Canadians staying home in 2006

A survey by GPC Public Affairs shows that more Canadians will travel this year and the trend toward travelling within their home province will continue. Great news! Canadians intending to travel increased to 67%, up 10 points from last year and 18 points higher than 2004. The research shows even greater results for the western provinces, where 75% intend to travel this year compared with 62% last year. As for the intended length of stay, 31% will plan a 2-night getaway, 20% for 3 nights and 11% for one night.

China Update: keeping expectations within reach

To describe the industry enthusiasm over the emerging China market as a “buzz” would do it little justice; an incessant clamour would be more accurate. While the ongoing negotiations between the Canadian and Chinese governments to reach an Approved Destination Status (ADS) agreement are a positive sign, it is important to remember that ADS has not yet been secured. The negotiations are government-to-government; the tourism industry and its business associations - including the Canadian Tourism Commission (CTC) - are spectators, not negotiators, and caution is a watchword when weighing hype against reality.

Of late, there have been recent news reports presenting an inaccurate portrayal of the market size and the initial effect on tourism since China agreed to grant ADS to Canada (subject to detailed negotiations). Obtaining ADS is a long and tenuous process, and despite what has been written, this ADS designation does not happen overnight. “While there is tremendous interest for the long-term development of the Chinese market, the CTC will monitor this opportunity while continuing to support the other Asia Pacific markets where Canada has equity and established partnerships,” explained Andrew Clark, CTC vice-president of sales, in a recent presentation on the China market.

It is worth noting that (between January and November 2005) China already sent to Canada nearly 110,000 tourists. This is an increase of 14.3% over the same period in 2004. And while the numbers do not come close to matching numbers from, say, Japan (402,125) or South Korea (167,867) they are still significant. When, as it appears likely, ADS is finally granted to Canada, it appears we will have ample opportunity to prepare for - and meet - the demand. Says Clark, “While I have heard some very aggressive targets from various sources, we feel that market growth of 15% per annum is not unreasonable."

Clark explains that – based on other countries’ experiences when ADS is confirmed - the Canadian industry should expect a lead-time of six months to ensure that they are able to get the right product to market. The China National Tourism Administration, a governing body which implements any ADS decisions, will watch how Canada delivers on its promises and will demand compliance to the terms of the ADS agreement once finalized.

“Awareness of Canadian product is extremely low in China, and as a country we have the unique opportunity to approach this market as a team, with a full range of itineraries and diverse product covering all four seasons and all regions of Canada,” Clark continues. “A quality tour experience is vital for our ongoing success and is not something which can be rushed into.”

Reprinted from the February Edition of the Canadian Tourism Commission's Tourism Magazine

Creating an effective print ad – Part 1

There are many things to consider when creating an ad for print, whether it is for use in magazines, newspapers, or other print applications. A good graphic designer will discuss the goals and objectives of the ad with you before they begin the design process, but here are a few quick tips to keep in mind as you create your print ad:

The Big Idea
Before you or your designer begins designing, you will need to think about how to get your main message across. You will have a very limited amount of time to communicate with your audience, and only seconds to entice them to read your ad before they flip the page. Therefore you need a “big idea” that will take your main message and turn it into the “hook” that pulls the reader to it.

What information should you include?
An ad, unlike a brochure, is not meant to be a rich information source. It is meant to 1) get one single, strong message across in a limited amount of time, and 2) generate some kind of response from the reader. Here are a few tips on selecting information:

• Consider your audience. What it important to them? What would entice them to stop and read your ad?
• What key selling features will need to be included to entice the reader to act on your ad? How do these features relate to the needs of your audience? How are you different from other advertisers?
• What contact information do you want to include? Will you be using particular information in your ad to track its success? (You should!)

Layouts that work
Layout is extremely important to the effectiveness of your ad – it’s what will draw a reader into your ad (or not!). Think about the impression you have of ads you see as you flip through a magazine, particularly in publications your target audience reads. Some of these ads will seem too cluttered and confusing to bother with. Others will jump out at you and entice you to read them. Consider these guidelines:

• Include a single dominant focal point. This is the most important rule of ad design. Such a point should be either the headline or a main visual image (one should be more dominant that the other or they will end up competing with each other). This focal point will give the eye a place to begin, and will make it easier for the reader’s eye to move from one element to the next.
• Place your focal point at the top. Your layout should follow the normal order of scanning, from top to bottom. Readers will tend to look first at the visual, then the headline, then the copy (the only exception to this rule is when you have used your headline as the focal point). Keep in mind that the copy in your ad will get less attention than pictures, so ensure that your main visual image and the headline convey your main message.
• Keep it simple. The simpler the layout, the easier it will be to understand.
  Don’t underestimate the power of white space. White space serves a vital purpose. It directs the eye to the valuable points on a page. Without white space, the eye can get lost in a clutter of information and may miss the message.

