F O R N O R T H U M B E R L A N D B U S I N E S S E S

ALNWICK/HALD IMAND • BR IGHTON • COBOURG • CRAMAHE • HAMILTONPORT HOPE • TRENT H ILLS • ALDERVILLE F I RST NATION

TOURISM SERVICES

Key Activities • DEVELOP integrated marketing and promotion plans to excite

and attract visitors.

• POSITION Northumberland as a diverse four-season destination to increase tourism spending.

• DIFFERENTIATE the region by creating publications and campaigns to underscore its many unique experiences.

• ENGAGE consumers by continuously growing our digital marketing platforms, including NorthumberlandTourism.com.

• EXPAND partnership networks, working in collaboration with Destination Ontario, Kawarthas Northumberland and others to grow the tourism offering.

• COLLABORATE with businesses, effectively using technology to offer an online business directory at great value.

• CULTIVATE media interest and coordinate press tours to increase the region’s travel media coverage.

• NURTURE travel trade relations by working with tourism operators, coordinating product tours and assisting with site visits.

• SOURCE engaging photography and video talent to further develop Northumberland’s key digital image library.

• WORK with businesses to create new assets for Northumberland County, e.g. Cheers Tour.

Industry ServicesThere are over 600 tourism-related businesses in Northumberland with tourist receipts reported at $120 million annually.

Our goal is to attract new visitors and increase tourism spending by working with our industry partners on tourism development and marketing initiatives. 

• WE OFFER workforce development training, e.g. industry workshops.

• WE SUPPORT experience and product development, e.g. development of the Trent-Severn Waterway corridor.

• WE IDENTIFY funding resources, market trends, industry news and partnership opportunities.

Research & Marketing• We access and utilize information on regional market segments,

campaign metrics, travel intentions and trends, and competitive intelligence from other tourism resources.

• We track online activity with analytics to get a current pulse on consumer interests and motivation, which then drives our campaigns.

Consumer Services• Services include responding to visitor and travel trade inquiries

and referrals.

• We coordinate press tours or site visits for media, group tours and travel trade to increase visitation.

WHAT WE DO OUR SERVICES

Northumberland Tourism works to grow tourism

and assist the 600 tourism-related businesses in the County.

Tourism Call Centre 1-866-401-EAST (3278) or info@NorthumberlandTourism.com

7.3 million potential visitors

are within a

3 hour drive

02 03

A 24/7 Resource

NorthumberlandPartners.com This industry site is a resource for Northumberland businesses and partners. It covers the following topics for tourism stakeholders:

• INITIATIVES – opportunities, product development, workshops

• FUNDING – funding resources for businesses and organizations

• MARKETING – best practices, promotion, research, digital marketing, festival tool kit, customer service

• RESOURCES – business resources and partner contacts

People, Partnerships & PossibilitiesNorthumberland Tourism works collaboratively with many sector partners to increase travel intentions to the region.

BUILDING BUSINESS PARTNERSHIPS

CURRENT KEY PARTNERSHIPS

“As business owners in Northumberland, we’ve had access

to fantastic business-related workshops, opportunities to

advertise, and great support from Northumberland Tourism.”

~ Rhonda Cook Co-owner Primitive Designs

Working together to

maximize the region’s potential to attract visitors.

Online Business Directory

NorthumberlandTourism.com provides a comprehensive directory where businesses can be listed. Categories also include:

• shopping and restaurants• arts, culture and attractions• outdoor recreation• accommodations

Tourism Industry eNews

The eNewsletter Build Your Business communicates:

• best tourism practices• improving the tourist experience• accessing marketing resources• industry news, workshops,

marketing and partnership opportunities

PROVINCIAL/FEDERAL • Government Ministries • Destination Canada • Destination Ontario

• Tourism Industry Association of Ontario

• Parks Canada/Trent-Severn Waterway

• Greenbelt Foundation

REGIONAL • Kawarthas Northumberland

• Kawartha Lakes Tourism • Peterborough & Kawarthas Tourism

• Quinte West • Durham Region Tourism

ORGANIZATIONS• Regional & Local Associations

• Ontario By Bike• Waterfront Regeneration Trust

• Travel Media Association of Canada

• Trans Canada Trail

LOCAL • Business Operators

• Member Municipalities • Alderville First Nation

• Brighton Cramahe Chamber of Commerce

• Cobourg Tourism • Port Hope Marketing & Tourism

• Trent Hills Chamber of Commerce

Workforce Development

We work with industry partners to deliver workshops to expand

the marketing expertise of businesses, and to improve the

customer tourism experience.

