2012 - Destination Cape Breton Association

Report
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Update on 2012 Visitor Services Goals
Update on 2012 Product Development Goals
Update on 2012 Marketing Goals
Overview of 2013 Marketing Goals
• Consultant to be hired and go forward plan developed
• awaiting final review 2012 season and findings
• Increase the number of visitors to our VICs by 10%
• 18% increase achieved
• Conduct one Industry and one Travel Counsellor Fam Tour.
• VIC Familiarization Tour – 27 operators provided insight to our 22
participants on what visitors will see and do in Cape Breton 2012.
• For the first time we used a bus for the FAM tour and were able to use drive
time by having operators and product groups do presentations on the bus
while we travelled.
• Core VIC staff participation in Storytelling Workshop
• Completed.
• Core VIC staff given additional technology training
• Completed
• Collect data on what collateral our visitors want and use
• See next slide for details
• Marketing and Visitor Services developed online fulfillment
package to meet enquiries year round
• Completed
• Conducted one industry professional development sessions to
reinforce a tourism culture in Cape Breton
• Completed, Inverness Service Industry Initiative
• Visitors want the following data and collateral:
• Provincial and Regional Travel Guides and Maps (Doers and Dreamers,
Festivals and Events, Cape Breton Travel Guide)
• Internal calendar of events printout very useful to the visitor
• Brochures based on key travel motivators (Motorcycle Guide, outdoor
activities, local walking maps, artisan map, hiking trails, Taste of NS Guide)
• Staff frequently print maps from Google maps to satisfy demand/requests for local
street maps
• Major Attractions
• Fortress of Louisbourg, Alexander Graham Bell Museum, Miner’s Museum, Cape
Breton Highland’s National Park, etc.
• Other Destinations
• Halifax, South Shore, Fundy Shore, NFLD, NB, & PE
• Ferry schedules
• Decrease in the use of traditional rack cards
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Exit surveys being conducted – see next slide for results
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Social media training with staff has been completed
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Training done on creating Personal Brochures on cbisland.com itinerary builder tool
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Partnership with CB Highlands National Park in Ingonish being explored to operate under
the DCBA/Provincial umbrella for 2013
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Continued partnership with Cruise Ship Information Kiosk with Golden K
• Total Cruise ship passengers landed in 2012 - 86,662
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42 Festivals provided assistance through the Provincial Festival and Event Marketing
Assistance program
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Lure text updates for Doers and Dreamers
• QR codes and survey info provided to visitors by
VIC staff
• 2012 Survey timeframe August 25 – October 15
• 30 surveys received 2012
• Process just completed end of season
• The survey platform is now complete and will be
available for the full 2013 season
Visitors
Change from 2011
Baddeck
22,050
+6.8%
Cheticamp
14,407
-10%
Inverness
5,817
+35%
Louisbourg
6,575
-5%
Margaree
7,256
+5.4%
St.Peter’s
13,674
-1.5%
Sydney
19,291
+26%
Halifax
YTD TOTAL
9808
98,878
+18%
% of visitors
Nova Scotia 14.5%
Other Atlantic 7.8%
Ontario 21.7%
Quebec 14%
Western Canada 13%
United Staes 18%
International 11%
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Nova Scotia
Other Atl. Canada
Ontario
Quebec
Western Canada
United States
International
14%
2%
28%
7%
13%
21%
14%
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Work one-on-one with 15-20 operators who have undergone a ’12 essentials’
assessment to help them identify their experience’s strengths and weaknesses.
Support their efforts in enhancing their existing product offering.
Deliver 5 industry workshops on topics such as experiential tourism and
packaging.
Increase the number of partners who participate in training and educational
opportunities by 50% (Edge of the Wedge, GMIST, best practices missions and
market readiness programs), and ensure that all opportunities are promoted
through www.dcba-info.com.
