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Leading a destination in the connected economy | David Peacock | #SoMeT15US New Orleans, USA

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In 2011, when Ontario, Canada established tourism regions in order to spur the provincial tourism economy, most of those new regions invested in creating and promoting new brands. Regional Tourism Organization Four Inc.(‘RTO4′) went the opposite direction. First, the organization chose a name that couldn’t be more obscure and second, committed to a process of critically assessing all its initiatives based on a strict model of goal – strategy – measurement.

The regional tourism board focuses on helping the destinations in their region to become highly effective in their marketing approach through product development and differentiation.

Today the team works with operators in their region to market their businesses more efficiently through a combination of digital tools and strategies that have a proven ROI.

This is RTO4 – a destination with a highly relevant approach to modern destination marketing.

In this keynote, CEO, David Peacock, shared the history of how RTO4 became a tourism development incubator and their vision for a new approach to destination marketing that is suitable for the connected and distributed economy.

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Leading a destination in the connected economy | David Peacock | #SoMeT15US New Orleans, USA

  1. 1. The  Tourism  Incubator  Journey A  Cautionary  Tale
  2. 2. International  Destination  of  Choice Canada’s  ranking   Canada’s  performance
  3. 3. Toronto,  Ottawa,  Niagara  Falls piscis magnus (big  fish) Other  Regions piscis parvus (small  fish)
  4. 4. RTO4 piscis contrarius
  5. 5. RTO4 piscis contrarius incognito
  6. 6. Goal.  Strategy.  Measurement.
  7. 7. Month-­‐over-­‐Month  Reservation  Sales UX  fixes
  8. 8. Clever   advertising campaign Destination   Marketing Industrial   Complex
  9. 9. Inc.  to  Incubator
  10. 10. Enabling  Engagement 15-­‐1/2
  11. 11. Enabling  Engagement 15-­‐2/2
  12. 12. Digital  UX  issues High  ROI activity Hygiene  First
  13. 13. Local Citizens Destinations  not  DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-­‐1/4
  14. 14. Local Citizens Destinations  not  DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-­‐2/4
  15. 15. Local Citizens Destinations  not  DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-­‐3/4
  16. 16. Local Citizens Destinations  not  DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-­‐4/4
  17. 17. RTO4  MAXIM Successful  destinations  are  the  product  of  highly  engaged   communities  taking  an  active  role  in  shaping  their  collective   tourism  future.  The  best  destinations  have  engagement  across   a  broad  spectrum  of  stakeholders:  business,  government,   public,  financial  and  a  host  of  others  not  just  tourism  and   marketing  entities.
  18. 18. Destination  visitors Shared  story Future  visitors Marketing Redefine  Brand
  19. 19. Visitor  Experience +   Shared  Story = Destination  Brand 21-­‐1/2
  20. 20. Visitor  Experience +   Shared  Story = Destination  Brand 21-­‐2/2
  21. 21. Napier  Simpson Sherry  Doiron Zac  Gribble Karen  Mitchell Emily  Chandler Andrea  Gardi

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