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Which means we have a challenge to convert this positive awareness into conversion.
2011 brought a refreshed new look and feel to Brand CanadaUpdates to a new mediaUser Generated ContentA bold look & feel.Bringing back the iconic red & the Mounties… in a modern way.
Re very quickly recap – he spoke to the fact that the path to purchase is no longer linear and reductive.
As Greg mentioned, the stages of the p2p have been grouped into these 4 buckets: Advocacy, Consideration, Evaluation and purchase.It’s about the understanding that our work here in advocacy (media relations, social media, PR) supports the work that’s happening in driving consideration (paid media and advertising campaigns)….and then we have out colleagues working to ensure we have our trade and sales piece in place in order to close the sale. We’ve heard about a new global platform that’s been in development – this has been lead by Ernst’s team – and we thought having everyone here this would be good chance to take you through the creative, and do that in relation to the p2p. So we’ll go through it and speak to the work in relation to these stages.
The importance of the travel agency in the age of the internet:
KAM programTravel trade education (CSP)Fam tours
RVC:in it’s 37th yearuniting 1,500 int’l tourism buyers and sellersMedia marketplaces (Go Media & Canada Media Marketplace)Trade shows:ITB Berlin – 170,000 visitors; reps from 180 countriesWTM – over 47,000 global travel professionals; over $2 billion in contracted business in 2012Business eventsPR events
Co-locationCo-op marketing programs
Tour operators world wide have embraced the Canada Signature Experience collection. Here are just two examples from Germany and Korea. And we have many more. Some 70% of all Experiences are retailed by tour operators selling Canada worldwide. And in 2013 and 2014 we will be increasing those numbers as we continue to target our key account programs with partnerships promoting the Collection.
The Canada Specialist Program is promoted by our offices around the world to our key accounts and travel agents, encouraging our partners to become part of our exclusive Specialist community. This September, Canada will host a Mega Familiarization trip with200 of the best of the best Canada Specialist agents. Arriving into Canada from the four corners of the world, they will experience Canada’s finest coast to coast experiences. The largest Canada fam ever!
The CSE Collection has been introduced in all our engaged markets throughout the world. Various Experiences, such as Sucrerie de la Montagne, recently visited Mexico and met the local trade thought leaders to help close the sale. A memorable display at India’s Focus, the country’s premiere platform for Canada, attracted unprecedented attention to the Experiences. The Collection differentiates Canada with unique products and “do not miss” experiences that help create a lifetime of memories for travelers. The travel trade has embraced the Collection and is presently retailing many of these Experiences to their customers…resulting in increased sales for our Canadian partners.
This first ever mega event brought key members of Canada Signature Experiences connection together with over 200 mover and shaker members of the UK travel community. CSE’s provided the core markets with new product positioning to differentiate Canada from its competitive set. CSE reinforces the authentic attributes and appeal of our brand, a key selling tool where competition is fierce. Let’s take a look at the event.
Receptive tour operators are key partners to bring Canada Signature Experiences to market. Approx 80% of all CSE’s are tariffed by RTO’s who sell to tour operators in all markets – bringing the collection to travelers worldwide.
Objectives:Provide an opportunity for Canadian Partners to develop meaningful relationships with CTC’s 22 Key Account Clients who purchase and promote Canadian products and experiences;Introduce authentically regional activity and Canadian Signatures Experiences to the programming;Maximize the potential of these relationships and facilitate the synergies that drive business to Canada; Recognize our key accounts’ commitment to selling Canada; andContinue to ensure Canada’s hallmark status in unparalleled hospitality.Featuring CSE:Muskoka, Rockies, Whistler, Nova Scotia, Victoria, Sonora (2011), CMH Bugaboo (2012), Charlevoix (2013)
Canada’s top international business-to-business marketplaceRVC 2013 is now rivaling the best and the biggest international business marketplaces for quality of showKEY STATS400 buyers from 22 countries at RVC 2013Over 900 delegates from more than 512 organizations will sell Canadian products and servicesAppointment requests: 51,000+ (up approx. 15% over last year of 44,000)NEW INNOVATIONSWe’re proud to introduce a new Mobil App with year-round access to the attendees list and improved communications. We’ve developed a comprehensive strategy for media relations and are pleased with record attendance of 25 travel trade media covering RVC this year—exceeding our target. These media are from both our international markets and, for the first time, from Canada. CTC has designed an exciting “Spirit of Canada” Zone which will visually highlight each province and territory, locate our Canadian Signature Experiences and offer with thumbnail descriptions.We have a refreshed sponsorship package and new sponsors, as well as a renewed focus on improving activation and ensuring great value for investment.
Major online booking companies have begun to group and clump itineraries together based on their assumptions of what they think the traveler wants, making it even more confusing to understand what the company is trying to sell in the first place. Due to the decrease in flight availability and capacity, booking seats together is just one aspect that has become increasingly harder. A travel agent has the ability and resources to sort through these dead ends and get the traveler exactly what they want. Agents take the time to listen to their clients and really get to know them so they can bring the most pertinent information needed for their trip. John Clifford, President of Internationaltravelmanagement.com, believes this is a major reason why people are returning to the “lifestyle guides” of the travel industry.