Sec year in review 2012 en
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The document provides an overview of the Signature Experiences Collection (SEC) program in 2012. It outlines key priorities and strategies which included program management, growing content, channel integration, and outreach. Metrics are provided on SEC integration in various markets like the UK, France, Germany, Australia, and more. Marketing executions included global platform assets, media relations, social media contests, and in-market activities.
Sec year in review 2012 en
- 1. Signature Experiences Collection Year in Review – 2012 In-Market Uses & Examples of SEC
- 2. 2012 Priorities & Key Strategies 1. Program Management: I. Create member value & enhance program reputation – Member updates webexes in Q1 – Member update newsletters in Q2 & Q3 – New member webexes & welcome kit distribution – Individualized emails related to marketing, media & sales successes – Year-in-Review webex & presentation deck – Luxury Travel Guide distribution II. Evaluate & improve the SEC program ‒ Completed SEC program evaluation & review ‒ Updated program framework
- 3. 2012 Priorities & Key Strategies 2. Content: I. Grow the content available to promote experiences – Completed branded copy for all 163 experiences – Translated targeted copy for various markets – 117 experiences featured on consumer website – 46 SEC members captured in photo shoots – New experience selection process to prioritize asset development – Experience statements for trade in production II. Improve content access for stakeholders ‒ All new imagery content uploaded to BCL ‒ Content packets for trade in creation (experience statement, image, business description) to be uploaded to Brand Canada Library
- 4. 2012 Priorities & Key Strategies 3. Channel Integration: I. Introduced SEC to trade in-market ‒ Hosted SEC market launch events in: Japan UK, France & Germany Australia Mexico South Korea Receptive tour operators (CITAP) RVC II. Strengthen integration through direct & indirect channels ‒ Marketing integration through asset development ‒ Media integration through story ideas & media fams ‒ In-market sales through receptive tariff brochures, trade fams & individual market activities
- 5. 2012 Priorities & Key Strategies 4. Outreach: I. Increase the breadth & depth of tools that support brand alignment ‒ 12 new SEC case studies ‒ Video training vignettes to support sales & media alignment activities (CMM, GoMedia, RVC) ‒ SEC training program module development II. Improve access to brand-related training resources ‒ Reviewed & updated industry tools section of corporate website ‒ Uploaded all new video materials to CTC’s YouTube page ‒ Updated EQ Profile sheets ‒ Currently updating EQ toolkit for SMEs ‒ Experiential Product Development & Marketing workshops delivered at key tourism conferences ‒ Delivered 30 SEC training program workshops throughout Canada
- 6. SEC Integration by the Numbers Market Trade Media/Social Media Consumer # of Members UK 23 25 3 114 France 23 12 2 51 Germany 14 4 81 Australia 7 8 123 S. Korea 2 1 35 Japan 2 1 46 China 2 1 4 163 Mexico 1 1 31 Brazil 4 1 11 India 1 3 Vancouver 4 10 2 121 RTO effort 4 109
- 7. Marketing – Global Platform • Global Platform assets are used in markets where CTC does consumer-direct activity • UK, Germany, Australia, France, Mexico, Brazil, South Korea, China Broadcast Print Online Consumer web call to action
- 8. BROADCAST AD – NAHANNI RIVER
- 9. BROADCAST AD – CN TOWER
- 10. PRINT CREATIVE
- 14. GMP calls to action drive to www.keepexploring.ca A variety of trip itineraries are showcased – into 2013 will feature 46 Signature Experiences that were captured in 2012 photo shoots Gallery pages and trip itineraries hyperlink to detailed SEC pages on www.canada.travel
- 15. 114 Signature Experiences currently featured in experience detail pages on www.canada.travel Detail pages include off links to the individual SEC member home page, as well as PMO/DMO websites New consumer website launching in early 2013 will feature all 163 Signature Experiences
- 16. Media Relations & Global Comms • Global Communications looks to SEC as a priority inventory when pitching media stories, fams & partnerships Media story ideas Insider blog Fam trips Broadcast Social media Opportunistic
- 17. CTC Mediacentre – www.media.canada.travel 14 stories to date covering: Alexander Keith’s Brewery Blackfoot Crossing H.P. Boreale Biking Dinosaur Provincial Park Echo Valley Ranch Ganonoque Boat Lines Gatherall’s Great Divide Nature Interp. King’s Landing Historical Settlement La Reata Ranch Lazy Bear Lodge New France Festival Ocean Quest Overlander Trekking & Tours Royal Tyrell Museum Snowy Owl Dog Sled Tours Sturgeon River Ranch
- 18. Cross-Canada Blogger Fam – Sep. 2012 Harvest Jazz & Blues Fest Hopewell Rocks CN Tower La Reata Ranch Kananaskis Heli-Tours
- 19. Vibrant City Media Fam – Oct. 2012 Media fam to expose Niagara Falls and Toronto around Toronto Fashion Week. Invited Japanese, Chinese, Indian and French journalists to promote Signature Experiences in Toronto and Niagara Falls.
