War of 1812 Bicentennial Analysis
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War of 1812 Bicentennial Analysis Initial Assessment of Marketing Opportunity. Ministry of Tourism, Culture & Sport. MTCS Research Unit Industry/Market Research. OTMPC Research Marketing Research. Ontario Ministry of Tourism, Culture and Sport Tourism Research Resources.

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War of 1812 bicentennial analysis initial assessment of marketing opportunity

War of 1812 Bicentennial Analysis

Initial Assessment of Marketing Opportunity

Ministry of Tourism, Culture & Sport


War of 1812 bicentennial analysis initial assessment of marketing opportunity

MTCS Research Unit

Industry/Market Research

OTMPC Research

Marketing Research

Ontario Ministry of Tourism, Culture and Sport

Tourism Research Resources


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Ministry Tourism Research Unit

  • Tourism Performance – Visits & Spending, Accommodation Stats, Travel Price Index

  • Economic Impact – Tourism Receipts, GDP contribution, Employment, Taxes, Businesses

  • Forecasting – Number of visits by origin by year

  • Market Profile Reports – RTO, CD, CMA

  • Ad Hoc Requests, Presentations, Workshops


War of 1812 bicentennial analysis initial assessment of marketing opportunity

OTMPC Research

  • Conducts marketing research specific to marketing programs

    • Monitor the Ontario brand

    • Consumer segmentation and profiling

    • Advertising concept testing

    • Measuring Impact of Advertising

  • Provides research information for industry committees and Board

  • Ad Hoc Requests, Presentations, Workshops


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Website:

www.tourismpartners.com

Email:

[email protected]


Background definitions

War of 1812 Bicentennial Analysis

Background & Definitions


Purpose of the study

Purpose of the Study

  • Establish current awareness and knowledge of the War of 1812 in key source markets

  • Determine interest in the planned bicentennial celebrations overall, and in specific activities that might be offered

  • Establish a demographic profile of the target group

  • Establish a media consumption profile of the target group

  • Identify other popular travel activities within the target group to define potential activity packaging opportunities


Background

Background

This research project includes data from two sources:

  • The May 2009 wave of the Travel Intentions Study

    Specific questions on the War of 1812 and potential bicentennial celebrations were included

  • TAMS 2006

    To profile those who travel to explore history

    Source markets include:

  • Ontario

  • Rest of Canada (Montreal, Quebec City, Winnipeg for TI)

  • The US Near and Mid Markets


Tams history travelers

TAMS History Travelers

Analyzed TAMS data set to identify 2 target groups:

  • History Travelers are defined as those who have engaged in any of the following activities on an overnight, out-of-town trip taken in the past two years:

    • Visited historical replicas of cities or towns with historical re-enactments;

    • Visited general history or heritage museum;

    • Visited military/war museum;

    • Visited well known historic sites or buildings;

    • Visited other historic sites, monuments and buildings;

    • Participated in historical re-enactments (as an actor).

  • Core History Travelers are those who took an overnight, out-of-town trip in the past two years mainly to engage in at least one of the above activities.


Sizing the opportunity

War of 1812 Bicentennial Analysis

Sizing the Opportunity


History traveler segment incidence percent of individuals 18 years or older in each market

Core History Travelers

32%

31%

35%

History Travelers

35%

39%

Not History Travelers

History Traveler Segment IncidencePercent of individuals 18 years or older in each market

  • 31% - 39% of the population is considered a History/Core History Traveler

Source: TAMS 2006


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Would You Consider Attending 1812 Bicentennial Celebrations?Among travelers in each market aware of war of 1812

  • 10% - 23% of travelers would definitely or probably attend War of 1812 celebrations

  • 11% have attended a similar historic event in the past 10 years

Q4WM.Would you consider attending celebrations in 2012 to commemorate the War of 1812 bicentennial?

Source.Travel Intentions Study, May 2009


Projected size of the target groups in millions based on census adult populations in each market

Aware of War and ….

Projected Size of the Target Groups (in millions)Based on Census adult populations in each market

Interested In AttendingWar Of 1812 Bicentennial(Travel Intentions)

History Travelers(TAMS)

Definitely Would Attend

Core

Source.TAMS 2006 and Travel Intentions Study, May 2009


Current affinity with the war of 1812

War of 1812 Bicentennial Analysis

Current Affinity with the War of 1812


Familiarity with historic events among total travelers

Familiarity with Historic Events Among total travelers

  • 94% of American and 83% of Canadian travelers are aware of War of 1812

Q1WM.Are you familiar with any of the following historic events or conflicts?Source: Travel Intentions, May 2009


Unaided recall of specific war of 1812 events among travelers aware of conflict

Unaided Recall of Specific War of 1812 EventsAmong travelers aware of conflict

  • Despite high awareness,travelers have little recall of specifics of the War of 1812

Q2WM. What major events, if any, do you recall from the War of 1812? Source: Travel Intentions, May 2009


Who won the war of 1812 among travelers aware of conflict and recalled any events

Who Won the War of 1812?Among travelers aware of conflict and recalled any events

  • And both sides were victorious!

