TOUR 409 Tourism Marketing PDF

+ Tourism Marketing 409 Introduction to Tour 409 Definition of Tourism Marketing + Welcome…... Here’s Me…. ◼ Corinne Wilkinson, MBA, CDME, CAE ◼ Six years with Tourism Calgary ◼ Vice President, Marketing, Sales and Servicing ◼ Travel Alberta, 2-year contract ◼ 2010 Winter Olympics ◼ White Hat Hospitality ◼ Grass roots tourism marketing company ◼ Contracts and Clients ◼ Queen’s University MBA ◼ CAE “Certified Association Executive” ◼ Marketing Management, U of C ◼ CDME – Certified Destination Management Executive ◼ Have taught Tour 409, Tour 499, Tour 309 Block Week + My Own Company Experience ◼ Grassroots tourism – found a niche so I started my own company called White Hat Hospitality ☺ ◼ Work such as: Stampede, Canadian Badlands, Festivals around Alberta, large and small scale event planning, building partnerships, new tourism product development such as “Canmore Uncorked” culinary festival, tourism marketing for destinations, teaching and volunteer work, Calgary Zoo fundraising events, Dragon Boat Festival, Tsuut’ina Nation and 7 Chiefs Sportsplex. ◼ Tourism is a leveraged industry built on partnerships. It is virtually 100% relationship based – face to face is CRITICAL. All my work has been thru referrals – that’s how important my network is – you will likely find the same so always be working on building your network! + Did All My Education and My Tourism Experience Keep Me Employed Through COVID-19? ◼ Sadly, No ◼ I had built a strong five-legged stool of work that included tourism marketing, event planning, tourism product development, sponsorships/fundraising, and creation and sales of tourism packages. Also was teaching two courses. ◼ Not one of these revenue streams was ever meant for two people, standing six feet apart ☺ + So What Does a Tourism Experienced Person Do During a World Pandemic ◼ Volunteer at the Food Bank every Monday starting March 2020 ◼ Hired on at Superstore April 2020 – the only hiring happening was with essential services, so I either became a nurse/doctor (NOT), a truck driver (NOT) or a grocery store employee ◼ Sometimes life throws a curveball – just remember to ALWAYS be resilient and look around for any other options as foreign as they are to you. Volunteer. Help out where you can. In the case of a pandemic, be smart and vigilant about staying healthy. ◼ Be flexible and keep your eyes and ears wide open ◼ BE CREATIVE and PROACTIVE + Here’s why you build a network and maintain your relationships ◼ The General Manager of the Grey Eagle Resort and Casino called me in July 2020 and asked if I would help market the new 7 Chiefs Sportsplex & Chief Jim Starlight Centre on the Tsuut’ina Nation. How did I get the call? ◼ One of the newest and largest sportsplex venues in western Canada. ◼ A world-class venue that has the ability to host regional, national, and international sporting competitions. NAIG 2027! ◼ Then again in July 2021 – a five-month summer contract with the Calgary Zoo to plan and execute evening events. ◼ The Lesson? Never ever give up. Always keep your relationships top of mind, always keep in touch in creative ways, always stay positive, and always stay open to new things you have never done before. ◼ You are your own air traffic controller! + What does a world pandemic do to tourism? ◼ This is a MASSIVE topic in a tourism marketing class ◼ We will dedicate some time to it for the purpose of better understanding the effect both positive and negative situations can have on the tourism industry. + How Does Mother Nature Affect Tourism? ◼ Examples of “good affects” ◼ Examples of “devastating affects” ◼ How does the tourism industry react in either case? ◼ How do travelers react? ◼ What’s most important to the destination? + My travel experiences – in case you have questions on these places ◼ Europe – Holland, England, France ◼ SE Asia – Nepal, Thailand, Vietnam ◼ Africa – Tanzania, Kenya (Mt. Kilimanjaro) ◼ South America – Paraguay, Ecuador, Costa Rica ◼ Mexico – Iringa, La Paz, Cancun ◼ India – Pondicherry (south), Rajastan (north), Kerala, Hyderabad, Jaipur ◼ USA ◼ Chile, Patagonia ◼ Argentina, Antarctica ◼ Canada + Volunteer Vacations ◼ Most “developing” destinations visited are a result of working with Habitat for Humanity and Global Volunteers ◼ Nepal ◼ Tanzania ◼ Paraguay ◼ Mexico ◼ USA – New Orleans ◼ India ◼ Chile + My Philosophy on learning ◼ Life-long learning is critical ◼ Your professional network will be as important as your academic studies ◼ Soft skills and team work as important (if not more important) as textbook knowledge ◼ Mix your other interests with compulsory courses ◼ Travel is one of the best forms of learning, hands down ◼ Education teaches you to analyze situations and ask the right questions – not necessarily give you an immediate or sure-proof answer ◼ Education gives you professional independence – what is this? ◼ I have many years of business experience - I am happy to be a resource – please keep my company email handy: [email protected] + Course Outline ◼ Material covered will be combination of class discussions, guest lecturers, and shared experiences. (No textbook – it is strictly optional) ◼ Grade assessed as follows: Midterm 30%, Group Project 30%, Final Exam 40% ◼ Class participation expected and appreciated - learning works two ways ◼ Guest lecturers – meet my network and respect the time they are giving you. Ask questions of them – that’s why they are willing to share their experience with you. + Course Assessment ◼ Midterm: Short written answer where you will need to apply course content in a creative way. ◼ Final: True/False, Multiple Choice - Cumulative ◼ Please do not simply memorize power point slides. You need to tell a story around the content you are learning. Apply your knowledge, don’t memorize my words. ◼ Group Project : Learn about a destination and apply concepts learned in the course. Guideline will be provided. ◼ Teams created by end of September – so start thinking about your team make-up – likely 6 people. Good idea to blend skill-sets so do get to know each other! Group projects presented and handed in on last two nights of the course + Sources of Tourism Information ◼ Web sites: ◼ Destination Canada (markets Canada) ◼ Travel Alberta (markets Alberta) ◼ Travel Industry Association of Canada – the advocate for our country’s tourism industry (TIAC) ◼ Tourism Industry Association of Alberta – the advocate for our provincial tourism industry ◼ Tourism Calgary and other destination sites (almost every destination has a local tourist bureau or visitor centre) ◼ Travel Media Association of Canada (TMAC) (travel media are critical to marketing a destination – we’ll learn more about this) ◼ There are thousands of sites that will help you in this class. Travel was one of the first adopted uses of the internet! + How to Reach Me Corinne Wilkinson [email protected] for Tour 409 [email protected] for any personal emails such as help with a resume, future reference letter, post-course “keep in touch”, etc + Your turn… ◼ How many, when you registered, knew what tourism marketing was? ◼ How many interested in a career in tourism? ◼ How many interested in a career in marketing? ◼ Howmany have traveled outside your home country? Where? ◼ How many intend to travel extensively in the future ◼ Where are you most interested in traveling to? ◼ What is your main purpose in traveling? Do you think it changes over your lifetime? + Take a Break! + Time to Meet Each Other ◼ Your network now will be an important network for life ◼ While what you know is important, who you know often leads to more opportunity as my contracts at 7 Chiefs Sportsplex and the Calgary Zoo - and most of my previous contracts, demonstrates ◼ Take extra time to meet exchange students joining us. And exchange students – take extra time to meet local students. You can be friends for life and share travel experiences, have people to travel with and places to stay! + Issues in Tourism Marketing ◼ What do you consider some of the top issues facing tourism? ◼ Classify as "good" for tourism, ”challenging" for tourism. ◼ What are some of the most important things you consider when you are planning a trip? ◼ What are some of the ways you research for your trip? ◼ What do you think the destinations look for in tourists? + OK, let’s get into it…..What exactly is Tourism Marketing? ◼ What is it (as it relates to Tour 409?) ◼ What is it not? (as it relates to Tour 409?) + How Do You as a Traveller Decide… ◼ Where to visit? ◼ Where to sleep when you get there? ◼ What to see and do? ◼ What/where you eat? ◼ How far from where you are staying are you willing to venture around? (hub/spoke concept) ◼ This course will help you learn about how destinations are marketing to you, why they want you to visit, and why you might put them on your travel bucket list ☺ + How Do You Move from Thinking about a Trip to Actually Booking ◼ Book your transportation? ◼ Book your accommodation? ◼ Book things you want to see or visit? ◼ Make recommendations to friends and family? ◼ Share a great experience? ◼ Share a not-so-great experience? ◼ Travel responsibly? + Who Do You Think is Marketing to You When You Travel? ◼ Who is responsible for marketing a “place”? ◼ Tiered effort ◼ How is marketing a place different from marketing a product or a service? Who benefits when you travel? ◼ Economic impact for the destination ◼ How are destinations getting you the information? ◼ Tourism marketing continues to see dramatic change ◼ Tourism Marketing 2014 vs 2024 ◼ MASSIVE changes in tourism marketing have taken place and continue to evolve. Discuss what you think these changes are. + Tourism Defined ◼ Formal Definition ◼ Minimum distance traveled 80 km, spending money on goods and services ◼ Two Ways ◼ Inbound ◼ Outbound ◼ Motivations to travel – why do people travel? ◼ Leisure/Pleasure ◼ Business ◼ Sports/Recreation ◼ Visiting Friends and Relatives (VFR) ◼ Other – ie medical, personal business to take care of (ie rural families meeting with city lawyers, etc) ◼ Family emergency medical situations ◼ Ronald McDonald House – still tourists in formal definition + Take a Break! + Destination Management Organizations (DMO) ◼ Who is largely responsible for marketing a destination? ◼ The role of a "DMO" ◼ What types of projects does a DMO do? ◼ Who does the DMO market to? ◼ The difference between business tourism and leisure tourism ◼ Tourism Calgary is an example, as is Tourism Banff/Lake Louise + Key Summary ◼ Outline and Course Expectations ◼ Start building your network for life ◼ Definition of tourism marketing ◼ Who is responsible for marketing a destination ◼ Why do people travel? ◼ Who is marketing to you? ◼ Why are they marketing to you? + What I learned in business…. ◼ Volunteer! ◼ Show you are energetic, interested and a “good corporate citizen” ◼ Build a network of like-minded people and/or professional contacts ◼ Can be a foot-in-the-door to paid work ◼ Introduce yourself, get involved, don’t be afraid to “get your hands dirty” no matter how small the job seems (stuffing registration kits, wayfinding…) ◼ Stay connected with the organization after you volunteered ◼ In Calgary particularly, it is an honour more than an obligation – you can wait years to serve on a Stampede Committee! ◼ Calgary is one of the best-known cities in North America for its volunteers. Many organizations are used to paying for what Calgarians eagerly will do for free (Just for Laughs, JUNOS, PGA, LPGA, Folk Fest, World Junior Hockey, Rogers Charity Classic, and many more) ◼ Worldskills had 4,000 volunteers and LPGA had over 1,400. World Junior Hockey had over 1,500. Calgary is a city of volunteers and we love the opportunity. Never forget it might open other doors for you because of the people you might meet. University of Calgary Sept 10 2024 A long time ago in a galaxy far, far away... SYSTEM (PLAN) TEAM LEADER (PEOPLE) SYSTEM Answer: Six questions to make you a better leader! LEADER TEAM Answer: Discover: There are What makes a only four types of great leader? people in the world! WHAT MAKES A GREAT LEADER? LEADERSHIP TRAITS (according to cutting edge journals) Have Vision Earn Respect Display Passion Stay Curious Be Decisive Give Employees Time Be A Team Leader Don’t Take It Too Serious Have Character Be Focused Plus another Face Challenges Communicate couple dozen Win Trust Be Honest or so… Be Authentic Empower People Reveal Your True Self Maintain Values Seek Feedback Be Resilient Find Balance Reward Achievement Provide Motivation Think Long Term Solutions Effective Leadership is not about making speeches or being liked. Leadership is defined by results not attributes. - PETER DRUCKER A Leader’s singular job is to get results. - HARVARD BUSINESS REVIEW SO HOW ARE WE DOING? Anecdotal evidence on skill transfer suggests that barely 10% of the $200 billion annual outlay for corporate training and development delivers concrete results. HARVARD BUSINESS REVIEW The Future of Leadership Development, March, 2019 WHAT ARE SENIOR LEADERS SAYING? More than 50% of senior leaders believe their talent development efforts don’t adequately build critical skills and organizational capabilities. HARVARD BUSINESS REVIEW The Future of Leadership Development, March, 2019 THE ROLES OF LEADERS ❖ Planning ❖ Organizing ❖ Controlling ❖ Staffing ❖ External Communications ❖ Internal Communications THE ROLES OF MANAGERS THE TOOLS OF LEADERS Planning Purpose Organizing Payoff Controlling Process Staffing People External Communications Progress Internal Communications Performances SIX MODULES (First Four) CREATING AN ACCOUNTABILITY MATRIX PURPOSE The Why CREATING AN ACCOUNTABILITY MATRIX PURPOSE PAYOFF The Why The What CREATING AN ACCOUNTABILITY MATRIX PURPOSE PAYOFF The Why The What PROCESS The How CREATING AN ACCOUNTABILITY MATRIX PURPOSE PAYOFF The Why The What PROCESS PEOPLE The How The Who ADDING THE QUESTIONS PURPOSE PAYOFF What does success look Why are we here? like? PROCESS PEOPLE How do we get there? Who does what, when? PROGRESS & PERFORMANCE PURPOSE PAYOFF Big Goals PROCESS PEOPLE Individual Goals PROGRESS & PERFORMANCE PURPOSE PAYOFF Progress - Company Goals PROCESS PEOPLE Performances - Employee Goals PROGRESS & PERFORMANCE Progress - PURPOSE PAYOFF How are we doing? Performances - PROCESS PEOPLE How are you doing? SIX QUESTIONS TO MAKE YOU A BETTER LEADER PAYOFF PURPOSE PROGRESS What does success Why are we here? How are we doing? look like? PROCESS PEOPLE PERFORMANCE How do we get Who does what, How are you doing? there? when? THE ORDER OF THE SIX QUESTIONS 2. PAYOFF 1. PURPOSE 6. PROGRESS What does success Why are we here? How are we doing? look like? 3. PROCESS 4. PEOPLE 5. PERFORMANCE How do we get Who does what, How are you doing? there? when? POST U OF C EMPLOYMENT PURPOSE PAYOFFS PROGRESS Upon graduation, secure a 1) Pay Reflect & update as you go fulfilling position in my field 2) Benefits 3) Freedom 4) Experience PROCESS PEOPLE (Suggested Dates) PERFORMANCE Research electronically - You - You Action off line - Pts of authority - School, celebrity (July 5-15) - Prof’s, expert - Pts of influence - Industry, SME, (July 15) - Past employ - Pts of connection - Family, Friends (July 30) - Tap it! - Coffee week (Aug 5) - Advice … And now you have an Accountability Matrix. QUESTIONS? PEOPLE & PERSONALITIES PURPOSE PAYOFF The Why The What PROCESS PEOPLE The How The Who PEOPLE MODULE - FOUR BASIC TYPES Extravert Orientation Introvert Orientation PEOPLE MODULE - FOUR BASIC TYPES Project Focus People Focus Extravert Orientation Introvert Orientation PEOPLE MODULE - FOUR BASIC TYPES Project Focus DRIVER THINKER People EXPRESSIVE AMIABLE Focus Extravert Orientation Introvert Orientation TRADITIONAL BEHAVIORS OF VARIOUS PERSONALITIES Characteristics Types Expressive Thinker Driver Amiable Focus Big Picture Detail Progress Feelings Communication Summary Every possible detail Direct Soft Message Schedule Spontaneous Schedule/Routine Protected Open/Flexible Decisions Quick Slow Quick Opinions Problem Creative Methodical Singular Collaborative Solving Comfortable With People With Process Alone/Extroverts People/Introverts Orientation Future Now Project Potential People Potential To review, the material from not too, too long ago... (Exam material!) SIX QUESTIONS TO MAKE YOU A BETTER LEADER PAYOFF PURPOSE PROGRESS What does success Why are we here? How are we doing? look like? PROCESS PEOPLE PERFORMANCE How do we get Who does what, How are you doing? there? when? THANKS! AND MAKE IT A GREAT DAY! (Any questions most welcomed) + Tourism Marketing 409 Class 2 DMOs Types of Travelers Tourism Sectors + Welcome guest speaker tonight Joe Connelly ◼ Background includes telecom, food/beverage industry, tourism, politics, and most recently an author on the topic of leadership ◼ Will share a model for reaching results in a team – helpful for your group projects + DMOs Which stands for: Destination Management Organizations + Who is Marketing to You When You Travel? ◼ Who is responsible for marketing a “place”? ◼ Tiered effort: local, regional, national ◼ How do these organizations assess you as a traveler so they can best target you? ◼ Geographic market – not every country is a target for Canada ◼ Segmentation – does their product match your interest (demographics, psychographics) ◼ Travel Habits – does their destination match your travel habits ◼ Introducing science into the equation ◼ How are they getting you the information? ◼ Tourism marketing has seen dramatic change ◼ Online – information and booking engines ◼ Social Media – their posts, consumers responses ◼ Bloggers/Writers/Top 10 Lists ◼ Traditional Media ◼ Earned Media ◼ Referrals ◼ Loyalty Programs ◼ Tremendous changes in tourism marketing have taken place and continue to evolve. + Destination Management Organizations - DMO ◼ largely responsible for marketing a city destination ◼ The role of a "DMO” (Destination Management Organization – ie Tourism Calgary) ◼ The role of a “PMO” (Provincial Management Organization ie Travel Alberta) ◼ Who does the DMO market to? ◼ OTHER DMO EXAMPLES: I LOVE NYC, LAS VEGAS TOURISM, EDMONTON TOURISM, BANFF LAKE LOUISE TOURISM ◼ Most places that have something to offer tourists have an organization responsible for marketing it + CHOOSE A CITY ◼ Choose a City’s official tourist and convention bureau site – their DMO’s site ◼ What are the top 3 things they want to impress upon you as a potential traveller to their region? ◼ How are they doing this? (ie photos, videos, packages, recommendations of what to do, location descriptions, last minute deals, Top 10 lists – other?) ◼ Are they using sound and colour that in your mind best describes or represents the destination? Is it working on your “emotions” of that place? ◼ At first glance, does the way they portray their destination seem to match what you think about that place? + Types of Travelers + Types of Tourism – Reasons Why People Travel This could be the structure of a DMO Sales Team Business Leisure Sport/Recreation Major Event(Culture/Arts) Meetings Travel Participants/ Participants/ Trade Coach/Docs Artists Conventions Consumers Spectators Spectators/ Fans Incentive Fully Media Media Travel Independent Remember – travel reasons might also include medical and visiting friends and relatives + Sports and Recreation Tourism ◼ Focus on two types of sport tourism: ◼ #1: National/International Competitions ◼ Olympics ◼ World Cup Junior Hockey Championships ◼ World Police and Fire Games ◼ Tim Horton’s Brier ◼ Grey Cup ◼ PGA (Professional Golf) ◼ Rogers Charity Classic PGA ◼ NHL, CFL, NFL, NBA, etc…. ◼ Stanley Cup – Why is it different to a host city than a Grey Cup and how does that affect tourism marketing? ◼ Benefits ◼ Brings competitors, officials, coaches, parents, family/friends, medical staff ◼ Attracts spectators – out of town spectators may buy hotel rooms, eat out, visit other locations ◼ Attracts media that promotes destination (Vancouver during Olympics – good, Vancouver during Stanley Cup 2011 – not so good) ◼ Earned Media is an investment by the DMO or PMO into future visitation (more on that later) + Sports/Recreation