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Destination SouthwestNova AssociationOn a path to Grow Tourism by 3%Business Plan2013-2014125 Cornwall Road, Unit C, PO Bo...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
[DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South S...
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
Destination Southwest Nova Association Business Plan 2013 2014 (3)
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Destination Southwest Nova Association Business Plan 2013 2014 (3)

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Destination Southwest Nova Association 2013-2014 Business Plan 2013-2014

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Destination Southwest Nova Association Business Plan 2013 2014 (3)

  1. 1. Destination SouthwestNova AssociationOn a path to Grow Tourism by 3%Business Plan2013-2014125 Cornwall Road, Unit C, PO Box 61Blockhouse, Nova Scotia B0J 1E0Telephone: (902) 634-8844; Fax: (902) 634-8056info@dswna.comwww.dswna.com
  2. 2. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 2Table of Contents1.0 Introduction .........................................................................................................................51.1 Strategic Direction ..................................................................................................62.0 Direction for Tourism in Southwest Nova Scotia ...............................................................72.1 Industry Overview ...................................................................................................72.2 Core Experiences ....................................................................................................92.3 Nova Scotia Tourism Trends ................................................................................102.4 Southwest Nova Scotia Tourism Trends ...............................................................142.5 Core Experiences in Southwest Nova Scotia ........................................................172.6 Guiding Principles ................................................................................................172.7 Situation Analysis .................................................................................................183.0 Marketing ..........................................................................................................................193.1 Media/Action Plan ................................................................................................193.2 Measuring Our Success .........................................................................................203.3 Target Markets ......................................................................................................203.4 Highlighting Core Experiences & Hidden Gems ..................................................213.5 Media Mix for Results ..........................................................................................213.6 Regional Website ..................................................................................................213.7 Social Media .........................................................................................................233.8 Meetings & Events ................................................................................................243.9 Co-op Marketing Partnership Program .................................................................243.10 Media Buy .............................................................................................................244.0 Communications ...............................................................................................................314.1 Communications with Customers .........................................................................324.2 Internal Communications ......................................................................................324.3 External Communications .....................................................................................324.4 Industry Portal .......................................................................................................334.5 Industry Engagement ............................................................................................335.0 Membership ......................................................................................................................345.1 Member .................................................................................................................346.0 Partnership ........................................................................................................................347.0 Visitor Services .................................................................................................................357.1 Visitor Information Centres (VICs) Overview .....................................................357.2 Southwest Nova Scotia VICs ................................................................................367.3 The Future .............................................................................................................398.0 Municipal Investment Program .........................................................................................40
  3. 3. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 38.1 Program Background ............................................................................................408.2 Municipal Tourism Revenues Overview ..............................................................418.3 Municipal Investment Program Formula ..............................................................429.0 Operations & Management ...............................................................................................439.1 Board of Directors .................................................................................................439.2 Organizational Structure .......................................................................................459.3 Support Team ........................................................................................................459.4 Office Location .....................................................................................................469.5 Insurance ...............................................................................................................469.6 Accountant ............................................................................................................4610.0 Measurements/Accountability ..........................................................................................4611.0 Budget 2013-2014 .............................................................................................................46Addendum I (Board Calendar)......................................................................................................49Addendum II (Conclusion) ...........................................................................................................50DSWNA Media Plan 2013-2014
  4. 4. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 4EXECUTIVE SUMMARYThe recently created Nova Scotia Tourism Agency has been established to affect positive change in theindustry and to address the challenges that we face. The new tourism vision and long-term strategy willinfluence the future direction of tourism in Nova Scotia and provide opportunities for growth anddevelopment.The Destination Southwest Nova Association exists to ensure that tourism in Southwest Nova Scotia is aviable and sustainable industry. Destination Southwest Nova Association (DSWNA), the provinciallyrecognized Regional Tourism Industry Association (RTIA), has a focused strategy, clear direction, and anewly enhanced desire to grow tourism in the three regions under its jurisdiction of Bay of Fundy &Annapolis Valley, Yarmouth & Acadian Shores and South Shore.Recognizing the need to strengthen its leadership role within industry, to add value to members andclarify its mandate, role and relationships and in light of declining tourism revenues, memberships andengagement the Board of Directors undertook a Strategic Plan and Organizational Review in 2010-2011that articulates goals, objectives and measurables. Through its marketing channels, partnerships, industryengagement, visitor services and communications, DSWNA will grow tourism occupancy by 1% in2013-14.The success and growth of tourism in the region is based on four guiding principles: Collaboration is Paramount Focus for Results Leverage and Collective Efforts Communication is CriticalTravel is about unique and engaging experiences with lasting memories. Nova Scotia’s tourismdevelopment and marketing plans are built around core experiences; and Southwest Nova Scotia is hometo some of the most recognized ‘must sees’ in Nova Scotia. DSWNA’s marketing plan will feature andshowcase these ‘must see’ experiences, resulting in attracting visitors to the region and keeping themhere. Over the coming year, this will be achieved by maximizing existing partnerships, identifying newpartner opportunities and carefully monitoring and evaluating programs to ensure effectiveness and returnon investment within our key target markets including: Nova Scotia, primarily Halifax Regional Municipality New Brunswick, primarily Saint John and Moncton Non-residents visitors already travelling in Nova Scotia Ontario, in close partnership with Nova Scotia Tourism or other strategic partnershipsWhile visitor services remains an important tool and the fact that our markets are sourcing informationdifferently, DSWNA will strive to develop a visitor services network that provides an efficient deliverysystem that will increase the length of stay and ultimately increasing revenue for operators in the region.Moving forward, DSWNA will measure all marketing activities and initiatives and report the performanceand progress to members throughout the year. DSWNA will implement a series of evaluation andmeasurement tools with the support and assistance of stakeholders.DSWNA is building the framework to support a 3% growth in tourism revenues and we look forward toworking with our members, partners and stakeholders to execute our plan, evaluate our results andcontinue with a focused strategy for the future of our region.
  5. 5. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 51.0 INTRODUCTIONDestination Southwest Nova Association (DSWNA) has a goal of a 1% growth in thetourism industry in Southwest Nova Scotia in 2013-2014 with an overall goal of 3% by2016.Destination Southwest Nova Association, the Regional Tourism Industry Association (RTIA), isan industry-led, tourism management and marketing association that provides destinationmarketing for three of the seven provincially recognized tourism regions (as marketed throughthe Nova Scotia branding program). These three regions include: Bay of Fundy & AnnapolisValley (DSWNA shares the marketing responsibility of the Bay of Fundy region with CNTA,making marketing decisions from the East Hants area through to the Digby and Brier Islandarea), Yarmouth & Acadian Shores and the South Shore. Established and Incorporated as aSociety under the Societies Act of Nova Scotia in 2004, Destination Southwest Nova Association(DSWNA) is governed by a volunteer Board of Directors and administered by an ExecutiveDirector.Regional Tourism Industry Associations (RTIAs) / Destination Marketing Organizations(DMOs) play an important role in facilitating communication between the Nova Scotia TourismAgency (NSTA) and communities at a local level. RTIAs/DMOs offer programs for the tourismindustry, including production of literature, familiarization tours, consumer shows and regionalpromotions, and marketing opportunities to leverage marketing dollars. RTIAs collobrate withmunicipalities, board of trades and chamber of commerces to deliver visitor informationservicing, training, supervise or manage local/regional visitor information centres and collectvisitor statistics. In addition, RTIAs/DMOs promote economic development of a destination byincreasing visits from tourists and business travelers; generating overnight lodging, as well asvisits to restaurants, attractions and shops.Merging three regions under one organization in 2007 has been challenging evolution over thepast five years resulting in non achievement of desired administrative and marketing levels. As aresult, in 2011, DSWNA completed a Strategic Plan and Organizational Review which clearlyarticulated roles and the overall focus of the association based on industry feedback andengagement.The Board of Director’s manages DSWNA through ‘ends’ which guides its operation of theassociation for Southwest Nova Scotia:The Destination Southwest Nova Association exists so that tourism in Southwest NovaScotia is a viable and sustainable industry.This end is further interpreted to include:1. Provide partnership opportunities for marketing that are affordable, accessible andeffective.2. To unite tourism stakeholders within the region of common goals.3. Facilitate, coordinate and support product development and enhancement within theregion.4. There is pride and value for municipal and member investment.
