VISITOR & CULTURAL SERVICESVISITOR & CULTURAL SERVICES
Multi-Channel Marketing Initiative
April 11, 2006
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Project ObjectivesProject Objectives
To improve access and shine a spot light on the local arts/cultural and tourism activities for both residents and visitors.
To provide enhanced information, multi-channel marketing and commerce capabilities.
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The Big Picture - VisionThe Big Picture - Vision A multi-channel strategy to shine a spot light
on the local scene
1.Comprehensive website with focus on Arts and Culture
2.Physical Information Centre with box office3.Satellite electronic ticketing kiosks for visitors in
key locations…………………………………………………….. World-class, worthy of G8 country Staged implementation with immediate benefits Partnership-driven, revenue-generating, realistic
sustainable model over the longer-term
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Stakeholder ConsultationsStakeholder Consultations
Arts, Culture, Heritage, Festival Groups
Tourism Business Venues / Partners
Arts Ottawa East Council for the Arts
in Ottawa (CAO) Ottawa Festival
Network Council of Heritage
Org’s in Ottawa (CHOO)
6 Hotels Former Presidents
of Ottawa Tourism Ottawa Airport Ottawa-Gatineau
Hotel Assoc (OGHA)
CAA Telus Telecom Ottawa Capital Sports
Group Business
Improvement Areas (BIA’s)
Partners: Chapters NCC TelusVenues: NAC Sparks St. Confed Square
Best Practices 18 Ontario provincial visitor centers, Ministry of Tourism. Baltimore, Montreal, Quebec City, Toronto, Vancouver, San Francisco. Scan of the International Association of Convention and Visitor Bureaus (IACVB) Ottawa International Airport
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Financial Model- Virtual, Ticketing Kiosks, Physical CentreFinancial Model- Virtual, Ticketing Kiosks, Physical Centre
Capital On-GoingVirtual Web Portal ~$125k ~$75
Ticketing Kiosks ~$75 ~$15k
Physical Centre $500-600k ~$200-300k
No funding source identified other than the City
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Strategy and PhasingStrategy and Phasing
Strategy has 3 components:1. Short-term: (Fall 2006)
Online e-ticketing web portal and integrated online event calendar with Multi-channel marketing strategy
– Build Brand Awareness
– On-line promotion strategy to increase traffic
– Cost effective promotions strategy leveraging city resources (e.g. bus, transit stations, libraries)
– Links to ticket purchasing systems
– Wireless Marketing and Mobile Web Technology Platforms (e.g text messaging campaigns, webZine)
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Strategy and Phasing Ctd.Strategy and Phasing Ctd.
2.Medium -term: Electronic ticketing kiosks (2007)
– Pilot 3 locations downtown
3.Long-term:
Centrally-located visitor centre & physical box office (2007-2009)
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Next StepsNext Steps
Date Activity
March 2 Public Meeting – Arts and Culture Groups Ottawa
March 23 Arts, Heritage and Cultural Services Advisory Committee
April 11 Business Advisory Committee
May 16 CSED meeting with recommendations 1. RFP for Web Site and Marketing Strategy2. EOI for Kiosks3. EOI for Visitor Information Centre and Box Office
May 24 City Council
Fall 2006 Web E-ticketing Implementation
2006-09 Concurrently Plan Phase 2, EOI for Kiosks and Physical Centre