tourism partnership of niagara 2015-2016 business & marketing plan … · 2019-12-20 ·...

Tourism Partnership of Niagara 2015-2016 Business & Marketing Plan

Moving Forward Together

2 Tourism Partnership of Niagara

3 2015-2016 Business Plan

Table of ContentsIntroductionBusiness Plan Framework and Process .............................................

Our Guiding Principles ...........................................................................

Our Vision, Mission and Values ...........................................................

Our Partners ..............................................................................................

2014-2015 Achievement Highlights ......................................................

MarketingOur Brand Story ......................................................................................

Research: Economic Outlook and Trends .........................................

Markets and Target Audiences ............................................................

Marketing Priorities and Approach ....................................................

Strategies and Actions...........................................................................

Industry Relations Objective, Strategies and Actions .......................................................

Governance and Administration Objective, Strategies and Actions .......................................................

Budget2015-2016 Core Budget .......................................................................

Measurement and TrackingPerformance and Activity Measures .................................................

Statistical Information Tracking and Reporting ............................

Our Team2015-2016 Board of Directors .............................................................

Standing Committees............................................................................

Management ............................................................................................

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Introduction


Business Plan Framework and ProcessTOURISM PARTNERSHIP OF NIAGARA

Marketing Industry Relations

Governance and Administration

Audience ConsumerMC&IT

Travel Trade Media

DMO’sAssociations

Operators

Board of DirectorsStanding Committees

Management,Ministry of Tourism, Culture and Sport

Measurement:Performance and Activities

VisitationTourism Revenue

Program ROI

Industry Satisfaction Survey

Participation from Stakeholders

Financial ManagementPolicy and Procedures

Peer Reviews

Framework

Planning Process

Input and Planning: October, November, December

Submission of Business Plan to Ministry: January

Inputs to Business PlanTrends & Implications

Guiding PrinciplesVision Mission Values

ResearchStakeholder FeedbackCommittees/Industry

Ministry & Staff

Strategic and Tactical Planning

MeasurementExecutions


Transfer Payment Terms and ConditionsRTOs are mandated to take a regional view, acting on the best interest of the entire region. They are not meant to replace or duplicate the efforts of the DMOs in the region, nor are they meant to be a collection of DMOs advocating for their own interests.

The Ministry expects that the funding provided to the Toursim Partnership of Niagara will be spent on interests of the entire region and in accordance with the transfer payment agreement. It is important to note that this funding cannot be divided proportionally among participating DMOs.

Continue to build the Niagara Canada brand by leading with experience and emotion while integrating sub-regional brands and experiences using a cascading approach.

TPN inspires the consumer, sub-regions fulfill.

Feature only DMO members in marketing communications.

TPN presents experiences and offers that link off to sub-regions to close the sale.

TPN and each partner undertakes their own social media initiatives.

TPN does not use the term Niagara Falls in paid search activity.

Support MC&IT initiatives through established TPN funding program.

TPN does not produce its own consumer events; supports sub-regions through partnership funding program.

Engage in Public and Media Relations for the benefit of all sub-regions.

Sub-regions to share booking and website traffic data to support TPN reporting.

Our Guiding PrinciplesFrom Tourism Partnership of Niagara

From the Ministry of Tourism, Culture and Sport (MTCS)


Our Vision, Mission and Values

Our PartnersThe Tourism Partnership of Niagara is a not-for-profit, industry led organization funded by the Ontario Ministry of Tourism, Culture and Sport.

It is through partnership and collaboration that TPN fulfills its mandate and generates economic benefit through tourism development for the region of Niagara, its people and surrounding communities.

Our Vision To become the #1 international tourism destination in North America by creating a Niagara discovery experience that is so naturally awe-inspiring, so vibrant, and so much fun that visitors can’t wait to be a part of it.

Our MissionTPN holds the trust of its members and partners all of whom expect and rightly deserve ethical conduct and fair dealing by all TPN employees, officers, directors and others engaged by TPN at all times.

Our ValuesThe ‘Business Conduct and Ethics’ policy establishes the expected minimum standards of conduct for all TPN employees, officers, directors and others engaged by TPN in the fulfillment of their responsibilities and performance of their duties.

All employees, officers, directors and others engaged by TPN must devote their full-time attention to the best interests of TPN and its members, partners and other key constituents to preserve, protect and enhance the reputation, integrity and trust of TPN at all times.

Source: Niagarasrto.com/Board-menu/code-of-conduct.

NIAGARA’SSOUTH COAST

NIAGARA’SSOUTH COAST

Niagara’sSouthCoast

Niagara’sSouth Coast

Sub-Regions

Ministry of Tourism, Culture and Sport

Ontario Tourism Marketing Partnership Corporation

Industry Operators and Associations


TPN together with assistance from the Ministry of Tourism, Culture and Sport participated in an organizational development exercise to help clarify roles and responsibilities between TPN and its partners. A collaborative effort was made resulting in a stronger governance model for the organization. The implementation of theserecommendations commenced in the summer of 2014.

