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Marketing the Calgary Stampede to Australia

Marketing the Calgary Stampede to Australia. Stephen Edge Kai Holloway Andrew Lai Tony Vo Vicky Wong. Introduction. Market the Calgary Stampede to Sydney, Australia Strong cultural similarities Strong economic stability. The Calgary Stampede. Founded in 1912 by Guy Weadick .

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Marketing the Calgary Stampede to Australia

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  1. Marketing the Calgary Stampede to Australia Stephen Edge Kai Holloway Andrew Lai Tony Vo Vicky Wong

  2. Introduction • Market the Calgary Stampede to Sydney, Australia • Strong cultural similarities • Strong economic stability

  3. The Calgary Stampede • Founded in 1912 by Guy Weadick. • Vision was to celebrate romance and authentic culture of Old West • Evolved into the world famous 10 day Stampede • Attracts 1 million during the 10 days, and 4 million yearly • 2008 net income was $10.4 million

  4. The City of Calgary • As of April 2009, population of 1,065,450 • 5th largest metropolitan area in Canada • During 2007, 4.85 million visitors to Calgary and Area. • 2.95 million stayed at least 1 night

  5. Average length of stay

  6. Visitors segmented into seasons • Visitors to Calgary and area by season

  7. Economy of Alberta • Energy is Alberta’s main source of GDP • Roughly accounts for $89.94 billion

  8. Economy of Alberta • $69.1 billion in exports. Crude oil accounts for $30.7 billion, or roughly 44% • Only province to have financial net assets above 0 • Third lowest unemployment rate at 6.6% • Highest after-tax family income, median of $75,300. • Canadian average is $61,800

  9. Growth from 1999-2009

  10. Australia’s Environment:Political • Constitutional monarchy (Australia Act of 1986), with QEII as monarch, like Canada • Very stable government • Strong contemporary Australia-Canada relations: Gulf War (early 1990’s), East Timor (1999), Afghanistan • Common international memberships: UN, Commonwealth, WTO, APEC (Asia-Pacific Economic Co-operation)

  11. Australia’s Environment:Cultural • Interpersonal values: + sincerity, modesty, humility, punctuality - pretentiousness • Demographics:

  12. Australia’s Environment:Cultural • Geert-Hofstede cultural dimensions:  Very few cultural differences

  13. Legal Environment

  14. Legal Environment

  15. Business Environment

  16. Business Environment • Time zone is 10 hours ahead of GMT • Corporate income tax = 30% • No restrictions on trade related payments • Low salaries for highly skilled labor • Economic operating costs • Comprehensive infrastructure at competitive prices • Sydney is a global city at an affordable price

  17. Business Environment

  18. Business Environment

  19. SWOT ANALYSIS

  20. SWOT ANALYSIS

  21. SWOT ANALYSIS

  22. SWOT ANALYSIS

  23. Marketing The Product: 10 Day trip Fly from Sydney Australia to Vancouver to Calgary Includes a guided tour of the Calgary Stampede Banff, Jasper and Edmonton Includes meals, accommodations, Stampede tickets, etc. The Price: $2,075.00 CAN plus airfare

  24. Positioning Family Fun Trip: Adults aged 30-55 with children aged 3-17 Annual household income $80 000 plus Adventure Alberta Trip: Young adults, aged 18-29 Mostly students and young professionals The key difference is the group dynamic that each tour will take on

  25. Promotion Advertising efforts will focus on raising awareness of the Calgary Stampede amongst our target market. Family Fun Trip: Place ads in the Sydney Morning Herald Readership is 480 000 per issue, mostly people aged 30-49 with annual income above $120 000 Adventure Alberta Trip Sydney 2-Day radio station 9.8% market share and most listeners are 18-29 Billboards around areas frequented by young people Kings Cross Areas downtown Sydney

  26. Promotion Cross Promotion: Advertising the Calgary Stampede at Australian Country and Western Events. Coast Country Music Festival and the All Australian Jamboree Timing: Commence promotional effort for the Stampede on January 1st This allows adequate time to increase awareness and for people to book their trip

  27. Distribution Website: Will provide a complete list of what is included in the trip Will allow people to book online and pay with credit card or internet banking. Will provide a 1-800 number for people to call for more information Affiliated Travel Agents: We will partner with travel agents, such as Flight Center, to allow people to book in person

  28. RISKS AND MITIGATION

  29. RISKS AND MITIGATION

  30. RISKS AND MITIGATION

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