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North America Marketing Update

North America Marketing Update . Destination British Columbia. Spring Summer 2014 Campaign. Objective: Motivate consumers to move BC up their list of leisure vacation destinations from “consideration” to “intent to travel”. Background . Recent research  better understanding of targets

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North America Marketing Update

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  1. North America Marketing Update Destination British Columbia
  2. Spring Summer 2014 Campaign Objective: Motivate consumers to move BC up their list of leisure vacation destinations from “consideration” to “intent to travel”
  3. Background Recent research  better understanding of targets Seek greater impact; fewer messages / objectives in fewer markets Use insights from brand strategy work underway to inform creative choices
  4. Direction Increase emphasis on inspiration; stronger emotional connection Move away from “moments” concept and microsite Continue to promote/feature trip ideas Imagery: balance of urban and nature, familiar, iconic products
  5. Market Rationale – key insights Where can we make the most difference? Ability to influence greatest for leisure Growth markets that are not easily reached by others CA, WA, ON all have volume, growth potential California: high awareness, positive impressions, lower penetration Washington: strong (lifetime) potential, underinvested Ontario: high awareness, positive impressions, high VFR
  6. Markets 75% California (SF and LA) 15% Washington 10% National US (strong CA/WA reach) Extra In-Market (BC) Advocacy
  7. Target Audience “Active Considerers” : BC’s on their list but not currently planning a trip Have been to BC, often more than once; find these travelers and those who look like them 45 – 64 yrs; no children at home; above average income / education; frequent leisure travelers; not VFR Typically travel in July – Sept.; frequent getaways
  8. California Media (1a) California SFO / United Airlines terminal takeover Jet Bridge domination (21) Video in the Club Lounge and in-flight video Access United Loyalty database (to send 5 million emails) Operation Surprise and Delight (in SFO) Listen in on conversations of people waiting for flights; drop in on conversations where appropriate If the opportunity presents and is genuine, provide virtual concierge-like service and/or info about BC
  9. California Media (1b)
  10. California Media (1c)
  11. California Media (2) California / National US Pre-roll video (3 x 15s) Digital display (site takeovers, tablet, rich media ads, google / other ad networks, top performing sites, social networks) Email marketing Paid search marketing
  12. California Media (2)
  13. Creative Concept – California
  14. Creative Concept – California
  15. Creative Concept – California
  16. Creative Concept – California
  17. Washington Extension Opportunity to build immediate business Focus on weekend getaways; urban experiences, outdoor adventure, festivals and events Leverage California creative
  18. Washington Media Transit: Double decker wraps and bus sides King5 News sponsorship and online ads Seattle Times full page ads and online ads Digital display (site takeovers, tablet, rich media ads, google / other ad networks, top performing sites, social networks) Email marketing Paid search marketing
  19. Creative Concept – Washington
  20. In-Market (BC) Advocacy Opportunity To connect with visitors “on the ground” in BC, and empower and encourage them to share their experiences in real-time through their social channels
  21. Objectives Encourage visitors to share their experiences via social media while they are here. Create real-time content to inspire other potential travellers.
  22. Connectivity Barrier: visitors unlikely to share if free wifi not available Solution:Leverage existing wifi (BCVCs, YVR, BC Ferries, other hotspots);expand infrastructure at key locations
  23. Awareness Barrier: Visitors who are sharing may not be aware of which handles or hash tags to use Solution: Create POS, OOH to create awareness of #exploreBC
  24. Offline Activation Point of sale (posters, buttons, postcards) in VCs/ other locations to create awareness OOH in high visibility locations – arrivals / departures at YVR/YYJ, Canada Line, BC Ferries, Victoria Aqua Buses Messaging: #exploreBC/ Share Leverage SS14 creative approach
  25. Online activation Constant stream of new content curated and leveraged across various DBC channels Promote across social and non-social channels and via email marketing
  26. #exploreBC Creative (OOH)
  27. #exploreBC Creative (POS)
  28. Campaign Budgets/Timing Budget: $4.85 million SEM, OTA, media relations, email marketing investment is in addition Timing: CA: May – July WA : late June – Sept. In-market (BC): late June – Sept.
  29. Social MediaIndustry Guide(DestinationBC.ca)
  30. Thoughts/questions? For more information, contact: Jacqueline.Simpson@DestinationBC.ca
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