Table of Contents. Birds of a Feather. Bird s Eye View Mission 3 Strategic Direction 3 Objectives 4

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2 Table of Contents Bird s Eye View Mission 3 Strategic Direction 3 Objectives 4 Something to Crow About Product Offerings 5 International Claims to Fame 6 All a Twitter Marketing and Promotions 7 Marketing Tools 9 Promotional Methods 12 Target Markets 13 Attracting Target Markets 20 Travel Influencers 21 Birds of a Feather Partnership Development & Communications Leadership Roles 24 Metrics/ Performance Measures 2015 Opportunities Resources Lanark County Destination Development Plan Lanark County Vision 2020 Lanark County Tourism Statistics

3 Mission Lanark County fosters and promotes sustainable tourism for the economic prosperity of our communities. To build on the growth of the tourism industry as a major employer and contributor to the local economy, efforts are placed on increasing visitation and length of stay within Lanark County. We are committed to providing strategic direction, leadership and destination management for the County in cooperation with tourism stakeholders and partners. Strategic Direction Bird s Eye View Tourism in Lanark County encompasses everything that contributes to attracting visitors to the region. It celebrates the special people, places and experiences that are distinctive, engenders community pride, increases visitation and generates revenue. Based on recent tourism research, Lanark County s 2015 tourism marketing strategy outlines activities geared to attract the ideal guest; defined by Ontario Tourism Marketing Partnership Corporation (OTMPC) as the Knowledge Seeker or by the Canadian Tourism Commission (CTC) as the Cultural Explorer. In a collaborative manner, we will build on our strengths, engage partners and align efforts to foster the growth of tourism to Lanark County. In line with the County s Vision, there is tremendous value in providing authentic and learning experiences for our visitors. Tourism analysis has revealed that interpretation of the area s historical and cultural assets (including trails, lakes and rivers) will be vital to support a successful tourism strategy. As detailed in Lanark County s Destination Development Plan 2015 to 2018, this annual strategy includes projects that support regional tourism development. Partnership with stakeholders and organizations that support tourism will bridge gaps in order to best meet the needs of the visitor. 3

4 Objectives Destination Development To develop the tourism potential of Lanark County, in order to increase visitation and length of stay. Investment To provide value to visitors, businesses and communities, Lanark County will invest strategically in the development of tourism. Value Added Experiences To provide opportunities for visitors to engage in local culture, ensuring perceived value. Marketing & Promotions To promote Lanark County as a destination by highlighting the region s authentic experiences, outdoor recreation and cultural heritage as it relates to the ideal guest; the Knowledge Seeker or Cultural Explorer. Partnership Development & Communication To lead projects that support the common goals and strategic direction of Lanark County in cooperation with stakeholders and partner organizations. The existing communication network will be enhanced to connect stakeholders and partners. 4

5 Something to Crow About Product Offerings Product is developed based on expressed consumer demand. Through partnership, Lanark County is able to draw attention to ready experiences for visitors. Tourism Demand Generators 1. Outdoor Recreation (26.3%); Cottages, Boating, Fishing, Camping, Nature Parks, Golf 2. Historic Sites (3.8%); 3. Sport Tourism (3.6%) Current Product Seven Wonders of Lanark County Maple Routes of Lanark County Fishing and Lake Maps Canoe & Kayak Journeys Bird Walks and Trails Heritage Driving Tours Architectural Gems Lanark Local Flavour Cycling and Running Routes Ancestry & Genealogy Weddings and Celebrations Group Visits Family Fun; Rainy Day Activities Winter Activities; Skiing & Snowmobile Routes Festivals and Events 5