Tourism ◼ # 2: “Little League” Sports ◼ Competitive tourism business but usually on a smaller scale ◼ Hockey, soccer, gymnastics, baseball, ringette ◼ Often younger age competitors – How does a young player tournament still cause a very significant tourism economic impact? ◼ Benefits ◼ Brings competitors in masses (Circle K Midget Hockey) ◼ Often involves families, extended family, and friends ◼ Causes “spill over” effect to other tourism stakeholders (ie daughter plays hockey while rest of the family goes to the zoo, shopping, eating, museums, other events in the city, etc.) ◼ Entire team and families/friends consume meals, not just one young athlete ◼ Tends to be weekend driven so good opportunity to fill hotels in slower time for Calgary, especially if it is a winter tournament ◼ Why might Banff not be quite as excited about this business? + Major Events Tourism ◼ Similar to Sports and Recreation in terms of tourism, but a different focus in terms of who is coming and who is attending. ◼ Often classified as "cultural” event or celebrity ◼ The event participants: ◼ Artists/Musicians/Famous Celebrities (Cirque de Soleil) ◼ Festivals, Concerts, Award Shows (JUNOS, CCMAs) ◼ Large religious events ◼ Their entourage, set up crew, make-up, publicists, personnel usually accompany the tour ◼ Stage and set producers, lighting, sound, audio visual ◼ Picture what Edmonton likely gained from the P!NK concert Aug 31 ◼ Ticket holders attend ◼ Media depending on the event (a lot for the JUNO’s, less for a festival) + Examples of Sports and Major Event Tourism ◼ Adele in Vegas , Katy Perry, P!NK (concerts) ◼ New facilities like the Vegas Sphere, opened with U2 ◼ FIFA, Superbowl, PGA (sports) ◼ JUNOs, Canadian Country Music Awards (awards shows) ◼ Cirque de Soleil travelling show (entertainment shows) ◼ Across Broadway (Touring theatre performances) ◼ Major Festivals/Events/Artists that are touring + Tourism Sectors What is a sector? How do sectors work together? + Tourism Sectors – what is considered a sector? ◼ Accommodation – need somewhere to sleep ◼ Transportation – air, rail, ship, vehicle, RV, bike & barge, etc – need to move to/from places – that’s what defines a tourist ◼ Dining/Food Services – need to eat ◼ Night Life/Pubs/Casinos – looking for entertainment ◼ Retail/Shopping – souvenirs, shopping ◼ Attractions – want something to do ◼ Activities/Entertainment/Arts/Culture – want to learn, experience, do hands-on ◼ City Sport teams (Calgary Flames) and Major Events – want to be a spectator ◼ Festivals – want to be (often) culturally immersed ◼ HINT: any business that attracts tourists and their wallets can be considered to be a part of the tourism industry. They probably fit into one of the above sectors. + Calgary Case Example: The New Event Centre to replace Saddledome ◼ Why is it incredibly helpful for tourism that Calgary’s five professional teams of NHL hockey (Flames), CFL football (Stampeders), NLL lacrosse (Roughnecks), AHL (Wranglers) and WHL hockey (Hitmen) are all the same owners? ◼ How many cities can boast five pro level sport teams? ◼ How will a new Event Centre affect tourism in our city? ◼ How else could the new Event Centre impact Calgary’s tourism numbers? ◼ What do you think should be part of a new Event Centre in terms of the building and surrounding area? ◼ Will it simply be a replacement for the Saddledome? ◼ Have you traveled to any “destination sporting event centres”? + Sectors ◼ Each sector is very important and often dependent on the next ◼ If the hotels are full usually so are the near-by restaurants. Taxis and ride-share drivers are busier, retail stores welcome new shoppers ◼ And vice versa…..which is why it’s key to focus on target markets that are sustainable and provide significant economic impact ◼ If you “catch a big fish” of tourism business, everyone wins or in other words “a high tide raises all ships”. Get a huge convention booked in downtown Calgary or at the new BMO Centre and there are many sector winners. ◼ Every big event contributes to our economy: ◼ Why would the World Juniors held 2011 in Dec/Jan have been so significant to Calgary? ◼ Who benefits from the Calgary Stampede? ◼ When we host Grey Cup (Football), who are some of the big winners in terms of increased business? Why? ◼ What do you think the Calgary Flames Run for the Cup did for Calgary (way back in 2004)? ◼ Do you know what happened to NHL in 2005? And subsequently to local tourism? ◼ What did the 1988 Calgary Winter Olympics do for our city? + The Basics of Tourism Marketing If you are a destination or DMO ◼ Identify your tourism product(s) and infrastructure. Do you have product for leisure travellers? Business travellers? Can you house large sports and major events? Are you attractive to film producers? Do you have large medical facilities? Do you have world-class sport facilities, a large convention centre, a professional sporting arena? ◼ Identify your audience and the type of traveller(s) you can attract. Is your destination more appealing to 20 something ages, 70 something ages or somewhere (or everywhere) in between? Are you fortunate enough to offer something to multiple demographics? If so, how do you manage your marketing? ◼ Can you attract more than one type of traveller? More than one demographic? More than one psychographic? ◼ Create your marketing plan that makes sense for the product you offer and the best opportunity to generate revenue for all your sectors. ◼ Market to specific types of travellers – taking all of this into consideration, what type of travellers will you market to, and where will they come from. How will you reach them? How do they research their travel? + What I Learned in Business… ◼ “Always err on the side of preserving a relationship.” ◼ When all is said and done, it’s people who count. They will remember you and you will remember them – likely not an assignment you did. ◼ It is ok to ‘agree to disagree’ – but do it professionally and ensure you are having a discussion based on logic – NOT emotion. ◼ You will seldom need the piece of work you may have disagreed about, but the odds are good you will need the person or the relationship you worked with ◼ In other words – “never burn a bridge” ◼ Especially if you go into tourism – it is a very tight knit community in Calgary and across Canada and it is built on relationships. So don't destroy a relationship! + Tourism 409 Class #3. Tourism Product, Packaging and Seasonality. Introduction of Group Project + Tourism Sectors Review ◼ Accommodation ◼ Transportation – air, rail, ship, vehicle, RV, bike & barge, etc ◼ Dining/Food Services ◼ Night Life/Pubs/Casinos ◼ Retail/Shopping ◼ Attractions ◼ Activities/Entertainment/Arts/Culture ◼ Sport teams and Major Events ◼ Festivals + Hotels and Other Accommodation Specifically ◼ Hotels ◼ Motels ◼ Airbnb ◼ Hostels ◼ Camping ◼ Yurts/Glamping ◼ VRBO ◼ VFR + How accommodation type CAN affect tourism funding ◼ This slide is to prepare us for the discussion on tourism funding ◼ Hotels/Motels are generally the only two categories that charge and collect some type of hotel tax or destination marketing fee ◼ Airbnb, VFR, VRBO, hostels, camp sites do not collect an accommodation tax used for marketing the destination ◼ Can we assume this will never change? Why or why not? + Attractions – Things to See and Do ◼ Permanent attractions built with tourism in mind– Calgary Tower, Eiffel Tower, Calaway Park ◼ Live collections like a zoo, game farm, petting zoo often including baby animals ◼ Natural wonders such as Canadian Rockies, Northern Lights, Hoodoos, giant boulders, Grand Canyon, natural occurrences such as meteor showers, sun-eclipse, raging rivers. These can be enjoyed simply by looking at them, or by doing an activity at them + Types of Attractions…. ◼ Cultural such as museums, living cultural areas such as the Masai Village in Africa ◼ Religious monuments that a “celebrity status” might turn it into a tourist attraction such as the Vatican, churches where Royal family members are married or remembered ◼ Music or entertainment based – music festivals of all sorts such as Folk Festival, Reggae, Jazz, comedy festivals – generally involve live performers ◼ Theatres and live productions like Cirque de Soleil, Alberta Rosebud Theatre, Theatre Calgary, traveling NYC broad way shows like “Wicked” or “Lion King” ◼ Sport-based attractions – either permanent such as the Hockey Hall of Fame, or annual events such as the NHL All Star Game + Types of Attractions ◼ Archeological – digging for gems, dinosaur bones, gold- digging, opals – hands-on experiences ◼ Architectural attractions such as the landscapes and buildings of New York, Chicago and Boston. Vegas Sphere ◼ Historical attractions such as the Atlas Coal Mines, Frank Slide, Heritage Park where all displays are from the 1860s to the 1950s. A sharing of historical interests and importance to the community and/or society in general + Attractions in General ◼ Attractions can be very well known, and it seems everyone wants to visit because they know of it, read about it, heard about it from friends, etc ◼ But attractions can also be tiny local gems such as a quilting or yarn store in a very small community that has earned a tremendous reputation because of the quality and quantity of fabric, yarn, and supplies it brings in. In this case, quilters or knitters might make a weekend trip to shop at that store for a few hours. What can this destination do to cause a greater economic impact? ◼ Working ranches – where the main industry is ranching, but tourists are invited in for the experience – like a cattle round- up or helping care for the horses and cleaning stables + Attractions and Revenue Generating ◼ Some attractions are free ◼ Some have an entrance fee ◼ Many attractions have add-on revenue streams such as food concessions and gift shops, or special behind the scene experiences such as “feeding the giraffes” at the Calgary Zoo which charges a premium ◼ Some have introduced new events during new seasons so they can expand their revenue streams – ie the