Transcript Campaign Communication Deck - Ontario`s Highlands Tourism

CANADIAN CANOE CULTURE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
THE CANADIAN CANOE CULTURE
SHAPING ONTARIO, CONNECTING CANADA
With over 400,000 lakes, rivers and streams, the canoe played
an integral role of building the province of Ontario. Historically, it
connected the Indigenous, English and French cultures, not only
in this province, but across Canada. Without it, there would be
no Canada. The Canadian Canoe Culture reaches beyond the
canoe to include the various forms of paddling and symbolizes
the core values and ideals of our province, our country and
ourselves.
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
THE CANADIAN CANOE CULTURE
THREE-YEAR PROGRAM
The three-year program will provide a platform to capture the
essence of the Canadian Canoe Culture in Ontario and will inspire
new, existing and future adventurers to get out paddling. The
program will unite and unify the paddling community, operators,
indigenous community, destinations and paddling experts throughout
Ontario via a dynamic marketing campaign. It will provide a common
voice, messaging and branded elements promoting Ontario content
to international, US and Domestic Markets.
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
THE CANADIAN CANOE CULTURE
OVERALL CAMPAIGN APPROACH
In terms of overall approach and fit, the Canadian Canoe Culture
theming will roll up under the Ontario ‘Where Am I?’ campaign. This
will be accomplished by using the program headline, similar images
(to prompt intrigue and interest), and copy treatments that are clues
to where our consumer targets can experience paddling in Ontario.
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
CANADIAN CANOE CULTURE PILLARS
The program will be anchored by an authentic , 12 to 14-minute
documentary-style video that will feature 5 Pillars, or
concepts/themes.
There will be 5 mini-campaigns developed, one for each Pillar.
The campaigns will include a short, emotive video, additional
content and stories, social media tactics (using # PaddleON)
with the goal of inspiring target markets to buy into paddling
experiences across the province.
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
CANADIAN CANOE CULTURE THEMES
MAIN CAMPAIGN THEME: CONNECTIONS
1.
2.
3.
4.
5.
CHALLENGE
YOURSELF
PADDLE THE
PAINTED
LANDSCAPES
MAKE A REAL
CONNECTION
SHARED
KNOWLEDGE
PROUD TO BE A
CANADIAN PADDLER
Paddling builds
confidence and creates
personal growth.
Paddling in wilderness
inspires creativity &
connection (Group of
Seven).
Paddling teaches core
values, skills and love
of nature.
The Canoe is a symbol
of the great wisdom to
be learned from
Canada’s Indigenous
people.
Market Segments:
Avids, Connected
Explorers
Origin: Domestic, UK,
Germany, US
Market Segments:
Avids, Knowledge
Seekers, Connected
Explorers,
Origin: Domestic, U.S.
UK
Market Segments:
Avids, Family-Memory
Builders
Origin: Domestic, UK,
Germany, US
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
Market Segments:
Avids, Connected
Explorers, Family
Origin: Domestic, UK,
Germany, US
Paddling is the
quintessential
Canadian experience.
Market Segments:
Up and Coming
Explorers Connected
Explorers
Origin: Domestic
CANADIAN CANOE CULTURE EXECUTION
KEY TACTICS
• Launch of Canadian Canoe Culture
documentary in January 2017
• Integration of CCC program into
OTMPC’s “Where Am I?” campaign
• Use of media relations & social
influencers
• Contesting
• Partnership marketing campaign with
Rapid Media and U.S. based
Paddling.com (includes all platforms)
• Digital marketing
• Social Media
Toronto Outdoor Adventure Show
UK Adventure Show
UK Adventure campaign
Germany Adventure campaign
OntarioTravel.net/outdooradventure
website
• NorthernOntario.travel/outdooradventure
website
• Industry Engagement Strategy using
#PaddleON (in conjunction with
#DiscoverON)
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Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
INDUSTRY ENGAGEMENT STRATEGY
CPC Partners
Outdoor Adventures
Ontario Parks, Parks
Canada
Canadian Canoe Museum
Rapid Media
Paddle Canada
TO /UK Adventure Shows
RTOs, DMOs,SECTORS
Indigenous Communities
Adventure Business Event
Organizers
Celebrities
Paddling.net
Retail
Individual Partner
Content Development
& Sharing
CONTENT
Stories
Blogs
Packages
Images
Video
Photo Essays
Contests
How-To (Skills)
Interviews
Itineraries
Events
Workshops
TACTICS
Website
Northern Content Site
E-newsletters
Media Relations
Social Media
Travel Shows
Travel Trade
Print
CPC Brand Development & Cross Partnership
Content Development
OTMPC will create & share…
Brand & messaging for partners including CPC badges (Proud to
be part of the CPC) & web CPC landing page template
A monthly CPC content schedule (based on themes and buying
cycle) for OTMPC channels
Create a CPC social media plan to share content using
#PaddleON and other hashtags
CPC content via OTMPC channels: Image Ontario, YouTube,
Facebook, Instagram, Twitter, OT.net, Portal,
OT.net/ukadventure, e-newsletters
Partners will be encouraged to:
Create a CPC landing page on their webstie that includes
branded message, badge, their own content, related partner
content
Include CPC content in their e-newsletters, and other tactics
Share CPC content via social media always using #PaddleON
and other hastags (eg RTOs, Ontario Parks) as appropriate
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
Cross Partnership Content & Social Media Sharing
Social Media Promotion of
Canadian Paddle Culture
(CPC)
All content will be
consolidated under
#PaddleON #WhereAmI
All partners can monitor
#PaddleON in various social
media platforms and share
CPC content that is relevant
to them.
