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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

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

Consultation is important for all strategy areas:

1) Media 2) Trade 3) Consumer

task force objective
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.

areas of engagement
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 


9. Paid media consumer / spectators

media relations
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)
media strategy
Media Strategy


2008 – Preparation for Media

2009 – Destination stories, gearing up for Olympic year

2010 – Sport Media focus

unaccredited media work hard play hard people
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.

accredited media
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

geographic markets
Geographic Markets








China – Hong Kong


accredited media10
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

Accredited Media
tactical activities media relations

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

torch relay
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

opening and closing ceremonies
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.

travel trade
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
presence in 2010
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
presence in beijing 2008
Presence in Beijing 2008


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

corporate sponsors and p artnerships
Corporate Sponsors and Partnerships

Establish key partnerships and sponsorships for increased leveraging:




First Nations





paid media strategy to consumer
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

2010 marketing budget requirements
2010 Marketing Budget Requirements






TOTAL $1,920,000