Tourism Winnipeg 2011 Marketing Plan & Partnership Opportunities
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Tourism Winnipeg 2011 Marketing Plan & Partnership Opportunities 1 Message from the President & CEO and Senior Vice President Winnipeg’s tourism landscape is evolving at a rapid rate, presenting tremendous long-term opportunities for significant tourism growth. Moving the city forward are signature projects such as the Canadian Museum for Human Rights, a new airport terminal, downtown redevelopment including over $150 million invested by the University of Winnipeg, a new stadium, refreshed Manitoba Children’s Museum and redevelopment at the Assiniboine Park. Other exciting projects on the horizon include the opening of Ikea and high-end retail complex, an expanded convention centre, Upper Fort Garry and renewed riverfront walkway. 2011 is an important year for Tourism Winnipeg and the city’s tourism industry. After embarking on a creative and strategic planning process, Tourism Winnipeg released its Master Tourism Plan, identifying key priorities to be advanced over the next five years. The Master Tourism Plan is a holistic document that lays a hierarchal foundation to address destination management, where as the annual marketing plan plays a supporting role. The 2011 Marketing Plan & Partnership Opportunities captures the markets, objectives, and strategies Tourism Winnipeg will address in order to facilitate continued tourism growth for Winnipeg in collaboration with industry stakeholders. Industry partners are invited to engage audiences in the leisure, meetings and conventions, sports and special events and travel trade markets through Tourism Winnipeg’s co-operative sales and marketing initiatives. A major focus of Tourism Winnipeg’s integrated marketing efforts will be enhancing its online presence, including the addition of a mobile website, increased social network activity, the development of topic specific microsites, online reservation system and heightened visitor packaging and itineraries. Tourism Winnipeg will implement innovative niche market strategies through various platforms and lead in the development of new approaches to reach target demographics in the leisure travel, meetings and conventions, travel trade and sports and special events markets. Campaigns will be vibrant, bold, surprising, relevant, credible and most importantly, reflective of Winnipeg’s unique selling features. With the overarching Master Tourism Plan guiding the way and Tourism Winnipeg’s professional staff and industry stakeholders providing the energy and expertise, the 2011 Marketing Plan & Partnership Opportunities will effectively deliver measurable results and successfully maximize visitation and tourism expenditures. Best regards, Marina R. James Chantal Sturk-Nadeau President and CEO Senior Vice President Economic Development Winnipeg Inc. Tourism Winnipeg 3 About Tourism Winnipeg and Economic Development Winnipeg Inc. Tourism Winnipeg, a division of Economic Development Winnipeg Inc., is the city of Winnipeg’s destination marketing organization. Tourism Winnipeg is responsible for increasing overnight visitations to the city through a wide array of initiatives. Led by a private-sector board, Economic Development Winnipeg Inc. is an arm’s-length organization that leads, facilitates and promotes Winnipeg’s economic development and tourism development efforts. Tourism Winnipeg is supported by shared services including marketing, communications and media relations and research and information management. Contact Information Tourism Winnipeg Economic Development Winnipeg Inc. 300 - 259 Portage Avenue 300 - 259 Portage Avenue Winnipeg, MB R3B 2A9 Winnipeg, MB R3B 2A9 Phone: 1.204.943.1970 Phone: 1.204.943.1997 Toll-free: 1.800.665.0204 Fax: 1.204.942.4043 Fax: 1.204.942.4043 Email: [email protected] Email: [email protected] Web: www.economicdevelopmentwinnipeg.com Web: www.tourismwinnipeg.com 4 Tourism Winnipeg Staff Chantal Sturk-Nadeau Larissa Peitsch Senior Vice President Project Manager, Tourism Phone: 204.954.1987 Phone: 204.954.1993 Email: [email protected] Email: [email protected] Rachelle Normand Ila Schlegel Sales Manager, Meetings & Conventions Tourism Services Coordinator Phone: 204.954.1981 Phone: 204.954.1983 Email: [email protected] Email: [email protected] Philippe Kwon Delia Kolomic Sales Manager, Meetings & Conventions Tourism Administrator Phone: 204.954.1978 Phone: 204.954.1994 Email: [email protected] Email: [email protected] Monte Miller Yvonne Dupuis Manager, Sports & Special Events Visitor Counsellor, Downtown Information Centre Phone: 204.954.1990 Phone: 204.943.1970 Email: [email protected] Email: [email protected] Jill Lusty Manager, Travel