Referrals and Leads Generated to Partners (April1 to December 31, 2014)

49,546 Clicks to Partners sites

Marketing ExcellenceTPN was once again recognized as a finalist with two award nominations at the Ontario Tourism Marketing Partnership Corporation's Marketing Awards of Excellence celebration in the fall of 2014 in the following categories:

Tourism Advertising - 2013 Annual Marketing Campaign

Printed Collateral Material - 2013 Niagara Travel Magazine


2014-2015 Achievement Highlights

26 niagara. a place of wonders...big and small.

Can one place be steeped in tradition and cool at the same time? Is there anywhere you can take the kids that will fi ll their days with action and interest but also provide sophisticated adventure? Historic wonders or hip excitement? Niagara Falls has both, in spades.BY BARBARA RAMSAY ORR

historic & hipNIAGARA FALLS

Location

27 visitniagaracanada.com

Go to visitniagaracanada.comfor more itinerary ideas.

nIaGara Falls aT nIGHT.

TRAVE L

cana

da

niagara

www.niagarasrto

.com

2,915 Total Book Now

Referrals

6,231 Total Offer clicks (offer program start date:

July 18, 2014)


Marketing


Our Brand Story

2012

Y-PARTNERSHIPStrategy Developed

LOGO DEVELOPMENT AND BRAND POSITIONINGvisitniagaracanada.comA place of wonders...big and small

TELEVISION COMMERCIALS,RADIO & PRINT LAUNCHEDBrand creative developed

FIRST EDITION OF CONSUMER MAGAZINE

WEBSITE Consumer website developed

NIAGARA BRAND INTRODUCED

PRE-NIAGARA BRAND ESTABLISHMENT

Campaign: May - June PRE-BRAND DEVELOPMENT

Our spring fling packages are the best way to enjoy

short stays and getaways in Niagara. Feel the

thunder of the Falls. Savour the flavours at a wine

country cooking class. Dine out with our culinary stars.

Sip and sample along the Wine Route. Try your luck

at our casinos and enjoy world-class theatre in the heart

of wine country. Discover our charming small towns.

Stay at a luxury inn, a charming B&B, or a hotel

overlooking the Falls – whatever your budget, you’ll

find ideas about where to go and what to see,

easy-to-book packages and special offers, all online.

There’s no better time than spring for a romantic

getaway or good times with good friends in Niagara.

LEFT HAND PAGE: CLOCKWISE FROM TOP: Breathtaking floral displays in Niagara-on-the-Lake; Take a wine country cooking class; Wineries of Twenty Valley; World-class theatre, Shaw Festival Theatre: Steven Sutcliffe, Moya O’Connell and Marla McLean in AN IDEAL HUSBAND (2010), photo by David Cooper; On the golf trail. RIGHT HAND PAGE: CLOCKWISE FROM TOP: Scenic wine country drives in Niagara-on-the-Lake; Wine and dine; Experience fine dining; The thundering Falls; Gaming excitement at our casinos.

From luxury weekends for couples and friends to budget-conscious getaways for families.

The very best of the Niagara you know...and the Niagara waiting for you to discover.

getaway packages200

1 2

3 4

5 6

2011 Spring Flings

2012


20132013

2014

WEBSITE HOME PAGERealignment

INTRODUCTION:OFFER BASED MARKETING

WEBSITEUpdated for mobile responsiveness

NEW HELI FOOTAGEFor television and video

CONSUMER MAGAZINE AWARDOTMPC Tourism Printed Collateral Material Award

28 niagara. a place of wonders...big and small.

NIAGARA DISCOVERIES I GREAT DRIVES

battlefield where the hero was killed in action—the same

battlefield from which heroine laura secord retrieved

her wounded husband a year before she embarked on

her famous trek to warn the british of an impending

american attack.

two centuries later, war zones are now vineyards and

orchards. Famous wineries—inniskillin, reif estate,

peller estates, riverview cellars, the ice House and

lailey vineyard—tempt us with tours and elegant

lunches. roadside fruit stands beckon with displays of

fresh peaches that seems to glow in the late afternoon

sunshine. Kurtz orchards is a particular favourite for

local cherries, many of which will be eaten on the

way home.

With such deep history, it’s not surprising that Niagara-

on-the-lake, the parkway’s northern terminus, is

famous for its antique shops and venerable old inns.

its many ghosts inspire nighttime tours of the old

town and the reconstructed Fort george. by day, its

flower-decked main street throngs with shoppers

and theatregoers taking in a play at one of the shaw

Festival’s four theatres. like us, they will want to

linger, watching the river emptying into lake ontario,

sipping wine on a patio and strolling in the shade of

the sycamore trees. the drive has been a delight, but

so is the destination.

