Destination Osoyoos

Our Team

Jackie Frederick

Marketing Director

Liz Dryer

Office and Board Administrator

Kelsey Archibald

Visitor Services Manager

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Jordan Fraser

Marketing Coordinator &

Visitor Services

Visitor Services Team

Karsten Coty-Scholl

Visitor Services Ambassador

Michelle Bell-Scanlon

Visitor Services Ambassador

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Kelsey Archibald

Visitor Services Manager

Jordan Fraser

Marketing Coordinator &

Visitor Services

Vision & Mission

VisionOsoyoos will be known as Canada’s most desirable year-round destination

through our marketing and promotional activities.

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MissionDestination Osoyoos is a marketing organization mandated to increase

visitation and encourage guests to stay longer and

experience more.

Marketing & Promotion

Destination Osoyoos markets and promotes Osoyoos through:▪ Targeted digital, radio, and print advertisements▪ Promotion through our social media channels▪ Osoyoos Visitor Centre staff assisting visitors in finding

activities and accommodations in Osoyoos.▪ Hosting familiarization tours with relevant media to

encourage free global media coverage.▪ Supporting stakeholders by providing and assisting with

marketing opportunities. 5

Marketing & Promotion Cont.

▪ Working with other communities, Thompson Okanagan Tourism Association (TOTA), and Destination BC to align marketing initiatives

▪ Festival and Event promotion through targeted marketing initiatives

▪ Creation and distribution on the annual Osoyoos Visitor’s Guide

▪ Creation of activity and event packages

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2018 Highlights

2018 Highlights

▪ D0 has been operational in our new location at 9912 BC 3 since November 2017.

▪ The Visitor Centre now includes a brand-new retail space as well as increased racking and visibility for local stakeholders.

▪ To date, Destination Osoyoos has assisted over 27, 199 visitors for 2018 compared to 4,581 in 2017.

▪ DO has invested $34,800 in Public Relations with a circulation of 64 million and an ad equivalency of $661,493.89. Each of these FAM/Media Tours were designed to specifically showcase Osoyoos.

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2018 Highlights - Cont.

▪ In response to flooding concerns in the Spring, DO invested $10,000 in a full digital and print campaign in the lower mainland through the Vancouver Sun and Province, highlighting that Osoyoos was business as usual with highlights of things to do and experience in Osoyoos.

▪ In response to fire concerns, DO quickly distributed a press release, posted real-time updates, shared contact information for provincial and emergency agencies, and promoted stakeholder web cam views through do.com.

▪ DO also participated in a joint meeting with TOTA and other Thompson Okanagan DMOs on collaborative and positive messaging, and Visitor Centre staff called around to all accommodation partners often to check occupancy.

▪ Majority of properties were reporting some fluctuation but were recovering cancellations with new bookings until August.

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2018 Highlights - Cont.

▪ Destination Osoyoos created a new logo that is on brand with the town of Osoyoos logo but allowed DO its own identity to clearly identify DO specific projects.

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2018 Highlights - Cont.

▪ DO is strongly targeting the Snowbird market through a variety of print advertisements and Facebook ads. DO has also created a comprehensive brochure listing Snowbird activities which has been distributed to stakeholders and through the Visitor Centre.

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Screenshot of current Facebook Advertising Campaign targeting Snowbirds

2018 Highlights - Cont.

▪ Continuation of a successful Baldy Mountain Resort partnership and promotion of Ski Baldy/Stay Osoyoos packages. In the first year of the program (2017), 80 packages were sold and we continue to build new marketing partnerships with Baldy, developing a more robust winter profile for Osoyoos.

▪ DO successfully completed the 7th annual Osoyoos Oyster Festival. DO is now engaging a new partner to continue its success.

▪ Festivals and events funding program successful. Participating events included the Medieval Faire, Cactus Jalopies, and the Osoyoos Dragon Boat Flag race.

▪ DO introduced golf packages and booking engine on the Destination Osoyoos website through a partnership agreement with BC Golf Guide. 12

2018 Highlights - Cont.

▪ Osoyoos hosted the 2018 Thompson Okanagan Tourism Association Annual General Meeting last week which welcomed over 170 tourism industry professionals to our area.

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2018 Partner Projects

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Partner Projects - OHS Discount Book

▪ Do supplemented ad space for 4 Osoyoos stakeholders in the Okanagan Hockey School Discount Book

▫ Nk’Mip Desert Cultural Centre

▫ Osoyoos Desert Model Railroad

▫ Wakepilot

▫ Levia Wellness Spa.

▪ Distributed to over 250 new players and their families per week over eight week camp period.

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Partner Projects - BC Arts Guide

▪ DO just finished a 2 year contract which has just been renewed with BC Arts Guide.

