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SPECIAL editionCanada-e-Connect

Vacations Canada TV Canada’s first online traveldestination network

Check out my bod onlineBodtv - Brand on Demand

Fallsview BoulevardThe Making of a Brand

Royal Canadian PacificEver want to experience howroyalty travels?

Been there, done that? Think again!If you haven’t been to Niagara Falls, Canada in recent years, you won’t recognize our “Fallscape”. Four and five star hotels tower over the cataracts and make up Canada’s newest skyline. Our world-class accommodations complement a whole range of world-class attractions like the Maid of the Mist and Journey Behind the Falls.

Eco-tourism in Niagara is hot, and ideal for the outdoors lover in you. Bike above, hike down, fish in or even canoe through the Niagara River Gorge, merely millions of years in the making.

For the culture aficionado, over 60 wineries, dinner theatres, and jazz in the park are all within a short – and scenic half an hour drive. Don’t forget those golf clubs either! Niagara has over 40 golf courses, ranging from championship golf to novice courses. No wonder Niagara is known as the golf capital of Canada!

The New Niagara Falls, Canada... it’s your one-stop WOW!

e. info@niagarafallstourism.comt. 1-800-563-2557www.NiagaraFallsTourism.com

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5 Thinking out loud A few thoughts from Luc Courtois

6 Upward Trends

8 Fallsview Boulevard The making of a brand

10 Royal Canadian Pacific Ever want to experience how royalty travels?

12 Vacations Canada TV Canada’s Vacation Station

14 Check out my bod online Bodtv - Brand on Demand

16 BodTV In Production

17 ChillTV The not so perfect pitch!

18 Cool Travel Gadgets

20 Beijing Olympics 2008

21 Asian Business Culture

23 On the Board - 180 Marketing

24 Are you a Twitter?

25 Travel Tidbits, Fun Facts

27 Spot the Difference

what’sinside

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ISSUE 7

Publisher/Editorial DirectorLuc Courtois

luc@do180.com

EditorJim Kalogerakosjimk@do180.com

Editorial AssistantLisa deSousalisa@do180.com

Production ManagerEric Mills

Creative SupervisorRob Mather

Graphic DesignerLaura Arcuri

Contributing WritersLuc Courtois

Gordanna MosherEric Mills

Jim KalogerakosRob Mather

Director of Photography Michal Pasco

Cover photo:

Devil’s Gap at Minnewanka Lake, Banff National Park, Canada

The cover photo was chosen based onone single parameter: the photo was cool.

180Published by 180 Marketing®

71 King Street, Suite 301St. Catharines, Ontario

Canada L2R 3H7905.687.3371do180.com

Please direct questions, ideas or concerns to info@do180.com

180stafffav

Well informed, eloquent

and oh-so-romantic, the ‘City

of Light’ is a philosopher, a

poet, a crooner. As it always

has been, Paris is a million

different things to a million

different people.

If you’re travelling, staff at 180 recommend

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A few thoughts from Luc Courtois P u b l i s h e r / E d i t o r i a l D i r e c t o r

thinkingout loud

• 6.7billionpeopleliveonourplanet.Almosthalf live in Asia• Wecommunicatein2,700languagesbutEnglish is the first language for less than 5% of the world• Injust10yearstheinternethasgrownfrom 260,000toover1.4Billionusers• Thereareoveronetrillionpagesindexedby search engines• In1984therewereonly1,000devicesthatcould connect to the internet. Today there are over 1billion

Mobile Marketing• Therearecurrently3billion mobile users world wide• 6.6billiontextmessagesare sent and received daily• Americanstextmorethan they talk. They send or receive357textmessages each month but only place orreceive204calls• 1.2billiontextmessagesweresentacrosstheUS the night Obama got elected• 66%ofmobileusersusetextmessaging.That’s over2billionpeopletextingrightnow

