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

1. Consumer Marketing Plan 2013 - China
Derek Galpin, Managing Director - China

2. 2013 Marketing Plan and
Partner Opportunities

3. BRIEF SWOT ANALYSIS 2013
Strengths
 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 for
Canadian 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 for
Beijing and 6 for Shanghai and may increase following Federal budget
announcement
 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 CTC
core market.

4. BRIEF SWOT ANALYSIS 2013
Weakness
 Lack of resources and funding compared to key long haul
competitor destinations
 Lack of RTOs specializing in FIT itineraries currently investing
in the China market
 Lack of individual tax refund program
 Lack of qualified Chinese speaking tour guides in some
Canadian cities and regions

5. BRIEF SWOT ANALYSIS 2013
Opportunities
 Creation of SEC allows effective target marketing of the affluent middle
class traveler segment.
 Strong demand for Canada presents opportunities for air carriers to
consider additional Canadian gateways.
 The expansion and widespread use of social media channels in China
creates significant advocacy and innovative promotional opportunities
and when used creatively is a powerful marketing tool
 CTC partnering with new provinces and territories now entering the
market will provide greater awareness of more diverse experiences
and a variety of new destinations.
 Possibility of reinvesting in Taiwan with direct air services of 14 flights a
week into Canada

6. BRIEF SWOT ANALYSIS 2013
Threats
 Political instability in the region
 An extension of solo marketing activities could dilute the
effectiveness of the Canada brand
 Continued increase in spending and investment by our long haul
competitor destinations such as Australia, USA .
 Demand for visas linked to air capacity growth could overwhelm
Canadian Embassy visa section despite new investment in
resources

7. 2013 TACTICAL CONSUMER & TRADE COOP
COMBINED CAMPAIGN – SPRING/SUMMER
Commencing mid April
A combined direct to consumer and trade coop tactical campaign
utilizing CTC branded creative to accelerate consumers through the
path to purchase with focus on SEC in conjunction with selected key
accounts and in partnership with key provinces
 Spend CTC CAD 1 million Partners CAD $200K
 Media Channels – Digital, SEM, Radio, Print, Social Media

8.  Online Banner
2013 TACTICAL CONSUMER & TRADE COOP
COMBINED CAMPAIGN – SPRING/SUMMER

9. 2013 TACTICAL CONSUMER & TRADE COOP –
SPRING/SUMMER
 Online Banner

10.  Print Creative
2013 TACTICAL CONSUMER & TRADE COOP –
SPRING/SUMMER

11.  Print Creative
2013 TACTICAL CONSUMER & TRADE COOP
COMBINED CAMPAIGN – SPRING/SUMMER

12.  All CTC advertising creative including agent coop will utilize CTC
branded Ads.
CTC is in discussions with key travel agents in China to buy into
CTC advertising and inclusion as the call to action in the
Canada, You can be a Star campaign 2013. Preference will be given
to those agents offering quality FIT itineraries.
FIT agents willing to partner with CTC in the above programs will be
included in the new Canada Interest Scheme visa process in
conjunction with the Canadian Embassy which will provide improved
service and turn round times for FIT Visa Applications.
2013 TACTICAL CONSUMER & TRADE COOP
COMBINED CAMPAIGN – SPRING/SUMMER

13. TACTICAL CONSUMER & TRADE COOP 2013/2014
WINTER CAMPAIGN - Launch Ski Canada !
Commencing November 2013
A combined direct to consumer and trade coop tactical campaign utilizing
CTC branded creative to create consumer awareness of Canada as a
premium ski and snowboarding destination with fun in the snow activities as
secondary messaging. The campaign will be in cooperation with selected
key travel agents and provincial partners.
The CTC have negotiated a Co op marketing initiative with NanShan, a
leading Beijing Ski Resort.
Spend CTC CAD $900K Partners CAD$100K
Media Channels – Digital, SEM, Radio, Print, Social Media and five TV
programs filmed in Alberta for Canada, You can be a Star.

