This document outlines Tourism PEI's tourism plan for 2010. It provides an overview of 2009 results, including declines in US visitation but growth in the Canadian market. Key strategies for 2010 include focusing on culinary tourism through a 5-year culinary alliance strategy, investing in cultural products during soft periods, and improving communications. Departmental objectives include addressing soft periods and adhering to branding discipline. The "Year of Culinary" initiative is highlighted, along with divisional plans for customer relationship management, marketing, and strategy/industry investment. Regional product development and investment are also discussed.
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78. 2010 Direction Culinary – Launch of a Five Year Strategy Cultural Investment in Soft Periods Convention Centre and Queen’s Wharf District Continued Focus on Golf Integrated Tourism Solution – roll out Communications
90. 2010 Departmental Objectives 2. Adhere to the discipline required to build a brand in the appropriate markets. 3. Expand participation and awareness of our tourism product. 4. Ensure that our investment addresses the desires of our key markets 5. Improved communications with industry. 40
91. Kevin Murphy, Tourism Advisory Council Chair and Sebastian Manago, Director of CRM and Sales 2010: Year of Culinary
93. PEI Culinary Alliance Mission To facilitate the development of innovative food industry partnerships, culinary experiences and promotional programs that serve as a catalyst for: Increased tourism visitations to Prince Edward Island Increased consumption of rural PEI food products on-Island Increased export sales of rural PEI food products
94.
95.
96. Initiatives Culinary website Integrating all content around PEI food experiences in one space Michael Smith participation Integration of programs between Tourism and Buy PEI Marketing readiness program for non-traditional sectors Participate and enhance our brand in food shows Boston Seafood Show, Royal Winter Fair, NYC Food and Wine Show, Vancouver Eats
97. Initiatives Expansion of Michael Smith’s role Culinary ambassador of PEI including broadcast, media outreach, food launches, etc. Festival Express Bring PEI to key markets in an integrated approach Integrate restaurant and retail promotions with culture, tourism and culinary. Chef’s Summit Key influencers Professional development
98. 2 Year Outlook Further build export markets based on the big 4 Lobster, Mussels, Oysters, Potatoes in combination with tourism Build key distribution partnerships Franchises, Regions Build the Artisanal food producer base Cheese makers, distillers, wineries etc. in rural PEI Expand/build Fall Flavours beyond regional festival Increase traffic and bums in beds
103. 2009 Launch of the central customer database 800,000 and growing Newsletter Drastic increase from 70,000 to 400,000 recipients Central Reservation System 200 operators 3,100 bookings 7,300 room nights Over $1 million in sales
104. Sales (The Sales Funnel since May) Unique visitors to www.tourismpei.com
105. CRM plan for 2010 Create script for customer interaction Create e-mail conversation Track Visitor Guides Delay the commission one more year The $50 fixed fee will be extended for one more year
116. DIVISION RESPONSIBILITIES Product Development Industry Investment Product Investment Industry / Partner Relations Regulatory Affairs Public Policy Strategy Development Evaluation and Accountability Research
117. Strategic Development Initiatives OBJECTIVE to create and drive demand through investment …to create that compelling reason to visit Prince Edward Island
122. Build on existing elements such as Cavendish Beach Music Festival and the Festival of Lights and work with Summerside to establish icon / anchor event.
123.
124. Strategic Investment Fund Golf PEI, MCIT, Cruise Ships, Festival and Events PEI, Fall Flavours, Cavendish Music Festival PRINCIPLES Facilitate tourism growth by investing in initiatives that match research based expectations of our target markets. Invest in primary motivators and those initiatives that promote sales / marketing and quality assurance efforts. Invest in activities that are provincial in scope and match the priorities set by government and industry.
125. Innovation Fund Jazz and Blues Festival, Shellfish Festival, Couples Golf, Island Marathon, College of Piping PRINCIPLES Invest in proposals that relate directly to the development and enhancement of products identified in the TAC - Tourism Strategy for Competitiveness. Application driven fund to invest in initiatives developed by tourism non profits and tourism sector organizations. The goal is to strengthen Prince Edward Island’s appeal as a destination.
