Hamilton Halton Brant

2014/15 Consumer Marketing Activity & Outcome Highlights Q1 - Q4 (April 1, 2014 – March 31, 2015) in Hamilton Halton Brant

2 Overall 2014/2015 marketing Highlights

10,916,981 40,884 6,904,000 Digital ad Ad Print Ad impressions Click-Throughs Impressions

29,919 7,379 135,896 1,862 leads created for NEW consumer visits to leisure & total clicks to partners & DMOs database subscribers outdoor websites partner offers Increase of 52% total over 2013/2014 19,636 database at March 31, 2015

Growth of 60% over 2013/2014

Combined deliverables of the Foundational, Red, White & True, and Nature Unexpected Campaigns

3 Campaign Period: April 2014 – March 2015 4 Campaign Strategy

Objectives Product Focus Target Markets Increase visitation to Hamilton Primary focus was on the four Aligned with those defined in the Halton Brant, while increasing signature landscapes, including: marketing strategy, incorporating the proportion of overnight Canadian explorers, Family Fun visitors • Grand River Seekers, and Avid Adventurers

To build awareness on the • • GTA best in class outdoor product located in Hamilton Halton • & Waterfalls • Kitchener/Waterloo/Cambridge Brant region • Conservation Areas & • Windsor/London To position authentic Hamilton Shorelines Halton Brant experiences • Near US markets and leverage key demand generators as identifiers for the destination/brand

5 Key Messages & Creative Concept

Nature Unexpected Experience Canadian Landscapes in a whole new way

Calls-to-action included partner offers, suggested trip ideas and itineraries, and database subscription via the Outdoor contest

All tactics drove consumers to ourtruenature.ca

6 Campaign Activity & Results Highlights

7 Unique Canadian adventures are closer than you think. hAMILTON | hALTON | BRANT 2015 Collateral

HIkING THE WATERFALL CAPITAL 2014 2015 Of THE wORlD

wE’RE HERE ALREADY? A+ ADvENTuRES ThAT ARE CLOSE TO hOME

2014 OUTDOOR ENTER TO WIN A 2-DAY ESCAPE FOR 4 adventure 14-RTO3-0147 — Outdoor Adventure Guide FINAL—REPRI GUIDE NT.indd 1 Distribution Distribution IN Q4 15-03-06 2:14 PM Sportsmen’s Show 75,000 2015 Toronto Sportsmen’s Show 100,000 Outdoor Adventure Show 2015 Outdoor Adventure Show copies copies Bruce Trail Conservancy PRINTED PRINTED

Mississauga Spirit of the City (balance of distribution in fiscal 2015/2016) Mississauga Life …and various consumer events

8 Paid Media

Print Media Activity 2014 Parks Guide

2014 Grand River Parks Guide

Epoch Times Travel Ontario Magazine (Summer & Fall)

OTMPC Best of Ontario Mini-Magazine (FSI)

Globe & Mail Explore Ontario Spring & Fall Insert and Travel Section Ads

Toronto Star 2014 Summer Guide

Mississauga Life Spirit of the City Total Circulation/ Impressions 5,886,000

9 Paid Media

Digital Media Advertising Activity 7,035,528 Globe & Mail Website online ad impressions Ontario Parks Website

Publicitas Digital Audience Targeting System

Ontario Summer Fun Guide Website

Attractions Ontario Website

Facebook Advertising Nature Unexpected Offers

Results 8,936 click- 0.13% throughs click- through rate

10 Paid Media

Digital Media E-Marketing Activity

Ontario Parks Email Booking Confirmations

OTMPC Co-Branded Eblast OTMPC Local Insider Eblast 1,032,432 Results emails deployed 13,060 total clicks 5,669 new database subscribers via otmpc/HHB Co-Branded e-blast 11 E-Marketing HHB Consumer Database

Activity 94,945 total emails deployed

RESULTS 21,046 2,371 unique opens total clicks (21% open rate) (11.5% click rate) 416 clicks to partners offers on ourtruenature.ca

12 Website ourtruenature.ca

Activity

New Nature Unexpected Blog launched

Implementation of social sharing tools

Seasonal content including itineraries, special offers, and seasonal graphics 55 partner listings and 22 average partner offers per quarter Results

