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Marketing Canada to the World:Are We Spending our Money in All the Right Places
“THE FORCES OF COMPLEXITY, GLOBALIZATION AND TECHNOLOGY ARE ACCELERATING CHANGE AND INCREASING VOLATILITY.”
JIM COLLINS GREAT BY CHOICE
“THE BEST WAY TO PREDICT THE FUTURE IS TO CREATE IT.”
PETER DRUCKER
4
5
6
7
Emerging Country arrivals set to soar
The Big Picture
Larger competitive set
Source: UNWTO
RANK 1950 World
Share 1970 World
Share 1990 World
Share 2010 World
Share 1 USA
97%
Italy
75%
France
67%
France
56%
2 Canada Canada USA USA 3 Italy France Spain Spain 4 France Spain Italy China 5 Switzerland USA Hungary Italy 6 Ireland Austria Austria UK 7 Austria Germany UK Turkey 8 Spain Switzerland Mexico Germany 9 Germany Yugoslavia Germany Malaysia 10 UK UK Canada Mexico 11 Norway Hungary Switzerland Austria 12 Argentina Czech Greece Ukraine 13 Mexico Belgium Portugal Russia 14 Netherlands Bulgaria Malaysia Hong Kong 15 Denmark Romania Croatia Canada
Other 3% 25% 33% 44% Total 25 million 166 million 703 million 935 million
Challenge the Conventional
58%
ROLE OF BRAND
Source: FutureBrand
Our Biggest Challenge
TO
CONVERSION
WE NEED TO MOVE TRAVELLERS
FROM
AWARENESS
17
19
Understanding the Consumer’s Journey to CanadaAre we spending our marketing money in all the right places?
THE PATH TO PURCHASE IS NO LONGER LINEAR AND REDUCTIVE
20
TOURISM’S MODEL: OLD THEORY
AWARE OF BRAND
ON FUTURE GENERAL LIST
ON SERIOUS CONSIDERATION LIST
PLANNING A PURCHASE
BUY
FOUR KEY STAGES
5. DETAILED ITINERARY PLANNING
1. AWARE
2. ON DREAM LIST
3. ON CONSIDERATION LIST
4. CREATING A VACATION MOVIE
6. FINALIZING TRAVEL ARRANGEMENT
7. BOOKING A TRIP8. EXPLORING CANADA
9. ADVOCACY
CONSIDERATION EVALUATION
PURCHASEADVOCACY
THE ADVOCACY LOOP
5. DETAILED ITINERARY PLANNING
1. AWARE
2. ON DREAM LIST
3. ON CONSIDERATION LIST4. CREATING A VACATION MOVIE
6. FINALIZING TRAVEL ARRANGEMENT
7. BOOKING A TRIP8. EXPLORING CANADA
9. ADVOCACY
FOUR KEY STAGES—Experience
5. DETAILED ITINERARY PLANNING
1. AWARE
2. ON DREAM LIST
3. ON CONSIDERATION LIST
4. CREATING A VACATION MOVIE
6. FINALIZING TRAVEL ARRANGEMENT
7. BOOKING A TRIP
8. EXPLORING CANADA
9. ADVOCACY
CONSIDERATION EVALUATION
PURCHASEADVOCACY
www.canada.travel/SEC
FOUR KEY STAGES—Advocacy
5. DETAILED ITINERARY PLANNING
1. AWARE
2. ON DREAM LIST
3. ON CONSIDERATION LIST
4. CREATING A VACATION MOVIE
6. FINALIZING TRAVEL ARRANGEMENT
7. BOOKING A TRIP8. EXPLORING CANADA
9. ADVOCACY
CONSIDERATION EVALUATION
PURCHASEADVOCACY
27
WHICH COUNTRY WOULD YOU RECOMMEND TO VISIT THE MOST
REPUTATION INSTITUTE COUNTRYREPSM RANKING 2010
CTC Facebook screenshoot
FOUR KEY STAGES—Booking
5. DETAILED ITINERARY PLANNING
1. AWARE
2. ON DREAM LIST
3. ON CONSIDERATION LIST
4. CREATING A VACATION MOVIE
6. FINALIZING TRAVEL ARRANGEMENT
7. BOOKING A TRIP8. EXPLORING CANADA
9. ADVOCACY
CONSIDERATION EVALUATION
PURCHASEADVOCACY
32
Focus on the Retail ExperienceAnd on the Influence of the retailer and sales channels to close the sale
33
Thank You