7. 21%
18%
23%
17%
8%
12%
0% 5% 10% 15% 20% 25%
Less than two weeks
2-4 weeks
1-2 months
3-4 months
5-6 months
More than 6 months
How Far in Advance Decision is Made to Visit NS
How Far in Advance Decision is Made to
Visit NS
Source – 2010 NS VES
15. • 80% of people use the internet for their trip decision-
making
Re-developed regional website – launched in August 2012
Features include
◦ Focus on experiences and icons/lures
◦ Destination Spotlight/Locals Know
◦ Interactive Map
◦ Festivals & Events (better format)
◦ Enhance website listings for members – includes social
media, google map placement,
◦ Photo Gallery
◦ Videos
16.
17. •Members are
identified by pins on
the interactive map
•You can search by
region or category or
both
•When you highlight
and click one of the
pins, it will provide
a brief overview of
the business and a
link to the website or
more details
19. In 2012, developed a Page on
the regional website
highlighting the UNESCO
World Heritage Sites
◦ Old Town Lunenburg
◦ Landscape of Grand Pre
◦ Southwest Nova Biosphere
Reserve
In 2012, in
partnership, developed 9 videos
from the UNESCO Biosphere
(focussing on experiences)
which are highlighted on the
page
20. Business Travellers make up 35%
of the market in Nova Scotia
Outside of HRM, the region hosts
the largest number of facilities
that can accommodate meetings
& events
Developed a page on the website
(www.meetnovascotia.com)
◦ Facilities Chart developed (8
key partners)
In 2013:
DSWNA, in partnership will continue to build more content on the
page and highlight experiences to attract potential meetings & events
Identify how we can better feature our region in the provincial
publication – Meet Nova Scotia
21. In 2012,
◦ Facebook Page (Industry) – stay up to date on What’s Happening in
the region
◦ Twitter (industry)
◦ Blog
◦ Pintrest
◦ Linked In – Company Profile
◦ YouTube
In 2013:
DSWNA will increase facebook industry members by 10%
from 425 to 468
DSWNA will create a consumer/visitor facebook page and
twitter feed highlighting the regions
22. In 2012, we communicated with over 8,100 (increased 35%
over 2011)
Gathered at trade shows, contesting and website
In 2013:
DSWNA will increase travel club by 5% from 8,137 to 8,543
DSWNA will communicate with Travel Club at least 8
times/year
23. 79%
15%
6%
Overall Visitation to website
Canada
US
Other
Top 5 Canadian
provinces were:
Nova Scotia
Ontario
Quebec
Alberta
New Brunswick
Top 5 US states were:
Massachusetts
New York
California
Florida
Pennsylvania
25. In 2012, we were able to reduce the bounce rate slightly and increase
the number of unique visitors to the site; however we did not achieve
our goal set last year, which was to increase visits by 10% and reduce
bounce by 7%
Total Unique
Visits
Bounce Duration
2012 53,054 50.89% 2:40
2011 52,000 52.41% 2:27
Difference +2.03% -2.91% +8.69%
26. January 1-May
31
Total Unique
Visits
Bounce Duration
2013 21,904 48.59% 2:57
2012 19,714 53.85% 2:27
Difference +11.11% -9.76% +20.88%
In 2013:
DSWNA will reduce bounce rate by 2% from 50.89% to 49.5%
DSWNA will increase unique visits by 2% from 53,054 to
54,200
27. Hosted several Travel Media in 2012
◦ Jeremy Bradley, Radio Personality
◦ Jeannie Buckley, Boston Globe
◦ Michelle Newman, Independent Travel Writer
◦ Other in partnerships with NSTA & Destination Halifax
Go Media Fam, in partnership with Destination Halifax
As a result, one of the French writers came
back to Southwest Nova Scotia and wrote a
14-page article on the region – valued at
over $160,000
28. A strong partnership was formed with Bay Ferries,
Discover Saint John, Irving and the Nova Scotia Tourism
Agency for the 2013 season marketing the Ultimate Bay
of Fundy Road Trip.
Focuses on one night in Saint John and at least 3 nights in
Southwest Nova Scotia
6 accommodation providers partnered on this initiative
(Old Orchard Inn, White Point, Brier Island Lodge,
Admiral Digby Inn, Digby Pines, Ye Old Argyler Lodge)
Being marketed in New England, Ontario and Bay Ferries
markets, contact Lists, etc
Product Awareness for Bay Ferries Call Centre (on-going)
29. 61% learned of an event, activity or area of the province they were not
aware of currently
34% took part in an event or activity as a result of their visit
31% visited a different area of the province as a result of their visit
4% extended their stay
DSWNA assists in the co-management of 25 VICs in our region from
Windsor to Chester
In early 2013, the VIS Task Force reviewed the funding/investment
formula for the VICs in the region
A further review will occur this summer in preparation for the VIS
Strategic Plan in 2014.
In 2013:
DSWNA will train a staff person to be a facilitator for the
new WorldHost Program.
DSWNA will re-vamp the Recommend the Southwest
Program!
30. Bi-Lingual – partnership with Yarmouth & Acadian Shores
Tourism Association
Gather research on visitors to the region – what motivates
them to travel to Southwest Nova Scotia and are we meeting
their expectations?
