Brook Carpenter

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CADA Meeting of the Minds Fostering
Partnerships within the Calgary and Area
TDR November, 2007
Brook Carpenter Managing Director Calgary Area
TDR Lisa Lima Regional Marketing Consultant
Urban Travel Alberta In-Province Industry.travela
lberta.com
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CADA Meeting of the Minds

• Goal To target and attract tourists to Calgary
  by marketing Calgarys arts and culture
  experiences.
• Objectives
• To educate Calgary Arts Development Authority
  members on how to qualify for TDR Cooperative
  Marketing Funds
• To facilitate tourism-marketing partnerships
• To convince members to recognize the TDR as a
  resource when they are developing marketing plans
  designed to attract tourists.

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Travel Alberta Framework
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CALGARY AREA TDR

• MISSION STATEMENT
• Working with Partner Consortia in Furthering
  Tourism Growth in the Calgary and Area
• Tourism Destination Region

Cooperative Marketing
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• TDR Role
• Build positive working relationships with
  industry.
• Increase and extend visitation to the Calgary and
  Area region.
• Support goals of the STMP.
• Respond to industry requests for information and
  assistance.
• Promote destination awareness of the Calgary and
  Area region campaigns promoting the entire
  region
• Facilitate Cooperative Marketing initiatives
  (Cooperative Funding Program).

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• Cooperative Marketing
• Leveraging resources of multiple parties to
  increase tourism marketing over that which could
  be done by a single party

(E.g.) Cooperative Marketing Investment Funds
1 industry 2 in marketplace
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TDR GUIDELINES

• Partnered consortia marketing initiatives
• Projects should support the goals and objectives
  of the TDR Marketing Plan, which in turn support
  the goals and objectives of the provinces
  Strategic Tourism Marketing Plan.
• The cooperative marketing program is designed to
  support new or enhanced tourism marketing
  projects. It is not a grant program to subsidize
  existing marketing projects or projects that are
  already financially viable.
• Projects demonstrate new or enhanced marketing
  with an end goal of project self-sufficiency.
• The TDR contribution cannot exceed 50 of the
  total marketing costs of the project. Minimum
  leverage of 11 (private industry to TDR)

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Connecting

• Industry.TravelAlberta.com
• Tourism Industry Information
• News, Research, Conferences
• Weekly email (Monday)
• Access to Tourism Information System TIS
• Post Product, Event Information
• Post Packages (Regional, International)
• Post Holiday Card offers

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Marketing Assistance

• Destination Marketing
• Industry Participation (Platform) Programs
• Cooperative Marketing
• Market Readiness

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Market Readiness

• Marketing Development
• Marketing Consultation
• Learning Opportunities

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Travel Alberta Holiday Card