HAMILTON HALTON BRANT 2014/15 Consumer Marketing Activity & Outcome Highlights Q1 - Q4 (April 1, 2014 – March 31, 2015) in Hamilton Halton Brant 2 OVERALL 2014/2015 MARKETING HIGHLIGHTS 10,916,981 40,884 6,904,000 DIGITAL AD AD PRINT AD ImpRESSIONS CLICK-ThROUghS ImpRESSIONS 29,919 7,379 135,896 1,862 LEADS CREATED FOR NEW coNSUMER VISITS TO LEISURE & TOTAL CLICKS TO paRTNERS & DMOS DATABASE SUBSCRIBERS OUTDOOR WEBSITES paRTNER OFFERS INCREASE OF 52% TOTAL OVER 2013/2014 19,636 DATABASE AT MARch 31, 2015 GROWTH OF 60% OVER 2013/2014 Combined deliverables of the Foundational, Red, White & True, and Nature Unexpected Campaigns 3 Campaign Period: April 2014 – March 2015 4 CAMPAIGN STRATEGY ObJECTIVES PRODUCT FOCUS TARGET MARKETS Increase visitation to Hamilton Primary focus was on the four Aligned with those defined in the Halton Brant, while increasing signature landscapes, including: marketing strategy, incorporating the proportion of overnight Canadian explorers, Family Fun visitors • Grand River Seekers, and Avid Adventurers To build awareness on the • Niagara Escarpment • GTA best in class outdoor product located in Hamilton Halton • Bruce Trail & Waterfalls • Kitchener/Waterloo/Cambridge Brant region • Conservation Areas & • Windsor/London To position authentic Hamilton Shorelines Halton Brant experiences • Near US markets and leverage key demand generators as identifiers for the destination/brand 5 KEY MESSAGES & CREATIVE CONCEPT NATURE UNEXPECTED EXPERIENCE CANADIAN LANDSCAPES IN A WHOLE NEW WAY Calls-to-action included partner offers, suggested trip ideas and itineraries, and database subscription via the Outdoor contest ALL TacTICS DROVE coNSUMERS TO OURTRUENATURE.ca 6 CAMPAIGN AcTIVITY & RESULTS HIGHLIGHTS 7 Unique Canadian adventures are closer than you think. HAMILTON | HALTON | BRANT 2015 COLLATERAL HIKING THE WATERFALL CAPITAL 2014 2015 OF THE WORLD WE’RE HERE ALREADY? A+ ADVENTURES THAT ARE CLOSE TO HOME 2014 OUTDOOR ENTER TO WIN A 2-DAY ESCAPE FOR 4 adventure 14-RTO3-0147 — Outdoor Adventure Guide FINAL—REPRI GUIDE NT.indd 1 DISTRIBUTION DISTRIBUTION IN Q4 15-03-06 2:14 PM Toronto Sportsmen’s Show 75,000 2015 Toronto Sportsmen’s Show 100,000 Outdoor Adventure Show 2015 Outdoor Adventure Show copIES copIES Bruce Trail Conservancy PRINTED PRINTED Mississauga Spirit of the City (BALANCE OF DISTRIBUTION IN FISCAL 2015/2016) Mississauga Life …AND VARIOUS CONSUMER EVENTS 8 PAID MEDIA PRINT MEDIA ACTIVITY 2014 Ontario Parks Guide 2014 Grand River Parks Guide Epoch Times Travel Ontario Magazine (Summer & Fall) OTMPC Best of Ontario Mini-Magazine (FSI) Globe & Mail Explore Ontario Spring & Fall Insert and Travel Section Ads Toronto Star 2014 Summer Guide Mississauga Life Spirit of the City ToTAL CIRCULATION/ ImpRESSIONS 5,886,000 9 PAID MEDIA DIGITAL MEDIA ADVERTISING AcTIVITY 7,035,528 Globe & Mail Website ONLINE AD ImpRESSIONS Ontario Parks Website Publicitas Digital Audience Targeting System Ontario Summer Fun Guide Website Attractions Ontario Website Facebook Advertising Nature Unexpected Offers RESULTS 8,936 CLICK- 0.13% THROUghS CLICK- THROUgh RATE 10 PAID MEDIA DIGITAL MEDIA E-MARKETING AcTIVITY Ontario Parks Email Booking Confirmations OTMPC Co-Branded Eblast OTMPC Local Insider Eblast 1,032,432 RESULTS EmaILS DEPLOYED 13,060 TOTAL CLICKS 5,669 NEW DATABASE SUBSCRIBERS VIA OTmpc/HHB CO-BRANDED E-BLAST 11 E-MARKETING HHB CONSUMER DATABASE AcTIVITY 94,945 TOTAL EmaILS DEPLOYED RESULTS 21,046 2,371 UNIQUE opENS TOTAL CLICKS (21% OPEN RATE) (11.5% CLICK RATE) 416 clicks TO paRTNERS OFFERS ON OURTRUENATURE.ca 12 WEBSITE OURTRUENATURE.CA AcTIVITY New Nature Unexpected Blog