For more information visitwww.niagaraparks.com www.inniskillin.com www.reifwinery.com www.peller.com www.riverviewcellars.com www.theicehouse.ca www.laileyvineyard.com www.friendsoffortgeorge.ca/ghost.htmwww.niagaraonthelake.com www.shawfest.com www.kurtzorchards.com

Niagara Parkway, Niagara-on-the-Lake. Photo credit: Cosmo Condina/The Image Bank/Getty Images

29 visitniagaracanada.com

2014

1 2

3 4

5 6

Brand Story

BEYOND THE BRAND

NIAGARA BRAND ENHANCEMENTS


Using the most up to date research available from the Ontario Tourism Marketing Partnership Corporation a five year forecast was developed that clearly indicates that US border and Other US markets are the primary growth markets for travel to Ontario outside of overseas markets. The OTMPC has prioritized their marketing efforts on these markets for the 2015-2016 year.

Visitor Expenditures by Origin 2012 Actual and 2017 Forecast

Market 2012 2017 Forecast Growth2012-2017

%Change 2012-2017

Ontario $13,809B $16,753B $2,945B 21%

Other Canada $2,262B $2,507B $245B 11%

US Border $1,848B $2,873B $1,025B 56%

Other US $1,491B $2,083B $592B 40%

Total Overseas $2,912B $5,758B $2,847B 98%

Distribution of Visitor Spending by Region Toronto and Niagara rank 1st and 2nd respectively for highest visitor spending in Ontario by region.

Source: Statistics Canada, Travel Survey of the Residents of Canada 2012, International Travel Survey 2012; Ontario Ministry of Tourism, Culture and Sport Travel Outlook 2012

Exchange RatesThe Canadian dollar is currently trending around the 90 cents US range encouraging Canadians to stay in Canada for their vacations while making Ontario and the Niagara Region a more cost-effective destination for American travellers.

Economic Outlook for Ontario

Research: Economic Outlook and Trends

24% Toronto (RTO5) tourism spending in the province for Leisure Travel (2011)

15% Niagara Region (RTO2) tourism spending in the province for Leisure Travel (2011)


Projected Visits to Ontario From US Near and Mid-MarketsUS as an Opportunity Market:

Market Trends US

Millions of Visits 18+

Near Markets: 11.2 Mid-Markets: 32.9

Detroit 3.2 New York 14.8Boston 3.4

Philadelphia 3.8

Washington, DC 4.2

Chicago 6.7Cleveland: 1.6

Cincinnati: 1.5

Columbus: 1.3

Buffalo: 0.9

Rochester: 0.8 Syracuse: 0.5

Pittsburgh: 1.9

Source: OTMPC Market Growth Projections 2012-2017



US Consumer Propensity to Travel Outside of US and to the Niagara Region41% of Americans state they are familiar with the Niagara Region and that they are very/fairly interested in

travelling to the Niagara Region in the next two years BUT when question focuses down to INTENTION to visit the

Niagara Region it drops to 13% . Source: TNS Travel Intentions Study, February 2014, TNS

Visitor prospects with highest income level >$150K are travelling with 100% of respondents in this income bracket

stating they have travelled in last year. At $100K income levels, 42% have NOT travelled in last year. Source: Travel Habits of Americans, September 2014, Skift.

Near Markets vs. Mid-Markets Highest prospect US travellers are more specifically defined as repeat visitors who can travel by car, which supports a focus on US drive markets. Source: PhoCusWright/TIAO/CTC

In the US mid-markets, Ontario continues to have a low profile as a potential destination with limited knowledge about what Ontario has to offer. Source: OTMPC Environmental Scan 2013, OTMPC

How interested would you be in taking an overnight pleasure trip to each of Ontario’s regions within the next two years?BORDER/NEAR US MARKETS

45% very interested in visiting Niagara Falls and Wine Country

32% somewhat interested in visiting Niagara Falls and Wine Country

Niagara ranks #1 vs. all other Ontario regions. Second highest was Toronto at 18% in ‘very interested in visiting’ category. Source: OTMPC Consumer Insight Research US Market Overview, August 2014, OTMPC

‘Ontario should continue to direct attention to NYC as a key mid-market target. Toronto is a main focal point and ties to other regions will deepen the offer and underscore uniqueness...Toronto is positioned to grow in the longer term’ Source: OTMPC Travel Intentions Study, February 2014, OTMPC

MID-MARKETS

41% very interested in visiting Niagara Falls and Wine Country

32% somewhat interested in visiting Niagara Falls and Wine Country



#2 RANKED

EXPERIENCE

See well-known natural wonders at 27%

#6 RANKED

EXPERIENCE

Shopping at 17%

#5 RANKED

EXPERIENCE

Food and wine experience at 20%

#8 RANKED

EXPERIENCE

Historical education of area at 13%Fresh water beaches at 13%Art galleries/Museums at 13%

