Embed Size (px)
Citation preview
TourismPartnership and Program
Opportunities for Industry Partners
2013
Opportunities for IndustryAs part of the ongoing implementation of the 2010-2013 Provincial Tourism Strategy, the Department of Tourism, Heritage and Culture has made strategic investments to generate awareness and create demand for New Brunswick’s tourism industry. Many valuable partnership opportunities and programs are available to our industry partners so that they may leverage and optimize their marketing dollar.
In this document, you will find a wide range of options to help you maximize the effectiveness of your marketing investments as well as all the contact information you need to get started.
The benefits are three-fold:
1. With our precisely targeted consumer approach, you will reach the travelers who are truly interested in what you have to offer, more effectively
2. Your advertising dollars will work harder; not only does your message reach the right people, you save money when you share the costs with the Department of Tourism, Heritage and Culture
3. It’s a simple way to broaden your reach and increase your overall exposure.
Several of the opportunities are available on a first-come, first-serve basis, so we urge you to contact us as soon as you can.
We look forward to working with you.
Explorer QuotientWe’ve increased our competitive edge, investing in research that enables us to identify and engage our best customer in new high-yield segments with high propensity to travel to New Brunswick. Using the power of the Canadian Tourism Commission’s Explorer Quotient™ (EQ) segments, all of our marketing and communications can be focused on the motivators for our top EQ segments – the Authentic Experiencer, Cultural Explorer, and No-Hassle Traveller –enabling us to maximize our appeal, increase consideration, inspire action and drive bookings.
This in-depth knowledge and insight is applied to every aspect of our marketing and communications, to deliver a smart, effective, highly integrated, synergistic brand.
Table of ContentsOpportunities for Industry Partners
Web . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Tourism Self-Serve . . . . . . . . . . . . . . . . . . . . . . . . . 1
Social Media. . . . . . . . . . . . . . . . . . . . . . . . . . . . . 1
Online Booking Search Engine for Accommodations . . . 2
Provincial Touring Guide Advertising . . . . . . . . . . . . . 2
Travel Trade . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 2
2013 Advertising Campaign . . . . . . . . . . . . . . . . . . . 6
Consumer Shows . . . . . . . . . . . . . . . . . . . . . . . . . 6
Travel Media Programs . . . . . . . . . . . . . . . . . . . . . . 6
Visitor Experience . . . . . . . . . . . . . . . . . . . . . . . . . 8
Experience Collection Program . . . . . . . . . . . . . . . . 8
Visitor Information Centres . . . . . . . . . . . . . . . . . . . 8
Product-Knowledge Familiarization Tour . . . . . . . . . . 9 VIC Digital-Screen Advertising . . . . . . . . . . . . . . . . . 9 Tourism Communication Centre . . . . . . . . . . . . . . . . 9 Virtual Transfers . . . . . . . . . . . . . . . . . . . . . . . . . . 9
2012 Tourism Partnerships and Programs 1
WebResearch confirms the internet’s absolute dominance in today’s travellers’ decision-making process. Google has become the undisputed starting point for online travel information, so Search Engine Optimization (SEO) and Search Engine Marketing (SEM) are more important than ever. Tourism, Heritage and Culture continues to strengthen all aspects of our on-line presence and offering to the consumer. Your participation is essential to enhancing their on-line experience.
Here are some of the many cost effective ways operators can optimize their success rates through online programs.
Tourism Self-ServeWe have reorganized the Tourism Self Serve (TSS) tool to offer the operators a single access point not only to maintain the content of your product(s) but also have access to training, industry opportunities and to other information published from the tourism sector. This page is your central hub; you can find recent and up-to-date news about our provincial tourism operators and even some of your colleagues. You will also find upcoming marketing opportunities, market places and consumer shows posted here for both your information and participation. This initiative also allows operators to access Tourism New Brunswick’s official consumer website database, where you can update and alter the information and content on your operator profile.
Who should participate: All operators with a profile on the consumer website.
Cost: FREE
For more information, contact: Anne Guimond at 506-457-7874 or [email protected].
2013 Deals Position and Feature ButtonsThe travel industry has embraced the importance of online content to potential travelers. Today’s travel consumers, in particular the No-Hassle Travellers, are looking for deals and special offers and are highly predisposed to seeking out information.
Operators can choose from these options:
2013 Deals Position: Three options available: Winter Season, Summer Season and Annual. Can be purchased and featured in both French and English.
Feature Button: Two options available: Seasonal position and Annual. Can be purchased and featured in both French and English.
