PowerPoint Presentation

DESTINATION CAPE BRETON ASSOCIATION

2012 RECAP 2013 MARKETING GOALS

Update on 2012 Visitor Services GoalsUpdate on 2012 Product Development GoalsUpdate on 2012 Marketing GoalsOverview of 2013 Marketing GoalsOVERVIEW

VISITOR SERVICES

Visitor Services Goals 2012Consultant to be hired and go forward plan developed awaiting final review 2012 season and findingsIncrease the number of visitors to our VICs by 10%18% increase achievedConduct one Industry and one Travel Counsellor Fam Tour. VIC Familiarization Tour 27 operators provided insight to our 22 participants on what visitors will see and do in Cape Breton 2012.For the first time we used a bus for the FAM tour and were able to use drive time by having operators and product groups do presentations on the bus while we travelled.Core VIC staff participation in Storytelling Workshop Completed.Core VIC staff given additional technology trainingCompleted

Collect data on what collateral our visitors want and useSee next slide for detailsMarketing and Visitor Services developed online fulfillment package to meet enquiries year round CompletedConducted one industry professional development sessions to reinforce a tourism culture in Cape BretonCompleted, Inverness Service Industry Initiative

visitor services goals 2012 cont.

Visitor Services Goals 2012Visitors want the following data and collateral:

Provincial and Regional Travel Guides and Maps (Doers and Dreamers, Festivals and Events, Cape Breton Travel Guide)Internal calendar of events printout very useful to the visitorBrochures based on key travel motivators (Motorcycle Guide, outdoor activities, local walking maps, artisan map, hiking trails, Taste of NS Guide)Staff frequently print maps from Google maps to satisfy demand/requests for local street mapsMajor AttractionsFortress of Louisbourg, Alexander Graham Bell Museum, Miners Museum, Cape Breton Highlands National Park, etc.Other Destinations Halifax, South Shore, Fundy Shore, NFLD, NB, & PEFerry schedules

Decrease in the use of traditional rack cards

Additional initiativesExit surveys being conducted see next slide for results

Social media training with staff has been completed

Training done on creating Personal Brochures on cbisland.com itinerary builder tool

Partnership with CB Highlands National Park in Ingonish being explored to operate under the DCBA/Provincial umbrella for 2013

Continued partnership with Cruise Ship Information Kiosk with Golden KTotal Cruise ship passengers landed in 2012 - 86,662

42 Festivals provided assistance through the Provincial Festival and Event Marketing Assistance program

Lure text updates for Doers and Dreamers

QR codes and survey info provided to visitors by VIC staff

2012 Survey timeframe August 25 October 15

30 surveys received 2012Process just completed end of season

The survey platform is now complete and will be available for the full 2013 season

Visitor Exit surveys

Visitor Information Centre Stats YTD

VisitorsChange from 2011Baddeck22,050+6.8%Cheticamp14,407-10%Inverness5,817+35%Louisbourg6,575-5%Margaree7,256+5.4%St.Peters13,674-1.5%Sydney19,291+26%Halifax9808-YTD TOTAL98,878+18%9Cape Breton Visitor Information Centres - Place of Origin statsVisitors self identify their place of origin. 10Halifax Kiosk Visitors Place of OriginNova Scotia14%Other Atl. Canada 2%Ontario28%Quebec 7%Western Canada13%United States21%International14%

Opportunity to influence exists Ontario, US & International Visitors11

PRODUCT DEVELOPMENT

Work one-on-one with 15-20 operators who have undergone a 12 essentials assessment to help them identify their experiences strengths and weaknesses. Support their efforts in enhancing their existing product offering.

Deliver 5 industry workshops on topics such as experiential tourism and packaging.

Increase the number of partners who participate in training and educational opportunities by 50% (Edge of the Wedge, GMIST, best practices missions and market readiness programs), and ensure that all opportunities are promoted through www.dcba-info.com.

Increase the number of purchasable market-ready experiences on novascotia.com, cbisland.com and in print collateral by 30. By delivering workshops and providing tourism advice to private sector partners, we will aggressively work with partners to create purchasable experiences in support of our core experiences / travel motivators.

