Marketing Plan

3. Marketing Plan • Contents • Marketing Outline • Tourism Trends • Situation Analysis • Organizational Analysis • Customer Analysis • Collaborators • Climate (PEST Analysis) • SWOT Analysis • General Marketing Initiatives • Product Development Spend • Product Cluster Initiatives • Product Cluster Highlights • Cluster Analysis/ SWOT • Tactical Plan • Additional Ideas • Stakeholder Involvement • Budget Detail • Glossary of Terms 2012

4. Marketing Outline • About Tourism Windsor Essex Pelee Island: • Tourism Windsor Essex Pelee Island (TWEPI) is the official Destination Marketing Organization (DMO) for the regional tourism industry. We are a not-for-profit organization that is dedicated to promoting and selling Windsor, Essex and Pelee Island as a remarkable destination for tourists, convention goers and business travelers. • Our vision is for Windsor Essex Pelee Island to become a top-of-mind destination in Ontario by capitalizing on our regional assets and by presenting authentic experiences. • For 2012, we have developed a comprehensive marketing plan which we believe will be a critical component to meeting our strategic goals.

5. Marketing Outline • Marketing Goals & Objectives • For 2012, TWEPI’s plan focuses on supporting the needs and interests of three core audiences: (1) local residents (10% focus), non-local residents (90% focus) and our local stakeholders. As such, TWEPI has aligned its marketing efforts against the following goals and objectives:

6. Marketing Outline • Our Approach • Our approach to developing a TWEPI marketing plan is highly pragmatic, with a clear view of our responsibility in achieving measurable results. • The various stages of our marketing plan work together to systematically drive audience members through the various stages of consideration. • This funnel “framework” provides an ideal structure for integrating efforts across multiple channels including the website, advertising, public relations and 1:1 communications. • Consideration Funnel • Marketing Channels • Target Audiences

7. Tourism Trends • State of the Industry: • With global economic volatility being at the forefront of the majority of visitors’ minds, the past year for the Canadian tourism industry has resulted in being extremely flat. With the Canadian dollar being either at par or worth more than the U.S. dollar, this in turn has afforded Canadians the ability to spend more time and money in the U.S., while the reversal has occurred amongst American visitors in Canada. This has resulted in more Americans taking “stay-cations”, thereby spending discretionary money and time closer to home. • A lack of proper government-issued identification in crossing the border (namely a Passport, Passport Card, Enhanced Driver’s License or NEXUS Card) remains a recurring issue since June 2009, when the Western Hemisphere Travel Initiative (WHTI) was launched. Should American travelers elect to visit our region, they are choosing to spend less time in it, usually resulting in day trips. Of the American travelers visiting Ontario, the biggest increase in trip types experienced were in “big city experiences”, planned tours, art/culture/history, and combined business/pleasure trips. Outdoor and VFR (Visiting Friends & Relatives) trip types were flat Year over Year (YOY), with resort visits dropping drastically at 11% YOY. Potential travelers are more interested in controlling their own vacation experiences. • While Canadian travel intentions are up 3% YOY, incremental travel appears to be geared mainly to the U.S., considering the weak U.S. Dollar. Media campaigns, especially amongst border state economic development agencies, (such as “Pure Michigan” and “I Love New York”), have played a crucial role in piquing Canadians intentions of travelling south of the border. • According to the Ministry of Tourism, Recreation & Sport’s Regional Tourism Organization 1 (RTO 1), 3% of Americans intending to travel to Ontario indicated they were interested in a visit to our region specifically (Windsor Essex Pelee Island) which is down 1% over 2010, while the majority of the regions in Ontario indicated an increase in American travel intentions to their regions. • 6% of Canadians intended to travel to our Region in 2011, with only 1% intending to visit Windsor, which is growth of 3% YOY. Of the Canadian travelers to Ontario, trip type preference differed greatly from our American counterparts. Resort trips experienced growth of 2%, while big city and outdoor experiences were down 5% and 6% respectively. • Over the past year, the weather also played a role in staving off visitors from spending time in our region: the longer than usual winter, coupled with a very wet spring, a short-lived summer, followed by a colder and wetter than usual fall.

8. Tourism Trends (cont’d) • Factors Affecting Travel Intentions and Behaviour: • The most profound change has been the digitization of communications tools. The emerging digital landscape has resulted in media content that is personal, portable, searchable, social and interactive. It is less about mass media and more about “MY Media” as consumers become more sophisticated in the way they communicate and connect to digital media—anytime from anywhere. • Economic conditions affected travel behaviour as well. While consumers seem to be unwilling to give up on travel, they are spending less by taking fewer trips, travelling to close-by destinations, taking shorter trips and cutting back on restaurant, accommodation and recreational spending. It remains to be seen how lasting this change in travel behaviour will be. • Consumers staying closer to home when travelling meant that the domestic market carried our tourism industry in the last couple of years, as Ontario experienced a major decline in U.S. visitation. • An increase in gasoline and food prices has resulted in less disposable income for leisurely pursuits. • With the introduction of the Harmonized Sales Tax (HST) in July 2010 alongside of the discontinuation of the Goods and Services Tax (GST) rebate for American travelers, Americans were not as encouraged to generously spend their disposable income within the region. • Continuing construction of ramps connecting to the Ambassador Bridge on the U.S. side, combined with the lack of way-finding signage to Canada (via the bridge) from surrounding U.S. highway systems is poor and confusing. • Visitors have also cited unfavorable experiences with Canadian border agents upon crossing into our region from the U.S. • Another noticeable trend is visitors from surrounding areas (such as southeastern Michigan and northwestern Ohio) do not view our region as a destination per se, rather a day visit en route to Toronto, Niagara Falls or Stratford.

