Tourism Committee Meeting Thursday, November 7, 2019 @ 9:30 A.M
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Page 1 of 79 CITY OF DUNCAN Agenda Tourism Committee Meeting Thursday, November 7, 2019 @ 9:30 a.m. Committee Room, City Hall, 200 Craig Street, Duncan, BC Page # 1. Call to Order 1.1. Call to Order 2. Introduction of Late Items 2.1. Social Media Campaign: 1. City of Duncan Digital Campaign Report 2. City of Duncan Programmatic Phases 1 & 2 Results Presentation 3. Adoption of Agenda 3.1. Adopt Agenda That the November 7, 2019 Tourism Committee agenda be adopted, as amended. 4. Adoption of Minutes 4.1. June 14, 2019 Tourism Committee Minutes 3 - 5 That the minutes of the June 14, 2019 Tourism Committee Meeting be adopted, as circulated. 5. Unfinished Business 5.1. Phase I Programmatic - Tourism Cowichan - City of Duncan - DDBIA 6 - 57 That the Tourism Committee receive the Phase 1 & 2 Programmatic for Information. 5.2. Cowichan Vacation Guide Ad 58 - 62 That the Tourism Committee support one of the Cowichan Vacation Guide ad options as presented; OR That the Tourism Committee support one of the Cowichan Vacation Guide ad options with Committee recommendations. 5.3. Wayfinding Signage 63 - 70 That the Tourism Committee request staff to update the Wayfinding Signage reflective material to improve night visibility as presented in the report of the Corporate Services Coordinator of November 7, City of Duncan, Tourism Committee Meeting - November 7, 2019 Page 2 of 79 2019; and That the Tourism Committee request staff to utilize any remaining Wayfinding funds to update as many street blades in the downtown area as possible to the Wayfinding Strategy Specifications. 6. New Business 6.1. 2019-07-18 To Tourism Committee from Cowichan Capitals Advertising 71 - 76 That the Tourism Committee consider the Cowichan Capitals Advertising in the 2020 draft budget, for discussion at the next meeting; OR That the Tourism Committee receive the Cowichan Capitals Advertising for information. 6.2. Victoria Airport Rack Card Contract 77 - 78 That the Tourism Committee renew the Victoria Airport rack card advertising for December 1, 2019 - November 30, 2020, for a monthly rate of $30. 7. Information Items 7.1. Tourism Committee Budget 79 That the Tourism Committee budget as at November 7, 2019 be received for information. 8. Adjournment 8.1. Adjourn That the November 7, 2019 Tourism Committee meeting be adjourned at . City of Duncan, Tourism Committee Meeting - November 7, 2019 4. 4.1. Page 3 of 79 City of Duncan Tourism Committee Minutes A Tourism Committee Meeting was held in the Committee Room, City Hall, 200 Craig Street, Duncan, BC, on Friday, June 14, 2019 at 9:30 AM. Present Councillor Tom Duncan, Chair Judy Hill Councillor Bob Brooke Ian Locke Ruth Hartmann Miranda Thorne (by phone) Don Hatton Absent Councillor Tek Manhas (N. Cowichan) Lance Steward Also Present Allison Boyd, Corporate Services Coordinator Peter de Verteuil, Chief Administrative Officer Call to Order Call to Order The Chair called the meeting to order at 9:30 a.m. Adoption of Agenda Adopt Agenda It was moved and seconded: That the June 6, 2019 Tourism Committee agenda be adopted, as circulated. CARRIED Adoption of Minutes April 4, 2019 It was moved and seconded: Tourism Committee Minutes That the minutes of the April 4, 2019 Tourism Committee Meeting be adopted, as circulated. CARRIED Unfinished Business Tourism Marketing Member D. Hatton will join the working group of the Digital Digital Campaign Marketing Campaign. Proposal - City of Duncan, DDBIA & Tourism Cowichan It was moved and seconded: That the following recommendation be forwarded to Council: That Council approve the Tourism Marketing Digital Campaign Proposal, a collaboration between Tourism Cowichan, Downtown Duncan Business Improvement Area, and the City of Duncan, as attached to the June 14, 2019 Tourism Committee agenda; City of Duncan, Tourism Committee Minutes - June 14, 2019 Page 1 of 3 4. 4.1. Page 4 of 79 And That Council endorse Tourism Cowichan managing the Tourism Marketing Digital Campaign on behalf of the City of Duncan. CARRIED Totem Sub-Committee Recommendations Totem Sub- It was moved and seconded: Committee Recommendations That the following recommendation be forwarded to Council: of May 3, 2019 That staff be directed to undertake the 2019 maintenance of the City of Duncan Totem Pole Collection with ant treatment where necessary; a light wash of all totems; and an application of borate and water repellent to eight poles as prioritized in the annual inspection, as outlined in the May 3, 2019, report of the Operations Manager; And That staff be directed to work with the Totem Sub- Committee to draft an Annual Totem Maintenance Policy. CARRIED Totem Sub- It was moved and seconded: Committee Draft 2019 Budget That the following