In addition to working to develop and enhance product for the tourist coming today, DCBA also plays a role in ensuring that infrastructure growth is ongoing Island wide through participation with Island wide organizations which include the Port Authority, McCurdy Airport, Sydney and Area Chamber of Commerce, and Cape Breton Partnership as examples.2012 product development goalsSupport 20 operators to participate in Tourism Technology, a website enhancement program delivered in partnership between the Tourism Atlantic branch of ACOA and the Atlantic Provincial tourism industry associations.Opportunity Assessment of the Tourism Product in designated areas by Roger Brooks

In order to ensure that we have the proper in-house capacity to deliver product development initiatives, the hiring of consultants may be deemed necessary, in addition to mentorship with the province.

Deliver the Strategic Tourism Expansion Program (STEP) for two communities. STEP is designed to close the gap in tourism communities by assisting communities in becoming sustainable tourism destinations and accelerating the exposure of experiential tourism techniques and formulas to a wider audience of tourism entrepreneurs and influencers.

Offer the Accelerated Market Readiness Program (AMR) to operators (Target 10). AMR refers to a business improvement program that offers individual tourism operators the ability to increase their standards of excellence and be more responsive to emerging tourism trends in an inexpensive and timely manner.Deliver a story-telling seminarGoals contd15 one-on-one reviews completed to date:CBRM:Old Sydney Society (both Museum experience and Ghost Tour experience)Cape Breton Centre for Craft & Design,Fortress of Louisbourg Association,Sydney Port Corporation, Beggars Banquet,Two Rivers Wildlife Park, Cape Breton Fossil Centre,Cape Breton Miners Museum,Inverness County:FireHouse Ironworks, Ann Schroeder Studio,Centre de Le Micareme,Richmond County:Guiding Lights of Isle MadameVictoria County: Alexander Graham Bell Museum, Cape Breton Highlands National Park,Glass Artisans Studio

Work one-on-one with 15-20 operators who have undergone a 12 ESSENTIALS assessment

Total of 7 experiential tourism and packaging workshops delivered: (over 75 participants in total)Sydney,Inverness,Saint Peters,St. Anns,Baddeck,MembertouDELIVER 5 INDUSTRY WORKSHOPS ON EXPERIENTIAL TOURISM AND PACKAGINGVictoria County:CindyMcCready,Trailsman MotelGrantHaverstock, Firehouse IronworksDebbie Gale,Silver Dart LodgeBevBryson,Amoeba Sailing ToursMadelineHarvey,Parks CanadaSandyHudson,Municipality of Victoria CountyNonaMacDermid,Municipality of Victoria CountyCarolineVassallo,Destination Cape BretonKelsey Peters, Destination Cape BretonKristinMcInnis,Flourish Management ConsultingAngusMacLeodJohnRoberts,Leather Works Marion Thompson,Leather WorksCBRM:Shari MacLeod,Cape Breton Centre for Craft and DesignStuartCritchley,Sydney Mines Heritage SocietyLynnBaechler,Bras d'Or Lakes Biosphere Reserve AssociationHeatherMacDougall,CBRMTom Miller,Cape Breton Miners MuseumJamesKerrCape Breton Miners MuseumLloydetteMacDonald,Louisbourg Economic Development SocietyArdithFillmore,Sydney Ports CorporationEmily MacDonald,Integral GeomaticsJessicaKlein-Herenbrink,Bras d'Or lakes Watershed Interpretive CentreDianeMcKay,Sydney Ports CorporationGaryPardy,Integral GeomaticsJenniferLeBlancOld Sydney SocietyKennyBooneVirginia MacIsaac,Relative Productions/CMIC Archives