9. Situation Analysis The Positive Effect of Technology on Tourism: Making it easy for consumers to access information and plan their trip is imperative in this highly competitive environment. The widespread use of the Internet allows the consumer 24/7 access to information. The web has become the number one planning tool, surpassing even word of mouth. Consumers can be lured to take a trip to other destinations based on the information and the images presented at the travel websites, the ease of use of the website, and the opportunity to book the trip. Social media plays an increasingly important role in marketing. Particularly for the younger generations, there is a shift away from traditional to social media and they spend a significant amount of time with this new form of communication. Reaching opinion leaders and tapping into the power of social networks requires a different approach from marketers, involving the consumer in the marketing process. The use of mobile devices in travel is increasing. By 2014, 142.1 million users, representing 53.9% of the U.S. mobile user population, will access the internet using mobile browsers or applications. Mobile devices play an increasingly important role in travel planning and during the trip as well, from checking in for flights and hotels to accessing information on attractions and restaurants. Accessibility of travel information on mobile devices makes it easy for travelers to be informed, make or change travel plans and get the most value for money on their trip. New ways of consumer communication are emerging and methods such as mobile advertising, user-generated videos and full length professional videos are gaining importance. 3-D content is expected to be the next phase in consumer communication. All this provides great opportunities for marketers to be innovative and attract consumer attention.

10. Organizational Overview Tourism Windsor Essex Pelee Island (TWEPI) is the official Destination Marketing Organization (DMO) for the regional tourism industry. TWEPI is a not-for-profit organization that is dedicated to promoting and selling Windsor, Essex and Pelee Island as a remarkable destination for tourists, convention goers and business travelers. VISION, MISSION, MANDATE VISION By 2014, having Windsor Essex Pelee Island be a top-of-mind destination in Ontario by capitalizing on our regional assets and by presenting authentic experiences. MISSION Tourism Windsor Essex Pelee Island will enhance the image and economy of the region by providing excellent tourism services. Through partnerships, we will develop, market and promote our destination in cooperation within a united tourism industry. MANDATE The core functions of Tourism Windsor Essex Pelee Island in building a united tourism industry are: Marketing and communications Visitor Services Research and Product Development

11. Collaborators Tourism Windsor Essex Pelee Island would like to thank all the following stakeholders for their feedback and assistance in the creation of this plan: Anthony Paul Town of Tecumseh el Baroudi Mona Actors Theatre of Windsor Cours Dave Ambassador Golf Club Findlay Dave Ambassador Golf Club Ibrahim Jen Town of Amherstburg Havey Mike Athletics and Recreational Services, University of Windsor Liedtke John Bluesfest/RTO-1 Durocher Maggie Parade Corporation & Town of Kingsville Tyrell Jeremy Caesars Windsor Fernandez Ed Caesars Windsor Lepine Natalie Caesars Windsor Gerrish Tony Campers Cove Campground Cuderman Mary Anne Olde Sandwich Towne BIA Ring Jennifer Colio Estate Wines Barker Justin Comfort Inn Leamington O'Brien Tom Coopers Hawk Vineyard/SWOVA O'Brien Mike Coopers Hawk Vineyard/SWOVA Ieraci Frank Days Inn Windsor Niforos Karen Devonshire Mall Della Siega John Epping Forest Trailor Park Stuebing Danielle Essex Region Conservation Authority Russell Scott Everythingoutdoors.ca Russell Danielle Everythingoutdoors.ca Deslippe Bonnie Gibson Art Gallery Trent Merritt Global Spectrum Facility Management Pursley Linda Great Adventure Tours Inc Poljak Cristina Grill 55 Smith Chad Hampton Inn & Suites Erickson Lou-Ann Hampton Inn & Suites Beach Paula Holiday Inn and Suites Ambassador Bridge McDonald Kim Holiday Inn and Suites Ambassador Bridge Yeomans Brian Holiday Inn Downtown Windsor Patel Dharmesh Howard Johnson Inn Leamington Chifor George Howard Johnson Plaza Hotel Durocher Ray & Louisette Island Memories B&B Ives Kristin John R. Park Homestead, Essex Region Conservation Authority Smyth Katharine Katharin's Bed and Breakfast Quick Doug Kingsville Golf RoosMadalyn La RoosMaison B&B Roos Bill La RoosMaison B&B Maceroni Toni La Zingara Trattoria Mastronardi Eadie Mastronardi Estate Winery McKinnon Louise McKinnon's Lakeside Bed and Breakfast Thomas Kathie Multicultural Council of Windsor and Essex County Stanton Kenn North American Black Historical Museum Allen Nancy Northstar Community Centre Balkwill Phyllis Now That's Cozy (cottage)

12. Collaborators Wilson Ann Oxley Estate Winery Wilson Murray Oxley Estate Winery Bennett Liz Pelee Island Winery Linauskas Karen Point Pelee National Park Walls Anna The John Freeman Walls Historic Site and Underground Railroad Museum Nagy Rita Pure Day Spa LivrinskaSanja Pure Day Spa lane Glenna Quercus Cottage Ingram Joel St. Clair Residence and Conference Centre Melnyk Christine Sunray Group of Hotels- Quality Suites, Comfort Inn & Suites, Comfort Suites Baker Mark The Rum Runners Tour Laranja Sandra The Wandering Pheasant Inn Dunlop Mary-Jane The Way We Were B&B/Cottage Fink Terry Town of LaSalle Louviere Paul University of Windsor Rigg Paula Valente Travel Wenzler Deb Wenzler's Landing B&B Middleton Stephanie Westmont Hospitality Group Dulcamaro Sherri Westmont Hospitality Group Smith Rosita Westmont Hospitality Group La TonaPatrizia Westmont Hospitality Group Southward Celia Windsor Classic Indoor Games Stainton Agnes Windsor Club Philpott Maria Windsor Inn on the River Bondy Sherry Windsor Light Music Theatre Durocher Maggie Windsor Parade Grimaldi Dave Windsor Parade Sharpe Shelley Windsor Symphony Orchestra Ciotoli Adriano WindsorEats CiotoliPinaWindsorEats Della Valle Madelyn Windsor's Community Museum

13. P.E.S.T. Analysis • New structure for Ministry of Tourism departments, adding Sports to Culture and Tourism • Minister of Tourism remains Michael Chan • Stable funding for TWEPI through 2014 • Stable political climate for 2012 on all levels • Debate over Regional Tourism Levy 3% on accommodations • U.S. Dollar regaining strength after weak values all through 2011 • Unemployment rates in Ontario on the rise in the latter part of 2011 • Economy predicted to grow moderately (by 2%) pending no significant change in the European debt situation • Gas prices • Top 7 Intelligent Community • Healthy Communities Initiatives • Improved recreational infrastructure • Strong Community Support Services Region-wide • Need for increased accessibility • Baby-boomers becoming important target for the Region in both visitor and resident attraction strategies with their larger disposable incomes • Viral marketing continues to grow in popularity • Mobile apps driving new investment into Tourism industry as mobile apps continue to play an important role in travel planning • Social networking changes the landscape for marketing to the younger generations.