- 21. In-Market Integration - UK • Trade launch event • Consumer Campaigns • Trade media coverage • Consumer media coverage • Radio exposure
- 22. SEC Launch in the UK - March 29th 100-day countdown to the centenary of the Calgary Stampede
- 23. In-market media executions - UK BBC History Magazine & Microsite – March 2012
- 24. Travel Trade Promotion - UK Feature story launching the SEC to UK travel trade • Canada cover Jan. 2012 • Featured 10 SE’s in editorial
- 25. Selling Canada travel trade training publication
- 26. In-Market Integration - Germany • ITB • Canada Specialist Agent fams – BC – AB – SK – NL/NS • Trade brochures • Marketing competition
- 27. DER Tour brochures featuring SEC & trade marketing competition
- 28. Germany travel trade mailing & trade fams Trade fams included: BC – Edible Canada, Capilano Suspension Bridge, Grouse Mountain, Rockwood Adventures, Sonora Resort AB – Calgary Stampede, Banff Hot Springs, Royal Tyrell Museum, Fairmont Hotels SK – La Reata Ranch, RCMP Heritage Centre, Sturgeon River Ranch NS/NL – Shubenacadie Tidal Bore Rafting, Freewheeling Adventures, Ocean Quest Tours
- 29. In-Market Integration - Australia • Corroboree • SEC roadshow • Luxury Travel Magazine Travel Guide • Canada Specialist newsletter feature Stories & CSP agent mega-fam • 70 media visits • Guru 1-hr TV show on Canada – 700K audience
- 30. SEC Roadshow & Collateral Featured 50 SE’s in the Australia market
- 31. Luxury Travel Magazine – Destination Series This table-top style book features 115 SEC Members in photography, editorial • 25,000 circulated in copy and/or a listing. The book is Australia published by Luxury Travel Magazine, a key media account for the CTC in • Features 115 Signature Australia. The book is purchasable Experiences through select bookstores throughout Australia. Canada was the Magazine’s first feature destination guide.
- 32. • Searching for the Spirit Bear • Story Title: Searching for the Spirit Bear • Trevor and Kim visit the Great Bear Rainforest, the largest intake temperate rainforest in the world. It is home to black bears, grizzly bears and the endangered spirit bear. • Finding the Spirit Bear • •The spirit bear is one of the most unique animals in the world. Their white coat is the result of a recessive gene that occurs in only one in every 10 black bears. It is believed that there are as few as 120 left in the wild today. • •When Kim and Trevor went to Spirit Bear Lodge to search for this elusive bear, there was trepidation that they would actually see one in the wild. A National Geographic team had just left the lodge after five weeks there and had not once seen the bear, however luck was on the Explore team’s side; when they first arrived in the rainforest they saw a black bear and a spirit bear fighting! Unfortunately, the fight was over before the camera could be switched on and it was a further two day wait in the rain before their luck struck twice and they saw the female spirit bear having a salmon lunch. • •Viewing the spirit bear has been voted in the top ten of wilderness experiences to have in the world. But it’s not just seeing the bear, it’s being introduced into the culture of the Kitasoo/Xai’xais First Nation people and staying at the amazing Spirit Bear Lodge that truly make this journey a once in a lifetime experience. • Contact • Spirit Bear Lodge • www.spiritbear.com
- 33. In-Market Integration - Japan • Trade launch event • Travel trade feature sheets • Trade/media integrated marketing activities • Travel trade website
