greg klassen - annual public meeting - oct. 3, 2011 - en
TRANSCRIPT
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CANADIAN TOURISM COMMISSIONANNUAL PUBLIC MEETINGLOCAL OPPORTUNITIES, GLOBAL MARKETSGreg KlassenSenior Vice President, Marketing Strategy & Communications
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HAMILTONHOUSTON, WE HAVE A PROBLEM1.BARRIERS TO TRAVEL TO CANADA
2.SHIFTING CONSUMER TASTES/DESTINATIONS;
3.CHANGING COMMUNICATION AND MEDIA LANDSCAPES
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1. AIR, VISAS, BORDERS, PASSPORTS, EXCHANGE RATES;
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2.SHIFTING CONSUMER AND DESTINATION TASTE
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15.9M -8.1%
940M+110.7%
Source: UNWTO
SHIFTING CONSUMER AND DESTINATION TASTES
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12.0 M +25.3%
946.5M+55.4%
Source: UNWTO
A BETTER REVENUE PICTURE
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-8.1%
+150%
Mature markets: Composite of UK, France, Germany, Switzerland, AustraliaNew/Emerging markets: Composite of China, Thailand, Vietnam, Turkey
FIERCE COMPETITORS – NEW/EMERGING DESTINATIONS
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Source: Statistics Canada
Asian Crisis 911
SARS
GlobalRecession
FOLLOWING SARS - REVERSED GROWTH TRENDS
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50
100
150
96 97 98 99 0 1 2 3 4 5 6 7 8 9 10
Core Market Arrivals to CanadaEmerging Market Arrivals to Canada
New/Emerging Markets for Canada
Source : Statistique Canada
Asian Crisis
Sept.11
SARSGlobal Recession
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Rank 1990 World Share
2010 World Share
1 France France2 USA USA3 Spain China4 Italy Spain5 Hungary Italy6 Austria UK 7 UK Turkey8 Mexico 67% Germany 55%9 Germany Malaysia10 Canada Mexico11 Switzerland Austria12 Greece Ukraine13 Portugal Russia14 Malaysia Hong Kong15 Croatia CanadaOther 33% 45%Total 703 million 940 million
Source: UNWTO
COUNTRY RANKING - GLOBAL TOURIST ARRIVALS
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Global Ranking – Long-Haul Tourist Arrivals
Rank 1999 2009 1 US US 2 UK France 3 France China 4 Canada UK 5 China Italy 6 Germany Canada 7 Italy Germany 8 Spain Turkey 9 Hong Kong Malaysia 10 Mexico Hong Kong
Source: UNWTO
COUNTRY RANKING - LONG-HAUL GLOBAL TOURIST ARRIVALS
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HAMILTONHOUSTON, WE HAVE AN OPPORTUNITY
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8
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Ranking Most Reputable Countries in the World
Country RepTrak™ 2011 External G8 Scores
9
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visit work live
Which countries are most attractive for key supportive behaviors?
10
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CANADA’S CHALLENGE: TO LEVERAGE OUR COMPETITIVE ADVANTAGE THROUGH MARKETING EFFECTIVENESS
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3. CHANGING COMMUNICATIONS AND MEDIA LANDSCAPES
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SO ARE “WE” SPENDING OUR MONEY IN ALL THE RIGHT PLACES……
TO NOT ONLY COMPEL AND INSPIRE OUR CUSTOMERS TO CANADA, BUT TO CLOSE THE SALE AND TURN THE DREAMERS INTO DO-ERS?
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OF THE DECISION TO VISIT CANADA IS DRIVEN BY THE TOURISM BRAND
*Interbrand
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TRAVELLERS AROUND THE WORLD ARE
TELLING US THAT THEY WANT TO
EXPLORE AND LIVE A LIFE THAT’S LESS
ORDINARY.
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WE’RE PROMISING THAT CANADA IS THE PLACE WHERE THEY CAN FULFILL THIS DREAM & CREATE STORIES ALL THEIR OWN.
