1. November 21, 2013
Kejimkujik National Park and
National Historic Site, NS

2. 
Situational Analysis & Overview

DSWNA Overview

Visitor Satisfaction Survey Overview

Marketing Update & Overview

3. 
Review of statistics for Nova Scotia and our
region (Bay of Fundy & Annapolis Valley,
Yarmouth & Acadian Shores and South Shore)
◦
◦
◦
◦
◦
Nova Scotia Visitation
Entry Points
Visitor Information Centres
Southwest Nova Scotia Visitation
Rooms Sold (#)

4. 2013
101200
39600
87800
Atlantic Canada
Quebec
Ontario
306500
672800
Western Canada
US
Overseas
61500
Visitation to NS was 1,128,500

5. 800000
700000
600000
500000
400000
300000
200000
100000
0
2013
2012
2011

6. 900000
800000
700000
600000
500000
400000
300000
200000
100000
0
834000
395200
2013
Remained
on par
0
Digby
2012
2011
0
Yarmouth
Halifax
Amherst
International
Airport
**Digby entry point did not have
remunerators in 2013.

7. 80000
70000
60742
60000
50000
42900
40000
2013
30000
2012
20000
2011
10000
5750
0
Bay of Fundy &
Yarmouth &
South Shore
Annapolis Valley
Acadian Shores
Guest Book Signatures – 118,285

8. May – October 2013
12510
Atlantic Canada
44305
20578
Ontario
Quebec
Western Canada
13579
USA
18906
7226
Oveseas

9. 60000
50000
40000
30000
20000
2013
10000
2012
0
2011

10. 140000
120000
100000
80000
2013
60000
2012
40000
2011
20000
0
Bay of Fundy &
Yarmouth &
South Shore
Annapolis Valley Acadian Shores
*Please
note that not all properties reported their rooms nights sold
in 2013, which affects the overall numbers in the region

11. DSWNA 2013-2014
Update
On a path to grow tourism by 1%

12. 


Increase length of stay
Increase visitation
Increase visitor
economy

13. 1. Provide partnership opportunities for marketing
that are affordable, accessible and effective.
2. To unite tourism stakeholders within the region
on common goals.
3. Facilitate, coordinate and support product
development and enhancement within the region
4. There is pride and value for municipal and
members investment
5. Serving visitors for excellence

14. 







Industry /Members in region
Communities & Towns
Municipal Units (28)
Bay Ferries Limited
Quest (Nova Star)
TIANS/RTIAs/DMOs in NS
Nova Scotia Tourism Agency (NSTA)
Grassroot Organizations
◦
◦
◦
◦
◦
◦
◦
Yarmouth & Acadian Shores Tourism Association
Bluenose Coast
Annapolis Valley Chamber of Commerce
Shelburne County Tourism Association
Digby & Area Tourism Association
Region of Queens (Economic Development)
Boards of Trades/Chamber of Commerces

15. Stakeholders
Board of
Directors
Executive Director
(Jeanette Joudrey)
Marketing
Manager
(Monica MacNeil)
Marketing /Content
Committee(s)
Guide Task Force(s)
Executive
Assistant
(Patti Smith)
Membership/
Communications
Manager / Visitor
Services
(Ainsley Bartram)
Membership Committee
Visitor Services Task
Force
Communications
Committee

16. 






Marketing/Content
Membership
Communications
Visitor Services Task Force
Guides Task Force
Municipal
All committees are represented by industry,
board members and municipal units

17. 





Provincial research
Google Analytics (Website)
Visitor Satisfaction Survey
Visitor Information Centre Statistics
Operator Surveys (Self-Audits)
Partnership Updates/Reports

18. 





Increase Website Unique Visits by 2%
Decrease Website Bounce Rate by 2%
Increase Travel Club by 5%
Communicate with Travel Club at least 8
times/year
DSWNA in partnership will welcome Roger
Brooks to conduct assessments in the region
Enhance the Landing Page for meetings &
events – www.meetnovascotia.com

19. 







