War of 1812 Bicentennial AnalysisWar of 1812 Bicentennial AnalysisInitial Assessment of Marketing OpportunityInitial Assessment of Marketing Opportunity
Ministry of Tourism, Culture & SportMinistry of Tourism, Culture & Sport
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MTCS Research Unit
Industry/Market Research
OTMPC Research
Marketing Research
Ontario Ministry of Tourism, Culture and Sport Tourism Research Resources
33
Ministry Tourism Research Unit
• Tourism Performance – Visits & Spending, Accommodation Stats, Travel Price Index
• Economic Impact – Tourism Receipts, GDP contribution, Employment, Taxes, Businesses
• Forecasting – Number of visits by origin by year
• Market Profile Reports – RTO, CD, CMA
• Ad Hoc Requests, Presentations, Workshops
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55
OTMPC Research
• Conducts marketing research specific to marketing programs
- Monitor the Ontario brand
- Consumer segmentation and profiling
- Advertising concept testing
- Measuring Impact of Advertising
• Provides research information for industry committees and Board
• Ad Hoc Requests, Presentations, Workshops
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Background & Definitions
War of 1812 Bicentennial AnalysisWar of 1812 Bicentennial Analysis
8©2009 TNS Canadian Facts
Purpose of the Study
Establish current awareness and knowledge of the War of 1812 in key source markets
Determine interest in the planned bicentennial celebrations overall, and in specific activities that might be offered
Establish a demographic profile of the target group
Establish a media consumption profile of the target group
Identify other popular travel activities within the target group to define potential activity packaging opportunities
9©2009 TNS Canadian Facts
Background
This research project includes data from two sources:
The May 2009 wave of the Travel Intentions Study
Specific questions on the War of 1812 and potential bicentennial celebrations were included
TAMS 2006
To profile those who travel to explore history
Source markets include:
Ontario
Rest of Canada (Montreal, Quebec City, Winnipeg for TI)
The US Near and Mid Markets
10©2009 TNS Canadian Facts
TAMS History Travelers
Analyzed TAMS data set to identify 2 target groups:
History Travelers are defined as those who have engaged in any of the following activities on an overnight, out-of-town trip taken in the past two years:
Visited historical replicas of cities or towns with historical re-enactments;
Visited general history or heritage museum;
Visited military/war museum;
Visited well known historic sites or buildings;
Visited other historic sites, monuments and buildings;
Participated in historical re-enactments (as an actor).
Core History Travelers are those who took an overnight, out-of-town trip in the past two years mainly to engage in at least one of the above activities.
Sizing the Opportunity
War of 1812 Bicentennial AnalysisWar of 1812 Bicentennial Analysis
12©2009 TNS Canadian Facts
History Traveler Segment IncidencePercent of individuals 18 years or older in each market
Source: TAMS 2006
68% 65% 65% 69%61%
22% 25% 26% 22%31%
10% 10% 9% 9% 8%
US Border Remainder USNear/Mid
Ontario Quebec Rest ofCanada
32%
35%
35%
31%
39%
Core History Travelers
History Travelers
Not History Travelers
31% - 39% of the population is considered a History/Core History Traveler
13©2009 TNS Canadian Facts
Would You Consider Attending 1812 Bicentennial Celebrations?Among travelers in each market aware of war of 1812
Q4WM. Would you consider attending celebrations in 2012 to commemorate the War of 1812 bicentennial?Source. Travel Intentions Study, May 2009
10% - 23% of travelers would definitely or probably attend War of 1812 celebrations
11% have attended a similar historic event in the past 10 years
14©2009 TNS Canadian Facts
8.6
Projected Size of the Target Groups (in millions)Based on Census adult populations in each market
Source. TAMS 2006 and Travel Intentions Study, May 2009
History Travelers(TAMS)
4.3
2.9
0.9
0.5
0.7
US Border
Other USNear/Mid
Ontario
Quebec
Rest of Canada
Total US Near/Mid Ontario & Quebec
History/Core History
14.4
10.0
3.4
1.9
3.6
29.7
Core
Interested In AttendingWar Of 1812 Bicentennial
(Travel Intentions)
1.5
0.9
0.7
0.04
Definitely Would Attend
3.2
US Border
Other USNear/Mid
Ontario
Quebec(Mtl/QC)
Total US Near/Mid Ontario & Quebec
DW/PW
5.4
3.2
2.1
0.16
10.8
Aware of War and ….