Example: The Great
Canadian Kayak Challenge
would do posts including
#PaddleON, #Timmins,
#NEOntario,
#DiscoverON,#whereAmI
All partners can easily find
& share CPC posts that are
relevant to their region,
business, etc. by monitoring
#PaddleON on social media
sites
CPC Landing Pages
Outdoor Adventures will create a CPC page
to share its content (See Ontario Parks –
Healthy People example). This could he
housed on OT.net and the Portal – Outdoor
Adventures.
Would include Social Media Feeds with all
#PaddleON content.
Potential to have paddling events listed on
page through coding.
CPC Pages on Partner Sites
Key partners will create branded CPC
pages on their own site to share their own
content and other relevant partner content.
All partners will be encouraged to create
CPC pages.
#PADDLEON STRATEGY
WEBSITE
BLOGS
E-NEWSLETTERS
SOCIAL MEDIA
VIDEOS/IMAGES
TRAVEL TRADE
PARTNERS REVIEW #PADDLEON POSTS FOR RELEVANT CONTENT AND PUSH TO THEIR FANS + OTHER CHANNELS
OTMPC RAPID MEDIA PADDLING.NET ONTARIO PARKS,
CANADIAN CANOE MUSEUM, RTOs, DMO’S, SECTOR’S etc.
#PADDLEON ON
SOCIAL MEDIA
CONSOLIDATES
CONTENT
INDIVIDUAL SOCIAL MEDIA POSTS
PROMOTING CONTENT
CONTENT PIECES ON
PARTNER SITES
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MEDIA
#PADDLEON STRATEGY EXAMPLE
#PaddleON should be used in conjunction with #DiscoverON where character limits and other factors allow.
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
HOW TO PARTICIPATE
OTMPC PADDLING INVENTORY & PROMOTION
• RTOs DMO’S, Sector associations to provide information for
OTMPC’s paddling inventory (a template will be provided)
• Individual businesses & event organizers can post paddling
experiences & events on Ontariotravel.net for FREE!
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
HOW TO PARTICIPATE
CREATE OR ENHANCE YOUR CANADIAN CANOE CULTURE
PAGE/SECTION ON YOUR WEBSITE
• Use branded messaging for Canadian Canoe Culture, if
possible (partners will have access to creative assets)
• Create content for your paddling section using inventory
information. RTOs to share inventory with adventure
businesses for cross-promotion and businesses to provide
RTOs with content where possible. Each partner will decide
what content is applicable for their use.
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Paddling Experiences (Guided Trips, Fully
Outfitted/Planned Trips and/or Lodge-based
Experiences)
Lessons, Skills Clinics & Learning
Gatherings/Festivals
Adventure Outfitters
Themed Itineraries/Attractions
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Competitions
Events (Non-Competitive) & Happenings
Top 10 paddling places/routes
Retail
Cool Related Content/Stories/Videos
Social Media feed
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
HOW TO PARTICIPATE
SOCIAL MEDIA CONTENT SHARING
• Share your content via social media including #PaddleON,
#DiscoverON, RTO location and other relevant cross-promotion tags.
CONTACT INFORMATION
For more information please contact:
Steve Bruno
OTMPC Partnership Co-ordinator
Cell: 705-571-5177
Email: [email protected]
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MARKETING ACTIVITIES & TIMELINE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MARKETING ACTIVITIES & TIMELINE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MARKETING ACTIVITIES & TIMELINE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MARKETING ACTIVITIES & TIMELINE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MARKETING ACTIVITIES & TIMELINE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
MARKETING ACTIVITIES & TIMELINE
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario
THANK
YOU
Ontario Tourism Marketing Partnership Corporation
An Agency of the Government of Ontario