#7RANKED EXPERIENCE

Events/Festivals at 14%

#9 RANKED EXPERIENCE

Gambling/Gaming at 12%

#10 RANKED EXPERIENCE

Outdoor activities at 11%

#11RANKED EXPERIENCE

Experiencing cultural performances at 10%

% indicating as one of top three activitiesSource: OTMPC Consumer Insight Research U.S.Market Overview August 2014

Experiences most interested in for pleasure travel


Brand Name Awareness 43% of Americans stated they were aware of the “brand name” Niagara, Canada…A Place of Wonders Big and Small, ranked highest; next closest was Toronto and Ottawa at 26% and 21% respectively.

54% of Canadians stated the same, second to Ottawa (Canada’s Capital). Source: OTMPC Travel Intentions Study, February 2014, OTMPC

Niagara Falls/Niagara-on-the-Lake is ranked fifth in “top of mind appeal” in comparison to other Canadian destinations This means that when asked for their top three destinations when considering a vacation to Canada, respondents mentioned Niagara as a destination fifth most frequently. This puts us in the top five with the three largest urban centres in the country (Toronto, Vancouver and Montreal) and a province (Quebec). Niagara outranked Toronto, Banff, Ottawa, Whistler and Quebec City in this regard.

Niagara Falls is tied with Vancouver for third as the “city or attraction most likely to be visited” by those thinking about a trip to Canada. Niagara Falls ranks only slightly behind Montreal and not far behind #1 ranked Toronto; notably, it also outranks Quebec City, Banff and Ottawa by a significant margin.

“Toronto and Niagara are well developed as tourism brands"The regional portfolio is intriguing to both Americans and Canadians but familiarity is often insufficient to action latent interest in the near term. Source: OTMPC Travel Intentions Study, February 2014, OTMPC

Awareness of Niagara as a Travel Destination

Research Economic: Outlook and Trends


Competition With the establishment of ‘BRAND USA,’ for the first time the US has a nation-wide marketing organization with robust public and private funding. One of the first target markets was and continues to be Ontario, which can continue to contribute to Ontarians visiting the United States instead of competing Ontario destinations.

Toronto and Ottawa as regional destinations continue to attract Ontario travellers for weekend /short stays and offer robust offers that continue to resonate with consumers.

Travel Behaviour Travel behaviour trends support the near market argument that consumers are spending less by taking fewer or shorter trips, travelling to nearer destinations and cutting back recreational spending. Source: OTMPC January 2013 Environmental Scan, OTMPC

Propensity to Travel 42% of Canadians stated intent to travel within Ontario in March-May of 2014 - 19% to Niagara.

Of this 42% , TOP 3 Ranked were: 52% other Ontario; 50% Ottawa; 49% Toronto.

Niagara Falls (this is how it is defined in the research) ranked #3 after United States and elsewhere in Ontario other than Ottawa and Toronto. Source: TNS Travel Intentions Study February 2014, OTMPC

Market Trends Ontario

42% of Canadians who stated intent to travel within Ontario from March-May of 2014, Montreal ranked 4th at 27%. Source: TNS Travel Intentions Study February 2014, TNS

Outside of Ontario, Quebec remains Ontario’s largest source domestic market. Quebecers perceive Ontario as a reasonably appealing and safe destination, but indistinguishable from Quebec’s own tourism offerings, which are closer and less expensive. Source: OTMPC 2013 Environmental Scan , OTMPC

Quebec is a drive market where few of TPN’s competitors are focusing.

Market Trends Quebec



Consumer Trends Continue to Dominate Tourism Marketing Tactics

Online/Search The web is a fundamental source for travel inspiration. There is a significant competitive advantage to develop strong digital strategies to reach consumers early and inspire new travel before the consideration phase of the travel purchase cycle.

As a source of inspiration for new travel, internet is selected by 62%.43% of respondents researched a destination/hotel/flight or vacation as a result of seeing an online ad.

Search remains the #1 source for leisure travellers relied on by 60% of travellers’;

58% said ‘I always start my travel planning process with search.'

DMO sites do not rank in the Top 7 online sources (lists populated by brand, travel review, map and online travel agency sites).

Source: 2013, Google's Traveler Study

Multi-Screen WorldTravel planning is no longer limited to a single screen. Travellers are moving sequentially across devices to complete tasks, often with search being the unifying activity.

Marketers need to connect with travellers across devices as travel intention action can directly or indirectly result from previous research or activity on another device.

MOBILE ADVERTISING IMPORTANCE

Ads on smart phones help travellers remember you and to take action.

