MARKETING PLAN 2021 Destination Osoyoos Marketing Plan 2021

Summary The 2021 Marketing Plan has been developed through a combination of review of the previous 2020 Marketing Tactical Plan, as well as consultation with the Destination Osoyoos Marketing Committee and Destination Osoyoos Board. The Covid-19 pandemic has changed the landscape of tourism in British Columbia and Destination Osoyoos had used every resource available to build a marketing plan that meets the needs of stakeholders and the post-Covid consumer. Destination Osoyoos is cautiously optimistic that BC and the rest of Canada will begin to recover from the Covid crisis, and the 2021 plan is based on this ‘best-case scenario’. While optimistic, the 2021 Marketing Plan is adaptable should the ‘return to normal’ be slower than anticipated.

Demographics Up until Spring 2020, Osoyoos was experiencing measurable growth in visitation year over year from both regional and out of province markets. The primary contributor of revenue to the local tourism economy results from spending by visitors. The following key target markets are identified as having the greatest potential to build upon Osoyoos strengths – providing Provincial and international travel bans and restrictions are lifted. They include the types of visitors that are priorities for Osoyoos, primary and secondary target markets, geographic target markets, as well as demographic and activity-based target groups. These markets are also priority markets for the South Okanagan and therefore, provides additional opportunities to leverage resources and develop collaborative approaches such as the newly established “South Okanagan Travel Alliance” consortium. In years past, Destination Osoyoos relied on visitors travelling to Osoyoos for meetings, conferences and/or festivals and special events during the shoulder seasons and, due to Covid-19, this may not be a viable market in 2021. Visitors to the Okanagan Valley from the Washington State and Cascadia region, predominately couples that are traveling for leisure purposes have long been a target for Destination Osoyoos but the uncertainty about the border re-opening forced a reduced spend in the US market for 2021.

Primary Markets

• Okanagan/Similkameen Valleys (Near-in markets within a 2.5-hour drive), including couples and families • Vancouver/Fraser Valley • Other BC, including residents of Metro Vancouver seeking weekend getaways and regional markets that include couples and families • Alberta residents seeking activity-based experiences that include outdoor and soft adventure • Residents and rotation workers of Northern communities of the Western provinces seeking refuge in shoulder season/winter months

Secondary Markets

• Washington State/Pacific Northwest corridor

2021 Marketing Plan and Initiatives

The following outlines marketing initiatives for 2021 by target market. Please note that many initiatives overlap multiple target sectors.

Leisure The leisure market, primarily from within BC, will be the focus in 2021 as other sectors continue to face uncertainty going into the new year. Leisure travellers are a high yield market that will be needed to replace business from the Travel Trade, Meeting and Incentive, and Festivals and Events sectors. DO's mandate is to increase shoulder season tourism and recognizing the importance of overnight visitors and day-trippers alike, the 2021 plan takes a focused approach on regional marketing to encourage "road trips" and day trips from near-in drive markets. Destination Osoyoos co-founded the “South Okanagan Tourism Alliance” and is a major contributor to “Visit South Okanagan” marketing initiatives that is solely focused on attracting the leisure market and promoting the South Okanagan as a year-round vacation destination. The Visit South Okanagan target markets directly align with that of Destination Osoyoos. Additionally, we will introduce a similar co-op program specific to the HWY 3 corridor communities.

Leisure Target Marketing Initiatives

Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’S RVRAC Guide Print, Q1 A guidebook that is DO hopes to attract some of Increased web traffic; increased # of stakeholder Digital Q4 distributed with RV rentals in the 10,000+ couples and social media following; increase in advertisements; stakeholder BC and Alberta promoting families that rent RVs in BC and shoulder-season bookings for satisfaction; link clicks to early spring and late fall AB between April – June and Osoyoos campgrounds. destinationosoyoos.com touring. September-November each camping pages; # of social year, and to reinforce Osoyoos media followers; # of as the ideal RV/camping campsites booked during destination. DO will shoulder-season. supplement stakeholders that wish to advertise in the guide. Global TV Television, Q1 Q4 Two 2-week multifaceted To drive occupancy during Positive STR reports; positive # of packages developed Digital campaign promoting spring and fall through the Global analytics; increased website and sold; # of stakeholders spring and fall/winter promotion of leisure activities traffic; increased social media participating in contesting; # through television spots, such as blossom touring, fall following; increase in newsletter of link clicks to contesting, community colours, wine, golf, and database; increase in packages destinationosoyoos.com calendar, and paid and culinary. To market Osoyoos as sold, increase in room nights sold, packages page; # of social unpaid social media a destination for romantic increase in MRDT. media followers; # of support. weekend getaways throughout contest entries; # of fall, winter, and spring. members received for the consumer newsletter database; Global analytics; STR reports; MRDT reports.

Indigenous Membership Q1 Membership in Indigenous To stay informed of Increased engagement with ITAC OIB engagement; grant Tourism Tourism Association Canada National trends and marketing, sales, and business funding opportunity (co-op). Association (ITAC). opportunities in the development programs; stronger Canada Indigenous Tourism partnership with the Osoyoos Market. To maintain Indian Band. Osoyoos’ reputation within the Indigenous Tourism network. To strengthen the DO/OIB relationship by building stronger connections in the tourism industry. Indigenous Membership Q1 Membership in Indigenous To stay informed of Increased engagement with ITBC OIB engagement; grant Tourism BC Tourism BC (ITBC). Provincial trends and marketing, sales, and business funding opportunity (co-op). opportunities in the development programs; stronger Indigenous Tourism Market. partnership with the Osoyoos To maintain Osoyoos’ Indian Band. reputation within the Indigenous Tourism network. To strengthen the relationship between DO and the Osoyoos Indian Band (OIB) by building stronger connections in the tourism industry. Backroads Map Print, Digital Q1 A guidebook that supports To promote Osoyoos as a Increased web traffic; # of guides distributed, # of Book Q2 adventure tourism with destination or stopover point increased social media click-through’s to Q3 maps and information on for eco and adventure tourists. followers; positive STR destinationosoyoos.com Q4 routes, parks, trails, DO to create a specific "call to reports; increase in room outdoor adventure content; waterways, and roads in action" for outdoor campaign nights sold; increase in STR reports; MRDT reports. the Thompson Okanagan. that is measurable. MRDT. Icicle Radio, Q2 Spring and fall radio and To drive occupancy through the Positive STR reports; # of packages sold; # of link Broadcasting Digital Q3 Q4 digital campaign with promotion of getaway packages increased website traffic; clicks to package page; # of contesting geared to the during spring and fall using increased # of social media social media followers; # of near-in US market. contesting to entice interaction. followers; increased contest entries; # of To build awareness in the consumer database; contacts received for Summer “Two Nation Route 97 corridor by promoting increase in border crossings; consumer database; Icicle Vacation” contest a substantial vacation getaway increase in room nights sold; analytics (reach, giveaway campaign. package to be promoted and increase in MRDT. impressions, clicks to given away at the end of contest page); border Summer. statistics, STR reports, MRDT reports; # of participating stakeholders in contests.

