harrison hot springs good copy (1)

Report
Presents
Key Facts
• Third largest gathering place for Bald Eagles in North America
• Harrison Lake is the only area in all of BC to host all 5 species of Salmon & Steelhead
trout
• Hot Springs source is exclusively owned the province of BC & Harrison Hot Springs
Hotel
• Harrison Hot Springs is in its DECLINE in the PLC (product life cycle)
• GreenKey Certified
• ICSP Sustainability Plan
Key Findings
Visitor demographic
BC 56%
Europe 16%
USA 11%
Other Canadians 6%
Locals 5%
International 5%
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2 hours drive from East Vancouver
Hwy 1 – Quickest route
Hwy 7-Scenic route
3 hour drive from Seattle, Washington
Abbotsford Airport is 60 minute drive from
Harrison
YVR is a 3 hour drive
Float plane dock is located on Harrison Lake
Visitation to Harrison is decreasing
35-40 minutes away from Hemlock
Visitors
BC
Europe
US
Other Canada
Local
International
Assumptions
• Promoting the Harrison Hot Springs at a whole will bring more tourists, which will bring
more business to the area
• Harrison currently runs “Festival of Trees” from Nov-Jan every year
• Some government funding for being part of ICSP and GreenKey certified
Problem Statement
What IMC Campaign can Harrison Hot Springs implement
to increase visibility and tourism within their target market
by 36% in 2 years, while maintaining integrity within their
sustainable community.
Current Target Market
Demographic:
45-65 years (baby boomers)
Couples and family travelers
retirees
Geographic:
Local-small community in the Fraser Valley
Regional- 2 hours drive from Metro Vancouver
Located near Hemlock Mountain
Urban population
Psychographic:
Health & Wellness enthusiasts
Weekend get-a-way
Full service amenities
Behavioral:
Relaxing
Budgeters
List minute planners
Projected Target Market
Demographic:
Young couples 20-45
Generation Y
Double Income No Kids (DINKS)
Geographic:
All of BC
Locals of Harrison
Psychographic:
Nature lovers
Eco-conscious thinkers
Outdoor sports enthusiasts
Weekenders
Behavioral:
Last minute planners
Budgeters
Relaxers
Leisure
SWOT
Strengths
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Facilities already in place for events
Government support and funding
GreenPath and Green Key Eco-Rating Program certified
Rich background and local history
Naturally occurring hot springs
Natural beauty
ICSP certified (sustainable community)
Strong community involvement
Tied to the “Supernatural BC campaign for 2010
Weaknesses
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No direct transportation from airports
Seasonal destination – peak season is June – September
Lacking in brand identity
Currently in Decline stage of the PLC
Not a very “hip” place to visit
Slow winter season
Opportunities
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Advertising to larger markets
Offer new and exciting events to draw in new tourists
Promoting all season events
Coupons or Loyalty programs for frequent guests
Promotions for families and couples
Growth in local travel and interest of “knowing you backyard”
Trend in sustainable and eco friendly travel
Close resort for Lower Mainland residents
Extending the peak season
Threats
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Growing trend of “spa” resorts and “healing” lakes/resorts
Lack of recognition from international travelers
Canadian dollar isn’t optimal for non North American travelers
Seasonal events and weather dependent
Advertising as natural beauty seems “old news”
Competition from other resorts- i.e. Whistler, Tofino, Kelowna etc.