  6. 6. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 65. Serving visitors with excellence.These ends serve as benchmarks to achieve the organization mandate and are expanded toinclude the following:1. Provide partnership opportunities for marketing that are affordable, accessible andeffective.I. To increase the number of visitors to the region, their length of stay, and/or their levelof spending.II. To present marketing opportunities that are responsive to market forces and align withthe provincial strategy and consumer demand.III. To create greater awareness of Southwest Nova Scotia as an exciting experientialdestination.2. To unite tourism stakeholders within the region on common goals.I. Financial and human resources are leveraged to increase return on investment forpartners.II. To communicate that tourism is everyone’s business and is important to SouthwestNova Scotia’s quality of life.III. Create awareness of the value and benefits of working in tourism.3. Facilitate, coordinate and support product development and enhancement withinthe region.I. Standards and code of ethics exist to assist the visitor’s buying decision and experience.II. There exists a positive climate for capital investment in tourism development.4. There is pride and value for municipal and member investment.I. Members are engaged in the activities of the organization.II. Members participate and contribute to the marketing strategies of the organization.5. Serving visitors with excellence.DSWNA has spent the past two years rebuilding and consulting with industry to bring moreawareness of the importance of regional marketing, as well as making an effort to removeMunicipal “borders.” Consultations, public meetings as well as numerous community andMunicipal presentations have taken place in the geographic area encompassing the provinciallydesignated tourism regions of Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shoresand South Shore.1.1 Strategic DirectionThe Strategic Plan and Organizational Review completed in 2011 enables DSWNA to strengthenits leadership role within industry to add value to members and clarify its mandate, role andrelationships. The Strategic Plan provides a foundation and framework to grow tourism by 3%($7.2 million) over 3 years through increased industry engagement, enhanced communications,focused marketing initiatives and enhanced visitor servicing. While DSWNA will continueconsulting and gaining input from the municipal units and tourism industry, DSWNA as directed
  7. 7. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 7by its members, will focus its efforts as a destination marketing organization, strengthening ourmembers through collaborative efforts.To grow tourism by 1% in 2013-2014, DSWNA must continue working towards becoming anindustry leader by focusing on marketing each of the three regions based on continued research,measurements and evaluation. In order to fulfill this goal, the association has established amarketing media plan (Section 3.0) for the coming year based on target markets, research, NovaScotia Visitor Exit Survey (2010) and industry feedback. A three year strategic marketing planfor the region will be developed and implemented once the long term strategy for Nova Scotia iscompleted to ensure collaboration, partnerships and strategic direction for the region.2.0 DIRECTION FOR TOURISM IN SOUTHWEST NOVA SCOTIADSWNA operates in a highly competitive market place where budgets are decreasing. Therefore,it is of vital importance that the three regions work together to identify Destination SouthwestNova Association’s key strengths and work more effectively to promote them. A tighter, moretargeted focus will enable the region to achieve a greater return on investment, avoid duplicationof effort and maximize economies of scale. For example, in 2010, DSWNA began working withCentral Nova Tourism Association (CNTA) to promote and market the complete Bay of Fundyexperience seamlessly to the visitor. The partnership with CNTA continues through thedevelopment of the regional guide, participation at trade shows, work on Familiarization Toursand Travel Media & Travel Writers. In addition, new for 2013, the association is partnering withDiscover Saint John to assist in cross promotion and leveraging the natural icon of the Bay ofFundy.2.1 Industry OverviewAll of the research undertaken by Nova Scotia Tourism, Atlantic Canada Tourism Partnership(ACTP), Atlantic Canada Opportunities Agency (ACOA) and Canadian Tourism Commission(CTC) indicated that consumers now, more than ever, are looking for tourism experiences.The Canadian Tourism Commission (CTC) has a mandate to promote tourism to and withinCanada. The “Keep Exploring” marketing strategy focuses less on the end-destination and moreon the experiences of travel, discovery, and exploration “a promise of what to expect when youvisit”. Environics developed a tool that allows visitors to the CTC’s website to discover whatkind of explorer they are, based on a segmentation using Environics social values/psychographicresearch methods.The innovative and award winning Explorer Quotient market segmentation model identifies nineuniversal Explorer Types; groups of consumers who share common travel motivations. Of thesenine types, three have been identified as having the best strategic fit with travelling to NovaScotia and more specifically to DSWNA’s three regions: Authentic Experiencers Cultural Explorers No Hassel Travellers
  8. 8. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 8Authentic Experiencers – these travelers are generally over the age of 55, are empty nesters,have a high degree of education and will have retired at the top of their profession. AuthenticExperiencers appreciate the understated beauty, of both natural and cultural environments. Theyenjoy using all of their senses when they explore their chosen destination and really get to knowthe places they visit. They see travel as personal development. Authentic Experiencers want to befully immersed in their travel experience and tend to stay away from group tours and rigid plans.Cultural Explorers – these travelers are generally middle aged and younger, will be collegeand/or university educated, working full time at a high level of seniority or satisfaction in theirfield, and will therefore have a high to middle household income. The Cultural Explorer has alove for travel. They go off the beaten path to see how people really live. They like to participatein modern-day culture and are fascinated by ancient history as well. They travel to learn and tohave fun. They look for authentic experiences and don’t like to be constrained by touristschedules. They mainly take weekend trips. They are Constant Travelers, always excited aboutthe next trip. This group takes the most vacations, of all durations, but especially weekendescapes. Their mantra would sound like “Travel is a journey, not the destination.”No Hassle Travellers - these travelers are average to middle aged, are university educated, havefamilies with children, and will have an average household income. These travelers are lookingfor shorter vacations, often weekend getaways and Travel mainly to get away from theireveryday stresses and responsibilities. They prefer worry-free travel and spending time travellingwith family and friends. After planning the basis (accommodations/transportation), they like tofill in the details as they go.Targeting travellers will be critical with primary motivators being the focus of messaging:Primary Travel Motivator (Demand Generators): Activities or experiences that are capable of generating visitation – the demandgenerators (the primary reason for travel)Secondary Travel Motivator (Secondary Generators): Activities or experiences that support the primary travel motivator – things to do whileI’m thereThe research team at Nova Scotia Tourism Agency has completed a detailed segmentationanalysis of the pleasure market using data from the 2010 Visitor Exit Survey (VES). Thisanalysis has provided valuable insights into ten groups representing 74% of pleasure visitors toNova Scotia. Of the four top high-yield segments, three are of particular interest to DestinationSouthwest Nova members: Outdoor Enthusiasts Cultural Enthusiasts Culinary EnthusiastsOutdoor Enthusiasts – the second largest segment of pleasure travellers, this group is primarilycomprised of couples (46%) and families (22%) with higher levels of education and incomecompared to other pleasure visitors. Over 1/3 (34%) come from Ontario, 14% from Atlantic
  9. 9. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 9Canada, 12% from Western Canada, 21% from the U.S. and 12% from overseas. After HRM, theSouth Shore (58%) and the Bay of Fundy and Annapolis Valley (57%) are the second and thirdmost visited regions by this segment. A high percentage (88%) visit from June to Septemberenjoying a number of outdoor and cultural activities in our region.Cultural Enthusiasts – this segment is largely made up of couples (51%) and lone travellers(13%) with higher levels of education and income than all pleasure travellers. One third (33%)come from Ontario, 19% are from Western Canada, 18% are from the U.S., 16% are AtlanticCanadians and 8% are from overseas. They are more likely to be mature travellers 45+ withfewer parties containing young adults or children compared to the average pleasure traveller.While highly motivated to experience Nova Scotia’s culture, particularly craft shops/studios(92%), museums (87%), Halifax Waterfront (70%) and art galleries (49%) they also showconsiderably higher participation in outdoor activities (72%) compared to all other pleasuretravellers (53%).The South Shore and the Bay of Fundy & Annapolis Valley rank second andthird after HRM as chosen destinations.Culinary Enthusiasts - while this is the smallest visitor segment, it is in the top four of the high-yield groups with 62% having completed university and 53% having household incomes of over$80,000. Half (50%) of this segment come from Atlantic Canada and Ontario with 23% comingfrom Western Canada. These travellers are more likely to be 55+ travelling in couples (51%) andas lone travellers (20%). Like Cultural and Outdoor Enthusiasts, this third group also has ahigher than average participation rate in various tourism activities. More than half (52%) visitmuseums and historic sites and 63% also participate in outdoor activities. They indicate a highlevel of trip satisfaction with 78% saying they would recommend Nova Scotia to family andfriends.2.2 Core ExperiencesTravel is not just about where you have been, it is about what you did while you were there, howit made you feel, the people you met while you were there and the memories you took home.Nova Scotia’s tourism development and marketing plans are built around core experiences, eachwith a variety of niche markets. These core experiences represent areas where Nova Scotia hasunique and authentic strengths that give us a competitive edge. Some of Nova Scotia’s mostrecognized demand generators – the ‘must see’ attractions and appealing experiences are locatedin Southwest Nova Scotia. We will continue to message around and leverage our assets thatmeet the six core experiences by region (South Shore, Yarmouth & Acadian Shores and Bay ofFundy & Annapolis Valley) as identified by Nova Scotia Tourism to motivate travel and promotegrowth for the region. Nova Scotia core experiences have been identified as: Seacoast - coastal parks and beaches, coastal drives and trails, Cabot Trail, tides and Bayof Fundy, lighthouses, seaside communities Outdoor - hiking, whale watching, nature experiences Culture - music, fine art and craft, founding cultures, festivals and events, way of life Cuisine - Food (dining) and wine, agri-tourism Heritage - UNESCO world heritage sites, living traditions, genealogy, founding settlers Urban - cities by the sea, Halifax, Sydney, unique towns, spas, shopping, weekendentertainment