Increase the number of purchasable market-ready experiences on
novascotia.com, cbisland.com and in print collateral by 30. By delivering
workshops and providing tourism advice to private sector partners, we will
aggressively work with partners to create purchasable experiences in support of
our core experiences / travel motivators.
In addition to working to develop and enhance product for the tourist coming
“today,” DCBA also plays a role in ensuring that infrastructure growth is ongoing
Island wide through participation with Island wide organizations which include
the Port Authority, McCurdy Airport, Sydney and Area Chamber of Commerce,
and Cape Breton Partnership as examples.
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Support 20 operators to participate in Tourism Technology, a website enhancement
program delivered in partnership between the Tourism Atlantic branch of ACOA
and the Atlantic Provincial tourism industry associations.
Opportunity Assessment of the Tourism Product in designated areas by
Roger Brooks
In order to ensure that we have the proper in-house capacity to deliver
product development initiatives, the hiring of consultants may be deemed
necessary, in addition to mentorship with the province.
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Deliver the Strategic Tourism Expansion Program (STEP) for two communities.
STEP is designed to close the gap in tourism communities by assisting
communities in becoming sustainable tourism destinations and accelerating the
exposure of experiential tourism techniques and formulas to a wider audience of
tourism entrepreneurs and influencers.
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Offer the Accelerated Market Readiness Program (AMR) to operators (Target 10).
AMR refers to a business improvement program that offers individual tourism
operators the ability to increase their standards of excellence and be more
responsive to emerging tourism trends in an inexpensive and timely manner.
Deliver a story-telling seminar
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– 15 one-on-one reviews completed to date:
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– CBRM:
Old Sydney Society (both Museum experience and Ghost Tour experience)
Cape Breton Centre for Craft & Design,
Fortress of Louisbourg Association,
Sydney Port Corporation,
Beggar’s Banquet,
Two Rivers Wildlife Park,
Cape Breton Fossil Centre,
Cape Breton Miner’s Museum,
– Inverness County:
FireHouse Ironworks,
Ann Schroeder Studio,
Centre de Le Micareme,
– Richmond County:
Guiding Lights of Isle Madame
– Victoria County:
Alexander Graham Bell Museum,
Cape Breton Highlands National Park,
Glass Artisans Studio
Total of 7 experiential tourism and packaging workshops delivered:
(over 75 participants in total)
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Sydney,
Inverness,
Saint Peter’s,
St. Ann’s,
Baddeck,
Membertou
CBRM:
Victoria County:
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Shari MacLeod, Cape Breton Centre for Craft and Design
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Cindy McCready, Trailsman Motel
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Stuart Critchley, Sydney Mines Heritage Society
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Grant Haverstock, Firehouse Ironworks
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Lynn Baechler, Bras d'Or Lakes Biosphere Reserve
Association
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Debbie Gale, Silver Dart Lodge
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Heather MacDougall, CBRM
Bev Bryson, Amoeba Sailing Tours
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Tom Miller, Cape Breton Miners Museum
Madeline Harvey, Parks Canada
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James Kerr Cape Breton Miners Museum
Sandy Hudson, Municipality of Victoria County
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Lloydette MacDonald, Louisbourg Economic Development
Society
Nona MacDermid, Municipality of Victoria County
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Caroline Vassallo, Destination Cape Breton
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Ardith Fillmore, Sydney Ports Corporation
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Kelsey Peters, Destination Cape Breton
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Emily MacDonald, Integral Geomatics
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Kristin McInnis, Flourish Management Consulting
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Jessica Klein-Herenbrink, Bras d'Or lakes Watershed
Interpretive Centre
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Angus MacLeod
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John Roberts, Leather Works
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Diane McKay, Sydney Ports Corporation
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Marion Thompson, Leather Works
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Gary Pardy, Integral Geomatics
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Jennifer LeBlanc Old Sydney Society
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Kenny Boone
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Virginia MacIsaac, Relative Productions/CMIC Archives
Inverness County:
Richmond County:
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Gloria DeBaie, Tears of Glass
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Dwayne MacEachern, Judique and Area Development
Association
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Helena & Louis Burke, Little Pond Stables Inc.