Competitive
Analysis
Whistler
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Internationally known
Main venue of Vancouver 2010 Olympics
All season events winter and summer
Whistler 2020 Sustainability Plan
Summer
Crank Works
Tough Mudder
Warrior Dash
Zip lining
Family Adventure Zone
Winter
Wine tasting tours
Fire and Ice show
Snow shoeing
Skiing
Snowboarding
Hotels & Resorts
Delta Whistler Village Suites
Fairmont Chateau Whistler
The Westin Resort & Spa
The Four Seasons Resort
Kelowna
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International and Local awareness
Offer summer and winter recreational activities
Wineries and tourist destinations
SolarBC & Central Green Sustainability Plan
Summer
Community Theatre
Okanagan Wine Festival
Mardi Gras Festival
Parks Alive
Winter
Big White Mountain
Okanagan Bridal Expo
Casino’s & Nightlife
Hotels & Resorts
Royal Private Residence Club
Lake Okanagan Resort
Delta Grand Okanagan Resort
Manteo Resort Waterfront Hotel
Positioning
For young couples and families who desire outdoors and eco friendly adventures,
Harrison Hot Springs offers you an affordable and unique experience to meet your
destination needs.
ALTERNATIVES
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Resort to relax and explore and to get away
Boating, golfing, fishing and many water activities
Skiing and snowboarding
Goal: to bring tourism to the mountains
Promotion with Hemlock Mountain
IMC Tools
1. Personal Selling
2. Advertising
3. Sales Promotion
Pros
• Targeting a larger audience
1.9 million users per week in Lower
Mainland on Public Transit
• Flexible
• Pamphlets and flyers make it tangible
• Persuasive
• Immediate feedback
Cons
• Biased opinions
• Messages may differ from what we
expect and what agencies promote
• Promotions can be easily duplicated
• Smaller newspaper
• No control over feedback
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Naturally occurring Hot Springs
Outdoor experiences
Health and wellness retreats
Geared towards
Eco-conscious individuals
Outdoor enthusiasts
IMC Tools
1. Personal Selling
2. Sales Promotion
3. Advertising
Pros
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Travel agencies do the footwork
Selective audience
Flexible
Targets a trendy pass times
Eco-Conscious individuals
Cons
• Higher cost
• Different messages between travel
agencies
• Outdoor enthusiasts normally plan their
own adventure
• Exploring your own backyard
• Geared towards
adventurists
outdoor enthusiasts
families and couples
• History of Harrison Hot Springs
• Guided tours
Tugboat Junction
IMC Tools
1. Advertising
2. Public Relations
3. Sales Promotion
Pros
• It focuses is on the rich history of
Harrison
• Information provided is more credible
in consumers mind (PR)
• Harrison already provides tools needed
to run events
• Low cost
Cons
• Limited target market
• Locals and Vancouverites are
uninterested in local history
• Difficult to translate without
actually experiencing tour
• Difficult to obtain media
cooperation
Solution
What IMC Campaign can Harrison Hot Springs implement to increase visibility
and tourism within their target market by 36% in 2 years while maintaining
integrity within there sustainable community.
Implementation
Plan
Push Strategy
1. Personal Selling
Travel Agencies such as Flight Centre
2. Selling Promotions
Coupons (in pamphlet)
Package deals
Contests
Loyalty Programs
Pull Strategy
3. Advertising Sales
Pamphlets
Flyers
Transit Posters
Facebook, Twitter and
Tourism Harrison Website
Metro Newspaper
Product
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Fishing Derby- Salmon (Sept-October)
Ski & Snowboarding (Nov-Jan)
Winter Wonderland in Harrison (December)
Sasquatch Swim (Jan 1st)
New Year Specials
Place
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Harrison Hot Springs
Harrison Lake
Hemlock Mountain
Metro Vancouver and Fraser Valley
MetroNews
Bus Stations
Skytrain/West Coast express
Promotion
• Skiing & Snowboarding Packages
Ski lift & Gondola
• Couples Deals
• Fishing Derby
• New Year Specials
Fireworks
Discounts (pay for 3 get 1 free) Dec 30th-Jan 2nd
Price
Fishing Derby:
Volunteers and min of 5 employee’s x $12 per hour $480 (8 HOURS)
Training cost: 3 days training 12x5x8x3= $1440
Early Bird Special first 100 participants get free parking and boat launch.
