1. Signature Experiences Collection™
Growing Momentum a Year Out of the Gates
Presented by Ernst Flach, Lesley Anderson, and Maureen Riley

2. What we’ll cover
• The present:
– SEC activation: The CTC’s Global platform
– Market focus: Japan
• The future
– The vision of SEC

3. Where We’ve Come From
(The “Why?” behind the SEC)

4. Ranking of the Most Reputable Countries in the World
Country RepTrak™ 2011 External G8 Scores
9

5. NO.
18
PLACE
VISITED

7. Travellers aren’t sure what they would do here….
Long Haul Pleasure Travellers (%)
100%
83%
Core Mkts
44%
20%
5% 2% 1%
Step 1: Step 2: Step 3: Step 4: Step 5: Step 6: Step 7:
Aware Dream Consider Movie Itinerary Arrange Purchase
Path to Purchase 2009

8. ….because they don’t know what Canada has to offer.

9. WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
TO
CONVERSION

10. add images from SEs

11. Signature Experiences
Collection
A commonly used inventory of
brand-aligned experiences that
convey the brand promise at all
touch points.

12. What is a Signature Experience?

13. Deliver on the brand promise

14. Sell an experience
INSERT PHOTO OF WICK

15. Meet the motivations of targeted
EQ travellers

16. Meet international demand

17. Inniskillin
Practice a high standard of marketing

18. The Benefits
• Industry
– More international demand for Canadian experiences
• Experience Supplier
– Better odds that their experience will be marketed
internationally
• Trade
– Help them sell more Canada product

19. 163 Collection members

20. How does CTC use the SEC?

21. FOUR KEY STAGES

22. ADVOCACY

23. Content Distribution across
Multiple Channels
Broadcast
MEDIA
Social Media
RELATIONS Bloggers
Personalities
Travel Media
LEVERAGING OUR BEST
INFLUENCERS THROUGH
ACTIVATING MEDIA RELATIONS

24. Playing with Social Media

25. In-market campaign executions - UK
BBC History Magazine &
Microsite – March 2012

26. Winter
Broadcast
Project

27. Luxury Travel Magazine – Destination Series
• 25,000 circulated in
Australia
• Features 104 Signature
Experiences

28. Media Story Ideas

29. CONSIDERATION
CONSIDERATION

30. LEVERAGE “BEACON” SEC
”
EXPERIENCES TO “HOOK” PEOPLE
”

31. BROADCAST – CN TOWER “EDGE WALK”

32. BROADCAST – NAHANNI RIVER

36. CREATING A VACATION MOVIE

37. KEEPEXPLORING.CA PRESENTS
TRAVELLER JOURNEYS

44. PURCHASE

46. Indirect Marketing (travel trade)
Trade & RTO launches
Trade media features
Co-op marketing with early trade adopters
Incentives
Familiarization trips

47. SEC Launch in the UK - March 29th
100-day countdown to the
centenary of the Calgary
Stampede

48. Travel Trade Promotion - UK

49. SEC Launch in Tokyo - January 25th

50. SEC Trade Website

51. Flat Sheets
Downloadable photo(s)
of the experience
Copy describing the
experience
Contact details for how
to get in touch with
member

52. SEC Launch in Seoul - March 23rd

53. Print brochure - Japan & South Korea
Canada Travel
Showcases Canada to front line staff
Info Brochure Distribution to Canadian receptives
Highlights SEC Experiences per province

54. SEC Trade Website –
www.canada.travel/trade

55. In-Market Activation Success
Japan

56. canada.jp/sec

57. SEC in Japan
SEC
media
trade
• incorporated into trade and media activities
• included in all tour operator brochures
• infused into social media activities

58. Brutus Magazine Beck’s Kennels

59. Brutus Magazine Beck’s Kennels

60. ism - Tour Operator Partnership
www.signature-experience.jp/

61. Going Forward

62. The SEC Development Process

63. What We’ve Learned
• Product and activity focus vs. experience
• Opportunity for better storytelling
• Product gaps exist
• Content and assets are critical
• Purchasability is key to market penetration

64. Focus for 2012
• Apply learning to program evaluation &
evolution
• Activate current members to create value
• Grow available content & accessibility
• Support in-market sales needs
• Intake Nov/Dec

65. What do we need from you?
For this program to be a success, we all need to be
aligned behind the Canada. Keep Exploring brand.
• Encourage and help suppliers to meet the SEC criteria;
• Think about the needs of international travellers;
• Remember that experience development requires
both marketing AND product development.

66. That means…..
Product
Development
ALIGNMENT Marketing

67. Beyond 2012
• Support market integration
• Facilitate new market access for members
• Build tools that support meeting the criteria
• Share knowledge & build community
• Encourage product development that aligns with
marketing needs
• Continuously evaluate & evolve

68. Thank You
www.canada.travel/RVC