Current Affinity with the War of 1812
War of 1812 Bicentennial AnalysisWar of 1812 Bicentennial Analysis
16
Familiarity with Historic Events Among total travelers
Q1WM. Are you familiar with any of the following historic events or conflicts? Source: Travel Intentions, May 2009
94% of American and 83% of Canadian travelers are aware of War of 1812
17
Unaided Recall of Specific War of 1812 EventsAmong travelers aware of conflict
Q2WM. What major events, if any, do you recall from the War of 1812? Source: Travel Intentions, May 2009
Despite high awareness, travelers have little recall of specifics of the War of 1812
18
Who Won the War of 1812?Among travelers aware of conflict and recalled any events
Q3WM. There are varying opinions about which side won the War of 1812. Based on what you know or have been taught about this war, which of the following parties would you say were on the winning side?
Source. Travel Intentions Study, May 2009
And both sides were victorious!
Interest in Specific Bicentennial Activities and Trip Forms
20
25
19
21
18
16
15
14
14
12
11
12
8
10
7
9
5
38
41
35
34
38
32
35
37
28
29
31
24
28
28
24
22
60%
56%
52%
54%
47%
49%
51%
40%
40%
43%
32%
38%
35%
33%
27%
63%
Interest In Specific Bicentennial Attractions, Events, And ExhibitsAmong total travelers
Q5WM. Apart from your overall interest in attending the celebrations, please indicate how much interest you have in each of the following type of attractions, events, or exhibits that could be part of the War of 1812 bicentennial activities. Source: Travel Intentions Study, May 2009
(n=2,538)
Tall ship displays
Guided tours at the related historic sites
Tall ship races
Showcase of the weaponry used in the war
General festivals and parades
Historical reenactments of the battles
Military events or displays
Art exhibitsAttendance of the events/celebrations by the current
leaders of the participating in the war countriesModern day interpretation of the battles
Documentary film festival
Gift shop selling replicas of the war paraphernalia
The commemoration of new monuments to the War of 1812
Spectator sports
Possibility to meet families with connection to the War of 1812
Participatory sporting events
20
17
16
15
14
13
12
12
10
9
9
7
6
6
5
5
39
40
35
37
41
33
36
34
29
31
29
25
28
23
23
18
57%
51%
52%
55%
46%
48%
46%
39%
40%
38%
32%
34%
29%
28%
23%
59%
(n=5,355)
Among Americans Among Canadians
Very Fairly Very/Fairly Interested%
21
Effect of Distance on Likelihood of Attending Bicentennial CelebrationsAmong travelers aware of War of 1812
Q7WM. Please indicate how the following distances to the events would affect your likelihood of attending any War of 1812 celebrations.