6 International Claims to Fame Rideau Canal; a UNESCO Heritage Site Discovery site of two internationally significant minerals and geological collection International Olympic Champion and Equestrian Legend Big Ben The Largest Colony of Lady s Slipper Orchids in North America The Mammoth Cheese Summer home of the Marks Brothers The last fatal duel in Upper Canada Captain Roy Brown, legendary fighter pilot Home of Hardy Boys author Leslie McFarlane Inspiration to musical legend Stompin Tom Connors Early 1816 Perth military settlement is older than Canada Home of Canada s Mississippi Named by National Geographic as one of the top 10 Maple Experiences in Canada (and the only one in Ontario) Guinness Word Record for largest collection of maple syrup artifacts in the world; Wheelers Maple Museum. RCMP s team of horses are raised at the Pakenham Breeding Farm; the Mountie is a compelling national symbol Juno Award Winners Jenny Whitely and David Francey reside in Lanark County Guinness World Record for most people running in kilts; over 2000 participants in the Perth Kilt Run Home to National Historic Sites; eg. Rosamond Woolen Mill Garlic Festival named one of the top 10 Garlic Festivals in the World (Reuters U.K.) Home to Storyteller Wayne Rhonstadt Home to Governor General award winning writer Tim Wynne-Jones Longest species of snake in Canada, the Grey Rat Snake Birthplace of Basketball legend Dr. James Naismith Five-span stone bridge is the only one of its kind in North America St. Peter s Celestine Church is one of only three in Canada featuring Italianate decoration Stewart Park Festival and Heritage Mica Days named in the top 100 festivals in Canada by FEO Home to the Invention of Lister Sauce a.k.a. Ketchup Hone to the Invention of the portable sewing machine, later adopted by Singer Development of the first-ever syrup treatment for whooping cough Whoop-a-tone 6

7 All a Twitter Marketing & Promotions Moving to a Destination Management Organization in 2015, Lanark County is expanding its role beyond the destination marketing organization for the region. Lanark County remains focused on raising the tourism profile and enticing visitors to stay in the area, by investing in the experience. Tourism stakeholders and municipal partners will continue to play a large role in welcoming visitors to Lanark County, impacting the visitors length of stay, and the amount of money spent per trip by ensuring a quality experience. Activities undertaken to achieve the marketing objectives are designed to extend the tourism season beyond the core summer months. This in turn will contribute to the sustainability and growth of the local tourism industry. Targeted Marketing Our focus on identified high yield potential markets in addition to those that have demonstrated visitation results. Toll-Free Information Line Visitors, businesses and organizations are equipped with Lanark County Tourism s toll free number ( LANARK), to respond effectively to information requests, provide travel advice, directions and referrals. Customer Service Training Identified as a need in Lanark County, partnership with Ontario s Highlands Tourism Organization and the Rideau Heritage Route Tourism Association will facilitate the delivery of tourism training sessions in the areas of frontline customer service and developing tourism experiences in the area. Cooperative Marketing & Consumer Shows With partners, marketing efforts and tourism investment is leveraged by offering cooperative marketing opportunities and shared presence at consumer shows. Such projects are subject to interest and participation. 7

8 Brand: Lanark County is the Maple Syrup Capital of Ontario We are home to world champion and award-winning maple producers, some of whom have been producing maple syrup for generations. The concentration of sugar maple trees in Lanark County create the most dramatic display of fall colours in the world. Other branding that exists within the County: Wedding Capital of Ontario - Town of Perth Lilac Capital of Ontario - Franktown in Beckwith Township Festival Capital of Ontario - Almonte in the Town of Mississippi Mills A World Heritage Destination - The Rideau Canal has been designated as world heritage site.by UNESCO. Five Lanark County municipalities touch on the Rideau Canal system; Montague, Tay Valley, Perth, Drummond / North Elmsley and Smiths Falls (geographically part of Lanark County despite its political separation). Visitor Focus Lanark County s annual marketing campaign(s) target the individual traveller using a consumer-direct approach. Cultural attractions, outdoor activities, accommodation and restaurants are highly profiled in marketing materials and on the website ( allowing guests to build custom itineraries. Development efforts work to respond to the expressed interest of the visitor, in particular the knowledge seekers and cultural explorers. 8

9 Marketing Tools Tourism Logo Stakeholders can add the Lanark County Tourism logo to marketing tools, letterhead, website, videos and promotional items with approval. Lanark County Maple Routes Map Attractive and useful promotional maps of Lanark County designed to respond to consumer demand. Partners are entitled to an unlimited supply. Maps are distributed to key locations throughout the province and by request. Lanark County Festivals and Events Guide A comprehensive inventory of annual festivals was created to enhance awareness of tourism events in Lanark County and to drive people to visit to learn more. 9

