o c to b e r , 2 0 1 8 · 2018-10-31 · 17 campgrounds across pei. 3. saltscapes expo was attended...

October, 2018

Table of Contents 1 Cover Page

2 Table of Contents

3 Background

3 Participants

3 New Initiatives

4 Social Media

5 Print Advertising

6 Print Advertising

7 Advertising and Videos

8-9 Website-GraphCom

10 App, Website - Government, Advertisements Sold In Guide

11 Printed Guide and Distribution

12 Delivery of Guides and Summery

13 Recommendations

2018 Arts & Heritage Trail Final Report

Background The PEI Arts and Heritage Trail is an initiative of the Tourism Industry Association of PEI (TIAPEI). The TIAPEI Cultural Tourism Committee, chaired by Judy MacDonald, oversees the development and delivery of this project. The purpose of the Arts & Heritage Trail is to market cultural tourism across Prince Edward Island. It is especially important in helping promote cultural tourism operators in more rural locations of PEI, driving business outside of the main tourist centers and across the Island. The project is produced in partnership with the PEI Crafts Council. The following report consists of the actions and results of efforts made to market and grow the Arts & Heritage Trail in the 2018 tourism season.

Participants In total 142 participants were confirmed for the 2018 Arts & Heritage Trail compared to 110 in 2017. 30 of these participants were new or returning from previous years to the guide.

North Cape Green Gables Red Sands Charlottetown Points East Total Listings 2011 22 22 9 17 23 94 Listings 2012 23 24 7 15 22 91 Listings 2013 21 22 7 12 24 86 Listings 2014 21 35 11 19 33 119 Listings 2015 23 35 10 20 26 114 Listings 2016 24 38 6 20 25 113 Listings 2017 26 35 6 18 25 110 Listing 2018 33 40 10 27 32 142

New Initiatives In 2018 there were three new initiatives undertaken:

1. An App was created to allow people to customize their own tour, allow theme tours, and search

locations. 2. A poster was created to promote the App and the poster was distributed along with 400 guides to

17 campgrounds across PEI. 3. Saltscapes expo was attended as a vendor in a shared booth this year, .

4. 250 Rack cards and 3000 magnets were created to distribute at Saltscapes.

Social Media 5 videos were added to the website and 1 video was promoted on Social Media.

Twice daily throughout the summer, locations from the guide were promoted on social media: Instagram, Facebook or Twitter. Events where promoted day before the event date.


Social Media Account Reports

Twitter

@artsheritagepei Twitter Followers

2015 2016 2017 2018 % increased in past year

Total 23 234 431 602 39.6%

Twitter followers increased by 39.6%.

Facebook

Arts and Heritage Facebook Fans 2015 2016 2017 2018 % increased in

past year Total 350 1290 2767 2872 3.79%

In 2018, there were no paid posts.

Instagram

@artsheritagepei

Instagram Fans 2016 2017 2018 % increased in past year

0 390 824 111.3%

The project “Arts and Heritage Instagram Story Takeover Day” was started. One story was completed.


Print Advertising

Off Island Marketing

Vendor Description Budget Actual (HST Incl.)

Saltscapes Magazine

2 half page ads (May & July) $ 4,400.00 $4128.50

Saltscape Expo

Booth & Travel

$3000.00 $2,577.45

On Island Marketing

TOTAL

$7,400 $6,705.95

Vendor Description Budget Actual (HST Incl.)

Tourism PEI/Dunne Consulting

Visitor's Guide 1/4 page ad

(English & French) $3,650.00 $3,829.50

Vistaprint 20 posters promoting App $0.00 $143.74

The Buzz

1/4 page ads in June

TOTAL

$ 0.00 $563.50

$ 3,650.00 $4,536.74

SALTSCAPES

2017, Saltscapes online ad: 64,778 impressions and 1343 clicks.click through 2.07

2018, Saltscapes online ad: 80,288 impressions and 1795 clicks, click through 2.23


Ad used in BUZZ, SALTSCAPES and PEI Visitor Guide:

Rack card used at Saltscapes:

Magnets used at Saltscapes:


Videos

The long version of 8 videos were added to the website. Links to all videos are provided below.