  10. 10. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 102.3 Nova Scotia Tourism TrendsNova Scotia VisitationNova Scotia Visitor statistics indicate that in 2012: Overall visitation to Nova Scotia increased by 2% when compared to 2011 with visitationof approximately 1.9 million Road visitation increased 4% Air visitation declined 3% US Visitation declined 3% (5,600) Overseas visitation declined 4% (2,800) Traffic entering through Amherst has increased by 10%The Non-Resident Visitor to Nova Scotia The majority of non-resident tourists (some 55 percent on average) are “neighbours” andtravel from Atlantic Canada Canadians from outside the region visit most often from Ontario, Western Canada andQuebec Western Canada and Quebec saw decreased in 2012 by 2 percent and 8 percentrespectively In recent years, US visitors have predominantly travelled from New England. The NovaScotia Visitor Exit Survey 2004 first revealed a shift where there were more Americanvisitors to the province from outside New England than from New England. In 2012,New England (include Main) accounted for 66% of Total US Visitation. Overseas visitation to Nova Scotia comes mostly from the United Kingdom and Germany(decreased by 4 percent in 2012) Rooms night sold in the province decreased by about 2 percent in 2012.53%5%23%7%8% 4%Nova Scotia Visitation 2012Atlantic CanadaQuebecOntarioWestern CanadaUSOverseas
  11. 11. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 11Nova Scotia Visitation Comparable 2012-2010Travel in Nova ScotiaAccording to the Nova Scotia Visitor Exit Survey (VES) 2010 completed for Nova ScotiaTourism (6,400 respondents), it is significant that 40% of visitors are coming to visit friends orrelatives and 26% travel for leisure purposes. The pie chart below identifies the non-resident tripby trip purpose.Visitors from the US were most likely to have visited Nova Scotia for pleasure. With theexception of Quebec, visitors from Canada were most likely to have visited Friends andRelatives (VFR). The chart below provides Trip Purpose by Market Region.02000004000006000008000001000000120000020122011201026%40%13%6%2% 4% 2%Non-Resident Travel by Purposeby Car, RV & AirPleasureVisiting Friends & RelativesBusinessConferenceShoppingPersonal BusinessOther
  12. 12. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 12Trip Purpose by Market Region 2010The reasons why Atlantic Canadian Visitors Come to Nova Scotia are identified as:Pleasure/Leisure (31%), Business (23%), VFR & Pleasure (17%), VFR Only (22%) and Other8%. The most popular months for travel are from June-September. When reviewing choice ofaccommodations for Atlantic Canadians, the majority preferred hotels or staying with friends &relatives. The chart below reflects the percentages for the type of accommodations.In 2010, the age group showing the most visitation to Nova Scotia was the 45-54 years old agecategory (32 percent), followed by 55-64 and 35-44 by 30 percent and 24 percent respectively.The chart below provides the age groups represented within party.010203040506070VFRPleasureBusiness47%6%2%42%4%9%0%5%10%15%20%25%30%35%40%45%50%Atlantic Canadian Visitors to NS Staying inAccommodationsAtlantic Canadian Visitors to NSStaying in Accommodations
  13. 13. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 13The average number of nights spent in Nova Scotia was 5.1. Visitors who arrived by RV orairplane spent more time in the province compared to those who travelled by car. It should benoted that while Atlantic Canada has the largest market share, they spent the fewest nights inNova Scotia. Below, is a chart that shows the average number of nights by Market Region.The length of time between making the decision to visit Nova Scotia and the departure datevaried. It should be noted that approximately 43 percent of visitors from Western Canada andOverseas made their decision at least 5 months prior to departure. Atlantic Canadians (59%)were most inclined to make the decision within 4 weeks prior to departure. The chart belowsummarizes how far in advance the decision to travel to Nova Scotia is made.0 5 10 15 20 25 30 3514 & under15-19 years20-24 years25-34 years35-44 years45-54 years55-64 years65-74 years75 + yearsAge Groups Represented Within PartyAge Groups RepresentedWithin Party2.95.26.48.56.8 7.1 714.10246810121416Average Number of Nights in NS by MarketRegion 2010AverageNumber ofNights in NS byMarket Region2010
  14. 14. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 14During the Nova Scotia VES 2010 also showed that the majority of travelers (61%) used apersonal electronic device as a tool for finding information about Nova Scotia during their trip.About 4 in ten travellers used a laptop, while 3 in ten used a GPS (Global Positioning Device)and two in ten used a smart phone. RV Travellers were most inclined to use a laptop (59%) orGPS (68%). Personal visitors (38%) were more inclined to use a GPS. It should be noted thatAtlantic Canadians (44%) did not use any electronic devices.2.4 Southwest Nova Scotia Tourism TrendsAccording to Nova Scotia Tourism Research and the Visitor Exit Survey (6,400 responses)completed in 2010 (Community Reports), the Bay of Fundy & Annapolis Valley (37%) andSouth Shore (27%) are popular for total trips to Nova Scotia. These numbers are based on thepercentage of travel parties that stopped or stayed overnight in a specific community (for at least30 minutes).Based on the Community Profile, the total trips reflect the total number of parties that visited orstayed overnight in a particular community. Same day trips involve either a day trip to adestination community or a stopping point made while travelling to a day destination. Overnighttrips are strongly related to the accommodations in a particular location. It should be noted thatpopular same day trips were between Chester, Bridgewater, Digby/Annapolis Royal area andKentville/Wolfville area. Popular overnight locations are around the Lunenburg & Bridgewater,Digby area and Yarmouth area. The majority of non-resident visitor traffic in Nova Scotiatravels to the Halifax area and the South Shore region around Bridgewater, Lunenburg &Mahone Bay. Below is a breakdown of total trips, same day trips, overnight trips, populardestinations per region and the average number of nights stayed in the region.21%18%23%17%8%12%0% 5% 10% 15% 20% 25%Less than two weeks2-4 weeks1-2 months3-4 months5-6 monthsMore than 6 monthsHow Far in Advance Decision is Made toVisit NSHow Far in Advance Decisionis Made to Visit NS
  15. 15. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 15Bay of Fundy & Annapolis Valley 37% of total trips 30% were same day trips (popular destinations were Digby, Wolfville, Annapolis Royal) 18% were overnight trips (popular destinations were Digby, Kentville, Wolfville) 3.5 nights (average number of nights stayed in region)Yarmouth & Acadian Shores 5% of total trips 4% were same day trips (popular destination was Yarmouth) 3% were overnight trips (popular destination was Yarmouth) 3.7 nights (average number of nights stayed in the region)South Shore 27% of total trips 24% were same day trips (popular destinations were Lunenburg, Mahone Bay, Peggy’sCove) 11% were overnight visits (popular destinations were Bridgewater, Lunenburg) 4.6 nights (average number of nights stayed in the region)The 2010 estimated economic impact per county in the Southwest Nova Scotia region isidentified in the chart below.2010 Yarmouth Digby Hants Kings Lunenburg Queens Shelburne AnnapolisDirectTourismReceipts36,100,000 41,200,000 50,800,000 90,600,000 106,800,000 24,900,000 14,400,000 39,000,000FederalTax1,200,000 1,500,000 1,400,000 3,000,000 3,400,000 900,000 500,000 1,300,000ProvincialTax1,200,000 1,500,000 1,400,000 3,000,000 3,450,000 900,000 500,000 1,300,000MunicipalTax698,000 291,000 264,000 707,000 1,056,000 276,000 235,000 294,000DirectJobs400 500 500 1,100 1,200 300 200 500Spin Offjobs100 100 0 100 100 0 0 0Total Jobs 500 600 500 1,200 1,300 300 200 500HouseholdIncome -Direct8,400,000 10,500,000 9,800,000 20,700,000 23,500,000 5,900,000 3,200,000 9,200,000GrossDomesticProduct(GDP) -Direct11,600,000 14,300,000 14,000,000 28,700,000 32,700,000 8,100,000 4,500,000 12,800,000
  16. 16. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 16From 2006-2012 fixed roof occupancies in the three regions have remained on par in the 36-40percent annualized range with Nova Scotia’s rural occupancy (less Halifax). Fixed roofoccupancies are highest in the South Shore region and generally lowest in Yarmouth andAcadian Shores. Campground occupancies fluctuated from year to year, yet on average, are 39%for the South Shore and 40 % for the Bay of Fundy & Annapolis Valley regions. Nova ScotiaMuseum attendance fluctuated from 2005 to 2012, overall showing an increase of 1%. Thevisitation entry point of Digby showed a decrease of 4% over 2011.Category 2006 2007 2008 2009 2010 2011 2012Regional Occupancy RatesBay of Fundy &Annapolis Valley37% 38% 35% 35% 36% 31% 37%South Shore 41% 41% 41% 37% 37% 36% 38%Yarmouth & AcadianShores39% 33% 34% 35% 32% 34% 35%Rural Occupancy-lessHalifax40% 41% 40% 39% 37% 35% 36%Campground OccupancySouth Shore 34% 35% 37% 34% 50% 48% 39%Bay of Fundy &Annapolis Valley44% 42% 46% 40% 40% 39% 40%Nova Scotia Museum Attendance by RegionBay of Fundy &Annapolis Royal54,900 54,300 55,400 55,600 49,800 50,635 27,370South Shore 101,100 122,500 131,100 123,100 112,500 109,709 109,550Yarmouth & AcadianShores Total19,200 12,800 17,100 18,200 18,000 18,407 14,131Total 504,400 532,200 529,200 538,200 479,400 517,466 524,431%change previous year -12% 6% -1% 2% -11% 2% 1%Visitors Counseled/Entry Points-N.S. Visitor Information CentresPortland 0 4,500 3,300 3,200 0 0 0Portland CAT 0 5,700 3,700 4,100 0 0 0Bar Harbor 18,000 9,700 7,500 6,800 0 0 0Digby 16,800 16,100 15,600 13,900 15,800 12,500 11,400Princess of Acadia 12,200 9,200 6,600 7,500 11,400 10,600 10,000Yarmouth 17,200 14,400 13,300 11,300 9,000 5,800 4,400Visitation Entry PointYarmouth 43,900 38,200 29,500 26,100 0 0 0Digby 28,700 30,500 25,700 20,600 27,600 26,200 25,300Halifax InternationalAirport645,200 668,000 681,700 607,600 601,700 655,900 639,400Visitation-Point of Origin/Mode of Transport/Change from previous year%(Estimated)AirAtlantic Canada -1% 0% 15% -14% 11% 8% 1%
  17. 17. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 17Canada 5% 7% 4% -10% -1% 10% -2%United States -13% -5% -6% -19% 2% 3% -6%Overseas -2% -5% 1% -6% -7% 12% -4%Total 1% 4% 2% -11% -1% 9% -3%RoadAtlantic Canada 1% -1% -2% 3% 2% -4% 5%Canada 0% 1% -3% 6% 3% -4% 5%United States -5% -9% -21% -10% -5% -6% -1%Overseas -2% -5% 1% -6% -5%Total 0% 0% -5% 6% 2% -4% 4%Total Non-Resident Visitation/ Change from previous year%Atlantic Canada 1% -1% -1% 1% 3% -3% 5%Canada 1% 3% -2% 1% 2% -1% 3%United States -8% -7% -15% -3% -2% -3% -3%Overseas -2% -5% 1% -6% -7% 12% -4%Total Non-ResidentVisitation0% 1% -3% 1% 1% 0% 2%The loss of the direct ferry service from Yarmouth to Maine, USA and the uncertainty about thefuture is a reality for operators in the Southwest region. The immediate effect was felt in 2010and it continues to impact the region and Nova Scotia. In March, 2013, there was anestablishment of a Southwest Nova Scotia Tourism Task Team, which mandate’s is theenhancement of tourism experiences for Southwest Nova Scotia, the development and promotionof new tourism products for Southwest Nova Scotia and the marketing of Nova Scotia in theNortheast United States. Our mandate is until August 31, 2014. DSWNA is fortunate to have aseat at the Tourism Task Team and to provide input into the direction of experiences andmarketing in the region.2.5 Core Experiences in Southwest Nova ScotiaBuilding and leveraging in market on the six identified core experiences (as identified in 2.2),Seacoast, Outdoor, Culture, Cuisine, Heritage and Urban, Destination Southwest will continue tofocus and feature experiences (demand generators) and will organize them by region. Thedemand generators will serve to lure visitors to the region and the Association we will continueto build compelling reasons to keep the visitors in the region longer and spend more dollars.DSWNA continues to build and update the experience inventory by core experience, region andseason.2.6 Guiding PrinciplesIn all undertakings of DSWNA the following guiding principles will be observed: Collaboration is Paramount – Harness the available critical mass of industry operators,visitors experiences, enthusiasm and expertise for tourism, funding partners and keymarketing partners to achieve marketing goals. Focus for Results – DSWNA cannot be all things to all people. Its core activity ismarketing. To execute effective marketing efforts, DSWNA must focus on visitors’expectations, priority marketing and precise strategies to optimize opportunities.
