Ontario Tourism Marketing Partnership Corporation (OTMPC) Attractions Ontario AGM April, 2015 Trisha Grant
OTMPC Mandate and Priority Markets Marketing Update Themed Campaigns Website Update Summer Contest Social Media Partnerships Ontario Travel Information Centres Digital and Media Marketing Programs A Spotlight on Pan Am Ontario Celebration Zone Epic is On Campaign 2
Ontario Tourism Marketing Partnership Vision To position Ontario as a preferred global destination.! Mission To generate increased visitation by Ontario, Canadian and international tourists, enhance tourism expenditures in Ontario, and contribute to provincial economic prosperity through impactful marketing and results-oriented investment partnerships.! Strategic Priorities 2014-2017: Embrace Organizational Innovation and Effectiveness Build a Powerful Brand that Drives Results Develop and Execute an Effective Partnership Strategy Build and Deliver the Case for Investment! PUT ONTARIO ON THE MAP INCREASE VISITATION AND SPEND PROVIDE PARTNERSHIP VALUE 3
Market Priorities Tier 1: Brand Advertising + Travel Trade + Media Relations Tier 2: CTC Partnerships + Travel Trade + Media Relations Tier 3: Media Relations Northern Ontario, New York, Pennsylvania, Michigan, Illinois, Wisconsin, Minnesota, Manitoba 4 4
Total Visits 142 million OS Other Can U.S. Visits and Spend Visitor Expenditures by Origin $22.3 billion OS Other Can 2012 U.S. Ont Forecast Visits 156 million OS Other Can U.S. Ont Forecast Visitor Expenditures by Origin $30 billion 2017f Other Can OS Ont U.S. Ont Source: Statistics Canada, Travel Survey of the Residents of Canada 2012, International Travel Survey 2012; Ontario Ministry of Tourism, Culture and Sport, Ontario Tourism Outlook June 2014
Visitor Expenditures ($ millions) China $1,256 United Kingdom $660 Japan $298 Germany $263 Brazil $222 South Korea $182 Mexico $166 France $152 India $92 Total $3,291 Overseas Visitor Expenditures: 2017f Brazil Mexico 0.0673 India 0.0506 0.0279 South Korea 0.0552 China 0.3816 United Kingdom 0.2005 France 0.0463 Germany 0.0799 Japan 0.0908 OTMPC Response - Budget Shifts From 2011: Through changes in focus of grant programs (TIPP and TEMP) and Marketing program focus, OTMPC budget has shifted from within Ontario and to Canada to: The USA - Up 29% International Markets Up 9% Source: Statistics Canada, Travel Survey of the Residents of Canada 2012, International Travel Survey 2012; Ontario Ministry of Tourism, Culture and Sport, Ontario Tourism Outlook June 2014
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The Brand Story Brand Essence Surprising Contrast + Organizing Idea: 8
2014-15 Themed Campaign Total Reach: 4.95M SUMMER - 36 PAGES! FALL - 32 PAGES HOLIDAY - 12 PANELS! NORTHERN - 32 PAGES! 1.1M 540K 810K 2.5M! ON 337.5K (EN), 24K (FR) U.S. 1.68M (EN), 100K (FR) QC 400K (FR) ON 336K (EN), 28K (FR) U.S. 800K ON 500K (EN), 25K (FR) ON 475K (EN), 9K (FR) U.S. 323.8K
Campaign Themes 2014-15 2015-16 April June September November January
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Redesigned Consumer Website: OntarioTravel.Net Redesigned consumer web site
Built For Our Industry Stakeholders PARTNER LISTINGS! 1,700 EVENTS! 1,000 Since launch of web site on September 26 Visits up 15%, Leads to Industry up 2% PACKAGES! 350 LIVE CHAT, MONTHLY ENGAGEMENTS! 800-1,000
Spring OntarioTravel.Net Update Mobile App Coming this Summer 14
Contest Suitcase options (itineraries) are chosen from ontariotravel.net 15
Social Media Community Growth Community Engagement (Number of Fans) (Number of Conversations) GOAL 270K 01-04-15 (287K Achieved) GOAL 500K 01-04-15 (450K Achieved) 195K 01-04-14 350K 01-04-14 274% 484% 62K 01-01-13 66K 01-01-13 16
Industry Relations Partnership Opportunities 17
Ontario Travel Information Centres (OTICs) 11 Centres Across Ontario Placement of your brochures Educate our Travel Counsellors Advertising, ticketing, reservations and merchandise partnership Tourism Week Regional Launches Broadcast programming opportunity to promote events, etc. OTIC Conference 18
Programs TEMP and TIPP TEMP Support (75% up to $20,000 in Ontario and 50% up to $150,000 for Out-of-Province) 2014-15 # of events supported 142 2014-15 Total grants $Ms $2.0 TIPP Support (40% up to $200,000 for out-of - province) 2014-15 # of campaigns supported 11!! 2014-15 Total grants $Ms $0.97 OTMPC s marketing and partnership programs are the best way to extend your marketing and sales reach, stretch your marketing dollars, and together, take market share from other destination competitors. 19
Website Listings FREE Business, Event and Package Listings on OntarioTravel.Net Help @: info@tourismpartners.com 20
Digital and Media Contact Centre Briefings Phone, e-mail, Live Chat One-on-one with contact centre staff about your business! Trip Planning Promotion Your information on the site/contact centre accessible to consumers to plan their trip! Social Media Connect with us Let us know your programs so we can amplify! Events and Activities Reporting 21
Road Map Themed and Special Campaigns OTIC and OnRoute Advertising LED Board Co-branded and Loyalty Emails 22
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Ontario s Celebration Zone July 10 August 16, 2015 The OTMPC will host Ontario s Celebration Zone at Toronto s Harbourfront Centre, showcasing the best of Ontario through live entertainment, interactive exhibits, tourism promotion, culinary features and other experiential programming. Opportunities to participate have been extended to a diverse range of stakeholders, including RTOs. 24
Epic is On Campaign TV: 2 commercials: Invade and Get Ready Invade aired Sept-Feb Increased ticket sales, achieved over 3.5 million YouTube views and generating over 100 million impressions throughout Ontario and in key US markets and recently won a Bessie For Best In Show. The ad continues to be available digitally, i.e. on YouTube, websites, etc. CTV, CBC and Global, Ethnic (OMNI) Get Ready is scheduled to air between April 27 th and the end of June.! ADDITIONAL INTEGRATED MARKETING TACTICS: GOTrain Wrap 4 GOTrain cars on the Lakeshore East and West lines wrapped for 16 weeks (March) Subway Train Domination An entire marketing domination of a TTC subway train for 8 weeks (April). Athlete Testimonials 15 and 30 second videos were produced featuring athletes - The videos are airing on OTMPC social channels such as Instagram Video, Facebook and YouTube. FSI - print piece developed as a visitor guide to encourage games attendees and other visitors to explore the regions hosting the games, beyond the event venues. The content includes a regional content page for each participating RTO that features a regional overview and recommendations what to Eat, See, Shop and Do with, supporting images. Distribution of 350,000 English, 20,000 French. 25
INVADE AND GET READY TELEVISION COMMERCIALS 26
INVADE 27
GET READY 28
! THANK YOU Trisha Grant Vice President, Industry Relations Ontario Tourism Marketing Partnership Corporation 416 212 0755 Trisha.grant@ontario.ca! 29