Trail Participants – Company name Interviewee Link to video 1 Victoria Playhouse Emily Smith and

Benton Hartley Long: https://vimeo.com/236443756 Short: https://vimeo.com/235170524

2 McAskill’s Woodworking

Joe McAskill Long https://vimeo.com/252264003 Short https://vimeo.com/252262140

3 Island Traditions Store Home of the Basket Weavers

Marlene Grant Long: https://vimeo.com/233695204 Short: https://vimeo.com/235162655

4 Kro in the Skye Art Studio Cathy Krolikowski Long https://vimeo.com/252255433 Short https://vimeo.com/252254105

5 Roma at Three Rivers Historic Site Ellen Petrie - animator

Long https://vimeo.com/238817991 Short https://vimeo.com/238835558

6 Village Musical Acadien Marcel Long: https://vimeo.com/237426317 Short: https://vimeo.com/237424440

7 Farmers Bank of Rustico and Doucette House

Long https://vimeo.com/252242718 Short https://vimeo.com/252237406

8 Great Canadian Soap Company Em Zember Long: https://vimeo.com/234598747 Short – 1: https://vimeo.com/237449658 Short – 2: https://vimeo.com/237447941

* Any password protected videos use the password: arts

Websites Stats from Graph Com for the main website: www.artsandheritagepei.ca,

May 1, 2017 to October 1, 2017

Total Sessions - 4,787

New Users - 3,960

May 1, 2018 to October 1, 2018

Total Sessions - 6,672

New Users - 5,521


https://vimeo.com/252264003








Stats From Government Of PEI Website: https://www.tourismpei.com/art-heritage-trail

https://www.tourismpei.com/fr/sentier-arts-patrimoine

2019 English French

January 146 12

February 156 10

March 191 14

April 161 24

May 218 24

June 288 23

July 382 53

August 290 52


https://www.tourismpei.com/art-heritage-trail

https://www.tourismpei.com/art-heritage-trail

September 179 8

The English A&H guide was added to Issuu on May 10th. It has been read 756 time, with an average read time of 4:43.

The French A&H guide was added to Issuu on May 10th. It wa has been read 107 times, with an average read of 3:56.

App The App was a new initiative for 2018 Amirel, an app developer in QC was contracted to create the Arts and Heritage App based on an app they had already developed called Trails of Old Quebec. The App showcases all the locations in the guide and provides information about each location , it also allows the user to customize tours and provides suggestions for themed tours based on area and interest. The total price paid to develop the App wasa $11,947.50. The number of downloads total are :AppStore 271, GooglePlay 105 Total downloads of the app from May 25-September: 376


Quilt Board Signage

No quilt boards were purchased in 2018.

Tablet Advertisements No tablet campaign was run in La Presse in 2018.

Advertisements Sold in Guide In 2018, two advertisements were sold. In 2018, two advertisements were sold. The price of the ads was $500 each, for a total revenue of $1150 HST included. Selling more ads in the guide may be a nice way to increase the revenue of this project.

Printing & Distribution A total of 45,000 copies of the Arts and Heritage Trail Guides - 40,000 English and 5,000 French - were printed to cover Off-Island and On-Island needs. 12,000 English guides are left. Approximate value of .47 cents each in 2017, and approximate value of .60 cents each in 2018.

Total English Arts & Heritage Trail Guides received = 40,000 Remaining as of Oct 2018 - 12,000 Total Distributed June to Oct, 2018 = 28,000

Total French Arts & Heritage Trail Guides received = 5000 Remaining as of Oct 16, 2018 - 0 Total distributed June to Oct 2018 = 5,000

Arts and Heritage Trail Guide Book Distribution Report

June 14th & 15th

- Van was rented to transport 99 boxes of trail guides; 87 boxes of English, 15 boxes of French 1. Cavendish VIC – 10 Boxes of English, 2 Boxes of French 2. Eptek Centre – 10 Boxes of English, 2 Boxes of French 3. Beaconsfield Historic House (½ box English guides) 4. Acadian Museum (½ biox English guides) 5. Orwell Corner Historic Village (½ box English guides) 6. Basin Head Fisheries Museum (½ box guides) 7. Elmira Railway Museum (½ box English guides)


8. Green Park Shipbuilding Museum (½ box English guides) 9. Rodd Crowbush – 5 boxes of English, ½ box French guides 10. Rodd Brudenell – 5 boxes of English, ½ box French guides 11. Mill River Resort – 2 boxes of English 12. Island Stoneware (Borden Carlton) – 2 boxes of English 13. St Peters - 10 english, 2 french 14. Wood Islands - 10 english, 2 french 15. Borden - 10 english, 2 french 16. West Prince - 10 english, 2 french 17. Souris - 10 english, 2 french Arts and Heritage Trail for Poster Distribution

Monday July 16th :

