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Fresh Tracks Marketing: Reinventing Canada's Tourism Appeal for Global Travelers

Al Leong, MBA Award-Winning Marketing Executive with 25 years of experience, specializing in lead generation, PPC, SEO/SEM, and branding for top clients like Adobe, Apple, and IBM. Explore opportunities to enhance Canada's tourism positioning and branding strategy, targeting diverse traveler personas and optimizing lead generation campaigns.

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Fresh Tracks Marketing: Reinventing Canada's Tourism Appeal for Global Travelers

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  1. FRESH TRACKS Al Leong, MBA

  2. Award-Winning Marketing Executive with 25 Years Experience Clients include: Adobe, Apple, IBM, Motorola, HP, Disney, Sony, Siemens, US Department of Defence 5 years travel and entertainment experience: Tamwood, Three Towers Residential, Disney, Buena Vista Pictures Travel Branding/City Branding, Toronto Unlimited, Visit California

  3. Lead Generation Experience PPC, Organic Search, PR, Direct Mail, Rented Lists/Print DM • Have managed $250k PPC budget for Rand Group, PPC and SEO/SEM specialist; • $1.4 MM total client marketing budget • Managed integrated marketing budget of $1 MM for technology / venture capital firm • Email and drip/nurture campaigns; have won 4 awards for clients • 25% open rates, 5-10% CTR average, 12% email CTR • Microsoft lead generation DM campaign (print publications, leads for DM campaign for seminar business), at Ogilvy & Mather, 250k/pieces month • Managed $5k/month PPC campaign for industrial equipment manufacturer

  4. Branding, Identity Marketing Project/Launch Experience

  5. Setting the Context: Tourism Industry

  6. Overview Of National Tourism Indicators Tourism Activities in Canada Domestic Tourism Expenditures $23.1 Billion +6.8% $17.5 billion +6.0% Tourism Employment Tourism’s Share of GDP in Canada 735,100 jobs +2.1% 2.03% (Q2 2017)

  7. Where does Canada fit in, globally? FRANCE ITALY INDIA THAILAND UNITED STATES

  8. World Tourism Organization Data 2016

  9. Change in International Tourist Arrivals for Top Ranked Destinations

  10. World Tourism Organization Data 2016

  11. LEAD GENERATION Who are the target customers? https://www.destinationcanada.com/en/global-tourism-watch Develop Traveller Personas International, USA, European, Asian Lifestyle, Active, Experiential, Adventure-seekers, Relaxers, Nature-seekers, Millennials, Lead nurturing for a 3-6 month buying cycle (from awareness, consideration to purchase, and evangelism) PPC/SEARCH, LIST SOURCES, TRAVEL SITES/PUBLICATIONS OPTIMIZED FOR RESPNSE RATES, COST PER CONVERSION Establish KPIs – CPA, CPL, CPS, Conversion Rates, CTR

  12. TRAVELLER

  13. Where are they coming from?

  14. P P P P ASS Prioritize and Focus on most profitable segments ASS ASS ASS Focus on key markets, leverage Destination Canada and Destination BC marketing dollars USA, UK China France, Mexico Australia, Germany, India, Japan, S. Korea Brazil

  15. Where are Americans going? Market Highlights • Slow to recover from 2009 financial crisis • Growth accelerated in last 3 years • 75.5 million outbound trips in 2015 • Canada is 3rd most popular regional int’l destination (after Mexico and Europe), capturing 13% of total international arrivals by Americans in 2015. WORLDWIDE TRAVEL

  16. Change in International Tourist Arrivals for Top Ranked Destinations • Arguably, Destination Canada and Canada in general is not doing well at marketing tourism. • Perceived as “boring” by Americans – tourism research • Canada’s reputation for natural beauty and spectacular scenery resonate more among older visitors and less with millennials • Active/Extreme activities successful with Squamish Tourism • Issues of bypassing or overcoming a Country-Brand and addressing desires of global tourism perceptions.

  17. Key Strategic Marketing Positioning Questions How do you overcome Canadian marketing weakness as a destination? How do we leverage Destination BC and Destination Canada and leapfrog past their deficiencies in tourism marketing? Can Fresh Tracks help rebrand Canada towards a more exciting destination for Americans and global tourists and yet not abandon it historic image of natural beauty? Can we do both?

  18. Once Canada is selected by a tourist, what are the most popular destinations? (TripAdvisor, Traveller’s Choice Awards, 2017) Vancouver Whistler, BC Quebec City Montreal Toronto Canmore, AB Kelowna, BC Niagara Falls Cape Breton Island, NS Stratford, ON

  19. Total International Arrivals To Canada

  20. FreshTracks Marketing PPC/Lead Gen, Timeline Optimization PPC & Lead Generation Scheduling

  21. Lead Generation / Sales Funnel in Canada as a Tourism Destination Consider Set Top of Mind Awareness Select/Buy Interest Evangelize Interest in Canada – Destination Canada, Tourism BC, Natural Beauty, Culture, Cities Activities, Consideration Set, Prices, Logistics, Full Evaluation against other alternatives General awareness of Canada as a country open for tourism Specific criteria that are fundamental to needs of buyer Exceptional experience, word of mouth, re-visits

  22. Improve Website and Mobile User Experience

  23. Improve Site Rank / Domain Authority (inbound links)

  24. Improve Site Rank / Domain Authority (search from Vancouver)

  25. Improve Site Rank / Domain Authority (from Seattle, WA)

  26. Summary: Take Fresh Tracks Marketing To The Next Level • Strategic Segmentation – USA, then rest of world • Don’t be boring. Excitement. Millennials. • Remember, they are sensitized to violence. • Promote fun and SAFE. • Sense of humour. • Upgrade/Revitalize Branding • Identity, Logo, Color Palette for conversions; a/b/N test • Lead Generation – customize offers to each segment • Global PPC (language specific, not just English) and improve conversion rates • Create compelling offers, CTAs and test • Squeeze Pages, SEO/Organic, Improve Site Performance • Optimize/reduce marketing costs (PPC)

  27. THANKS FOR YOUR CONSIDERATION

  28. Backup slides/extras.

  29. Fresh Tracks Identity, Naming Confusion with a Hunting Tourism?

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