  18. 18. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 18 Leverage and Collective Effort – Significant marketing resources exist in the region andoutside, to support the region. Focus on channeling all existing efforts in a commondirection, incrementally adding as required and avoiding duplication wherever possible. Communication is Critical – With customers, among the industry and in relationships,with stakeholders and marketing partners’, relevant communication of strategic direction,partnership opportunities, results and success measures must be precise and proven to beeffective.2.7 Situation Analysis (SWOT)As prepared and brought together during the Strategic Planning process, the following representsa snapshot situational analysis of DSWNA’s three regions.Strengths• Southwest Nova Scotia encompasses quintessential Nova Scotia Brand elementsincluding scenic and diverse landscapes• Many of Nova Scotia’s most recognized ―must-see demand generating destinations andactivities – Peggy’s Cove, Lunenburg, Whales, and Digby scallops to name just a few--are highlights within the region• Several of Nova Scotia’ s fastest growing tourism products –i.e. culinary experience,wine and vineyards experience, Bay of Fundy—are within the region• The region benefits from an engaged municipal government base and a mature andexperienced tourism industry with an understanding of tourism• Significant marketing and human resources –detailed websites, packaged products,experienced tourism coordinators and marketing budgets--exist in counties, towns andcommunities throughout the region• Operators and stakeholders in the region recognize products strengths and visitor choices• Important partnerships exist now with influential partners like Bay Ferries, Nova ScotiaTourism and Central Nova Tourism AssociationWeaknesses• Relatively few of the total number of industry members in the region participate inprograms with DSWNA• Communication with industry is considered to be an area of improvement• Duplication and redundant marketing efforts exist throughout the region• Marketing tactics could be better tracked and reported to industry in a more timelymanner• Operators are not offered the market intelligence to ―understand‖ the results of pastmarketing efforts and opportunities of new ones and therefore hesitate to participate• Excessive resources and energy are devoted to Visitor Centres’ operation to the detrimentof other marketing efforts• Situation with future of ferry service direct to New England is affecting visitation andrevenues and creating confusion in the marketplace for Southwest Nova ScotiaOpportunities• A precise and achievable Marketing Strategy provides a fresh rallying point for operators,partners and stakeholders
  19. 19. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 19• A re-focused online strategy improves performance of this critical business tool• A program to measure and report key marketing results will encourage greater industryparticipation inside and from outside the region• A shared understanding of customers’ motivations, wants and expectations improvescurrent marketing efforts and outlines objectives for the futureThreats• Absence of a regional ―marketing agenda diffuses energy and resources• Industry operators in communities/ areas/ disciplines ―go it alone and underachieve• If left to fend for themselves, operators in the most remote areas of the region willcontinue to struggle• Unfocused marketing efforts will erode the credibility of the association with governmentand major business• Clearly define roles and responsibilities with the region and groups & associations3.0 MARKETINGFor 2013-2014, the Association has developed an annual Media Plan that reflects theopportunities to achieve a 1% growth in tourism for Bay of Fundy & Annapolis Valley,Yarmouth & Acadian Shores and South Shore. The marketing strategy outlines goals, objectives,targets and directions to achieve the 1% growth annually. It will be based on customer focusresearch and will outline a framework to assist in the marketing decisions. It will providedetailed tactical marketing direction that addresses the new focus outlined in the strategic plan.Its actions will concentrate on innovative and effective means for achieving the followingpriorities. Featuring the must-see/do experiences in the three regions Getting visitors to the three regions Keeping them here Maximizing existing partnerships and identifying new partner opportunities Evaluating tactics to ensure maximum effectiveness and return-on-investment3.1 Media/Action PlanThe media plan provides a variety of affordable, tactical and timely co-operative advertisingopportunities for our members & partners in the three regions of Bay of Fundy & AnnapolisValley, Yarmouth and Acadian Shores and South Shore for the period of May 2012 to March2013. In keeping with the marketing plan’s recommendations, the advertising approach willhighlight ‘must-see & do’ experiences in each of the three regions of Bay of Fundy & AnnapolisValley, Yarmouth & Acadian Shores and South Shore. The call to action will pull traffic to theregional tourism website with links to our members’ and partners’ websites and contactinformation. Advertising and promotional initiatives build on Nova Scotia Tourism’s marketingefforts and leverage its plan. In addition, DSWNA will be working closely with Nova ScotiaTourism to increase the profile of the three regions on novascotia.com.Recognizing 2012 was a transition and building year, in 2013, DSWNA will expand marketingtactics and will be working towards more online with social media, a bilingual website, visitor
  20. 20. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 20servicing, packaging, new partnership opportunities, industry and public communications, plusevaluation and measurement techniques.To achieve the goal of 1% percent increase in tourism throughout the region, a consolidated,cooperative regional marketing effort, supported by Nova Scotia Economic and RuralDevelopment and Tourism, the regions’ municipalities and all our members is required. The2013-2014 media plan is designed to highlight key travel motivators within the three regions,bringing people in our primary markets of New Brunswick and Nova Scotia to our members’, thecall to action will be dswna.com websites or related URLs. We will also have the opportunity tofeature new experiences from our experience inventory, packages and products that will includeevaluation and measurement techniques.3.2 Measuring Our SuccessesWith the goal of a 1% increase in tourism, it is essential that DSWNA measure and evaluate allmarketing initiatives. The evaluation of these initiatives will be achieved through satisfaction ofstakeholders (surveys, direct follow up), effectiveness of marketing tactics, awareness of theregion and business booked from the marketing efforts. DSWNA will measure through websiteanalytics, level of members/partners engagement, surveys, conversions to websites, packages anditineraries, media exposure, provincial statistics, reports and analysis through Nova ScotiaTourism.3.3 Target MarketsThe research team at Nova Scotia Tourism has recently completed a detailed segmentationanalysis of the pleasure market using data from the 2010 Visitor Exit Survey. This analysis hasprovided valuable insights into ten groups representing 74% of pleasure visitors to Nova Scotia.Of the top four high-yield segments, three are of particular interest to Destination SouthwestNova members: Outdoor Enthusiasts Cultural Enthusiasts Culinary EnthusiastsThe marketing strategy calls for DSWNA to ensure that marketing initiatives deliver results.Many factors have affected traditional visitor markets reducing tourism to Nova Scotia. For thisreason, the media opportunities presented in this plan focus on the following priority markets forthe three regions within Southwest Nova: Nova Scotia, primarily in the Halifax Regional Municipality New Brunswick, New Brunswick primarily in Saint John, and Moncton Non-resident visitors already travelling in Nova Scotia Ontario, Quebec and Western Canada in partnership with stakeholders and the NSTA New England in partnership with stakeholders, Bay Ferries and the NSTAMarketing initiatives into Quebec, Western Canada and U.S. will continue to be evaluated inpartnership with Nova Scotia Tourism Agency and other strategic partners. Visiting Friends &Relatives will continue to be a target with ongoing evaluation. Tactics to reach key touroperators, travel trade specialists and travel media will be addressed in the communications plan.
