Tourism Calgary AGM, April 2012 Presentation by Michele McKenzie, President & CEO, CTC

The Stampede

A lot done in a short time partnerships and cooperation were key 25,000 photographs 1 hr+ HD footage 5 3D vignettes Calgary Stampede videos New Yorker cartoons NYC chuckwagon Funny or Die Matador LXTV vignettes NBC 1 st look commercials Royal tour media event WTM event ITB event Fashion Week stampede lounge GoMedia stampede lunch Magazine ads International campaigns Tour operator promotions

Making the traditional modern

Tourism Calgary s Calgary Night Out Have you ever attended an event where you feel that your host and hostesses have completely nailed it? Have you ever walked away from one such event and felt as if you really have a greater understanding of a place and the people who live there? ~ Al Dente blog

Looking ahead

Facing tough competition Well-funded traditional ones... as well as emerging ones and the new Brand USA.

But also so many more International arrivals travellers out there

Canada has the top country brand now is the time to capitalize on it

Travellers think Canada International travellers awareness of destinations Global Tourism Watch surveys, 2011

Need to get them started down the Path to Purchase First. Canada or another destination? and then later which part of Canada?

Collaboration will be important especially alignment in-market in branding

In-market a UK example Atlantic Canada Nova Scotia New Brunswick Quebec Ontario Manitoba Alberta BC Montreal Toronto CTC 13 tourism orgs selling 11 layers of Canada

UK collision calendar: uncoordinated invitations to all these Canadian events/missions frustrates and confuses the local media/tour operators Jan 23 Tourism Manitoba Media night Jan 24 & 26th th Travel Alberta Media events Feb 7 th Atlantic Canada night Feb 6 th 9 th Atlantic Canada Sales mission Feb 20 th Tourism Quebec Just for Laughs Comedy night March 12-16: Travel Manitoba & suppliers Sales mission March 15 th Travel Manitoba tour operator dinner March Banff Lake Louise Tourism tour operator visits March 27 th Battle of the Blues New Brunswick March 29 th : SEC launch event, CTC March 23-30: Vancouver, Whistler and Victoria Sales Mission April 12: Nova Scotia event around Titanic 3d film viewing April 30 th / May 1 st Toronto media event May 18 Chelsea Garden Festival fringe event by Quebec/ Alex. Reford May 21 : CTC media event at UK Travellers Club May 22 : Quebec/Alex Reford talk at British Library June 12 : Atelier des chef: Quebec event June 18 22 Ontario Sales Mission June or July Edmonton Tourism and Jasper Tourism Sales Mission July 1 st : Canada Day on Trafalgar Square July 17 th : Travmedia Canada event, led by CTC Aug 16 th : CTC, QB, ALB, BC Ski Media event Sept 8-11 th Banff Mission September 24 th : Whistler Managers mission October Whistler GM s mission October 16-17: Quebec Sales Mission October 31 st Ski Media Event for Canada s ski resorts with UK ski media pre London ski show October Travel Alberta ski media and trade dinner during London ski show November World Travel Market, led by CTC November/WTM Tourism BC pub night December 12 th BACTA s event, led by CTC

Branding Poor brand alignment can dilute our message

Alignment can make our message so much more powerful

Travel Alberta & CTC partnerships have been a great model Co-location in China Frequent partnering on advertising Brand alignment

Up ahead: the dreamliner potential Potential boost for Calgary/Edmonton-sized destinations Work together to make sure Canada is prepared and can take advantage of this innovation