33,058 total visits 2:30 minutes average time spent on site 28,255 total unique visits 74.25% new visitors 76,668 total page views 4,484 referrals to 2.5 average page partner sites views per visit 1,510 total clicks to partner offers 13 Blog

Activity

Launch Date: June 16, 2014 Total number of blog posts: 40 posts Results 5,716 total page 1:27 views minutes average time spent on page

14 Database Acquisition

Our True Nature Contest Autumn Waterfront Cycling Contest Activity Activity

Contest active: March 1 – October 31, 2014 Contest active: May 12 – August 15, 2014

Development of three outdoor adventure Development of three outdoor adventure getaway getaway packages used as primary packages used as primary call-to-action in Vélo call-to-action in outdoor tactics Québec Grand Tour tactics Results Results 7,871 108 new database new database subscribers subscribers

15 Media Relations

Activity

Developed and deployed outdoor focused media release, developed Nature Unexpected media kit, and pitched story ideas and familiarization trip opportunities to outdoor writers Results AUDIENCE REACH 8 per publication stories 1,500-25,000 published 6,089 monthly words page views published

6 participating partners:

Grand Experiences One Axe Pursuits Grand River Rafting Rattlesnake Point Kelso Conservation Area Royal Botanical Gardens

16 Foundational Campaign Period: April 2014 – March 2015 Red, White & True Campaign Period: in Hamilton Halton Brant May 2014 – October 2014

17 Campaign Strategy Objectives

Increase visitation to the Heart of Ontario, while Target Markets increasing the proportion of overnight visitors Aligned with those defined in the marketing Build awareness on the best in class leisure and strategy, incorporating Canadian explorers, Canadian heritage product located in Hamilton Halton Family Fun Seekers, and Arts & Culture Seekers Brant region • GTA • Windsor/London Position authentic Hamilton Halton Brant experiences and leverage key demand generators as identifiers for • Kitchener/Waterloo/ • near US markets the destination/brand Cambridge

Product focus Product focus Foundational Marketing Campaign Red, White & True Campaign

Primary focus was to provide communication to Primary focus was on five product categories to consumers on an ongoing basis on key activities: appeal to New Canadians and families, including:

• Top Attractions • First Nations Culture • Canadian Innovation e.g. , Royal Botanical Gardens, etc. and Heritage and Transportation • Canadian Military • Canadian Sport • Top Events Heritage and Outdoor e.g. FEO Top 100 List, select Arts & Performing Arts events Adventure • ’s Founding and leveraging product featured in other two campaigns Families 18 Key Messages & Creative Concept

Foundational Marketing Find your way to the heart of Ontario

Calls-to-action included partner offers, suggested trip ideas All tactics and itineraries, and database drove consumers to subscription via contesting theheartofontario.com

Red, White & True Campaign Canadian History comes to life in Hamilton Halton Brant

Calls-to-action included purchasing partner offers found in the Canadian Heritage Passport and through the website, accessing trip ideas and itineraries, and opting in to the database via contesting

19 Campaign Activity & Results Highlights

20 2014 PASSPORT TO SAVINGS FREE! a $400 VALUE Collateral

in Hamilton Halton Brant

Canadian Heritage Passport Activity Distribution ! DMOs OTICs Canadian history comes to life in Hamilton Halton Brant Hotels 75,000 Heritage Partners Consumer Events copies Canadian Immigrant Magazine Mississauga Life Rack Distribution RESULTS 1000+

coupon * * provided by 15 of 16 redemptions participating partners vs. 700 in Visit theheartofontario.com 2013/2014 to start planning your getaway! 21 Paid Media C e l e b r a t e what makes

great Print Media Activity Toronto Star 2014 Summer Guide

FEO Guide 2014

at Hamilton Halton Brant’s Epoch Times Chinese Newspaper festivals and special events FEO Guide 2015 This summer, celebrate the stories of Canada in Hamilton Halton Brant. Glowing Total hearts are guaranteed whether you’re saluting our country’s proud military history, grooving to great Canadian music or sharing •the Hamilton pride of Sky rich Fest, Aboriginal June 20th heritage. - 21st Circulation/ • RBC Canadian Open, July 20th - 26th • Canadian International Military Tattoo, Impressions May 30th - 31st • Grand River Champion of Champions Pow Wow, July 25th - 26th • Re-enactment of the , June 5th - 7th • , September 10th - 13th 1,018,000 • Sound of Music Festival, June 13th - 14th, 18th - 21st

CHEER ON OUR NEXT GENERATION OF ELITE ATHLETES AT PAN AM GAMES TRACK CYCLING AND SOCCER EVENTS.