Brenda Reichel, Tears of Glass
Patrick MacDougall
Meghann Dunphy, Cabot Links
Susan Mallette, Municipality of Inverness/Port Hood
Eleanor Ryan ,Gables Motel
Laura Gasiliausraite ,Judique and Area Development
Association
Shannon MacDougall, Ceilidh Tent & Event Rentals
Donna MacDonald, Municipality of Inverness
Monique Aucoin, Centre de la MiCareme
Jeff Stanley
Denise Blanchard-Carpentier (NS Tourism)
Marg Herdman
Roberta Paton
Sarah Nettleton
Rhoda Gillet
Michelle Richards
Laken Delorey
Greg Silver
Celtic Heart Product Group
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Rodney Chaisson
Pauline MacLean
Katherine MacLeod
Tracey MacNeil
Mary Pat Mombourquette
Yvette Rogers
Colin MacDonald
Gail Montgomery
• 14 GMIST participants in 2012
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Colin MacDonald, Gaelic College
Pauline MacLean, Highland Village
Sharon Paul, Eskasoni
Jamie Doyle, Membertou
Robert Slade, Wagmatcook
Jennifer LeBlanc, Old Sydney Society
Kelsey Peters, DCBA
Ida LeLièvre (en français)
Mariève Thérriault (en français)
Diane Poirier (en français)
Sara Nettleton, Rock Loaf Farm
Robin Mombourquette, Richmond County
Margaret Hurdman, Guiding Lights of Isle
Madame
• Greg Silver, Cape Breton Sailing Charters
• Best Practices attendees
• Experiential Cuisine
• Scott Morrison, Flavor
• Earlene Busch, Chanterelle
Country Inn
• Meetings and Conventions
• Mary Tulle, DCBA,
• Paul Carrigan, Sydney Port
Corporation
• Paul MacDonald, Centre 200
• Cathy MacKenzie, ECBC
• Alex Paul, Membertou Trade
and Convention Centre)
• Adventure Tourism
• Kelsey Peters, DCBA
• Tera Lee – Framework Cycle
& Fitness
Increase of 56% to date over 2011.
• Increase in online experience
and package listings by more
than 50
• Experiences and Packages
booklet (two runs; more than
30 participants)
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Rising Tide Expeditions
Glenora Inn & Distillery
Fortress of Louisbourg
Association
Eskasoni Cultural Journeys
Highland Village
Féis an Eilein
Alexander Graham Bell
Museum
Cape Breton Miner’s Museum
FireHouse Ironworks
Ann Schroeder Studio
Baddeck Gathering Ceilidhs
Cape Breton Centre for Craft &
Design
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Silver Dart Lodge
Normaway Inn
Point of View Suites
Old Sydney Society
Fortress of Louisbourg National
Historic Site
Cabot Links
Bell Bay Golf Club
LePortage Golf Club
Velo Cape Breton
Cape Breton Sailing Charters
Bras d’Or Lakes Inn
Ameoba
Silver Dart Lodge
Cabot Trail Motel
Island Sunset Resort
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Cape Breton Fossil Museum
The Lakes Golf Club
Dundee Golf Club & Resort
Donelda’s Puffin Boat Tours
Castle Moffett
Baddeck Forks Golf Club
Cape Breton Resorts
Right Some Good
Great EARTH Expeditions
Chanterelle Inn
Keltic Lodge
Hike the Highlands
Highlands Links
North River Kayak Tours
Cape Breton Highlands
National Park
Gaelic College
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Celtic Colours
Point of View Suites
Glenora Inn & Distillery
Baddeck Gathering Ceilidhs
Alexander Graham Bell Museum
Cape Breton Centre for Craft & Design
Eskasoni Cultural Journeys
Fortress of Louisbourg National
Historic Site
FireHouse Ironworks
Cape Breton Miner’s Museum
Highland Village Museum
Féis an Eilein
Silver Dart Lodge
Normaway Inn
Donelda’s Puffin Boat Tours
Velo Cape Breton
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Island Sunset Resort & Spa
Bras d’Or Lakes Inn
Cape Breton Resorts
Cabot Trail Motel
Cape Breton Sailing Charters
Castle Moffett
Cabot Links
The Lakes Golf Club
Bell Bay Golf Club
LePortage Golf Club
Dundee Golf Club & Resort
Right Some Good
Gaelic College
Cape Breton Highlands National Park
North River Kayak Tours
Keltic Lodge Resort & Spa
Chanterelle Inn
Highlands Links
20 operators are currently going through the program including:
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Richmond County:
A B&B by the River
Village on the Canal Association
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Inverness County:
Maritime Inns & Resorts
Glenora Inn & Distillery
Doug Fraser Art
The Clove Hitch