Castanet Digital Q2 Seasonal campaigns that To drive shoulder-season Positive STR reports; increased # of packages sold; # of Q4 include digital ads, contesting, occupancy through the website traffic; increased # of link clicks to package news coverage, and social promotion of packaged tourism social media followers; increased page; increased social media, intended to promote products for each season. consumer database; increase in media following; # of packages to increase visits in room nights sold; increase in stakeholder contest the shoulder season. MRDT. prizes; # of contest entries; # of contacts received for consumer database; Castanet analytics (reach, impressions, clicks to contest page), STR reports, MRDT reports. New Winter Display Q3 Airport signage To promote weekly, Increase in snowbird/long stay Airport usage stats, # of Initiative Q4 strategically erected in monthly stays in inquiries; increase in inquiries, website stats, domestic terminals in Osoyoos in the winter snowbird/long stay bookings, MRDT reports. target markets i.e.: months to rotational increase in MRDT in Q4. Edmonton, Kitimat, Fort workers and potential MacMurray. snowbirds in northern communities.

South Okanagan Partnerships Q1 Funding set aside for year 2 of Take advantage of co-op Increase in local and regional # of advertising outlets; Tourism Q2 the Visit South Okanagan marketing opportunities and partnerships; leveraging of funds; # of partners; # of Alliance Q3 campaign partnership with funding to promote the South additional exposure in new market visitors to website; # of Q4 neighboring communities and Okanagan as a leading segments, expanded reach of social media followers; associations. destination. existing promotions; increase in STR reports; MRDT website traffic for reports. destinationosoyoos.com; increase in social media following. Destination BC Q1 Establish a marketing To take advantage of co-op Increase in local and regional # of participating Co-op Initiative Q2 campaign partnership with marketing opportunities as they partnerships; additional exposure stakeholders; # of new Q3 select communities along arise to promote a “farm, fork, in new market segments; projects; # of partners; # Q4 Highway 3 to promote and ferment” route along expanded reach of existing of grants. tourism product that includes Highway 3. Multiple partners promotions. agriculture, farm to must collaborate to pursue table/culinary experiences, grants through Destination and beer, cider, and spirits British Columbia (DBC) as well (farm fork, and ferment). as other government/tourism agencies i.e.: Indigenous Tourism Assn of BC (ITBC); Indigenous Tourism Association of Canada (ITAC) or Western Diversification Rural Dividends.

Social Media Digital Q2 Targeted Facebook/Instagram To drive occupancy in the Increase in website traffic; Facebook and Instagram Q4 advertising at specific leisure shoulder seasons by promoting increased customer conversions; analytics: # of people interests (hiking, cycling, leisure activities to specific increased social media following reached, # of wine, attractions, outdoor target markets. and engagement; increase in room engagement activities) during spring and nights sold; positive STR reports; (likes, shares); # of link fall. increase in MRDT. clicks. Google Search Digital Q1 Q2 Target specific search Encourage visitation to leisure Increase in website traffic to Google analytics; # of Ads Q3 keywords related to the product on leisure pages; increased customer link clicks to Q4 leisure product in Osoyoos to destinationosoyoos.com; reach conversions; increase in room destinationosoyoos.com encourage traffic to new customers based on our nights sold; positive STR reports; leisure pages; # of destinationosoyoos.com target markets through increase in MRDT. conversions; STR dedicated key word search. reports; MRDT reports.

Camping

Osoyoos is recognized as an RV/camping destination and is one of the few resort destinations in BC that still offers camping as an accommodation option. While an advantage, Osoyoos will see reduced capacity in the coming year and have reallocated some of the budget in 2021 to enhance leisure traveller campaigns. As RV parks rely on winter business to stay viable, DO will continue to promote the campgrounds to the Snowbird market.

Camping Target Marketing Initiatives

Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’S RVRAC Print, Q1 A guidebook that is distributed DO hopes to attract some of the Increased stakeholder # of stakeholder Guide Digital Q2 with RV rentals in BC and 10,000+ couples and families that satisfaction; increased web traffic; advertisements; stakeholder Q3 Alberta promoting early spring rent RVs in BC and AB between increased social media following; satisfaction; # of link clicks Q4 and late fall touring. April – June and September- increase in shoulder-season to destinationosoyoos.com November each year, and to bookings for Osoyoos camping pages; # of social reinforce Osoyoos as the ideal campgrounds. media followers; # of RV/camping destination. DO will campsites booked during supplement stakeholders that shoulder-season. wish to advertise in the guide.

Backroads Print, Q1 A magazine that supports To promote Osoyoos as a Increased web traffic; increased # guides distributed, # of Map Book Digital Q2 adventure tourism with maps destination or stopover point social media followers; positive click-through’s to Q3 and information on routes, for eco and adventure tourists. STR reports; increase in room destinationosoyoos.com Q4 parks, trails, waterways, and DO to create a specific "call to nights sold; increase in outdoor adventure content; roads in the Thompson action" for outdoor campaign MRDT. STR reports; MRDT reports. Okanagan. that is measurable.

Social Media Digital Q2 Targeted Facebook/Instagram To drive occupancy in the Increase in website traffic; Facebook and Instagram Q4 advertising targeted to shoulder seasons by increased customer conversions; analytics: # of people promote camping for spring promoting camping to specific increased social media following reached, # of engagement and fall. target markets. and engagement; increase in room (likes, shares); # of link nights sold; positive STR reports; Clicks, STR reports, MRDT increase in MRDT. Reports. Google Search Digital Q1 Target specific search Encourage visitation to Increase in website traffic to Google analytics; # of link Ads Q2 keywords related to the camping and RV product on camping pages; increased clicks to Q3 camping product in Osoyoos destinationosoyoos.com; customer conversions; increase in destinationosoyoos.com Q4 to encourage traffic to reach new customers based room nights sold; positive STR camping pages; # of destinationosoyoos.com on our target markets through reports; increase in MRDT. conversions; STR reports; dedicated key word search. MRDT reports. Google Display Digital Q2 Specifically target visitors who Bring visitors back to the Increase in website traffic to Google analytics; # of link Ads Q4 viewed camping sector pages destinationosoyoos.com camping pages; increased clicks to on destinationosoyoos.com camping pages through customer conversions; increase in destinationosoyoos.com and create display ads retargeted display ads. room nights sold; positive STR camping pages; # of distributed through the reports; increase in MRDT. visitor’s retargeted; # of Google Display Network to conversions; STR reports; encourage visitors to return MRDT reports. to the website.

Snowbirds Destination Osoyoos expects to see growth from this market as Canadians are opting to stay in Canada over traveling south for the winter. DO will face more competition in the Snowbird market as many BC resort communities will be vying for those tourism dollars to recover from 2020 losses. Tourism wanes in the winter season and Osoyoos has always been a mecca for Snowbirds due to the mild winter climate. Accommodators rely heavily on this market to stay open year-round and maintain a healthy employee base. Since 2018, DO has successfully modified the strategy to reflect the trends of the consumer and meet the needs of the stakeholder. The 2021 snowbird strategy considers the increased demand due to Covid and will be promoting short stays (1-3 weeks) for the first time and offering incentives for earlier arrivals to a new demographic (younger Snowbirds and Northern camp workers on rotation).

