cabot trail march 26 presentation
TRANSCRIPT
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Destination Cape Breton 2014 Review 2015 Preview
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365
370
375
380
385
390
395
2011 2012 2013 2014
Room Night Sales
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Average Spend per visitor party GOAL: $1073 INCREASE: 5% or $51 over 2013 RESULTS: $1075 Average length of stay GOAL: 5 nights INCREASE: 4% over 2013 REULTS: 5.6 nights
2014 Results to Objectives
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Visitor Country of Origin
73%
24%
3%
Canada US Other
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0%
5%
10%
15%
20%
25%
30%
35%
40%
2013
2014
Province / State Information
Some small gains were made in Ontario and in our US markets this year over last.
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• 2.3 people in the average visitor party • 48% travelled as couples
o Next most popular party composition is families with small children at 15%
• 65% also travelled to other destinations in Nova Scotia • Average total trip length – 11.6 nights (5.6 spent in CB) • 57% between 45-54 years old • 30% HHI $50-$75K
About the Visitor
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Demographic of NS Market
Category Top Response % in NS Overall %
Gender Female 73% 65%
Age range 45-‐64 59% 56%
HHI $50-‐100K 34% 30%
Employment status
Employed 57% 55%
Most favorable month to visit
August 33% 31%
Previous or new visitor
Previous visitor 89% 54%
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Demographic of Ontario Market
Category Top Response % in Ontario Overall %
Gender Female 63% 65%
Age range 45-‐64 59% 56%
HHI $50-‐100 $100+
28% 27%
30% 25%
Employment status
Employed 55% 55%
Most favorable month to visit
August 37% 31%
Previous or new visitor
New 53% 46%
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Category Top Response
% in MASS % in NY Overall %
Gender Female 55% 45% 65%
Age range 45-‐64 61% 53% 56%
HHI $100+ 36% 42% 25%
Employment status
Employed 60% 38% 55%
Most favorable month to visit
September 27% 33% 31%
Previous or new visitor
New 66% 71% 46%
Demographic of Top US Markets
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Motivated by
Cabot Trail 78%
Outdoor activities 39%
Fortress of Louisbourg 36%
Culture and Heritage 34%
Cape Breton Music 33%
Bras d’Or Lake 30%
Experienced
Cabot Trail 79%
Coastal experiences 66%
Hiking 47%
Bras d’Or Lake /Cape Breton Music
43%
Fortress of Louisbourg 36%
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• 67% Conversion rate from Cbisland.com to operator sites • 48% of travelers prefer to book online directly from an operator’s
website • 55% rate the quality of an operator’s website as highly important in
choosing a place to stay • 48% of respondents stayed in a hotel or motel while in CB
o 30% stayed in a bed and breakfast o 21% stayed in a cottage
Operator Impact
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Destination Cape Breton Marketing Priorities
March 26, 2015
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DCBA / NSTA Alignment Moving into 2015, DCBA will better align with NSTA in four key areas:
1. Research 2. Media Relations 3. Website 4. Creative
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Research
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2013 Demographic Comparison
Topic NSTA DCBA Top Canadian Markets • 36% Ontario
• 23% Nova Scotia • 21% Quebec
35% Ontario 28% Nova Scotia 7% Quebec
Top US Markets • 10% New York • 10% Mass • 7% Florida
14% Massachusetts 6% New York 6% Florida
Age Range (Top 45-64) 53% 56%
Employment Status (Top Employed
55% 52%
HHI (Top $50-75K) 18% 20%
Data sources NSTA and DCBA 2013 conversion studies
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Motivated by
Cabot Trail 78%
Outdoor activities 39%
Fortress of Louisbourg 36%
Culture and Heritage 34%
Cape Breton Music 33%
Bras d’Or Lake 30%
Experienced
Cabot Trail 79%
Coastal experiences 66%
Hiking 47%
Bras d’Or Lake /Cape Breton Music
43%
Fortress of Louisbourg 36%
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Target Market • Psychographic
Authentic Experiencers and Cultural Explorers
• Demographic Primarily 45-64, higher than average HHI, mainly empty nesters, women do majority of travel planning
• Geographic Greater Toronto Area, Metro Halifax, New England and Montreal
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Media Buy
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Target Market: Greater Toronto Area • Support and leverage the NSTA plan
• Higher household income – supports focus to target visitors who stay longer and spend more
• Strong visitation to cbisland.com in 2014 with little promotion
• Capitalizes on direct flights from Toronto to Sydney
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Target Market: Metro Halifax • Shift to a focus on reasons to getaway – 15 in 15 events, retail
experiences
• Three separate campaigns – Spring, Summer and Fall
• Proven media choices
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Social Media
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Online Advertising - Markets
• Greater Toronto Area • Boston / New England • Halifax • Montreal (English Speaking) • Alberta (in conjunction with NSTA if that market is tested)
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Online Advertising - Channels
• Google Adwords NSTA Google AdWords Partnership Novascotia.com direct ads CBIsland.com direct ads
• Facebook Ads Video Specific ads Boosted postings
• Tripadvisor • ExchangeLab - Targeted Video Ads
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Website
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Cape Breton Island content to be added to novascotia.com:
• List of Top Ten Experiences with photos • Top 10 Experience videos • Cabot Trail Road Trip with video • Live feed to cbisland.com for Festival & Events
• Live feed to cbisland.com for packages • Events 15 in 15
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Cape Breton Island section of Novascotia.com before updates:
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After updates:
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Updated page on NovaScotia.com:
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CreaRve
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Print - NSTA
Print - DCBA
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Paradise is Just a Hike Away
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Marketing Priorities for 2015 I. Strengthen strategic marketing partnership with NSTA
II. Capitalize on upcoming opportunities to drive incremental visitation increases such as the opening of Cabot Cliffs in 2015
III. Foster media relationships to maintain accolades such as
one of CNN’s “Top 10 Dare to Go Places in 2014” and USA Today’s “Top Motorcycle Drive in North America”
IV. Increase in room night sales by 1% over 2014 results
V. Increase spend per visitor party to an average of $1179
VI. Increase average length of stay to 5.9 nights
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Thank you!
Questions?