▪ Circulation of 75,000 guides in 500 locations.

▪ Participating stakeholders included:▫ Nk’Mip Desert Cultural Centre▫ Casa del Mila Oro▫ Moon Cursor▫ Jojo’s Cafe

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Partner Projects -BC Alberta RV Dealers

▪ DO used our co-op marketing funds to help supplement ads for stakeholders in the BC Alberta RV Dealers magazine.

▪ Participating stakeholders included:

▫ Pipe Dreams Winery

▫ Osoyoos Desert Centre

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Partner Projects - Contesting and Prizes

▪ DO has run a number of contest campaigns highlighting various events and occasions in Osoyoos.

▪ Stakeholders have had the opportunity to participate in these campaigns and receive promotion through the donation of prizes.

▪ Examples:

▫ Two Nation Vacation Contest (Tinhorn Creek, Coast, Walnut Beach, Stoneboat, Fairview Golf, Desert Model Railroad, Moon Cursor)

▫ Fall golf and activities campaign (Osoyoos Golf Club, Watermark, Vinstitute)

▫ Medieval Faire Contest (Vinstitute, Medieval Faire entry tickets)

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Partner Projects - Destination BC Projects

Destination Osoyoos partnered with Destination BC on two separate projects in 2018:

▪ A spring multi media marketing campaign promoting indigenous culture and South Okanagan wine and culinary, and spring travel. The Osoyoos Indian Band was the project manager and the many press trips, blogs, and social media campaigns exceeded nearly every performance target despite having to shut down campaign digital advertising for three weeks due to flooding in the area.

▪ With funding from Destination BC, DO partnered with Tourism Kelowna, Vernon and Penticton for a Spring and Fall social media influencer campaign. This campaign resulted in new spring/fall stories, increased social media reach and shoulder season photography assets. 19

2019 Marketing Plan Highlights

Primary Tourism Marketing Objectives

▪ Position Destination Osoyoos as a desirable year-round destination.

▪ Focus on increasing shoulder season visitation.

▪ A more concentrated focus on cost effective digital marketing tactics.

▪ Promote and market festivals & events that will attract unique visitors and incremental revenues.

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Key Indicators of Success

Measured year over year▪ Increased Occupancy▪ Increased Room Revenues▪ Increased Visits to Visitor Centre▪ Increased Website Traffic▪ Increased Social Media Interaction▪ Stakeholder Satisfaction▪ Increased Shoulder Season Business▪ Increased number of year-round accommodation packages

developed▪ Increased percentage in Accommodation Package Sales▪ Increase in USA/Canada Border Crossings

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Target Markets

Primary Markets:▪ Regional (Okanagan & Similkameen Valley)

▫ Weekends/Package Getaways; Festivals; Camping/RV▫ Weddings; Meetings & Retreats; Corporate Retreats▫ Day-Trippers

▪ Vancouver, Lower Mainland & Fraser Valley▫ Weekend/Package Getaways; Festivals; Camping/RV▫ Weddings; Meetings & Retreats; Corporate Retreats

▪ Other BC and Alberta - primarily Calgary & Edmonton▫ Weddings; Meetings & Retreats; Corporate Retreats▫ Snowbirds▫ Package Getaways; Festivals; Camping/RV

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Target Markets

Secondary Markets:▪ Prairie Provinces

▫ Snowbirds; Camping/RV▫ Festivals; Travel Trade

▪ Washington State▫ Weekend/Package Getaways; Festivals; Camping/RV▫ Day-trippers

▪ International (Long Haul)▫ Festivals; Travel Trade (RTO); Camping/RV

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Target Sectors

Leisure

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Leisure travellers are a high yield market and a primary focus for Osoyoos as a Resort Municipality community.

Initiatives:▪ Google Display Ads to retarget visitors on specific leisure related pages

on the DO website. (hiking, cycling, wine touring, beaches)▪ Pay-per-click (PPC) advertising targeted at cyclists and hikers in

Vancouver during the shoulder season.▪ Icicle + Castanet Broadcasting online + radio contest to promote shoulder

season visitation▪ Print ads with digital components in RVRAC Guide Co-op, Backroads Map

Book, KV Express, Route 97, Go Camping, and BC Arts Guide.▪ Paid social media ads including Facebook, Twitter, & Instagram.▪ Global TV - Winter/Romance Campaign to promote need shoulder season.

Camping / RV

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Osoyoos is recognized as a top destination for RV/Camping and is one of the few resort destinations that still offers lots of camping options as an accommodation choice.

Initiatives:▪ Print advertising with an online component in

RVRAC Guide Co-op, RV BC/Alberta Campground Guide, Backroads Map Book, and Go Camping BC.