Creating Visitor ExperiencesWorkshop Participants

Richmond County:Jeff StanleyDenise Blanchard-Carpentier(NS Tourism)Marg HerdmanRoberta PatonSarah Nettleton Rhoda GilletMichelle RichardsLaken DeloreyGreg SilverCeltic Heart Product GroupRodney ChaissonPauline MacLeanKatherine MacLeodTracey MacNeilMary Pat MombourquetteYvette RogersColin MacDonaldGail MontgomeryInverness County:GloriaDeBaie,Tears of GlassBrendaReichel,Tears of GlassPatrickMacDougall Meghann Dunphy,Cabot LinksSusanMallette,Municipality of Inverness/Port HoodEleanor Ryan,Gables MotelLauraGasiliausraite,Judique and Area Development AssociationDwayne MacEachern,Judique and Area Development AssociationHelena & LouisBurke,Little Pond Stables Inc.ShannonMacDougall,Ceilidh Tent & Event RentalsDonna MacDonald,Municipality of InvernessMoniqueAucoin,Centre de la MiCareme

Creating Visitor ExperiencesWorkshop Participants Cont.14 GMIST participants in 2012Colin MacDonald, Gaelic CollegePauline MacLean, Highland VillageSharon Paul, EskasoniJamie Doyle, MembertouRobert Slade, WagmatcookJennifer LeBlanc, Old Sydney SocietyKelsey Peters, DCBAIda LeLivre (en franais)Marive Thrriault (en franais)Diane Poirier (en franais)Sara Nettleton, Rock Loaf FarmRobin Mombourquette, Richmond CountyMargaret Hurdman, Guiding Lights of Isle MadameGreg Silver, Cape Breton Sailing Charters

Best Practices attendeesExperiential CuisineScott Morrison, FlavorEarlene Busch, Chanterelle Country InnMeetings and Conventions Mary Tulle, DCBA,Paul Carrigan, Sydney Port CorporationPaul MacDonald, Centre 200 Cathy MacKenzie, ECBC Alex Paul, Membertou Trade and Convention Centre)Adventure TourismKelsey Peters, DCBATera Lee Framework Cycle & FitnessINCREASE THE NUMBER OF PARTNERS WHO PARTICIPATE IN TRAINING AND EDUCATIONAL OPPORTUNITIES BY 50%Increase of 56% to date over 2011.Increase in online experience and package listings by more than 50

Experiences and Packages booklet (two runs; more than 30 participants)INCREASE THE NUMBER OF PURCHASABLE MARKET-READY EXPERIENCES ON ONLINE AND IN PRINT BY 30.

Rising Tide ExpeditionsGlenora Inn & DistilleryFortress of Louisbourg AssociationEskasoni Cultural JourneysHighland VillageFis an EileinAlexander Graham Bell MuseumCape Breton Miners MuseumFireHouse IronworksAnn Schroeder StudioBaddeck Gathering CeilidhsCape Breton Centre for Craft & DesignSilver Dart LodgeNormaway InnPoint of View SuitesOld Sydney SocietyFortress of Louisbourg National Historic SiteCabot Links Bell Bay Golf ClubLePortage Golf ClubVelo Cape BretonCape Breton Sailing ChartersBras dOr Lakes InnAmeoba Silver Dart LodgeCabot Trail MotelIsland Sunset Resort

Online Experience and Package ListingCape Breton Fossil MuseumThe Lakes Golf ClubDundee Golf Club & ResortDoneldas Puffin Boat ToursCastle MoffettBaddeck Forks Golf ClubCape Breton ResortsRight Some GoodGreat EARTH ExpeditionsChanterelle InnKeltic LodgeHike the HighlandsHighlands LinksNorth River Kayak ToursCape Breton Highlands National ParkGaelic College

Celtic ColoursPoint of View SuitesGlenora Inn & DistilleryBaddeck Gathering CeilidhsAlexander Graham Bell MuseumCape Breton Centre for Craft & DesignEskasoni Cultural JourneysFortress of Louisbourg National Historic SiteFireHouse IronworksCape Breton Miners MuseumHighland Village MuseumFis an EileinSilver Dart LodgeNormaway InnDoneldas Puffin Boat ToursVelo Cape Breton