14. SWOT ANALYSIS

15. GENERAL MARKETING • Overview • In 2012, TWEPI’s general marketing plans will focus on promoting our brand messaging. We will tell the story of our region as an engaging, attractive region to visit, particularly as a weekend getaway. • We will accomplish this through a variety of channels: • Traditional Media • We will focus on media targeting surrounding communities that would consider our region as a weekend getaway destination. • We will also advertise in local media publications to reinforce TWEPI’s image as the “industry authority” that visitors should use when visiting the region. • Online Media • Experiment with relying more on online advertising as a cost-effective, targeted method to spread our key messages. 62% of personal travelers use search engines as the number one source for travel information (Google/OTX, Traveler’s Road to Decision 2010, U.S, Sept 2010). Online reviews are also growing increasingly important to travelers. As a result, TWEPI needs to target our ads to these users who are actively displaying an interest in our region. • Partnering with Ontario Tourism Marketing Corporation, Detroit Convention and Visitors Bureau, Chatham-Kent Tourism, Smart Community (Windsor Essex), Ontario Southwest RTO 1 • Travelers reached by OTMPC are already interested in travelling to Ontario. Therefore, it is to our benefit to continue working with OTMPC. • TWEPI will continue to work with neighboring community partners, the Detroit Convention and Visitors Bureau and Chatham-Kent Tourism in promoting our region • By partnering with the Windsor and Essex County Smart Community, TWEPI has been able to provide participant organizations, entities, families and individuals with community engagement, governance, access to infrastructure and on-line services, as well as smart results that demonstrate new opportunities, well-being and connectedness to improve the quality of life in learning, work and play. • Various TWEPI staff are on key committees within the RTO 1, thereby helping to foster further dialogue on various collaborative initiatives benefiting our region. • Trade Shows • When participating in tradeshows and events, TWEPI needs to create an engaging, attention-getting display that effectively communicates our key messages. Investments in streamlined promotional display pieces will assist us with reaching this goal.

16. GENERAL MARKETING • Overview • Online Presence • We need to position the TWEPI website as the “industry authority” with up-to-date, easy-to-navigate information that is reliable and accurate. Enhancements that allow users to interact and engage with out website is also important to assist with trip planning and improving visitor experience. • Mobilized websites and mobilized apps are also growing increasingly important as visitors rely more and more on their smartphones for information and trip planning assistance. • We also need to capitalize on the growing popularity of viral marketing by encouraging discussions and interactions on social media. • Partner Portal • - Implementing and launching Partner Portal. This will allow two-way communication between Partners and TWEPI. We will be able to post Partner-relevant information on this Portal. • Others • TWEPI’s image library is currently limited. Increasing our inventory of up-to-date, fresh, exciting images that can be used in our advertising is essential. • Invest in promotional materials that are attractive, engaging, and tell a story about our region. • Install new signage consistent with our current name, brand and logos.

17. GENERAL MARKETING • Plan • What is the plan and how will it be executed? • Traditional Media • Print & Radio Advertising • Visit Detroit (an annual distribution of 400,000 copies) • We will advertise in the Winter/Spring and Summer/Fall editions of the Visit Detroit official visitor guides. These travelers are a key target market and our ads will focus on enticing them across the border. • Local • We will advertise in various local publications. We will use common themes, resizing as necessary. Ads will be focused on pointing visitors to use our website as a resource for information as they travel through the region. • OTMPC publications • We will take advantage of advertising in one or two of OTMPC’s publications to reach visitors already interested in travelling in Ontario. • Other media • We will advertise in other media like: • Lake Erie Living, a magazine specifically aimed at those who live around Lake Erie, including Michigan, Ohio, Pennsylvania, New York and Ontario. Full page print ads will present our destination as an exciting getaway to those living close by around Lake Erie. • ClickOnDetroit.com offers news, sports and weather produced in Detroit, for Detroit. Team news coverage, on-air to online referrals and relevant online resources all work together to create an important audience. Online web banners with targeted special deals will entice Detroit residents to visit our region. • Clear Channel Radio stations. We will conduct an audio/visual/interactive campaign for 1 month on 4 targeted Clear Channel Radio Stations that reach women who make travel decisions for their household. The campaign will have the following components: audio commercials on WDTW-FM (Classic Rock), video pre-rolls on WKQI-FM (Contemporary Hit Radio/Top 40), WNIC-FM (Hot Adult Contemporary) and WDFN-AM (Sports) and interactive online web banners on WKQI-FM, WNIC-FM, WDTW-FM and WDFN-AM. Listeners and online users will be targeted with a contest for a weekend getaway that will generate interest and excitement in key attractions in the region.