Snowbird Target Marketing Initiatives Initiative Mediu When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s m The Senior Paper (3) Print Q3 3 x 1/3-page full color To promote Osoyoos as a winter haven Positive STR report; increase in # of snowbird inquiries; # Q4 advertising and editorial in for Snowbirds and promote an snowbird inquiries; increase in of click-through’s to a popular seniors’ “incentive program” for early birds and web traffic; increase in Snowbird destinationosoyoos.com newspaper distributed in long stays. bookings; # of incentive rewards snowbird landing page; BC, Alberta, and redeemed. increase in Snowbird visits; Saskatchewan. # of incentive rewards 6

redeemed, STR reports. AB Weekly Print Q3 3 x advertisements in To promote Osoyoos as a winter Positive STR report; increase in # of snowbird inquiries; # Newspapers (3) Q4 Alberta Weekly haven for Snowbirds and promote snowbird inquiries; increase in of link clicks to newspapers. an “incentive program” for early web traffic; increase in Snowbird destinationosoyoos.com bird and longer stays. bookings. Snowbird landing page; increase in Snowbird visits; # of incentive rewards redeemed, STR reports.

Western Print Q3 A full-page advertisement To provide a co-op opportunity for Positive STR report; increase in # of participating partners; Producer Q4 in the Snowbird edition of stakeholders to advertise in a snowbird inquiries; increase in # of snowbird inquiries; # a publication that is popular publication that is widely web traffic; increase in Snowbird of link clicks to popular with residents in distributed in the Prairie provinces bookings. destinationosoyoos.com the Prairie provinces. but considered cost prohibitive. Snowbird landing page; Stakeholders will have an increase in Snowbird visits; opportunity to 'buy in" to # of incentive rewards the ad at a deep discount. redeemed, STR reports.

New Winter Display Q3 Airport signage To promote weekly, monthly stays in Increase in snowbird/long stay Airport usage stats, # of Initiative Q4 strategically erected in Osoyoos in the winter months to inquiries; increase in inquiries, website stats, domestic terminals in rotational workers and potential snowbird/long stay bookings, MRDT reports. target markets i.e.: snowbirds in northern communities. increase in MRDT in Q4. Edmonton, Kitimat, Fort MacMurray.

Social Media Digital Q3 Targeted To drive winter occupancy by Increase in website traffic; Facebook and Instagram Q4 Facebook/Instagram promoting snowbird stays to prairie increased customer conversions; analytics: # of people advertising to promote provinces and northern BC. increased social media following reached, # of engagement short- and long-term and engagement; increase in (likes, shares); # of link snowbird stays. group members for Osoyoos Clicks; STR reports; MRDT Snowbird Facebook page; reports. increase in room nights sold; positive STR report; increase in MRDT. Google Search Digital Q1 Target specific search Encourage visitation to the snowbird Increase in website traffic to Google analytics; # of link Ads Q2 keywords related to the page on destinationosoyoos.com; snowbird page; increased clicks to Q3 snowbird product in reach new customers based on our customer conversions; increase destinationosoyoos.com Q4 Osoyoos to encourage target markets through dedicated in room nights sold; positive STR snowbird page; # of traffic to key word search. reports; increase in MRDT. conversions; STR reports; destinationosoyoos.com MRDT reports.

Google Display Digital Q3 Specifically target visitors Bring visitors back to the Increase in website traffic to Google analytics; # of link Ads Q4 who viewed the snowbird destinationosoyoos.com snowbird snowbird page; increased clicks to page on page through retargeted display ads. customer conversions; increase destinationosoyoos.com destinationosoyoos.com in room nights sold; positive STR snowbird page; # of and create display ads reports; increase in MRDT. visitor’s retargeted; # of distributed through the conversions; STR reports; Google Display Network to MRDT reports. encourage visitors to return to the website.

Golf/Outdoor Adventure Osoyoos boasts several outdoor recreational opportunities that can be promoted into the shoulder seasons (Spring/Fall/Winter) and the 2021 plan will attract this active traveler through highly targeted social media campaigns, regional promotions of the Visit South Okanagan co-op initiative. Golf and other outdoor adventures will be even more popular as travellers are seeking wide open spaces, social distancing, and less crowds. Golf, ski, hiking, and cycling can boost shoulder season visitation and provide necessary marketing support to sectors that have often been overlooked.

Golf/Outdoor Adventure Target Marketing Initiatives Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s BC Golf Digital Q2 E-blast to BC golfers that Promote Osoyoos' early season opening Increased web traffic; increased # of link clicks to opt-in to BC Golf mail-outs to a very dedicated list of golfers to social media followers; increased destinationosoyoos.com golf (stakeholder buy-in a coincide with Vancouver and Alberta consumer database; increased # of related pages; # of packages possibility). golf shows. E-blast must include a special packages sold; increased # of room sold, # of contacts received for offer that could include room or golf nights sold; increased MRDT; consumer database; # of green discounts that is available only to BCPGA increased # of green fees sold; fees sold; increased STR; golfers for a specific period. increased stakeholder satisfaction. increased MRDT. Backroads Print Q1 A magazine that supports To promote Osoyoos as a destination Increased web traffic; # of guides distributed, # Map Book Digital Q2 adventure tourism with or stopover point for eco and increased social media of click-through’s to Q3 maps and information on adventure tourists. DO to create a following; positive STR destinationosoyoos.com Q4 routes, parks, trails, specific "call to action" for outdoor reports. outdoor adventure and waterways, and roads in campaign that is camping content. the Thompson Okanagan. measurable.

Castanet Digital Q2 Seasonal campaigns To drive shoulder-season Positive STR reports; increased # of packages sold; # of link Q4 that include digital occupancy through the promotion website traffic; increased # of clicks to package page; ads, contesting, news of packaged tourism products for social media followers; increased increased social media coverage, and social each season. consumer database; increase in following; # of stakeholder media, intended to room nights sold; increase in contest prizes; # of contest promote packages to MRDT. entries; # of contacts increase visits in the received for consumer shoulder season. database; Castanet analytics (reach, impressions, clicks to contest page), STR reports, MRDT reports. Icicle Radio, Q2 Spring and fall radio and To drive occupancy through the Positive STR reports; increased # of packages sold; # of link Broadcasting Digital Q3 digital campaign with promotion of getaway packages website traffic; increased # of clicks to package page; Q4 contesting geared to the during spring and fall using contesting social media followers; increased increased followers; # of near-in US market. to entice interaction. consumer database; increase in contest entries; # of contacts border crossings; increase in room received for consumer Summer “Two Nation To build awareness in the Route 97 nights sold; increase in MRDT. database; Icicle Broadcasting Vacation” contest corridor by promoting a substantial analytics (reach, giveaway campaign. vacation getaway package to be impressions, clicks to contest promoted and given away at the page), STR reports, end of Summer. MRDT reports. Social Media Digital Q1 Facebook/Instagram To drive spring and fall occupancy by Increase in website traffic; Facebook and Instagram Q2 targeted advertising to promoting golf and outdoor adventure increased customer conversions; analytics: # of people Q4 golf and outdoor getaways, packages, and specials. increased social media following reached, # of engagement adventure enthusiasts. and engagement; increase in room (likes, shares); # of link nights sold; positive STR report; clicks; # of package/special increase in MRDT. sales; STR reports; MRDT reports. Google Digital Q1 Target specific search Encourage visitation to the golf Increase in website traffic to golf Google analytics; # of link Search Ads Q2 keywords related to the product on destinationosoyoos.com; pages; increased customer clicks to Q3 golf product in Osoyoos reach new customers based on our conversions; increase in room destinationosoyoos.com golf Q4 to encourage traffic to target markets through dedicated key nights sold; positive STR reports; pages; # of conversions; # of destinationosoyoos.com word search. increase in MRDT. package/special sales; STR reports; MRDT reports. Google Digital Q1 Specifically target visitors Bring visitors back to the Increase in website traffic to Google analytics; # of link Display Ads Q2 who viewed the outdoor destinationosoyoos.com outdoor outdoor adventure and golf pages; clicks to Q4 adventure and golf pages adventure and golf pages through increased customer conversions; destinationosoyoos.com golf on retargeted display ads. increase in room nights sold; pages; # of visitor’s destinationosoyoos.com positive STR reports; increase in retargeted; # of conversions; and create display ads MRDT. # of package/special sales; distributed through the STR reports; Google Display Network MRDT reports. to encourage visitors to return to the website.