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CBRM:
Martin Arms
Feis An Eilein
Old Sydney Society
Membertou Heritage Park
Cape Breton Miners Museum
Sydney Mines Heritage Society
Victoria County:
• Cabot Shores Wilderness Resort
• Cabot Trail Motel
• Castle Rock Country Inn
• Baddeck Marine
• Gaelic College of Arts & Crafts
• Colouratura Art Gallery
• English Country Garden B&B
• Lantern Hill & Hollow
Cabot Trail Reassessment and Ceilidh Trail Assessment took place
between September 13th- September 18th
Community workshops:
• Cabot Trail: Sept. 19th, 2012
• Ceilidh Trail: Sept. 20th, 2012
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Anita Coady, MADA
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Nancy MacLean, Baddeck Gathering Ceilidhs
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Jim Morrow, Bras d'Or Graphic Marketing/ Victoria Standard Newspaper
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Lisette Bourgeois, La Société Saint-Pierre
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Paul Gallant, CTACA - Chéticamp
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Yvette McPhee, La Société Saint-Pierre
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Helena & Louis Burke, Little Pond Stables
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John Stinson, Old Miller Trout Farm
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Robert Bernard, Wagmatcook Culture & Heritage Centre
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Michael Bona, Wagmatcook Culture & Heritage Centre
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Margie Beaton, Gaelic College
Robert Slade, Wagmatcook CleanWave Restaurant
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Mariève Therriault, Cape Breton Highlands National Park
Catherine Ann Fuller, Dept of Economic and Rural Development and Tourism
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Jim Morrow, Bras d'Or Graphics
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Simone Boudreau Parks Canada, CBHNP
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Helen Sievers & Richard Roberts, Auberge Gisele's Inn
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Anna MacDonald, Gaelic College
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Polly Ann Macdonald, Nestle In B&B & Suites
Gena Briand, Cape Breton Highlands National Park
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John Stinson, Old Miller Trout Farm
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Pat Stinson, Old Miller Trout Farm
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Betty Finnegan, Bras d'Or Lakes Campground
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Loreto Doyle, Cabot Trail Writers Festival
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Vince Forrestall, Victoria County Naturally Active Physical Activity Strategy
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Marie Aucoin, Media - The Participaper
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Angela LeBlanc, Cajun Cedar Log Cottages
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Donna MacDonald, Municipality of the County of Inverness
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Cathy MacKenzie, ECBC
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Blaine Gillis, Strait-Highlands Regional Development Agency
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Jillian Cormier, Inverness County Centre for the Arts
Diane Poirier, Co-op Artisanale
Leandre LeBlanc, Le Centre de la Mi-Carême
Denise MacLeod, Silver Dart Lodge
Eliot Frosst, personal / Ross Ferry Stewardship Society
Ruth Schneeberger, Big Intervale Fishing Lodge
Marie Aucoin, Media - The Participaper for the Municipality of
Inverness County
Cathy Aucoin, Parks Canada
Angelo Spinazzolo, North River Kayak
Tours Elaine Wallace, Parks Canada
Ian A. Green, North East Highlands Chamber of Commerce
Manon Cuthbertson, Parks Canada - Cape Breton Highlands
National Park
Donna Frizzell, Piper Pewter Inc
Lucille Timmons, Cabot Trail Facade & Streetscape
Sharon Harrison, Lantern Hill & Hollow