JOIN IN ALL THE PAN AM FUN AT THE HAMILTON KICKS IT UP FESTIVITIES.

For a complete listing of Hamilton Halton Brant’s festivals and special events and to enter our contest, visit: theheartofontario.com 22 Paid Media

Digital Media Advertising Activity

Publicitas Digital Audience Targeting System

Facebook Advertising

Ontario Summer Fun Guide Website

Attractions Ontario Website

NOW Toronto Website Takeover 3,881,453 online ad impressions Results 0.40% 15,397 click- click- through rate throughs

23 Paid Media

Digital Media E-Marketing Activity

OTMPC Best of Ontario Eblast

OTMPC Holiday Eblast Attractions Ontario eNewsletters 525,287 NOW Toronto eNewsletters emails deployed Results 3,491 total clicks

24 Paid Media

BROADCAST Activity

Chris Robinson Radio Show

2,217,000 118,000 listener impressions listeners

Product focus

Red, White & True, Foundational and Nature Unexpected

25 E-Marketing HHB Consumer Database

Activity 6 foundational 2 E-blasts 120,086 red, white & total emails true E-blasts deployed be a staycation superstar Plan a fun-filled escape in a flash.

RESULTS 1,032 clicks 25,231 to partners offers on unique opens theheartofontario.com (26% open rate) Find ideas for close-to-home fun here. Score dozens of special discounts here. 3,393 Save with 25 hotel Find even more offers here. staycation inspiration total clicks on our new blog here. (13.24% click rate)

For more offers and events go to www.theheartofontario.com 26 Website theheartofontario.com

Activity

Re-design of homepage and website re-skin

New foundational blog launched

Implementation of social sharing tools

Seasonal content including itineraries, special offers, and seasonal graphics 503 partner listings, 84 total unique partner offers and 629 partner events

Results 102,838 total visits 1:35 minutes average time spent on site 90,116 total unique visits 82.66% new visitors 199,317 total page views 25,435 referrals to 1.9 average page partner sites views per visit 352 total clicks to partner offers 27 Blog

Activity

Launch Date: June 16, 2014 Total number of blog posts: 49 posts Results 4,059 total 1:24 page views minutes average time spent on page

28 Database Acquisition

in Hamilton Halton Brant

ENTER RED, WHITE & TRUE Contest Activity TO WIN! Contest active: May 1 – August 8 Sign up online to receive special travel Development of two Canadian Heritage offers and news from Hamilton Halton Brant and you’ll be entered to win one themed packages used as call-to-action of two Red, White & True getaways! in Red, White & True and Foundational campaign tactics Results Family Fun with Little Ones a two-night package for four, valued at $1,000 745 See highlights of package on inside back cover. new database subscribers Downton Abbey Delight

a two-night package for two, valued at $1,000 See highlights of package on inside back cover.

theheartofontario.com Enter at before August 8, 2014.

29 Database Acquisition Arts escape contest

Activity Results Contest active: December 23, 2014 - January 15, 2015

Development of arts themed package 1,096 used as call-to-action in Foundational new database campaign tactics. subscribers

JUNO AWARDS CONTEST

Activity Results Contest active: January 16 - February 26, 2015

Development of JUNO themed package 952 used as call-to-action in Foundational new database campaign tactics. Winners of the subscribers contest were given two tickets to the 44th Annual JUNO Awards in Hamilton, along with many other great JUNO prizes. 30 Media Relations RED, WHITE & TRUE Activity

Developed and deployed media release highlighting Canadian Heritage experiences and the Red, White & True Canadian Heritage Passport, developed Red, White & True media kit, and pitched story ideas and familiarization trip opportunities to related writers