Ski/Winter The tourism industry across the province is looking for ways to increase winter business. Since 2016, DO has invested in partnership marketing with accommodators and Baldy Ski Resort to promote ski packages to Osoyoos. Baldy Resort has restructured, and the new management is keen to maintain the momentum of past years and continue to promote Ski and Stay packages by taking advantage of their reciprocal partnerships with Mt. Washington, Manning Park, Seymour, Apex and Silver Star. The 2021 plan will not deviate from the past but will leverage the Visit South Okanagan project to further promote Osoyoos’ winter product.

Ski/Winter Target Marketing Initiatives

Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s Global TV Television, Q2 Two 2-week To drive occupancy during spring Positive STR reports; positive # of packages developed and Digital Q4 multifaceted campaign and fall through the promotion of Global analytics; increased sold; # of link clicks to promoting spring and leisure activities such as blossom website traffic; increased # of destinationosoyoos.com fall/winter through touring, fall colours, wine, golf, and social media followers; packages page; # of social television spots, culinary. To market Osoyoos as a increase in newsletter media followers; # of contest contesting, community destination for romantic weekend database; increase in entries; # of members calendar, and paid and getaways throughout fall, winter, packages sold, increase in received for the consumer unpaid social media and spring. room nights sold, increase in newsletter database; Global support. MRDT. analytics; STR reports; MRDT reports. Castanet Digital Q2 Seasonal campaigns that To drive shoulder-season Positive STR reports; # of packages sold; # of link Q4 include digital ads, occupancy through the promotion increased website traffic; clicks to package page; contesting, news of packaged tourism products for increased # of social media increased followers; # of coverage, and social each season. followers; increased contest entries; # of contacts media, intended to consumer database; increase received for consumer promote packages to in room nights sold; increase database; Castanet analytics increase visits in the in MRDT. (reach, impressions, clicks to shoulder season. contest page), STR reports, MRDT reports.

New Display Q3 Airport signage To promote weekly, monthly stays Increase in snowbird/long Airport usage stats, # of Winter Q4 strategically erected in in Osoyoos in the winter months to stay inquiries; increase in inquiries, website stats, Initiative domestic terminals in rotational workers and potential snowbird/long stay bookings, MRDT reports. target markets i.e.: snowbirds in northern increase in MRDT in Q4. Edmonton, Kitimat, Fort communities. MacMurray.

Social Digital Q1 Targeted To drive winter occupancy by Increase in website traffic; Facebook and Instagram Media Q4 Facebook/Instagram promoting winter product, increased package sales; analytics: # of people advertising to promote romance, and ski packages and increased social media reached, # of engagement ski, winter activities, and specials. following and engagement; (likes, shares); # of link romantic winter increase in room nights sold; Clicks; # of package/special getaways. positive STR report; increase sales; STR reports; MRDT in MRDT. reports.

Google Digital Q1 Target specific search Encourage visitation to winter Increase in website traffic to Google analytics; # of link Search Ads Q4 keywords related to the pages and related packages (ski, winter package pages; clicks to winter product in romance, winter getaways) on increased customer destinationosoyoos.com Osoyoos to encourage destinationosoyoos.com; reach new conversions; increase in room winter package pages; # of traffic to customers based on our target nights sold; positive STR conversions; # of destinationosoyoos.com markets through dedicated key reports; increase in MRDT. package/special sales; STR word search. reports; MRDT reports.

Google Digital Q1 Specifically target Bring visitors back to the Increase in website traffic to Google analytics; # of link Display Ads Q4 visitors who viewed the destinationosoyoos.com winter winter package pages; clicks to winter related pages on pages through retargeted display increased customer destinationosoyoos.com destinationosoyoos.com ads. conversions; increase in room winter pages; # of visitor’s and create display ads nights sold; positive STR retargeted; # of conversions; distributed through the reports; increase in MRDT. # of package/special sales; Google Display Network STR reports; to encourage visitors to MRDT reports. return to the website.

Wine and Culinary Culinary tourism continues to be a growing sector and "foodies" are passionate about travel that fulfills their desire to wine, dine, learn, and explore local foods and agricultural regions. The Okanagan Valley is recognized as a world class wine region and Osoyoos has created a "foodie" following through the successful support of many culinary events. Osoyoos is a mecca for 'Farm to Fork' experiences and DO plans to capitalize on the existing reputation and strong partnerships with the Oliver Osoyoos and Similkameen Wine Associations as well as the new South Okanagan Tourism Alliance partnership to build campaigns that will attract this high yield traveler. The creation of a cooperative with DBC and the HWY 3 communities will also facilitate the building of this market sector in our region.

Wine and Culinary Target Marketing Initiatives

Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s Wine Trails Print, Q1 A display ad in a directory of To promote Osoyoos as an integral Additional editorial for # of magazines distributed; # Digital Q2 Okanagan wineries that part of the Okanagan wine region "feature" product; exposure of website hits to wine promotes touring options and and encourage overnight stays for Osoyoos wine and culinary related content on suggested itineraries. through promoting wine packages product and events; increase destinationosoyoos.com. & day trips. in shoulder season visitation. Global TV Television, Q1 Two 2-week multifaceted To drive occupancy during spring Positive STR reports; positive # of packages developed and Digital Q4 campaign promoting spring and fall through the promotion of Global analytics; increased sold; # of stakeholders and fall/winter through leisure activities such as blossom website traffic; increased participating in contesting; # television spots, contesting, touring, fall colours, wine, golf, and social media following; of link clicks to community calendar, and culinary. To market Osoyoos as a increase in newsletter destinationosoyoos.com paid and unpaid social media destination for romantic weekend database; increase in packages page; # of social support. getaways throughout fall, winter, packages sold, increase in media followers; # of contest and spring. room nights sold, increase in entries; # of members MRDT. received for the consumer newsletter database; Global analytics; STR reports; MRDT reports. South Partnerships Q1 Funding set aside for year 2 Take advantage of co-op Increase in local and regional # of advertising outlets; # of Okanagan Q2 of the Visit South Okanagan marketing opportunities and partnerships; leveraging of partners; # of visitors to Tourism Q3 campaign partnership with funding to promote the South funds; additional exposure in website; # of social media Alliance Q4 neighboring communities Okanagan as a leading destination. new market segments, followers; STR reports; and associations. expanded reach of existing MRDT reports. promotions; increase in website traffic for destinationosoyoos.com; increase in social media following. Destination Q1 Take the lead in establishing The “Farms, Forks and Establishment of a new, formal # of participating BC Co-op Q2 a marketing partnership with Fermentations” route will connect partnership; DBC support, communities; matched Initiative Q3 select communities in the DO with agricultural communities additional exposure in new funding approval from DBC; Q4 Fraser Valley and Highway of the Fraser & Similkameen market segments; media exposure. 3/Crowsnest corridor that Valleys to create a multi-year amplification of existing aligns with DBC priorities marketing campaign that will promotions. showcasing agriculture, farm qualify for DBC matched funding