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Donna MacDonald, Municipality of the County of Inverness
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Blaise MacEachern, Inverness County Destination Trail Project
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Cathy MacKenzie, ECBC
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Pauline MacInnis, Independent
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Blaine Gillis, Strait-Highlands Regional Development Agency
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Melissa MacInnis, East Novability
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Ann Schroeder, Ann Schroeder Studio
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Kelly Austin, The Farmer's Daughter Country Market
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Charlotte Miller, Strathspey Place
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Kay Robertson, Inverness County Centre for the Arts
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Geraldine Beaton, Municipality of County of Inverness
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Diane Mouland, Inverness Oran
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Laurel Browne, Witsend Farm Bed and Breakfast
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Inez Forbes, Inverness Oran
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Debra MacDonell, Strathespey Place
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Doug fraser, Doug Fraser Art Gallery
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Anne Little, Municipality of the County of Inverness
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Kinnon Beaton, Celtic Music Centre
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Betty Ann MacQuarrie, MOS Pioneer Shrine
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Patricia vanZutphen, Clove Hitch Bar & Bistro
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Wilson Cameron, Ceilidh Coastal Trail Association
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Beth Ryan, The Refinery
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Suzanne C. MacDonald, Mabou Village Gallery
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Eleanor & Alex Ryan, Gables Motel
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Colin & Rachel MacDonald, Lighthouse Cottages
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Caroline Cameron, Gaelic Council of Nova Scotia
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Frank Macdonald, The Inverness Oran
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Darlene Cameron, Inverness County [email protected] Network Society
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Kathy Hannigan, Cabot Links
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Alice Freeman, The Bear Paw Gift shop
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Madonna MacInnis, Inverness Visitor Center
Cabot Trail
• Temporary working group has formed to determine whether the
need exists for a governing body moving forward
• Cabot Trail industry/operator engagement session scheduled
for March 2013 to determine what the Partners are already
doing
Ceilidh Trail
• Preliminary meeting took place February 2013
• “They should begin their Cape Breton experience on the
Ceilidh Trail, then go to the Cabot Trail. Their experience will
be richer and more enjoyable. Roger Brooks
• Louisbourg
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Steering committee/chairperson in place
Workshops #1 and #2 complete
Reverse Best Practices took place Dec. 6th (representative from Tignish)
Community meeting took place Jan. 30, 2013
Six business people to attend Edge of the Wedge in April
Consultant draft #3 received (open to committee review and input)
• Baddeck:
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Steering committee/chairperson(s) in place
Workshop #1 complete
Reverse Best Practices took place Dec. 6th (representative from Tignish)
SynergyLouisbourg
Baddeck committee to date
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Dorothy Payne, Chair
Lloydette MacDonald, Coordinator