18. GENERAL MARKETING • Plan • What is the plan and how will it be executed? • Online Media • Google • Conduct a Google Adwords 3-month spring campaign. The key outcome of this campaign will be lead generation. The campaign will be focused on promoting the region as a Weekend Getaway destination and a landing page will be created to sharpen the target of this campaign. We will set up a special weekend getaway focused package including 2 night stays along with a package of attractions. We will have to recruit several key partners to provide these packages (which must fall within similar parameters) and booking codes will be used to track the success of the campaign. • Tripadvisor • Tripadvisor is a major review site for travelers and is useful to reach out to travelers in a direct manner. Our approach will be multi-pronged: • Generate Tripadvisor reviews for attractions, accommodations, and dining in our region. • Our stakeholders will be encouraged to urge their guests to submit Tripadvisor reviews of their service/location. Stakeholders need to be educated on simple, effective ways to encourage Tripadvisor reviews. TWEPI can assist by providing step-by-step guides, support and advice, and simple, easy-to-use templates. We can provide email templates as well as posters in their location saying: “We hope you enjoyed your time here. Talk about us online at Facebook, Twitter, Tripadvisor, and Youtube”. • Social involvement • Post regularly on Tripadvisor message boards, replying to visitor queries and discussions about the region. This will be helpful to visitors planning a trip to the region. • Content sponsorship • Take over the destination homepage for a year with 5 content modules and space for 2 banners. We can provide in-depth information about our destination on the pages people go to when considering a trip to our destination. • Banner campaign • Banners on other key pages within Tripadvisor, like the Ontario content page, Detroit content page, etc.

19. GENERAL MARKETING • Plan • What is the plan and how will it be executed? • Ontario Tourism Marketing Partnership Corporation • Ontario Tourism Travel Centres (Windsor/Tilbury) • We have committed to signage advertising at the Ontario Tourism Travel Centres. This will provide us visibility and brand recognition in key locations that travelers frequent. • Trade Shows/Marketplace • Van • Utilize the van as a promotional tool with foldout TV stand, display racks, etc. The van would be used more heavily on tradeshow floors and festivals to draw attention and make a statement as well as distribute information • Tradeshow Booth • Purchase supplies including tabletop and standing display systems as well as backdrops and banners suitable for both indoor and outdoor use. The tradeshow booth will also be enhanced to improve tradeshow displays to carry a consistent, attractive destination message. • Inflatables • Continue to use our two inflatables, the Mountie and the Beaver, at trade shows, festivals and events to draw attention to the region.

20. GENERAL MARKETING • Plan • What is the plan and how will it be executed? • Online Presence • Website • This includes the following elements: • Custom re-design of the styling of the website. • Design implementation and code programming. • Newsletter sign-up • Social Media integration • Calendar structure improvements • Mobilized website & Mobile apps • This will allow for a self-contained app and will be available on all major smart phone platforms (iPhone, Blackberry, Android). This will provide ease of use for all smart phone users when travelling to our destination. • Social Media • - Create a Social Buzz Network of local residents who will commit to talking about local events and attractions on social networks. • They will agree to : • - post about what they see and do in return for access to free admissions to all participating events/attractions. • visit local events/attractions a minimum of 10x a year. • This will drive interest and excitement, providing content to fuel social media discussions. It will keep the public informed with the latest news and attraction and event information directly from their peers. • An online Question and Answer Forum, encouraging visitors to ask other local parents questions related to family travel. Moms typically plan family trips and they trust other moms for advice and help. Mom2Mom.ca is an already established local community with a strong social network. This will provide us with better search engine rankings, access to existing software, and forum management expertise at a low annual cost. Members selected as Forum Moderators will be part of TWEPI’s “Social Buzz Network” and will also be given additional tools, materials, and information to deepen their knowledge of the region. They will also be a part of the Social Buzz Network with all the requirements and free admissions listed above. TWEPI staff can also post in this forum to provide additional information and assist with answering questions. Disney currently employs this strategy very successfully with their Walt Disney World Moms Panel. • PartnerPortal • - Implementing and launching Partner Portal. This will allow two-way communication between Partners and TWEPI. We will be able to post Partner-relevant information on this Portal.

21. GENERAL MARKETING • Plan • What is the plan and how will it be executed? • Others • Photography • Professional photography with staged shots based on key areas missing in our image library. Close up shots of people enjoying local attractions will be a major focus. Alternatives to stock photography is important. We will also look to purchase already existing photographs from local photographers. • Promotional materials • Giveaways and promotional items (such as TWEPI lapel pins) will be procured and utilized for our various tradeshows, festivals, events, conferences, prize packages, etc. A variety of promotional items will be sourced including luggage tags, t-shirts, bags, and others. • Office signage • Pending Board’s direction re: office relocation, we will consider removing the current, outdated office signage and install new signage with our current name, brand, and logos. • Creative Services • Creative Services • Creative services or all campaigns.

22. GENERAL MARKETING • Budget • Traditional Media $49,250 • Online Advertising $17,000 • Trade Shows/ Marketplaces $23,000 • Online Presence $36,500 • Photography $10,000 • Memberships & Alliances$25,000 • Creative Services $25,000 • Visitor Guide $150,000 • TOTAL $335,750

23. Product Development Clusters

25. Product Cluster Initiatives 2012 • Contents • Highlights • Cluster Analysis/SWOT • Sports Tourism • - Outdoor Experiences • Birding • Golf • Fishing/Hunting • Eco-Tourism • Cottages & Campgrounds • - Wineries/Agritourism • - Bed & Breakfasts • Wineries • Agritourism • - Culture & Heritage • - War of 1812 • - Black History • - Arts & Entertainment • - Family Fun, Dining, Shopping, • Spas & Wellness, Festivals • - Gaming/Nightlife • - Meetings & Conventions • - Leisure Travel Trade • Tactical Plan

26. Product Cluster Highlights • Product cluster - Outdoor Experiences • Birding • Road Scholar Program • Joint media plan with our key birding properties: Point Pelee National Park, Essex Regional Conservation Authority (ERCA), Chatham/Kent and Regional Tourism Organization (RTO) 1 • Golf • Joint ventures and golf shows in London and Toronto • TWEPI and Ontario Restaurant Hotel & Motel Association (ORMHA) will jointly host a golf tournament • PRODUCT CLUSTER – WINERIES/AGRI-TOURISM • Focus marketing efforts on the launch of the new brand for southwestern Ontario wineries, Essex Pelee Island Coast (EPIC) • Creation of a new Wine Route Map • PRODUCT CLUSTER - HERITAGE • 1812 Commemorative Guide • 1812 Commemorative Events • PRODUCT CLUSTER – GAMING/NIGHTLIFE • Package Development and go to market • PRODUCT CLUSTER – ARTS/ENTERTAINMENT • Package Development and go to market • PRODUCT CLUSTER – SPORTS TOURISM • 2012 Skate Canada Synchronized Skating Championships, February 23-25, 2012 • 2012 Skate Canada International, October 26-28, 2012 • 2012 Windsor Roseland Charity Golf Classic, August 13-21, 2012 • 2013 International Children’s Games (ICG), August 14-19, 2012

