AGENDA

MORNING AFTERNOON • WELCOME / BIENVENUE • WORKSHOP OVERVIEW AND EXPERIENCE BUILDING: • ROUND TABLE INTRODUCTION  DEVELOP A NEW EXPERIENCE • ABOUT ROUTE CHAMPLAIN AND SÉO  HOW WOULDYOU MARKET AND • LES AVENTURES DE CHAMPLAIN PROMOTEYOUR IDEA • PRESENTYOUR IDEAS • LUNCH • WRAP-UP La Société Économique de l’ (SÉO)

• Established in 2001 as RDÉE. • Provincial network with a professional team that takes an innovative approach to economic development, entrepreneurship, employability and immigration • SÉO engages all of the Francophone and bilingual community’s stakeholders in fostering the prosperity of Ontario and Canada. Contact-us or visit our web site! The Ontario Champlain Scenic Route is based on Champlain's 1615-1616 great expedition. It is built around experiences involving French/Bilingual services that reflect the famous explorer’s adventures and his legacy. The Champlain route is an itinerary replete with products, experiences and attractions, including services in French for local and foreign francophone tourists. Project Partners

Marketing Industry Provincial-Regional (Products/ services) Destination Ontario and residents and RTOs

Marketing local Other OMD, municipalités, Provincial/sector chambres de Partners commerce, etc. (ex. ) Partners Committee

Phase II: - Refining the Tourism product - Developing promotional tools

35 Certified Products/Services 14 Historic Sites

Reference & Support Guide for « Route Champlain » Certification Route

Brand Image Strong - Distinguished

Video vignettes & Web App Concept Unique Experiences

Promotional Tools Taylor-made - Visibility Tourism Web Site (partners) Main Video Capsule on You Tube WebApp for consumers 27 Experience Capsules (Certified Partners) (June 2018)

In The Footsteps of Champlain • • • • • interpretation Heritage Monuments Plaques Historic Sites Museums

Explore Like Champlain • • • VillageDiscovery Boat Tours - - - explorations: Countryside Cycling Hiking Paddling

Celebrate Champlain • • • • • experiences - - - - Local Artisans Theatre Music Events Wineries Agri Culinary Micro breweries - Flavours : In The Footsteps of Champlain • • • • • • • • • Macaulay Heritage Park Heritage Macaulay Museum The Canadian Canoe Trail Portage Mile Nine Heritage Wendat Huronia Martyrs Shrine Hurons Sainte Museum House River Sturgeon Champlain Trail Museum of History Museum Canadian - Marie Village Museum & Huron Museum - among - the - -

Explore Like Champlain • • • • • • • • • • • • • • • • • • • • • Sandbanks Sandbanks Provincial Park Sager Conservation Area Gorge Suspended Bridge FerrisProvincial Park / Ranney Happy Days Houseboats Scenic Caves Nature Adventures Bear Claw Tours Georgian Bay Airways Island Queen Cruises White Squall Paddling Centre Hartley Bay Marina French RiverProvincial Park Park Samuel de Champlain Provincial Canada Ecology Centre Resort RiverRun Ottawa River Adventures Wilderness Tours OwlRafting Ottawa Cruises (Paul’s BoatLine Capital Cruises Ottawa Walking Tours Rafting & Wilderness

Celebrate Champlain • • • • • • Huff Estates Inn & Inn Huff Estates Vineyards Johnston's Marsh Cranberry Atocas Farms Leisure St Cultural Centre) de Maison - Albert Cheese Coop Festival l'Ile (Le Chenail

In The Footsteps of Champlain • • • • Museum Woodworking McLaughlin French Tours) Canada Upper French Tours) Fort Henry (offer Park Macaulay Heritage Village Village (offer

Explore Like Champlain • • • • boat tours) experiences and Canal paddling program, Rideau (Voyageur Canoe Rideau Tours Vacations Sandbanks National Park 1000 Islands Provincial Park Sandbanks

Celebrate Champlain • • ighthall Dog, Sandbanks, Long Wineries: Vineyards Huff Estates Inn & Chadsey’s andL Georgian Bay Mattawa(Northren Ontario) Ottawa Valley Ottawa & Countryside

Kingston / & Midland & Huron Country Kawarthas Lakes Prince Edwards County Thousand Islands How to improve your level of service in French? ANALYSIS GRID

National Classification of French-Language Services

NAME OF THE ENTERPRISE/ORGANIZATION:

…

At all times On request Documentation Not available Comments Action Plan Marketing

1 Website 2 Brochure(s)

3 Print/audio tour guide(s) 4 Mobile app 5 Blog/videos

6 Facebook page 7 Instagram / other RS

8 Telephone greeting 9 Telephone answering machine 10 Publicity (guides, magazines, etc.)

11 Relaunch promotion 12 Email and regular mail

13 Thank you cards 14 Greetings VISITOR EXPERIENCE

PARTNERSHIPS MARKETING THE 5 KEY & COMMUNI- STRATEGIC CATION PRIORITY AREAS FOR ROUTE CHAMPLAIN

MARKET PRODUCT READINESS DEVELOPMENT LET’S TALK ABOUT CAPACITY BUILDING… How SÉO can assist OTMPC with professional Francophone expertise

French Markets (Quebec, France)

- Travel Trade RVC, Bienvenue Quebec, Sales Missions… - Travel Media TMAC, GoMedia, Fam Tours… - OTICs French training, - Niche Markets Vélo, boating, Rving, Camping… - Sector organizations Ontario Parks, OTEC, Gaëtane Breton, chanteuse, conteuse et auteure

BON APPÉTIT! IT’S ALL ABOUT THE EXPERIENCE

LET’S LEARN HOW TO CREATE MEMORABLE ENRICHING EXPERIENCES TRAVELLER INTERESTS & EXPECTATIONS

Travel today is experience driven – looking and seeing is not enough Experiences are critical to meeting & exceeding traveller expectations

Authentic Memorable Enriching Learning

• Demand for good quality – but offer good value • Travellers are talking about their experiences on-line • High expectations for customer service DEFINING THE 4 E S

Entertainment Educational Esthetic Escapist

Pine & Gilmore 1999 ENTERTAINMENT Entails watching the activities and/or performances of others. The customer is not actively involved in the creation of the entertainment, but the mind is actively engaged during appreciation of the event EDUCATIONAL Increases the customer's skills and enhances their knowledge through active participation in the experience ESTHETIC Entails customer enjoyment of an enriched, unique physical design. The customer enjoys passively appreciating or “just being in a setting” of the business. ESCAPIST Require that the customer actively participate in the events of a real or virtual environment. The customer shapes or contributes to the experience, which offers the customer a way of taking on a new persona. GROUP ACTIVITY

• DEVELOP A NEW CHAMPLAIN EXPERIENCE FOR RTO 9 • HOW WOULDYOU MARKET AND PROMOTEYOUR IDEA? • PRESENTYOUR IDEAS • WRAP-UP