Tourism Vancouver Island 2010 Winter Olympic Marketing Plan 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
Tourism Vancouver Island
2010 Winter Olympic
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
To leverage the 2010 Winter Olympic games by effectively coordinating opportunities to maximize Vancouver Island’s exposure and thus increase tourist visitations and revenue.
3.Opening and Closing Ceremonies
5.Presence in 2010
6.Presence in Beijing 2008
9. Paid media consumer / spectators
Media Relations is the primary focus of Tourism Vancouver Island’s marketing strategy.
Media is also the largest investment for TBC.
2008 – Preparation for Media
2009 – Destination stories, gearing up for Olympic year
2010 – Sport Media focus
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.
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
China – Hong Kong
Accredited Tier 2
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
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
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
VANOC is responsible for these ceremonies.
Is there an opportunity for community input? Be a part of it if there is the opportunity.
Travel Trade Planning Session with TBC scheduled for Nov/07:
Details of plan will include:
Media Info Centres:
1. Unaccredited Centre (Robson Square)
2. Accredited Centre
Work with TBC to ensure a strong presence.
Information Kiosks (converted VW Van)
Taste of Vancouver Island
Tie into British Columbia tourism experience
Day / Night focus on Entertainment
Private Event for targeted media
èIdentify budget required, resources, partners
èTourism Night – media, VIPs
èInfo Centre Support - Potential to staff, provide collateral
èRoad show - Gaangzhon, Shanghai
èSpirit 2010 Community Committees - Vancouver Island sending a delegation
èContinue to build relationship with media
èBC Centre – ensure we have a visual presence
Establish key partnerships and sponsorships for increased leveraging:
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