Competing for America - CTC Study

The Canadian Tourism Commission (CTC) recently commissioned a study of US Leisure Travel. The study is entitled “Competing for America: CTC Presentation of the U.S. Leisure Travel Study” and there is a segment on findings about changing US travel trends to Canada. The following is an excerpt from the study (for the full presentation version please go to Changing U.S. Travel Trends to Canada, Findings and for the report visit Changing U.S. Travel Trends to Canada - Executive Summary of the U.S. Task Force Research):

Where are we now?

Destination Consideration
Over the next 12 months, Canada will compete directly with the U.S. and Europe as a preferred
leisure destination, followed by the Caribbean and Mexico. U.S. residents who have visited Canada are more likely to consider visiting Canada but represent only 23% of U.S. outbound travel. Canada has more opportunities with U.S. non-Canada travelers, but their consideration of Canada as a travel destination is much lower as they focus more on the Caribbean and Europe.

Consideration of Canada is highest among short-haul markets and declines with distance. Europe is less of a competitor in the short–haul markets but increases in mid and long-haul markets. In the short-haul market, the U.S. remains the primary competitor for all seasons. The Caribbean and Mexico are more likely to be considered in winter, but Canada is on the consideration set in spring/summer and fall surpassing the Caribbean and Europe in preference. For non-Canada travelers in the mid and long-haul markets, the U.S. is the primary competitor and Canada is rarely in the consideration set. The perception of Canada as a vacation or getaway destination depends primarily on the visitor’s distance to Canada. Most of the short-haul market sees Canada as a getaway, while the long-haul market is more likely to view Canada as a vacation (4 or more nights) destination.

Two main factors influencing the choice of destination in the past year included a desire to have fun and a need to explore.

Destination Awareness
Unaided and aided awareness of Canadian advertising declined gradually from short to mid and
long-haul markets. Among past visitors of Canada, unaided recall of Canada, Mexico and Caribbean advertising was statistically equal. In aided recall, these travelers recalled Caribbean, Mexico and Europe advertising ahead of Canada. For non-Canada travelers however, aided recall was higher for the Caribbean, Mexico, Europe and Australia/New Zealand than for Canada.

Barriers to Travel
Unaided, 6 in 10 travelers see no barriers to traveling to Canada while only 3 in 10 feel there are no barriers to going to Europe. From a provided list, previous visitors to Canada feel that the top five barriers for coming to Canada are:

• Bad weather;
• Other more interesting and exotic places to go;
• An unfavourable exchange rate;
• The price of gas; and
• A lack of interest (“been there, done that”).

Non-previous visitors to Canada believe that the top five barriers for coming to Canada are:

• Bad weather;
• Other more interesting and exotic places to go;
• Cost of air transportation;
• Cost of hotels within Canada;
• Not a good value for money; and
• An unfavourable exchange rate.

Socio-political barriers (e.g. concern over not being accepted because of US political actions)
rated low, garnering less than 8% agreement.

The short-haul market seems to be most familiar with the product of Canada, however the
cumulative effect of a continuous increase of multiple barriers (e.g. exchange rate, border hassles, document requirements, price of gas) may be giving rise to an “Is it worth it?” perception. In the mid and long-haul market, increasing competition and “noise”, combined with perceived high air fares (increasing with distance from Canada), seem to be reducing the awareness and attractiveness of Canada.

Attributes: Importance & Performance

The top five attributes sought by travelers include:

• A peaceful and relaxing place to visit;
• A feeling of safety;
• A unique sense of place;
• A feeling of exploration; and
• An authentic experience.

When compared against ideal attributes and competitors, Canada scores favourably in friendship, sense of belonging, and athleticism. Europe scores more favourably on conveying a feeling of exploration, delivering authentic experiences, providing a romantic atmosphere, giving insight into other cultures, and a sense of uniqueness. Canada’s main strengths lie with safety, relaxation, independence, and peacefulness. However, Canada is not perceived to provide an authentic enough experience, insight into other cultures, a unique experience, or desired beach/waterfront experiences according to these travelers. One important note is that those who have visited Canada rate it higher than those who have not.

Commercial Accommodation Survey

This is a research project of Tourism British Columbia and is very valuable in looking forward at projected changes in room revenue for the current quarter. This shows a marginal increase of .4% in our region, led by Richmond with a projected increase of 9.9% ..... way to go, Richmond! Unfortunately, that means negative growth for other parts of the region that participate in this survey.

Our regional figures include Vancouver and Whistler. TBC would be willing to show results by destination area if enough accommodation properties participate that maintain confidentiality. It would be great to see "Mighty Fraser Country", "Sunshine Coast" and "Sea to Sky Country" under the regional heading. This would enable us to see trends in room revenue changes and identify any urgent short term needs.

For more information on participation, please contact Richard Porges at 250-356-9936. All TBC research information is available at www.tourismbc.com under Research.

Community Tourism Foundations

The Community Tourism Foundations is a program developed by Tourism BC to support communities through the development and implementation of a marketing plan. The Community Tourism Foundations Development Program is designed for communities at different levels of developing tourism, while the Community Tourism Foundations Marketing Program provides assistance to communities wanting to implement initiatives from their marketing plan.