Increase facebook industry members by 10%
Host three (3) Industry Café in each region
Increase annual membership by 10%
Train staff to be a World Host Facilitator
New Industry Portal (Southwest Connections)
Develop a new newsletter template
Review and Update Municipal Investment
Program
Create consumer/visitor facebook page

20. Launched new website in late 2012
Results to date have been positive
April1October 31
Unique Visits
Pageviews
Bounce Rate
2013
57,149
283,722
46.02
2.57
2012
38,061
161,058
50.85
2.35
+50.15%
+76.16%
-9.51%
+11.59%
Difference
Duration

21. Top 5 Provinces





Nova Scotia
Ontario
Quebec
New Brunswick
Alberta
Top 5 Canadian Cities





Halifax
Bridgewater
Dartmouth
Toronto
Yarmouth
Top 5 US States





Massachusetts
New York
California
Florida
Texas
Top 5 US Cities





New York
Boston
Houston
Washington
Lincoln

22. 
Increase Travel Club by 5%
◦ 8,530 (increase of 4% to date)

Communicate with Travel Club (8 times/year)

23. Contact Information
Address, Phone,
Email, Website
(hyperlinked)
Social Icons with links
directly to page
(Facebook, Twitter,
Google, YouTube, etc
150-word
description
Google Map
Placement
(Longitude,
Latitude)

24. 
Southwest Connections
◦ New Industry Portal
◦ New industry newsletter
◦ Highlights
Save the Date
What’s the Buzz
News you need to know
Membership Information
Membership Sign up
using – PayPal (on-line)
 Research and Insights
 Marketing Information
 Features members






25. 
Change in the Industry
Portal, Southwest
Connections


Development of a new
industry newsletter/update
Features
◦ Highlights the three (3) regions
◦ Provides highlights with the
option to read more…
◦ Connects into the Southwest
Connections Industry Page
◦ Clear and easy to read and
navigate
◦ Visual pleasing

26. 
In partnership with Atlantic Canada
Opportunities Agency (ACOA) and
Nova Scotia Tourism Agency (NSTA),
DSWNA welcomed Roger Brooks to
conduct assessments in following:
◦ South Shore (Bluenose Coast and Queens &
Shelburne)
◦ Yarmouth & Acadian Shores
Other partners in the project were:
Bluenose Coast, Yarmouth & Acadian
Shores Tourism Association, Region of
Queens, Shelburne County Tourism
Association

27. 

Currently awaiting final assessment reports for each
region which will be circulated to all participants and
available on-line.
All sessions were video-taped and are available on-line
(YouTube Channel) www.youtube.com/user/southwestnstourism
◦ Bluenose Coast Re-Assessment - October 23, 2013
 Days Inn Bridgewater – 9am-12Noon
 78 participants to date
◦ Queens/Shelburne Counties Assessment - October 23, 2013
 White Point Beach Resort – 6-9pm
 70 participants to date
◦ Yarmouth & Acadian Shores Assessment - October 24, 2013
 Yarmouth Wesleyan Church – 8:30am-11:30am
 94 participants to date

28. 
Building on the success of the itineraries developed in
2012
Itineraries (Top 5) – increase of 54.44% over YTD
2012
Pageviews
Travel Ideas
2,221
Fred’s Hole
927
36 Hours – South Shore
780
Fish & Chip Tour
675
Foodie’s Guide
542

Developing 8 new road trip itineraries for the region (to be
launched in 2014)
◦ Two itineraries that connect all three regions
◦ Six regional itineraries

29. 
Meetings & Events
◦ www.meetnovascotia.com
 8 partners in region to date
 White Point Beach Resort,
Best Western Plus Liverpool, Best Western
Plus Bridgewater, Atlantica Hotel & Marina Oak Island,
Digby Pines Golf Resort & Spa, Annapolis Basin
Conference Centre, Rodd Grand Yarmouth and Old
Orchard Inn
 New copy was written for landing page, focusing on the 3
UNESCO World Heritage Sites in our region
 Enhanced Facilities Chart
 Presentation to the Meetings & Events - Atlantic Chapter
(Board of Directors)
 1,010 unique pageviews from mid-August-October