▪ Targeted paid social media advertisements on Facebook, Twitter, and Instagram.

Golf / Outdoor Enthusiasts

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Osoyoos boasts several outdoor recreational opportunities that can be promoted in the shoulder season to increase visitation.

Initiatives:▪ Print ads with strong digital components in BackRoads Map Book, KV

Express and Route 97.▪ Icicle + Castanet Broadcasting online + radio contest to promote shoulder

season golf and outdoor visitation▪ Early season & fall golf package promotion through paid social media ads

and through the digital BC Golf e-newsletter blasts.▪ Google Display Ads to retarget visitors on specific leisure related pages

on the DO website. (golf, hiking, cycling)▪ Pay-per-click (PPC) advertising targeted at golfer in Vancouver during the

shoulder seasons.

Snowbirds

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Osoyoos accommodators rely heavily on the Snowbird market to stay open year round and maintain a healthy employee base.

Initiatives:▪ Print advertisements in the Senior Paper and the AB Weekly Newspapers

targeting seniors in BC/AB/SK.▪ Incentive campaign encouraging long stay/early arrival using the Osoyoos

Snowbirds Facebook page.▪ Snowbird Remarketing using Google Display Ads to specifically target

visitors to the DO website who visited the Snowbirds page.▪ Snowbird PPC campaign through facebook targeting seniors in Alberta

and Saskatchewan.▪ DO has created a comprehensive list of Snowbird specific activities to

distribute to stakeholders.

Ski/Winter

Baldy Mountain Resort offers a wide range of winter recreational opportunities for Snowbirds and active visitors and gives them a reason to visit Osoyoos in Winter.

Initiatives:▪ Ski and winter Remarketing using Google Display Ads to specifically

target visitors to the DO website who visited the ski Baldy/stay Osoyoos page.

▪ Ski Baldy/Stay Osoyoos package promotion through a comprehensive digital campaign utilizing paid social media ads in conjunction with contesting via Castanet and Icicle Broadcasting specifically targeting the Okanagan Valley and northern Washington.

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Festivals and Events

Destination Osoyoos will help market and promote festivals and events to increase visitation in the shoulder seasons.

Initiatives:▪ Icicle + Castanet Broadcasting online + radio

contest to promote festivals and events happening within Osoyoos.

▪ DO promotes and markets local events through the events calendar on the DO website and through our social media accounts.

▪ Google Display Ads to retarget visitors on specific events related pages on the DO website. (specific events or the events calendar)

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Culinary

Culinary tourism continues to be a growing sector and foodies are passionate about travel that fulfills their desire to wine, dine, learn, and explore local foods.

Initiatives:▪ Culinary PPC advertising campaign targeted at couples in the Vancouver

market highlighting wine touring and culinary experiences in the South Okanagan.

▪ Print display ad in the Wine Trails guide.▪ Global TV - Winter/Romance Campaign to promote need shoulder season

periods.

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Wedding

Osoyoos offers a comprehensive list of wedding venue locations including resorts, golf clubs, and wineries.

Initiatives:▪ Google Display Ads to retarget visitors on specific

wedding related pages on the DO website. (wedding venues and options)

▪ Pay-per-click (PPC) advertising targeted at young BC couples looking for wedding venues in the Okanagan.

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MCIT (Meetings, Conferences, Incentive Travel)

Osoyoos is well suited to attract small and medium sized meetings, corporate retreats and incentive groups.

Initiatives:▪ DO attends the Howard Silver Executive show in Vancouver as well as

Incentive Canada to promote Osoyoos to the MCIT market.▪ Business Events Canada (BEC) familiarization tours and Seattle

Showcase.▪ Membership with Meeting Planners International (MPI) so that DO can

attend the MPI networking events and advertise within the MPI Guide.▪ Google Display Ads to retarget visitors on specific meetings,

conferences, and incentive related pages on the DO website. 34

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Travel Trade

As Osoyoos is situated between Vancouver and the Rockies, it offers the perfect opportunity as a stopover destinations in the middle.

Initiatives:▪ TOTA Travel Trade Program Partnership - to help increase Osoyoos’ exposure

in the Travel Trade sector and generate FAM tour opportunities from key markets.

▪ Create a spring Receptive Tour Operators familiarization tour with support from Destination BC.

▪ Membership with the Canadian Inbound Tour Association Asia Pacific (CITAP) and attend the Winter CITAP Marketplace and Golf Tournament to promote Osoyoos for spring, fall and winter tours.

▪ Explore BC spring travel trade show to update Vancouver Receptive Tour Operators on new products and events that may be of interest to international agencies.

Destination Osoyoos Expenses by Segment for 2019 36

Destination Osoyoos Revenues 2017-2019 37