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Year in Review Draft2.Indd THE YEAR IN REVIEW 2017-2018 For more information please call 1-800-465-6655 or visit www.northeasternontario.com 1 BIG YEAR IN REVIEW 2017-18 northeasternontario.com A message From the Executive Director Dear Colleagues and Industry Partners, I remember one year ago reflecting on my acceptance of the position of Executive Director of Northeastern Ontario Tourism and meeting the Board members and several industry partners for the first time. It was apparent that a desire for innovation and modernization at Northeastern Ontario Tourism existed. The opportunities for our partners, to take on new responsibilities, and demonstrate an importance to the local economy and community. Many of these goals were reached, and we’ve even eclipsed a few in 2017/18. As Executive Director, the day-to-day operations of Northeastern Ontario Tourism are my responsibility. I am pleased to report that our talented staff delivered strong metrics. This performance should not go unnoticed, as we have worked hard to attract and retain strong tourism industry professionals and partners. I will share a few highlights of the results that our staff and industry partners have contributed towards in the success of Northeastern Ontario. Being the juggernaut of the tourism industry in North, here are but a few highlights and facts: • Annually Northeastern Ontario represents 55% of all visitation to Northern Ontario or roughly 4.5 million visitors and 51% of the revenue approximately $765 million. • NeONT shifted towards price point marketing and new social media drove new audiences to our website NortheasternOntario.com resulting in a dramatic 41% increase in traffic to industry operators; • We led a team of communities partners on a mission to foster conventions, meetings, incentive travel and trade shows with representatives the community of Sudbury, Timmins, Temiskaming Shores, North Bay and Destination Ontario, creating 56 new business leads with representatives. • NeONT participated at Rendez-vous Canada 2018, meeting with key 47 travel trade operators who package and promote travel in Europe, Asia and the US as we continue to see growth from those key markets. • Room occupancy in urban centres rose by 2.9% and their revenue increased by 5.2% while on average rural accommodation operators saw a 3% increase in revenues. Despite all of this good news, we cannot rest on our laurels. I look forward to leading our team as we continue to tackle important projects such as the World’s Best Snowmobile Destination; the Experience Fishing initiative; and developing our scenic highway tours and northern lights products. The staff at NeONT and I are grateful for the knowledgeable insight of a dedicated Board of Directors and the advice of a supportive Chair, Guy Lamarche. Northeastern Ontario Tourism has a clear strategy and staff who are willing and able to deliver on our common vision of developing and promoting a world-class tourism destination. Sincerely, Rod Raycroft Executive Director Northeaterns Ontario Tourism July 2017- Present Donna MacLeod Carrie Graham Kirsten Hysert Bernadette Lindsay Jordan Nicksy Sandy Siren Former Executive Former Administrative Partnership & Product Digital Marketing Marketing & Director Administrative Assistant Development Coordinator Communications Assistant Coordinator Coordinator TABLE OF CONTENTS Board Members P4 General Marketing P5 TWG P6 Fishing Pillar P7 Fishing Consumer Shows P8 Nature & Adventure Pillar P11 Nature & Adventure Consumer Shows P12 Touring Pillar P13 Touring Consumer Shows P14 Touring Maps P15 Communities & Culture P16 RVC & Summit Suit P18 Partnership P19 Food Tourism Forums & Newsletters P20 Contests P21 2017-2018 Budget P22 3 BIG YEAR IN REVIEW 2017-18 northeasternontario.com Board Members Great organizations have great leadership at the top, and NeONT is governed by a proactive Board of Directors whose members enthusiastically represent the tourism industry in Northeastern Ontario. In the spirit of continuous improvement, NeONT’s Board of Directors embarked upon a process in early 2016 to streamline its structure and to refine its governance procedures. NeONT Board of Directors Former Board Members (as of November 2017 Annual General Meeting) (2017-2018) Rod Raycroft Jake Lacourse Executive Director, Northeastern Ontario Tourism (Former) Assistant General Manager, Clarion Resort Pinewood Park Meredith Armstrong Manager of Tourism & Culture, Sean Mackey City of Greater Sudbury President, M & M Hospitality, Temiskaming Shores Sue Crane, Owner Brenda Tremblay Crane’s Lochaven Wilderness Lodge Chief Operating Officer, Science North Kevin Eshkawkogan CEO, Great Spirit Circle Trail, Manitoulin Island Donna Maitland Director, Mattawa-Bonfield Economic Development Corporation Guy Lamarche