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.

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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

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FY2010 Publications

• Travel Experience Guide
• Lure Brochure
• Outdoor Experiences Guide
• Boating Guide
• Great Getaways Guide

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Travel Experience Guide
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Feature Spreads
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Feature Spreads
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Lure Brochure
Destination Area Spread
Destination Area Spread with Partner Ad
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Sample Print Publications Driving to On-Line
Publications
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Sample On-Line Publication - zmags
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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

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Available Programs from Past Successes

• SPI Times
• Business in Vancouver
• Up! WestJet
• BC Magazine
• Vancouver Sun Province

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Sample Multi-Media CampaignSeattle PI and Times
Newsprint, Magazine, eNewsletter, Banner Ad
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New FY2010 E-marketing Programs

• Travel Zoo
• Facebook
• TheActivityPartner.com
• Campaign driven every cooperative advertising
  tactic will feature an on-line component.

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Sample On-Line Initiative Travel Zoo
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Sample On-Line Initiative Facebook
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Sample On-Line Initiative Pay Per Click
Campaign
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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)

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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.

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Consumer Show Flat Sheets
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Questions?
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Media Relations

• FY2010 Summary

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What we do

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

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Media Shows

• Develop and maintainworking relationships
  with Canadian, US and International travel media

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Media Shows
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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

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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

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Media Relations

• Five Ways You Can Get Involved

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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!
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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

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3. Budget Travel Ideas

• Timely relevant!
• Dozens of requests from travel media for cheap,
  economical travel ideas
• Creative, unique budget travel ideas

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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.
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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

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Questions?
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Travel Trade

• FY2010 Summary

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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?

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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

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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

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Positives

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

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What we want to accomplish in FY2010

• Reach more markets
• In more ways
• Wish list submitted

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Trade Shows
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Questions?
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Other Business?
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• Thank you