mm - tourism calgary agm - apr. 11, 2012
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Tourism Calgary AGM, April 2012 Presentation by Michele McKenzie, President & CEO, CTC
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The Stampede
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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 1st look commercials
Royal tour media event WTM event
ITB event Fashion Week stampede lounge
GoMedia stampede lunch Magazine ads
International campaigns Tour operator promotions
A lot done in a short time…
…partnerships and cooperation
were key
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Making the traditional modern
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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
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Looking ahead
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Facing tough competition
as well as emerging ones… and the new Brand USA.
Well-funded traditional ones....
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But also so many more travellers out there
International arrivals
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Canada has the top country brand
…now is the time to capitalize on it
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Travellers think ‘Canada’
International travellers’ awareness of destinations
Global Tourism Watch surveys, 2011
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Need to get them started down the Path to Purchase
First…. ‘Canada or another destination?’
and then later… ‘which part of Canada?’
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Collaboration will be important
especially alignment… …in-market …in branding
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Atlantic Canada Nova Scotia New Brunswick Quebec Ontario Manitoba Alberta BC Montreal Toronto CTC
In-market – a UK example
13 tourism orgs selling 11 layers of Canada
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Jan 23 Tourism Manitoba Media night Jan 24 & 26thth Travel Alberta Media events
Feb 7th – Atlantic Canada night Feb 6th – 9th Atlantic Canada Sales mission
Feb 20th – Tourism Quebec Just for Laughs Comedy night March 12-16: Travel Manitoba & suppliers Sales mission
March 15th – Travel Manitoba tour operator dinner March – Banff Lake Louise Tourism tour operator visits
March 27th Battle of the Blues – New Brunswick March 29th: SEC launch event, CTC
March 23-30: Vancouver, Whistler and Victoria Sales Mission April 12: Nova Scotia event around Titanic 3d film viewing
April 30th / May 1st 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 1st: Canada Day on Trafalgar Square
July 17th : Travmedia Canada event, led by CTC Aug 16th: CTC, QB, ALB, BC Ski Media event
Sept 8-11th – Banff Mission September 24th : Whistler Managers mission
October – Whistler GM’s mission October 16-17: Quebec Sales Mission
October 31st – 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 12th – BACTA’s event, led by CTC
UK collision calendar: uncoordinated invitations to all these Canadian events/missions frustrates and confuses the local media/tour operators
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Branding
Poor brand alignment can dilute our message
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Alignment can make our message
so much more powerful
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Travel Alberta & CTC partnerships have been a great model
Co-location in China
Frequent partnering on advertising
Brand alignment
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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
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