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Tourism Vancouver Island

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

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Tourism Vancouver Island

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  1. Tourism Vancouver Island 2010 Winter Olympic Marketing Plan

  2. 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

  3. Task Force Objective To leverage the 2010 Winter Olympic games by effectively coordinating opportunities to maximize Vancouver Island’s exposure and thus increase tourist visitations and revenue.

  4. 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

  5. Media Relations Media Relations is the primary focus of Tourism Vancouver Island’s 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)

  6. Media Strategy Timelines: 2008 – Preparation for Media 2009 – Destination stories, gearing up for Olympic year 2010 – Sport Media focus

  7. Unaccredited MediaWork 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.

  8. 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

  9. Geographic Markets Britain USA Germany Canada Japan Australia Korea China – Hong Kong France

  10. 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 Accredited Media

  11. 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

  12. 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

  13. 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.

  14. 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

  15. 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 Presence in 2010

  16. Presence in Beijing 2008 Ideas: 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

  17. Corporate Sponsors and Partnerships Establish key partnerships and sponsorships for increased leveraging: Transportation Accommodation Food First Nations Financial Energy Media MORE!

  18. 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

  19. 2010 Marketing Budget Requirements 2009$630,000 2010$710,000 2011$340,000 2012$120,000 2013$120,000 TOTAL $1,920,000

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