Calgary Zoo introducing Zoolights 28 years ago. How does Zoolights impact revenues? ◼ Some are user-pay such as our National Park Fees – the Kananaskis Park fee brought in during COVID (why?), Banff National Park Fee ◼ Some are by donation - leave a donation if you enjoyed your time and would like to help ensure the attraction can be sustained. Often on hiking trails + Spectating Attractions versus Participation Attractions ◼ Some attractions are meant to simply look at, enjoy, learn more about it, speak to a local for the history, etc. This might be learning how the hoodoos were formed or why the suspension bridge in eastern Alberta was built in the first place ◼ Other attractions are meant to be partially engaged such as a local cooking school where the school gathers all the ingredients, provides a chef, and you attend to learn how to cook ◼ And still others are meant to be fully engaged such as white water rafting thru the Grand Canyon, kayaking down a raging river, mountain climbing at Lake Louise glacier, bungy jumping – you are apart of it, and controlling your activity levels ◼ The level of involvement is extremely varied – tourists will choose to match their comfort level, interest, budget and time available. But will also think about safety and other factors + Attractions Bring Tourists ◼ Whatever type of attraction(s) your destination has, it has the potential to bring tourists. Maybe it’s a dirt road, but just needs some signage and you can turn it into a popular mountain bike path. Maybe create a mountain bike race that attracts international competitors and spectators ◼ The rails to trails conservancy where old railway tracks have been converted into multi-use pathways ◼ Freighter rides into Bute Inlet, BC – a combination of a working activity (freighter delivering heavy equipment) that invites tourists to join on their ship and offers casual overnight lodging and food. Freighters travel the Bute Inlet, generally uninhabited by humans, and virtually impossible for public to enjoy the area on their own + More fun examples ◼ Downhill Karting at COP a good example of using an existing steep hill ◼ Netherlands Bike and Barge trips, ride your bike all day, board the barge at night for dinner and sleeping, barge moves thru the night, you have a new area to bike the next day ◼ Dog-sled riding in the Yukon – major International competitive races with incredible sponsorship. This virtually started the tourism industry in the Yukon – snow, tracks, sleds and huskies + Attractions are pretty endless… ◼ As you can see, there are hundreds of different types of attractions – it’s really any reason that a tourist might want to visit or experience “something”, “somewhere” ◼ In Lloydminster, half the city is in AB and half in SK. You can walk the yellow line and literally “stand on the provincial border”. A popular photo opportunity ◼ Ecuador straddles the equator - you can stand on it and have your feet on either side of the equator. Another huge photo opp. The local area has capitalized on this, built a massive market nearby, and visitors enjoy the touristy area because of its geographical location ◼ If there is something in your destination that you can turn into a tourism attraction, wearing your tourism hat – DO IT! ◼ But beware, what are some major considerations? + Discussion ◼ Out of the chart of different travelers, let’s consider only independent leisure travellers, look at how psychographics affects the tourism industry and how product becomes important as to what’s available and offered. ◼ Using what you now know about sectors and travellers, build a weekend package. Consider the budget your age group would normally have available for travel. But don’t worry about the actual costs. ◼ Considerations: ◼ Psychographics ◼ Travel patterns ◼ Seasonality ◼ Trends ◼ Budget available for travel ◼ When can this group best travel ◼ What is the ideal short trip for the age group you have? + Group Project Explained ◼ Groups of five or six ◼ Groups will be posted in D2L – if you aren’t in a group by end of class, I will assign you one by next week. Take time to meet each other and get into groups now. ◼ Start an initial discussion about a location – anywhere in the world. This does NOT have to be decided tonight ◼ There will be options you have to direct/complete your project (template will be posted on D2L). ◼ Can be leisure, business, sporting, or creating a new event that attracts tourists. Your team’s job is to take all you are learning from this class and build a trip that will attract tourists to a destination. You are all tourism marketers + Take a Break! + Some Examples of Tourism Product or Opportunities ◼ Sport Tourism Event based ◼ Events that the public may wish to attend that can be “packaged” up for a vacation or mini getaway (Learn to Ski) ◼ Professional sports (Flames home games or Flames road games like a California package, or aHeritage Classic game) ◼ Annual sporting event (Super Bowl, Grey Cup) ◼ Sponsored sports (Tim Horton’s Brier, Red Bull Crashed Ice) ◼ Destination specific (Blue Jays Baseball – Canada’s team) ◼ Sport-specific for avid fans (Tour de France, America’s Cup, Masters in Golf) ◼ Others? + More Tourism Product…. ◼ Arts and Culture based ◼ Based on art (visiting museums, studios, etc) ◼ Based on architecture (Chicago, New York, Europe) ◼ Based on “historial rumours” – Ghost Tours ◼ Based on history (historical events such as milestone years in history, celebrating sites for war victories, etc) ◼ Based on heritage and culture (Blackfoot Crossing, Cowboy Trail) ◼ Festivals (thousands of them) ◼ Cultural experiences (hands-on opportunities to learn something from another culture – basket weaving, wooden carvings, pottery making, beading, wine-making) ◼ Indigenous experiences + And more… ◼ Culinary tourism based ◼ Food tastings ◼ Wine, beer, spirits tastings ◼ Farm-based, explore very local cuisine (ie the local garden – farm to fork) ◼ Experiences like outdoor long table dinner for 150 people, progressive dinners, dinners in the fields, Diner En Blanc ◼ Cooking lessons, often with well-known/celebrity Chefs ◼ Combining cultural with culinary – Indigenous culinary lessons, making Bannock, etc) + And still more…. ◼ Outdoor Adventure/Exploration/Learning ◼ Annual festivals to celebrate a time of year (Waterton Spring Flower Festival (April) and Mountain Wildlife (September) (Jthese were lost over COVID unfortunately, but good examples of how they expanded their busy summer season ◼ Fall hiking weekends to see the Larch trees turn yellow ◼ Cruises in eastern Canada and USA to see the Fall Colours of the Maple Leaf trees (very popular!) ◼ Banff Winter Festival and ice carvings ◼ Jasper Dark Skies Festival + Canmore Uncorked Case Study ◼ Example of a Culinary Festival created ◼ White Hat was asked to create a culinary festival for Canmore ◼ Proposed for April each year – why? ◼ Needed to be created in stages: ◼ Assess “culinary” inventory in Canmore ◼ Develop a 13-day schedule of “what could be” (research!) ◼ Town Hall meeting of all restaurant owners, pubs, coffee shops, retail specialties selling culinary supplies and food ◼ Secure commitment from those who would have to deliver the festival experience – we can create the model, the restaurants are critical partners to deliver the experience ◼ Sign-ups to participate in the festival ◼ Marketing a brand new event, 13 days long ◼ Execution ◼ Contesting ◼ Measure success of a new festival when it’s over + Canmore Uncorked – What did it end up looking like? ◼ Prix fix meals at three different price points – restaurants self-selected their category ◼ Long table dinner for 150 people down main street ◼ Progressive dinners by foot, bike, and shuttle bus ◼ Sunday brunches ◼ Wine tasting, whiskey tasting ◼ Gala evening of Chef’s creating a mea to composed music ◼ Eat a main course in the complete dark ◼ Traveling musicians accompanied walking tours to restaurants + Tourism Benefits of Canmore Uncorked ◼ Increased restaurant sales ◼ Increased awareness of restaurants and their menus ◼ Hotel rooms booked by tourists ◼ Residents and tourists alike experience the “character” of Canmore ◼ Pulls the restaurant community together – while competitors, they work for the larger common good of promoting culinary experiences in Canmore as a mountain destination ◼ Extensive marketing and contesting promoted Canmore overall + What to do with all this product? ◼ Package it! ◼ Create one-stop shopping for residents and tourists to experience a mini getaway – often designed for weekends – why? ◼ Sports enthusiasts will buy sporting packages ◼ Foodies will buy culinary packages ◼ Cultural/history buffs will buy packages where they can learn more about their interest ◼ Arts community will buy getaways where they can learn more about art, or experience it themselves at festivals and events ◼ Avid outdoor enthusiasts will buy outdoor adventure packages ◼ Science enthusiasts will buy festivals/events where they can learn more, and hear from experts in the field (Dark Skies) + Packaging Tourism Product ◼ What it is ◼ Why do it ◼ Who is often the “leader” in building packages? ◼ Funding ◼ Themes ◼ Seasonality ◼ Budgeting ◼ Measuring + Packaging for Travellers ◼ Makingit easy for a consumer to “one stop shop” a getaway or vacation ◼ Needs to be an attractive deal – sell the benefits not the features. What’s the difference? What are some hotel benefits vs features? ◼ Price is not always the motivator, but often ◼ Helpfulto follow any current trends – something you think people will buy because it’s currently the “cool” thing to do Examples? ◼ Needs to be designed for certain demographics and interests. Not every tourist will attend a festival of heavy metal music or sleep outdoors in a tent + Why Package Tourism Product? ◼ Helps all tourism partners sell more – examples? ◼ Makes it enticing- a good package can plant the idea of visiting a destination and returning in the future ◼ Makes it easy to decide ….. And to buy. A package has done the research homework for a potential traveler – they