Skiing/Snowboarding packages- Travel agencies
3 days 2 nights packages $199 (odd/even pricing)
2 days 1 night packages $149 (odd/even pricing)
Couples packages $449 3 days 2 nights ** in lieu of current romance package**
Advertising Costs: 82,145.30
Budget
•Overall Annual Advertising Budget: 82,145.30
•Left over: 17,854
Contingency Plan
IMC Tools
1. Advertising
2. Public Relations
3. Sales Promotion
Course Concepts
SWOT: Assess both the internal and external
Product life cycle: In describing state of
environmental of brand and product.
Push strategy: Promoting products directly to
consumers through adds on a sky train
Used objective and task budgeting: Create
promotional program
Target market: The customer segments the
company and is interested in selling its product
and services to Harrison focusing on changing
the current target market.
reach smart goal.
Harrison Resort
Bundle Pricing- Through package deals,
snowboarding rental and day pass.
Integrated Marketing Communications:
Used for all solutions.
Promotional Elements: events getting new
people to Harrison
Perceptual Map: A “chart” to show
positioning of Harrison Hot Springs
Course Concepts
4P’s: Product, price, promotion and place were
Target Audience: Using promotional
all part of the implementation plan. It helped us
determine how to determine and reach smart
goal.
Sales tests: Through radio and newspaper
advertising
Advertising: through metro news and sky train
stations
Personal selling: through travel agent
Sales promotion: through package deals
programs to the end user through hosting
events where people are drawn to Harrison
STR!DE Marketing Survey
Results
Age Group
50.0%
50.0%
45.0%
40.9%
40.0%
35.0%
30.0%
18-24
25.0%
25-34
20.0%
35-44
15.0%
45-54
10.0%
55-64
5.0%
4.5%
0.0%
65 pluss
1.5%
18-24
25-34
3.0%
0.0%
35-44
45-54
Series1
55-64
65 pluss
Where would you go, to enjoy both water and snow
activities and resort getaways?
20%
17%
Harrison
14%
Whistler
Cultus
5%
44%
Osoyoos
Kelowna
Do you enjoy outdoor activities?
No
9.1%
Yes
No
92.4%
Yes
0.0%
10.0%
20.0%
30.0%
40.0%
50.0%
60.0%
70.0%
80.0%
90.0%
100.0%
References
Tourism Whistler. 2012. Retrieved from: http://www.whistler.com/events/
Booking. 1996-2012. Retrieved from:
http://www.booking.com/city/ca/whistler.en.html?aid=306395;label=whistlerFk7z3A13hQbMc3hzijDauAS15034761389:pl:ta:p1:p2:ac:ap1t1:neg;ws=&gclid=CJ9k8Xp9bMCFSPhQgodxiAAzQ
Casa Loma Lakeshore Resort. 2008. Retrieved from: http://www.casaloma.com/index.html
Lake Okanagan. 2012. L.E.T Group. Retrieved from: http://www.lakeokanagan.com/
Kelowna Mountain. 2012. Consiglio Group. Retrieved from:
http://kelownamountain.com/kmc-content/our-location
Tourism Kelowna.2012. Retrieved from: http://www.tourismkelowna.com/do/
Harrison Hot Springs Resort & Spa. 2012. Retrieved from:
http://www.harrisonresort.com/Activities.aspx
Vancouver Transit Advertising.2012. Lamar Advertising. Retrieved from:
http://www.vancouvertransitadvertising.com/dev/wordpress/
Shaunocallaghan. 2012. Whistler Web & Print. Retrieved from:
http://www.shaunaocallaghan.com/whistler-real-estate/resources/whistlerdemographics.cfm
Tourism Whistler. 2012. Retrieved from: http://events.whistler.com/about-whistler/targetmarkets/
Harrison Hot Springs. (n.d.). Trademark of the Province of British Columbia. Retrieved from
Hello BC:
http://www.hellobc.com/en-CA/RegionsCities/HarrisonHotSprings.htm
Tourism Harrison. (2011). Retrieved from Harrison Hot Springs:
http://www.tourismharrison.com/
Whistler 2020. 2011. Retrieved from: http://www.whistler2020.ca/home

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