recommendation be forwarded to Council: That Council approve the Totem Sub-Committee 2019 budget, as attached to the June 6, 2019 Totem Sub- Committee Budget Update report of the Corporate Services Coordinator; And That staff be directed to work with the previous totem sign content creators to draft the text for the Protest Pole totem sign. CARRIED Information Items Tourism Committee It was noted that the Downtown Duncan Business Improvement Budget Update Area (DDBIA) approved the joint funding initiatives at the DDBIA budget meeting in October, 2018. It was moved and seconded: That the Tourism Committee budget as at June 3, 2019 be received for information. CARRIED City of Duncan, Tourism Committee Minutes - June 14, 2019 Page 2 of 3 4. 4.1. Page 5 of 79 Adjournment Adjourn It was moved and seconded: That the June 6, 2019 Tourism Committee meeting be adjourned at . CARRIED Councillor Tom Duncan, Chair Allison Boyd, Corporate Services Coordinator City of Duncan, Tourism Committee Minutes - June 14, 2019 Page 3 of 3 5. 5.1. SHOP WITHOUT DROPPING. Page 6 of 79 START PLANNING DUNCAN YOUR TRIP SMALL TOWN. GREAT TIMES. 5. 5.1. GOURMET CENTRAL. Page 7 of 79 START PLANNING DUNCAN YOUR TRIP SMALL TOWN. GREAT TIMES. 5. 5.1. BE AT THE HEART OF IT ALL. Page 8 of 79 START PLANNING DUNCAN YOUR TRIP SMALL TOWN. GREAT TIMES. 5. 5.1. THE CENTRE OF ATTRACTION. Page 9 of 79 START PLANNING DUNCAN YOUR TRIP SMALL TOWN. GREAT TIMES. 5. 5.1. SUPER MARKET. Page 10 of 79 START PLANNING DUNCAN YOUR TRIP SMALL TOWN. GREAT TIMES. 5. 5.1. City of Duncan July Programmatic Report July 31, 2019 Page 11 of 79 Page 11 5. 5.1. Page 12 of 79 Programmatic Advertising 5. 5.1. The Power of Programmatic • Right audience • Right time • Right message • No budget wasted Page 13 of 79 5. 5.1. Page 14 of 79 If this applied to TV ads on the Oscars… 5. 5.1. Page 15 of 79 Truck buyers would see… 5. 5.1. Page 16 of 79 Golf enthusiasts would see… 5. 5.1. Those researching Mother’s Day gifts would see… Page 17 of 79 5. 5.1. The Power of Programmatic • Right audience • Right time • Right message • No budget wasted Page 18 of 79 5. 5.1. Page 19 of 79 Data & Targeting Strategy 5. 5.1. What We Did • Target travellers from Victoria, Nanaimo and the rest of Vancouver Island • Drive interest to a purpose built Landing Page promoting accommodation and activities for downtown Duncan • Promote day visits for flight 1 • Measure those who clicked on an ad and visited downtown, through Mobile Phone tracking Page 20 of 79 5. 5.1. Data Strategy • Utilize age and demo data to target travellers 30+, with a focus on couples in Victoria, Nanaimo and the rest of Vancouver Island • Utilize 3rd Party App data to apply a more precise layer of targeting. • Waze, Google Map, Bing Maps – visitors looking for directions to destinations that go through Duncan • Audiences outside of Duncan using Gasbuddy.com to check for fuel prices in Duncan • Victoria audiences looking at attractions in Ladysmith, Nanaimo, Parksville, Comox Valley • Ladysmith, Nanaimo, Parksville, Comox Valley audiences looking at attraction in Victoria Page 21 of 79 5. 5.1. Mobile Phone Targeting • Mobile devices possess a built-in GPS to accurately show device location • Data is accessed through apps that the user grants permission for third-party use as long as their identity is not revealed • Many people will disable location tracking in their apps; however, a few apps’ geolocation tracking remains active. These include web browsers, weather apps, and other location-reliant apps such as maps • A cell phone user can now be accurately tracked to a general location down to within a few feet of their actual location • Using anonymous geolocation data for marketing creates a more tailored and relevant advertising experience for potential customers Page 22 of 79 5. 5.1. Page 23 of 79 July Results 5. 5.1. July Results • Our objective was to deliver 250,000 ad impressions and to exceed Destination British Columbia’s benchmark Click-Thru-Rate (CTR) of 0.47% or 1174 landing page visits • The campaign delivered 254,039 ad impressions with a CTR of 0.89% and 2,258 landing page visits. • The CTR is almost double Destination British Columbia’s benchmark. • Mobile phone tracking indicated 215 travellers who clicked on an ad, also visited downtown Duncan. The 215 travelers only represents the number of visitors who we were able to track via Mobile, it does not include Desktop or Tablet Clicks Page 24 of 79 5. 5.1. July Insights • Victoria audiences tended not to visit on the way up the island, but rather almost exclusively on their return leg to Victoria. • Devices that clicked on the ad in points North of Victoria did visit DT Duncan in an almost even distribution. • Verified visits count only those devices that clicked on an ad and then ended up in zone 1 illustrated below ad images.