68% of travellers recall ads viewed on smart phones and

71% take action (higher than desktop)


MOBILE ADVERTISING TOP ACTIONSAs a result of seeing travel-related advertising on a smartphone,

30% looked for more information on their device,

25% clicked through,

24% visited the advertisers website



Online VideoOnline video can now be considered the traveller’s constant companion. The development and promotion of video content that can bring the sights and sounds of the destination to the consumer as well as leveraging user-generated content to allow advocates to tell their story is an important consideration.

USAGE INCREASING


Social MediaWith the increase in social media, online word of mouth is vital to successful organic referrals, leads and conversions.

82% of travellers trust recommendations from friends and family

74% of U.S. travellers have a Facebook profile

1 out of 3 travellers reference social media as a main source of travel ideas and inspiration

In 2012, the top story being shared by Facebook users was travel experiences. They accounted for 42% of the stories shared to users' Facebook timelines (more than double that of the next category)

Source: 2013 Portrait of American Travellers, MMGY Global/Harrison Group

VIDEO INFLUENCES AND PROMPTS ACTION

VIDEO IS KEY THROUGHOUT THE TRAVEL PURCHASE CYCLE

66%

60%

65%

58%

63%

49%

of leisure travellers view when thinking about taking a trip

say online video inspired them to think about planning a vacation

when looking for specific activity ideas at a destination

say it influenced where they decided to travel

when choosing a destination say it prompted them to visit the website of the advertiser

51% of travellers watching online videos



Key Trends and Implications

Trend Implication

Markets US mid-market and Quebec are opportunity markets offering new traveller prospects.

US near markets and Ontario offer strong repeat traveller prospects.

Prospects in drive markets support consumer travel behaviour trend to take more trips for shorter duration at higher frequency levels.

TPN needs to target consumers strategically with the right positioning/content per market, per category of traveller prospect.

Economics/Demographics

Ontario’s share of visits will remain stable through 2017 BUT visitor expenditure by origin is shifting away from Ontario to US and international markets where market growth is projected.

High income consumers >150K per household are travelling 100% of time vs. only 42% of 100K households are travelling.

Extending length of stay is important call to action for US and International consumers.

Luxury market is an opportunity market for Niagara Region.

Brand Awareness and Propensity to Travel

Brand awareness/familiarity of Niagara as a destination is high but intention to take action and travel to destination is low.

TPN needs to engage consumer beyond inspiration stage of travel purchase cycle with strong engagement tactics.

Technology Internet consumption is portable and seamless across a variety of devices, not just PC.

Internet offers access to unlimited content that is being produced to influence purchase decisions.

Social media continues to highly influence travel purchase decision by push/pull of content generation and consumption.

TPN needs to make its content offerings from www.visitniagaracanada.com and other owned media assets accessible across a range of devices and places so it can be relevant to consumers when and where theyneed it.

Consumer engagement through content and social media channels is a brand building opportunity.

Experiences/Products

Niagara Region offers 10 of top 13 experiences most wanted by US travellers.

TPN needs to balance generic brand-sell messaging with specific experience and trip motivator messaging in order to target consumers effectively.



Markets and Target Audiences

MATURE

GTA

US Near Markets (4 hour drive)

OPPORTUNITY

Quebec (Montreal)

New York City & surrounding suburbs

ENGAGED

Consumers opted intodatabase

Our Markets

Our Target Audience

Families Couples

Families and Couples with a propensity to travel


ApproachTPN will develop time bound campaigns that may be defined by trip motivator, season, target market, audience, travel occasion, etc.

Campaign objectives will focus on fulfilling the RTO's role in moving the consumer through the Travel Purchase Cycle. Campaigns will integrate our messages across multiple channels consistently to extend our reach and deepen our engagement levels with consumers; and will provide to continuity for the consumer experience.

Results will be tracked, analyzed and reported on a per campaign basis.

Regional Tourism Marketing: TPN's Role in Travel Purchase Cycle

OTMPC

TPN

DMO's

OPERATORS

Marketing Priorities and Approach

e.g. Brand advertising, website,SEM/SEO, media relations,events, etc.

e.g. Paid advertisiing, media relations, e-marketing

e.g. E-marketing, recommended itineraries and drive to online bookingSource: OTMPC

e.g. Visitor centres,mobile

e.g. Social marketing,user generated content,spokespeople and celebrity endorsements

Marketing Priorities

awareness

awareness

consideration

consideration preference intention planning

preference intention planning

preference intention planning

consideration booking

booking visitation


Each campaign will integrate an appropriate mix of paid, owned, earnedand shared media to extend reach and maximize ability to connect and engage consumers across multiple channels.