30. 
Packaging Workshops
◦ 17 participants - CBDC Shelburne, New Business unnamed ATV Tours,
Coopers Inn, Lockeport Landing, Lockeport Spa, Harmony Bazaar,
Town of Wolfville, Boxing Rock Brewery, Lunenburg Folk Harbour
Festival, Milford House, Wharf Rat Rally, MacKenzie Motel & Cottages,
Wildwood Motel
◦ Hosting another session in Wolfville area
◦ Worked with Rendez-Vous de la Baie

Self Audits (Industry) – September

Three Industry Cafes (Marketing Input)
◦ 60 participants provided feedback
◦ South Shore - September 24
 28 participants
◦ Bay of Fundy & Annapolis Valley – September 26
 10 participants
◦ Yarmouth & Acadian Shores – October 2
 30 participants

31. 
Develop a program to showcase all of our assets,
experiences, businesses; however not lose sight
of our priority to members
◦ A few features of the new membership program:
 Enhanced website listing with social media, maps, etc for
members;
 Preferred pricing on marketing opportunities,
 Distribution to VICs (brochures)
 Workshops, Networking Opportunities
 Access to industry updates (communications)
 Preferred pricing on conferences, workshops, etc
◦ $50.00 + HST (Annual Rate)

32. Membership by region
80
70
60
50
40
30
20
10
0
67
54
14
2
Bay of
Yarmouth &
South
Fundy &
Acadian
Shore
Annapolis
Shores
Valley
Other
Membership by
region

33. 
Formula based program
◦ Uniform Assessment and Population

New for 2013
◦ Municipal Units that invest into Destination Southwest
Nova Association - the not for profits in the unit will
receive a membership with all of the benefits
◦ Currently updating the website now with the confirmed
municipal investment participants and the not-forprofits


Reviewing program for 2014 and beyond
Establishing a Municipal Committee for input into
development of enhance program

34. 

Create a consumer/visitor facebook page
highlighting the region
Working on Trip Advisor Regional Pages
Facebook/Twitter
Likes/Followers to date –
end of October
Facebook (Industry)
543
Facebook (Visitors)
136
Twitter (Industry)
345
Twitter (Visitors)
267
Pintrest
51

35. 




Assist in the co-management of 25 VICs in region
(Chester – Windsor)
+ 2 Provincial Centres in our region (Yarmouth &
Digby)
Hosted training – Product Knowledge, WorldHost,
Service 1st and CPR/First Aid – over 30 participants
Patti Smith is trained as World Host Facilitator in
region
What’s Happening Now Program
◦ Circulated weekly to VICs in NS and industry in our region
◦ Encourage/awareness of what is happening around the
region to provide the information to visitors
◦ Links to Festivals/Events Page on website

36. 
Strategic Approach to Visitor Servicing in the
region
◦ Developed a Tiered Investment Formula for 2013







Occupancy (avg 3 years)
Visitors counselled (avg 3 years)
Investment into Tourism (Sponsoring Units)
Months of Operation
Quality Standards Program
Proximity to Provincial VIC
Agreement fulfilled previous year
◦ Conducted mystery shops in 2013
 7 out of 25 VICs exceeded expectations
 10 out of 25 VICs met expectations
 8 out of 25 VICs needs improvements
Task Team is working on a strategy for 2014 for the region
along with the NSTA and other RTIAs/DMOs.

37. VIC
Exceeds
Expectations
Windsor
Wolfville
Meets Expectations
Needs Improvement


Hantsport

Kentville

Kingston

Berwick

Bridgetown

Middleton

Bear River

Annapolis Royal
Digby


Tiverton

Weymouth
Clare


Yarmouth

Clark’s Harbour
Barrington


Shelburne

Lockeport

Liverpool

Caledonia

Blockhouse

Lunenburg

Mahone Bay

Chester


38. 
Completed the Visitor
Satisfaction Survey for
Visitors to our region
◦ Bi-Lingual Survey
◦ In partnership with
Yarmouth & Acadian
Shores Tourism
Association
◦ Available in all VICs and
member properties in the
region
◦ 469 responses received

39. • Why: Measure visitor satisfaction, assess
alignment with target markets and
direction of marketing strategy
• Who: Visitors stopping at VIC’s and
some member establishments were given
post cards with survey url on it (offered in
English & French)
• How Many: 469 respondents
• Time Frame: between May and October
2013

