2. 2012 Priorities & Key Strategies
1. Program Management:
I. Create member value & enhance program reputation
– Member updates webexes in Q1
– Member update newsletters in Q2 & Q3
– New member webexes & welcome kit distribution
– Individualized emails related to marketing, media & sales successes
– Year-in-Review webex & presentation deck
– Luxury Travel Guide distribution
II. Evaluate & improve the SEC program
‒ Completed SEC program evaluation & review
‒ Updated program framework
3. 2012 Priorities & Key Strategies
2. Content:
I. Grow the content available to promote experiences
– Completed branded copy for all 163 experiences
– Translated targeted copy for various markets
– 117 experiences featured on consumer website
– 46 SEC members captured in photo shoots
– New experience selection process to prioritize asset development
– Experience statements for trade in production
II. Improve content access for stakeholders
‒ All new imagery content uploaded to BCL
‒ Content packets for trade in creation (experience statement, image, business
description) to be uploaded to Brand Canada Library
4. 2012 Priorities & Key Strategies
3. Channel Integration:
I. Introduced SEC to trade in-market
‒ Hosted SEC market launch events in:
Japan
UK, France & Germany
Australia
Mexico
South Korea
Receptive tour operators (CITAP)
RVC
II. Strengthen integration through direct & indirect channels
‒ Marketing integration through asset development
‒ Media integration through story ideas & media fams
‒ In-market sales through receptive tariff brochures, trade fams & individual market
activities
5. 2012 Priorities & Key Strategies
4. Outreach:
I. Increase the breadth & depth of tools that support brand alignment
‒ 12 new SEC case studies
‒ Video training vignettes to support sales & media alignment activities (CMM,
GoMedia, RVC)
‒ SEC training program module development
II. Improve access to brand-related training resources
‒ Reviewed & updated industry tools section of corporate website
‒ Uploaded all new video materials to CTC’s YouTube page
‒ Updated EQ Profile sheets
‒ Currently updating EQ toolkit for SMEs
‒ Experiential Product Development & Marketing workshops delivered at key
tourism conferences
‒ Delivered 30 SEC training program workshops throughout Canada
6. SEC Integration by the Numbers
Market Trade Media/Social Media Consumer # of Members
UK 23 25 3 114
France 23 12 2 51
Germany 14 4 81
Australia 7 8 123
S. Korea 2 1 35
Japan 2 1 46
China 2 1 4 163
Mexico 1 1 31
Brazil 4 1 11
India 1 3
Vancouver 4 10 2 121
RTO effort 4 109
7. Marketing – Global Platform
• Global Platform assets are used in markets where CTC does
consumer-direct activity
• UK, Germany, Australia, France, Mexico, Brazil, South Korea,
China
Broadcast
Print
Online
Consumer web call to action
14. GMP calls to action drive to www.keepexploring.ca
A variety of trip
itineraries are
showcased – into
2013 will feature 46
Signature
Experiences that
were captured in
2012 photo shoots
Gallery pages and
trip itineraries
hyperlink to detailed
SEC pages on
www.canada.travel
15. 114 Signature Experiences currently featured in
experience detail pages on www.canada.travel
Detail pages include
off links to the
individual SEC
member home page,
as well as PMO/DMO
websites
New consumer
website launching in
early 2013 will
feature all 163
Signature
Experiences
16. Media Relations & Global Comms
• Global Communications looks to SEC as a priority inventory
when pitching media stories, fams & partnerships
Media story ideas
Insider blog
Fam trips
Broadcast
Social media
Opportunistic
17. CTC Mediacentre – www.media.canada.travel
14 stories to
date covering:
Alexander Keith’s Brewery
Blackfoot Crossing H.P.
Boreale Biking
Dinosaur Provincial Park
Echo Valley Ranch
Ganonoque Boat Lines
Gatherall’s
Great Divide Nature Interp.
King’s Landing Historical
Settlement
La Reata Ranch
Lazy Bear Lodge
New France Festival
Ocean Quest
Overlander Trekking & Tours
Royal Tyrell Museum
Snowy Owl Dog Sled Tours
Sturgeon River Ranch
18. Cross-Canada Blogger Fam – Sep. 2012
Harvest Jazz & Blues Fest
Hopewell Rocks
CN Tower
La Reata Ranch
Kananaskis Heli-Tours
19. Vibrant City Media Fam – Oct. 2012
Media fam to expose Niagara Falls and
Toronto around Toronto Fashion Week.
Invited Japanese, Chinese, Indian and
French journalists to promote Signature
Experiences in Toronto and Niagara
Falls.