Source: Travel Intentions Study, May 2009
The closer it is, the more likely they will come
22
16
8
11
33
21
27
34
38
39
10
18
12
7
15
11%
Type of Trips Would Take to Attend 1812 Bicentennial CelebrationsAmong travelers likely to attend events outside their city limits
Q8WM. How likely would you be to take each of the following types of trips to attend the War of 1812 bicentennial celebrations? Source: TI, May’09
12
6
8
27
17
23
41
37
43
14
24
17
6
16
9%
(n=3,939)
Same-day excursion
Overnight trip specifically to attend celebrations
Overnight trip for another purpose, but extended to include celebrations
Among Americans
Among Canadians
39%
23%
31%
Same-day excursion
Overnight trip specifically to attend celebrations
Overnight trip for another purpose, but extended to include celebrations
(n=1,747)
49%
29%
38%Definitely would
Probably would
Might or might not / Don’t know
Probably would not
Definitely would not
Target Group Profiles
War of 1812 Bicentennial AnalysisWar of 1812 Bicentennial Analysis
24©2009 TNS Canadian Facts
Demographics of History Travelers
Skew slightly older (35% of American and 30% of Canadian over 55)
Half male, half female
Exhibit household composition similar to general population (about 70% married)
Higher income (24% of American and 33% of Canadians have household income greater than $100,000)
Well educated
25©2009 TNS Canadian Facts
Media Consumption of History Travelers
Show more interest in all news/current affairs media
Gravitate disproportionately not just to all forms of history content, but to travel content and channels as well
The media habits of History Travelers are quite mainstream in other respects. Popular media include…
• TV – movies, popular dramas, sitcoms, sports and science/nature (especially in Mid Market US)
• Radio – oldies, soft rock/pop, and modern/alternative rock (in Canada)
• Magazine – magazines with entertainment, home/garden and general interest themes, along with health/fitness (in the US) and food/cooking and fashion/beauty (in Canada)
• Newspapers – widely read with weekday and weekend dailies achieving particularly high penetration in Canada (as of 2006)
• Online Media – have likely grown considerably in popularity since 2006 – weather, entertainment, health and shopping (especially US) are prominent sites
26©2009 TNS Canadian Facts
Activities While Traveling
Besides the universal activities of shopping and dining, the following activities/attractions are popular among History Travelers and offer significant packaging opportunities
Museums and observing architecture generally
Natural wonders such as Niagara
National and provincial parks
Amusement parks (esp. US)
Aquariums and zoos (esp. US)
Farmers markets
Casinos
Swimming
Art Galleries (esp. Canada)
Hiking and viewing wildlife(esp. Quebec)
Wineries (esp. Quebec)
Camping (esp. Canada)
Live Theatre (esp. Ontario)
Summary and Implications
War of 1812 Bicentennial AnalysisWar of 1812 Bicentennial Analysis
28©2009 TNS Canadian Facts
The War of 1812 bicentennial offers considerable tourism potential for Ontario.
There are large pockets of pleasure travelers in Ontario and surrounding markets who are attracted to historical events of this nature.
Basic awareness of the War of 1812 is well established in both Canada and the US so the premise for the bicentennial commemoration has widespread credibility.
A range of specific activities and events that could be offered by Ontario as part of the commemoration have fairly wide appeal and are capable of stimulating some degree of excitement.
• Tall ship displays and races
• Festivals and parades
• Guided tours at historic sites
Summary and Implications
• Art exhibits
• Military and weaponry displays
• Battle re-enactments
29©2009 TNS Canadian Facts
Summary and Implications (cont’d)
It is important to keep in mind that perceptions and misperceptions about the War and its scope vary considerably from market to market.
There are also likely sensitivities to, and lack of agreement on, a number of historically contentious points such as the War’s ultimate victor.
Communications directed toward Canadian and US markets should be attuned to this so that potential visitors aren’t alienated and unwanted emotional responses avoided.
It may be possible to turn some of these areas of contention on their head and use them as marketing devices.
For example “Who won the War of 1812? Come and find out.”
Promotion of this nature, as well as other forms of promotional tactics such as contests, giveaways, etc. could have a strong role to play in elevating the level of interest, since the War itself is fairly well known, but stimulates muted excitement without embellishment.
30©2009 TNS Canadian Facts
Summary and Implications (cont’d)
To encourage overnight and longer distance trips, consideration should be given to packaging bicentennial experiences with other local activities that appeal to the History target group.
Fortunately, the History segment consists of more active travelers generally with elevated levels of involvement across many classes of activity. So there are many potential packaging combinations to explore.
Shopping, dining and accommodations, play a significant role in determining the overall tourism experience and supporting return visitation
Shopping, dining and accommodation experiences should, be included in communication of the package where appropriate.