04 05

Outgoing Mature Couples (ages 55 plus)• Active seniors driven to maintain their connection with the world. • Not overly adventurous, but maintain their vitality by interacting

with new people, i.e. other travellers or locals.• Important for them to feel competent.

THE GREAT OUTDOORS

• Trail systems • Provincial parks• Cottages, campgrounds• Cycling

WATER-BASEDACTIVITIES

• Exploring waterways, lakes and rivers • Fishing – lake, river, stream, ice fi shing

and fl y fi shing• Pristine beaches

TOWNS, VILLAGES & RURAL LANDSCAPES

• Driving tours (by car and motorcycle)• Small towns and villages• Heritage sites, specialty shopping, festivals and events• The performing arts, galleries and museums

Marketing to these

fi ve target groups provides the greatest

growth potential for Northumberland County.

OUR MARKET

Consumers Tell UsOur ongoing research and consumer feedback identify these key tourism experiences. Collaboration with tourism operators will see these and other experiences bring new visitors to Northumberland County.

OUR STRENGTHS

Three areas of core attractors

bring visitors to Northumberland County annually. We focus

on developing and marketing these areas.

06 07

1

2

3

4

5

Connected Explorers • Want to break away from the everyday. • Use their disposable income for unique travel and adventure. • Want to research, plan, book and share travel experiences through

new technologies – before, during and after trips.

Nature Lovers

• Want to be outdoors and are aligned to Ontario’s parks and lakes. • Prefer camping and associated activities,

i.e. hiking, fishing, canoeing and kayaking. • Identify with a basic travel style.

Up and Coming Explorers (ages 18-34)• 45% are visible minorities and 40% are immigrants. • Recently-affluent, upwardly mobile, youth-oriented group,

some with young families.• Looking for nearby trips that are considered a tourist attraction.

Family Memory Builders (ages 34-54) • Have families with children under 18 years of age. • They want a playful vacation.• Trips are centred on building family memories.

Research provided by Destination Ontario and Kawarthas Northumberland, conducted by TSN.

1

2

3

The Northumberland

County Travel Media Kit can also be easily downloaded by

travel journalists and the trade. It continues to increase our editorial

exposure internationally and attract new travel media.

PUBLICATIONS

Our series of publications are

highly sought-after in both print and digital formats.

TRAVEL TRADE

Product and Experience ToursWe provide product tours to interest the travel trade, who are key infl uencers to consumers. We feature local travel industry businesses in these successful tours. The tours provide a hands-on understanding of our region’s unique experiences. Our tours have been highly successful with:

• Ontario and Quebec travel writers and photographers

• Destination Ontario, including the staff of its Ontario Travel Information Centres

• Group tour operators and hotel concierge services

• VIA Rail, Parks Canada, etc.

Travel MediaWith concentrated eff orts on publicity, Northumberland Tourism has connected with travel media whose publications and outlets include:

• The Globe & Mail, The Toronto Star

• The Ottawa Citizen, Ottawa Outdoors

• Metro newspaper group, Le Devoir

• Chatelaine, Canadian Living, Reader’s Digest, Today’s Parent

• Canadian Geographic, National Geographic Traveler

• CAA Magazine, Travel Writers Tales

• Zoomer, 55 Plus, Forever Young

• Conde Nast Traveler, Food & Drink

• Canoe Roots, Travel & Escape, Adventure Cyclists

• Aol.ca, BucketTripper.com, HikeBikeTravel.com, MSN.com, Vacay.ca

• CBC TV, BestTrip TV and Gusto TV

• Air Canada’s enRoute, Westjet’s Up!

08 09

A very popular brochure, this map guide is

updated using analytics and research to determine the top unique experiences

that differentiate Northumberland County.

This frequently-requested map guide is very user-friendly.

It successfully increases visitation and length of stay county-wide. It also targets touring

motorcyclists.