27. Product Cluster Highlights • Meetings & Conventions • Participation in Ignite Magazine • Participation in various tradeshows/conferences: CSAE Tete-Tete, Incentive Works, Ignite Business Event Expo, MPI World Education Conference, CSAE National Conference • H.O.G. Rally – Thunder Road Harley Davidson Conference, July 26-28, 2012 • Leisure Travel Trade • Attend various GLAMER Shows throughout Canada and the U.S. • Participate in various advertising opportunities focused on group travel: Packaged Travel Insider, Group Tour Magazine, AAA Motorist, CAA, Crossings, AAA Tour Book, View (University of Windsor Alumni) • Product Development • Package Development Workshop (or workplace) with hoteliers and partners • Development and execution of the Attractions Pass in conjunction with some of our key stakeholders

28. SPORTS TOURISM Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • Through our regional assets, we have the infrastructure to host major events, conferences and meetings • Each of our municipalities have invested significant dollars to upgrade their facilities • We have a proven track record of hosting major sporting events and the list keeps growing • Ability to engage volunteers to execute programming • Weaknesses • The region is lacking a measurement tracking system that tracks actual economic impact numbers • TWEPI has the economic generation model that can assist with this, but without the information, our hands are tied • Funding – TWEPI is not a funding body but can assist in marketing sporting events • Our region can work closely together on joint bids to lure sporting events to different municipalities • Opportunities • We, as a region, do not work together enough to make joint bids together • The newly formed Sports Tourism Committee could potentially work shows/conferences together - collaboration • Threats • Competition from other regions, as Sports Tourism is becoming a major product

29. SPORTS TOURISM • Plan • What is the plan and how will it be executed? • To communicate with our Sports Tourism Committee more regularly and add a few people to this existing Committee: • Kim McDonald (Holiday Inn & Suites Ambassador Bridge) and PatriziaLaTona (Westmont Properties) • We will continue to look into attracting new Sports bids and bringing them to our region via the Sports Tourism Committee: • Ontario Games – 2014 Ontario ParaSport Games, 2014 Ontario 55+ Summer Games • Continue to use our CSTA membership and be engaged with them and other members of this organization • Continue to work with LOC on two sporting events coming to our region in 2012: • 2012 Skate Canada Synchronized Figure Skating Championships – February 23-25 • 2012 Skate Canada International Figure Skating Championships – October 26-28 • Attend Sports Tourism Shows to network and get message out about our region • CSTA – Victoria, BC: April 18-20, 2012 • Update the current Sports Tourism marketing piece with revised information on our facilities • Work with each municipality to see how monies were invested in their facilities as this would be worthwhile information to pass along • Continue to grow the running product in our region • Detroit Marathon Sponsorship • Amherstburg Marathon (War of 1812 Theme) • Continue to offer support to sport partners in their events as well as other events that bring in visitors from outside of the region: • Detroit Grand Prix 2012 • 2012 Windsor Roseland Charity Golf Classic (Canadian Tour) • 2013 International Children Games – will promote events as much as we can through our marketing efforts and visitor services • Walt Metulynsky is the Program Manager and members from TWEPI will be on the Hospitality Committee

30. SPORTS TOURISM • Plan (Continued) • What is the plan and how will it be executed? (Continued) • Will hold an educational meeting in 2012 with clubs and associations from our communities, informing them of TWEPI’s role. Encourage them to provide TWEPI with their numbers from tournaments so TWEPI will be able to track • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation

31. BIRDING – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats to the Product • Strengths • Birding opportunities in the region as a whole are excellent in spring and fall • Festival of Birds – Spring – Point Pelee National Park (PPNP) • Festival of Hawks – Fall – Holiday Beach Conservation Area • Strong birding committee with a good vision • Primary and secondary sites have an established visitor base and reputation as an excellent birding area • Birding has a huge economic impact on the region • Good viewing opportunities • Good amenities within the facilities • Major infrastructure upgrades were made to the region’s major birding facilities: • Point Pelee National Park • Ojibway Prairie Complex • Holiday Beach and Hillman Marsh • Jack Miner • Weaknesses • Birding product is considered stale and in need of refreshing • Point Pelee National Park addressing concerns internally in terms of staffing • Area and habitat accessibility • Primary and secondary sites need to engage local businesses to participate in both festivals • Lack of web presence • Lack of advertising

32. BIRDING – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats to the Product • Opportunities • Continue to work with other DMOs in Region 1 on birding product • 2012 Birding package with Road Scholar and Roots to Learning • Based on infrastructure upgrades, lure writers to come down to visit – FAM writers • Willing to work with other partners for growth (secondary and even tertiary sites) • Potential funding available through government (birding committee always looking at grant opportunities) • Cross-sell experiences with other clusters such as wineries, outdoor experiences and heritage • Communication and marketing should be geared to the novice and intermediate birders • Development of birding app • Threats • Strength of the Canadian dollar • Border regulations • Competition from U.S. sites • Key stakeholders need to continue to work together and partner for consistent messaging and stability • Continued degradation of habitat diversity will impact its attractiveness to birds and birders

33. BIRDING – OUTDOOR EXPERIENCES • Plan • What is the plan and how will it be executed? • Similar to 2011, our birding group will market our birding properties’ unique experiences collectively through print and web avenues. • Messaging for the 2012 campaign will focus on the great assets our birding properties have to offer which makes us a premier birding destination. • Marketing these messages through the following media properties: • National Geographic • ON Nature • Birder’s World • Quebec Oiseaux • Bird Watch Canada • ABA – North American Birds • Cornell Lab of Ornithology – Living Bird Quarterly • Bird Watcher Digest (web banners) • Birding (American Birding Association) – web • ABA – Winging It - web • Birdscope Newsletter - web • fatbirder.com • Through our partners we will invite high profile writers and bloggers to our 2 major birding festivals; Festival of Birds and Festival of Hawks and also to visit our primary sites to talk about them and our region • The Birding Committee will also work together on the two major birding festivals by sponsoring breakfasts, lunches, and developing joint passes within the birding properties • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation • Support through media National Conservation Week in April