Q3WM.There are varying opinions about which side won the War of 1812. Based on what you know or have been taught about this war, which of the following parties would you say were on the winning side?

Source.Travel Intentions Study, May 2009


Interest in specific bicentennial activities and trip forms

Interest in Specific Bicentennial Activities and Trip Forms


Interest in specific bicentennial attractions events and exhibits among total travelers

%

Very

Fairly

Very/Fairly Interested

Interest In Specific Bicentennial Attractions, Events, And ExhibitsAmong total travelers

Among Americans

Among Canadians

(n=5,355)

(n=2,538)

Q5WM.Apart from your overall interest in attending the celebrations, please indicate how much interest you have in each of the following type of attractions, events, or exhibits that could be part of the War of 1812 bicentennial activities. Source: Travel Intentions Study, May 2009


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Effect of Distance on Likelihood of Attending Bicentennial CelebrationsAmong travelers aware of War of 1812

  • The closer it is, the more likely they will come

Q7WM.Please indicate how the following distances to the events would affect your likelihood of attending any War of 1812 celebrations.

Source:Travel Intentions Study, May 2009


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Definitely would

Probably would

Might or might not / Don’t know

Probably would not

Definitely would not

Type of Trips Would Take to Attend 1812 Bicentennial CelebrationsAmong travelers likely to attend events outside their city limits

Among Americans

39%

23%

(n=3,939)

31%

Among Canadians

49%

29%

(n=1,747)

38%

Q8WM.How likely would you be to take each of the following types of trips to attend the War of 1812 bicentennial celebrations? Source: TI, May’09


Target group profiles

War of 1812 Bicentennial Analysis

Target Group Profiles


Demographics of history travelers

Demographics of History Travelers

  • Skew slightly older (35% of American and 30% of Canadian over 55)

  • Half male, half female

  • Exhibit household composition similar to general population (about 70% married)

  • Higher income (24% of American and 33% of Canadians have household income greater than $100,000)

  • Well educated


Media consumption of history travelers

Media Consumption of History Travelers

  • Show more interest in all news/current affairs media

  • Gravitate disproportionately not just to all forms of history content, but to travel content and channels as well

  • The media habits of History Travelers are quite mainstream in other respects. Popular media include…

    • TV – movies, popular dramas, sitcoms, sports and science/nature (especially in Mid Market US)

    • Radio – oldies, soft rock/pop, and modern/alternative rock (in Canada)

    • Magazine – magazines with entertainment, home/garden and general interest themes, along with health/fitness (in the US) and food/cooking and fashion/beauty (in Canada)

    • Newspapers – widely read with weekday and weekend dailies achieving particularly high penetration in Canada (as of 2006)

    • Online Media – have likely grown considerably in popularity since 2006 – weather, entertainment, health and shopping (especially US) are prominent sites


Activities while traveling

Activities While Traveling

  • Besides the universal activities of shopping and dining, the following activities/attractions are popular among History Travelers and offer significant packaging opportunities

    • Museums and observing architecture generally

    • Natural wonders such as Niagara

    • National and provincial parks

    • Amusement parks (esp. US)

    • Aquariums and zoos (esp. US)

    • Farmers markets

Casinos

Swimming

Art Galleries (esp. Canada)

Hiking and viewing wildlife(esp. Quebec)

Wineries (esp. Quebec)

Camping (esp. Canada)

Live Theatre (esp. Ontario)


Summary and implications

War of 1812 Bicentennial Analysis

Summary and Implications


Summary and implications1

Summary and Implications

  • The War of 1812 bicentennial offers considerable tourism potential for Ontario.

  • There are large pockets of pleasure travelers in Ontario and surrounding markets who are attracted to historical events of this nature.

  • Basic awareness of the War of 1812 is well established in both Canada and the US so the premise for the bicentennial commemoration has widespread credibility.

  • A range of specific activities and events that could be offered by Ontario as part of the commemoration have fairly wide appeal and are capable of stimulating some degree of excitement.