  21. 21. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 213.4 Highlighting Core Experiences & Hidden GemsNova Scotia Tourism uses six core experiences to attract visitors to the province, categorized asseacoast, outdoor, culture, cuisine, heritage and urban. DSWNA has many of the province’stop-ranked experiences and demand generators in these categories. DSWNA will use experiencerich images and creative messages featuring market-ready experiences and demand generatorsthat embrace and communicate these core experiences in all marketing tools. DSWNA willwork closely with Nova Scotia Tourism to build on the experiences and images from the threeregions that are featured in their marketing campaigns and on novascotia.com. The look and‘feel’ of all marketing products will be carefully coordinated and instantly recognizable ascoming from the region of Southwest Nova Scotia. This approach will create a ‘marketingsynergy’ that will compliment and leverage the marketing initiatives being undertaken by NovaScotia Tourism.In 2012, DSWNA began to develop an inventory of professional images with the assistance ofNova Scotia Tourism Agency and industry that describe & illustrate the demand generators andsecondary motivators by region, season, experience and core images. The association continuesto add to the inventory and would ask that any partners or stakeholders that have professionalimages which may be used in marketing and promotional efforts to share and send them along tobe part of the inventory which may be accessed by industry. By utilizing the same or similarimages, it creates a synergy in the region and assists in marketing one Nova Scotia.3.5 Media Mix for ResultsNew online and social marketing opportunities are being developed at a rapid pace. While thepopularity of online media continues to grow, it is important to keep in mind the demographicsof our audience to ensure the most effective media choices are being implemented. According tothe Nova Scotia Tourism Agency, there appears to be a steady shift from print literature to onlineforms of communication that must be addressed. Sixty-five percent (65%) of travellers researchdestinations online before deciding where to travel: eighty-five (85) percent use their smartphones while travelling, and 70 percent update their Facebook status while on vacation. Two-thirds of would be travellers view video’s to help select destinations. The province further pointsout that we require a first rate online tourism presence and a mobile plan, while fully capitalizingon the power of social media. It is important to note that consumers aged 18 to 34 wereapproximately twice as likely as those aged 35 to 54 to trust social media sources forinformation.As our primary markets are aged 35+ and based on our own research findings, this media planincorporates a blend of traditional media with a continuum of growth for online opportunities.However, due to the constantly evolving marketing environment, both traditional and digitalchannels will be regularly monitored to measure shifts in use and to determine the optimal mediamix is being offered to DSWNA members. The DSWNA Media Plan must be responsive toconsumer wants and needs and be able to adapt communication channels accordingly.3.6 Regional WebsiteThe value and importance of websites cannot be underestimated. As key travel research,planning and booking tools with an estimated 65% of people using the internet for their tripdecision-making. The regional tourism (DSWNA) website is the centre of all marketingactivities. It will be vital, visual and interactive. With a strong customer focus, it will feature the
  22. 22. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 22‘must-see & do’ visitor experiences that can be enjoyed in each of the three regions. A rich andvaried selection of itineraries and packages will also be available. The enhanced regional websitewill make it simple and enjoyable for the customer buying a trip or downloading materials. Thissite is the best location to offer visitors the full experiences of the region. In 2012, DSWNAdeveloped an interactive map on the regional website highlighting by a pin point on a map of theregion. As the world is getting smaller and smaller and more people are researching online andtravelling with mobile devices (85%) in Nova Scotia, with 85% of pleasure travellers updatingtheir Facebook status, DSWNA will strive to have our enhanced site available as a mobile site in2014-2015 business plan. In addition, we will work closely with NS Tourism to enhance ourregional mobile pages on www.novascotia.com.All advertising calls to action will direct traffic to the DSWNA website which in turn will linkpeople to members and partners’ websites. Creative continuity will tie the website to advertisingmediums. Messages and graphics will have the same creative direction giving DSWNA and itsthree regions a distinct and appealing brand image. Packages, itineraries and special offers willcompliment Nova Scotia Tourism’s marketing efforts.Website activity will be carefully monitored measuring numbers of visitors to the site plusconversion metrics tied to each click, like referrals to members’ sites, guide requests and TravelClub sign-ups. Overall visitation to the regional website, launched in August 2012 is as follows,which Canada having the 79% of visits to the website. In reviewing a further breakdown, the topfive (5) Canadian visitation provinces were Nova Scotia, Ontario, Quebec, Alberta and NewBrunswick.79%15%6%Overall Visitation to websiteCanadaUSOther
  23. 23. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 23The chart below and on the following page compares the unique visits for 2009-2012, as well asthe bounce rate on the website. These are based on fiscal year from April-March.DSWNA will increase unique visits by 2% to 54,200 unique visits.DSWNA will decrease bounce rate by 2% to 49.5% from 50.89%.3.7 Social MediaRecognizing the importance and value of social media, the Marketing Strategy recommendsconcentrating on expanding social media efforts in 2013 as a region. Following this direction, we willcapitalize on existing social media opportunities available through Nova Scotia Tourism andmembers during 2013. In 2012, we focused on an industry facebook page, industry twitter account,developed a blog, created a company profile on Linked-In, as well as Pintrest. We continue to have aYouTube Channel and will cross promote where possible. In 2013, as indicated above, DSWNA willdevelop a consumer/traveller facebook page (novascotiabackyard) as well as Twitter Feed(novascotiabackyard) highlighting the many hidden gems, locals know and experiences in our regionto encourage these visitors to explore our regional website.47942463775200053054420004400046000480005000052000540002009 2010 2011 2012Unique Visitorswww.novascotiabackyard.com49.7847.7752.4150.894446485052542009 2010 2011 2012Bounce Rate (%)www.novascotiabackyard.com
  24. 24. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 243.8 Meetings & EventsMany operators within the region (Southwest Nova Scotia) are actively participating and involved inthe business of meetings and events at a variety of levels. The region can benefit from the business ofthe meetings and events market (business travellers make up 35% of market in NS) by operatorshosting meetings in the region, as well as by offering pre and post meeting activities in the region.Working with eight (8) key meeting partners in the region, DSWNA will assist in the facilitation andsupport the activities of these partners. In addition, the Association will facilitate a regional websitepage (Meet Here!) specific for meetings & conventions in Southwest Nova Scotia through the urlwww.meetnovascotia.com. DSWNA is a member of Destination Halifax who is tasked withincreasing Meetings & Events for Nova Scotia. DSWNA is actively involved and participating withEvents Liverpool and Yarmouth & Acadian Shores Events. Outside of Halifax, this region has themost facilities that can accommodate larger meetings & events than anywhere else in Nova Scotia.Being involved and supportive of provincial initiatives, the Association will have access and theability to attract more business travellers and events to the region, as well as having the ability toposition packages and offers for the attention of inbound meeting delegates in HRM.DSWNA, in partnership with the meetings & events partners in the region, will continue toenhance the www.meetnovascotia.com3.9 Co-operative Marketing Partnership ProgramBuilding on 2012, DSWNA is pleased to continue the co-operative marketing partnershipprogram for DSWNA members. Members will have the opportunity to apply for funds throughthe Co-operative Marketing Partnership Program (up to a maximum of $5,000) to support newand innovative marketing initiatives undertaken with two or more partners for the purpose ofbuilding tourism revenues in the regions. Contact the DSWNA office for details or visit theDSWNA website for application information.3.10 Media Buy (Consumer Market)Media buys for 2013-2014 are described below and summarized on a media calendar. Thiscalendar is a handy planning tool which will enable members to review at a glance advertisingopportunities for the year. Both booking dates and deadlines for artwork are included.Summer Vacation and Golf Guide 20132013 - Published (Destination Feature on behalf of Membership)Target Audience: New Brunswick, Moncton, Saint John, Fredericton & Prince Edward Island,Summerside & Charlottetown (Pleasure Travellers & Golf Enthusiasts)Distribution: With a reach of almost 300,000, a 32 page tabloid feature with a full page ofregional editorial, in addition to the back cover. Inserted in the following publications: TelegraphJournal, Times & Transcripts, Daily Gleaner and Prince Edward Island Pioneer Journal,Summerside and The Guardian, Charlottetown.Summer Vacation and Golf Guide 2014Target Audience:: New Brunswick, Moncton, Saint John, Fredericton & Prince Edward Island,Summerside & Charlottetown (Pleasure Travellers & Golf Enthausiats)Distribution: The Summer Vacation Guide is inserted into the full distribution of theTelegraph Journal, the Moncton Times & Transcript and the Fredericton Daily Gleaner,
  25. 25. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 25Prince Edward Island Pioneer Journal, Summerside and The Guardian, Charlottetown, for atotal readership of almost 300,000.NewspapersAs previously referenced, newspapers remain an important advertising medium for our targetmarkets. DSWNA is continuing a print campaign aimed at audiences in Nova Scotia, particularlythe Halifax Regional Municipality, and in New Brunswick with concentration in the two mainpopulation bases of Saint John and Moncton. Many of these buys combine advertisements withregional editorial support which significantly strengthens the message and its reach. Insertiondates are Thursdays in the Entertainment Sections where people are looking for things to do onthe weekends.Opportunities to maximize exposure of the three regions and to strengthen our advertising effortsare available through timely and well-prepared media releases that publicize newsworthyexperiences, events and activities. In both Nova Scotia and in New Brunswick, we will be able todirectly access editorial departments via our sales representatives. This is a very beneficial as itmeans that publicity materials will be presented in person directly to editors for their review andpublication.New Brunswick Advertising Opportunities Telegraph Journal Bundle (Telegraph Journal and HERE Magazine):Each buy gives members one complete bundle that includes their advertisement in thefollowing two publications six times throughout the year:o Telegraph Journal (Saint John and provincial edition) – approx. 100,000 readersacross the province with a concentration in Southern NB and an average householdincome of $60 929.o HERE Magazine (Saint John, Moncton and Fredericton entertainment magazinewith festival and event news) – approx. 56,000 readers with 46% aged 18 – 34 yearsand 42% aged 35-55 years.Nova Scotia Advertising Opportunities Chronicle HeraldTarget Audience: Nova Scotia resident’s, particularly Halifax Regional Municipality(HRM)Six ad spaces on a 2/3 full colour page in the Thursday Entertainment section with theexception of All in a Day’s Drive (June) and Autumn Adventures (September) which will runin the Saturday editions. These opportunities will provide seven key opportunities to reachNova Scotians, particularly in the HRM starting in June with the special feature of All in aDay’s Drive.