• Onaslowday150millionvideosareuploaded to YouTube• 1.2millionYouTubevideosaretaggedastravel related• 70%ofYouTube’sgrowthin2008wasfrom people35+• Itwouldtakeover400yearstowatcheverything on YouTube

THE WORLD WE LIVE IN

Watch the Canada-e-Connect video presentation at www.bodtv.ca/world The world we live in is changing rapidly. As travel marketers you need to embrace this change and adapt accordingly. Here’s a quick snapshot of the world we live in and what the future holds:

Online Video• In2009LGHDTVswillstreamover12,000movie and television titles directly from NetFlix• 19millionCanadianswatchover2billionvideos per month• 124millionAmericanswatchover9.5billionvideos per month

• Facebookhasgrownfrom12milliontoover140 millionactiveusersinjust2years• 2.6billionminutesarespentonFacebookeachday• 13millionusersupdatetheirstatusdaily• 2.5millionusersbecomefansofPageseveryday

Bla, bla, blog!• 183millionpeopleareactivebloggers• 57%havejoinedasocialnetwork• “Peopleinnetworkedmarketshavefiguredoutthat they get far better information and support from bloggers than they do from vendors” [the cluetrain manifesto]

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upwardtrendsTop Tourism Trends for 2009Consumers are demanding greener options in all aspects of their lives including their travel decisions. Travelers will be especially interested in green destinationstovisitin2009.ManytravelagenciesareidentifyingwithGreenTravel and will be offering different price-points and non-traditional leisure activities for these travelers. These greenpackages will include more outdoor activitiesand even feature dining at eco-friendlyrestaurants.

Withover94%ofNorthAmericansusingtheinternet to research, plan and book theirvacations, the tourism industry has becomeeven more globally competitive than ever.

BabyBoomersaccountfor80%ofalltravelspendingandcontrol70%ofNorthAmerica’s wealth. So it’s no surprise thatextra attention will be paid to their vacationneeds and wants. Boomers want morethanjustpricepointsandteasersonlinethey want full-itineraries. Travel agents areresponding by providing them withjustthat.

Last year gas prices had a dramaticimpact on the travel industry.Consumers were hit for the first timewith surcharges on airline tickets.Even with a considerable drop infuel costs this year, expect to seea reduction in long distance travel.According to many economists, travelerswill be looking closer to home for theirnext getaway. In response, manydestinationsareadjustingtheirmarketingstrategies to target their home markets.

SOCIAL NetworksAccording to Comscore, stats show a record number of traffic to the two largest social networking sites. In the U.S,MySpacestillremainsnumberone as the most popular social media platform but Facebook traffic is gaining momentum and reports indicate thatby2010FacebookwillovertakeMySpace. Facebook founder Mark Zuckerbergsaid,“ifFacebookwerea country, it would be the eighth most populatedintheworldjustaheadofJapan, Russia and Nigeria.”

Unsureatfirstofthesocialmediaplatform, the travel industry has adapted quickly to align search strategy with social media campaigns reaching out to specific niche social media sites and target business travelers.

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Online video has become the fastest growing media platform. According to ComScoreVideoMetrix,USInternetusersviewed12.7billiononlinevideosduringNovember2008alone,upmorethan one-thirdoverNovember2007.eMarketeralso puts online video viewers at more than75%ofUSInternetusers,andestimatesthatnumberwillriseto88% by2012.

This incredible growth represents a fantastic opportunity for ad revenue to marketers. Consumers are not willing topayforamajorityofonlinevideos,however advertisers will pay for a large,

Beforeyourdayisout,youwillmostlikelyhavechattedwith50orso of your closest friends. Talked about your day, entered contests and recommended they do the same, received promo offers or found a great restaurant to meet at for dinner.

Worldwideuserssendover1trilliontextmessageseachyear.Forecasts call for continued growth of wireless communications, especiallyinNorthAmerica.Globallytherearetwiceasmanyactiveusers of SMS as are active e-mail users. Text messages on average arereadwithin15minutesofbeingreceivedandhavea60minuteresponse time.