see what’s included and can often make a quick decision on if they will buy that experience or not ◼ Helpswith “low season” and “shoulder season” – what is this again? + When Packages Work Best ◼ Asan operator or a DMO, build packages that work specifically for slower times in the season – you will get more support from all partners – why? ◼ What does this mean for the traveller? ◼ What’s the national or international economy doing? When travel is reduced (ie due to increased terrorism, poor economies, a pandemic, a fire or flood) – the destination may go on sale. What makes your package more enticing than others in stiff competition? ◼ What are some package examples you know of? + Check these out ◼ https://www.travelalberta.com/things-to-do/whats-trending ◼ http://www.banfflakelouise.com ◼ http://www.tourismgolden.com ◼ https://exploreedmonton.com/things-to-do ◼ https://www.marriott.com/en-us/hotels/yyckk-kananaskis- mountain-lodge-autograph-collection/experiences/ ◼ Do some personal research ☺ + Who is often the originator in creating the package? ◼ For a destination it might be the DMO such as Tourism Calgary ◼ For a hotel specific package, it is usually the sales team ◼ There are many logistics for an individual attraction sector member (ie the Calgary Zoo) to do on their own. So, they look to the hotels or DMO to initiate it ◼ Calling other partners ◼ Convincing them to work together ◼ Pricing it all out ◼ Designing it ◼ Marketing it ◼ Measuring it ◼ Packaging is a lot of work! And can be very expensive if they don’t sell. Make sure it’s a package that WILL sell. + Themes of Packages ◼ What makes sense for your destination specifically? (Sports, shopping, culinary, festivals, attractions, outdoors, history) ◼ Is it a special time of year? Or a special event? ◼ Summer, Winter, Back to School Shopping, Christmas shopping, festival season, culinary, is there a major event happening? ◼ What can you put together that will be affordable and desirable ◼ Hotel Christmas Packages with shopping gift cards from retail partners ◼ Do you have enough product and partners to build a themed package? Ie Halloween weekend ghost tours. ◼ What are the current trends of what people like to do? ◼ What demographic are you designing this for. Ie a seniors package is very different from a university student package + Trends of Packages ◼ Think in detail about what you are offering: ◼ Volunteer Vacation experience ◼ Learning/Experiential experience ◼ Eco-tourism experience ◼ Outdoor Adventure ◼ Relaxation, Health and Wellness ◼ Social Implications – Helping destinations after a hurricane, Red Cross trips, Save the Animals trip, Doctors without Borders, destinations following a tsunami, helping in the Ukraine ◼ Seniors Excursions ◼ Extreme Sports or Extreme Wellness (ie not speaking for 10 days) ◼ Culinary ◼ Crafts/Arts Experiences ◼ Travelling to attend an event: Ottawa 150th Birthday of Canada + Logistics of Packaging ◼ Whatdo you have to pull together, and how do you bundle it up? ◼ For example, if offering snow shoeing experience, how do you get the snowshoes to the visitor who bought the package? ◼ If a hockey game package, who gets the game tickets, where are they delivered, how are they delivered to the end customer in the hotel ◼ If your package includes dining, where? How much is included? How do they get it? Gift cards? ◼ LOADS OF LOGISTICS AND IT ALL HAS TO WORK in order to be a great experience for the traveler + Seasonality – What is it? ◼ Two Types of Seasonality when we talk tourism: ◼ Weather seasons (if applicable - when do people want to visit you – what months? Do you have a hurricane season? A monsoon season? Extreme temperature fluctuations, Summer/Winter, can you take advantage of the Fall Colours like the eastern coast cruises, bird-watching cruises) ◼ Occupancy Season – refers to the hotel or destination’s “season” as it describes how “busy” they are: ◼ Low occupancy season ◼ High occupancy season ◼ Why does this matter? ◼ What is the difference? + Seasonality ◼ What seasons are you packaging for and have you taken into consideration what else is available at that time ◼ Consider time of year themes. ◼ Halloween Parties and Costumes ◼ Ghost Walks and Stories (are you famous for ghosts?) ◼ Christmas Crafts and Cooking Packages (Jasper’s Christmas in November) ◼ Easter Bunny Adventures for the Whole Family ◼ You need to know what you are competing with ◼ Is there a major event that you can combine into a package? (Oktoberfest, New Orleans Jazz) ◼ When designing packages, this should be one of the first considerations – is there a season that makes sense for your destination? Are you well-known for something? + Measuring Success from the destination’s point of view ◼ Knowbefore you start what defines success – how many packages do you want to sell? ◼ How do your partners measure success – make sure everyone is in agreement since this is a new consortia ◼ How are you going to measure sales? ◼ Separate code number for a package ◼ Coupon redemption (hard to enforce) ◼ What do you do with coupons or tickets left over (ie the Calgary Flames Hockey tickets) – a major consideration so you are not charged for unused tickets. Once the puck drops, the ticket value is lost ◼ Consider limiting your packages and when you offer it – ie when the Flames tickets are gone, the package is sold out even if other components like restaurants are still available + Measuring success from the traveller’s point of view ◼ Can you survey them on their experience? ◼ Where did guests come from – measure your reach (by postal code when they book/pay for the package) ◼ Can you start an opt-in communication with them that you send information on future packages and exciting adventures (build a customer database) ◼ Would they refer your package to others – a ranking question ◼ Social media monitoring – comments made and responses + Are you a package traveller? ◼ Would you consider looking at a package for your next weekend getaway? ◼ What are the important things you would look for? ◼ Are you doing it to reduce the hassle? Or because the package is something you can’t put together yourself? Or because it costs less? ◼ AmEx Front of the Line, VISA travel experiences. What are they doing for you as a traveler if you own and use their credit card. + Tonight was a ton of info! ◼ But….what we’ve talked about ◼ all the sectors that can make money from tourism ◼ How many different experiences and attractions there are available to travelers (virtually no end) ◼ What can destinations turn into tourist attractions just by looking around their area – dirt, railway tracks, hills, stars, bodies of water) ◼ What existing industries might find themselves in the tourist business (ranching, raising sheep, freight-ships and barges) ◼ This is why I think tourism is a fascinating industry ☺ ◼ See you next week….. + Class #4 Tour 409 Branding and Destination Awareness + Destination Branding What is it and why do it? + Importance of Tourism ◼ Importance of Tourism – why every destination is in the business of awareness and branding ◼ The importance of relationships, and developing experiences ◼ http://www.youtube.com/watch?v=giI1sbOHdCA&feature=y outu.be + What is a Brand? ◼ In general…a brand for a product includes: ◼ A distinguishing name (Nike) (Apple) (Volkswagon) ◼ A distinguishing symbol (swoosh) (apple) (Under Armour) ◼ Sometimes a long-lasting and distinguishing phrase (“Just Do It”, “You are richer than you think”) ◼ Sometimes a shorter-lasting phrase suited to a point in time (“There’s an app for that”) Intended to identify goods or services of one company in an attempt to differentiate itself from its competitors. (Under Armour vs Nike vs Adidas) + Your Turn….. ◼ Examples of: ◼ Product brands ◼ Service brands ◼ Pro Sports Team Brands – LA Lakers, Golden Knights, Seattle Kracken https://www.youtube.com/watch?v=ccoFcEI9DAQ ◼ Often you don’t even realize the brand consciously, but subconsciously you may know it. There are usually creative stories written to explain a brand, especially when it is new. + How are Brands Showcased? ◼ Naming rights of events or facilities: Scotties Tournament of Hearts, Molson Indy, Tim Horton’s Brier, Scotia Bank Saddledome, Rexall Stadium ◼ Consistent messaging and advertising ◼ No deviation on the look of logos, messages, colours. Organizations have brand documents stipulating what the brand must look like at all times – these can be 50 pages long! Called Brand Guidelines ◼ Brand is used whenever and wherever possible (coffee shops brand their cups and napkins, restaurants brand their bill holders, stickers, labels, grocery stores make their own re-useable bags and sell them back to us! (IKEA, Winners, MEC, Sobeys, Dollarama) ◼ Sometimes the brand is so strong, we want to walk around like a giant billboard, doing a company’s branding for them, because it says something about the kind of person we are (wearing a Nike shirt, the giant lit apple on our Apple laptops, Adidas shoes, BOSE stereo, BEATS headphones,– brands are EVERYWHERE) + Branding in Tourism – it’s a bit different ◼ Branding a place means painting a picture in someone’s mind of what that place will offer in terms of the experience they will have (go back to your website searches – in 3 minutes it may have left an impression on you) ◼ Places can get confusing and branding videos and promotion can all look the same. Big cities, rural communities, people eating, festivals, shopping – is there something that makes your place distinct or different? Architecture? Is there a famous food served in your destination? A unique animal only found in one place? A famous iconic symbol? Did someone famous come from your destination that you can use in a brand (Crocodile Dundee from Australia – a movie helped build that idea) ◼ Sometimes it helps if there is distinguishing architecture or feature like no where else in the world ◼ Eiffel Tower ◼ New York skyline ◼ Blue Footed Boobie bird found ONLY in Galapogous Islands ◼ Mt. Everest (there’s only one famous tallest mountain called