    • Tall ship displays and races

    • Festivals and parades

    • Guided tours at historic sites

  • Art exhibits

  • Military and weaponry displays

  • Battle re-enactments


Summary and implications cont d

Summary and Implications (cont’d)

  • It is important to keep in mind that perceptions and misperceptions about the War and its scope vary considerably from market to market.

  • There are also likely sensitivities to, and lack of agreement on, a number of historically contentious points such as the War’s ultimate victor.

    • Communications directed toward Canadian and US markets should be attuned to this so that potential visitors aren’t alienated and unwanted emotional responses avoided.

  • It may be possible to turn some of these areas of contention on their head and use them as marketing devices.

    • For example “Who won the War of 1812? Come and find out.”

    • Promotion of this nature, as well as other forms of promotional tactics such as contests, giveaways, etc. could have a strong role to play in elevating the level of interest, since the War itself is fairly well known, but stimulates muted excitement without embellishment.


Summary and implications cont d1

Summary and Implications (cont’d)

  • To encourage overnight and longer distance trips, consideration should be given to packaging bicentennial experiences with other local activities that appeal to the History target group.

  • Fortunately, the History segment consists of more active travelers generally with elevated levels of involvement across many classes of activity. So there are many potential packaging combinations to explore.

  • Shopping, dining and accommodations, play a significant role in determining the overall tourism experience and supporting return visitation

  • Shopping, dining and accommodation experiences should, be included in communication of the package where appropriate.

  • Potential visitors should be provided with assistance in identifying accommodation and dining establishments that are suitable to their travel style as well as any interesting local shopping opportunities that may exist.

  • Tie into bicentennial event with promotional deals or thematic connections

  • Emphasize the local flavour of these experiences.


War of 1812 bicentennial analysis initial assessment of marketing opportunity

We Know. Just Ask.

[email protected]

(416) 325-8287


Appendix

Appendix


Target group profiles demographics and media habits

Target Group ProfilesDemographics and Media Habits


History traveler demographics us percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Demographics – USPercent of travelers in each case

Source: TAMS 2006


History traveler demographics us cont d percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Demographics – US (cont’d)Percent of travelers in each case

Source: TAMS 2006


History traveler demographics canada percent of travelers in each case

History Traveler Demographics – CanadaPercent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006


History traveler demographics canada cont d percent of travelers in each case

History Traveler Demographics – Canada (cont’d)Percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006


History traveler media consumption us percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Media Consumption – USPercent of travelers in each case

Source: TAMS 2006


History traveler media consumption us cont d percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Media Consumption – US (cont’d)Percent of travelers in each case

Source: TAMS 2006


History traveler media consumption us cont d percent of travelers in each case1

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Media Consumption – US (cont’d)Percent of travelers in each case

Source: TAMS 2006


History traveler media consumption us cont d percent of travelers in each case2

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Media Consumption – US (cont’d)Percent of travelers in each case

Source: TAMS 2006


History traveler media consumption us cont d percent of travelers in each case3

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

History Traveler Media Consumption – US (cont’d)Percent of travelers in each case

Source: TAMS 2006


History traveler media consumption canada percent of travelers in each case

History Traveler Media Consumption – CanadaPercent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006


History traveler media consumption canada cont d percent of travelers in each case

History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006


History traveler media consumption canada cont d percent of travelers in each case1

History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006


History traveler media consumption canada cont d percent of travelers in each case2

History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006

46


History traveler media consumption canada cont d percent of travelers in each case3

History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Source: TAMS 2006

47


Packaging opportunities activity preferences of history travelers

Packaging OpportunitiesActivity Preferences of History Travelers


Activities engaged in while traveling during past 2 years us percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Activities Engaged in While Traveling During Past 2 Years- USPercent of travelers in each case

Source: TAMS 2006


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Activities Engaged in While Traveling During Past 2 Years- US (cont’d)Percent of travelers in each case

Source: TAMS 2006


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Activities Engaged in While Traveling During Past 2 Years- US (cont’d)Percent of travelers in each case

Source: TAMS 2006


Activities engaged in while traveling during past 2 years canada percent of travelers in each case

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Activities Engaged in While Traveling During Past 2 Years- CanadaPercent of travelers in each case

Source: TAMS 2006


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Activities Engaged in While Traveling During Past 2 Years- Canada (cont’d)Percent of travelers in each case

Source: TAMS 2006


War of 1812 bicentennial analysis initial assessment of marketing opportunity

Significantly higher than Non-History Travelers

Significantly higher than Total History Travelers

Activities Engaged in While Traveling During Past 2 Years- Canada (cont’d)Percent of travelers in each case

Source: TAMS 2006


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