Text messaging remains the mostimportant feature for cell phonebuyers. According to a survey ofcell phone users commissionedby AccessSystems Americas, and

Instant on Demand

conducted by research firm Amplitude Research, buyersofnewcellphonesviewtextmessaging(73%),accessingtheInternet(61%)andemailcapabilities(63%)asthemostimportantfeatures.

Online v

ideo

targeted and captive audience. eMarketer estimates online video ad spending will reach$4.6billionin2013,upfrom$587millionin2008.

Online videos provide a greater level of engagement with consumers than any other media. This interactive environment allows users to share their experiences with friends through interactive applications like YouTube, Facebook,MySpaceandTwitter.Usersarenowincontrol.Theydeterminethe“buzz”and the level of traffic to sites. The smart advertiser can better position their brand or message to their target market through video than with any other advertising tool.

on the rise

The Making of a BrandWhen people mention ‘The Strip’ in Las Vegas, or the ‘The French Quarter’ in New Orleans, it is easily recognizable in people's minds. 180 Marketing wasgiven the task to brand an area in Niagara Falls that will resonate in tourists’ minds for years to come and keep them coming back for more.

Fallsview Boulevard, located steps away from the wondrous Niagara Falls, is a high class area that offers upscale hotels and restaurants, as well as a world classcasino.Wejusthadtocomeupwithabrandingcampaign that exemplifi es everything that Fallsview Boulevard has to offer.

and voila! a logo was born!This logo design refl ects the unique elements of the Fallsview Boulevard: the stunning skyline and the ownership of the proximity to the falls. There is nothing closer. The height of the logo was used to create a noble classy mark that can be used across media (banners,shoppingbags,webandprint)effectively.

It Happens on The BoulevardNext, we needed a positioning statement, that says it all, something that can be used on its own and that works in different forms of media. Something that states everything happens here, a place where you can shop, eat, play, stay and of course have fun….

Fallsview

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Ad CampaignNothing says fun and luxury in Niagara Falls than an ad campaign that targets either families or couples, through fun and distinctive creative.

www.fa l lsv iewboulevard .com

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WebsiteConsistent design was incorporated on the website. Here you can find everything that is located on Fallsview Boulevard. Where to shop, stay, play and eat.

Boulevard

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royal Canadian Pacific

Ever Want to Experience HowRoyalty Travels?

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Welcome aboard Royal Canadian Pacific, one

of the world’s premier luxury trains. Step aboard

the vintage railway fleet cars and experience

another world. You will experience 5-star

hospitality, award winning cuisine and awe-inspiring

landscapesaboardthisamazingtrainventurethrough

the Canadian Rockies. This adventure was voted one

oftheworld’sTop10trainrideexperiences.

In order to truly capture the experiential nature of

the Royal Canadian Pacific, we’ve re-designed

their existing website to showcase the upscale

train ride more vividly, featuring breath-

taking photography, coupled with a clean design.

We want viewers to see what Royal Canadian

Pacific has to offer before they climb aboard.

Experience Luxury at royalcanadianpacific.com

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vacations Canada Tv

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The client was Brewster Inc. and like us, they believed that the days of the traditional website are numbered. Internet users want more thanjustboilerplatecopyandafewstaticimages.Thisisespeciallytrue when people are researching and evaluating vacation options. Vacations Canada TV delivers street-level experiences in a fun, enter-taining and informative way. We engage prospective travelers to Canada and allow them to experience a destination well before they arrive.

