Transcript Slide 1
Canadian Tourism Commission
CTC Core Markets 2011 Update
Rendez-vous Canada, May 15, 2011
The Core markets:
What makes them tick?
An Industry Panel Discussion on Europe and Australia markets.
The Core Markets: What makes them tick?
Panel Moderator:
Rupert Peters – Regional Managing Director, CTC Core
Markets
Industry Panel Members:
Sandra Potter – Frontier Travel, UK
Tilo Krause-Dunow – CANUSA, Germany
Neil Rodgers - Adventure World AU & NZ
Alexandra Mayeux Magne – Voyageurs du Monde
France
Spring/Summer Core Markets Consumer Campaign
A consumer campaigns developed for the Europe/Australia Core
Markets (UK, France Germany & Australia) in order to move consumers
down the path to purchase.
Current research show the bulk of the target market is sitting at the
Seriously Considering stage, we need to move them to the creating a
mental Vacation Movie stage. This will ultimately translate to travellers
reaching the stage of making detailed Itinerary Plans and onward to
Purchase
Markets
UK, France, Germany, Australia
Timing:
February to May 2011 (timing dependant on market specifics)
• Germany:
Feb 1 to Mar 20
• UK
Feb 14 to Apr 24
• France:
Mar 1 to May 29
• Australia:
Nov 10 to March 31
Integrated Campaign Ecosystem
Budget and Media Breakdown
Timing
Media buy
budget
Cinema/
Television
UK
France
Germany
Australia
Feb 11-May 31
Feb 28-May 30
Nov 8-Apr 24
Nov 10-Mar 31
$3,098,349
$2,400,000
$2,180,000
$735,500
DTT & Cable/
Satellite TV
NatGeo; Fox;
Sky; DMAX;
Sport1; N24
Channel 9;
Foxtel; Movie
Network
1,850 screens
across the UK
Print/Press
launch and
sustain
Telegraph; Metro;
Times; Guardian
Paris Match;
Telerama
RMM; Die Welt;
ZEIT Reisen
Herald,
Telegraph,
Magazines
CPM Online
display
AOL; BBC; DT;
Sky; Timeout;
Last minute
Adconion;
Reseau; Meteo;
Specific
OMS; T-online;
Welt.de; UIM;
wetter.com
Yahoo,
Ninemsn,
YouTube
CPC Online
display
MSN; Sky;
Expedia; Yahoo
Platetanoo;
Onlyvoyage
Brand Europe
Targeted adnetworks
√
√
√
√
Campaign SEM
& Social Media
Sample creative
CTC branded half-page print ad
CTC branded full-page print ad
Tactical Partner Newspaper DPS
Tactical
partner offer
Campaign website
Experience driven
Tactical partner offers
Social Media Engagement
Scans: 29,290
Rate: 0.08%
Interim Campaign Results by Market (April 7, 2011)
UK
France
Germany
Australia
QR code clicks
21,048
4,807
3,435
N/A
Online video ad
clicks
220,674
151,071
N/A
N/A
Rich-media
and/or Tandem
clicks
8,610
12,259
1,882
8,288
16,609
4,406
Tandem Layer:
6,306
N/A
69,322 unique
visits
42,915 unique
visits
57,849 unique
visits
70,291 unique
visits
6,928
9,519
14,974
2,785
Page takeover
clicks
Keep Exploring/
Australia
Summer site
clicks
Facebook fans
Europe and Australia – 2011 Winter Campaigns
Ski and Explore - To create a compelling winter
campaign focusing on Canadian ski and iconic
winter activities, supporting tour operator sales
conversion and broader destination awareness.
Objectives:
Conversion
Differentiation
Capture of qualified consumer data
Sample Print Creative
Online
Online
Proposed Winter Campaign Budget and Timing
Timing
UK
France
Germany
Australia
September –
November 2011
September –
November 2011
September –
November 2011
July –
September 2011
$1.4 m
$1.3 m
$1.3 m
$1.0 m
Media buy
budget
Three Tiers of Partnering opportunities:
Tier 1 - $50k
eDM
Tier 2 - $25k
Tier 3 - $10k
Print, Micro-site content, Online marketing, Social media,
Micro-site content, Online marketing, Social media
Micro-site content, Online marketing.
Thank you.
Questions?