Seven communities were approved this year to access the Community Tourism Foundations program. Two of those communities have completed the initial assessment, Delta and Bowen Island. Two communities are booked to complete the initial assessment Sunshine Coast on February 7th and Squamish on February 22nd. The other communities that have been accepted this year include Langley, Agassiz, Kent, Harrison and White Rock. After completition of the initial assessment communities will receive a report completed by the Tourism BC facilitator and an agreement is put into a Memorandum of Understanding with Tourism BC on the next steps for the community and once there the work begins on developing tourism within the community.

Tourism British Columbia will be accepting additional communities into the program as of April 1, 2006.

On the marketing side of Community Tourism Foundations...

Abbotsford has been very busy as they successfully completed the Passport to Christmas program which enhanced and expanded the campaign from previous years to drive overnight stays and extend visits to Abbotsford. They produced postcards and brochures with retail and accommodation information that were distributed at tradeshows, in to key markets and through magazine insertions to create a mini destination for the month before Christmas. The printed pieces were supported by free radio and TV coverage. The second campaign that is currently underway in Abbotsford is the Arts, Culture and Heritage campaign which will provide create a greater awareness of the Arts, Culture & Heritage sector in Abbotsford and increase overnight stays by regional visitors by packaging the product with accommodation and other services. There will also be creation of an Arts, Culture & Heritage sub-brand, development, distribution of a brochure, advertising in the BC Arts & Culture Guide, inclusion on the BC Arts & Culture Website and participation in the BC Cultural Crawl campaign, as well as a dedicated web page on the Tourism Abbotsford’s website.

Coquitlam is in the final stages and will be launching the Flaunt Your Frenchness™ campaign on February 25th. This week long campaign was created to promote participation and increase visitation and length of stay to the oldest and largest Francophone community in British Columbia. The campaign integrates a wide array of advertising including bus ads, bus shelters, television advertising, radio advertising, print advertising, event card drops in the mail, package mail outs, brochures, Coquitlam passport, banners and posters.

Port Moody has been approved to produce an incremental marketing campaign “The Wearable Art Awards” to promote a destination tourism art exhibit that will increase visitors and weekend stays in Port Moody. The incremental marketing campaign includes a “call for entry” brochure, web site enhancement and print media. Along with this campaign Port Moody will create packages with local hotels and B&B’s.

Surrey Tourism has identified golf as one of its key assets. A “Golf Surrey” marketing program will assist in increasing traffic at Surrey golf courses, increase overnight stays in Surrey and increase and improve general traffic to other amenities in Surrey including retail outlets, restaurants and other tourism activities. The campaign includes website design for dedicated pages on golf, hotel and golf package development, distribution of a brochure highlighting the golf courses, an ad in Vancouver Coast & Mountains golf guide, advertisements in newspapers throughout the Okanagan, attendance at the Vancouver Golf Show and a Believe BC feature in the Vancouver Sun/Province.

For Chilliwack the Community Tourism Foundations Marketing Program allows them to build upon the success of the previous television campaigns through the development and implementation of an expanded television campaign that is complemented by community newspaper advertising that includes a direct call to action to purchase overnight packages.

If you have additional questions about the Community Tourism Foundations program please visit our website at www.vcmbc.com or contact Shawna Deagle at 604-484-5360 or shawna@vcmbc.com.

Keep the Press Releases Coming!

Vancouver, Coast & Mountains loves to hear about what is going on with you! Please continue to send your releases our way, and we in turn will try our best to help promote your events, news, and happenings. Please feel free to call Jennifer Huitema at any time with questions, and email your press releases to her directly at jennifer@vcmbc.com.

Tips to write a Press release

A press release is a primary means of communicating news about your company to the media. Reporters, editors, and producers are hungry for fresh news, and they often depend on releases to tip them off to new and unusual products, company trends, tips and hints, and other developments. In fact, much of what you read in newspapers, magazines, or trade publications, hear on the radio or see on television originated in press release form. Unfortunately, many editors receive dozens -- even hundreds -- of press releases each week, the vast majority of which end up getting "filed."

Your challenge is to create a release that makes the journalist want to know more and discover that your story is one they must tell.

1. Target a Journalist

It’s important to avoid writing a press release with your business target audience in mind. Unlike advertising copy, which is written to appeal to your customer, a press release is written to appeal to a journalist. Keep in mind a journalist is not someone who is seeking to buy your product or service, but is looking to fill a news need. When writing a press release, you must meet that need by filling the reporter's requirements.

Try to ask yourself the question, "Why would this newspaper's or magazine's readers care?” and provide a good answer in your press release. It is impossible to provide timely, news-oriented information to a magazine if you have no idea what interests their readers have. Take time to visit the publication’s web site and read the stories so you understanding what the publication is looking for.

2. Keep your release simple

Press releases are not meant to tell the whole story behind your news, but to give the journalist an idea of what's happening in your business that their readers need to know about. If the journalist would like additional information or would like to arrange for an interview, he/she will call you.