Island Sunset Resort & SpaBras dOr Lakes InnCape Breton ResortsCabot Trail MotelCape Breton Sailing ChartersCastle MoffettCabot LinksThe Lakes Golf ClubBell Bay Golf ClubLePortage Golf ClubDundee Golf Club & ResortRight Some GoodGaelic CollegeCape Breton Highlands National ParkNorth River Kayak ToursKeltic Lodge Resort & SpaChanterelle InnHighlands Links

Experiences and Packaging Booklet 20 operators are currently going through the program including:Richmond County:A B&B by the RiverVillage on the Canal Association

Inverness County:Maritime Inns & ResortsGlenora Inn & DistilleryDoug Fraser ArtThe Clove Hitch

CBRM:Martin ArmsFeis An Eilein Old Sydney SocietyMembertou Heritage ParkCape Breton Miners MuseumSydney Mines Heritage SocietyVictoria County:Cabot Shores Wilderness Resort Cabot Trail MotelCastle Rock Country InnBaddeck MarineGaelic College of Arts & CraftsColouratura Art GalleryEnglish Country Garden B&B Lantern Hill & Hollow

Support 20 operators through website (re)development (TT.com)Cabot Trail Reassessment and Ceilidh Trail Assessment took place between September 13th- September 18th

Community workshops:

Cabot Trail: Sept. 19th, 2012Ceilidh Trail: Sept. 20th, 2012DELIVER AN OPPORTUNITY ASSESSMENT OF THE TOURISM PRODUCT IN DESIGNATED AREAS BY ROGER BROOKSNancy MacLean, Baddeck Gathering Ceilidhs Jim Morrow, Bras d'Or Graphic Marketing/ Victoria Standard Newspaper Lisette Bourgeois, La Socit Saint-Pierre Paul Gallant, CTACA - Chticamp Yvette McPhee, La Socit Saint-Pierre Helena & Louis Burke, Little Pond Stables John Stinson, Old Miller Trout Farm Robert Bernard, Wagmatcook Culture & Heritage Centre Michael Bona, Wagmatcook Culture & Heritage Centre Robert Slade, Wagmatcook CleanWave Restaurant Catherine Ann Fuller, Dept of Economic and Rural Development and Tourism Jim Morrow, Bras d'Or GraphicsHelen Sievers & Richard Roberts, Auberge Gisele's Inn Polly Ann Macdonald, Nestle In B&B & Suites John Stinson, Old Miller Trout Farm Pat Stinson, Old Miller Trout Farm Betty Finnegan, Bras d'Or Lakes Campground Loreto Doyle, Cabot Trail Writers Festival Vince Forrestall, Victoria County Naturally Active Physical Activity Strategy Marie Aucoin, Media - The Participaper Angela LeBlanc, Cajun Cedar Log Cottages Donna MacDonald, Municipality of the County of Inverness Cathy MacKenzie, ECBC Blaine Gillis, Strait-Highlands Regional Development Agency Anita Coady, MADA Jillian Cormier, Inverness County Centre for the Arts Diane Poirier, Co-op Artisanale Leandre LeBlanc, Le Centre de la Mi-Carme Denise MacLeod, Silver Dart Lodge Eliot Frosst, personal / Ross Ferry Stewardship Society Ruth Schneeberger, Big Intervale Fishing Lodge Marie Aucoin, Media - The Participaper for the Municipality of Inverness County Margie Beaton, Gaelic College Marive Therriault, Cape Breton Highlands National Park Simone Boudreau Parks Canada, CBHNP Anna MacDonald, Gaelic College Gena Briand, Cape Breton Highlands National Park Cathy Aucoin, Parks Canada Angelo Spinazzolo, North River Kayak Tours Elaine Wallace, Parks Canada Ian A. Green, North East Highlands Chamber of Commerce Manon Cuthbertson, Parks Canada - Cape Breton Highlands National Park Donna Frizzell, Piper Pewter Inc Lucille Timmons, Cabot Trail Facade & Streetscape Sharon Harrison, Lantern Hill & Hollow