The new Outdoor Adventures lure

publication creates visitor excitement

around Northumberland as a leading, preferred

outdoor destination in Ontario.

This latest map guide in the

series promotes Northumberland

County’s position as Ontario’s leading

cycling destination.

Online Publications NorthumberlandTourism.com has many new easy-to-download maps of individual Cycling Routes and Family Fun destinations, in addition to customized Google maps.

Exhilarating and exciting.

That’s how viewers describe our videos, which put them in

the heart of the Northumberland experience. Perspectives include drone footage showcasing the

landscape and close ups showing people, places and experiences.

PHOTOGRAPHY

We have a library of

20,000 Northumberland images

that have been thoughtfullyphotographed to give a

distinct sense of place.

Our images are used for promotion of the region. We also

share them with key influencers, media and partners.

Capturing Northumberland• Statistics on core attractors set the agenda for photo shoots.

• We use professional photographers with different photographic styles and scout out shoot locations in advance.

• We feature real people and places, not generic models.

10 11

VIDEO

Social Media Reach

SOCIAL MEDIA

Facebook proves to be the

most eff ective

platform. Our target audience is

digitally savvy, but not limited to a younger age group.

Strong Online Presence

NorthumberlandTourism.com

This consumer site has features such as a business directory, themed videos, travel blogs and print-friendly maps.

ExploreRiceLake.ca is another consumer site we oversee.

Visitors by Location

About 91% are from Canada, 5% from the U.S., 2% from Europe, with the remaining 2% worldwide.

Canadian Visitors

About 94% are from Ontario, 5% from Quebec, followed by British Columbia, Alberta, then Nova Scotia.

WEBSITE

We continue to customize our

online tools based on what we learn from

consumer analytics.

12 13

We reach out with our consumer enewsletter What’s Happening in Northumberland

Industry Infl uencers Here are some of our Twitter followers and their audience numbers:• Jeanne Beker, journalist/celebrity .......................................................................................75,900

• Ivana & Gianni @NomadBeautiful, travel writers/bloggers .............93,000

• One Modern Couple @OneModernCouple ..........................................................126,000 Exploring Ontario Canada

• Ontario Travel @OntarioTravel ...................................................................................................87,200

• Ontario Parks @OntarioParks ...................................................................................................64,200

• YYZ Living Magazine @YYZMag .............................................................................................14,680

• Anne Marie Scheffl er @Clearyblond, actress .......................................................25,400

• Dena Roche @Denaroche, travel writer .........................................................................18,700

• Food Bloggers Canada @FoodBloggersCA............................................................41,700

1.8 M+People Reached

15,985Likes On Page

41,600People Reached

4,743Likes

5,698Video Views

20,400People Reached

1,306Likes On Page

Northumberland Tourism

Sponsored

We are collaborating with businesses to develop authentic experiences and off er exceptional customer service to make Northumberland a truly unique destination.

FUTURE PROJECTSPRINT & DIGITAL ADS

Our advertising shows

what makes us unique

– diff erentiating our

products & experiences

from other Ontario destinations.

14 15

Sample Magazine Ad Facebook Ads

Sample Web Banner Ads

northumberlandtourism.com Navigate Northumberland

Just east of Toronto - Get your Free Road Trips map, which includes one of Ontario’s most scenic motorcycle routes. Take your most memorable road trip yet. Visit Farmers’ markets, historic towns, unique shops and sandy beaches.

“We’ve been working with Northumberland since 2001

and have benefi ted from their innovative ideas and programs.

I feel fortunate to have them as a resource.”

~ Donna Bennett Co-founder, Westben Arts

Festival Theatre

Developing Key Assets

We are collaborating with provincial and national partners to develop a destination corridor along the Trent-Severn Waterway.

This includes cycling linkages, paddling itineraries and cultural highlights.

LEARN MORE

NAVIGATE TOGETHERRelax. Get comfortable

Westben Arts Festival Theatre, Campbellford

NAVIGATE FUNShmurgle with goats

Haute Goat, Port Hope

FOR VISITORS: info@NorthumberlandTourism.com • 1-866-401-EAST (3278) FOR BUSINESSES: info@NorthumberlandPartners.com • 905-372-5615

Copyright © 2018, Northumberland Tourism

TOURISM MATTERS