  26. 26. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 26Saltscapes PrintedA selection of popular, previously tested consumer and travel trade publications are includedbecause of their continuing success as tourism advertising vehicles for DSWNA. Circulationinformation is included below showing distribution to key target markets. Saltscapes Food and Travel Guide (annual publication)Full colour ad space on a DSWNA ad page supported by editorial. Ads in this verypopular issue are limited to a first come, first serve basis.Target Audience: Ontario and Atlantic CanadaDistribution: 250,000 copies printed with 33,000 going to subscribers. Copies arehanded out at sample stations at Sobey stores in Ontario sampling Atlantic Canadianfood. Sold on major newsstands over 8 months with 80% sell through. Summerscapes Calendar 2013-Now published. This publication (calendar) featuredsignature events, along with monthly events, packages and Fan Trips featuring eachregion. Summerscapes Calendar 2014 – This publication (calendar) will feature signatureevents, along with monthly events, packages and Fan Trips featuring each region.Distribution: 399,500 copies distributed in May issues of Saltscapes, Chronicle Herald,Cape Breton Post, Saint John Telegraph Journal, Moncton Times Transcript, FrederictonGleaner, Charlottetown Guardian, the Atlantic Canada edition of the Globe & Mail andgeneral distribution. Each issue is also online with both DSWNA and Nova Scotia Tourismfor six months. Winterscapes Calendar 2013-Now Published. This publication (calendar) featuredsignature events, along with monthly events, packages and Fan Trips featuring eachregion. Winterscapes Calendar 2014 - This publication (calendar) will feature signature events,along with monthly events, packages and Fan Trips featuring each regionDistribution: 399,500 copies distributed in January issues of Saltscapes, Chronicle Herald,Cape Breton Post, Saint John Telegraph Journal, Moncton Times Transcript, FrederictonGleaner, Charlottetown Guardian, the Atlantic Canada edition of the Globe & Mail andgeneral distribution. Each issue is also online with both DSWNA and Nova Scotia Tourismfor six months. Saltscapes MagazineAd space on the full page colour DSWNA ad page in the July/August issue and/or theSeptember/October issue
  27. 27. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 27Distribution: Each issue has a 45,000 circulation in Atlantic Canada with an auditedreadership of 408,000 per issue.Regional Guides 2013 Now Published Bay of Fundy & Annapolis Valley (partnership with Central Nova TourismAssociation) - 45,000 copies South Shore – 35,000 copiesDistribution: Visitor Information Centres, Mail Outs, Consumer Shows, Intercept Strategy 2014 Regional GuidesAdvertising sales begin in August 2013 for the 2014 regional guides; we would like tohave our guides ready for the tradeshow season in early 2014. This is a cost effective wayto showcase your business and services to travellers throughout the tourism season. Ifyou would like to participate in 2014 guide, please contact the association.Online Campaign 12 Week Online CampaignWhile readership of the Chronicle Herald newspaper still leads, online readership israpidly increasing. An online campaign with 500,000 impressions paired with the printcampaign during the months of July, August and September will provide maximumcoverage within our Nova Scotia market. Big Box or leaderboard ads available.Target Audience: Nova Scotia, primarily Halifax, Ontario, Western Canada, NewEngland Digital – Run of NetworkUsing Transcontinental’s inventory of Nova Scotia, Ottawa and Toronto’s onlinenewspapers and magazines we can purchase 395,000 views with a 10% bonus of anadditional 39,500 based on availability. This will give members an opportunity for low-cost, digital exposure (cost per 1000 impressions-$17.00) to people in these three marketsin a choice of times from June through to September.Target Audience: Nova Scotia, primarily Halifax, Ontario, Western Canada, NewEngland Reverse Targeting- NS SitesUsing Transcontinental’s websites for their 18 Nova Scotia community newspapers wecan target readers only in New Brunswick, Toronto and Ottawa. Many of these peoplewill be former Nova Scotia residents or have family and friends in the province. This isan extension of the province’s VFR campaign where people are being encouraged tomake 2012 the year to come home to Nova Scotia. Big box ads give members a low-cost
  28. 28. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 28($12.00 per 1000 impressions) opportunity to market directly to people connected to andinterested in Nova Scotia. WebcamMonthly Leaderboard ads can be purchased on www.novascotiawebcams.com, Canada’smost popular webcam website with stunning, panoramic, high resolution live imagesfrom Nova Scotia. Guaranteed impressions are 75,000 per month.Monthly online traffic stats (source: Google Analytics 2/2011) show over 90,000 uniquevisitors, over 300,000 visits and 1.4 million page views. There are high return rates withlow bounce rates. It is important to add that Webcam is always one of the top fivereferral sites to dswna.com.BillboardsTarget Audience: In market travellers and HalifaxBillboards are highly visual and reach a large number of in-market tourists as well as residents.As such, it delivers the message, the audience and efficiencies in a way that consumers andbusiness magazines cannot, especially in a relatively small market with a tight advertising budgetthat has to work hard to deliver multiple objectives for our three regions.We will aim to deliver three faces in HRM with mix of location reaching in market travellers andresidents at strategic and high-traffic spots for four weeks across summer and fall. We will relyon member participation. Key experiences will be highlighted with an enticing message and aspecial URL.Travel MediaEditorial coverage of our tourism experiences within Southwest Nova Scotia’s three regions is apowerful and highly effective means as a travel influencer for readers. In addition to thepublicity/editorial campaign that we will be used with the New Brunswick Telegraph Journal andNova Scotia’s Chronicle Herald, we are working closely with Nova Scotia Tourism to host travelwriters. In June we will host a travel writer from MSN Voyage.ca who writes in French, alongwith a lifestyle blogger. These initiatives will spotlight our regions and give us importantexposure in Canadian, American and international markets. Throughout the season, DSWNAwill look for other media opportunities to promote the Bay of Fundy & Annapolis Valley, SouthShore and Yarmouth & Acadian Shores.To support these efforts, we will create a travel writers’ kit containing itineraries anddescriptions of experiences available in the three regions.Concierge Program – Partner OpportunityTarget Audience: In market travellers and HRM-Intercept StrategyAs DSWNA works to improve visitor services in the region, we recognize that outstandingproduct knowledge is critical for front line staff. Once again we will host a special event inHalifax in June 2013, where front-line hotel staff can have a combined training and first-handexperience of some of the exceptional tourism opportunities available in the three regions. Our
  29. 29. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 29goal will be to create passionate ambassadors for our beautiful regions. A kit containing “At aGlance” materials and some ‘experience surprises’ will be provided to each attendee. As anincentive for front line staff to explore our three regions we will again hold a contest where theycan drop their business cards in a special ballot box at Visitor Information Centres (VICs) in theregion. At the end of the season we will do a draw for a getaway to our three regions.Opportunities for members to join in this promotion will be launched in early-mid June.Inserts (Packages & Experiences) – Globe & Mail Atlantic and Chronicle HeraldTarget Market: Nova Scotia primarily HRM and Atlantic CanadaInserts can offer more creative flexibility for one or multiple partners. Advertisers can doubletheir message “real estate” by having content appear on both sides. Most important of all, theycan be targeted more finely than newspapers themselves, because they can be inserted to bedelivered to households most receptive to the message. We would be creating special packagingor pricing for tracking purposes. The same creative would be used for both newspapers.Chronicle Herald-targeted to upscale, white collar educated readers with the highest propensityto travel.Consumer & Trade Shows/ExhibitsEvent: Incentive WorksDates: August 20-21, 2013Booking Deadline: June 2013Location: TorontoDescription: This is a new conference and trade show targeted at business eventplanners. DSWNA will partner with White Point Beach Resort with the objective ofintroducing our region filled with world-renowned attractions with an extensive range ofexciting outdoor and cultural activities as a fresh, new alternative for business meetingsand eventsEvent: Optimyzlive Health ExpoDates: January 2014Booking Deadline: September 2013Location: HalifaxDescription: This is the largest health, fitness and lifestyle show in AtlanticCanada featuring a range of lifestyle related exhibitors wanting to reach an active andengaged audience of more than 5,500 people with 91% stating that they are looking foroutdoor adventure experiences when they travel. DSWNA will host a stage presentation.Event: Atlantic Outdoor & RV ShowDates: March 2014 (TBC)Booking Deadline: December 2013Location: HalifaxDescription: The 2013 show welcomed a record attendance of almost 26,000outdoor enthusiasts, RV owners and potential buyers exploring tourism opportunities.