to table/culinary experiences using a theme that resonates with including beer, cider, and both consumers and DBC alike. spirits “Farms, Forks and Fermentations”. Social Digital Q2 Targeted Facebook/Instagram To drive spring and fall occupancy Increase in website traffic; Facebook and Instagram Media Q4 advertising to promote wine by promoting wine and culinary increased winery tasting analytics: # of people and culinary in spring and fall. product (spring/fall wine releases, experience bookings; reached, # of engagement specials and tasting experiences, increased social media (likes, shares); # of link winery events, fall colours) following and engagement; clicks; # of tasting package increase in room nights sold; bookings; STR reports; MRDT positive STR report; increase reports. in MRDT. Google Digital Q1 Target specific search Encourage visitation to wine Increase in website traffic to Google analytics; # of link Search Ads Q2 keywords related to the wine related pages on wine and winery special clicks to Q3 product in Osoyoos to destinationosoyoos.com; reach pages; increased customer destinationosoyoos.com Q4 encourage traffic to new customers based on our conversions; increase in room wine pages; # of destinationosoyoos.com target markets through dedicated nights sold; positive STR conversions; # of key word search. reports; increase in MRDT. package/special sales; STR reports; MRDT reports. Google Digital Q2 Specifically target visitors Bring visitors back to the Increase in website traffic to Google analytics; # of link Display Ads Q4 who viewed the wine related destinationosoyoos.com wine wine related pages; increased clicks to pages on pages through retargeted display customer conversions; destinationosoyoos.com destinationosoyoos.com and ads. increase in room nights sold; wine pages; # of visitor’s create display ads distributed positive STR reports; increase retargeted; # of conversions; through the Google Display in MRDT. # of wine package/special Network to encourage visitors sales; STR reports; to return to the website. MRDT reports.

Travel Trade Since 2017, DO has invested lightly in the Travel Trade market to introduce Osoyoos as a great shoulder season stopover for Rockies itineraries and an add-on to Vancouver programs. In 2019, stakeholders reported significant increases in Fall/Winter tour business from the Asian markets and DO expanded efforts to network with Vancouver based RTO's with the intent of seeing more Osoyoos product in Spring/Fall/Winter tariffs. The Covid-19 crisis has devastated the Vancouver-based Receptive Tour Operators and Destination BC and Destination Canada are working hard to support them during the International travel bans. DO has set aside nominal budget to cater to this sector should DBC/DC develop programs to revitalize international travel trade and take advantage if international travel demands are reflective of the pent-up demand in the domestic markets for our area.

Travel Trade Target Marketing Initiatives Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s Fams/Travel Direct Sales Q2 A Spring fam of qualified Receptive To introduce Receptive Tour Operators with Increased web traffic; # of fam participants; Trade Tour Operators supported by potential for shoulder season business to increased social stakeholder support; Destination BC. Osoyoos' product. To take advantage of local media following; increased tour tourism businesses that have connections to increase in room activity. the Asian markets. nights sold; increase in MRDT. CITAP Membership Q3 Membership Canadian Inbound To access Asian RTOs through association Access to Asian # of networking Tour Assn Asia Pacific. networking events. RTO’s; access to events attended; # CITAP networking of appointments events. with RTO’s. CITAP Winter B2B Q4 A Winter trade show and To represent Osoyoos to the Asian Increased exposure; # of RTO's in Marketplace networking event with Asian Receptive Tour Operators in an informal new relationships; attendance; # of Receptive Tour Operators. setting to promote the community for cross promotion appointments Spring, Fall & Winter tours. To partner with with new product attended; # of local Asian owned tourism businesses to offerings (Phantom wholesale bookings encourage cultural exchanges. Creek, Baldy). in shoulder season. CITAP Golf B2B Q3 Increase awareness of Fall Foliage, Engage in a sponsorship opportunity with Increased # of tariffs created Tournament wineries, new product through the CITAP Golf Tournament to increase the exposure; new that feature fall Sponsor sponsorship of Annual CITAP Golf exposure and awareness of Osoyoos and relationships; tours; # of Tournament. DO will have an new & noteworthy product offerings. cross promotion inquiries; opportunity to meet one-on-one Encourage operators to consider with new product increased room with CITAP buyers in a casual Osoyoos for ‘Fall Foliage’ circle tours. offerings blocks in Osoyoos. atmosphere. (Phantom Creek, Baldy).

Meeting and Incentive Since 2016, DO has increased investment in the MICE market and it is starting to show results. Covid-19 forced groups to cancel group bookings from April – December 2020 and it is not clear when current health & safety regulations limiting gatherings to just 50 people will be lifted. Latest studies from Destination Canada show that corporate business meetings have the strongest projections for recovery, followed by convention. Planners are primarily focused on rebooking business events with an increased preference to the Q3-Q4 2021 and Q1-4 in 2022.

While Osoyoos has limited conference facilities, the community is well suited to attract small & midsized meetings, corporate retreats, and incentive groups. DO has and will continue to create incentive worthy itineraries that showcase the areas unique and impressive attributes to attract corporate groups and Incentive houses. Area 27, wineries, special events, first class accommodation and golf are important attractions. The 2021 plan secures memberships in powerful industry associations and, where feasible, DO will have a presence at key networking events where Osoyoos can be represented as an ideal destination for corporate meetings, events, and incentive groups. Success in this market will greatly benefit the community in shoulder seasons and impact golf, wineries, and outdoor adventure operators.

