war of 1812 bicentennial analysis initial assessment of marketing opportunity

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

22

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

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

66

Website:

www.tourismpartners.com

Email:

[email protected]

http://www.tourismpartners.com/

mailto:[email protected]

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


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


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



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


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


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


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



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


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


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



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


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.


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.

3131

We Know. Just Ask.

[email protected]

(416) 325-8287

mailto:[email protected]

Appendix

Target Group ProfilesDemographics and Media Habits


History Traveler Demographics – USPercent of travelers in each case

Source: TAMS 2006 Significantly higher than Total History TravelersSignificantly higher than Non-History Travelers


History Traveler Demographics – US (cont’d)Percent of travelers in each case



History Traveler Demographics – CanadaPercent of travelers in each case



History Traveler Demographics – Canada (cont’d)Percent of travelers in each case



History Traveler Media Consumption – USPercent of travelers in each case



History Traveler Media Consumption – US (cont’d)Percent of travelers in each case



History Traveler Media Consumption – CanadaPercent of travelers in each case



History Traveler Media Consumption – Canada (cont’d)Percent of travelers in each case


Packaging OpportunitiesActivity Preferences of History Travelers


Activities Engaged in While Traveling During Past 2 Years- USPercent of travelers in each case



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



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



Activities Engaged in While Traveling During Past 2 Years- CanadaPercent of travelers in each case



Activities Engaged in While Traveling During Past 2 Years- Canada (cont’d)Percent of travelers in each case


war of 1812 bicentennial analysis initial assessment of marketing opportunity

Documents

canadian travelers

attending war

core history travelers

years2009 tns canadian

market aware of war

general history

history source markets

popular travel activities