  30. 30. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 30Our scenic touring routes, wide range of unique experiences and camping facilities makeNova Scotia an appealing destination.Event: Atlantic Motorcycle and ATV ShowDates: Mid February 2014 (TBC)Booking Deadline: October 2013Location: Moncton, NBDescription: Approximately 10,000 motorcycle and ATV enthusiasts, clubs,associations and interested new fans attend this show. Many of them enjoy motor cycletouring making them a keen audience for Nova Scotia tourism experiences.Event: AAA SNE Travel MarketplaceDates: March 2014 (TBC)Booking Deadline: December 2013Location: MA, USADescription: The 2013 show welcomed a record attendance of over 17,000travel consumers ready to purchase. For 2014, DSWNA would partner with Yarmouth &Acadian Shores Tourism Association (YASTA). This is a direct to market link to inpreparation for the return of the New England to Nova Scotia transportation link.Exclusive to show itinerary development and partner opportunitiesEvent: Saltscapes East Coast ExpoDates: late April 2014 (TBC)Booking Deadline: December 2013Location: HalifaxDescription: The Saltscapes East Coast Expo continues to be a highlyproductive consumer event that allows DSWNA, regional operators and memberorganizations to successfully promote their tourism experiences to an enthusiastic,prosperous Maritime audience of over 28,000 visitors.Maritime SaversTarget Market: New England, Ontario, Quebec, New Brunswick and Nova ScotiaThe Maritime Travel Saver program is a FREE program that allows Maritime tourismpartners to upload and share great promotions and packages with our passengers. Traveldeals can be featured in a variety of categories, including accommodation, events, andattractions and must be limited to Nova Scotia, New Brunswick and Prince Edward Island.What’s more, there is no cost or limit to the amount of promotions uploaded over the courseof the 2013 tourism season. You can manage your deals though the easy to use backendadministration area and can have 2 deals published on the Web site at any point in time.All deals will be published on the high traffic website www.ferries.ca travel portal and willbe promoted online by Bay Ferries Limited at www.MaritimeTravelSaver.com. ContactJessica Gillis at jgillis@nfl-bay.com or call DSWNA office at 1-902-634-8844 for moreinformation.
  31. 31. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 31In addition to the above, DSWNA is actively in market with the following:The Ultimate Bay of Fundy Road Trip PartnershipThe essence of the Ultimate Nova Scotia Road Trip campaign is to encourage users to travelthroughout the Southwest region of Nova Scotia. We have designed in partnership with BayFerries, Destination Saint John and Irving Oil a series of interactive itineraries highlightingparticipating partners and the experiences of all three regions.Primary objectives of the campaign were to increase awareness throughout Southwest NovaScotia’s regions, increase exposure, fulfillment requests, outbound referral traffic and exposurefor participating partners, increase bookings, reservations, exposure for non participatingpartners highlighted on www.novascotiabackyard.com.Through the program we highlight that Southwest Nova Scotia is the perfect road trip, enrichinga travellers mind and spirit of adventure by exploring the experiences of our three regions.www.ferries.caLe Societe Acadian (Acadian Tourism Product)Joint Acadian Promotion, positioning the Acadian Tourism product of Nova Scotia in theFrancophone market in partnership with Yarmouth & Acadian Shores Tourism Association,Destination Cape Breton, Nova Scotia Tourism Agency, Grand Pre, Cheticamp, etc Salon RV in Québec city (Camping) Marketing campaign in New Brunswick and Prince Edward Island Design and build a permanent Kiosk themed, l’Acadie de la Nouvelle-ÉcosseThroughout the year, as new opportunities present themselves, they will be assessed to determinetheir ability to further our marketing objectives. We will only pursue initiatives that willcontribute to meeting our 1% goal.4.0 COMMUNICATIONSA solid communication plan is important to maintaining a strong organization. CommunicatingDSWNA’s activities and events and highlighting the important contribution that tourism makesto the economic and social well being are essential to a sustainable structure. Thesecommunications also serve as important membership recruitment and retention functions bykeeping stakeholders informed of the Association’s activities and tourism-related initiatives. Inaddition, it helps remind stakeholders that DSWNA is working on their behalf. It is imperativethat DSWNA facilitates two-way communication with members and stakeholders and keepsinformation flowing in a timely manner.For DSWNA to be successful in its goal to increase stakeholder engagement, communication iscritical. DSWNA will focus on enhancing communications with customers, internalcommunications and external communications. In late 2012, the association developed a strongcommunications plan (internal and external) identifying the methods of increase visitation withinthe region, stakeholder engagement and strength within the organization.
  32. 32. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 32Currently, DSWNA communicates regularly with all levels of government, industry and mediathrough email correspondence, DSWNA meetings, presentations and through involvement oncommittees. DSWNA corresponds with visitors through participation at consumer shows andon-line and off-line advertising, as well as inquiries, and through Visitor Information Centres.4.1 Communications with CustomersCommunication with customers encompasses both on-line and offline methods and directinteraction with customers through stages of their experience. DSWNA communicates with over8,000 Travel Club members by e-blasts and e-specials at least eight (8) times per year. These e-blasts highlight experiences, packages, events and specials to encourage travel and increase levelof spending. This list was established through contests, trade shows, website opt in andinquiries. It is important that DSWNA continue to communicate and grow this list to engagemore customers to visit, stay longer and spend more in our region. It should be noted that aftereach e-blast was sent to the travel club, there was a noted increase in visitation to the website.DSWNA will further increase the Travel Club list by 5% to 8,543 from 8,137.4.2 Internal CommunicationsThe Board of Directors, staff, committees and stakeholders all play an important role inenhancing communications internally to be strong externally. Establishing clear by-laws,governance policies, terms of reference for committees, job descriptions, policies, goals,objectives, measurements and on-going feedback will strengthen our relationships, our board,our team and overall the organization. The Board of Director’s meet at least eight times peryear.4.3 External CommunicationsOver the past few years, communications have been identified as both a positive and an area forimprovement. Some industry stakeholders have reported that we send too manycommunications, while others have shared that they do not receive enough. At the end of March,DSWNA was communicating with close to 1,000 industry stakeholders through our regulardistribution list, as well as 425 friends on the industry facebook and 192 followers on twitterwhich was launched in January 2013. The industry distribution list consists of members,partners, stakeholders and investors in the tourism industry.Moving forward, DSWNA will ensure that communications are clear, regular and relevant; thatthey are sent to the right stakeholders at the right time; that they are frequent and consistent andthat follow up for offers and deadlines will be done personally. In addition to our industryfacebook page, which provides updates for industry, we will establish a Consumer/VisitorFacebook Page, highlighting the hidden gems, experiences and all that there is to see & do inNova Scotia’s Backyard.DSWNA will increase industry facebook page by 10% to 468 from 425.DSWNA will create a consumer/visitor facebook page highlighting the region with 500friends/likes by March 2014.
  33. 33. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 33In terms of the newsletter template and current readership levels (on average 195 or 18% ofreaders open the monthly newsletter) and industry engagement, DSWNA will be launching anew newsletter template and industry portal for highlights and updates, called SouthwestConnections. This new design will provide the association the ability to update industry in atimely manner and in a clear, easy and professional format.DSWNA will develop a new newsletter template namely Southwest Connections.DSWNA will develop a survey to gage and assess the new format for the industry’ portaland newsletter.The provincial inTouch Newsletter, is filled with the latest news from the Department and otherindustry members. inTouch provides up-to-date information on ongoing provincial partnershipopportunities and programs, and gives subscribers an overview of what’s happening in theindustry. DSWNA will continue to circulate and include this information in our newsletters andon the members’ portal to members and stakeholders.4.4 Industry Portal – http://partners.novascotiabackyard.com/In 2008, DSWNA launched the Members/Partners Portal as the central location for informationfor our members/partners as well as publications, reports and information on what’s happening inthe region. In 2011, we further enhanced the information on the portal to include statistics,research and analysis for industry stakeholders, as well as having more information availablewithout logging in to the portal. By allowing increased public pages, it provides industry betteraccess to the importance of tourism and opportunities in the region. With the need to updateindustry in a quicker, more efficient manner, DSWNA will develop and implement a newindustry portal, in line with the new newsletter, Southwest Connections. The new portal will notrequire a log-in from members unless they wish to update their enhanced website listing. Byproviding open access to the industry portal, DSWNA believes that it will provide an opportunityfor industry to stay up to date with events, statistics, new initiatives and act as the informationhub for industry in region.DSWNA will develop a new industry portal building on the newsletter SouthwestConnections.4.5 Industry EngagementOver the past few years, industry engagement through memberships and partnerships have beendeclining. Annually, DSWNA holds two networking and industry engagement opportunities,through the Annual General Meeting in Spring and the Semi-Annual Meeting held in Fall. Thecalendar will also include the addition of three (3) industry cafés for stakeholders in each region.It is important that we re-establish the Association as the tourism industry leader representing theneeds of its members and provide opportunities where industry can talk to industry and grow thecapacity within the region.DSWNA will host at least three (3) industry cafes for stakeholders in each region annuallyfor updates, information and networking.
