Special inserts in presentations
at the Edge of theWedge #23 & #24
NancyArsenault, Celes Davar & Todd Lucier
Can you Deliver this Message ...
“We provide benefits with great travel
experiences that meet or exceed your
needs and provide value for money,
you can count on it.”
… position themes
… personal relevance
Series of events
… personal connection
Thinking Through a Market Perspective
But we still use traditional demographics
to learn about our customers ...
• Cracking the code of personalization is the
future of travel.
• 38% of Internet users are willing to pay 20%
more for a customized product.
• People will continue to travel - just
differently; reducing length to retain quality
• Yet value is in vogue- menu pricing is back!
Bundling is out, menus are in.
• Time poverty remains one of your greatest
competitors. Speed is in!
• Speed vacation - 4 days max
• Speed meetings - 2 days max
• 33% of US visitors to Canada took a
last minute trip, 5 days or less booking
Source: PeterYesawich, Y-Partnershps, 21 Oct 2010.
Room Food Amenities WiFi Experiences
• Receptive operator
• Transportation provider - Bus Tour Co.
• Accommodations - Hotel, B&B, Inn
• Destination management organization
• Economic development/Tourism ofﬁce - Dauphin
• Not for proﬁts,Volunteer, Museum
• Attractions, Festivals
• Experience provider (Musician, artist, yoga teacher)
• Non-traditional tourism businesses (Honey farm)
• Event managers
WHO CAN FILL THE GAP?
“The customer experience is
a combination of everything
you do, or fail to do”
Kathy Haley, VP Client Experiences,
Royal Bank of Canada
Wayne Parsons, Bonne Bay Boat Tours, Norris Point, NL
“From the moment you think about travelling,
till the time you return and share stories,
you are engaged in your customer experience.
We, as businesses, are only part of the travellers’ journey.
Strive to be the most relevant, engaging, and memorable!”
A customer experience is a 50/50
blend of the organization’s physical
performance and the emotional
Since 50% is based on emotions,
you must understand how your
Shifts in Opportunity
Sage on the Stage
Look & listen
Talk to people
Chunk down activities
Guide of the side
Engage & converse
e.g. Interactive cuisine
E d g e o f t h e W e d g e e x p e r i e n t i a l T o u r i s m !
G r o s M o r n e I n s t i t u t e f o r S u s t a i n a b l e T o u r i s m!! ! ! P a g e 1 / 4
Fiona Cuthbert, the
manager of the Bonne Bay
Marine Station attended a
previous edition of The
Edge of the Wedge
She has taken a number of
key ideas and applied them
speciﬁcally to program and
business development, in
partnership with other local
She shares a number of her
observations about the
changes she has
introduced, in this proﬁle.
i n n o v a t i o n s i n
m a r k e t i n g &
p r o g r a m m i n g
COLLABORATIVE MARKETING WORKS
The Bonne Bay Marine Station began a joint marketing
partnership with Bon Tours and Gros Morne Adventures
during the summer of 2007.
All three businesses have joined the new Western Destination Marketing Organization and we
placed a single full page ad with the DMO for the Norris point Waterfront as a whole. Why do
this? We printed the ad as an 11x17-inch poster to be placed at various locations in the Gros
Morne Area such as Parks visitor centres, Deer Lake Airport, provincial visitor centres,
restaurants, hotels, and local stores.
We also printed the ad as an 8.5x11inch page and added additional information on the reverse
side. The information included: what programs each of the partners offer on the waterfront,
times, dates, and prices. We also included the water taxi schedule. The sheets were placed in
plastic sleeves and were placed in the binders in hotel, cabin and B&B rooms in Rocky
Harbour and Norris Point.
Why did we do this?
•We are trying to market the Norris Point
Waterfront as a tourist destination for half day or
full day adventures. We designed the ad to
complement the community road signage erected in
2006. We used the town logo and tag line in the ad,
as well as images of people doing fun activities.
•By repeating the same design and images we
hoped people would say “hey I’ve seen these images
several times – let’s explore Norris Point”. I used the
image of the child holding the seastar as the front of
the stations rack card to keep the theme going.
•There are cost savings by forming marketing
•Reduces some of the “poster clutter” between
multiple businesses and trying to display them.
THE LITTLE REGION