40. Visitors Satisfaction Survey
Results
Country of Origin
Canada
United States
3%
13%
84
%
Over seas

41. Province/State/Region of Origin
Western Canada
NS
rest of Altantic Canada
Quebec
Ontario
US
Over seas
3%
13%
23%
7%
19%
29%
6%

42. Transportation
Airport
31%
62%
Princess of
7%
Acadia

43. How many people per group
4%
13%
by myself
27%
2
3-6 people
7+
56%

44. Party Make Up
Just Two of Us
13%
Vacation with
8%
friends
52%
16%
Family
vacation
11%
Multigenerational

45. Reason for Visiting
2%
Vacation
11%
Vacation
Package
24%
58%
4%
Festival / Event
Visiting friends
1%
& Family

46. Where else will you be visiting?
Halifax
Cape Breton
NB
PEI
US
Just here and then back home
Other places in NS
Other
7%
12%
22%
14%
30%
9%
1%
5%

47. 2%
What other regions?
54%
71%
BFAV
SS
YAS
Unsure
64%

48. Trip planning tools
novascotia.com
21%
43%
26%
6%
7%
9%
novascotiabackyard.c
om
yarmouthandacaidan
shores.com
20%
45%
17%
21% 19%
D&D
BFAV Do & Dream
guide
* People may select more than one checkbox, so percentages may
add up to more than 100%

49. 7%
Tools used while travelling
30%
4%
Mobile Device
53%
Doers & Dreamers
Regional Guides
23%
47%
53%
NS Map
Community Map
VIC
23%
63%
17%
Tablet
Laptop
* People may select more than one checkbox, so percentages may
add up to more than 100%

50. Experience enjoyed the most
11%
Beaches & Seacoast
10%
37%
Food & Wine
Cities & Towns
Culture
19%
Outdoor Adventure
13%
10%
History

51. 

Relate very closely to the 2010 Provincial Exit
survey
Evidence to support targets markets and
marketing strategy

53. Novascotiabackyard.com
April 1,2012- October 31,
2013
Unique Visitors-57,149 vs
38,061 over 50%
Marketing Opportunities
1387 Travel Trade list
15 Marketing Opps

54. 
Nova Scotia
Primarily HRM

New Brunswick
Primarily Saint John and Moncton

Non-resident Visitors
Travelling in Nova Scotia

Eastern USA, Ontario, Quebec, Western
Canada
In partnership with NSTA

55. 






Optimyz Jan 2013
Atlantic Motorcycle & RV Show Feb 2013
Ottawa Vacation Show Mar 2013
AAA Travel Show MA Mar 2013
Sports & RV Show Mar 2013
Saltscapes Expo Apr 2013
Incentive Works Aug 2013 Toronto

56. Summer Vacation Guide
NB Golf Guide
NB Telegraph Journal Bundle
Chronicle Herald

57. 
Saltscapes Food & Travel
250,000 copies, 8 partners

Summerscapes
399,500 copies, 8 partners

Saltscapes Sep/Oct
408,000 readers, 4 partners*

Winterscapes
325,000 copies

58. 


Allnovascotia.com-awareness ads
Novascotiawebcams
Herald.ca

59. 



Bay Ferries Maritime Saver Free
Concierge Experience Program & Information
POA- Photo Booth Car Road Trips
Regional Guides 2014

60. AVCC
YASTA
Bluenose Coast
Bay Ferries Ultimate Road Trip
Central Nova Tourism Association
Discover Saint John

61. 

Postcards/Business Cards
Digital Ads Repurposed

62. 