Everest) + Brands are worth a FORTUNE! Why? + Watch out for lawsuits if you try to copy or incorporate a brand ◼ Brands cost a fortune to create public awareness and become well-known to consumers if they are done right, and the message is repeated often to the consumer using multiple vehicles ◼ Close facsimiles or reproducing without permission is illegal and can result in huge lawsuits ◼ For example, Disney Ears used in an ad to sell a trip to Disneyland by a tour operator – no no! Even though Disneyland stood to make money if the operator sold tours, the operator was told to remove the ad immediately ◼ Brand slogans are also usually trademarked so no one else can use them (Greatest Outdoor Show on Earth – who is this? The Happiest Place on Earth - ?) + Why Brand a Destination? ◼ Branding a destination is “place branding” because a place is not a product like a pair of Nike shoes, not a cup of coffee, not a sporting event like FIFA, or NHL Hockey, not a service like banking. ◼ Why does a destination brand itself? ◼ A destination brand serves as a communicator – why is a destination different and enticing? How can I brand it so you will want to come? ◼ Provide an image for a destination which identifies characteristics that a visitor would consider a valuable experience. ◼ Serves as a value enhancer – creating a successful brand makes a destination popular, which increases value of the industry (more money to be made in that destination because you are building a promise of what your guest will experience) ◼ Brand possesses a personality that connects with a visitor to form a “relationship”. What is a destination personality? + Destination Branding + Vancouver, BC’s destination logo as shared on its website…. ◼ The Vancouver Destination Brand was the culmination of more than a year of research, strategy and design, in partnership with two of the world’s top agencies, MMGY and McCann Canada. (how much would that cost?) ◼ “The Vancouver Destination Brand is more than just a logo. It’s our destination’s competitive identity, values and voice. It’s what differentiates us from cities around the world. It’s Vancouver’s promise of a unique kind of travel experience.” ◼ Vancouver is a place that connects people and inspires them to live with passion. + Vancouver’s Branding + What is the brand for Las Vegas? ◼ What helps to reinforce this brand? ◼ What’s the “promise” to the visitor? ◼ What is it communicating? ◼ What other “names” are used for Las Vegas? ◼ Can you ever see it being branded as a family destination? + What do each of these places promise to us as a traveler? What do you feel when you think of these places? New York Galapagous Islands New Orleans Disneyland Antarctic + Destination Canada ◼ Brand is: Keep Exploring ◼ What did it used to be based on? The 3 Ms ◼ http://www.youtube.com/watch?v=cotGh4Lu29M ◼ What does this video make you feel like? What does it promise you? What is the character of Canada? ◼ How was this Canadian video created? ◼ At what cost to Destination Canada? + Travel Alberta’s brand ◼ (Remember to breathe) ◼ What do you think of when you watch the branding video? ◼ http://www.youtube.com/watch?v=ThFCg0tBDck ◼ What does this do for tourists? ◼ What does this do for Albertans? + What are Calgary’s Former Brands? What was the promise? What is the iconic symbol that helps with our brand still today? Why is it invaluable? Examples of Calgary using the brand? + Why did the earlier brand work? ◼ Royal Tour 2011 (Kate and Will made front cover of magazines around the world dressed western) ◼ Canadian Cowboys (Name of our National Alpine Ski Team) ◼ Canadian Canine Trials: Winners received silver belt buckle and white hats ◼ World Junior Hockey: game VIPs presented with a western belt buckle ◼ Marketplaces ◼ Promotional Events ◼ Giveaways + Calgary’s Symbol of Legendary Western Hospitality + White Hat Greeters at the Calgary Airport – a visitor’s very first impression of our hospitality + What was Calgary’s Brand built on? Our roots – meaning the brand comes from historical truth and meaning Legendary Hospitality Pioneers who founded the city Wide open skies, rolling foothills, majestic Rocky Mountains Adventurers who came to the wild west looking to settle + History of Calgary’s White Hat 1948 Grey Cup in Toronto Show of community spirit and hospitality Alderman who later became Mayor White Hat became our symbol of welcome You have probably heard of celebrities being “white hatted” – this is its history + What is Calgary’s Current Brand? ◼ History of Calgary’s brands: ◼ If you had to choose, which one and why? ◼ Calgary, Heart of the New West ◼ Calgary Be Part of the Energy ◼ Calgary That’s the Spirit ◼ Blue Sky City + Does this all get confusing? ◼ Canada: Keep Exploring ◼ Alberta: Remember to Breath ◼ Calgary: Blue Sky City ◼ As a visitor who is trying to plan their next trip, how does a brand play into the decision? Or does it? ◼ How do the “big destinations” do it? Ie: Las Vegas, New York, Disneyland, Calgary Stampede, Oktoberfest + Destination Branding Summarized ◼ Important to have a brand, but very expensive to get it known ◼ Often very politically charged – tourism partners and/or residents may not agree with it ◼ Based on emotions because it’s building a “character” and “expectation”. What people “feel” is much harder to define than something that is concrete. (describing a place to visit is harder to do than describing what your next generation iPhone can do) ◼ Think of a car brand – even that is based on emotion. Company can create a brochure that puts into words all the features of the car – but the commercial appeals to your emotions – what will you “feel” like when you drive a ferrari? What will other people “think” of you when they see you driving a ferrari? ◼ Destination brands touch emotions and those emotions are trying to encourage you to visit that place + Calgary Stampede 2013 We’re Greatest Together Using its Brand beyond selling ◼ Flood Year ◼ https://www.youtube.com/watch?v=QvDQKpWAeKQ ◼ A City in the Media ◼ https://www.youtube.com/watch?v=BzY_o8FrytA + YYC is Open for Business A brand after a natural disaster ◼ https://www.youtube.com/watch?v=Di2F5C5x9ms + Any Questions on Branding? ◼ Know what it is ◼ Why it’s done ◼ How messaging is created ◼ Can something else help get the brand across (ie after a flood, or a pandemic?) ◼ It’s emotional!! + Destination Awareness + Destination Awareness – often unique to the tourism industry ◼ How is it different from marketing? ◼ “Awareness” vs “Marketing” ◼ Marketing efforts should lead to a sale ◼ Awareness “could” lead to a sale, but perhaps further down the road. Why do it? ◼ What are examples of destination awareness? ◼ What are you trying to instill in people when creating awareness? + Destination Awareness ◼ Purpose: ◼ Bring attention to a destination ◼ Share the brand of a destination ◼ To maximize the impact, try to “affect” as many senses as possible: ◼ Visual ◼ Audio ◼ Taste ◼ Touch ◼ Smell + Destination Awareness Affecting Senses ◼ Visual ◼ Video, live performance, photographs/images, snow pile in a tropical location ◼ Audio ◼ Popular artist from your destination, music that suits your brand ,unique sounds that you might hear in your destination (wildlife, bird calls, whales, etc) ◼ Taste ◼ Food from the region, wines/beverages, culinary tourism taken on the road ◼ Touch ◼ Arts/crafts from the region, special clothing or artifacts (animal furs, aboriginal dress) ◼ Smell ◼ Often associated with taste, floral/fauna from your region + Deliver an Experience ◼ Destination awareness should leave the person feeling they experienced your destination without being in it. Destination awareness is not conducted in the destination you are promoting –it is delivering the experience outside of your destination but in an important target market ◼ Stampede Breakfasts throughout Canada and US are a great example of destination awareness for Calgary (and the Stampede). It might create the desire for a trip to the Stampede, but even if not in the immediate future, people are still experiencing “Calgary” and learning about our “brand” and our spirit of western hospitality in their home-town + Stampede Breakfast Example ◼ Visual ◼ Western décor, western dress, gifts, cowboy hats and boots ◼ Audio ◼ Western entertainment, cowboys/artists, streamed music ◼ Taste ◼ Iconic pancakes, sausage or BBQ Alberta beef depending on the event ◼ Touch ◼ Cowboy hats, belt buckles, meet real cowboys, Stampede Royalty, mascots like Harry the Horse – these all create great photo opportunities as well which are shared on social media….. ◼ Smell ◼ BBQs, grills, food cooking + Why Destination Awareness? ◼ A component of a DMO’s marketing plan and budget but should not necessarily expect immediate sales to your destination. It’s a longer-term strategy. Banff was doing awareness in China ten years ago before Canada was on the approved destination list. ◼ Delivers the experience of your brand and destination ◼ It’s the “communicator” part of your brand – creating emotions ◼ Piques future interest and starts creating demand to travel ◼ Shares stories and highlights, meet “characters” or artists – ie Stampede might bring along a chuck wagon driver and bull rider ◼ Often an excellent opportunity to get partners involved to share the costs ◼ Food, entertainment, air travel to the place you are conducting awareness, hotel partner to provide rooms, décor companies, local brewed beers (Big Rock, Village Beer, etc) + Other Examples of Destination Awareness ◼ Bringing snow to a tropical climate to promote skiing and winter activities (but they must be an identified target market– don’t just do this for fun if they are not a strong market for your destination) ◼ Calgary Grey Cup Committee – travels every year to the Grey Cup whether Calgary is playing in it or not. ◼ Horse in the Royal York hotel ◼ Stampede Breakfasts ◼ Committee wears matching Calgary jackets ◼ “Stampede House” party for four nights – western entertainment, western food, hosts dress western ◼ Outriders (Stamps cheerleaders) participate