Why an online TV show?Vacations Canada TV bridges the gap between the low quality content on YouTube and traditional broadcast television. All content is shot in high definition. Professional equipment, crews, script writers, creative teams, editing and post production facilities ensure broadcast quality episodic content. Vacations Canada TV takes the user experience one step further and provides consumers the opportunity to actually initiate atransactionaftertheywatch.Unliketraditionaltelevision,aconsumercan act immediately upon a motivation to buy. The experiential nature of each episode is based on Canadian TourismCommissionresearch.TheCTChasdeveloped25profiles(ExplorerQuotients)onthereasonspeopletravel.Theprofilesarenotbased solely on age, gender or education, but includes qualities of someone’s personality. Each episode is produced to hit key emotional triggers and motivations to travel.

Shooting for Season Two has begun with our production partners Bark Studios located in Banff, Alberta. Stay tuned for more great programmingin2009.

Canada’s first online travel television network

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Create an Internet Tv presence quickly and cost-effectively

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The time has comeAdvances in technology and broadband Internet have made the development of broadcast quality productions for the web extremely cost-effective.Majornewssitesandportals(i.e.CNN,CBC,Yahoo!)arenowdeliveringcontentovertheInternet. The BODtv™ platform is essentially a micro-television network in a box. Programming is delivered over the Internet for targeted communities, bringing together elements of TV programming and Internet philosophy to allow companies to produce, share and distribute content.

InMayof2008welaunchedversiononeoftheBODtv® platform. Why? We saw the emergence of online video as a powerful selling tool. Episodic video content allows marketers to harness the distribution power of the Internet andthepopularityofonlinevideoto“pre-sell”Canada as a destination to a connected market ofover1.3billionpeopleworld-wide.

Start engagingThe platform features a video player on the main interface. Themed channels include episodic playlists. When it comes to production, a studio

host introduces each episode and field reporters deliver street-level experiences at a variety of vacation destinations. Associated with each episode are carefully chosen high value packages that the user can click to learn more. The ultimate objectiveistoencouragetheviewertobookaCanadian vacation product.

What can a viewer do on the BODtv platform?The first thing we want the viewer to do is watch content that pertains to their travel interests. After that the platform and business model allow us to engage the viewer in several ways. They can:

1. Clickapackagetolearnmoreandbook2. Calltoinquireandbook3. Emailafriendortravelingcompanion segments of interest4. Embedanysegmentintoablogorwebsite5. Subscribe for new episode updates6. Entercontestsandpromotions7. Downloadanysegmentinseveralformats includingM4Vand3GPformobilephones

In Production

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In just 45 days our crew produced 22 episodes of new programming for FallsTV.ca. (Can you say burnout?)

•MostpopularvideoforAugust:Ripley’s Believe It Or Not. Check it out!

•DreamWorksStudioofficially released Shrek the Halls world-wide in Niagara Falls this past December. We were

theretocapturethebuzzandinterview Shrek.

Crews continue to shoot new episodes in Banff, Jasper, Edmonton and Calgary. (Can you say dream job?)•Translation,closed-captioninganddubbing

of all episodes continues in Spanish.

•DealhasbeenstruckwithamajorMexicantelevision network to produce a half hour show in Spanish.

•AirCanadaKoreaisfeaturingVacationsCanada.tv on its homepage.This is a huge marketing coup!

•AsofJanuary2009,closeto500,000episodeshave been watched online. And the Web Emmy goes too…Compared to average bannerclick-through-ratesof.2%to.5%eachwebepisodeisseeinganaverage20%click-through-rate.

This is unheard of in web marketing!

Background

If you live in Ontario and you drink beer (whodoesn’t?),thenyou’veprobablypickedupacopyofChillMagazineat the Beer Store. It’s the official publication of the Beer Store published by Chill Media. Full of guy stuff, like sports, barbequing, celebrity smut, extreme vacations and more. Luc and I have had our eye on Chill for about six months. The plan was to do some research, put together a proposal and pitch the publisher the idea of turning ChillMagazineintoahalfhourTVshow– but online.

