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