A good and poor example of a print ad: (click to enlarge)

Watch for “Creating an effective print ad – Part 2” in a future E-News, where you’ll learn about:

• Choosing Visuals
• Writing convincing copy
• Typography
• Picking the right publications

Happy ad designing!

Thanks to Tourism BC’s ‘Tourism Business Essentials Manual: Ads and Brochures that Sell’ for the great tips given above. To order copies of Tourism BC's Business Essentials Manuals, please visit www.TourismBC.com.

Visual Media Update

We're getting a makeover!! Watch www.VCMBC.com in upcoming months for a brand new look! Building on the success of the tagline "All things are possible!", the overhaul will use strong, emotive images and layouts to convey to visitors the diversity of experience available in the region. The tone of the redesign be reflective of the nature and diversity of the region and a sense of fun and friendliness will be conveyed. Already a valuable information resource for visitors researching their next vacation or getaway destinations, www.VCMBC.com will clearly demonstrate that "All things are possible!"

The cosmetic makeover is only stage 1. Stage 2 will see changes to the navigational structure, making the enormous amount of information on the site easier to find!

Vcmbc.com - Site Statistics for Jan / Feb 2006

www.VCMBC.com, the offical website of Vancouver, Coast & Mountains Tourism Region is packed full of valuable information to lure potential visitors to choose our region for their next vacation or getaway. From destination information and where to stay & play, to details about taxes, currency and passports, www.VCMBC.com can answer just about any question. Below is a snapshot of how many visitors used the site in January & February 2006, what they were looking at and where they're coming from.

If you have more questions, or wish to enhance your presence on www.VCMBC.com, please feel free to contact Mary Ann at 604-638-6927 or by e-mail at maryann@vcmbc.com.

Unique Visitors - 114, 209 (increase of approx 42% over Jan/Feb 2005)
Page Views - 285,976

Demographics
1. US
2. Canada
3. UK
4. Netherlands
5. Australia

Most requested Editorial Pages
1. Home Page
2. Fishing
3. Sunshine Coast
4. BC Holidays
5. Customs & Duty Free Allowances

Most requested Partner Pages
1. River Rock Casino
2. WestJet Airlines
3. Delta Vancouver Airport Hotel
4. Metropolis at Metrotown
5. Malaspina Coach Lines

Top Search engine referrals
1. Google
2. Yahoo
3. MSN

Top Search Terms
1. (other)
2. River Rock Casino
3. Malaspina Coach Lines
4. VIA Rail Canada
5. Cascades Casino

Staff & Board Profiles

Introducing our dynamite Chair of Vancouver, Coast & Mountains…drumroll please - meet Irene Sturzenegger!

Irene Sturzenegger and her late husband immigrated from Switzerland in 1966 to Montreal together with some of their friends.They were all lucky enough to spend the Centennial year of Canada and Expo 67 there. However, a lot of their friends became unemployed with the Fair. At the time, the whisper in the town of Montreal was “Go West Young Man” and Irene and all her friends decided to do just that.

Once they settled in Vancouver and found employment, they purchased a pick up truck and camper. They spent every free weekend and holidays to travel and explore most of the North America and fell in love with their new home passionately. In 1975 Irene became a mother to her great son Kelly, who she stayed at home with. After few months she felt very lonely and bored and decided to return to work. The year 1975 was also the birth of the RV Rental industry. Two Ford dealers and CP Air started promoting this product to the European market. Irene was lucky to get a job with one of the dealers. Four years later, she was convinced that she could offer a better product to her customers.

In early 1980s Irene and Victor decided to start a new company and chose the name GO WEST. They thought the name of the company was very appropriate for the customers that came from Europe. They are still to this day talking about “The West” picturing the Pioneering times, Indian and Cowboys, but most of all the beautiful nature of Canada. Irene wanted to offer tourists coming to BC the best possible home on the wheels. She felt that she had a perfect attributes; growing up in Switzerland she learned to put emphasis on quality. Irene and Victor did not have any money and at the beginning had to lease RVs from private owners in order to offer the product. They put hundreds of hours into service work, and worked 6 days a week for the first 15 years. Finally having a fleet available, they sold rental holidays to European Tour Wholesalers who already knew them. As a matter of fact, right from the start and to this day, Go West was considered 5 star rental company. After all these years in the business, Irene still comes to the office daily with the same passion.

In 1988 Irene’s brother Willy joined them and opened the station in Calgary, which offered one way rental possibility. They found Owasco in Toronto and started working together in order to offer the stations in 3 major gateways to Canada. Go West has grown from a tiny business into a very successful RV Dealership – selling, renting and repairing RVs. The passion of people of Go West is the same as it began 26 years ago.

Irene’s incredible passion and work ethic make her a considerable asset to the board of Vancouver, Coast & Mountains. We are delighted to have Irene as our Chair, and value her expertise and knowledge of tourism.