Fast forward six months

For six months, every week the Outlook Reminder popped up to remind me to get started on the pitch. Well it happened one too many times. Now talk about coincidence, Luc walks into my office with a current issue of Chill he hadjustpickedupandsays“YouknowI have a funny feeling today.” Well that’s allittook.OnApril1(ofalldays)at6:03pm, I sent an email to the publisher of Chill basically telling him that Chill should be a TV show. At7:06pmthatnightthere’saresponseon my Blackberry. We got their attention.

Fast forward six more months

We got the gig! Not only for ChillTV but for a new Chill website (launching inJanuary09).

The not-so-perfect pitch: 180 Marketing camera crew caught up with the Great One and his friends this past summer. Next thing you know, we’re at the Wayne GretzkyFoundationAnnualGolfTournament;interviewing some of the hockey greats like MarkMessier,PaulCoffeyandWayneGretzky.

byJimKalogerakos

Wayne Gretzky

Mark Messier

Paul Coffey

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Casio Pathfinder Watch Plan on climbing Everest? With Casio’s Pathfinder watch, you can

lug the rest of your gear and still know what time it is and how

frigidly cold it is at the top. This watch sports an altimeter, thermometer, compass, barometer,

auto-setting atomic clock functionality, tide graph, depth gauge, and dive log. Oh and it’s solar

powered. Hard to say if it is still a watch at this point?

Utili-KiltRequested by adventurer and tattoohistorian Vince Hemingson and wornbytheoriginal“Survivor”contestantRichard Hatch (Yes, he spent most of histimenaked,buthedidwearitonTV),theSurvivalisthemostadvancedUtilikiltto date. Whether you’re climbing amountain,planningathree-weeksojournintothebackwoodsorjustlookingforawaytocarry20bottlesofbeer,the Survival is the kilt for you. And passing through customsshouldbeabreeze.

lippi Selk Sleeping Bag/SuitIt may look ridiculous but the Lippi Selk Wearable Sleeping Bag/Suit is actually a prettydamngoodidea.AndjudgingbythefactthathalfofLippiselkbagproductsare completely sold out, a good many other outdoor enthusiasts agree.

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cooltravelgadgets

Novatel MifiNovatel has announced the MiFi Intelligent Mobile Hotspot, which is seemingly aimed at showingusjusthowbeautifulconnecting to the Internet can be. The MiFi creates your very own ecosystem of broadband connectivity wherever you are. We have waited for so long for a portable device that shares3Gbroadbandaccesswith multiple users on the go.

Whenan84-toolSwissArmyKnifeisn’tenough,youneedWenger’sGiantCollector’sSwissArmyKnife.This8-inchmonstrosityweighsinatacool,practical2pounds,11ouncesandboasts85tools-that’severytoolevercreatedbyWenger.Ohandit’sonly$1200.Theonlythingmissing? Flamethrower. James Bond never had one of these!

apple iPhone 3G No gadget combines more functionality, fun, flair and overall usefulness into a single package thanApple’siPhone3G.It’sanMP3player,digitalcamera,GPSnavigation device and… a phone. Not to mention the billion or so applications available, allowing completecustomizationand flexibility.

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TheultimateSwiss army Knife

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Some corporations, including McDonald‘s, Coca-Cola, Visa, Kodak and Xerox – paid a multi-million dollar fee for the right to be part of The Olympic Partner (“TOP”) program.

Twelve companies from a variety of industries acted as worldwide Olympic sponsors for the 2008 Games, while others sponsored individual teams or athletes.

Of the represented industries, three stood out as successes – sportswear, media and food and beverage.

Every men’s swimming event was won by an athlete donning the Speedo LZR Racer suit, with 94 percent of all medals going to swimmers who wore one. Chinese sports-wear brand Li Ning also got a boost after its founder lit the flame in the opening ceremony. Shares jumped as much as 13 percent during the Olympic Games.

General Electric (GE), the parent company of NBC, had the exclusive broadcast rights for the games. The network averaged 27.7 million viewers a night for its primetime coverage, which was higher than the averages for both the 2004 and 2000 Olympics.