10 Partner Publications Lanark County Tourism also supports the development of guides and maps created by local experts, in order to best serve the visitor. Detailed information is often requested by telephone or in person at information centres across the County. The publications below exemplify the results of key partnerships that have shared an interest in promoting experiences on a regional platform in partnership with Lanark County Tourism. Below: Lanark Local Flavour, Tay River Pathway, Bird Watching Journeys, Lanark County Museums Network, Canoe and Kayak Journeys. Not shown: Baird Trail / / / / /

11 Signs and Billboards To complete the visitor experience, Lanark County invests in directional signs throughout the County. 11

12 Promotional Methods Social Media Social Media Marketing is a cost-effective forum for expanding market reach. The Lanark County Tourism Facebook page is linked with the Lanark County Tourism Twitter account. The fan base has reached over 700 dedicated followers, and interaction on social media platforms continues to grow. Lanark County Tourism Facebook Page: Lanark County Tourism Twitter Page: Media Relations To maximize impact in a competitive industry, Lanark County acts as a resource for travel & local media to obtain costeffective exposure and editorial coverage. To build media relations, Lanark County attends the national travel media conference and hosts familiarization tours upon request. Lanark County Tourism Website A key promotional and information tool, is a fun and dynamic site that features quick links to tourism products, maps, events and businesses. Tourism Information Network To communicate with industry partners, tourism news is sent by and forwarded by tourism interest groups that meet on a regular basis; Carleton Place Tourism Team, Perth and District Tourism Coalition, Lanark County Museums Network, Lanark Highlands Business and Tourism Association, Mississippi Mills Chamber of Commerce and the Main street Almonte And Pakenham (MAAP) group. All of these groups are in contact with Lanark County Tourism, whose Board of Directors work closely with Lanark County, to align efforts and collaborate. 12

13 Target Markets Lanark County focuses its tourism efforts and aligns resources to target audiences which offer the highest return on investment. Analysis indicates that the profiles most sensible for Lanark County include: Knowledge Seeker Cultural Explorer Specific to Lanark County, the most recent statistical research, compiled by the Ontario Ministry of Tourism, shows visitation trends with a noticeable pattern of travel from Ottawa, followed by neighbouring counties in Eastern Ontario. Currently, guests are primarily adults without children travelling for leisure (those who travel between one to three hours from home). It is clear that visitation has increased over time, and that most guests visit between July and September. With regional partners Rideau Heritage Route Tourism Association and Ontario s Highlands Tourism Organization we have the potential to create more interest from national and international markets. The Connected Explorer has been identified as the target market for the Ontario s Highland Tourism Organization. Lanark County s offerings will be adapted to suit these regional programs. 13

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20 Attracting Target Markets Theme Development Lanark County Tourism, through its tourism activities, needs to deliver authentic ways to experience our geography, people and culture. As the destination management organization for Lanark County, we are able to achieve common objectives, liaising with local operators, tourism interest groups, municipalities, regional tourism organizations as well as provincial and federal industry advisors. In partnership, Lanark County, the Lanark County Tourism Association (LCTA), and industry partners contribute to a budget of approximately $285,000 which is invested in tourism related projects on an annual basis. This includes promotion, publications, advertising and communications. Budgets are set by calendar year and subject to approval by Lanark County Council or the Lanark County Tourism Association Board of Directors. Theme development in 2015 will focus on Geology. Next the Maple theme will be developed. Targeted Promotions in 2015 Social Media Communications (eg. Facebook and Twitter posts) Digital Marketing (eg. Trip Advisor Banner ad) Lanark County Maple Routes Map Lanark County Festivals & Events Guide Best of Ontario publication, Travel Source with OTMPC advertisement Rideau Heritage Route Map advertisement Ottawa s Countryside Map advertisement Lake 88.1 Radio Campaign Related Consumer Shows Ottawa Travel & Vacation Show (in partnership with Carleton Place) Via Rail Destinations Show (in partnership with Rideau Heritage Route) Montreal Boat Show (in partnership with Rideau Heritage Route) Montreal RV Show (in partnership with Rideau Heritage Route) 20