Consumer Marketing

Examples includeMedia relations

Blogger relationsInfluencer relations

Examples includeWebsites / mircrosites

BlogContent

E-marketingCollateral

Examples includeBroadcast advertisingPrint advertisingDigital advertisingSocial advertisingMobile advertisingBroadcast integrationPaid influencers

Examples includeSocial mediaWord of mouth

TOURISM PARTNERSHIP OF NIAGARA

EARNED PAID

OWNED SHARED

Marketing Priorities and Approach


Strategies and ActionsTOURISM PARTNERSHIP OF NIAGARA

PositioningEnsuring the right message is delivered to our target audience in our target markets.

OUR ACTIONS

on brand awareness messaging and promote our strongest /iconic experience offerings.

repeat visitation to Niagara with ‘get away’ messaging and content that targets specific audience segments/trip motivators.

media audience who have moved beyond the awareness stage of the travel purchase cycle to preference and even planning/booking.

relevant to the specific audience segment.

Paid MediaDrive investment efficiencies and placement effectiveness through strategic market and audience targeting.

OUR ACTIONS

executed on a per campaign basis ensuring the right media mix is used to impact desired result.

portion of TPN’s paid media budget.

search term restriction (TPN Guiding Principle).

EngagementDeepening relationships with consumers to move them further down the path to purchase cycle beyond the inspiration stage is critical to increasing conversion.

Content: TPN will bring the Niagara Canada brand to life through the use of compelling content, digital and video assets.

Distribution: TPN will distribute content through multiple channels in order to reach consumers when and how they want across the Travel Purchase Cycle.

Social Media: TPN will develop programs within each campaign to inspire visitors to share their Niagara experience to influence others to visit.

OUR ACTIONS

experiences that will be integrated into our campaigns.

branded experience verticals that reflect trip motivators for travelto the region.

owned channels and that offers content that can be segmented to reach specific target audiences.

impressions and influence referrals.

conversion with partner led offers and sign-up incentive tactics.


Leveraged PartnershipInvestmentSupporting our sub-regional partners through investment in consumer and MC&IT Travel Trade programs and events.

OUR ACTIONS - CONSUMER EVENTS AND PROGRAMS

the region.

management processes to improve TPN's operational efficiencies and results.

OUR ACTIONS - MC&IT/TRAVEL TRADE EVENTS AND PROGRAMSInvest in events/programs that will expose the Niagara Region to the most influential buyers of business and leisure travel product.

To date the following initiatives have been planned

NIAGARA FALLS TOURISM

Convention Funding Convention Bid Support Initiatives

OMCA 2015 Reception Sponsorship in conjunction with 2016 Niagara Conference

Trade Show Enhancements CTC ASAE Marketplace

Association Forum Ignite IBE Show IncentiveWORKS MPI WEC Signature FAMS Spring Rejuvenation Outbound Sales Missions and Events Chicago Sales Mission Washington Sales Mission Advertising Initiatives Magazine Advertising

Product DevelopmentEnhance the visitor experience through well-designed tourism experiences that meet current and future customer demand.

OUR ACTIONS

and collaborating with regional stakeholders who are currently leading the development of cycling tourism for the region.

improve the visitor experience or drive visitation to the region.

channels effectively.

Strategies and Actions


Industry Relations


Objective, Strategiesand Actions

Engage Niagara’s tourism industry in meaningful communications.

OUR ACTIONS

e-updates to our database with relevant information.

information and frequent content updates.

to engage.

activities, encourage relationship development.

ObjectiveTo work together as a tourism community to build our capacity to drive an effective tourism economy for the Niagara Region.


Increase the skill and experience of tourism industry professionals

OUR ACTIONS

Program by recruiting new industry participants and renewing interest with existing program partners.

Program that will educate participants on all directional knowledge and transportation options for travel to and throughout the region.

and increase knowledge capacity on a subject matter relevant to industry needs.

Provide Advocacy, Marketing and Knowledge Leadership

OUR ACTIONS

government and industry partners who are actively participating in major product development and/or infrastructure improvement initiatives for the Region.

campaign that will benefit the region.

research initiative to measure Niagara Region market share of tourism revenue generated as compared to other Ontario tourism regions.

organizations to share and lead best practice management processes, research and success stories.


Work with industry partners to strengthen engagement levels with TPN Partner Benefits

OUR ACTIONS

‘offer’ implementation.

discuss how TPN can improve processes for working together.

communicate and educate.

increase capacity to convert leads generated from TPN consumer website and e-marketing initiatives.

Partner Benefits

Partner Benefits

Con't Strategies and Actions

Objective, Strategies and Actions

Promotion of offers on TPN consumer

website and database Collaboration and consultation with industry peers through facilitated meetings and communications

Participation in co-operative marketing initiatives

Project support through Ministry led ‘Partnership Matched Funding Program’

Access to insights derived from TPN research initiatives and statistical reporting

from government and private industry sources

Access to digital library and its images for use in

promotional material

Event listings on TPN consumer and industry websites

OfferPromotion

InsightAccess

Communications

Co-op Opportunities

Funding

ImageAccess

Event Listing


Objective, Strategiesand Actions

Develop an effective Board of Directors

OUR ACTIONS

continuous improvement recommendations.

continuous improvement initiatives.

existing developmental stage of the Board.

applicable.