Cathy MacKenzie, ECBC ex-officio
Cindy Hynes, CBRM
Kelsey Peters, DCBA
Chip Bird (Parks Canada ex-officio)
Mireille Fiset, N.S. Economic and Rural
Development and Tourism ex-officio
Lester Marchand, Parks Canada
Mitch McNutt, Fortress of Louisbourg Association
Jim DeVries, Lobster Kettle
Iris Stevens, Retired
Annette LeBlanc, Louisbourg Seafoods
Parker Bagnell, Heritage House B&B
Linda Kennedy, Point of View Suites
Michele Leamon, Louisbourg Playhouse
Garrett Bagnell, Youth
Darlene Bagnell, Visitor Information Centre
Jan Vickers, co-chair
Glen MacDonald, co-chair
Michael St-Denis, Alexander Graham Bell
Tom Wilson, Municipality
Anna MacDonald, Gaelic College
Denise MacLeod
Eddie Keeling
Katrina MacKenzie
Linda MacRae
Liz Grub
Paula Blashcheck
Tracey Dares MacNeil
Catherine Ann Fuller
Donelda MacAskill
Cathy MacKenzie, ECBC ex-officio
Kelsey Peters, DCBA
Contracts Awarded
•Harvey Sawler (Inverness County)
•Laurel Reid (CBRM)
Consultations took place week of October 1st-5th
– CBRM
• Louisbourg Playhouse
• Old Sydney Society
• Cape Breton Centre for Craft & Design
• Cape Breton Miners Museum
• Sydney Port Corporation
– Inverness
• Celtic Music Interpretive Centre (value-added)
• Centre de La MiCareme
• Glenora Inn & Distillery (value-added)
• The Clove Hitch
• Inverness County Centre for the Arts
• Les Trois Pignons
5 storytelling workshops were held
• Louisbourg,
• Sydney River,
52 participants in total
• St. Ann’s,
• Inverness,
• St. Peters
Louisbourg VIC
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Lawrence Burman, Fortress of Louisbourg
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Darlene Bagnell, Louisbourg VIC
David Ebert, Fortress of Louisbourg
Lloydette MacDonald, Louisbourg Economic
Development
Madeline Harvey, AGB Museum
Michael St-Denis, AGB Museum
Sydney River VIC
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Juanita Morrison, DCBA
Megan MacDonald, Old Sydney Society
John Roberts, Leather Works
Marion Thompson, Leather Works
Phyllis Williams, Cossit House Museum
Nicole MacIntyre, Old Sydney Society
Janice Lawand, Cossit House Museum
Courtney Penney, Old Sydney Society
Danielle Dalton, Old Sydney Society
Nicole Baker, DCBA
Gaelic College
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Cyndi Ingraham, Red Barn
Donna Gray, Red Barn
Beverly Marks, Red Barn gift shop
Lorna MacLean, Red Barn/Adventures East
Shelly Gillis, Adventures East
Katrina MacKenzie, Lynwood Inn
Leah Noble, Baddeck Marine
Chad Keen, Silver Dart Lodge
Margie Beaton, Gaelic College
Anna MacDonald, Gaelic College
St Peters
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Andrea Pottie, Bras d'Or Lakes Inn
Melanie Burke, MacBouch
Wendy Abbott, MacBouch
Shawna Prout, MacAskill House Museum
Micheline Boudreau, LeNoir Forge Museum
Hildred Sampson, Foodland
Germaine MacDonald, Mac's Celtic Gift Shop &
It's Only Natural
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Judy Madden, Nicolas Denys Museum
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Marlyn Nicholas, Chapel Island Craft Shop
Lucille Martell, MacDonald Country Inn
Wilma Martell, Campbell's Dairy Freeze
Beate Hassold, A MacDonald Country Inn &
Canal House B&B
Ann Marie Yorke, St. Peters VIC
Eva Landry, MacAskill House Museum
Brenda MacPhee, Foodland
Jeanette Arsenault, Forget Me Not gift shop
Inverness
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Bhreagh MacDonald, Cabot Links
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Anna Lee MacEachern, Municipality of the
County of Inverness
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Anita MacLeod, Inverness Beach Village
Charlotte Miller, Strethsprey Place
Ann Schroeder, Ann Schroeder Studio
Melissa MacInnis, Municipality Project
Geraldine Beaton, Municipality Project
Brenda Rachel, Tears of Glass Studio
Betty Walker, Tears of Glass Studio
Madonna MacInnis, Inverness Visitor
Centre
• Increase occupancy by 1% / 8000 room nights
• -1% over 2011 (Province is at -2% overall)
• The trendline below shows visitation trends 2010-2012 for Halifax,
CBI and the province
• Newfoundland and Labrador Campaign approximately $13M.