Roger Brooks Cabot Trail Workshop Participants

Donna MacDonald, Municipality of the County of InvernessCathy MacKenzie, ECBCBlaine Gillis, Strait-Highlands Regional Development AgencyAnn Schroeder, Ann Schroeder StudioCharlotte Miller, Strathspey PlaceGeraldine Beaton, Municipality of County of InvernessLaurel Browne, Witsend Farm Bed and BreakfastDebra MacDonell, Strathespey Place Anne Little, Municipality of the County of InvernessBetty Ann MacQuarrie, MOS Pioneer ShrineWilson Cameron, Ceilidh Coastal Trail AssociationSuzanne C. MacDonald, Mabou Village GalleryColin & Rachel MacDonald, Lighthouse CottagesFrank Macdonald, The Inverness OranKathy Hannigan, Cabot LinksBlaise MacEachern, Inverness County Destination Trail ProjectPauline MacInnis, IndependentMelissa MacInnis, East NovabilityKelly Austin, The Farmer's Daughter Country MarketKay Robertson, Inverness County Centre for the ArtsDiane Mouland, Inverness OranInez Forbes, Inverness OranDoug fraser, Doug Fraser Art GalleryKinnon Beaton, Celtic Music CentrePatricia vanZutphen, Clove Hitch Bar & BistroBeth Ryan, The RefineryEleanor & Alex Ryan, Gables MotelCaroline Cameron, Gaelic Council of Nova ScotiaDarlene Cameron, Inverness County C@P Network SocietyAlice Freeman, The Bear Paw Gift shopMadonna MacInnis, Inverness Visitor Center

Roger Brooks Ceilidh Trail Workshop Participants

Cabot TrailTemporary working group has formed to determine whether the need exists for a governing body moving forwardCabot Trail industry/operator engagement session scheduled for March 2013 to determine what the Partners are already doing

Ceilidh TrailPreliminary meeting took place February 2013They should begin their Cape Breton experience on the Ceilidh Trail, then go to the Cabot Trail. Their experience will be richer and more enjoyable. Roger Brooks

ROGER BROOKS RECOMMENDATIONS UPDATELouisbourgSteering committee/chairperson in placeWorkshops #1 and #2 completeReverse Best Practices took place Dec. 6th (representative from Tignish)Community meeting took place Jan. 30, 2013Six business people to attend Edge of the Wedge in AprilConsultant draft #3 received (open to committee review and input)

Baddeck:Steering committee/chairperson(s) in placeWorkshop #1 completeReverse Best Practices took place Dec. 6th (representative from Tignish)DELIVER THE STRATEGIC TOURISM EXPANSION PROGRAM (STEP) FOR TWO COMMUNITIES

Baddeck committee to date

Jan Vickers, co-chairGlen MacDonald, co-chairMichael St-Denis, Alexander Graham Bell Tom Wilson, MunicipalityAnna MacDonald, Gaelic CollegeDenise MacLeod Eddie Keeling Katrina MacKenzie Linda MacRae Liz Grub Paula Blashcheck Tracey Dares MacNeilCatherine Ann Fuller Donelda MacAskillCathy MacKenzie, ECBC ex-officioKelsey Peters, DCBA

SynergyLouisbourgDorothy Payne, ChairLloydette MacDonald, CoordinatorCathy MacKenzie, ECBC ex-officioCindy Hynes, CBRMKelsey Peters, DCBAChip Bird (Parks Canada ex-officio)Mireille Fiset, N.S. Economic and Rural Development and Tourism ex-officioLester Marchand, Parks CanadaMitch McNutt, Fortress of Louisbourg AssociationJim DeVries, Lobster KettleIris Stevens, RetiredAnnette LeBlanc, Louisbourg SeafoodsParker Bagnell, Heritage House B&BLinda Kennedy, Point of View SuitesMichele Leamon, Louisbourg PlayhouseGarrett Bagnell, YouthDarlene Bagnell, Visitor Information CentreCommittee membersCBRMLouisbourg PlayhouseOld Sydney SocietyCape Breton Centre for Craft & Design Cape Breton Miners MuseumSydney Port CorporationInvernessCeltic Music Interpretive Centre (value-added)Centre de La MiCaremeGlenora Inn & Distillery (value-added)The Clove HitchInverness County Centre for the ArtsLes Trois Pignons