126. Industry Investment Fund Changes Multi-year contracts Greater focus on non-resident market penetration Participant lists (where possible) for CRM. Exit clause (where appropriate). Establish Review Committee (where appropriate) Greater focus on increasing the Return on Investment.
128. Regional Product Development Fund Island East, Cavendish Beaches Dunes Shore, Charlottetown, South Shore, Summerside, Western PRINCIPLES Focus on initiatives that support the Department and TAC Strategy and strengthen regional tourism.
129. Regional Foundation Fund Support for Cavendish, St. Peters, Summerside and Charlottetown…Destination Centres Support for Foundation (business plans, professional development) South Shore, Western and Kensington PRINCIPLES To support management and operations of destination centres To support research, planning and product development
130. Regional Tourism AssociationsNew Initiatives - Comprehensive Review Examine partnership model. Establish the most effective and efficient roles and funding for RTA’s, DMO’s and stakeholder groups. Establish “role clarity” and “funding certainty”. Review of funding model. Build consensus. Create a model for province-wide support of vertical activities
131. Research Plan 2010-11Key Areas of Focus Customer Relationship Management Establish consumer profiles Integrate sales and marketing opportunities Assist with closing the sale. Marketing Evaluation (by market and campaign) Awareness testing Conversion – measuring campaign effectiveness TRC – Ongoing Panel Research Continue with foundation elements to estimate volume, value, and business case
133. 2010 MARKETING HIGHLIGHTS Remain Brand Focused / Product Driven in some markets / Sales-Oriented with strong CTA Targeted marketing initiatives for Golf and Culinary Proactive PR and Media Relations Activities More Focus on Social Media and Internet; Less on Television Incorporation of Experiential Tourism Products More Prominence to Festival & Events Islanders/VFRs as Ambassadors
134. VERTICALS GOLF Golf Channel opportunities Nike partnership CULINARY Culinary Alliance initiatives (i.e.- co-marketing Potato Board contest, Culinary Trail) Food Ambassador Chef Michael Smith PR through Festival Express Promotion of culinary experiential tourism products and freshness of food from land and sea (through various media) CULTURE Development stage – creating the platform
135. PR – MEDIA FOCUS Pro-active approaches to media; matching requests with Tourism PEI strategy Better tracking of media stories published and their associated value Press kits to be developed Copy writing/editing of PEI stories and highlights for various publications Festival Express– taking PEI to prospective visitors generating media and consumer interest
136. TELEVISION Reduce spend from $900,000 to $200,000 (Quebec only) Reduce production cost by utilizing existing footage in the development of creative. Creative to evoke emotion with focus on landscape, scenery, people and iconic products. Phasing out of television and looking at broadcast opportunities. Explore other avenues such as airlines, cinema and broadcast on web.
137. SOCIAL MEDIA Twitter – tweets will be coming directly from PEI as opposed to current setup through Grey More videos on You Tube and on our own website made possible through National Assets Program and other video footage. Work with industry to increase presence of Prince Edward Island tourism products on social media sites (i.e. – coop support of video project for our site, operator site and You Tube). Revamp website
138. FESTIVALS & EVENTS Visitor Guide Task Force Top reasons to get a guide include festivals and events Currently the weakest section of our Visitor Guide Transition year…. keeping listings but producing a separate F&E brochure 76
The marketing strategy is designed to help us meet the overall Tourism PEI objectives (X% increase in overnight stays; X% increase in Quebec visitation)Add web redesign (especially for F&E….and also Travel Trade where tour operators are becoming more web-oriented)
We are in the fortunate position of having more requests for media visits than we can handle. This has made us become too reactive to media calls and visit requests.Professionalize Public and Media Relations!The current FAM coordinator position will become a year-round position with additional focus on the activities listed on this slide.In addition, we will contract out a media relations coordinator (with dedicated skillset)Festival Express (goes beyond tourism….geneology, culinary, culture, etc). Examples: Bring Beach to downtown Montreal – fishing boat on Rideau Canal with Michael Smith and ceilidh.
Existing footage – speak to Brand Essence video and National Assets Program by CTC
Website – more focus on F&E and Travel Trade
Fortunate to have ‘tons’ of information…..just need to better organize!