• Occupancy result was .2% increase over 2011
“…tourism is looking at is hitting operators provincewide with a three per cent levy. A levy would
bring in an additional $2.1 million into the tourism coffers, money that would be redirected back to
the various regional tourism associations across the province for marketing and product
development…Despite considerable investment to increase visitation outside of July and August
there has been limited growth. And while promotions like Fall Flavours and the Festival of Small
Halls are reporting record sales, those sales have only helped maintain visitation, not increase it.”
David MacKenzie, Deputy Minister of Tourism, PEI quoted in The Guardian – November 30, 2012
New Brunswick sees no change in occupancy rate and 3% decrease in
room nights
Chart #1
Changes in occupancy from 2011 to 2012
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1
0
-1
NB
NS
NFLD
-2
PEI
-3
CBI
-4
Chart #2
Destination marketing spend for 2012 (MM)
15
10
5
0
• Provincial tourism spends indicated are approximate
• NB spend is not known and not reflected in chart 2
NS
NFLD
PEI
CBI
• Internal reviews regularly conducted with operators
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99 surveys complete
Region
% up or on par over
2011
Difference with
Business Changes
Victoria County
70.3%
80%
CBRM
53.6%
83.3%
Richmond
43.8%
44.4%
Inverness
52.6%
66.7%
OVERALL
58.6%
71.4%
• Operators who made business changes had significantly better
results
• Changes included
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More social media
Increased online marketing
Change of staff
New products/experiences added
Increase Experiential Icons visited by 5%
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Fortress of Louisbourg National Historic Site : -4.8%
Cape Breton Highlands National Park: +5%
Alexander Graham Bell Museum : -1%
Highland Village : +2%
*Citadel Hill in Halifax experienced a decrease of 25% in 2012
over 2011
• Increase visitors serviced by cbisland.com by 15%
• Web visits increased by 4.73%
• Reduce bounce rate to under 30%
• Bounce rate – 44.2%.
*Note: Bounce rate for the “awareness” campaign as recommended by our media
consultants was considerably increased due to the impression based goals for this type of
online buy. See comparison on next slide to our internal search based campaign.
• Improve the ability to plan and book CBI vacations through
cbisland.com
• Trip planner and mapping function added as additions to website re-build.
Implemented in June 2012.
• Highlight and promote the 12 Essential Certified Experiences
• No experiences received certification 2012. A revision of the certification
process is under review for potential implementation in 2013 as a joint
initiative of PD and marketing.
Can
Total Visits Visits
NS Visits
NF Visits
Bounce
Duration
2011
101,692
67,226
31,110
795
42.27
3:46
2012
106,516
69,737
32,795
1508
44.20
4:03
Diff
+4.73%
-3.6%
+5.4%
+89.69%
+1.9%
+7.37%
Campaign
Active Dates
# Clicks
Duration
Bounce
AdWords
8/10 - 10/31
6,257
4:11
40.1%
Awareness/Other
7/13 - 10/31
5,038
1:48
64.3%
• Accommodations / Room nights
• The average number of room nights sold from 2010-2012 was 383,333.
• The number of room nights sold in 2012 as 375,000.
• The goal for 2013 is to bridge the gap between the 3 year average and 2012 by
recovering 8,333 room nights which represents a 2% increase over 2012
• Average spend per visitor party
• The average spend per visitor party according to Travel Intentions Research was
$804 for 2011 and $978 for 2012.
• The goal for 2013 is $1125 (approx. 15% increase)
• Experiential icon visitation
•
•
•
•
Fortress of Louisbourg National Historic Site: 15%
Cape Breton Highlands National Park: 5%
Alexander Graham Bell Museum: 3%
Highland Village: 3%
• Average length of stay
• According to Travel Intentions, average length of stay was 3.1
nights in 2011 and 3.7 in 2012.