OFFER THE ACCELERATED MARKET READINESS PROGRAM (AMR) TO OPERATORS (TARGET 10)

Contracts AwardedHarvey Sawler (Inverness County)Laurel Reid (CBRM)Consultations took place week of October 1st-5th5 storytelling workshops were heldLouisbourg,Sydney River,St. Anns,Inverness,St. PetersDeliver a Storytelling Workshop52 participants in total

Louisbourg VIC Lawrence Burman, Fortress of Louisbourg David Ebert, Fortress of Louisbourg Lloydette MacDonald, Louisbourg Economic Development Darlene Bagnell, Louisbourg VICMadeline Harvey, AGB MuseumMichael St-Denis, AGB MuseumSydney River VIC Juanita Morrison, DCBA Megan MacDonald, Old Sydney Society John Roberts, Leather Works Marion Thompson, Leather Works Phyllis Williams, Cossit House Museum Nicole MacIntyre, Old Sydney Society Janice Lawand, Cossit House Museum Courtney Penney, Old Sydney Society Danielle Dalton, Old Sydney Society Nicole Baker, DCBAGaelic College Cyndi Ingraham, Red BarnDonna Gray, Red Barn Beverly Marks, Red Barn gift shop Lorna MacLean, Red Barn/Adventures East Shelly Gillis, Adventures East Katrina MacKenzie, Lynwood Inn Leah Noble, Baddeck Marine Chad Keen, Silver Dart Lodge Margie Beaton, Gaelic College Anna MacDonald, Gaelic College

Storytelling Workshop ParticipantsInverness Bhreagh MacDonald, Cabot Links Charlotte Miller, Strethsprey Place Ann Schroeder, Ann Schroeder Studio Melissa MacInnis, Municipality Project Geraldine Beaton, Municipality Project Brenda Rachel, Tears of Glass Studio Betty Walker, Tears of Glass Studio Madonna MacInnis, Inverness Visitor Centre Anna Lee MacEachern, Municipality of the County of Inverness Anita MacLeod, Inverness Beach Village

St Peters Andrea Pottie, Bras d'Or Lakes Inn Melanie Burke, MacBouch Wendy Abbott, MacBouch Shawna Prout, MacAskill House Museum Micheline Boudreau, LeNoir Forge Museum Hildred Sampson, Foodland Germaine MacDonald, Mac's Celtic Gift Shop & It's Only Natural Judy Madden, Nicolas Denys Museum Lucille Martell, MacDonald Country Inn Wilma Martell, Campbell's Dairy Freeze Beate Hassold, A MacDonald Country Inn & Canal House B&B Marlyn Nicholas, Chapel Island Craft Shop Ann Marie Yorke, St. Peters VIC Eva Landry, MacAskill House Museum Brenda MacPhee, Foodland Jeanette Arsenault, Forget Me Not gift shop

Storytelling Workshop Participants Cont.

MARKETING

RECAP - 2012 VISITATION GOALSIncrease occupancy by 1% / 8000 room nights-1% over 2011 (Province is at -2% overall)The trendline below shows visitation trends 2010-2012 for Halifax, CBI and the province

NFLD 2012 VISITOR STATISTICSNewfoundland and Labrador Campaign approximately $13M. Occupancy result was .2% increase over 2011

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 developmentDespite 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, 2012PEI 2012 STATISTICS

NB 2012 STATISTICSNew Brunswick sees no change in occupancy rate and 3% decrease in room nights

MARITIME OCCUPANCY / SPEND COMPARRISONSChart #1Changes in occupancy from 2011 to 2012Chart #2Destination marketing spend for 2012 (MM)Provincial tourism spends indicated are approximateNB spend is not known and not reflected in chart 2Internal Reviews ON OCCUPANCYInternal reviews regularly conducted with operators 99 surveys complete