Trade Phone: 204.954.1989 Email: [email protected] Economic Development Winnipeg Inc. Staff Marina R. James, President and CEO Julia Adams, Manager, Phone: 204.954.1988 Communications & Media Relations Email: [email protected] Phone: 204.954.1977 Email: [email protected] Tannis Hogue, Vice President, Kelly Krebs, Marketing Coordinator Marketing & Communications Phone: 204.954.1995 Phone: 204.954.1984 Email: [email protected] Email: [email protected] Cody Chomiak, Manager, Marketing Phone: 204.954.1960 Email: [email protected] 5 Table of Contents Introduction 7 Leisure Travel Market 8 Meetings and Conventions Market 10 Sports and Special Events Market 13 Travel Trade Market 15 Travel Media 18 Partnership Opportunities 21 Photo Credits 34 6 Introduction Tourism Winnipeg’s mission is to promote and influence economic applying resources – both time and funds – to make them a reality. growth in Winnipeg and to facilitate the future of a healthy, The 2011 Marketing Plan will focus on further advancing the meetings prosperous, fully integrated, responsible tourism industry. and conventions, travel trade and sports and special events markets, as well as creating and advancing leisure market tactics in Primary Tourism Winnipeg leads the city’s destination sales and marketing Access Travel Areas (PATA) to increase overnight visitation. efforts, acts as the industry’s advocate and liaison, creates partnership opportunities, collaborates with industry, leverages travel media, Tourism Winnipeg works with the following customer groups: leads city bids and proposals and operates visitor information centres. Tourism Winnipeg is focused on business development that attracts Tourism businesses and organizations in Winnipeg meetings and conventions, sports and special events, travel trade and leisure visitation. Visitors who are either in Winnipeg or who intend to visit the city Travel Manitoba is a significant strategic partner and plays a major Travel influencers, including meeting planners, association role in supporting Tourism Winnipeg’s initiatives. This symbiotic executives, corporations, sport and special event organizations, relationship contributes to the success of Winnipeg’s tourism industry tour operators, travel agents and travel media and is beneficial to all stakeholders. To assist in marketing preparations, the plan identifies strategic Each year, Tourism Winnipeg produces a marketing plan which charts priorities in each market. Each market has numerous audiences that the organization’s course for the coming year, identifying key priorities collectively represent Winnipeg’s broad customer base. and opportunities. The plan is integral to establishing priorities and Tourism Landscape Total person visits: 2.6 million a year Total person overnight visits: 1.05 million a year Breaking down that number: who’s coming to Winnipeg? Breaking down that number: who’s staying overnight in Winnipeg? » Total person visits from Manitoba: 1,911,100 (73%) » Total person visits from Manitoba: 438,300 (42%) » Total person visits from Canada: 466,500 (18%) » Total person visits from Canada: 413,400 (40%) » Total person visits from United States: 189,500 (7%) » Total person visits form United States: 140,800 (14%) » Total person visits from Overseas: 61,700 (2%) » Total person visits from Overseas: 53,900 (5%) Breaking down that number: what are they doing? Same day and overnight visitors spent: $483 million » Pleasure: 1,099,000 (42%) Breaking down that number: who’s spending money in Winnipeg? » Visiting Friends and Relatives: 978,800 (37%) » Manitoba: $246 million (51%) » Business: 256,500 (10%) » Canada: $145 million (30%) » Other: 294,700 (11%) » United States: $57 million (12%) » Overseas: $35 million (7%) Note: Overnight visitors spend $326 million (67.5% of the combined spend) Source: Research Resolutions & Consulting Ltd., Adapted from Statistics Canada, 2008 International Travel Survey Microdata and 2008 Travel Survey of Residents of Canada Microdata 7 Leisure Travel Market With new destinations entering the marketplace each year, consumers TARGET AUDIENCE are presented with a wide range of product offerings, thus making Primary Families | Multi-generational, Baby Boomers | Seniors, the tourism environment increasingly competitive. Anticipating Student | Youth consumers’ interests and effectively delivery on these interests can give a competitive edge to any destination. Secondary Couples (romantic getaways), Women (girlcations), Men (mancations) In 2011, Tourism Winnipeg will position the city as a desirable four- season leisure travel destination, giving greater focus in packaging GEOGRAPHIC MARKET Winnipeg to attract leisure visitation. Tourism Winnipeg will drive Leisure