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North America Marketing Update . Destination British Columbia. Spring Summer 2014 Campaign. Objective: Motivate consumers to move BC up their list of leisure vacation destinations from “consideration” to “intent to travel”. Background . Recent research  better understanding of targets

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North america marketing update

North America Marketing Update

Destination

British Columbia


Spring summer 2014 campaign

Spring Summer 2014 Campaign

Objective:

  • Motivate consumers to move BC up their list of leisure vacation destinations from “consideration” to “intent to travel”


Background

Background

  • Recent research  better understanding of targets

  • Seek greater impact; fewer messages / objectives in fewer markets

  • Use insights from brand strategy work underway to inform creative choices


Direction

Direction

  • Increase emphasis on inspiration; stronger emotional connection

    • Move away from “moments” concept and microsite

    • Continue to promote/feature trip ideas

  • Imagery: balance of urban and nature, familiar, iconic products


Market rationale key insights

Market Rationale – key insights

  • Where can we make the most difference?

    • Ability to influence greatest for leisure

    • Growth markets that are not easily reached by others

  • CA, WA, ON all have volume, growth potential

    • California: high awareness, positive impressions, lower penetration

    • Washington: strong (lifetime) potential, underinvested

    • Ontario: high awareness, positive impressions, high VFR


Markets

Markets

  • 75%California (SF and LA)

  • 15%Washington

  • 10%National US (strong CA/WA reach)

  • ExtraIn-Market (BC) Advocacy


Target audience

Target Audience

“Active Considerers” :

  • BC’s on their list but not currently planning a trip

  • Have been to BC, often more than once; find these travelers and those who look like them

  • 45 – 64 yrs; no children at home; above average income / education; frequent leisure travelers; not VFR

  • Typically travel in July – Sept.; frequent getaways


California media 1a

California Media (1a)

California

  • SFO / United Airlines terminal takeover

    • Jet Bridge domination (21)

    • Video in the Club Lounge and in-flight video

    • Access United Loyalty database (to send 5 million emails)

  • Operation Surprise and Delight (in SFO)

    • Listen in on conversations of people waiting for flights; drop in on conversations where appropriate

    • If the opportunity presents and is genuine, provide virtual concierge-like service and/or info about BC


California media 1b

California Media (1b)


California media 1c

California Media (1c)


California media 2

California Media (2)

California / National US

  • Pre-roll video (3 x 15s)

  • Digital display (site takeovers, tablet, rich media ads, google / other ad networks, top performing sites, social networks)

  • Email marketing

  • Paid search marketing


California media 21

California Media (2)


Creative concept california

Creative Concept – California


Creative concept california1

Creative Concept – California


Creative concept california2

Creative Concept – California


Creative concept california3

Creative Concept – California


Washington extension

Washington Extension

  • Opportunity to build immediate business

  • Focus on weekend getaways; urban experiences, outdoor adventure, festivals and events

  • Leverage California creative


Washington media

Washington Media

  • Transit: Double decker wraps and bus sides

  • King5 News sponsorship and online ads

  • Seattle Times full page ads and online ads

  • Digital display (site takeovers, tablet, rich media ads, google / other ad networks, top performing sites, social networks)

  • Email marketing

  • Paid search marketing


Creative concept washington

Creative Concept – Washington


In market bc advocacy

In-Market (BC) Advocacy

Opportunity

To connect with visitors “on the ground” in BC, and empower and encourage them to share their experiences in real-time through their social channels


Objectives

Objectives

  • Encourage visitors to share their experiences via social media while they are here.

  • Create real-time content to inspire other potential travellers.


Connectivity

Connectivity

  • Barrier: visitors unlikely to share if free wifi not available

  • Solution:Leverage existing wifi (BCVCs, YVR, BC Ferries, other hotspots);expand infrastructure at key locations


Awareness

Awareness

  • Barrier: Visitors who are sharing may not be aware of which handles or hash tags to use

  • Solution: Create POS, OOH to create awareness of #exploreBC


Offline activation

Offline Activation

  • Point of sale (posters, buttons, postcards) in VCs/ other locations to create awareness

  • OOH in high visibility locations – arrivals / departures at YVR/YYJ, Canada Line, BC Ferries, Victoria Aqua Buses

  • Messaging: #exploreBC/ Share

  • Leverage SS14 creative approach


Online activation

Online activation

  • Constant stream of new content curated and leveraged across various DBC channels

  • Promote across social and non-social channels and via email marketing


Explorebc creative ooh

#exploreBC Creative (OOH)


Explorebc creative pos

#exploreBC Creative (POS)


Campaign budgets timing

Campaign Budgets/Timing

Budget: $4.85 million

  • SEM, OTA, media relations, email marketing investment is in addition

    Timing:

  • CA: May – July

  • WA : late June – Sept.

  • In-market (BC): late June – Sept.


Social media industry guide destinationbc ca

Social MediaIndustry Guide(DestinationBC.ca)


North america marketing update

Thoughts/questions?

For more information, contact:

[email protected]


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