MICE Target Marketing Initiatives Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s Howard Silver B2B Q1 A MICE trade show To promote Osoyoos as a Increased # of leads; increased # of # of RFPs; # of new contacts Executive Show for Vancouver based venue for Corporate bookings; increase in room nights; generated; # of new bookings Corporate Planners meetings and retreats increase in MRDT. generated. targeting shoulder and introduce Corporate season business. Incentive itineraries (golf, wine, Area27); build a database of qualified planners. Incentive B2B Q3 Business Events To access top incentive Increased # of leads; increased # of # of RFPs; # of new contacts Canada Canada's #1 B2B travel planners through a bookings; positive STR reports; generated; # of new bookings marketplace where partnership with increase in room nights; increase in generated; STR reports; MRDT Canadian suppliers Uncommon Canada to MRDT. reports. have scheduled appts introduce Osoyoos and multiple incentive product; build a networking database of qualified opportunities with buyers; generate RFP's for highly qualified stakeholders; promote Incentive Travel incentive program. Planners from the USA & Europe. MPI Winter B2B Q4 A networking event for To interact with BC event Increased # of leads; increased # of # of RFPs; # of new contacts Social Corporate and planners in a casual setting bookings; positive STR reports; generated; # of new bookings increase in room nights; generated; STR reports; Association event and promote incentive increase in MRDT. MRDT reports. planners & suppliers. program; build a database of qualified buyers; generate RFP's. Social Media Digital Q1 Facebook/Instagram To drive shoulder season Increase in website traffic; increased Facebook and Instagram analytics: Q4 targeted advertising occupancy by promoting winery tasting experience bookings; # of people increased social media following and targeted to promote meeting and incentive engagement; increase in room nights reached, # of engagement meeting and incentive product through targeted sold; positive STR report; increase in (likes, shares); # of link product. advertising. MRDT. clicks; # of group inquiries; STR reports; MRDT reports. Google Digital Q1 Target specific search Encourage visitation to Increase in website traffic to meeting Google analytics; # of link clicks to Search Ads Q4 keywords related to meeting and incentive related and incentive page; increased destinationosoyoos.com meeting customer conversions; increase in the meeting and pages on room nights sold; positive STR and incentive pages; # of group incentive product in destinationosoyoos.com; reports; increase in MRDT. inquiries; STR reports; Osoyoos to encourage reach new customers based MRDT reports. traffic to on our target markets destinationosoyoos.co through dedicated key word m. search.

Google Digital Q1 Specifically target Bring visitors back to the Increase in website traffic to meeting Google analytics; # of link clicks to Display Ads Q4 visitors who viewed destinationosoyoos.com and incentive related pages; destinationosoyoos.com meeting increased customer conversions; the meeting and meeting and incentive pages increase in room nights sold; positive and incentive pages; # of visitor’s incentive related through retargeted display STR reports; increase in MRDT. retargeted; # of group inquiries; pages on ads. STR reports; MRDT reports. destinationosoyoos.co m and create display ads distributed through the Google Display Network to encourage visitors to return to the website.

Festivals and Events Given current circumstances and uncertainty as to how long large groups will be restricted from gathering, DO has opted to reduce the budget typically spent promoting events in 2021 but understand that events are key to building shoulder season business in Osoyoos. DO is prepared to offer marketing support should the regulations relax and planners once again host festivals and events that will attract visitors. DO will support both new and existing events with amplification through our channels.

Festivals and Events Target Marketing Initiatives

Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s

Castanet Digital Q2 Seasonal campaigns To drive year-round Positive STR reports; increased # of packages sold; # of link clicks to Q4 that include digital occupancy through the website traffic; increased # of social package page; increased followers; ads, contesting, news promotion of packaged media followers; increased # of contest entries; # of contacts coverage, and social tourism products for each consumer database; increase in received for consumer database; media, intended to season. room nights sold; increase in Castanet analytics (reach, promote packages to MRDT. impressions, clicks to contest page), increase visits in the STR reports, MRDT reports. shoulder season.

Icicle Radio, Q2 Spring and fall radio To drive occupancy through Positive STR reports; increased # of packages sold; # of link clicks to Broadcasting Digital Q3 and digital campaign the promotion of getaway website traffic; increased # of social package page; increased followers; Q4 with contesting geared packages during spring and media followers; increased # of contest entries; # of contacts to the near-in US fall using contesting to entice consumer database; increase in received for consumer database; market. interaction. border crossings; increase in room Icicle Broadcasting analytics (reach, nights sold; increase in MRDT. impressions, clicks to contest page), Summer “Two To build awareness in the STR reports, MRDT reports. Nation Vacation” Route 97 corridor by contest giveaway promoting a substantial campaign. vacation getaway package to be promoted and given away at the end of Summer. Social Media Digital Q1 Targeted To increase awareness and Increase in website traffic; Facebook and Instagram analytics: Q2 Facebook/Instagram attendance for local events increased event attendance; # of people reached, # of Q3 advertising targeted to through targeted advertising. increased social media following engagement (likes, shares); # of Q4 promote Osoyoos and engagement; increase in room link clicks; # of event tickets sold; events. nights sold; positive STR report; STR reports; MRDT reports. increase in MRDT.

Google Digital Q1 Target specific search Encourage visitation to the Increase in website traffic to online Google analytics; # of link clicks to Search Ads Q2 keywords related to events calendar on events calendar; increased ticket destinationosoyoos.com events Q3 Osoyoos events to destinationosoyoos.com; sales; increase in room nights sold; calendar; # of group inquiries; STR Q4 encourage traffic to reach new customers based positive STR reports; increase in reports; MRDT reports. destinationosoyoos.co on our target markets MRDT. m. through dedicated key word search. Google Digital Q1 Specifically target Bring visitors back to the Increase in website traffic to online Google analytics; # of link clicks to Display Ads Q2 visitors who viewed destinationosoyoos.com events calendar; increased ticket destinationosoyoos.com events Q3 the events calendar events calendar through sales; increase in room nights sold; calendar; # of group inquiries; STR Q4 destinationosoyoos.co retargeted display ads. positive STR reports; increase in reports; MRDT reports. m and create display MRDT. ads distributed through the Google Display Network to encourage visitors to return to the website.

Weddings Covid-19 has forced wedding planners to pivot, creating a new “elopement” and small destination wedding trend that DO will take advantage of. With travel restricted, DO sees an opportunity to attract small weddings that would typically travel to Mexico and other popular international destinations. DO will update and refresh existing Wedding pages on the website to include unique venues, accommodation updates and include those venues and planners that offer elopement and other packages specific to the

17 new wedding trends. DO will organize social campaigns to drive viewers to the website where wedding planners can request information through the website and potential leads will be forwarded to stakeholders for follow up. DO will work with stakeholders to ensure the site is current and inquiries generated from the website are handled efficiently.

Weddings Target Marketing Initiatives Initiative Medium When Description of Initiative Goals/Objectives ROI (Over 2020) KPI’s

Social Media Digital Q1 Facebook/Instagram To drive shoulder season Increase in website traffic; Facebook and Instagram analytics: Q2 targeted advertising occupancy by promoting increased social media following # of people targeted to promote wedding product through and engagement; increase in room reached, # of engagement small weddings, targeted advertising. nights sold; positive STR report; (likes, shares); # of link honeymoons, and increase in MRDT. clicks; # of wedding inquiries; STR elopements. reports; MRDT reports. Google Digital Q1 Target specific search Encourage visitation to Increase in website traffic to Google analytics; # of link clicks to Search Ads Q2 keywords related to wedding related pages on wedding pages; increased customer destinationosoyoos.com wedding Q3 wedding product in destinationosoyoos.com; conversions; increase in room pages; # of wedding inquiries; STR Q4 Osoyoos to encourage reach new customers based nights sold; positive STR reports; reports; traffic to on our target markets increase in MRDT. MRDT reports. destinationosoyoos.co through dedicated key word m. search. Google Digital Q1 Specifically target Bring visitors back to the Increase in website traffic to Google analytics; # of link clicks to Display Ads Q2 visitors who viewed destinationosoyoos.com wedding related pages; increased destinationosoyoos.com wedding the wedding related wedding pages through customer conversions; increase in pages; # of visitor’s retargeted; # pages on retargeted display ads. room nights sold; positive STR of wedding inquiries; STR reports; destinationosoyoos.co reports; increase in MRDT. MRDT reports. m and create display ads distributed through the Google Display Network to encourage visitors to return to the website.