Operators who made business changes had significantly better resultsChanges includedMore social mediaIncreased online marketingChange of staffNew products/experiences added

Region% up or on par over 2011Difference with Business ChangesVictoria County70.3%80%CBRM53.6%83.3%Richmond43.8%44.4%Inverness52.6%66.7%OVERALL58.6%71.4%RECAP 2012 MARKETING GOALS CNTDIncrease Experiential Icons visited by 5%Fortress of Louisbourg National Historic Site : -4.8%Cape Breton Highlands National Park: +5%Alexander Graham Bell Museum : -1%Highland Village : +2%

*Citadel Hill in Halifax experienced a decrease of 25% in 2012 over 2011

Increase visitors serviced by cbisland.com by 15%Web visits increased by 4.73%

Reduce bounce rate to under 30%Bounce rate 44.2%.*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.

Improve the ability to plan and book CBI vacations through cbisland.comTrip planner and mapping function added as additions to website re-build. Implemented in June 2012.

Highlight and promote the 12 Essential Certified ExperiencesNo experiences received certification 2012. A revision of the certification process is under review for potential implementation in 2013 as a joint initiative of PD and marketing.

RECAP - 2012 WEBSITE GOALS

Web StatsJan 1 Dec 31

Total VisitsCan VisitsNS VisitsNF VisitsBounceDuration2011101,69267,226 31,11079542.273:462012106,51669,737 32,795150844.204:03Diff+4.73%-3.6%+5.4%+89.69%+1.9%+7.37%CampaignActive Dates# ClicksDurationBounceAdWords8/10 - 10/316,2574:1140.1%Awareness/Other7/13 - 10/315,0381:4864.3%Who is visiting cbisland.com?

Female62%45-64 Years old55.8%Employed 54%Household Income $50-$75K17.8%Canadian68% From Nova Scotia34% of Canadian Visitors From Ontario 35% of Canadian VisitorsUS28% From New York11% of US Visitors From Massachusetts10% of US VisitorsOther locations4%PackageBusinessClicks* Two Night Romantic Castle GetawayCastle Moffatt494Cabot Trail Touring PackageSilver Dart Lodge377* Hiking in the CB Highlands National ParkParks Canada369Puffins, Seals, Bald Eagles, TranquilityDoneldas312* Distillery Tour and Whisky TastingGlenora2993 Day Cape Breton Sampler for TwoChanterelle Inn293Romance on the CapeSilver Dart Lodge266* 3-Fiddler Concert-CeilidhsNormaway Inn264* Where Sun and Ocean MeetIsland Sunset Resort262Tales from the Cabot TrailExpeditions261Top industry packages Cbisland.com

5 of 10 Top Packages from Inverness CountyClick thru dates from June 15, 2012 February 28, 2013Levy spendProgramParticipationDirect ad buys$269,000Promotional initiatives$239,000Website / Social Media$93,000Research / analytics$12,000Media initiatives$60,000

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. Promotional initiatives includeHalifax kioskTrade shows including Saltscapes, Atlantic Canada Showcase Media initiatives includeTrade events (Media Marketplace)FAM tours for travel writers2012 ADVERTISING resultsSpend% of TotalVisitor RecallNewsprint $85,00032.7%22%Television (CTV destination promos)$21,5008.3%52%Radio$41,50016%5%Online$50,00023.1%33%Magazine / Specialty Publication$62,00023.8%28%

$269,000 invested in advertising

42% Recall on advertising

73% of web visitors surveyed traveled to Cape Breton Island this season

Average spending per travel party was $978.73 ($803 in 2011)

Revenues generated are estimated at $5,700,332.15

$21.16 ROI

*results compiled from Travel Intentions Survey data and website analytics2012/2013 ROI

Accommodations / Room nightsThe average number of room nights sold from 2010-2012 was 383,333. The number of room nights sold in 2012 as 375,000. The goal for 2013 is to bridge the gap between the 3 year average and 2012 by recovering 8,333 room nights which represents a 2% increase over 2012