  34. 34. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 345.0 MEMBERSHIPSince inception in 2006 until 2009, the Association was an industry-led, membershiporganization. In 2009, the Association changed to an attempted partnership model, as a ‘pay toplay’ initiative, which caused a considerable amount of confusion among stakeholders. In 2011,DSWNA moved back to an industry-led membership organization and has clearly articulated thedifference between membership and partnership. In 2012, a review of the membership incentiveprogram/package was completed which clearly identified the four (4) key membership benefits,which include enhanced regional website listing, member pricing on promotion and marketinginitiatives, information / communications services and education /networking opportunities. Inaddition, a new membership incentive package was developed highlighting the benefits of beinga member of the association.5.1 MemberA member is an industry stakeholder who supports and upholds the goals and objectives ofDSWNA and pay a base participation membership fee which includes a basic listing ofcompany/organization to be included on the website (with a reciprocal link). Membership iscompleted on an annual basis. Membership at March 31, 2013 consisted of the following:DSWNA will increase annual membership by 10% to 189 from 172.6.0 PARTNERSHIPDSWNA continues to work closely with partners from Tourism Industry Association of Canada(TIAC), Atlantic Canada Tourism Partnership (ACTP), Canadian Tourism Commission (CTC),Nova Scotia Economic & Rural Development and Tourism (NSERD&T) along with the NovaScotia Tourism Agency (NSTA), Atlantic Canada Opportunities Agency (ACOA), RegionalTourism Industry Associations/Destination Marketing Organizations (RTIAs/DMOs), MunicipalUnits, Bay Ferries Limited, Discover Saint John, Parks Canada, Motorcycle Tour Guide of NovaScotia, grassroot organizations and industry stakeholders to enhance collaboration andpartnerships to continue to increase tourism revenues and to decrease duplication of efforts.01020304050607080Bay ofFundy &AnnapolisValleyYarmouth &AcadianShoresSouthShoreOther6623767201320122011
  35. 35. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 35Building on our partnerships within the region, in 2013, DSWNA will welcome Roger Brooks,Destination Development Inc, to conduct market-readiness assessments in Yarmouth & AcadianShores region (Woods Harbour – Digby), Queens and Shelburne Counties (Green Bay – ShagHarbour) and a re-assessment of the Bluenose Coast on the South Shore (Petite Riviere-nearHalifax). The overall objective of undertaking this assessment is to provide the communitiesinvolved with a realistic and objective look at their destinations from the perception of a visitor.This will enable the communities to capitalize on their strengths, see the opportunities andencourage discussion and partnerships to showcase the destination and provide a lastingimpression for the visitors.Since 2008, Mr. Brooks completed several community assessments in Nova Scotia. Thecompleted assessments include Bluenose Coast on the South Shore, Annapolis – Digby area,Annapolis Valley, the Cabot Trail (and re-assessment) and the Northumberland Shore. Theresults of these assessments were well received by the communities in all areas and work hasbegun on a number of the recommendations that were made in each assessment.The project also involves the completion of a market readiness assessment, which will identifysignage (public and private), way-finding (ease of getting around), general appeal (architecture,beautification), critical mass/business mix, business hours, visitor information services, visitoramenities, local attitude, attractions (things to see and do), etc. In addition, for every challengethat is identified, there will be an opportunity or suggestion on how to improve it from a visitor’sperspective. DSWNA is excited to partner on this initiative with Yarmouth & Acadian ShoresTourism Association, Shelburne County Tourism Association, Region of Queens Municipalityand Destination Bluenose Coast.7.0 VISITOR SERVICESIn December 2003, the Province of Nova Scotia released its Visitor Information ServicesStrategy. The Strategy was not implemented; however, the information contained in the report isa valuable tool to assisting to develop and enhance visitor services in the region moving forward.Visitor Information Centres (VICs) and visitor servicing continue to play an important and keyrole in tourism marketing.Annually, through a partnership agreement with Nova Scotia Tourism Agency, DSWNAallocates and administers the Provincial Employment Program (PEP) funding for staffing at theVisitor Information Centres. In addition, DSWNA applies annually for Student TravelCounsellors under the Canada Summer Jobs (CSJ) Program through the Government of Canada,and once/if approved administers this program investment.With a strong customer focus, DSWNA will strive to develop a service network that provides anefficient information delivery system, quality service and connectivity. The underlyingcomponents of the plan include sales and product knowledge training, as well as industry andfront line staff networking.7.1 Visitor Information Centres (VICs) Overview (Nova Scotia)In Nova Scotia, there are 67 individual VICs operating seasonally, as well as provincial centres.While 80% of visitors seek destination information through the internet, there continues to be
  36. 36. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 36those visitors that adjust their travel plans enroute through Visitor Information Centres. It shouldbe noted that VIC visitation was lower in 2010 compared with 2004; however, in 2010, researchindicates that one-quarter of visitors stopped at a Visitor Information Centre (VIC) at some pointduring their trip with RV Travellers (70%), pleasure travelers (43%), US (47%) and Overseas(49%). Atlantic Canadians were least likely to use VICs. US, Overseas and Quebec travelerswere most likely to use the services of a Visitor Centre when entering the province, while US,Overseas and Western Canada were to most likely use services while travelling throughout theprovince. Of the visitors who stopped at a VIC, a majority (61%) felt that they learned about anevent, activity or area of the province that they did not know before. One-third of visitors (34%)stated that they took part in an activity or event as a result of their trip to the VIC and three in thestated they visited a part of the province they would not have gone to otherwise. Four percent ofvisitors who stopped at a VIC extended their stay in Nova Scotia. Among those who extendedtheir stay, the average visitor stayed an additional 2.0 nights. The average additional nightsremained unchanged since 2004.7.2 Southwest Nova Scotia VICsIn 2012, DSWNA assisted in the co-management (with the sponsoring organizations) of 25local/regional Visitor Information Centres in Southwest Nova Scotia. At the same time, there arethree (3) provincial centres located in Peggy’s Cove, Yarmouth & Digby. Below is a chartindicating the local/regional VICs in Southwest Nova Scotia, along with the sponsoring unit.Visitor Information Centre Sponsoring UnitVisitor InformationCentreSponsoring UnitWindsor Town of Windsor Clare Municipality of ClareHantsport Town of HantsportYarmouth & AcadianShores (Yarmouth)Yarmouth & Acadian ShoresTourism AssociationWolfville Town of Wolfville Clark’s Harbour Town of Clark’s HarbourKentvilleTown ofKentville/Municipality of theCounty of KingsBarringtonMunicipality of the District ofBarringtonBerwick Town of Berwick Shelburne Town of ShelburneKingston Village of Kingston Lockeport Town of LockeportMiddleton Town of Middleton CaledoniaCaledonia VIC Committee (NorthQueens Board of Trade)BridgetownBridgetown Chamber ofCommerceLiverpool Region of Queens MunicipalityAnnapolis RoyalAnnapolis & District Board ofTradeBridgewater & AreaMunicipality of the District ofLunenburg/Town of BridgewaterBear River Oakdene Centre Lunenburg Lunenburg Board of TradeDigby Town of Digby Mahone BayMahone Bay & Area Chamber ofCommerce
  37. 37. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 37Tiverton Tiverton Board of Trade ChesterChester Municipal Chamber ofCommerceWeymouth Weymouth Board of TradeThe Association gathers and submits statistics (guest book signatures/visitors counselled) fromthe regional/local Visitor Information Centres in Southwest Nova Scotia to Nova Scotia TourismAgency. The charts below show the visitors counselled of the information centres from May-October per region comparing 2009-2012.Bay of Fundy & Annapolis Valley VICs (Visitors Counselled)May-October 2009-2012Yarmouth & Acadian Shores VICs (Visitors Counselled)May-October 2009-201202000400060008000100001200014000201220112010200901000200030004000500060007000Clare Yarmouth2012201120102009
  38. 38. [DESTINATION SOUTHWEST NOVA ASSOCIATION PLAN] 2013-2014Bay of Fundy & Annapolis Valley, Yarmouth & Acadian Shores, South Shore Page 38South Shore VICs (Visitors Counselled)May-October 2009-2012The development of a consistent manager’s manual/visitor services manual by DSWNA hasallowed managers to further train their staff, have pertinent information right at their finger tipsand have immediate access to all necessary procedures and reports. This document is especiallyimportant and useful for new managers. The manual is constantly being updated and staffreceive new versions annually. The DSWNA reference manual is currently being utilized as amodel for local and regional VICs throughout Nova Scotia working with the other RegionalTourism Industry Association/Destination Marketing Organizations.In 2012, Visitor Information Centre staff partook in sessions that included: SuperHost, Service1st, First Aid and Product Knowledge. The 2013 training will look similar as we continuetackling time challenges and focus on new training development and opportunities, such as theWorld Host Program, which replaces SuperHost. Training and education is key to the success ofour industry in the region.DSWNA will train a staff person to be a facilitator for the World Host Program.As well, DSWNA provides a consistent co-partnership agreement with sponsoring units,training, local literature distribution, familiarization tours, product knowledge, technologysupport, ongoing resource and supervision and administrative services to all 25 VisitorInformation Centres, as well as pre and post meetings with sponsoring units and VIC managers.Once the visitors are here, we need to keep in the region through an intercept strategy. Part ofthis strategy is to provide industry operators the opportunity to test drive or sample the productsthat we have to offer here in our own backyard. Through product knowledge, product awarenessand experiencing it for yourself, you are better able to describe the experience or product andrecommend it first hand to visitors. In 2013, DSWNA will enhance and re-vamp theRecommend the Southwest Program! This program will offer discounts on experiences andproducts or complimentary samples all by DSWNA operators to other DSWNA Operators. Theprogram will be similar to the provincial Open Door Program, but will be operated throughoutthe Southwest Nova Scotia region. The program can include discounts, friends and family rates,05000100001500020000250002012201120102009

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