all week + Destination Awareness Examples ◼ Alberta Day in Anaheim – Honda Centre, Ducks Game (NHL) ◼ Alberta in Washington, DC at the Smithsonian ◼ Canada Day in Trafalgar Square, London ◼ Calgary Day in Sister City – Phoenix ◼ Calgary Mission to China – promoting not only tourism, but Chinese investment into Calgary ◼ Mini Stampede parade and white hats to close down New York Stock Exchange + How Partners Might Participate ◼ Airlines ◼ Transport team that is doing the event – and/or local artists – either free or reduced cost ◼ Hotel ◼ A chain hotel may offer free rooms or significant discount for team (ie Marriott hotel in Calgary might negotiate with Marriott in another city as they know it is good for Calgary, and Marriott overall) ◼ Local Food/Beverages ◼ Spolumbo’s might provide sausage, Big Rock might provide beer – when/why would these partners get involved? + How Partners Might Participate ◼ Entertainment ◼ Calgary artists might donate their time – investment into future opportunities (good relationship building). Gil Grand in New York, Jake Mathews at a major international marketplace ◼ Artists might provide free music ◼ Gifts for your Guests ◼ Local businesses might provide free gifts (Chinook Honey, Rocky Mountain Soaps, Village Brewery, Smithbilt Hats, Bernard Callebaut chocolates, Flames/Stampeders ball caps, etc) + Who Executes Destination Awareness? ◼ Usually (but not always) the PMO or the DMO ◼ Stampede is somewhat unusual in that they conduct significant destination awareness – you don’t see it from other attractions in Calgary (ie Zoo, Heritage Park, Glenbow Museum, Calgary Tower) Why not? ◼ How has this helped the Stampede overall? Calgary overall? ◼ DMO/PMO as the leader often determines when, where and why a destination awareness event should occur, then negotiates to get the partners involved + Any questions on Destination Awareness ◼ Note how Branding and Destination Awareness are closely linked – why? And how? ◼ Can every destination do it? Why or why not? ◼ How do you make the biggest impression on your guests at a destination awareness event? + Class #5 Destination Awareness & Olympics Business Case + Any Questions on Branding From Last Week? ◼ Know what it is ◼ Why it’s done ◼ How messaging is created, images, colours, logos, slogans ◼ Remember the entire branding story released by Seattle Kracken, NHL team ◼ Can something else help get the brand across (ie after a flood, or a pandemic?) ◼ It’s emotional!! ◼ Where ever your career takes you, you will likely be introduced to a brand and its story. It’s often what helps you be a better team member if you understand the organization’s brand. It’s also used as a jump-off point for marketing and promotions. + YYC is Open for Business A new message after Calgary’s natural disaster flood of 2013 ◼ https://www.youtube.com/watch?v=Di2F5C5x9ms ◼ Did the videos we watched on the Calgary Stampede flooding, and the news stories on the flood help define Calgary’s brand? If so, in what way? ◼ Come Hell or High Water – who created this brand in 2013? + Learning to Ask the Right Questions ◼ First class I mentioned I can’t teach you everything, but hopefully teach you how to ask the right questions ◼ First rule: always LISTEN first. You know your own opinion in your mind – you need to find out all the other opinions around the table ◼ Listen for the challenge. What’s being discussed and what is the “issue”? Listen to all the ideas and discussion. THEN ask your question(s). ◼ Be succinct. Don’t be emotional – but rather be logical. + Example ◼ A future meeting has 871 people registered and paid. ◼ You are in charge of marketing and promotion, with a team of 10 others on the committee. ◼ In addition to the 871, you learn that 917 are registered, but have not paid. ◼ What’s your first question going to be? ◼ What’s your second question? + Good News for Alberta’s Tourism Industry ◼ https://chatnewstoday.ca/2024/09/25/alberta-tourism- bounced-back-in-a-big-way-in-2023-govt-reveals/ + Destination Awareness A destination’s “awareness” tactic that is built using its brand + Destination Awareness – often unique to the tourism industry ◼ How is it different from marketing? ◼ “Awareness” vs “Marketing” ◼ Marketing efforts should lead to a sale ◼ Awareness “could” lead to a sale, but perhaps further down the road. Why do it? ◼ What are examples of destination awareness? ◼ What are you trying to instill in people when creating awareness? + Destination Awareness ◼ Purpose: ◼ Bring attention to a destination ◼ Share the brand of a destination ◼ To maximize the impact, try to “affect” as many senses as possible: ◼ Visual ◼ Audio ◼ Taste ◼ Touch ◼ Smell + Destination Awareness Affecting Senses ◼ Visual ◼ Video, live performance, photographs/images, snow pile in a tropical location ◼ Audio ◼ Popular artist from your destination, music that suits your brand ,unique sounds that you might hear in your destination (wildlife, bird calls, whales, etc) ◼ Taste ◼ Food from the region, wines/beverages, culinary tourism taken on the road ◼ Touch ◼ Arts/crafts from the region, special clothing or artifacts (animal furs, aboriginal dress) ◼ Smell ◼ Often associated with taste, floral/fauna from your region + Deliver an Experience ◼ Destination awareness should leave the person feeling they experienced your destination without being in it. Destination awareness is not conducted in the destination you are promoting –it is delivering the experience outside of your destination but in an important target market ◼ Stampede Breakfasts throughout Canada and US are a great example of destination awareness for Calgary (and the Stampede). It might create the desire for a trip to the Stampede, but even if not in the immediate future, people are still experiencing “Calgary” and learning about our “brand” and our spirit of western hospitality in their home-town + Stampede Breakfast Example ◼ Visual ◼ Western décor, western dress, gifts, cowboy hats and boots ◼ Audio ◼ Western entertainment, cowboys/artists, streamed music ◼ Taste ◼ Iconic pancakes, sausage or Alberta beef BBQ depending on the event ◼ Touch ◼ Cowboy hats, belt buckles, meet real cowboys, Stampede Royalty, mascots like Harry the Horse – these all create great photo opportunities as well which are shared on social media….. ◼ Smell ◼ BBQs, grills, food cooking + Why Destination Awareness? ◼ A component of a DMO’s marketing plan and budget but should not necessarily expect immediate sales to your destination. It’s a longer-term strategy. Banff was doing awareness for the Canadian Rockies in China ten years before Canada was on the approved status destination list. ◼ Delivers the experience of your brand and destination ◼ It’s the “communicator” part of your brand – creating emotions ◼ Piques future interest and starts creating demand to travel ◼ Shares stories and highlights, meet “characters” or artists – ie Stampede might bring along a chuck wagon driver and bull rider ◼ Often an excellent opportunity to get partners involved to share the costs ◼ Food, entertainment, air travel to the place you are conducting awareness, hotel partner to provide rooms, décor companies, local brewed beers (Big Rock, Village Beer, etc), local performers on brand + Other Examples of Destination Awareness ◼ Bringing snow to a tropical climate to promote skiing and winter activities (but they must be an identified target market– don’t just do this for fun if they are not a strong market for your destination) ◼ Calgary Grey Cup Committee – travels every year to the Grey Cup whether Calgary is playing in it or not. ◼ Horse in the Royal York hotel ◼ Stampede Breakfasts ◼ Committee wears matching Calgary jackets ◼ “Stampede House” party for four nights – western entertainment, western food, hosts dress western ◼ Outriders (Stamps cheerleaders) participate all week + Destination Awareness Examples ◼ Alberta Day in Anaheim – Honda Centre, Ducks Game (NHL) ◼ Alberta in Washington, DC at the Smithsonian ◼ Canada Day in Trafalgar Square, London ◼ Calgary Day in Sister City – Phoenix ◼ Calgary Mission to China – promoting not only tourism, but Chinese investment into Calgary ◼ Mini Stampede parade and white hats to close down New York Stock Exchange + How Partners Might Participate ◼ Airlines ◼ Transport team that is doing the event – and/or local artists – either free or reduced cost ◼ Hotel ◼ A chain hotel may offer free rooms or significant discount for team (ie Marriott hotel in Calgary might negotiate with Marriott in another city as they know it is good for Calgary, and Marriott overall) ◼ Local Food/Beverages ◼ Spolumbo’s might provide sausage, Big Rock might provide beer – when/why would these partners get involved? + How Partners Might Participate ◼ Entertainment ◼ Calgary artists might donate their time – investment into future opportunities (good relationship building). Gil Grand in New York, Jake Mathews at a major international marketplace ◼ Artists might provide free music ◼ Gifts for your Guests ◼ Local businesses might provide free gifts (Chinook Honey, Rocky Mountain Soaps, Village Brewery, Smithbilt Hats, Master Chocolat, Flames/Stampeders souvenirs or attire, etc) + Who Executes Destination Awareness? ◼ Usually (but not always) the PMO or the DMO ◼ Stampede is somewhat unusual in that they conduct significant destination awareness – you don’t see it from other attractions in Calgary (ie Zoo, Heritage Park, Glenbow Museum, Calgary Tower) Why not? ◼ How has this helped the Stampede overall? Calgary overall? ◼ DMO/PMO as the leader often determines when, where and why a destination awareness event should occur, then negotiates to get the partners involved + Any questions on Destination Awareness ◼ Note how Branding and Destination Awareness are closely linked – why? And how? ◼ Can every destination do it? Why or why not? ◼ How do you make the biggest impression on your guests at a destination awareness event? + Build a Destination Awareness Event ◼ Choose a destination or a major event ◼ Do a 10 minute review of their brand ◼ Who is one of their