Bloggers Catherine Lefebvre, Huffington Post
Meeting & Event Planners Tour
Meeting Planners International MPI Atlantic
24 International Tour Operators South Shore

63. 
NSTA focus on Quebec and Ontario markets

Road Trips, Trade Shows & Social Media







DSWNA focus on aligning with NSTA
Messaging in market audience top of mind
Experiences Outdoor/ Culinary/ Culture
Partnership with NSTA (CTV)
Fisheries of the Atlantic, Lunenburg
Killiam’s Wharf, Yarmouth
Historic Gardens, Annapolis Royal

64. Call to action on the majority of marketing
initiatives
www.novascotiabackyard.com




Unique Visitors 57,149 vs 38,061 (50.15)
Page views 283,722 vs 161,058 (76.15)
Average visit duration 2.57 vs 2.35 (11.59%)
Bounce rate 46.02% vs 50.85% (9.51%)
(April 1-Oct 31, 2013 vs same 2012)

65. Top 5 Referrals
 Novascotia.com
 Fundyfun.com
 Ferries.ca
 Halifax.ca
 Novascotiawebcams.com

Number 6 is Facebook.com

66. Top 5 Pages





Festivals & Events
Homepage
Things to See & Do
Explore the South Shore
Where to Stay
Number 6 is Explore our Regions

67. Top 5’s
Canada
- NS, ON, QC, NB, AL
United States
- MA, NY, CA, FL, TX
Itineraries: 1654 unique page views
Meetings & Events: 999 unique page views
UNESCO: 675 unique views

68. 







Social Media
Facebook Industry 543
Twitter Industry 345
Facebook Nova Scotia Backyard 136
Twitter Nova Scotia Backyard 267
Pinterest 51 followers
Blog Nova Scotia’s Backyard update monthly
Youtube
Trip Advisor page approvals- yet to be
utilized

69. 
Novascotiabackyard.com

Regional focus

Connecting Regions with loops

70. 



Lead with Experiences
Outdoor
Culinary/Wine
Culture

71. 








NSTA
YASTA
AVCC
Nova Star Cruises
Bay Ferries
Discover Saint John
Discover Portland
Bay of Fundy Tourism
Central Nova Tourism Association

72. 






January 2013-October 31st Marketing Opps
Contingent on member/industry buy in
Combine print/digital offers
Look to more online opportunities
Use of Social Media and links
Mobile Website
Bilingual

73. 







Focus Campaigns Regionally
Promote our loops
8 new Road Trip itineraries
Creative Heavy with Images & Video
Less Text
Website Images Video, Less Text
Leverage Social Media Members
Mobile

74. Magazines

Saltscapes Food & Travel
250,000 copies



Summerscapes-package advertisements
Winterscapes-package advertisements
Greater Halifax Visitors Guide
185,000 copies

75. Newspaper
New Brunswick Bundle Telegraph/Here
Saint John & Provincial Editions
Focusing on Regional Pages
100,000 readers
Chronicle Herald
Provincial Distribution
Focusing on Regional Pages
297,100 readers

77. Newspapers
Boston Globe
Boston Herald
In partnership with NSTA and industry

78. Trip Advisor
Facebook.ca
Google Adwords
Novascotiawebcams.com
Allnovascotia.com
Herald.ca
Boston.com

79. Trade Shows
Optimyz Health Expo
Moncton Motorcycle Show
Saltscapes Expo (2 possible)
Ottawa Vacation Show
AAA Travel Market Place
Atlantic Outdoor & RV Show

80. -Bay Ferries on board program
-Nova Star Cruises
-Discover Saint John
-Discover Portland
-Concierge Saint John/Portland/Halifax
-Seaport Market
-Travel Media
-Regional Guides

81. SW Connections
 Facebook
Industry & Visitor
 Twitter
Industry & Visitor

82. What can you do?
Join us through SW Connections keep updated
Follow or like us on Twitter and Facebook
Share
Check Trip Advisor




Are you ready?
Roger Brooks videos are on our Youtube
One opportunity to make a first impression

83. 





Boston Christmas Tree @TreeforBoston
https://www.facebook.com/TreeForBoston
Leverage every social channel
Like, share, support
December 5th Christmas Tree Lighting
The celebration title sponsor the Province of Nova
Scotia, lead sponsor TripAdvisor’s
tripadvisor.com/careers.
Additional support is provided by WCVB-TV Channel
5, Magic 106.7 FM, the Boston Herald, and the Boston
Globe.

84. Destination Southwest Nova exists so that
tourism is a viable and sustainable industry in
Southwest Nova Scotia.



Swconnections.com
Novascotiabackyard.com
Destination Southwest Nova Association