All Segments The initiatives below will benefit all the identified segments that Destination Osoyoos has targeted.

All Segments Target Marketing Initiatives

Initiative Medium When Description of Goals/Objectives ROI (Over 2020) KPI’s Initiative Giveaways Tradeshow Q1 VIP gifts for FAM To influence visiting Positive rapport. # of items purchased; # of items Swag FAM’s participants. media and MCIT distributed. planners with take- aways reflective of Osoyoos/South Okanagan. Branded Tradeshow Q1 Small branded To find inexpensive but Positive rapport. # of items purchased; # of items Collateral FAM’s giveaways that can memorable giveaways that distributed. be used for trade are reflective of Osoyoos shows and special and geared toward the events. market segments D.O. TIABC Membership Q1 Tourism Industry Stay informed of provincial Increased engagement with Industry engagement. Association of British trends and opportunities. TIABC, BC DMO's, and tourism Columbia. organizations. Miscellaneous Print Q1 As Destination Set aside marketing dollars for Digital Q2 Osoyoos often receives marketing opportunities that Q3 new marketing arise throughout 2021. Q4 opportunities throughout the year, funding will be set aside to take advantage of these opportunities. Regional Partnerships Q1 Discretionary funding To take advantage of co-op Increase in local and regional # of new projects; # of partners; Partnerships Q2 set aside for potential marketing opportunities as partnerships; leveraging of STR reports; MRDT reports. (Travel Q4 partnerships with they arise. Multiple partners funds for marketing initiatives. Penticton, neighboring must collaborate to pursue Baldy, communities and grants through DBC and ITAC. OOWA) associations.

South Partnerships Q1 Funding set aside for Take advantage of co-op Increase in local and regional # of advertising outlets; # of Okanagan Q2 year 2 of the Visit marketing opportunities and partnerships; leveraging of partners; # of visitors to Tourism Q3 South Okanagan funding to promote the South funds; additional exposure in website; # of social media Alliance Q4 campaign partnership Okanagan as a leading new market segments, followers; STR reports; MRDT with neighboring destination. expanded reach of existing reports. communities and promotions; increase in associations. website traffic for destinationosoyoos.com; increase in social media following. Destination BC Q1 Take the lead in The “Farms, Forks and Establishment of a new, formal # of participating communities; Co-op Q2 establishing a Fermentations” route will partnership; DBC support, matched funding approval from Initiative Q3 marketing partnership connect DO with agricultural additional exposure in new DBC; media exposure. Q4 with select communities of the Fraser & market segments; amplification communities in the Similkameen Valleys to create of existing promotions. Fraser Valley and a multi-year marketing Highway 3/Crowsnest campaign that will qualify for corridor that aligns DBC matched funding using a with DBC priorities theme that resonates with showcasing agriculture, both consumers and DBC alike. farm to table/culinary experiences including beer, cider, and spirits “Farms, Forks and Fermentations” Stakeholder Stakeholder Q1 Allocate funding to Identify and support tourism Increase in stakeholder # of stakeholders participating Benefit Benefit Q2 support smaller stakeholders that would engagement; inventory of in programming; stakeholder Projects Q3 stakeholders in benefit from DO’s marketing professional marketing satisfaction; positive response Q4 developing expertise by providing a collateral more aligned with in social media professional marketing subsidized tool kit allowing DO’s image; suggest higher materials them to professionally market quality experience through their business and, in return, professional marketing assets, enhance DO’s marketing instil sense of pride in Visitor portfolio with professional Centre staff, increased referrals collateral and imagery and direct sales through VC Projects could include the continuation of an assisted rack card program, digital marketing enhancement plans and basic professional photo shoots.

FAMs/Media Direct Sales Q1 Hosting of qualified To effectively host media that Increase in exposure of # of FAMs hosted; # of stories Visits Q2 media that can generate has been pre-qualified by Osoyoos tourism product; generated; $ of unpaid media. Q3 stories that showcase Serena PR; pursue and increase in stories generated; Q4 the key messages of encourage media FAMs from increase in DO’s marketing plan. TOTA, DBC, DC that generate social media following. media exposure to attract the leisure travel market. PR - Fee for Fee for Service Q2 A monthly retainer To pursue, qualify and Increase in media brought to # of qualified media FAMs; $ Service Q3 securing the services of professionally manage media Osoyoos; increased exposure of unpaid ad equivalency; # of a professional Public relationships; organize FAMs for Osoyoos tourism product; articles/stories featuring Relations firm for up to 6 qualified media; leverage increase in stories generated; Osoyoos; # of social media months during key need relationships with TOTA, DBC increase in social media posts featuring period. and Destination BC to following. Osoyoos/tourism product. ensure DO is top of mind. Media Lunch B2B Q2 A hosted lunch To host highly qualified travel Increase in exposure of # of media in attendance; # of (Vancouver) presentation for key media to present Destination Osoyoos tourism product; stories generated; $ of unpaid media in Vancouver. Osoyoos and provide "story increase in stories generated; media; # of social media starters", promote festivals increase in social media followers. and events and what is new in following. the community. Media Lunch B2B Q2 A hosted event with To host highly qualified travel Increase in exposure of # of media in attendance; # of (Calgary) presentation for key media to present Destination Osoyoos tourism product; stories generated; $ of unpaid media in Calgary. Osoyoos and provide "story increase in stories generated; media; # of social media starters", promote festivals increase in social media followers. and events and what is new in following. the community. Travel Q2 Air, meals, hotel. Travel for Media Lunches Q4 (Vancouver & Calgary), Howard Silver, CITAP Golf Tournament, MPI Winter Social. Creative Collateral Q1 Professional design and To maintain the integrity and High quality design. # of ad assets produced. Q2 delivery of all cohesiveness of the Destination Q3 Destination Osoyoos Osoyoos brand. Q4 marketing campaigns for print and digital. Digital Creative Collateral Q1 Contract qualified digital To ensure digital ads are High quality, cohesive design # of ad assets produced; ad Q2 company to design and streamlined with regional and aligned with Destination BC; performance (google analytics) Q3 build high-quality, provincial standards as well as responsive functionality; Q4 responsive digital ad sets built properly for Google's enhanced ad testing and for Google display and responsive platforms; maintain analytics. retargeting. the integrity and cohesiveness of the Destination Osoyoos brand.