ObjectiveTo build a reputation for organizational excellence that fosters continuous improvement.


Continually Improve Operational Policy and Procedures

OUR ACTIONS

recommended, at minimum annually prior to AGM.

reflect their role and responsibilities.

Maintain strong and professional financial management practices

OUR ACTIONS

delivery outcomes; make recommendations on findings.

monthly and as required.

Budget


@ $3,566,000 (excludes HST)

Budget Category Amount % of Core Budget Confirmed Commitments


Governance and Administration $500,000 14%

Contingency $50,000 1.4%

Consumer Marketing

Marketing Communications(advertising, social media, content/creative development, e-marketing, website)

$1,938,000 54% Digital Magazine cost TBD

Event Support and Sponsorship: General

$350,000 10% NYE Niagara Falls @ $50K

Event Support and Sponsorship: Sports

$100,000 3.6% U18 World Hockey @ $40K

Product Development $20,000 0.6% Cycling

Research

Market Research $75,000 2% TNS @ $60KSTR Reports @ $3.1KCities Data @ $6.5K

Trade Marketing

MC&IT/Travel Trade $500,000 14% RVC Niagara Falls @ $200,000

Industry Relations

Communications $12,500 0.4%

Workforce Training $15,000 0.42%

Investment Attraction

Investment Attraction $5,000 0.1%

15%

68%

2%

14%

1%

2015-2016Core Budget

Measurement and Tracking


Performance and Activity MeasuresMarketing Activity Measures

Activity Measure 2014-2015 Actual 2015-2016 Target Target Increase

Paid Media

Total Impressions (Overall, Media Type/Campaign/Market)

E-marketing

Number of E-blast Campaigns

Total E-Blasts Deployed (by E-Blast, Accumulated Total)


Marketing Performance Measures

Performance Measure 2014-2015 Actual 2015-2016 Target Target Increase

Paid Media(Overall, Media Type/Campaign/Market)

Average CPM

Digital Advertising – Clicks, Average click-through rate, Pre-roll video completion %, Cost per click where applicable

Consumer Website/Microsites

Total Sessions (By month and accumulated total)

New Visitors (%)

Number of Referrals to Partner Websites (Leads)

Number of Referrals to Partner Offers (Leads)

E-Marketing

Open Rate (%, per deployment and overall average)

Click-Through Rate (%, per deployment and overall average)

Consumer Database

Total consumer opt-ins

Increase in Database Total Over Previous Year (%)

Performance and Activity Measures


Con't Marketing Performance Measures


Social Media Channels

Facebook

Number of Page Likes

Increase in Page Likes Over Previous Year (%)

Impressions

Reach

Engagement

Twitter

Number of New Followers

Increase in Followers Over Previous Year (%)

Impressions

Reach

Engagement

YouTube

Number of New Subscribers

Increase in Subscribers Over Previous Year (%)

Views

Engagement



Con't Marketing Performance Measures


CAMPAIGNS* (All measures below from TPN initiated research through TNS or random OTMPC research that is not guaranteed)

Campaign Effectiveness (Overall)

Aided Campaign Recall (By Tactic)

Unaided Campaign Recall (By Tactic)

Conversion Amongst Those Recalling Campaign

Impact on Brand Perceptions

Aided Brand Awareness

Unaided Brand Awareness

Consumer Events and Programs

# of events/programs

# room nights

# out of market visitors

# of impressions generated for Niagara Canada

Events and Programs: MC&IT/Travel Trade

# of events/programs

# total room nights generated

# total conference attendees

# Total RFP Requests

# Total Bids Secured



Industry Relations Measures

Activity Measure 2014-2015 Actual 2015-2016 Target Target Increase

Stakeholder Satisfaction Survey(Conducted by Ministry)

# e-updates delivered

# in industry database

Attendance at Stakeholder Event

# new Niagara Ambassadors

# of new Niagara Ambassador companies participating

Attendance at workshops/presentations

Process and Service Delivery Improvements Implemented

# Meetings attended with government/industry re: Investment Attraction and Product Development



Governance and Administration Measures

Activity Measure 2014-2015 Actual 2015-2016 Target Results

Attendance Levels at Board Meetings

TPN Board of Directors Code of Conduct Compliance: # infractions recorded

Attendance at training workshop

# of and specific changes to Governing By-Laws

# of and specific of changes to Policy and Procedures

Successfully complete financial audit annually

# of supplier contracts reviewed

# of supplier contracts renewed or new procurement results

Value/service delivery increase/decrease or cost savings/expense increase as a result of supplier contract negotiations