Average spend per visitor partyThe average spend per visitor party according to Travel Intentions Research was $804 for 2011 and $978 for 2012. The goal for 2013 is $1125 (approx. 15% increase)

Experiential icon visitationFortress of Louisbourg National Historic Site: 15%Cape Breton Highlands National Park: 5%Alexander Graham Bell Museum: 3%Highland Village: 3%

2013 PRIMARY MARKETING GOALS Average length of stayAccording to Travel Intentions, average length of stay was 3.1 nights in 2011 and 3.7 in 2012. The goal for 2013 is 4.3 nights (15% increase)

Website improvementsIncrease in web visitation by 15%Maintain a bounce rate of under 35% overallMaintain a bounce rate of under 30% for PPC campaigns

Media attentionCapitalize on accolades to increase profile of CB IslandWork with diverse media contractors to increase earned media and profile of CB Island among top writers and publications

2013 SUPPORTING GOALS

METHODS TO ACHIEVE GOALSMarketing spend targeted on geographic areas that show greatest interest in CB travel through Google analytics and TIS

Media sources will be targeted to those showing high returns in recall and qualified web leads from 2012 analytics and Travel Intentions / Conversion study

Website to receive refreshed creative and upgraded landing pages for iconic experiences i.e. The Cabot Trail and Fortress of LB

VIC staff to receive consultative visitor interraction training to help support goals of increased stay and spend

Engagement of media specialists to increase profile and publicity

Industry Relations Representative hired to increase industry participation in marketing opportunities and experiential content on website

WEB VISITOR TRENDING 2013

Represents non-bounce visits from Jan 1 Feb 28Highlights includeOntario visits up 49.6% over 2012Nova Scotia visits up 9.6% over 2012

WEB VISITOR TRENDING 2013Represents visits from Jan 1 Feb 28Highlights includeAll visits up 21.8% over 2012Non bounce visits 55.8% over 2012

2013 TARGETED MARKETING CHANNELS

OnlineIncrease spend in AdwordsIncrease spend in Novascotia.comRetain Trip Advisor placementTesting Saltscapes.comFacebook / SM sites

Specialty PrintDoers and DreamersSaltscapes (take a drive)Motorcycle GuideCape Breton Travel Guide

NewsprintChronicle Herald

TelevisionCTV commercialsDestination spotlights in sponsorship with the Province if available

OOH / Specialty promotionsBus wraps in HFX areaKiosk on the HFX waterfront* Further advertising opportunities may be identified throughout the marketing season 2013/14 Levy spend - draftProgramParticipationDirect ad buys$252,000Promotional initiatives$323,700Website / Social Media$105,000Research / analytics$15,000Media initiatives$65,000

Niche ProductsGolfMeetings & ConventionsEventsCruise

Golf Cape Breton Update

Highlights of 2012 Plan

Increase in green fee rounds of 42.7%52 media writers, 81 placements, 103,611,218 circulation, $4.2 million in earned media Increase in website visitation by 38%Increase in website pageviews by 36%Website conversion rate of 25% Highlands Links (#7) & Cabot Links (#9) named in Golf Digests list of Canadas Top 30 Courses.

Highlands Links #4

Cabot Links #1457Meetings and Events5 CBRM partners participated in Best Practices MissionMobilize tourism committee with key stakeholdersPat Lyall, CEO destination Halifax brought in to present to the partners 923) next steps required Events Cape Breton registration has been transferred to DCBARecruitment for Events CB Executive Director managed by Wilson Executive Search and being lead by ECBCMeetings & Events, Cruise Update

Cruise Visitation up 28.2%Hop on Hop off tour product launchedIssues from cruise lines in 2012 being jointly addressed by Port, DCBA, Parks and shore excursion providers QUESTIONS OR FEEDBACK?HAPPY TO HELP!

Mary TulleCEOMary@dcba.ca902-539-0300Noelle MacLeanDirector of MarketingNoelle@dcba.ca902-539-8901Ross HunterIndustry RelationsRoss@dcba.ca902-539-7324