major markets? (where) ◼ Build the outline of a destination awareness event + 2010 Vancouver Olympic Winter Games Using a Major Sporting Event to Share Your Destination + 2010 Olympics Case Review ◼ Alberta House – across from BC Place ◼ Alberta Train – Rocky Mountaineer Vancouver/Whistler ◼ Was intended as Canada House and Canada Train –what happened? ◼ How was it paid for? ◼ Why do it in Vancouver when you are marketing Alberta? ◼ Who was invited & why? + First Question… Why did Travel Alberta look to do this massive undertaking at the 2010 Winter Olympic Games in Vancouver? + Vancouver 2010 ◼ Details of the Olympic Marketing Program ◼ Invited to Vancouver – 3 nights hotel ◼ Tickets to Vancouver and Whistler events ◼ Included Alberta Train (Rocky Mountaineer) to Whistler ◼ Meals enjoyed at Alberta House – why was this so popular? What would be one of the main menu options? ◼ White Smithbilt cowboy hat on every seat in the train – why? ◼ Calgary attractions staff joined us on the train – why? ◼ iPod fully loaded with Alberta tourism info provided to guests – why? ◼ Buddy system set up for each guest – what is this and why is it important? + Why an iPod for Every Guest? ◼ Expensive but effective – especially for media. Why? ◼ Preload stories, photos, links, contacts ◼ Getting approvals ◼ Loading 1,500 iPods with info ◼ What do you think Albertan reactions were? Why? ◼ How as it effective? ◼ The first group to bring a major event to Alberta because of this program + How To Qualify Guests – Critical! ◼ Media ◼ Tour operators ◼ Influential meeting planners ◼ Corporate Executives ◼ In the end, what did we want out of the entire Olympics 2010 initiative? + What Other Major Events Could You do a Program Like This For? ◼ Ideas ◼ Location ◼ Stakeholders ◼ Details of the program ◼ Lasting impression ◼ End goal? + See You Next Week! + Class #7 Tour 409 Travel Media and Public Relations + Travel Media vs Mainstream Media ◼ What’s the difference? ◼ Travel media usually make their living by experiencing trips, adventures, and destinations, then writing about them ◼ Travel media are story tellers and are invited by tourism stakeholders to “tell their story” after their tourism experience ◼ Beware – there has to be a story to be told – don’t waste a writer’s time if there’s no real experience your destination or tourism product can offer ◼ Published stories, blogs and other channels are measured as a dollar value to the tourism stakeholder (ie a story on the Stampede in Cowboys and Indians magazine might be deemed to be worth $100,000) ◼ Main stream media ◼ Journalists who report “the news” ◼ Their work is to keep the public informed of “what’s happening”. Not necessarily where to travel ◼ Which media sources mainly covered the effects of COVID on tourism? The effect of the 2013 flood? + Travel Media vs Journalists ◼ Travel Media is referred to as “earned media” ◼ Stories intentionally published to market your destination or the experience it offers ◼ It is “earned” because the destination can put a dollar value on what the story is worth – it is assessed by a third party so there’s no dispute ◼ Journalists ◼ Investigative journalists – cover the “news” - not a tourism marketing angle ◼ FAM = familiarization trip – travel writers come to experience your destination + Travel Media – So Who Are They? ◼ Newspapers (but quickly disappearing) ◼ Editors, columnists, photographers, writers on assignment. Often write for the travel or lifestyles section. Most of these have disappeared – why? ◼ Magazines ◼ Publications including travel, in-flight magazines, lifestyle, niche (i.e. food and wine, weddings, outdoor adventure, National Geographic) ◼ Can be general travel magazines like National Geographic or Outdoor Magazine ◼ Can be specialized magazines like Culinaire (food), Cowboys and Indians (western heritage), New Yorker, Conde Nast (international travel) ◼ Can be “internally focused” magazines that promote its own future sales (Air Canada Enroute magazine, other airlines) ◼ Broadcasters (TV, feature film, radio) ◼ Mainstream TV, network TV, network specials, special interest, streaming video + Travel Media cont’d ◼ Guidebook authors ◼ General travel, specialized niche travel ◼ Example is Lonely Planet ◼ Freelance writers ◼ Freelance writers sell their stories to publications and are sometimes paid on a per word basis ◼ Opportunity to sell a story more than once to different publications (depends on the contracts they sign) ◼ Can either take direction on story ideas from an editor prior to writing or research/investigate their own story ideas ◼ Sometimes they are “pitching” their story – they have an idea they want to write about and a place they want to travel to, but they need to find a publication that is willing to pay them for the story ◼ Sometimes it depends on where they want to go next – if they can find a unique angle to write and find someone who will pay them to do it ◼ As an exceptional writer, this can be a fantastic life-style choice, but often not extremely well paid ◼ Online writers and bloggers ◼ Online magazines, editions of other media outlets, reference sites, bloggers, writing for third party booking engines, writing for hotel websites, writing for DMO and PMO sites, major attraction websites, etc + Other ways to promote your destination in media ◼ Catalogues that want to use your destination as backdrop (German magazine of high-end vehicles photographed in Yukon’s rough terrain) ◼ Commercials that want to shoot their scenes in your destination (Mercedes cars also in Yukon) ◼ Why are these commercials also considered “marketing a destination” by the DMO? ◼ Examples from a client – Bergold Promotions operates in German speaking Europe to promote the Yukon as a travel destination + German Roamers + #FacingTheNorth by Mercedes- Benz + Rösle Promotion published in Yukon + Why is the travel media so important to tourism marketing? ◼ Influential ◼ Opportunity to capture the attention of wide audience groups – both demographically and geographically ◼ External endorsement of your destination or attraction versus the self promotion from an advertisement that could be considered biased ◼ Better readership and better retention of the information – educating the audience versus selling them. Writers tell a story and readers are likely to remember it (vs a paid ad). Readers get engaged in the story and see themselves there ◼ The audience is reading a story that they can see themselves doing. Many people add something to their bucket list based on a story they read online or in a magazine + Why should a destination, tour operator, or any event that attracts tourists include the travel media? ◼ Cost Effective ◼ Limited hard costs to host media ◼ Return on the investment is very high (usually the best ROI on a tourism marketing dollar spent comes from earned media) ◼ Stories have potential of reaching huge audiences that traditional advertising/marketing initiatives cannot achieve ◼ Pass-along of magazines to many readers (might even be sitting in your doctor and dentist offices – imagine how many readers in those lobbies might be reading that magazine and a travel writer’s story) ◼ Sharing links to amazing travel stories and Instagram photos + Accrediting a travel writer ◼ What does “accredited” mean? ◼ Important to ensure that a travel writer is accredited – i.e. they are not misusing a free trip ◼ Check to see if they are a member of a recognized and professional organization because it means they are governed by a code of ethics ◼ Check their reputation with Travel Alberta, Destinaton Canada, and/or your local DMO ◼ Ask for references and copies of other publications they have written for, read some of their past stories. Does their style match what you are marketing, and will your target market enjoy their style? ◼ Determine the value of the publication they are writing for – does that magazine reach your target audience? How large is the audience? What is the readership level and possible shelf-life of the publication? Does the magazine get passed on or shared online to others to read? ◼ Online writing – blogs, writing for third parties, writing for the DMOs, for a festival….you still need to ensure you have an accredited writer if you are hiring them to produce content for your website + Enticing Story Ideas Writers are looking for unique stories and angles. As the DMO who wants to work with travel media - consider the following in developing your pitches to them: ◼ What’s unusual about your destination? What’s the hook or unique angle? (exclusive animals, geography, award-winning, sustainable tourism?) ◼ Partners – is there another destination close by that would enhance the story and make it more appealing to a writer/editor? (Dogsledding in Canmore and horse sledding in Lake Louise – focus is a winter outdoor animal experience – have one writer cover both) ◼ Credibility – i.e. how long have you been in operation? Have you hosted celebrities you can brag about? Do you have testimonials? ◼ Good colourful quotes and experiences – people who can sell your product with strong anecdotes, history, humor etc. Ensure the writer has a chance to meet with your local people. An example is meeting with an Elder on a First Nations experience. Doing a sweat lodge or learning to make bannock. These are experiences a travel writer may write about, especially if they can interview the locals in person. ◼ Interviewing a chuck wagon driver or bull rider if you are doing a story on rodeo life. Maybe interview their doctors for a story angle on how rodeo might be hard on a person’s body + Story Ideas ◼ What’s newsworthy? Stay on top of local news and use it to entice more media attention for your product, i.e. hot trends in vacation packages such as indigenous, culinary and wine pairings, winter adventures, health and wellness ◼ Trends – know what they are. Editors want their publication to be seen on the cutting edge of travel trends so if you are pitching a story, make sure the editor will li

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