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CANADA. KEEP EXPLORING IS A STORYTELLING BRAND THAT DELIVERS ON THIS PROMISE. IT’S BUILT AROUND CANADA’S…
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GEOGRAPHY PEOPLE CULTURE
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35%
24%
17%
7%
4%
2%
2%
1%
1%
6%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Free Spirits
Cultural Exlporers
Authentic Experiencers
Group Tourists
Rejuvenators
Gentle Explorers
No-Hassle Travellers
Cultural History Buffs
Personal History Explorers
Virtual Travellers
WITH EQ AT THE HEART OF THE BRAND PROVIDING INSIGHTS ON WHO OUR BEST PROSPECTIVE CUSTOMERS ARE…
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…AND HOW THEY LIKE TO TRAVEL
Social ValuesIndex Score Social Values
Index Score
Joy of Consumption 273 Selective Use of Professional Services 164
Social Mobility 262 Time Stress 163
Importance of Brand 260 Adaptability to Complexity 162
Attraction for Crowds 258 Introspection & Empathy 153
Penchant for Risk 249 Confidence in Advertising 147
Fashion & Trends 213 Culture Sampling 147
Importance of Aesthetics 212 Importance of Spontaneity 144
Pursuit of Novelty 198 Multiculturalism 139
Happiness 195 Need for Uniqueness 133
Need for Status Recognition 189 Discriminating Consumerism 126
Enthusiasm for New Technology 188 Largesse Oblige 125
Social Intimacy 184 Upscale Consumerism 125
Concern for Appearance 177 Effort toward Health 119
Networking 176 Spiritual Quest 117
Personal Escape 171 Discount Consumerism 64
Vitality 164
FREE SPIRITS
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OF THE DECISION TO VISIT CANADA IS DRIVEN BY THE TOURISM BRAND
*Interbrand
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WHAT ABOUT THE OTHER
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STEP 1
STEP 2
STEP 3
STEP 4
STEP 5
STEP 6
STEP 7
ON CONSIDERATION LIST
CREATING A MOVIE
ITINERARY PLANNING
TRAVEL ARRANGEMENTS
BOOKED A TRIP
ON DREAM LIST
AWARENESS
SERIOUSLY CONSIDERING IN NEXT 2 YRS
SERIOUS INVESTIGATION
PLANNING DETAILS OF ITINERARY
FLIGHT AND LAND ARRANGEMENTS
PROSPECT HAS BOOKED
INTEREST IN GOING SOMETIME IN FUTURE
FIRST HEAR ABOUT DESTINATION
PATH TO PURCHASE
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UK’S TRAVELLER’S PATH TO PURCHASE
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6 Step 7
2009
2008 100%
100% 82.6%
96.1%
42.6%
44.4% 16.4%
19.5% 6.1%
3.7% 1.4%
2.0% 1.0%
0.8%
Market Potential 22.5M 18.6M 9.6M 4.4M 1.4M 450K 225K
Global 2009 100% 83.1% 49.5% 23.7% 8.0% 2.1% 0.7%
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Step 3
Step 4
Step 5
Step 6
Step 7
On Consideration List
Creating a Movie
Itinerary Planning
Travel Arrangements
Booked a Trip
On Dream List
Awareness 17%
33%
26%
15%
6%
2%
1%
CTC
Regions/Provinces
Local governments & Suppliers & package tour
providers
Suppliers & Trade
Step 2
Step 1
KEY RESPONSIBILITIES ALONG THE PATH
NEED FOR A HIGH DEGREE OF COLLABORATION ALONG THE PATH
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Path to Purchase 2009
100%
83%
44%
1%2%5%20%
Step 1:Aware
Step 2:Dream
Step 3:Consider
Step 4:Movie
Step 5:Itinerary
Step 6:Arrange
Step 7:Purchase
Long
Hau
l Ple
asur
e Tr
avel
lers
(%)
Core Mkts
WE NEED TO INSPIRE TRAVELLERS TO CONSIDER CANADA AND CREATE A VACATION MOVIE
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Aware of the brandAware of the brand
On dream listOn dream list
On serious consideration
list
On serious consideration
list
Creating a movie
Creating a movie
Itinerary PlanningItinerary Planning