34. GOLF – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • There are 21 courses in the region • A nice blend of private and public courses • Southern most part in Ontario • Based on the indifferent weather patterns in our region, we have an extra long season, boasting an additional 8 weeks • Different composition of courses in the area (such as link or park lawn) • Well known course designers, such as Donald Ross/Thomas McGroom • Very affordable compared to other communities across Ontario and Canada • Partnership with Ultimate Golf Vacations – leverage for other opportunities in the future • Weaknesses • Courses were never identified as part of a region before • Courses have been inclined to market themselves as a single entity and not work together as a group • State of the American dollar and its parity with our dollar • Cost of Michigan golf is significantly less than in our region • Opportunities • Share ideas, create packages, work as a group to entice tourists to come to our region • Cross-pollination with other products such as wineries, accommodators, heritage • As an example, have brochures of available golf courses at the wineries • Create packages such as “Wine and Nine” • The spin-off of the 2011 Canadian Golf Tour • Will return in 2012 • Windsor Roseland Charity Golf Tournament at Roseland Golf & Country Club, August 20-28, 2012 • Web presence – Travelling Golfer • Group Golf – Spinella Group

35. GOLF – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster (Continued) • Threats • Cost of Michigan golf very low • Decrease in americans coming over • Passport requirements • Decrease in U.S. dollar value • Recession – not a lot of disposable income

36. GOLF – OUTDOOR EXPERIENCES • Plan • What is the plan and how will it be executed? • Some of our golf courses will work and attend shows together : Toronto Golf Show (March 2-4 2012) and London Sports & Recreation Show – February 25-26, 2012 (formerly London Golf Show) • TWEPI to purchase signage for the entire booth that can be carried to other shows throughout the year • TWEPI and area golf courses will partner together on a joint marketing campaign along with Caesars Windsor • TWEPI will partner with ORMHA and co-run their annual golf tournament • revenue generator • hold tournament annually at different partners’ courses • Networking opportunities raise profile • Bring in writers and bloggers to our region to talk and write about our partner courses • In conjunction with our partners we will host contests in both Toronto and London to gather names, emails and addresses to add to our databases that we will all share • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation

37. FISHING/HUNTING – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • Region is a peninsula surrounded by excellent waterways (Lake Erie, Lake St. Clair, Detroit River) • Various fishing and hunting species available • A number of good and viable marinas with docking facilities and ramps • Strong presence, in terms of fishing charters and hunting advocates • Belle River is known as the “Muskie Capital” of Canada and Lake Erie is renowned for perch and walleye • Weaknesses • Low water levels make it difficult for fishermen to reach the Fighting, Grassy and Peche Islands • At a disadvantage versus the U.S in terms of: • Fish limits • Cost of licenses • Lack of fish cleaning stations in our region • Opportunities • The fishing industry as whole has never had a strong voice in our region • Our all-encompassing website will feature fishing and its amenities as its own entity • Ice fishing package developed • RTO Initiative – Outdoor assessment was completed for Region in the summer of 2011 • Fishing sites and opportunities were identified • $10K available through FISH THIS Grant (via former Windsor Essex County & Pelee Island Convention Visitors Bureau) • Note: strict criteria through Ministry of Tourism, Culture and Sport is required for the releasing of funds • Threats • Canadian dollar and it’s parity with the U.S. • Fewer Americans coming to our region as tourists • The cost of passports and licenses • Canadian legislative laws in terms of fish and hunting limits and licenses and regulations • Fewer locations available to obtain licenses

38. FISHING/HUNTING – OUTDOOR EXPERIENCES • Plan • What is the plan and how will it be executed? • TWEPI will continue to expand on developing the Ice Fishing Package that started in 2010/2011 in conjunction with the Belle River BIA • TWEPI will continue to bring in well known writers and TV hosts to our region to promote our great fishing, waterways and the assets we have to offer • Continue to work with government officials on behalf of our fishing partners • Promote and support the annual Pheasant Hunt on Pelee Island • Make connection and reach out to the various marinas in the region

39. ECO-TOURISM – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • A great variety of trails and parks in both the City of Windsor and the County of Essex • running, walking, roller bladding, walking, biking • Lots of investment dollars earmarked to this product by all communities • Recognized in a positive manner • Each community has a designate park or area for the outdoor enthusiast • Bike Train Initiative and Windsor Eats Trail Rides is gaining momentum with attendance numbers increasing each year • Weaknesses • Lack of signage on ERCA Trails in or around the Chrysler Greenway • Other business should be engaged in this exercise and should be highlighted • For example, Muscedere Vineyard is literally 300 meters from the Greenway, but there is no signage to indicate this • Dated information on outdoor experiences in our region • Needs to be refreshed • Other outdoor experiences, such as scuba diving and running, need to identified and developed as new products to this cluster • Opportunities • Use new ERCA Trails Map to our advantage and promote it • Huge market opportunity for eco-tourism in our region • Link all trails together throughout the City of Windsor and the County of Essex • Threats • Losing people to other regions based on a lack of promotion about our trails and parks • Litter and grounds maintenance

