January 20, 2009
In this issue:

Reflections on Our Troubled Times – a Message from the President
Update: Community Content on HelloBC.com
Submit Now for the New Product Bulletin
Tourism British Columbia Integration – Travel Trade
Meet Lisa Clement – Our Savvy New Media Relations Guru
Calling All Festivals and Events
Advertising in a Down Economy
Tourism One-Minute Report

Reflections  on Our Troubled Times – a Message from the President

This first e-news of the year should be filled with optimism as we start our promotional campaigns for 2009 with great expectations, but we have to step back and consider the realities of our world today.

On the positive side, we will be at the Chicago Adventure Show and the Florida RV Super Show this month, selling our destination and your products and services. Most importantly, we will be listening to consumers, and talking with them about their travel intentions for this year to give us real information for our thought process.

We do have to face our realities, and have cancelled several programs that have been offered in previous years. These include Great Getaways for the travel agent market, our complete golf program, our presence at the Vancouver International Auto Show and Calgary Stampede,  and the Canadian Educational Council  Agent Network Fair for international student and youth travel.

Listening to our audiences has always been our priority, but will be even more critical this year. During our reviews of current marketing tactics and planning for next year, we will increase our consultation with our business partners, in person and electronically. We’re looking for ideas on niche markets that could make a difference now, with partners that are willing to invest with us in cooperative marketing. If you have immediate thoughts, please call Kevan at 604-638-6930, or e-mail Kevan@vcmbc.com.

We are expecting that our resources will be reduced if the year progresses with continued lower accommodation revenues and therefore hotel taxes, but we’ll keep you informed of our priorities and our actions on a regular basis. You are encouraged to speak to any of our staff with your ideas, constructive criticism or offers of help!

- Kevan J. Ridgway

Update: Community Content on HelloBC.com

The HelloBC.com Community Content Update project is well under way with the first three community visits complete! We would like to extend a big thank you to New Westminster, Chilliwack and Burnaby for arranging great FAM tours and giving our travel writer first-hand knowledge of your communities. We are excited to see the first of these three communities' new content now live on HelloBC.com, as New Westminster has fully updated and significantly enhanced web content for all visitors to HelloBC.com. Take a moment to see the changes at http://www.hellobc.com/en-CA/RegionsCities/NewWestminster.htm.  

If you have any questions or feedback on this project, please contact Jane Stark at jane@vcmbc.com.  

Submit Now for the New Product Bulletin

After a brief delay, the New Product Bulletin is back! Don’t miss your opportunity to get noticed by the Travel Trade sector in this bulletin designed especially for trade operators. Sent out by Tourism BC, all you have to do is click this link: http://www.vcmbc.com/8533?cache=0 and tell us about your new products, packages, upgrades, etc.

Don’t miss it, the deadline is February 1, 2009. If you have any questions or comments, please contact Jason Knibbs at Jason@vcmbc.com.

Tourism British Columbia Integration – Travel Trade

By now you have likely heard some information regarding Vancouver, Coast & Mountains’ integration with Tourism BC, resulting in the region becoming an “agent of Tourism British Columbia." However, you may not be aware of what this actually means for the Travel Trade Department. Most of the changes will be behind the scenes, our partners should not be affected in any major way. Your Travel Trade Representative will remain an employee of VCM and is still responsible for the selling of our destination areas to the travel trade. All trade initiatives currently conducted by VCM will continue as normal. In fact, it will mean your representative will be even busier on your behalf.

Ultimately the most significant travel trade change will be a fiscal one. Tourism British Columbia will be absorbing all expenses relating to VCM travel trade initiatives, based on a mutually agreed upon “Provincial Trade Plan." The goal is to increase the ability of all Regions to reach the travel trade in all markets while presenting a coordinated focus and common message.

Initial discussions with all the Regions were held in September 2008, followed by a preliminary budget conference call on Tuesday, January 6, 2009. Further discussion is scheduled for April 27 with all regions meeting in Vancouver. Contact Jason Knibbs with any questions: jason@vcmbc.com.

Meet Lisa Clement – Our Savvy New Media Relations Guru

Originally from Ontario, Lisa escaped the suburban flatlands of Toronto to venture to the west coast to pursue a degree in Journalism. Writing since she could hold a crayon, Lisa completed a B.A in Professional Writing at the University of Victoria. Between studying and writing for her university newspaper, the Martlet, Lisa spent weekends travelling within the province to surf, go camping, hike,  snowboard and rock climb.