Arrangeme
nts
Arrangeme
nts
BookedBooked
CONSIDERATION
EXPERIENCE/ADVOCACY
EVALUATION
PURCHASE
COMMUNICATIONS
TRADITIONAL FUNNEL DIAGRAM
REDISTRIBUTING OUR EFFORTS
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Evaluation
Experience/
Advocacy
Consideration
Purchase
CHARACTERIZED BY 4 KEY STAGES
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TO CONVERSION
FROM AWARENESS
WE NEED TO MOVE TRAVELLERS
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1.Vibrant cities on the edge of nature
2.Personal journeys by land, water and air
3.Active adventure among awe-inspiring natural wonders
4.Award-winning Canadian local cuisine
5.Connecting with Canadians
OUR USPs:
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STRENGTHEN PERCEIVED WEAKNESSES IN AREAS OF HIGH IMPORTANCE TO TARGET CUSTOMERS (CUISINE, URBAN, CULTURE)
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The Signature Experiences Collection will help us deliver that powerful, consistent marketing message
WE HAVE AN OPPORTUNITY TO DELIVER A POWERFUL MESSAGE BY LEVERAGING INFLUENCERS HAVING PROFOUND CANADIAN EXPERIENCES TO FUTURE CUSTOMERS.
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IN THE PAST WE’VE DELIVERED THE CANADA MESSAGE THROUGH SOME VERY POWERFUL INFLUENCERS
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COOL, BUT
WE ARE MISSING OUT ON REGULAR TRAVELLERS TO CANADA WHO COULD BE EVEN BETTER INFLUENCERS FOR FUTURE TRAVELLERS
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PARTICULARLY, WHEN WE DO OFFER THEM SUPERB EXPERIENCES!
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NOT BECAUSE THEY ARE PASSIONATE ABOUT A BRAND, RATHER MORE INTERESTED IN PROJECTING THEIR LIVES THROUGH BRAND ASSOCIATION
KEY COMPONENTS FOR SUCCESSFUL ADVOCACY : RIGHT PERSON (FREE SPIRITS): RIGHT CATEGORY (TRAVEL): RIGHT EXPERIENCE (CANADA):
WHY DO PEOPLE ADVOCATE?
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CANADA.KEEP EXPLORING BRAND ALIGNED WITH VALUES HELD BY OUR CUSTOMERS
TOP 5 MOST RECOMMENDED DESTINATIONS—FUTURE BRAND WITH 95% ADVOCACY RATE
81% OF PAST VISITORS RECOMMEND CANADA WITH 67% OF THOSE INFLUENCING OTHERS TO POSITIVE EFFECT
WHY IS THIS GOOD FOR CANADA?
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WHICH COUNTRY WOULD YOU RECOMMEND TO VISIT THE MOST?
REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010
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DIGITAL ARE THE NEW POST CARDS AND I-PADS THE NEW TOOLS
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FACEBOOK IS THE “MEDIA” FOR NETWORKING
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TRIPADVISOR IS THE NETWORK FOR SHARING TRAVEL STORIES
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50
ECLAL THE NEW CTC TOOL TO COMPEL AND INSPIRE SHARING OF “LOCAL” EXPERIENCES IN CANADA
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ADVOCACY
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Share on site
ECLAL LAUNCH ARCHITECTURE
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*Interbrand53
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2b - ELAL video.mov
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Evaluation
Experience/Advocacy
Consideration
Purchase
CHARACTERIZED BY 4 KEY STAGES
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The Signature Experiences Collection will help us deliver that powerful, consistent marketing message
WE HAVE AN OPPORTUNITY TO DELIVER A POWERFUL MESSAGE BY POSITIONING THE RIGHT EXPERIENCES IN FRONT OF THE RIGHT CUSTOMERS.