- 34. SEC in Japan SEC media trade • incorporated into trade and media activities • included in all tour operator brochures • infused into social media activities
- 35. SEC Launch in Tokyo - January 25th SEC Integration Sample for Trade Development CTC Japan Webpages for SEC This a sample one of 40+ webpages found on the CTC-Japan web portal for trade partners
- 36. Flat Sheets Downloadable photo(s) of the experience Copy describing the experience Contact details for how to get in touch with member
- 38. Brutus Magazine Beck’s Kennels
- 39. Brutus Magazine Beck’s Kennels
- 40. ism - Tour Operator Partnership www.signature-experience.jp/
- 41. In-Market Integration – Korea & China • Trade launch event • Consumer advertising • Broadcast media coverage • Trade publications
- 42. SEC Launch in Seoul - March 23rd
- 43. In-market campaign executions – Korea
- 44. Winter Broadcast Project • National TV (terrestrial) • Feb. 10-17 • 2 series of 13-15 min • expected ad value: $1mil- 1.2mil • Featured Quebec City (Carnaval) & Montreal
- 45. Print brochure - Japan & South Korea Canada Travel Showcases Canada to front line staff Info Brochure Distribution to receptive operators Highlights SEC Experiences per province
- 46. Canada Travel Guide - China
- 47. In-Market Integration - Mexico • Trade launch event • Consumer Campaigns • Trade promotion
- 49. Mexico trade promotion brochure
- 50. In-Market Integration - RTOs • Tariff book features • Co-op marketing • Channel mapping
- 51. Tariff Book Feature Pages & Promotion SEC was featured in Canada’s 4 key receptive tour operator tariff books
- 52. Tariff Book Feature Pages & Promotion Tariff book featured every ready SE contracting with JAC
- 53. Tariff Book Feature Pages & Promotion
- 54. Vancouver-based Activities • Trade web pages • SEC case studies • CTC News stories • CTC Showcases - Discovery Zone map • Ambassador event for key travel trade accounts
- 55. SEC Trade Website – www.canada.travel/trade
- 56. 1. Arctic Range 2. Barkerville 3. Cape Race 4. Edible Canada 5. Great Divide Nature Interpretation 6. Great Spirit Circle Trail 7. Harvest Jazz & Blues Festival 8. Heartland Tours 9. Heritage Park Historical Village 10. Inniskillin 11. Les Jardins des Glaciers 12. Vincor – Great Estates of the Okanagan
- 57. CTC News Stories – canada.travel/SEC Published to date: 1. Royal Canadian Mounted Police Heritage Centre 2. Frontiers North Adventures 3. Shediac Bay Cruises 4. Halifax Citadel 5. EdgeWalk at the CN Tower 6. Hôtel de Glace 7. Adventure Canada 8. Rockwood Adventures 9. Beck’s Kennels 10. Canadian River Expeditions/Nahanni River Adventures 11. Icefield Helicopter Tours and Kananaskis Heli Tours 12. Experience PEI 13. Iceberg Quest 14. The Hermetic Code Tour in Winnipeg, MB 15. Heartland International Travel & Tours 16. Ecotours-BC 17. L’Hôtel-Musée Premières Nations 18. Yamnuska Mountain Adventures 19. Celtic Colours International Festival 20. Northern Edge Algonquin 21. Tranquility Cove Adventures 22. Northern Tales Travel Services Inc 23. Arctic Kingdom Polar Expeditions 24. Gatherall’s Puffin & Whale Watch 25. Historic Reesor Ranch 26. Yellow Dog Lodge 27. Kings Landing Historical Settlement
- 58. 2012 CTC Ambassador Program with Canadian Mountain Holidays July 9-12, 2012 Western Canada’s Rocky Mountains: Banff and the Bugaboos
- 61. CTC Showcases – Interactive Map • Interactive map with online, accessible SEC content • Featured in CTC’s Discovery Zone at RVC & other key tradeshows • Showcased 62 Signature Experiences
- 65. That’s a wrap! Questions or Comments?