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DESTINATION CAPE BRETON ASSOCIATION 2012 RECAP 2013 MARKETING GOALS. OVERVIEW. Update on 2012 Visitor Services Goals Update on 2012 Product Development Goals Update on 2012 Marketing Goals Overview of 2013 Marketing Goals. VISITOR SERVICES. Visitor Services Goals 2012.
2013 MARKETING GOALS
Work one-on-one with 15-20 operators who have undergone a 12 ESSENTIALS assessment
INCREASE THE NUMBER OF PARTNERS WHO PARTICIPATE IN TRAINING AND EDUCATIONAL OPPORTUNITIES BY 50%
Increase of 56% to date over 2011.
INCREASE THE NUMBER OF PURCHASABLE MARKET-READY EXPERIENCES ON ONLINE AND IN PRINT BY 30.
20 operators are currently going through the program including:
DELIVER AN OPPORTUNITY ASSESSMENT OF THE TOURISM PRODUCT IN DESIGNATED AREAS BY ROGER BROOKS
DELIVER THE STRATEGIC TOURISM EXPANSION PROGRAM (STEP) FOR TWO COMMUNITIES
OFFER THE ACCELERATED MARKET READINESS PROGRAM (AMR) TO OPERATORS (TARGET 10)
Sydney River VIC
“…tourism is looking at is hitting operators provincewide with a three per cent levy. A levy would bring in an additional $2.1 million into the tourism coffers, money that would be redirected back to the various regional tourism associations across the province for marketing and product development…Despite considerable investment to increase visitation outside of July and August there has been limited growth. And while promotions like Fall Flavours and the Festival of Small Halls are reporting record sales, those sales have only helped maintain visitation, not increase it.”
David MacKenzie, Deputy Minister of Tourism, PEI quoted in The Guardian – November 30, 2012
New Brunswick sees no change in occupancy rate and 3% decrease in room nights
Increase Experiential Icons visited by 5%
*Citadel Hill in Halifax experienced a decrease of 25% in 2012 over 2011
*Note: Bounce rate for the “awareness” campaign as recommended by our media consultants was considerably increased due to the impression based goals for this type of online buy. See comparison on next slide to our internal search based campaign.
Levy funds generated are for the exclusive purpose of providing external tourism marketing opportunities for the region. Levy funds generated from Cape Breton Island are for the exclusive purpose of marketing the island as a tourism destination to off-island travellers.
*results compiled from Travel Intentions Survey data and website analytics
* Further advertising opportunities may be identified throughout the marketing season
Meetings & Conventions
Cabot Links #14
Highlands Links #4
Director of Marketing
QUESTIONS OR FEEDBACK?
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