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A COMMONLY USED INVENTORY OF BRAND-ALIGNED EXPERIENCES THAT CONVEY THE BRAND PROMISE AT ALL TOUCH POINTS.
SIGNATURE EXPERIENCES COLLECTION
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SIGNATURE EXPERIENCES COLLECTION MEMBERS:
SELL A CANADIAN BASED ‘EXPERIENCE’
MATCH ONE OR MORE OF CANADA’S ‘UNIQUE SELLING PROPOSITIONS’
PRACTICE A HIGH STANDARD OF MARKETING (DELIVER QUALITY EXPERIENCE, MARKET THEMSELVES PROFESSIONALLY)
DO BUSINESS INTERNATIONALLY (EXPORT READY)
SIGNATURE EXPERIENCES COLLECTION
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INDUSTRY MORE INTERNATIONAL DEMAND FOR CANADIAN
EXPERIENCES IMPROVED CUSTOMER EXPERIENCE
EXPERIENCE SUPPLIER BETTER ODDS THAT THEIR EXPERIENCE WILL
BE MARKETED INTERNATIONALLY ENHANCED BUSINESS REPUTATION AMONG
INDUSTRY PEERS
SIGNATURE EXPERIENCES COLLECTION
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TRADE HEIGHTENED AWARENESS OF CANADA’S
DIFFERENTIATING EXPERIENCES SUPPLY EASILY ACCESSIBLE CONTENT FOR
TRADE CHANNEL TO USE IN BROCHURES, CAMPAIGNS, ETC.
CTC BETTER LEAD INDUSTRY IN BRAND
ENHANCEMENT AND ALIGNMENT OPERATIONAL EFFICIENCIES COORDINATED APPROACH
SIGNATURE EXPERIENCES COLLECTION
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HOW’S IT GOING?
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48NUMBER OF EXPERIENCES ALREADY IN THE PROGRAM
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MEDIA RELATIONS ACTIVITIES RESULTED IN SIGNIFICANT AMOUNTS OF POSITIVE PRINT, BROADCAST AND HEAVY ONLINE NEWS COVERAGE.
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158APPLICATIONS UNDER REVIEW
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SEC APPLICATION PROCESS
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NOVEMBER 15, 2011WINTER APPLICATION INTAKE
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A VERY ENGAGED SHAREHOLDER
TOURISM SUPPLIERS: EXCITEMENT AND SUPPORT
PMO/DMO ENGAGEMENT
RECEPTIVE & KEY ACCOUNT ACTIVATION
CTC INTEGRATION OF SEC ACROSS ALL PROGRAMS
KEEPING THE MOMENTUM GOING
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THE VISION
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Vision A fully integrated program that fully leverages brand-aligned tourism businesses in the CTC’s priority international markets
Inspiring international
travellers to choose Canada
SEC members
CTC In-market salesCTC GloMar/GloCom
Be one of the most innovative NTOs
THE SEC ECOSYSTEM – TIED TO THE CORPORATE PLAN
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SEC members
In-market salesGloMar/GloCom
CONTENT
TOOLS
MARKET ACCESS
PROGRAM REPUTATION
GOAL
AN SEC PROGRAM ECOSYSTEM THAT IS SUPPORTED WITH CONTENT, TOOLS AND ACCESS TO INTERNATIONAL MARKETS IN A WAY THAT DRIVES THE PROGRAM’S REPUTATION & VALUE THROUGHOUT INDUSTRY.
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Integration Process
(ecosystem development)
In-market impacts
Program evaluation & improvement
PROGRAMDEVELOPMENT
& IMPLEMENTATI
ON
2010 2011-2012 2013-2014
TIMING
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THANK YOU
WWW.CANADA.TRAVEL