Who should participate: NB Tourism operators Rates :
2013 Deals Position Winter Season (Jan 9-Mar 2)
$350
Summer Season (April 1 – Oct 31)
$700
Annual (Jan 1-Dec 31)
$1,100
Feature Button Seasonal Positions (April 1 – Oct 31)
$250
Annual (Jan 1- Dec 31)
$350
For more information, contact:Hawk Communications 1-800-606-4295
Social MediaThe Department of Tourism, Heritage and Culture continues to be engaged and be active within social media year-round. From outreaching to bloggers and forums, to engaging within Facebook and Twitter, YouTube and Flickr, our approach is to offer relevant and real-time content for our followers and influencers to share, respond and engage. We would encourage anyone who is not currently using one or more of these channels to do so.
You can email [email protected] to let us know you’re engaged with social media. We will follow and amplify your efforts as much as possible through our main channels listed here:
www.facebook.com/tourismnewbrunswick
www.twitter.com/seenewbrunswick
www.twitter.com/tourisme_nb
www.youtube.com/TourismNB
www.flickr.com/photos/tourismnewbrunswick/
If you would like further direction on how to engage with the department’s social media efforts or for further information on the social media program, please contact: Angélique Binet at 506-443-3373 or angé[email protected] .
2 Opportunities for Industry Partners
Online Booking Search Engine for AccommodationsConsumers can search for rates and availability as well as book their reservations online from the TourismNewBrunswick.ca website. This program allows the consumers to book using your reservation system, right from the Tourism New Brunswick consumer site. Operators who don’t have their own reservation system can sign up for a free system through Tourism New Brunswick.
Who should participate: Any NB Approved or Canada Select accommodations operators.
For more information, contact: Carol Alderdice at 506-444-5990 or [email protected].
Provincial Touring Guide AdvertisingNew Brunswick’s Provincial Touring Guide is one of the Department of Tourism, Heritage and Culture signature information pieces. 375,000 guides are distributed annually to Visitor Information Centres, accommodations, consumer shows and trade shows and attractions across the province.
For more information on advertising in the 2014 Touring Guide, contact: Hawk Communications 1-800-606-4295
Travel TradeTravel trade marketplaces represent an important opportunity for business-to-business meetings, networking, and a focused venue for our partners to promote and potentially develop new business channels for their attractions, experiences, products and services. Participating in these marketplaces enables valuable interactions and information-sharing, opportunities for wholesalers and tour operators (travel companies) to develop and strengthen relationships and business opportunities, and for staff and NB Industry to discuss broader issues facing the New Brunswick tourism market.
These programs and costs vary and are subject to change. Participation is limited and trade qualifications may apply. All costs are in Canadian dollars unless otherwise specified.
*Note: operators must be “trade ready” to participate in the marketplaces.
Event : Rendez-Vous Canada (RVC)Date: May 11-15, 2013
Location: Ottawa, ON Website: www.rendezvouscanada.travel
Description: Represents group, fully independent traveler (FIT) tour companies and online travel agency (OTA) from domestic and international markets. RVC offers one-on-one prescheduled appointments, industry update sessions, and networking opportunities.
Who Should Participate: Tourism industry suppliers, destination marketing organizations and receptive tour operators with export-ready travel product for sale to domestic and international markets via group, and fully independent traveler (FIT) tour operators, and online travel agency (OTA) channels. New Brunswick Tourism, Heritage & Culture’s strategic travel trade markets include; Canada, USA, UK, Germany and France.
For More Information: Lynn Meehan,Market Development USA at 506-444-6720 [email protected]
Event: IFTM – Top RésaDate: September 24-27, 2013
Location: Paris, France
Description: Business-to-business marketplace, for travel industry professionals based in the France market. This represents an opportunity to meet travel agents, product managers of major travel companies, travel media, etc.
2013 Tourism Partnerships and Programs 3
Who should participate: Attractions, events, accommodations, experience operators, receptive tour operators, and destination marketing organizations.
For more information, contact: Emmanuelle Winter at 33 66 72 22 26 48 or [email protected].
Event : Bienvenue QuébecDate: Octobre 28-30, 2013
Location: Hôtel Le Montagnais, Saguenay, QC Link: Bienvenue Québec 2013
Description: Bienvenue Québec is a three day travel industry event which brings together a diverse range of destinations and industry sectors to domestic and international travel professionals including receptive operators and tour operators offering group and FIT programming. The event’s success resides in a format of pre-established business to business appointments lasting eight minutes, combined with a variety of networking and training activities.
Who should participate: Attractions, events, accommodations, experience operators and receptive tour operators, destination marketing organizations and transportation providers with trade-ready travel products and experiences.
