Tourism Vancouver Island

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Tourism Vancouver Island

• 2010 Winter Olympic
• Marketing Plan

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2010 Task Force Committee Karen Bonell,
Chair Dave Petryk, Bobbi-Jean Goldy and Denise Le
Gal, Melissa McLean, Meaghan Cursons, Hannah
King, Blaine Sepos, Joan Miller, Wendy
Klyne Interface with Tourism British
Columbia Consultation is important for all
strategy areas 1) Media 2) Trade
3) Consumer

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Task Force Objective

• To leverage the 2010 Winter Olympic games by
  effectively coordinating opportunities to
  maximize Vancouver Islands exposure and thus
  increase tourist visitations and revenue.

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Areas of Engagement

• 1.      Media Relations 
• 2.      Torch Relay 
• 3.      Opening and Closing Ceremonies 
• 4.      Travel Trade 
• 5.      Presence in 2010 
• 6.      Presence in Beijing 2008 
• 7.      Corporate Sponsorships 
• 8.      Partnerships
• 9. Paid media consumer / spectators

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Media Relations

• Media Relations is the primary focus of
  Tourism Vancouver Islands marketing strategy.
• Media is also the largest investment for TBC.
  
•  Overall Goals
• Generate consumer awareness before, during and
  after the games
• Ensure efforts are coordinated to avoid
  duplication Work closely with Tourism BC
• Provide a legacy of working relationships and
  partnerships
• Shape and influence messages (not just the great
  white north)

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Media Strategy

• Timelines
• 2008 Preparation for Media
• 2009 Destination stories, gearing up for
  Olympic year
• 2010 Sport Media focus

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Unaccredited Media Work hard / Play hard people!

• Unaccredited Media Tier 1
• Media who reside in key markets and are critical
  to success beyond 2010
• Key broadcasters who are non-rights holders, but
  still have the potential for huge reach
• Unaccredited Tier 2 
• Media who reside in key markets that have limited
  2010 potential
• Will react to strategic opportunities on a
  one-to-one basis
• Unaccredited Tier 3
• Unaccredited media who are not in key or emerging
  markets.

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Accredited Media

• Accredited Tier 1
• Comprised of accredited media who reside in key
  markets. Markets where TBC intend to lead with a
  2010 message.
• Pro-active in developing and nurturing
  relationships with this very important group.
• TBC will provide media tools in their language
  press kits and web
• Exclusive b-roll required 
• One-to-one story development
• Invitations / hosting on press trips that will
  result in destination coverage

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Geographic Markets

• Britain
• USA
• Germany
• Canada
• Japan
• Australia
• Korea
• China Hong Kong
• France

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Accredited Media

• Accredited Tier 2
•  
• Mexico
• Russia
• Taiwan
• Scandinavia
• Netherlands
• Emerging areas of USA (Texas, Florida, Arizona
  and the Mid-West)

• Accredited Tier 3
•  
• Media who are not in key geographic markets
• Will be assisted through TBC websites
•  

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Tactical Activities Media Relations

• Collateral needs determined for media
• FAMS a priority - Industry support critical
• Media Book for Vancouver Island with story ideas
  and Key messaging

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Torch Relay

• We want Vancouver Island to be part of the torch
  relay!
• Tourism Vancouver Island will express keen
  interest as to how to get involved in this event.
  
• Vancouver Island Spirit Committees work closely
  with these groups

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Opening and Closing Ceremonies

• VANOC is responsible for these ceremonies.
• Is there an opportunity for community input? Be
  a part of it if there is the opportunity.

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Travel Trade

• Travel Trade Planning Session with TBC scheduled
  for Nov/07
•  
• Details of plan will include
•  Needs established from Travel Trade
•  Determine Message
•  Determine which tools

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Presence in 2010

• Taste of Vancouver Island
• ? Tie into British Columbia tourism experience
• Day / Night focus on Entertainment
• Private Event for targeted media
• è    Identify budget required, resources,
  partners

• Media Info Centres    
• 1. Unaccredited Centre (Robson Square)
• 2. Accredited Centre
• Work with TBC to ensure a strong presence.
• Information Kiosks (converted VW Van)

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Presence in Beijing 2008

• Ideas
• è    Tourism Night media, VIPs
• è    Info Centre Support - Potential to staff,
  provide collateral
• è    Road show - Gaangzhon, Shanghai
• è Spirit 2010 Community Committees - Vancouver
  Island sending a delegation
• è    Continue to build relationship with media
• è    BC Centre ensure we have a visual presence

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Corporate Sponsors and Partnerships

• Establish key partnerships and sponsorships for
  increased leveraging
• Transportation
• Accommodation
• Food
• First Nations
• Financial
• Energy
• Media
• MORE!

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Paid Media Strategy to Consumer

• Key messaging will leverage the Olympics in our
  Paid advertising program.
• During the games, paid advertising in Vancouver
  area to educate the international consumer.
• Focus of effort
• 10 Pre, 10 During, 80 Post

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2010 Marketing Budget Requirements

• 2009                  630,000
• 2010                  710,000
• 2011                  340,000
• 2012                  120,000
• 2013                  120,000
• TOTAL 1,920,000