3. Keep it short and basic style

Press releases should be brief and to the point: 400 to 500 words is a good length. Releases are written in block style, so you don't have to indent paragraphs. Leave a single space after a period. Releases should be typed in a clear, basic font (Times New Roman, Arial, etc.) and double-spaced.

4. List the most important information at the beginning

This is a tried-and-true rule of journalism. The reporter should be able to tell what the release is about from the first two paragraphs. In fact, chances are that's all he or she may read. Don't bury good information.

5. Avoid hype, jargon and unsubstantiated claims

Press releases should not include sales hype, but real news and usable information. Find legitimate ways to set you and your company apart and stress those points. The release should answer questions about your business rather than provide promotional statements. Also you will want to avoid any jargon or technical terms such as “hard bid” contractor since most journalists may not understand what you are saying and will assume the same of their readers.

6. Promote the benefits

Show how the readers will benefit from your product or service rather than making statements about how great the product is.

7. Provide full contact information

Provide full and complete contact information with your press release -- a contact name, address, phone number and e-mail address. Your press release may whet an editor's appetite, but few publications will print your release without first talking to you or the appropriate spokesperson within your company. Make it easy for the reporter to find the correct person.

8. Always have a third party proofread your work

After you have completed the release, have a colleague or friend check for spelling, grammar and other typographical errors.

Hot off the Presses!

New Vancouver, Coast & Mountains publications have been flying off the presses these past few months! With fresh photography and enhanced editorial the guides are filled with valuable travel information for visitors to the region. As always, a very special thank you to those Marketing Partners who made the publications possible by purchasing advertising! Please contact Mary Ann at 604-638-6927 or maryann@vcmbc.com if you have any questions about publications.

Travel Guide With lots of bright new photography and refreshed editorial, the Travel Guide continues to be the core marketing piece for the region. With emphasis given to the wide variety of activities available to visitors in the region the guide features the 4 destination areas, and speciality spreads include Spa, Arts & Culture, Gardens, Family Travel and Road Trips.A significant change for the 2006 guide was the opportunity for businesses to purchase feature listings in the Partners Directory. Previously included with membership dues, this change was dictated by the association’s move from a membership model to a stakeholder model.
Discover our Golf Now in its 9th year of production, the golf guide garners rave reviews from consumers and industry professionals alike. The guide will be distributed with the March issue of Pacific Northwest Golfer Magazine, the April issue of Alberta Golf, on our golf show circuit and racked in Greater Toronto and Ottawa.
Great Getaways Guide Now in its 3rd year of production, the 24 page Great Getaways Guide is a Travel Agent's Guide to Vancouver, Coast & Mountains. Full of commissionable product and packages, the guide is distributed at the Addison Travel Trade Marketplaces, via direct mail to Canadian and US Travel Agents, and is available for order on-line through eContac (Canadian) and Distinctive Mailing Services (USA). Package are also available on-line at www.vcmbc.com/greatgetaways

Staff & Board Profiles

Meet Kevan Ridgway. He is the backbone and strength of Vancouver, Coast & Mountains…the company’s fearless leader who seems to be everywhere at once! The President and CEO of Vancouver, Coast & Mountains, Kevan gained extensive experience in Canada’s tourism industry, beginning his career as a general accounting supervisor of Holiday Inns. He soon became general manager of Hospitality Services, providing marketing and management services to several hotels and resorts in Ontario. He decided to move into not-for-profit sector to support tourism businesses and excelled in his position as Executive Director of Attractions Ontario. In 1994, Kevan Ridgway moved west and joined Vancouver, Coast & Mountains as Executive Director.

Under Kevan’s leadership Vancouver, Coast & Mountains Tourism Region continues to develop relationships with communities and businesses, assisting them on an individual basis to enhance their marketing activities and draw more visitors to our breathtaking region. The enthusiasm that emanates from Vancouver, Coast & Mountains’ board of directors, marketing committee members and staff allows it to be creative in its efforts to generate increased visitors to the region and is a reflection of Kevan Ridgway’s uncompromising commitment to service and leadership.

So next time you see Kevan’s big smile out there, be sure to stop and say hello – he would love to meet you, if he hasn’t already!

Sponsored Listing – Flaunt Your Frenchness

In a celebration of its rich Francophone culture and heritage, Coquitlam is calling on residents and visitors to find 50 ways to “Flaunt their Frenchness™” as part of its popular Tourism campaign. The campaign ties in with Coquitlam's goal to revitalize Maillardville and leverage opportunities stemming from the 2010 Olympics as a Spirit of BC community. “Maillardville is the oldest and largest Francophone Community in BC, and we as a community we recognize this unique neighbourhood as one of our greatest assets,” says Mayor Maxine Wilson. The "Flaunt your Frenchness™" campaign is about celebrating whatever your “Frenchness” is, whether it's French language, French ancestors, French fashions or a preference for French food. This year’s campaign challenges everyone to find 50 different ways to celebrate during "Flaunt your Frenchness™" week. Flaunt Your Frenchness™ week runs February 25 – March 5 and is a prelude to Francophone month (March). For more information on Francophone events during Francophone month please visit www.festivaldubois.ca and to learn about the 50 Ways to Flaunt your Frenchness. Visit www.coquitlam.ca.