For more information, contact: Janica Daigle at 506-852-6429 or [email protected]
Event: World Travel Mart (WTM)Date: November 4-7, 2013
Location: London, England
Description: A four-day travel industry event, WTM is a business-to-business exhibition presenting a diverse range of destinations and industry sectors to the UK and international travel professionals, including travel companies (tour operators) and travel media. New Brunswick’s participation is in conjunction with the Canadian Tourism Commission and the Atlantic Canadian Tourism Partnership.
Who should participate: Attractions, events, accommodations and experience operators, destination marketing organizations, receptive tour operators, and transportation providers with export-ready travel product for sale to international markets through the travel trade channels.
Cost: Booth costs vary. Registration starts at approximately $6,000. In addition to value added tax (VAT), accommodations and travel costs.
For more information, contact: Lisa Gagnon at 506-457-6701 or [email protected].
Event: Ontario Motorcoach Association (OMCA)Date: November 2-6, 2013
Location: The Westin Harbour Castle, Toronto, ON
4 Opportunities for Industry Partners
Description: The OMCA Marketplace is the premier event in Canada for North American packaged travel. Over a period of 4 days domestic and international travel companies and tour operators meet face to face with a diverse range of North American travel destinations and travel industry sectors during the 7-minute pre-scheduled appointments, OMCA also offers a range of seminars and networking opportunites at various times during the week.
Who should participate: Attractions, events, accommodations, experience operators and receptive tour operators, destination marketing organizations and transportation providers with trade-ready travel products and experiences.
For more information, contact: Janica Daigle at 506-852-6429 or [email protected]. Event: International Travel Show Berlin (ITB)
Date: March 5-9, 2013
Location: Berlin, Germany
Description: A five-day travel industry event, ITB is a business-to-business exhibition presenting a diverse range of destinations and industry sectors to the German and international travel professionals, including travel companies (tour operators) and travel media. New Brunswick’s participation is in conjunction with the Canadian Tourism Commission and the other Atlantic Provinces.
Who should participate: Attractions, events, accommodations and experience operators, destination marketing organizations, receptive tour operators, and transportation providers with export-ready travel product for sale to international markets through the travel trade channels.
For more information, contact: Lisa Gagnon at 506-457-6701 or [email protected] Event: American Bus Association (ABA) Date: January 5-9, 2013
Location: Charlotte, NC Website: www.buses.org
Description: Represents group tour companies primarily based in the United States, with small number of Canadian-based companies. Offering one-on-one prescheduled appointments, professional development and networking opportunities. ABA membership has a high percentage of group tour operators from the New England & mid-Atlantic region.
Who should participate: Tourism industry suppliers, destination marketing organizations and receptive tour operators with export-ready travel product for sale to the USA group travel channels. Delegate must be a member in good standing with ABA to attend.
For more information, contact: Lynn Meehan, Market Development USA at 506-444-6720 or [email protected] Event: New York Times Travel Show (NYTTS) Date: January 18-20, 2013
Location: New York, NY Website : www.nyttravelshow.com
Description: This 10th annual premier consumer travel show features approximately 500 exhibitors representing over 150 countries focusing on travel destinations, tour operators and cruise lines. The four Atlantic Canada Provinces partner together within an Atlantic Canada section.
Who should participate: Tourism industry suppliers, destination marketing organizations and receptive tour operators with export-ready travel product for sale to the USA, primarily to the mid-Atlantic region consumer and travel professional market.
For more information, contact: Lynn Meehan, Market Development USA at 506-444-6720 or [email protected]
2013 Tourism Partnerships and Programs 5
Event: National Tour Association (NTA)
Date: January 20-23, 2013
Location: Orlando, FL Website : www.ntaonline.com
Description: Represents group and FIT tour companies based in the USA offering one-on-one pre-scheduled business appointments, professional development and networking opportunities.
Who should participate: Tourism industry suppliers, destination marketing organizations and receptive tour operators with export-ready travel product for sale to the USA group and FIT travel channels. Delegate must be a member in good standing with NTA to attend. For more information, contact: Lynn Meehan, Market Development USA at 506-444-6720 or [email protected] Event: Educational Travel Conference (ETC)
Date: January 23-27, 2013
Location: Orlando, FL Website: www.travelearning.com
Description: Founding conference for non-profit educational adult travel from university alumni, museum, zoo and conservation organizations based in the USA. Small number of Canadian universities attends. ETC is the only forum of its kind dedicated to the advancement and education of travel professionals in the business of developing programs for lifelong learning through travel.
