Purpose: To work with Communities to develop their infrastructure (where required) and create marketing plans supported by matched dollars to generate incremental in-region and within BC visitation to communities.

Eligibility: Any community within the Vancouver, Coast & Mountains Tourism Region (VCM) that has a demonstrated commitment to sustainable tourism development and works within the framework of a 3 – 5 year Tourism Plan.

** Any community currently in the development stage of their infrastructure is able to apply for assistance through the Development side of Community Tourism Foundations with Tourism BC. VCM will assist these communities through the process to access these services.

Process:

1. All communities must submit an Expression of Interest to Tourism BC (TBC). Once TBC has agreed that the community is market ready, they may proceed with the marketing application to VCM. 
2. Community to develop plan identifying concept, timeframe, creative, cost, tracking mechanism and expected result (VCM available for support and assistance).
3. Community to present this plan in the standard format (provided by TBC) to the Regional Association 
4. VCM to review and evaluate based on criteria.

VCM Criteria: 

• Initiatives must be supported by Community’s Tourism Plan and fit within the applicant’s research based marketing plan
• Marketing program must be focused on in-region or within BC visitors
• Campaign must encourage an overnight stay in the region
• Strength of the evaluation framework to measure results
• All messages must communicate community brand identity, as well as VCM and TBC logos and adhere to TBC’s specific graphic standards for this program
• Community must provide matching funds for the initiative
• Programs must be incremental to existing marketing initiatives

TBC Criteria

• Ability to build preference and convert preference to purchase
• Ability to work in partnership and build relationships with other industry and non-industry partners
• Ability to track enquiries and bookings or use of HelloBC toll free number (information and booking service) and website as the call to action, where appropriate
• Contribution to the Provincial economy through increased tourism spending, regional economic development and tourism job creation
• Strength of the evaluation framework to measure results

Special Notes:

• Maximum matching dollars available per community is $20,000
• There is a budget of $70,833 for FY 2007 (April 1, 2006 to March 31, 2007). Applications will be reviewed and assessed upon submission. Funds may be dispersed at any point in FY 2007
• Although requests can be made on a project by project basis, preference will be given to communities submitting all potential projects for FY 2007 at one time
• The Community Tourism Foundations Marketing Program is being offered by Tourism BC and administered by Vancouver, Coast & Mountains Tourism Region on a one year trial basis
• Community to track all expenses related to the project on an excel spreadsheet and submit spreadsheet with invoice for payment of agreed upon amount payable to the community
• Proofs of any ads or collateral pieces must be submitted to VCM prior to printing to ensure graphic standards are met

Types of Assistance:

Up to 50% cooperative funding will be available for consumer marketing activities including:

• Broadcast or print advertising
• Direct marketing
• Promotions
• Research
• Tracking and conversion studies

Contact:

Shawna Leung
Director, Community Relations
shawna@vcmbc.com
Direct: 604-484-5360