• The goal for 2013 is 4.3 nights (15% increase)
• Website improvements
• Increase in web visitation by 15%
• Maintain a bounce rate of under 35% overall
• Maintain a bounce rate of under 30% for PPC campaigns
• Media attention
• Capitalize on accolades to increase profile of CB Island
• Work with diverse media contractors to increase earned media
and profile of CB Island among top writers and publications
• Marketing spend targeted on geographic areas that show greatest
interest in CB travel through Google analytics and TIS
• Media sources will be targeted to those showing high returns in recall
and qualified web leads from 2012 analytics and Travel Intentions /
Conversion study
• Website to receive refreshed creative and upgraded landing pages for
iconic experiences i.e. The Cabot Trail and Fortress of LB
• VIC staff to receive consultative visitor interraction training to help
support goals of increased stay and spend
• Engagement of media specialists to increase profile and publicity
• Industry Relations Representative hired to increase industry
participation in marketing opportunities and experiential content on
website
Spend
% of Total
Visitor Recall
$85,000
32.7%
22%
(CTV destination promos)
$21,500
8.3%
52%
Radio
$41,500
16%
5%
Online
Magazine / Specialty
Publication
$50,000
23.1%
33%
$62,000
23.8%
28%
Newsprint
Television
• $269,000 invested in advertising
• 42% Recall on advertising
• 73% of web visitors surveyed traveled to Cape Breton Island
this season
• Average spending per travel party was $978.73 ($803 in 2011)
• Revenues generated are estimated at $5,700,332.15
• $21.16 ROI
*results compiled from Travel Intentions Survey data and website analytics
• Represents non-bounce visits from Jan 1 – Feb 28
• Highlights include
•
•
Ontario visits up 49.6% over 2012
Nova Scotia visits up 9.6% over 2012
• Represents visits from Jan 1 – Feb 28
• Highlights include
•
•
All visits up 21.8% over 2012
Non bounce visits 55.8% over 2012
Online
• Increase spend in
Adwords
• Increase spend in
Novascotia.com
• Retain Trip Advisor
placement
• Testing Saltscapes.com
• Facebook / SM sites
Specialty Print
•
•
•
•
Doers and Dreamers
Saltscapes (take a drive)
Motorcycle Guide
Cape Breton Travel Guide
Newsprint
• Chronicle Herald
Television
• CTV commercials
• Destination spotlights in
sponsorship with the Province if
available
OOH / Specialty promotions
• Bus wraps in HFX area
• Kiosk on the HFX waterfront
* Further advertising opportunities may be identified throughout the marketing season
•
•
•
•
Golf
Meetings & Conventions
Events
Cruise
Highlights of 2012 Plan
• Increase in green fee rounds of 42.7%
• 52 media writers, 81 placements, 103,611,218 circulation, $4.2
million in earned media
• Increase in website visitation by 38%
• Increase in website pageviews by 36%
• Website conversion rate of 25%
• Highlands Links (#7) & Cabot Links (#9) named in Golf Digest’s
list of Canada’s Top 30 Courses.
Highlands Links #4
Cabot Links #14
•
Meetings and Events
• 5 CBRM partners participated in Best Practices Mission
• Mobilize tourism committee with key stakeholders
• Pat Lyall, CEO destination Halifax brought in to present to the partners 923) next steps
required
• Events Cape Breton registration has been transferred to DCBA
• Recruitment for Events CB Executive Director managed by Wilson Executive Search and
being lead by ECBC
•Cruise
•Visitation up 28.2%
•Hop on Hop off tour product launched
•Issues from cruise lines in 2012 being jointly
addressed by Port, DCBA, Parks and shore
excursion providers
Mary Tulle
CEO
[email protected]
902-539-0300
Noelle MacLean
Director of Marketing
[email protected]
902-539-8901
Ross Hunter
Industry Relations
[email protected]
902-539-7324

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