Lisa’s tourism background began with a brief stint at Fairmont Empress Hotel where she worked as a room service attendant. But even serving washed-up celebs in their underwear couldn’t keep her away from her passion of writing.

A summer co-op placement with Ontario Power Generation brought back to her hometown of Pickering, (home to nothing, but one of the largest nuclear power plants). As a member of the Public Affairs team Lisa gained experience in marketing, communications and media relations. But she’s no Homer Simpson, (though she swears she glows in the dark!), Lisa headed back west to complete her degree and several more co-op placements in both the private and public sector.

Lisa is excited to be a part of the Vancouver Coast and Mountains team, and is eager to keep exploring the region. Lisa can be reached at lisa@vcmbc.com or 604-484-5361.

Calling All Festivals and Events

Vancouver, Coast & Mountains is in the process of updating the VCM festivals and events information on HelloBC.com and wants to ensure that the Events Calendar includes accurate information for your upcoming festivals and events.  Please send a list of your 2009 events (including dates) to Mary Ann Bell at maryann@vcmbc.com.

Advertising in a Down Economy

In a recessive economy, there are more than a few changes you can make to encourage sales. Unfortunately, what you can’t change is the weather. Today, customers are preparing for a storm – spending less, saving more and taking their time with key purchase decisions. So what’s a marketer to do?

With so many dark clouds looming, it can be hard to see the silver lining. But when times get tough, shrewd marketers prove their mettle; refocusing priorities and tightening up their metrics, while sustaining an authentic, meaningful dialogue with consumers. In other words, they change their game.

Ramp up your advertising.
Your market may be shrinking, but your share of the market doesn’t have to shrink with it. Companies have benefited immensely from maintaining or increasing their advertising during the rough patches. Now, more than ever, you have an opportunity to grow both your share of voice and share of market - before somebody else does.

Measure everything. Waste nothing.
A booming economy will often encourage companies to gloss over the question of what’s working and what’s not. But with wallets tightening, brands can no longer afford to waste their money, their message or their reach. Put your communications plan under the microscope, and don’t be afraid to reevaluate or redefine the many ways you connect with customers. Now, more than ever, your success depends on it.

Create a conversation.
All doom and gloom aside, this is an exciting time for marketing communications. Brands can stay connected to their customers like never before – provided they’ve got the right partner.  New media or old, this time should be used to create value, by presenting tangible reasons to connect with your brand through the rough patches.

Today, what you say is every bit as important as how you say it. Spark a meaningful dialogue with your customers, and acknowledge that times are going to be tough. Be sincere about it; get to know your customers’ concerns and keeping look for ways to add value to their purchase. Along the way, increase your brand connection and boost your visibility. Your customers may not be in a position to buy as much or as often as you’d like in the short term, but your efforts will encourage them to remain loyal with their dollars – both now and when get things better. And that’s what this game is all about.

Source: http://www.bighouse.ca/newsletter/articles/article1.html

Tourism One-Minute Report

US Border Crossing Rules To Change again June 1, 2009.  

What is the opportunity for the Canadian tourism industry? Click here:  http://www.mahonjones.com/news_and_views/index.php?action=fullarticle&news_id=26

US Market Behaviour.

Retail: Total U.S. foot traffic for Christmas week (12/21 – 12/27) fell 4.9 percent as compared to the same period in 2007.  However, National Retail Sales Estimate (NRSE) reported a strong 21.2 percent retail sales increase for the week.

Consumer Confidence:  The US Conference Board Confidence Index increased moderately in November but dropped to a new all-time low in December.

Top 10 most-visited destinations by U.S. residents for 2007:  Mexico, Canada, United Kingdom, Italy, France, Germany, Japan, Jamaica, People's Republic of China, and Spain.

Top 10 destinations for US residents for 2009:  U.S., Mexico, Argentina, Canada, Spain, Italy, Costa Rica, Iceland, Colombia, and the United Kingdom.  

Trends for 2009:  Y Partnership reports that, among other trends, vacations and business trips will get shorter in 2009.   “The net effect is you will need to attract proportionately more visitors/guests just to achieve the same number you served this year. Clearly, withdrawal from the marketplace is not a prudent option when you do this math.”

Source: Mahon Jones & Associates: www.mahonjones.com.