28. Germany travel trade mailing & trade fams
Trade fams included:
BC – Edible Canada, Capilano Suspension Bridge, Grouse Mountain, Rockwood Adventures, Sonora Resort
AB – Calgary Stampede, Banff Hot Springs, Royal Tyrell Museum, Fairmont Hotels
SK – La Reata Ranch, RCMP Heritage Centre, Sturgeon River Ranch
NS/NL – Shubenacadie Tidal Bore Rafting, Freewheeling Adventures, Ocean Quest Tours
29. In-Market Integration - Australia
• Corroboree
• SEC roadshow
• Luxury Travel Magazine Travel Guide
• Canada Specialist newsletter feature Stories &
CSP agent mega-fam
• 70 media visits
• Guru 1-hr TV show on Canada – 700K
audience
30. SEC Roadshow & Collateral
Featured 50 SE’s in the
Australia market
31. Luxury Travel Magazine – Destination Series
This table-top style book features 115
SEC Members in photography, editorial
• 25,000 circulated in copy and/or a listing. The book is
Australia published by Luxury Travel Magazine, a
key media account for the CTC in
• Features 115 Signature Australia. The book is purchasable
Experiences through select bookstores throughout
Australia. Canada was the Magazine’s
first feature destination guide.
32. • Searching for the Spirit Bear
• Story Title: Searching for the Spirit Bear
• Trevor and Kim visit the Great Bear Rainforest, the largest intake temperate
rainforest in the world. It is home to black bears, grizzly bears and the
endangered spirit bear.
• Finding the Spirit Bear
• •The spirit bear is one of the most unique animals in the world. Their white
coat is the result of a recessive gene that occurs in only one in every 10 black
bears. It is believed that there are as few as 120 left in the wild today.
• •When Kim and Trevor went to Spirit Bear Lodge to search for this elusive
bear, there was trepidation that they would actually see one in the wild. A
National Geographic team had just left the lodge after five weeks there and
had not once seen the bear, however luck was on the Explore team’s side;
when they first arrived in the rainforest they saw a black bear and a spirit
bear fighting! Unfortunately, the fight was over before the camera could be
switched on and it was a further two day wait in the rain before their luck
struck twice and they saw the female spirit bear having a salmon lunch.
• •Viewing the spirit bear has been voted in the top ten of wilderness
experiences to have in the world. But it’s not just seeing the bear, it’s being
introduced into the culture of the Kitasoo/Xai’xais First Nation people and
staying at the amazing Spirit Bear Lodge that truly make this journey a once in
a lifetime experience.
• Contact
• Spirit Bear Lodge
• www.spiritbear.com
34. SEC in Japan
SEC
media
trade
• incorporated into trade and media activities
• included in all tour operator brochures
• infused into social media activities
35. SEC Launch in Tokyo - January 25th
SEC Integration Sample for Trade Development
CTC Japan Webpages for SEC This a sample one of 40+
webpages found on the CTC-Japan web portal for trade
partners
36. Flat Sheets
Downloadable photo(s)
of the experience
Copy describing the
experience
Contact details for how
to get in touch with
member
44. Winter
Broadcast
Project
• National TV (terrestrial)
• Feb. 10-17
• 2 series of 13-15 min
• expected ad value: $1mil-
1.2mil
• Featured Quebec City
(Carnaval) & Montreal
45. Print brochure - Japan & South Korea
Canada Travel Showcases Canada to front line staff
Info Brochure Distribution to receptive operators
Highlights SEC Experiences per province
56. 1. Arctic Range
2. Barkerville
3. Cape Race
4. Edible Canada
5. Great Divide Nature Interpretation
6. Great Spirit Circle Trail
7. Harvest Jazz & Blues Festival
8. Heartland Tours
9. Heritage Park Historical Village
10. Inniskillin
11. Les Jardins des Glaciers
12. Vincor – Great Estates of the Okanagan
57. CTC News Stories – canada.travel/SEC
Published to date:
1. Royal Canadian Mounted Police Heritage Centre
2. Frontiers North Adventures
3. Shediac Bay Cruises
4. Halifax Citadel
5. EdgeWalk at the CN Tower
6. Hôtel de Glace
7. Adventure Canada
8. Rockwood Adventures
9. Beck’s Kennels
10. Canadian River Expeditions/Nahanni River Adventures
11. Icefield Helicopter Tours and Kananaskis Heli Tours
12. Experience PEI
13. Iceberg Quest
14. The Hermetic Code Tour in Winnipeg, MB
15. Heartland International Travel & Tours
16. Ecotours-BC
17. L’Hôtel-Musée Premières Nations
18. Yamnuska Mountain Adventures
19. Celtic Colours International Festival
20. Northern Edge Algonquin
21. Tranquility Cove Adventures
22. Northern Tales Travel Services Inc
23. Arctic Kingdom Polar Expeditions
24. Gatherall’s Puffin & Whale Watch
25. Historic Reesor Ranch
26. Yellow Dog Lodge
27. Kings Landing Historical Settlement
58. 2012 CTC Ambassador Program with
Canadian Mountain Holidays
July 9-12, 2012
Western Canada’s Rocky Mountains: Banff and the Bugaboos
59.
60.
61. CTC Showcases – Interactive Map
• Interactive map with online,
accessible SEC content
• Featured in CTC’s Discovery
Zone at RVC & other key
tradeshows
• Showcased 62 Signature
Experiences