14. LAUNCH SKI CANADA

15. LAUNCH SKI CANADA

16. Season II of Canada, You Can be a Star will continue to target the growing
high value independent traveller segment and will be our principle core
consumer activity in 2013. The focus will be on creating awareness and
interest in Provinces, Territories and regions new to the China market
including unique SEC experiences likely to attract independent travellers.
Timing - Launched April 17 2013 and runs through January 2014
We will be maintaining the strong social media elements of the promotion
and the weekly broadcast on the Travel Channel will be at the same time as
2012 – Thursday 8:30 pm. In addition, we will significantly enhance
distribution 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 a
journalist from Traveler – a popular bi weekly magazine.
 We will be adding additional online distribution channels and the TV
programs will be available to view not only on Youku, but also PPTV
and Iqiyi.
 Sina.com, the leading online portal will be a main partner in 2013 and
will be producing a Canada Minisite to cover the Canada, You can be a
Star campaign.
 Production of daily 3 to 5 minute video clips during each trip and
edited by the Travel Channel to be viewed on Keepexploring.cn, CTC
and partner’s Weibo pages plus Sina.com
CANADA, YOU CAN BE A STAR – SEQUEL 2013

18.  A call to action to specific Chinese travel agents will be included in the TV programs and
Traveler
 We will be featuring alternative accommodation and
transport options including – B&Bs, self catering lodges, high end
resorts, camping, wilderness resorts, canoe safaris, cruising, self
drive, VIA Rail and recreational vehicles (RVs).
 The Canada, You can be a Star program broadcast on Travel Channel will also be shown
on 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 in
excess of CAD 35 million.
CANADA, YOU CAN BE A STAR – SEQUEL 2013

19. Provisional outline itineraries and dates subject to discussion with partners
June 22-July 6 Yukon/NWT
July 14-28 BC West coast lodges and BC interior regions -Thompson Okanagan and
Kootenay Rockies
Aug 6-16 Nunavut Inside the Northwest Passage - Winning 2012 Couple
August 26-Sep 9 Atlantic Provinces
Oct 7-21 Ontario / Quebec interior
Dec 9-19 Alberta winter ski/heli ski and snowboarding - experienced
skiers/snowboarders
CANADA, YOU CAN BE A STAR – SEQUEL 2013

20. CANADA, YOU CAN BE A STAR – SEQUEL 2013
Partner Advertising Opportunities
The Travel Channel – 29 programs from July 2013 to January 2014
Anticipated viewers 1.7 million per program
3x15 second commercials in each program
CAD 2,000 per 15sec spot – value CAD 7,200/spot
272x15 second commercials outside the program 20:30 -21:00pm everyday
CAD 2,000 per 15sec spot – value CAD 7,200/spot
Above rates include 2x5sec bonus spots in each program
– Value CAD 2,100/spot

21. CANADA, YOU CAN BE A STAR – SEQUEL 2013
The Traveler – Bi Weekly Magazine circulation 880,000
Full page color Ad 36cmx26cm CAD 8,000 – Value CAD $22K
Half page color Ad 17cmx25cm CAD 4,000 – Value CAD $17K
Other opportunities – Costs TBA
Sina.com – promotional videos and images on minisite viewers – millions!
CTC Weibo homepage – images & promo videos – 250,000 followers
10 or 15sec Ads before the daily 3mins video clips on Sina.com, Weibo
and Canada, You can be a Star campaign site – Viewers – millions!

22. Trade Shows & Events

23. TRADE SHOWS & EVENTS
International Luxury Travel Market - ILTM
ILTM Asia brings together the world’s most sought
after collection of luxury experiences for the most
discerning 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 Whistler
VIP Mountain Holidays –
Tourism Vancouver –
Discover Holidays Canada –
VIA Rail – Tourism Jasper –
Hyatt Regency Calgary –
Tourism Toronto –
Ritz Carlton, Toronto/Montreal

24. TRADE SHOWS & EVENTS
Beijing International Tourism Expo - BITE
High quality trade & consumer event
Attractive to quality Chinese agents
and our competitor destinations
CTC’s and partners first time participation
June 21 – 23, 2013 Beijing
Participating:
CTC – Destination BC –
Travel Alberta – OTMP –
Tourisme Quebec – Across Travel –
Tour East – Canadian Niagara Hotels

25. TRADE SHOWS & EVENTS
Showcase Canada Asia
October 14 – 18, 2013 Hangzhou, China
Sheraton Hangzhou Wetland Park Resort
CAD $160 incl. tax, service and breakfast
Costs: CAD $3K per organization including 2 delegates
Additional delegates CAD 1,500
Sponsoring Partners CAD $15K
Anticipated seller organizations – 100+
Anticipated buyers: China 80 - India 40 - Japan 25 - Korea 25
Full program of trade and media workshops, training, sales calls, MICE agents and
corporate client receptions plus extensive promotional social media activities throughout
the year is also planned.