Kellogg’s scored the endorsement from 8 time gold medalist winner – Michael Phelps.

The Olympic Games are the most effective international corporate marketing platform in the world, reaching billions of people in over 200 countries and territories.

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In Asia, it is important to be aware of signifi cant cultural features, apart from having a general understanding of the historical and cultural background of the country you are dealing with. Asian negotiators have a reputation for being forceful, determined, and willing to take advantage of any weakness or opening. In order to negotiate successfully in Asia, Western companies should be sensitive to morals, behaviour patterns and business matters.

The following is a list of points that companies doing business in Asiashould consider.

In most negotiating sessions, business people will speak both their native language and English. Western negotiators should therefore have availablea native speaker on their team.

Asian business people will react unfavourably to a person they consider to be ill mannered,inconsiderate or conceited and welcome someone who is honest,courteous and determined in approach.

Asian cultures place anemphasis on establishing a relationship and will focuson learning about yourcompany before concentratingon the agreement.

Avoid embarrassing people and causing them to lose face in the presence of others. Eating and drinking play a key

role in business in Asia, andit is often during dinner that the most important business relationships develop.

Gift giving is normal Asian business practice and onlysmall gifts are necessary(e.g. bottle of liquor).

asian Business Culture

180 quote:When I took offi ce, only high energy physicists had ever heard ofwhat is called the World Wide Web... Now even my cat has it’sown page.” - Bill Clinton

Chilltv. After 5 and on weekends.COMING SOON

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ontheboard

do180.com

Is your nephew handling your corporate branding?

Michal Pasco • Director of Photography

Are you a

Twitter is a new player to the social

media scene, but has definitely been

gaining momentum over the last

couple of years.

Twitter is a free service that lets you

keep in touch with people through

the exchange of quick, frequent

answers to one question: What are

you doing?

Since the purpose is to deliver short

to the point messages, this presents

advertisers with a new and interesting

way to advertise to their target

market.

If you want to learn more about

Twitter and its authorities, check out

theTop100listsonfollowers,friends

andUpdatesatTwitterholic.com

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Traveltidbitsfunfacts

TRAVEL tidbits

• Amongonlinefrequenttravelers,70percentusetheInternet

for travel planning

• Theyvisit22websitebeforetheybookanything

• 15%don'tknowwheretheyaregoingwhentheystarttheir

search

• 39%don'tknowwhentheywillbetraveling

• 55millionAmericansareclassifiedas"Geotourists"

• 44centsofeveryonlinedollarisspentontravel

• In1999only500peopleinChinacouldski.In2009,5,000,000

Chinese will visit ski resorts

FUN facts

• Google’semployeesgetfreehaircuts• Googlereceivesmorethan1,000 resumes a day• 1ofevery8marriedcouplesintheUSlast year met online• Youburnover25caloriesinaoneminutekiss• Kissingishealthierthanshakinghands• Californiahasissuedatleast6driverslicensesto people named Jesus Christ• 'Jedi'isanofficialreligion,withover70,000followers,inAustralia• Theaveragecarproduces1lbofpollutionevery25miles• Atypist'sfingerstravel12.6milesperday• In2006morethan1in8peopleintheUnitedStatesshowedsignsofaddictiontotheinternet• 50%ofthepeopleintheworldhavenevermadeorreceivedatelephonecall

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(1) Bead in hair on rightside is a different colour, (2) Beads in hair hanging from beard are missing, (3) Decorationin hair on leftside is a different colour, (4) Belt buckle on chest is missing engraving, (5) Leather belt is missingsecond piece of string, (6) Fabric hanging below waist has different colour stripes, (7) Pistol tucked in pants ismissing hammer, (8) Missing button hole stitching on rightside vest.

Testyourpowersofobservationbyspottingthe8differencesbetweenthe2picturesofCaptainJackSparrow.

do180.com • bodtv.ca

leapahead of the competition.

broadcast your brand.