40. ECO-TOURISM – OUTDOOR EXPERIENCES Plan • What is the plan and how will it be executed? • For Eco-Tourism, TWEPI plans on rolling out and promoting the ERCA Trails Guide via: • being on-site at all TWEPI visitor centers, Windsor and Tilbury Ontario Travel Information Centres and at regional seasonal festivals • our hoteliers for extended reach • as a handout at selected trade and consumer shows throughout the year • neighboring DMOs within RTO 1 (Chatham-Kent, Elgin, Middlesex, Haldimand, Oxford, London, Sarnia-Lambton, Norfolk) • a link to the Guide on our website • We will also grow our inventory of products by expanding our site to include: scuba diving and cycling/biking – fact finding on our website • We will also continue to work with Carolinian Canada re: Bike Trail Initiative • We will also participate in a possible grant opportunity through Ontario Trillium Foundation and RTO 1: • this possible grant is an eco-tourism opportunity with potential region-wide benefit • in partnership with the counties represented within RTO1, develop product inventory of nature related activities and eco-adventure offerings • based on these findings, a lure brochure will be produced • this grant will also help provide basic information on starting and running a rural economic business to local businesses and entrepreneurs; “how to” workshops – due March 31, 2012 • We will also continue to push the Wine Trail Rides through Windsor Eats • Investigate and be engaged in the County Wide Active Transportation Plan with Councilors Scott and Baker and Tom and Sue Omstead • This plan would involve implementing cycling and walking routes throughout Windsor and Essex County and its member municipalities • Cyclo-tourism is a significant revenue generator • This would be a way to have safe cycling routes across the region • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation • Further development of Motorcycle map “Cruise the Coast” linking various routes throughout southwest Ontario

41. COTTAGES & CAMPGROUNDS – OUTDOOR EXPERIENCES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • Pelee Island has gained exceptional exposure through OTMPC’s 2011 marketing campaign. This is an ideal location to promote cottages and campgrounds. • The region has an array of cottages and campgrounds. Cottages range from small one-bedroom utility cottages to luxurious multi-room family retreats. Campgrounds range from small family-run campgrounds to major branded locations. Among the campgrounds in the region is Yogi Bear’s Jellystone Park, which is enjoying branding awareness due to the recent release of the movie, Yogi Bear: The region also has Wildwood Golf & RV Resort, which provides a resort-style experience. • Camping is a popular family vacation and considered inexpensive and a “Return to Nature”. • Cottage vacations are also embedded in the local culture and families who vacation in cottages typically rent cottages for a one week period. • Weaknesses • There is little advertising or outside promotion done by cottages or campgrounds. • Region not perceived as an attractive/exciting/scenic place to camp. • Seasonal activity that mostly shuts down over the winter. • This sector is typically marketed to a local audience. • Opportunities • Capitalize on the Yogi Bear movie (Jellystone Park). • Sell campgrounds as a fun, inexpensive, family vacation that is relatively close to home. • Sell cottages as a natural retreat that is particularly perfect for multi-family vacations and family reunions. • We have a longer cottage and camping season due to mild weather and it is possible to enjoy the beach earlier and later. • Co-op participation in upcoming Outdoor trade shows, Sports & Recreation shows or other RV shows. • Threats • Limited advertising budgets. • Difficulties coordinating advertising between all cottages and campgrounds. • Not market ready. • Seasonal.

42. COTTAGES & CAMPGROUNDS – OUTDOOR EXPERIENCES • Plan • Build awareness of the cottages and campgrounds that our region has to offer. We can accomplish this by marketing to specific target markets. • Conduct small Google Adwords campaign, promoting cottages as an ideal way to spend multi-family vacations – focus on the “Family Reunion” market. • Work on uniting the cottages and campground stakeholders in the region to work more co-operatively together (relationship-building). • Invite cottage and campground stakeholders to participate in upcoming trade shows, as applicable. • Place ad on Summer Fun Guide banner for this sector for 1 month.

43. BED & BREAKFASTS – WINERIES/AGRITOURISM Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • The B&B stakeholders have started to work on uniting the industry, forming the Canada South Bed & Breakfast Association in Spring 2011. This makes it more possible to work together, particularly on co-op opportunities. • Our region has a diverse range of Bed & Breakfast options, ranging from adults-only to family-oriented. • The B&Bs in the County are strategically located, primarily along our region’s extensive waterfront, wine route, Pelee Island and Point Pelee National Park. • Our region has many attractions that combine well with a B&B stay, including: • - 15+ wineries. A B&B stay combined with a wine route tour is charming and romantic. • - beaches and waterfront. Our region offers more sun hours than any other area in Canada. Visitors can enjoy our beaches and waterfront earlier and later than in other regions. • - world-renowned birding. Point Pelee National Park is one of the premiere birdwatching destinations in North America. The annual Festival of Birds draws over 30,000 visitors and the limited number of hotel accommodations in Essex County means that B&Bs are very popular options for birdwatchers. • Culinary tourism and agri-tourism are becoming increasingly popular segments. Our region’s position as one of the most agriculturally productive counties in the country mean that we can easily offer our visitors fresh-picked produce. Visitors also enjoy driving down our country roads and exploring the dizzying number of roadside produce stands during the growing season. The establishment of more Farmer’s Markets like the Amherstburg Farmer’s Market and the Downtown Windsor Farmer’s Market also appeals to many visitors. • Weaknesses • Bed & Breakfasts are small businesses and therefore have limited budgets. It can be difficult to create a united voice. • B&Bs offer a very limited number of rooms and it can be difficult to balance supply and demand. • B&Bs have a difficult time competing with hotels, particularly on price points. • Logistical issues with selling packages when individual B&Bs have limited capacity and there are wide variances between standards of each business.

44. BED & BREAKFASTS – WINERIES/AGRITOURISM Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Opportunities • City B&Bs can be advertised as a “homey” alternative for Detroit visitors. • The public has a romanticized view of B&B stays and we should leverage the many strengths of our industry, capitalizing on the fact that staying at a B&B is a unique experience. • We can package B&Bs together with other clusters to create an appealing, easy to book package. • We can piggyback on the recent success of OTMPC’s Pelee Island campaign, focusing on the mystique and the adventure of the journey. • Toronto residents are getting frustrated with the bumper to bumper traffic on the drive north and are interested in alternative options. • Threats • Visitors who are overly focused on price. • Difficulty in unifying all stakeholders. • Visitors are currently very interested in Pelee Island, but many are finding the transportation to the Island lengthy and expensive. There is also a lack of transportation options on the Island.