AUDIENCE REACH Results per publication 14 11,108 9,000-7,000,000 stories TOTAL words monthly published published page views

13 participating partners:

African Lion Safari Crawford Lake Royal Botanical Bell Homestead Conservation Area Gardens Blue Heron Rafting Westfield Heritage National Historic Site Village Canadian Warplane Heritage Museum HMCS Haida National Historic Historic Site House and Garden Chiefswood National Historic Site Military Museum Woodland Cultural Centre

31 Media Relations FOUNDATIONAL

2014 FAM OPPORTUNITIES, Activity STORY IDEAS & SPECIAL OFFERS Developed PowerPoint presentation and script INSIDE for TMAC Munch & Mingle event, coordinated appointments for TMAC Conference, developed Hamilton Halton Brant media kit, and pitched story ideas and familiarization trip opportunities to related writers Results AUDIENCE REACH 7 per publication stories 38,000,000 uniquely published 3,332 monthly CANADIAN TOTAL words page views ExperienceS published Right next door 6 participating partners: • BRUCE TRAIL GRAND RIVER African Lion Safari Grand Experiences NIAGARA ESCARPMENT OVER 100 WATERFALLS Grand River Rafting HISTORY AND HERITAGE Canadian Warplane Westfield Heritage Village Heritage Museum 32 Social Media

Activity

Daily social media channel management

21,000+ LIKES 2,700+ Followers

Research and development of monthly content calendars Results audience audience growth growth 245 254 average likes followers page total engagement engagement 6.12% 634 total page average interactions reach influence 387,080 84%

33 Consumer Events

HHBRTA staff attended find it all in the heart of Ontario The Battle of Stoney Creek, June Grand Tour Desjardins (Velo), August The Sound of Music Festival, Burlington, June , August

Skyfest, Hamilton, June Oxford at the War, August

It’s Your Festival, Hamilton, Supercrawl, September June - July Epic Tour Halton, September Union Station Activation, June Ancaster Gem Show, Brant, 21,760 The Battle of Malcolm Mills, September June total 2015 Toronto Sportsmen’s Show, consumers The , July February* reached International Village Festival, 2015 Outdoor Adventure Show, Brantford, July February* via HHBRTA collateral distributioN Summertime Street Festival, 2015 Canadian International Paris, July Car Show, February*

Six Nations Pow Wow, July *refer to separate HHB event report

34 YOUR WAY TO THE winULTIMATE Additional Special canadian music EXPERiEnCE and Project Activities BECOME A Vélo Québec - Grand Tour 2,000 • Rack Card copies printed • Autumn Waterfront Cycling Contest (see Nature Unexpected Database Acquisition)

aS a Juno inSider Summer Contest Leaflet 5,000 you wiLL receive copies • 2 tickets to The 2015 JUNO Awards printed • 2 tickets to JUNO Cup • 2 wristbands for JUNOfest and JUNO Fan Fare 2015 JUNO Awards • 2 tickets to JUNO Songwriters’ Circle • 2 tickets for the 2015 JUNO Awards Dress Rehearsal

• 3 nights hotel accommodation and three• dinnersfun JUNO for swag two • Rack Card

CLEAR YOUR CALENDAR • JUNO Awards Contest FROM MARCH 13 16 AND 1,000 ENTER BY FEBRUARY 26 FOR YOUR CHANCE TO WIN AT (see Foundational Database Acquisition) theheartofontario.com/junogetaway copies printed • Social Media Support for Pop Up Events

Cézanne Supercrawl 1,000 • Arts Rack Card for AGH 1,000 copies • Arts Escape Contest copies • Arts Rack Card printed printed (see Foundational Database Acquisition) 35 Additional Support 2015 Pan Am/ParaPan Am Games

Online Visitor Hub panamcyclingsoccer.ca

Multiple Pan Am URLs redirect to theheartofontario.com Pan Am section

Pan Am 2015 content with visitor info for long haul travellers and domestic visitors attending the games

Facilitates Games-related accommodation bookings in the region by funneling visitors to HHB partners from OTMPC, TO2015 and other sites

Promotes special events and offers from HHB tourism partners targeted to 2015 Pan Am visitors

36 QUESTIONS?