On-Line Survey- ww.winnovascotialobster.com
31. In 2012, creation of an industry facebook page (over 400)
Circulate newsletters and marketing opportunities (over 900 industry)
Created an industry twitter (200 followers) since January
Hosted 2 cafes/region in 2012-2013 and an Annual General Meeting in Spring and a
Semi-Annual Meeting in Fall
In 2013:
DSWNA will increase distribution list by 2% from 974 to 993
DSWNA will develop a new newsletter template – Southwest Connections
DSWNA will develop a new industry portal (will not require log-in for
members)
DSWNA will host at least three (3) industry café(s) for stakeholders in
each region
DSWNA will develop a survey to gauge and assess the new industry
communications
33. In 2012, the association reviewed the membership program and
developed a more concise and clear package outlining the benefits
of being a member
Pays an annual fee ($50.00) which includes an enhanced listing on
the website, access to social media feeds, member pricing on
marketing opportunities and industry updates, etc..
New this year, the municipal units that invest in DSWNA will
receive a full membership listing for all of the non-for-profits within
their municipal unit.
DSWNA will spend time engaging members in the region in 2013.
In 2013:
DSWNA will increase membership by 10% from 172 to 189
34. As mentioned previously, we engaged in a new
partnership with Bay Ferries Ltd and Discover Saint
John and the NSTA using the Bay of Fundy as the link
In 2013:
In partnership with Nova Scotia Tourism,
ACOA, YASTA, Region of Queens, Shelburne
County Tourism Association and Bluenose
Coast will welcome Roger Brooks from Destination
Development Inc to the region for opportunity
assessments.
35. Tourism brings in over 4 million in direct tourism receipts in the
region
Fair and mutually beneficial program
Leverage industry, municipal and marketing dollars
Leverage marketing dollars necessary to meet long and short term
goals
20 out of 29 participated in 2012-2013
In 2013:
DSWNA will review and update the Municipal Investment
Program in 2013
DSWNA will establish a Municipal Committee to assist with the new
program for 2014 and beyond
36. Moved into a new head office location
◦ Strategic Partnership with Town of
Bridgewater and Municipality of the
District of Lunenburg
◦ Adjacent to a VIC off of the 100 series
highway
◦ Moved into the location May 1, 2013
Partnered with La Societe Acadien to
promote Acadian tourism product in
New Brunswick & Quebec
37. Ottawa Travel & Vacation Show
◦ Partnered with Nova Scotia
Tourism Agency
◦ 20,000 attendance
Saltscapes East Coast Expo –
April 2012
◦ 31 booths
◦ 28,000 attendance
Saltscapes Expo – July 2012
(Toronto)
◦ Partnered with Nova Scotia
Tourism Agency, Saltscapes and
Partners
◦ 78,000 attendance
38. Optimyz Health Expo – January 2013
Centre Stage activities/demonstrations/talks
A lot of interest in outdoor activities and the region
Atlantic Motorcycle & ATV Show
February 2013
Over 9,400 attendees
AAA Travel Marketplace – MA
March 2013
USA Market
17,000 attendees
Sports & RV Show – March 2013
10,000 attendees
40. Billboards
◦ 3 billboards (4
weeks/billboard
◦ Landing page for each
billboard
Webcams
◦ Monthly leaderboards
◦ Top referral site to DSWNA
website
◦ 28 webcams in region
Halifax Kiosk
(Waterfront)
◦ Partnered with See Dee’s on
the waterfront in 2012
43. The Challenging Marketplace
• Declining visits to Nova Scotia
• Transportation
• Industry in Transition
• Shifting Marketplace
• Tourism as an Economic Driver
45. The Opportunity
• NSTA 5 year Strategy
• Southwest Tourism Task Team
• Leverage & Collaborate our Marketing efforts
• Tourism accounts for 2% of all economic
activity in Nova Scotia
• Website Growth
50. OUTDOOR ENTHUSIASTS
THE SOFT ADVENTURER-
ONE WHO APPRECIATES
LOCAL CULTURE & CUISINE AFTER A DAY SPENT HIKING,
KAYAKING OR WHALE WATCHING.
Target Markets
52. Marketing Opportunities
• Online- focus on a mix of programs and networks with all
impressions geo targeted
• Inserts-offer more creative flexibility for one or more
partners. We can finely target . Repurpose creative.
• Newspapers-we have packages with New Brunswick (in
various combinations) and Nova Scotia the Chronicle Herald
• Saltscapes Printed
• Billboards-in partnership with members
• Tradeshows
• Travel Media & Concierge Programs
53. Online
• Pre roll a tool to raise awareness- 15 second pre
roll video (video that runs before news of or
entertainment video content)
• Leaderboard special rates & packages
• Big box special rates & packages
• Geo-targeted to our target market in whatever
ratio is required by tactics and partners
• Webcams-one of five top referral sites for
DSWNA
54. Inserts
• Offer creative flexibility
• Targeted to households most receptive
• Repurpose creative
56. Even More Marketing Opportunities
• Saltscapes Printed
• Billboards
• Tradeshows
• Travel Media & Concierge Training
57. Already in Market
• Summerscapes 2013
• Bay Ferries The Ultimate Bay of Fundy Road
Trip
• Summer Vacation & Golf Guide
• La Societé Acadien
• Travel Media
Over 50% of visitors to Nova Scotia are from Atlantic Canada
Fundy Shore is showing an increase to the end of October, while South Shore is showing a decrease by about 3%
Shelburne County had a few months of not having enough properties reporting and this would affect the rooms night sold total. Approximately 900 rooms difference between the previous year
Shelburne County had a few months of not having enough properties reporting and this would affect the rooms night sold total.
Based on Visitors Counselled – as you can see majority of our visitors are from Atlantic Canada with Ontario being the second largest market between May - October 2012
Provided contesting to capture names and evaluate the show. Handed out material for the region, etc