Manager Tourism, Events, & Communications, City of Timmins Donna MacLeod Executive Director, Northeastern Ontario Tourism Ray Sapiano Owner, Marten River Lodge Stephen Hollingshead Director of Tourism for Tourism North Bay Isabelle Denault Economic Development Officer, The Corperation of the Town of Cochrane Karim Khamisa General Manager, Holiday Inn Sudbury Laura Brown Marketing Manager, Science North 4 BIG YEAR IN REVIEW 2017-18 northeasternontario.com GET ON BOARD STAND-UP PADDLING, the fastest growing water sport in the world is making waves across Northeastern Ontario NORTHEASTERN ONTARIO – ROOM TO ROAM All the right ingredients for a world-class experience TAG, YOU’RE IT! The benefits of “The Biker”being GENERAL labelled cruiser, tourer, dirt biker ... GUIDE 2018 GUIDE 2018 GUIDE 2018 MARKETING FOR THE LOVE OF PADDLING THE JOYS OF FISHING HIKING OFF THE BEATEN TRACK RIDING THE LAKE THE JOYS THE BEATENHIKING TRACK OFF TEMISKAMING OF FISHING BIG ADVENTURE CIRCLE TOUR THE ULTIMATE FOR THE LOVE LAKE TEMISKAMINGRIDING THE ON TRACK FOR OF PADDLING A NORTHERN FLY-IN FISHING CIRCLE TOUR SNOWMOBILE ADVENTURE GUIDE 2018 ESCAPE The overwhelming excitement of boarding ON TRACK FOR a floatBIGpaddling.ca plane and having the big-city A NORTHERN stresses just drift away SNOWMOBILE ESCAPE BIGpaddling.ca NeONT 2017/18 - A BIG Year For Change The travel industry is always evolving. If you want Eighteen thousand Guides were printed (12,000 to stay relevant you have Adventure and Outdoors, 3,000 Motorsports and to embrace change, learn to adapt, and meet the 3,000 Fishing and Hunting) for distribution at market head-on, where they live. consumer shows and Ontario Tourism Information Centres. The publications were set to 32 In 2017/18, NeONT underwent change internally organizations including direct mail delivered in and adapted to change from external realities. response to email and telephone requests. Internally, a change of leadership and staff was the result of an executive retirement and valued With ‘Where Am I’, NeONT continued the use staff leaving to pursue new opportunities. of bold, contemporary images and began the process of working with partners on package The ‘BIG Brand’ that has served NeONT well opportunities. Moving forward, content creation was incrementally replaced by OTMPC’s ‘Where will continue to track along side ‘Where Am I’ Am I’ brand. ‘Where Am I’ is a pan-Ontario campaigns by developing memorable content, tourism campaign and brings NeONT in line invoking emotional responses, creating the “I with province-wide branding. The new approach want to go there” desire and pushing viewers to ensures NeONT remains consistent with the convert in the moment. current provincial tourism branding philosophy. A digital version of the Guide is available at The final ‘BIG Brand’ push was used for the 2018 NortheasternOntario.com. BIG Adventure Guide and for advertisements booked prior to the change in branding direction. With 44 information-packed pages, the 2018 BIG Adventure Guide maintained its reputation for providing entertaining and informative content along/side partner listings and ads. As a sales tool, the 2018 BIG Adventure Guide continued the tradition of highlighting the very best of the region across all four seasons. Guide content was carefully curated to offer a taste of the spectrum of outdoor adventures available. 5 BIG YEAR IN REVIEW 2017-18 northeasternontario.com DIGITAL COMMUNICATIONS In 2017-18, NeONT has begun to take a • Version 1.0 of the online store for partners, more hands on approach to managing digital including online payment options communications at all levels. With the approval • Sun setting the Big Brand of the Board of Directors, NeONT extended the • Realignment of pillars with new Destination contract of the Digital Marketing Coordinator for Northern Ontario pillars an additional year. • Improvement of landing pages and business listings to provide an interactive element This decision allowed the organization to bring visual compliment many services in house such as social media • Addition of new pages to compliment management, content creation, and reporting marketing campaigns, contests, and touring and analytics services while still working closely routes with The New Business on website development initiatives. This proved to be a successful and productive relationship as the year progressed. SOCIAL MEDIA Our Facebook audience grew from 46,420 Following observed in 2016-17, NeONT’s followers to 50,558. The Twitter audience website and social media numbers continued experienced a modest growth of 350 accounts to exceed expectations month after month. from 2,750 to 3,100 followers. Instagram grew by A smooth and user-friendly digital experience a modest 500 followers, with larger goals
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