Statistical InformationTracking and Reporting

Research Publication or Source Specific Activity Tracked

Smith Travel Reports Hotel Occupancy, ADR, RevPar specific to Niagara Region (proprietary)

Cities Data City based comparative statistics on volume, value and varied characteristics reported annually

OTMPC Ad hoc as it becomes available

Ministry of Tourism Culture and Sport Hotel Occupancy Trends Reports: Niagara Region year over year

Ministry of Tourism Culture and Sport Hotel Occupancy Trends Reports: Niagara, Ontario and Canada comparatives

Our Team


2015-2016Board of DirectorsANTHONY ANNUNZIATAVice President of MarketingMarriot Fallsview and Spa/Sheraton Fallsview Hotels

TISH DIBELLONIAManaging Partner Americana Conference Resort & Spa

ANNA DICIENZOVice President of SalesCanadian Niagara Hotels Inc.

RICK DRITSACOS (Treasurer)Owner Operator Comfort Inn Fallsview

REGINA FOISEYSenior Marketing Manager Wine Council of Ontario

JIM GRAHAM Director of MarketingHilton Niagara Falls

JODY LAROSE (Ex-Officio)Executive DirectorTourism Partnership of Niagara

JOHN LOHUISGeneral Manager Niagara Parks Commission

ANNE MATIUSCHUKInterim ChairNiagara South Coast Tourism Association

GREG MEDULUN Director of Communications Fallsview Casino Resort

SUE MURRAYPresident, Niagara Finest Inns

DAVID OAKES Director of Economic Development & Tourism ServiceCity of St. Catharines

VALERIE TAYLORDirector of Marketing & Communications and Sales Shaw Festival Theatre Foundation Canada

JANICE THOMSON (Chair)Executive Director Niagara-on-the-Lake Chamber of Commerce and Visitor & Convention Bureau

WAYNE THOMSON (Vice-Chair)Chair Niagara Falls Tourism

HELEN YOUNG (Secretary)Inn Keeper, Inn on the Twenty

Standing CommitteesJANICE THOMSON (Chair)Executive Director Niagara-on-the-Lake Chamber of Commerce and Visitor & Convention Bureau

RICK DRITSACOS Owner Operator Comfort Inn Fallsview

HELEN YOUNG Inn Keeper, Inn on the Twenty

WAYNE THOMSON Chair Niagara Falls Tourism

JODY LAROSE Executive DirectorTourism Partnership of Niagara

Executive Committee


ManagementJODY LAROSEExecutive Director

KARIN JAHNKE-HASLAMDirector, Corporate Services

MARKETING MANAGERTBD

JAMIE LYNN BARANYICommunications Coordinator

VALERIE TAYLOR (Chair)Director of Marketing & Communications and Sales Shaw Festival Theatre Foundation Canada

ANTHONY ANNUNZIATAVice President of MarketingMarriot Fallsview and Spa/Sheraton Fallsview Hotels

TISH DIBELLONIAManaging Partner Americana Conference Resort & Spa

ANNA DICIENZOVice President of SalesCanadian Niagara Hotels Inc.

JIM GRAHAM Director of MarketingHilton Niagara Falls

ANNE MATIUSCHUKInterim ChairNiagara South Coast Tourism Association

GREG MEDULUN Director of Communications Fallsview Casino Resort

SUE MURRAYPresident, Niagara Finest Inns

JOHN LOHUISGeneral Manager Niagara Parks Commission

LOUD+CLEAR ADVERTISING

RICK DRITSACOS (Chair) Owner Operator Comfort Inn Fallsview

DAVID OAKES Director of Economic Development & Tourism Service City of St. Catharines

CAROLYN TEUTENBERG, CADurwood Jones Barkwell

Niagara-on-the-lakeSUE MURRAYPresident, Niagara Finest Inns

JANICE THOMSON Executive Director NOTL Chamber of Commerce and Visitor & Convention Bureau

Niagara South CoastANNE MATIUSCHUKInterim ChairNiagara South Coast Tourism Association

ROB BODNERChair, Niagara South Coast Tourism Association

Niagara FallsTONI WILLIAMSDirector of Operations and Consumer Marketing, Niagara Falls Tourism

VITTORIA WIKSTONDirector, Business Development Niagara Falls Tourism

WAYNE THOMSON Chair, Niagara Falls Tourism

St. Catharines/Twenty ValleyLIZ FRITSHAWTourism Marketing OfficerCity of St. Catharines

JD PACHEREVAExecutive DirectorTwenty Valley Tourism Association

Marketing Committee

Finance and Audit Committee

Sub-Regional Partner Committee

Standing Committees and Management


5881 Dunn Street, Niagara Falls, ON L2G 2N9 www.niagarasrto.com

TOURISM PARTNERSHIP OF NIAGARA

tourism partnership of niagara 2015-2016 business & marketing plan … · 2019-12-20 ·...

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