1. Tourism Calgary AGM,
April 2012
Presentation by Michele McKenzie, President & CEO, CTC

2. The Stampede

3. 25,000 photographs
A lot done 1 hr+ HD footage
5 3D vignettes
in a short Calgary Stampede videos
New Yorker cartoons
time… 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 the
traditional
modern

6. 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 you
really have a greater understanding of a place
and the people who live there?”
~ Al Dente blog

7. Looking ahead

8. Facing
tough
competition
Well-funded traditional ones.... as well as emerging ones… and the new Brand USA.

9. But also so International arrivals
many more
travellers
out there

10. Canada has
the top
country brand
…now is the time to
capitalize on it

11. Travellers think
‘Canada’
International travellers’ awareness of destinations
Global Tourism Watch surveys, 2011

12. Need to get them
started down the
Path to Purchase
First….
‘Canada or another destination?’ and then later…
‘which part of Canada?’

13. Collaboration
will be
important
especially alignment…
…in-market
…in branding

14. 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

15. 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, CTC
UK 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 event
calendar: 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 Library
uncoordinated invitations June 12 : Atelier des chef: Quebec event
June 18 – 22 Ontario Sales Mission
June or July Edmonton Tourism and Jasper Tourism Sales Mission
to all these Canadian July 1st: Canada Day on Trafalgar Square
July 17th : Travmedia Canada event, led by CTC
events/missions frustrates Aug 16th: CTC, QB, ALB, BC Ski Media event
Sept 8-11th – Banff Mission
and confuses the local September 24th : Whistler Managers mission
October – Whistler GM’s mission
October 16-17: Quebec Sales Mission
media/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

16. Branding
Poor brand
alignment
can dilute our
message

17. Alignment can
make our message
so much more
powerful

18. Travel Alberta & CTC
partnerships have
been a great model
 Co-location in China
 Frequent partnering on advertising
 Brand alignment

19. Up ahead:
the dreamliner
potential
 Potential boost for Calgary/Edmonton-sized destinations
 Work together to make sure Canada is prepared and can take
advantage of this innovation

20. www.corporate.canada.travel
follow me @CTCCEO