Potential visitors should be provided with assistance in identifying accommodation and dining establishments that are suitable to their travel style as well as any interesting local shopping opportunities that may exist.
Tie into bicentennial event with promotional deals or thematic connections
Emphasize the local flavour of these experiences.
Appendix
Target Group ProfilesDemographics and Media Habits
34©2009 TNS Canadian Facts
History Traveler Demographics – USPercent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
35©2009 TNS Canadian Facts
History Traveler Demographics – US (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
36©2009 TNS Canadian Facts
History Traveler Demographics – CanadaPercent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
37©2009 TNS Canadian Facts
History Traveler Demographics – Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
38©2009 TNS Canadian Facts
History Traveler Media Consumption – USPercent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
39©2009 TNS Canadian Facts
History Traveler Media Consumption – US (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
40©2009 TNS Canadian Facts
History Traveler Media Consumption – US (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
41©2009 TNS Canadian Facts
History Traveler Media Consumption – US (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
42©2009 TNS Canadian Facts
History Traveler Media Consumption – US (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
43©2009 TNS Canadian Facts
History Traveler Media Consumption – CanadaPercent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
44©2009 TNS Canadian Facts
History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
45©2009 TNS Canadian Facts
History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
46©2009 TNS Canadian Facts 46
History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
47©2009 TNS Canadian Facts 47
History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
Packaging OpportunitiesActivity Preferences of History Travelers
49©2009 TNS Canadian Facts
Activities Engaged in While Traveling During Past 2 Years- USPercent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
50©2009 TNS Canadian Facts
Activities Engaged in While Traveling During Past 2 Years- US (cont’d)Percent of travelers in each case
US Border Total Other US Near/Mid Markets
Profile
Core History
Travelers
Total History
Travelers
Non-History
Travelers
Core History
Travelers
Total History
Travelers
Non-History
Travelers
(1,658)
% (5,735)
% (8,098)
% (863)
% (2,995)
% (4,006)
% Other Recreational (Net) 69 70 47 70 72 47
Shopping 79 82 55 83 85 57 Dining 75 79 52 78 81 57 Casino 42 41 31 42 41 29 Movies 31 34 17 38 37 18 Wineries 29 26 10 29 26 9
Festivals & Events (Net) 61 59 33 60 58 33 Famers’ Markets 33 31 12 30 30 11 Firework Display 27 25 11 29 26 13
Accommodation Related (Net) 61 59 40 62 58 40 Campground 29 25 18 24 20 14 Lakeside/Riverside Resort 22 20 10 21 18 9
Water Based Outdoor (Net) 60 63 49 61 63 51 Swimming 44 47 32 44 46 34 Fishing 20 20 18 19 18 15
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
51©2009 TNS Canadian Facts
US Border Total Other US Near/Mid Markets
Profile
Core History
Travelers
Total History
Travelers
Non-History
Travelers
Core History
Travelers
Total History
Travelers
Non-History
Travelers
(1,658)
% (5,735)
% (8,098)
% (863)
% (2,995)
% (4,006)
% Performing Arts (Net) 58 56 29 59 57 30
Free Outdoors Shows 27 24 8 26 25 8 Live Theatre 26 24 7 25 23 8 Concerts 18 16 9 18 15 10 Stand-up Comedy 17 17 8 19 18 8
Professional Sports (Net) 25 22 12 27 24 13
Team Sports (Net) 24 25 15 24 24 15
Aboriginal (Net) 19 16 3 17 14 3
Winter Outdoor (Net) 18 16 11 15 15 11 Skiing 10 9 5 10 10 7
Activities Engaged in While Traveling During Past 2 Years- US (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
52©2009 TNS Canadian Facts
Activities Engaged in While Traveling During Past 2 Years- CanadaPercent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
53©2009 TNS Canadian Facts
Activities Engaged in While Traveling During Past 2 Years- Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers
54©2009 TNS Canadian Facts
Activities Engaged in While Traveling During Past 2 Years- Canada (cont’d)Percent of travelers in each case
Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers