<br />To support research, planning and product development<br />
130. Regional Tourism AssociationsNew Initiatives - Comprehensive Review <br />Examine partnership model.<br />Establish the most effective and efficient roles and funding for RTA’s, DMO’s and stakeholder groups.<br />Establish “role clarity” and “funding certainty”.<br />Review of funding model.<br />Build consensus.<br />Create a model for province-wide support of vertical activities<br />
131. Research Plan 2010-11Key Areas of Focus<br />Customer Relationship Management<br />Establish consumer profiles<br />Integrate sales and marketing opportunities<br />Assist with closing the sale.<br />Marketing Evaluation (by market and campaign)<br />Awareness testing<br />Conversion – measuring campaign effectiveness<br />TRC – Ongoing Panel Research<br />Continue with foundation elements to estimate volume, value, and business case<br />
133. 2010 MARKETING HIGHLIGHTS<br />Remain Brand Focused / Product Driven in some markets / Sales-Oriented with strong CTA<br />Targeted marketing initiatives for Golf and Culinary<br />Proactive PR and Media Relations Activities<br />More Focus on Social Media and Internet; Less on Television<br />Incorporation of Experiential Tourism Products<br />More Prominence to Festival & Events<br />Islanders/VFRs as Ambassadors<br />
134. VERTICALS<br />GOLF<br />Golf Channel opportunities<br />Nike partnership<br />CULINARY<br />Culinary Alliance initiatives (i.e.- co-marketing Potato Board contest, Culinary Trail)<br />Food Ambassador Chef Michael Smith<br />PR through Festival Express<br />Promotion of culinary experiential tourism products and freshness of food from land and sea (through various media)<br />CULTURE<br />Development stage – creating the platform<br />
135. PR – MEDIA FOCUS<br />Pro-active approaches to media; matching requests with Tourism PEI strategy<br />Better tracking of media stories published and their associated value<br />Press kits to be developed<br />Copy writing/editing of PEI stories and highlights for various publications <br />Festival Express– taking PEI to prospective visitors generating media and consumer interest<br />
136. TELEVISION<br />Reduce spend from $900,000 to $200,000 (Quebec only)<br />Reduce production cost by utilizing existing footage in the development of creative.<br />Creative to evoke emotion with focus on landscape, scenery, people and iconic products. <br />Phasing out of television and looking at broadcast opportunities. <br />Explore other avenues such as airlines, cinema and broadcast on web.<br />
137. SOCIAL MEDIA<br />Twitter – tweets will be coming directly from PEI as opposed to current setup through Grey <br />More videos on You Tube and on our own website made possible through National Assets Program and other video footage.<br />Work with industry to increase presence of Prince Edward Island tourism products on social media sites (i.e. – coop support of video project for our site, operator site and You Tube).<br />Revamp website<br />
138. FESTIVALS & EVENTS<br />Visitor Guide Task Force<br />Top reasons to get a guide include festivals and events<br />Currently the weakest section of our Visitor Guide<br />Transition year…. keeping listings but producing a separate F&E brochure<br />76<br />
139. WEBSITE<br /> Site is currently informational and transactional. We will make it more emotional and user-friendly.<br /><ul><li>More videos and visuals
140. Simplify menus
141. Enticing and easy to navigate section for Festivals & Events
144. Festival Express (PR on the road…golf simulator, beach, etc)
145. Anne Chouinard online golf tips
146. Social media and online
147. Television brand sells in Quebec
148. Continue with French creative (vs. translations)</li></ul>MARITIMES (include Maine)<br /><ul><li>CTA linked to event or festival (product vs. brand messaging) </li></ul>ONTARIO<br /><ul><li>Festival Express (culinary with Michael Smith, golf)
149. Social media and online</li></li></ul><li>Tourism Advisory Council (TAC) Chair<br />Kevin Murphy<br />
150. Tourism Plan 2010<br />Tourism Advisory Council and Tourism PEI<br />