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Vancouver, Coast

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Vancouver, Coast – PowerPoint PPT presentation

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Title: Vancouver, Coast


1
Vancouver, Coast Mountains
  • 2008 Fall Road Show

2
Welcome
  • Introductions
  • Update on Tourism BC

3
Consumer Markets (Print and Online)
  • FY2010 (2009 2010)
  • Marketing Plan

4
Marketing Trends 2008
  • 4 Ways to Capitalize on Trends
  • Engage the Customer.
  • Integrate your Off-line and On-line Campaigns.
  • Move Some Off-line Dollars to On-line.
  • Follow your Customer.

5
Key Changes for FY2010
  • Trade and Media budgets are 100 funded by TBC.
  • VCMs publication distribution channels have
    moved to blend print/mail with on-line.
  • Programs are campaign driven

6
FY2010 Publications
  • Travel Experience Guide
  • Lure Brochure
  • Outdoor Experiences Guide
  • Boating Guide
  • Great Getaways Guide

7
Travel Experience Guide
8
Feature Spreads
9
Feature Spreads
10
Lure Brochure
Destination Area Spread
Destination Area Spread with Partner Ad
11
Sample Print Publications Driving to On-Line
Publications
12
Sample On-Line Publication - zmags
13
New FY2010 Print and Online Campaigns
  • BC Business Magazine
  • Zoomer Magazine
  • San Francisco Chronicle and SFGate.com
  • Teach and Travel Magazine (student and youth)
  • Vancouver Island Newspaper Campaigns

14
Available Programs from Past Successes
  • SPI Times
  • Business in Vancouver
  • Up! WestJet
  • BC Magazine
  • Vancouver Sun Province

15
Sample Multi-Media Campaign Seattle PI and Times
Newsprint, Magazine, eNewsletter, Banner Ad
16
(No Transcript)
17
New FY2010 E-marketing Programs
  • Travel Zoo
  • Facebook
  • TheActivityPartner.com
  • Campaign driven every cooperative advertising
    tactic will feature an on-line component.

18
Sample On-Line Initiative Travel Zoo
19
(No Transcript)
20
Sample On-Line Initiative Facebook
21
Sample On-Line Initiative Pay Per Click
Campaign
22
(No Transcript)
23
FY2010 Consumer Shows
  • West Coast Woman Show (October 2009)
  • New York Adventures in Travel Expo (October 2009)
  • Seattle Adventure Show (December 2009)
  • Seattle Boat Show (January 2010)
  • Florida RV Show (January 2010)
  • Quartzsite RV Show (January 2010)
  • Chicago Adventures in Travel Expo (January 2010)
  • LA Times and Adventure Show (February 2010)
  • Vancouver Auto Show (March/April 2010)
  • BC Boat Sportsman Show (March 2010)

24
Consumer Show Strategies
  • Flat sheets featuring the Regional Map on the
    front, the Metro Vancouver Map on the back.
  • Marketing Partner price point offers and/or
    packages with photo, copy and contact
    information.
  • Pay Per Click Campaigns for each consumer show
    market.

25
Consumer Show Flat Sheets
26
Questions?
27
Media Relations
  • FY2010 Summary

28
What we do
  • Attend media shows
  • Press Trips
  • High quality photo images/b-roll
  • Press releases
  • Fact checking, research for writers,
  • story ideas …

29
Media Shows
  • Develop and maintain working relationships
    with Canadian, US and International travel media

30
Media Shows
31
The New Relationship with TBC
  • Changing
  • One provincial media relations plan
  • No longer distribute Story Starters monthly
  • Shared media database with TBC
  • No vcmbc.com/mediacentre
  • Regional sales mission to Calgary
  • More regional input into campaigns for sectors
    like ski, golf, wine/cuisine

32
The New Relationship with TBC
  • Staying the Same
  • Communities liaison to Tourism BC
  • Attend the same media shows
  • Provide summaries and electronic copies of
    clippings received through TBCs subscription to
    Bacons every two months
  • Searchable Excel sheet of media articles
  • Press releases, image gallery, b-roll, fact
    checking, research for writers, press trips…

33
Media Relations
  • Five Ways You Can Get Involved

34
1. Story Ideas
  • Fresh Stories, publication-ready stories, Ski and
    Golf specific
  • Access to a much larger media database and even
    more key media contacts
  • Listen to industry partners in your communities
  • Keep us up-to-date and informed of new products,
    events, unique personalities…

Think outside the box!
35
2. 2010 Olympic Ideas
  • Media want to know how Canada differs from the
    USA?
  • Unique personalities, teams training in your
    communities, local athletes, any fun ties to the
    2010 Olympic games
  • Olympic press trips in 2010 will be one-offs

36
3. Budget Travel Ideas
  • Timely relevant!
  • Dozens of requests from travel media for cheap,
    economical travel ideas
  • Creative, unique budget travel ideas

37
4. Press Trips - Reactive
  • Help your industry partners to understand the
    value of media relations
  • Want to host media?
  • Tell us!

Why just advertising isnt enough.
38
5. Press Trips - Proactive
  • VCM will have a proactive media budget for FY10
  • Key media you want to target? We can work with
    you
  • Visiting Journalist Program

39
Questions?
40
Travel Trade
  • FY2010 Summary

41
(No Transcript)
42
Where we stand
  • Reality TBD
  • Tourism BC Trade Department is meeting again in
    December
  • Decrease in Hotel revenue budget cuts going
    forward to FY10
  • How this will effect what we want to do?

43
What we have asked for
  • Increased participation in trade programs
    conducted in the U.S.
  • California NE US
  • Increased participation in Emerging Markets
  • Mexico, Netherlands
  • via Trade Shows Sales Missions or combo

44
What we have asked for
  • Increased presence in our key markets
  • UK Germany Australia
  • Increased access and communication with stagnant
    markets
  • Asia
  • Are looking beyond just the 3 cities

45
Positives
  • Tourism BC is listening
  • Initial meetings were an eye opener for them
  • We have been consulted on Fam Tours

46
What we want to accomplish in FY2010
  • Reach more markets
  • In more ways
  • Wish list submitted

47
Trade Shows
48
Questions?
49
Other Business?
50
  • Thank you
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