- We had 3 boxes of English trail guides and gave about 10-15 books per stop 1. VacationLand Rv Park 2. Bayside RV Campground 3. Cymbria 4. New Glasgow Highlands 5. RedRock Campground 6. Marco PoloLand 7. Cavendish Campground 8. KOA Cavendish 9. Cavendish Sunset 10. Twin Shores 11. Cabot Beach 12. Crystal Beach Tuesday July 17th: 1. Jellystone 2. Cornwall KOA 3. Campbell’s Cove 4. Red Point Prov. Park 5. Brudenell Prov Park July 18 Delivery to Queens County English guides 14 boxes : Dunes Gallery 2 boxes Hutchinson Pottery ½ box Brackely Beach Gallery 1 box The Great Canadian Soap 1 box Island Artifacts gift shp 1 box The Preserve Company 2 boxes Gaudaut Fine Wood 2 boxes Toy Factory 1 box Stanley Bridge gallery ½ box Village Pottery 3 boxes Malpeque Fine Iron 1 box July 26 - Western PEI 3 boxes Twisted Knickers ½ box


Red Rocks Pottery ½ box Thompson Woodwork 1 box Richmond Basket Weavers 1 box August 1, Easter PEI 9 boxes Fire and Water Gallery ½ box Artisan on Main Souris 2 boxes Log Cabin Arts and Crafts 1 box Red Point Campground 1 box Ferry Terminal Souris 2 boxes Messy Crow ½ box August 3 Easter PEI 6 boxes MacPhail Homestead 1 box Wood Islands Lighthouse 1 box Wood Islands Ferry Terminal 1 box Old general Store Murray River 1 box Artisans on Main Montague 1 box Pastime rug hooking 1 box August 22, Kevin delivery Gaudreau Fine Wood 1 Box Toy Factory 1 Box Victoria Playhouse 2 Boxes

Summary Positives:

● 105 new Facebook followers, 171 new Twitter followers, 434 new Instagram followers ● Videos were added to the site and new button created to access them. ● 33,000 guides in English and French were distributed ● 6,672 visitors to our website ● 376 downloads of the App

Negatives:

● 12,000 guide books not yet distributed

● Losing our Distribution funding

● App was not effective as searching capacity is limited for example: you can only search for a business name can’t search by interest such as jewelry, play..., Where would you like to start a tour only works for the few addresses already offered. Tour times do not coincide with reality, events that have already happened keep appearing etc


Recommendations

Strategies to increase brand awareness, value and engagement:

● Hire a person that will be the dedicated Arts and Heritage co-ordinator and that is a competent professional social media person. (20 hours per week)

● This individual will be in charge of Selling, bringing back members and engaging new members. As for Social Media, create continuous presences and allow engagement rates to rise during key vacation planning months over the winter. In addition promote the Arts & Heritage trail although the summer months, use videos (shorten) more efficiently in social media .

● App: will need to be evaluated ( focus group) to determine what needs to be changed, added and fixed so the app becomes a useful efficient tool, for example: All relative sights across PEI should be added to the app but if you are a member you also get a listing in the guide.Instead of customized tour options that aren't correct , create more Theme Tours to suit all needs.

● Develop a Pinterest social media account with beautiful photos of trial participants that link back to their listing on the website or to the trail website home page

● Re - evaluate the website to make it more useful to vacationers .

Strategies to increase print guide distribution :

● Find a constructive solution to the guide distribution issue that occured this year due to funding cut. In the past each location was visited multiple times every summer. This year we delivered the guides to only a few central locations and other participants were supposed to pick up there guides from these locations but generally did not. We suggest renting a van and delivering to all locations twice this coming season. And always have boxes at a few distribution centre available for pickup such as the Crafts Council etrc.

● As we have 12,000 guides left in storage , we recommend printing 30,000 English and 5,000 French guides.( may need to consider printing more guides in French as 2019 PEI is hosting the World Acadian Congress.

● Some locations where handing out old guides so make clear that the guides need to be recycled and only the new ones handed out.

● Distribution to B&B: Another recommendation we got from the board was to deliver these guides to bed and breakfasts across PEI as many of them like giving their customers advice on what to do on the island and this guide would answer that need.

● Saltscapes Show: The committee doesnt think its necessary to have a representative at the show , and recommends sending guides with the Tourism PEI booth as done in previous years.

Strategies to increase revenue from participants in the project:

● Sell more ads in the guide to participants and other related businesses ● Recruit more new businesses to participate


o c to b e r , 2 0 1 8 · 2018-10-31 · 17 campgrounds across pei. 3. saltscapes expo was attended...

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