Who should participate: Tourism industry suppliers, destination marketing organizations and receptive tour operators with export-ready travel product for sale to the USA group and FIT adult educational travel channels. For more information, contact: Lynn Meehan, Market Development USA at 506-444-6720 or [email protected] AAA Travel MarketplaceDate: March 3-5, 2013
Location: Foxborough, MA Website: www.southernnewengland.aaa.com
Description: The 10th Annual AAA Travel Marketplace is the premier Southern New England AAA member and AAA agent consumer travel show of the year with attendance just under 18,000.
Who should participate: Tourism industry suppliers, especially if AAA/CAA designated, and destination marketing organizations with export-ready travel product for sale to the New England consumer and AAA agent market. For more information, contact: Lynn Meehan, Market Development USA at 506-444-6720 or [email protected] Event: United States Tour Operators Association (USTOA)
Date: December 5-7, 2013
Location: Scottsdale, AZ Website: www.ustoa.com
Description: Represents senior level representatives from a preferred membership of group and FIT tour companies based in the USA offering one-on-one pre-scheduled business appointments, professional development, and networking opportunities.
Who should participate: Tourism industry suppliers, destination marketing organizations and receptive tour operators with export-ready travel product for sale to the USA group and FIT travel channels. Delegate must be a member in good standing with USTOA to attend. For more information, contact: Lynn Meehan, Market Development USA at 506-444-6720 or [email protected]
6 Opportunities for Industry Partners
2013 Advertising CampaignThe 2013 campaigns are currently under development.As there may be opportunities to participate in co-operative advertising, please watch TSS for updates in early 2013. Should you have any questions, please contact Alanda Banks-MacLeod at 506 444-4691 or [email protected]
Consumer Shows The Department of Tourism, Heritage and Culture will be collaborating once again with New Brunswick’s tourism industry to promote the province at Consumer Shows in key markets. Consumer shows are an important source of travel information to New Brunswick’s target EQ segments.
The Explorer Quotient™ will continue to be the guiding principle in the planning and execution of the 2013 Consumer Show Strategy. Four consumer shows have been identified as key shows for New Brunswick to attend:
Montreal RV show, Montreal, QC– March 7-10, 2013 Ottawa Travel and Leisure Show, Ottawa, ON – March 9-10, 2013 Quebec RV Show, Quebec, QC – March 21-24, 2013 Saltscapes Expo, Halifax, NS – April 26-28, 2013 For more information on registration and deadlines, contact: Jane Caverhill at 506 453-3391 [email protected].
Travel Media ProgramsThroughout the year, the Department of Tourism, Heritage and Culture actively pursues ways to gain positive publicity and media attention for New Brunswick’s attractions and tourism offerings. By attending travel media marketplaces and participating in the media tour program, industry is able to directly promote the province to media organizations and journalists.
Travel Media MarketplacesDescription: Promote New Brunswick to Canadian and international travel media via one-on-one appointments; strengthen existing relationships and cultivate new ones; recruit key media for media tours. The goal is to achieve the maximum positive editorial media coverage – print (magazine and newspaper), online and social–for New Brunswick.
Who should participate: Industry and DMOs interested in generating media exposure, pitching story ideas, and extending and building relationships with Canadian and international travel media. Must have staff dedicated to working with media.
2013 Tourism Partnerships and Programs 7
Opportunity: Canada Media MarketplaceDate: April 15-17, 2013
Location: New York City, NY
Description: Annual marketplace hosted by the Canadian Tourism Commission, promoting Canadian tourism products to U.S. and international travel media.
Registration cost: $3,750 - $5,250 USD
For more information, contact: Heather MacDonald-Bossé at 506-444-5122 or [email protected]
Opportunity: TMAC (Travel Media Association of Canada) MarketplaceDate: June 12-15, 2013
Location: Saskatoon, SK
Description: Annual marketplace for members of the Travel Media Association of Canada hosted by TMAC, promoting Canadian tourism products to Canadian and International travel media.
Registration cost: $900-$1,775
For more information, contact: Alison Aiton at 506-444-3353 or [email protected]
Opportunity: GOMEDIA MarketplaceDate: September 8–12, 2013
Location: Charlottetown, PE
Description: Annual marketplace hosted by the Canadian Tourism Commission, promoting Canadian tourism products to Canadian and international travel media
Registration cost: TBA
For more information, contact: Alison Aiton at 506-444-3353 or [email protected]
Media Tour ProgramDate: Year-round, with majority of media tours taking place May through October, and February through March (winter product)
Location: Throughout New Brunswick
Description: This program promotes New Brunswick’s tourism products by building relationships with and pitching stories to key national and international media, then hosting them either fully or partially during media tours in New Brunswick. The goal is to gain editorial coverage in targeted print (magazine and newspaper), online and social media outlets by having media experience New Brunswick’s products first-hand.