45. BED & BREAKFASTS – WINERIES/AGRITOURISM • Plan • What is the plan and how will it be executed? • Highlight the charming, unique, and romantic experience of staying in a Bed & Breakfast and that the border is easy to cross. • Promote B&Bs within easy-to-sell packages, particularly with wineries as it is a natural fit. We will provide a deadline for submission of these packages as well as criteria. • Focus on promoting Pelee Island B&Bs, particularly to the GTA market (to piggyback on OTMPC’s heavy promotions in 2011) • Encourage B&Bs to put together birding packages for Spring 2012 – then promote them via advertisements to the birding community (this should be done on the TWEPI website & TWEPI e-blasts) • Co-op with B&Bs on various trade shows, particularly Toronto Home Show. B&Bs should be the lead and we will participate. • Assist with the development of an “Amazing Pace” event on Pelee Island to draw attention and provide an exciting draw to the Island. • Encourage B&B Association to advertise in collateral pieces and partner with us. • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation

46. WINERIES/AGRITOURISM - WINERIES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • With over 1,100 acres of land under production, we currently have 15 wineries and soon to have more in the next few years • Many of the wines produced in our region are award winning and continue to gain recognition and popularity • Regional growth in the wine sector has been significant, placing the Lake Erie North Shore (LENS) on the map for many day trippers • Our seasonality and climate play well for the wineries • Longer growing season (April to November) • Essex County is the second largest land area in terms of production • Good variety of large and small wineries to choose from • Multiple wineries will be participating in the Icewine Festivals in the first quarter of 2012 • Weaknesses • Name of region – not having a geographic tie in the name puts the region at a disadvantage • Still work to do with wineries working together • Many of the wineries in our region are small so cannot work with LCBO; the cost associated with listing their wine through LCBO outweigh the benefits • Many of our restaurants don’t sell our local wines – there is a huge gap that needs to be filled • Way-finding signage lacking

47. WINERIES/AGRITOURISM - WINERIES Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Opportunities • When new name and brand is launched – a large branding media blitz is essential to put our wine country on the map • Cross pollination opportunities with other products (golf/accommodations/other outdoor experiences) • The recently published Culinary Guide that includes our wineries is an enticing lure piece that can be distributed • Wine shows – regional and collaborative effort • Friends and family • Portal – database collection that will improve the standard for customer service • Threats • Competition is fierce in Ontario – Niagara/Prince Edward County • LCBO’s regulations and restrictive business model • Downward shift in U.S. visitors due to many factors: • Passport requirements • Exchange rate • Global economic recession • Travel more expensive • Lack of regional transit

48. WINERIES/AGRITOURISM - WINERIES • Plan • What is the plan and how will it be executed? • Using the existing wine brochure as a guide and template, we will reproduce a new wine-only brochure that will feature and include our new wineries added to our region. We will also ensure that the GPS coordinates and roads are updated. • This will provide a good opportunity for the new wine region to announce it’s new branding, which is very close to coming to fruition • In conjunction with our wineries we will attend and staff a booth at the following Wine Shows: London; Sarnia and Kitchener/Waterloo/Cambridge • Produce viral You Tube videos that feature all of our wineries; they can be featured on our website on a rotating basis • We will continue to promote wine tours for events and conferences - pushing people out to the county where the majority of our wineries reside • We will continue to bring in groups and high profile writers to our region and write about what we have to offer • Provide more details to wineries when bringing in groups and Familiarization Tours • Demographic information and location of origin would be useful information • For wine writers we should bring them in March and April (before harvest season begins) • We will continue to work with the new SWOVA (EPIC) Executive and the WEEDC on their branding and other wine related initiatives • Signage meeting with Essex County reps as an example • Continue to include wineries in marketing outlets like Trip Advisor and CAA/AAA which feature wine packages • Need to incorporate tracking mechanism to see if it works • Booking codes • Work with WEEDC on how to attract groups • FAM Training • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation

49. WINERIES/AGRITOURISM - AGRITOURISM Cluster SWOT – Strengths, Weaknesses, Opportunities, Threats for the Product Cluster • Strengths • Look for Local campaign has 3 years under it’s belt and campaign has momentum in the community • Some strong local businesses leaders: County Connect/Windsor Eats/Foia/Jack’s Inn 31 • There are many assets within the region which are considered culinary and unique experiences • Our region is rich in local vegetables, fruits, flowers • Longer growing season than most • Numerous Farmer’s Markets in the city and county which are becoming quite popular and are well received • Recently published Southwest Ontario’s Culinary Guide through RTO 1 • Weaknesses • The product is not developed and needs a lot of work before we become a “culinary destination” • Many local establishments have not embraced the local movement yet • Many businesses are not “business ready” yet (hours of operation posted, debit/credit card, available for tours) • Opportunities • OCTA Membership – and the development of our product • RTO – there is talk that RTO could perhaps take on this product and make it more regionally focused • Threats • Funding – there is a strong possibility that the “Look for Local” campaign could be over as the grant money has been spent • Still undecided if WEEDC will continue to support it

50. WINERIES/AGRITOURISM - AGRITOURISM • Plan • What is the plan and how will be executed? • Continue to work closely with WEEDC and the Agri- Business Committee on moving the agri –tourism product forward • WEEDC is in the process of gathering new committee members that TWEPI will be a part of • Explore the Shore – it’s 3rd year in 2012 • Nominated for an award this year and gaining momentum • A huge push on the “Grown Right Here” campaign during that weekend • Again, TWEPI will be included in the planning and execution of the program • TWEPI will also act as the financial arm to help with invoicing of the program • Continue to push the food element to our wineries and get restaurants to attend shows with wine – food and wine go hand in hand • working hand in hand with ORMHA • Continue to push the Culinary Guides produced by the SWOTC • promote and distribute at shows • have on location in all regional visitor centres • Continue to work closely with RTO 1 on this product • The region will take on the membership which will give TWEPI access to tool kits and such • Further education directed at the American market on required documentation for crossing the border (via Crossing Made Easy) is essential in providing an increase in regional visitation