Digital Asset Stakeholder Q1 Implement the Acquire rights to photography Curation of high-quality digital # of assets acquired; # of assets Development Benefit Q2 CrowdRiff User and video assets from user assets for DO and stakeholder used for collateral (print, Q3 Generated Content generated content to be used media database; enhanced digital, social, web); analytics Q4 (UGC) platform to allow for Destination Osoyoos' print stakeholder presence on from media. DO to acquire the rights and digital outlets including destinationosoyoos.com; to UGC and house advertising, social media, and enhanced stakeholder presence internal media content. web content. The digital on social media channels; The platform also acts as platform acts as an asset enhanced print and digital cloud base storage and management and cloud-based campaign collateral. will allow DO to quickly storage tool to allow DO to build galleries for quickly build and share content stakeholder and media for stakeholders and media. use, as well as to enhance website and social media. CRM Research and Q1 Implement a Customer Acquire a CRM system to track Increased tracking on ROI for # of team members utilizing Development, Q2 Relationship leads for stakeholders, monitor stakeholders; increased statistics CRM; # of consumer inquiries Stakeholder Q3 Management System consumer activity and follow up, and sales reporting; enhanced tracked; # of stakeholder Benefit, Q4 (CRM) to track and track all DO activity with communication and efficiency for inquiries tracked. Digital manage stakeholder stakeholders, partners, and DO team. leads and relations, key consumers. consumer interests, and build DO’s consumer database.

Email Digital Q1 Subscription to an email To create and distribute Increased engagement with # of consumer newsletters Marketing Q2 marketing service (such professional emails to consumer consumer and stakeholder produced; # of stakeholder Service (such as Q3 as Mail Chimp) to allow and stakeholder databases. To databases; increase in consumer newsletters produced; increase in Mail Chimp) Q4 DO to produce and maintain and grow databases retention; promotion for Osoyoos consumer database; increase in distribute stakeholder and analyze customer data and tourism product to dedicated stakeholder database; increase in and consumer trends. database; increase in stakeholder newsletter opens; increase in communications. satisfaction. click-through's to Osoyoos content.

Mobile Digital Q1 Produce a mobile Design and create a mobile Increased exposure for Osoyoos Successful completion of Application Q2 application for application for smartphones tourism product; ability to directly application; # of app Q3 Destination Osoyoos to that adheres to Destination target consumers pre, post, and downloads; # of contacts Q4 provide visitors with Osoyoos’ brand standards; in-market. acquired for consumer enhanced information provide an opportunity for database. and provide a stakeholder exposure; collect user data for targeted promotional outlet for marketing. targeted marketing initiatives.

Mobile Print Q1 Produce a lure piece to Design, print, and distribute Increased application downloads; Completion of lure piece; # of Application Q2 promote the Destination professional lure piece; increased exposure for Osoyoos brochures printed and Lure Piece Q3 Osoyoos mobile encourage application and tourism product. distributed; # of QR scans from Q4 application. downloads. brochure.

STR Report Research and Q1 A statistics report To measure the success of DO’s Accurate reporting for the # of properties reporting. Development Q2 generated by a marketing efforts through accommodation sector; Q3 professional polling monitoring accommodation statistics assist DO in marketing Q4 company that allows DO trends throughout the year. initiatives and tracking. to measure success by Monthly reporting will provide comparing occupancy statistics that compares and average rate Osoyoos properties against statistics against competitive set and/or the competitive set. similar communities. Air DNA Research and Q1 A statistics report To measure the success of DO’s Accurate reporting for the # of properties reporting. Development Q2 generated by a marketing efforts through accommodation sector; Q3 professional polling monitoring accommodation statistics assist DO in marketing Q4 company that allows DO trends throughout the year. initiatives and tracking. to measure success by Monthly reporting will help DO tracking the supply and forecast the revenue potential demand growth of of Airbnb and Vrbo vacation properties listed on rental properties. Airbnb and Vrbo. Surveys Research and Q1 Establish surveys for Surveys will help to better Accurate reporting for the # of surveys developed; # of Development Q2 stakeholders and visitors identify DO's consumers, accommodation sector; survey participants; value of Q3 to acquire visitor and measure stakeholder statistics assist DO in marketing data received. Q4 stakeholder data to use satisfaction, and identify initiatives and tracking. for marketing initiatives. stakeholder needs. Miscellaneous Research and Q1 Set aside funding for Take advantage of research and Accurate reporting for the # of surveys developed; # of Development Q2 new research and development opportunities so accommodation sector; survey participants; value of Q3 development platforms that DO has better insight for statistics assist DO in marketing data received. Q4 as they arise. marketing initiatives. initiatives and tracking.

2021 Destination Osoyoos Marketing Budget

2021 DO Marketing Budget NOTES Media Advertising and Production $68,500 BackRoads Map Book $2,000 RVRAC Guide $1,800 Wine Trails $3,000 Increased for 2021 New Winter Initiative $2,000 NEW for 2021 The Senior Paper $1,200 Western Producer $3,000 AB Weekly Newspapers $1,100 Castanet $5,000 Icicle Broadcasting $1,500 BC Golf $2,500 Global TV $30,000 Mobile Application $11,000 NEW for 2021 Lure Piece for Mobile Application $1,000 NEW for 2021 Miscellaneous $3,400 NEW for 2021 Creative $5,000 Creative $5,000 Social Media and Digital $18,000 Google Search and Display Advertising $12,000 Increased for 2021 Social Media Advertising $3,500 Digital Creative $2,500 NEW for 2021 Collateral Production and Distribution $3,000 Giveaways/Swag $1,500 Decreased for 2021 Branded Collateral $500 Contest Giveaways $1,000 NEW for 2021 Public Relations $15,000 PR Fee for Service $15,000 Decreased for 2021 Travel Media Relations $17,000 Fams/Media Visits $6,500 Decreased for 2021 Vancouver Media Event $1,500 Calgary Media Event $1,500 Travel $2,500 Project Coordination $5,000 NEW for 2021 Travel Trade $3,900

Fams/Travel Trade $500 CITAP Golf Tourney Sponsor $700 Travel for CITAP Golf Tournament $1,000 CITAP Winter Marketplace $700 Travel for CITAP Winter Marketplace $1,000 MICE $6,550 Howard Silver Executive Show $0 (Credit from 2020) Travel for Howard Silver Show* $1,200 Incentive Canada $4,500 MPI Winter Social (Vancouver) $250 Travel MPI Winter Social $600 Research and Development $9,300 STR Report* $1,400 Air DNA $400 Surveys $5,000 NEW for 2021 Miscellaneous $2,500 NEW for 2021 Co-op Tourism Initiatives $25,000 Regional Partnerships $5,000 (Tourism Oliver, Baldy, OOWA) South Okanagan Tourism Alliance $10,000 Stakeholder Benefit Projects $5,000 Destination BC Co-op Initiative - HWY 3 $5,000 Memberships and Subscriptions $5,850 Indigenous Tourism Association of $100 Canada Indigenous Tourism BC $100 CITAP $500 TIABC $850 MPI $500 Email Marketing Service $3,800 Increased for 2021 Digital Asset Development $35,000 Digital Asset Development $15,000 CRM $20,000 NEW for 2021 Total $212,100

*Co-operative/Partnership Opportunity - Partners to offset expense