Who should participate: Industry interested in enhancing awareness of their business and/or region to media worldwide. Industry will be approached to participate according to the requirements of the individual media assignment or outlet.
Cost: Offer complimentary or discounted media rates.
For more information, contact: Heather Macdonald-Bossé at 506-444-5122 or [email protected].
8 Opportunities for Industry Partners
Visitor Experience Do you have a tourism project in mind ? Would you like to talk to someone about enhancing your existing tourism product/experience ? Is your business tourism business Market ready ? The Regional Tourism Development Officers are available year-round to assist tourism operators in developing consumer-focused tourism products that deliver exceptional and authentic New Brunswick experiences to our tourism “guests”.
Experience Collection ProgramBuilding an Experience Collection for our “guests”!The Experience Collection Program focuses on experiences that involve the visitor and allow them to connect to the place they are visiting in a meaningful, memorable way, where they leave with a sense of personal enrichment, well-being, accomplishment and escape from the ordinary.
Over the past few years, the department has enhanced the Experience Collection Program by utilizing and integrating the Explorer Quotient™ segmentation research.
For more information on how you can enhance your product offering and/or join the Experience Collection, please contact the officer in your region. You can follow this link Regional Tourism http://www2.gnb.ca/content/gnb/en/departments/thc/tourism/content/tii/regional_team.html or call 506-444-6752 to find out who is the contact person in your region.
Visitor Information CentresVisitor Information Centres play an important role in promoting the province and the tourism industry to our guests. The Travel Counsellor intercepts and entices the visitor to spend additional time in the province. Product knowledge and quick accessibility to information is key to successfully promoting New Brunswick’s tourism product. Travel Counsellors use a variety of tools to enable this process.
We encourage tourism operators to offer training on their product to the staff of Provincial Visitor Information Centres (VICs) by contacting the individual centre supervisor to organize a time convenient for you.
Tourism Brochure Approval and DistributionAll tourism brochures to be racked at Provincial Visitor Information Centres must be approved by the Department of Tourism, Heritage and Culture. The Guidelines for Approval and Distribution can be found on the corporate website: www.gnb.ca/tourism For more information, contact: Lynn White at 506-444-5441 or [email protected]. New Brunswick Private Sector Brochure Distribution Program 2013 Looking for a way to get your brochures out to all of the Provincial and Municipal Visitor Information Centres? Participation in the New Brunswick Private Sector Brochure Distribution Program is voluntary and a fee for service applies. Brochures must receive approval by the Department of Tourism, Heritage and Culture prior to shipping to Davis and Henderson. For more information, contact: Davis and Henderson at 506-632-1354 or 1-800-307-6506 or www.dhltd.com
2013 Tourism Partnerships and Programs 9
Product-Knowledge Familiarization Tour (Fam Tour) Dates: TBD Location: Fundy Coastal Scenic Drive Description: Annually, Travel Counsellors from each Provincial Visitor Information Centre embark on a FAM tour, experiencing first-hand the beauty and the fantastic tourism product offerings New Brunswick has to offer. The tour is part of their training to enhance their product knowledge. This is an opportunity for you to showcase your business by hosting the group who “sell” directly to your guests. Cost: In-kind contribution or a significantly reduced cost of your product and/or service. For more information, contact: Lynn White at506-444-5441 or [email protected]
VIC Digital-Screen Advertising The Provincial Visitor Information Centres have placed 42” digital television screens in each centre that are used to show the visitor images of the province, experiences as well as up to date information (RSS feed) and local weather. This tactic also has the ability to show advertisements. We are able to provide you with the opportunity to showcase your product offering, this is an opportunity to reach the visitor while they are still planning their trip. To discuss this new opportunity, please contact: Lynn White at 506-444-5441 or [email protected]
Tourism Communication Centre The Sales and Services Representatives at the Tourism Communication Centre, located in Campbellton, receive in-bound calls and emails from Canada, the United States and Europe seeking information and assistance in planning and booking their vacation year-round. This is a crucial step in the path to purchase. Sound product knowledge is key to successfully getting the visitor to book their vacation in New Brunswick.
We encourage tourism operators to present their tourism product offering to the Sales and Service Representatives in order to increase their product knowledge and to experience your product first-hand. To organize a session or to discuss further, contact: Susan Chiasson at 506-759-6659 or [email protected]
Virtual Transfers The Tourism Communication Centre offers a Virtual Transfer Program. This service allows our Sales and Service Representatives to transfer a telephone inquiry directly to the tourism operator or municipality when specific information is requested. Cost: Free Who can participate: Operators with toll-free numbers. For more information, contact: Marco Pelletier at 506-759-6616 or [email protected]