21 Travel Influencers Shifting Demands Internet research has proven to be indispensable as a resource for trip planning, and has heavily influenced a trend of lastminute and pre-packaged vacations. Advances in Technology A continued trend towards the use of mobile technology and global mapping has shortened the planning cycle and influenced the way people travel. Rather than ordering printed guides and in advance, information is sought en-route and on-site. Economic Trends Visitation is impacted by the value of the dollar, energy costs, transportation, passport legislation, security procedures at border crossings, health and safety issues, changes in world markets and declining disposable incomes. Industry Changes Ontario s Regional Tourism Organizations will continue to work in conjunction with the Ontario Ministry of Tourism and local destination marketing organizations to set tourism strategies that support growth on a regional and provincial level. 21

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23 Birds of a Feather Aligning efforts and resources to enhance and build Lanark County s tourism experience is a critical driver of the Marketing Strategy. Lanark County will continue to cultivate new partnerships and build on existing relationships with stakeholders and groups that support tourism. Stakeholders Municipal Partners Promotional Partners Tourism Partners Sponsors all tourism businesses in Lanark County municipalities that contribute a component of their tax levy to the Lanark County Tourism Department organizations, associations and groups that cooperatively promote the area government organizations and groups that represent multiple organizations that have identified Tourism as a priority organizations and associations that support the efforts of Lanark County Tourism both financially and in-kind 23

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25 Metrics / Performance Measures Evaluation of Marketing Efforts Statistics Targeted marketing programs and activities are evaluated for effectiveness and return on investment by: Website visitation tracking via Google Analytics Use of Facebook Insights Daily direct sales tracking via LANARK Enhanced tracking of Lanark County media exposure locally, provincially, nationally and internationally Resources Visitation data may assist with evaluation of marketing initiatives. Sources of area research may include: Current Statistics Canada Regional Tourism Profiles Ontario Ministry of Tourism, Tourism Research Ottawa Tourism Ontario Tourism Marketing Partnership Canadian Tourism Commission Rideau Heritage Route Rideau Canal Visitor statistics collected by Information Centres and tourism partners 25

26 Opportunities 1. Collaborate to Compete Participate in building consensus around the roles and responsibilities in tourism development Align with the Rideau Strategy Visitor Experience Opportunities Checklist (VEOC) Take part in a local tour showcasing your tourism assets Model collaboration by working with other businesses to better serve the visitor 2. Focus on the Ideal Guest Enlist key employees in tourism training Update your messaging and images to appeal to the knowledge seeker, and share them with partners 3. Raising the Bar on Visitor Value Gear offerings to the knowledge seeker Identify a local festival with which you could partner to build an experience Record what your visitors request, and partner with others to provide it Consider offering a Signature Experience for Ontario or Canada 26

27 4. Invest in Product Development Strengthen food and beverage opportunities at your establishment Be part of a themed route that presents a journey for visitors Offer a package that provided added value such as behind the scenes opportunities Engage the theatrical community to tell your story or theme that connects you to Lanark County Work with transportation options to make the trip more fun and easy Help make memories for your guests 5. Promote, Connect and Build Relationships Participate in the OH!vation program to find opportunities to better serve the visitor Track and report visitor trends or changes in revenues from year to year 6. Operational Excellence Evaluate your offerings and make innovations regularly Commit to world-class Service Excellence 27

28 Resource Documents Destination Development Plan 2015 to 2018 Tourism Studies and Statistics Tourism Master Plan for the County of Lanark Heritage Transportation Project 1995 Lanark County Tourism Business Plan & Executive Summary Lanark County Tourism Development Wish List 2009 Ontario Ministry of Tourism Competitiveness Study (The Sorbara Report) Premier Ranked Destination Framework (PRDF) Final Report Tourism Leadership Roles in Lanark County Building Blocks of Tourism in Lanark County (Operational Flow Chart) Lanark County Marketing Outlook Lanark County Statistics Comparison to 2008 Tourism Structures Industry Comparison Survey Summary 2013 MTCS Consumer Insight Research RTO 11 - Ontario's Highlands Ontario's Highlands Tourism Organization Marketing Strategy Lanark County Communication Protocol with 2013 Municipal Contacts Rideau Canal Heritage Corridor Visitor Experience Opportunities Concept Canadian Tourism Insights Christie Lake Road Perth, Ontario K7H 3C tourism@lanarkcounty.ca 28