launched Implementation of social sharing tools Seasonal content including itineraries, special offers, and seasonal graphics 55 partner listings and 22 average partner offers per quarter RESULTS 33,058 total visits 2:30 minutes average time spent on site 28,255 total unique visits 74.25% new visitors 76,668 total page views 4,484 referrals to 2.5 average page partner sites views per visit 1,510 total clicks to partner offers 13 BLOG AcTIVITY Launch Date: June 16, 2014 Total number of blog posts: 40 POSTS RESULTS 5,716 TOTAL pagE 1:27 VIEWS MINUTES AVERagE TIME SPENT ON pagE 14 DATABASE AcqUISITION OUR TRUE NATURE CONTEST AUTUMN WATERFRONT CYCLING CONTEST AcTIVITY AcTIVITY Contest active: March 1 – October 31, 2014 Contest active: May 12 – August 15, 2014 Development of three outdoor adventure Development of three outdoor adventure getaway getaway packages used as primary packages used as primary call-to-action in Vélo call-to-action in outdoor tactics Québec Grand Tour tactics RESULTS RESULTS 7,871 108 NEW DATABASE NEW DATABASE SUBSCRIBERS SUBSCRIBERS 15 MEDIA RELATIONS AcTIVITY Developed and deployed outdoor focused media release, developed Nature Unexpected media kit, and pitched story ideas and familiarization trip opportunities to outdoor writers RESULTS AUDIENCE REACH 8 PER PUBLICATION STORIES 1,500-25,000 PUBLISHED 6,089 moNTHLY WORDS pagE VIEWS PUBLISHED 6 participating partners: Grand Experiences One Axe Pursuits Grand River Rafting Rattlesnake Point Kelso Conservation Area Royal Botanical Gardens 16 Foundational Campaign Period: April 2014 – March 2015 Red, White & True Campaign Period: in Hamilton Halton Brant May 2014 – October 2014 17 CAMPAIGN STRATEGY ObJECTIVES Increase visitation to the Heart of Ontario, while TARGET MARKETS increasing the proportion of overnight visitors Aligned with those defined in the marketing Build awareness on the best in class leisure and strategy, incorporating Canadian explorers, Canadian heritage product located in Hamilton Halton Family Fun Seekers, and Arts & Culture Seekers Brant region • GTA • Windsor/London Position authentic Hamilton Halton Brant experiences and leverage key demand generators as identifiers for • Kitchener/Waterloo/ • near US markets the destination/brand Cambridge PRODUCT FOCUS PRODUCT FOCUS FOUNDATIONAL MARKETING CAMPAIGN RED, WhITE & TRUE CAMPAIGN Primary focus was to provide communication to Primary focus was on five product categories to consumers on an ongoing basis on key activities: appeal to New Canadians and families, including: • Top Attractions • First Nations Culture • Canadian Innovation e.g. African Lion Safari, Royal Botanical Gardens, etc. and Heritage and Transportation • Canadian Military • Canadian Sport • Top Events Heritage and Outdoor e.g. FEO Top 100 List, select Arts & Performing Arts events Adventure • Canada’s Founding and leveraging product featured in other two campaigns Families 18 KEY MESSAGES & CREATIVE CONCEPT FOUNDATIONAL MARKETING FIND YOUR WAY TO THE HEART OF ONTARIO Calls-to-action included partner offers, suggested trip ideas ALL TacTICS and itineraries, and database DROVE coNSUMERS TO subscription via contesting THEHEARTOFONTARIO.com RED, WhITE & TRUE CAMPAIGN CANADIAN HISTORY COMES TO LIFE IN HAMILTON HALTON BRANT Calls-to-action included purchasing partner offers found in the Canadian Heritage Passport and through the website, accessing trip ideas and itineraries, and opting in to the database via contesting 19 CAMPAIGN AcTIVITY & RESULTS HIGHLIGHTS 20 2014 PASSPORT TO SAVINGS FREE! a $400 VALUE COLLATERAL in Hamilton Halton Brant CANADIAN HERITAGE PASSPORT AcTIVITY DISTRIBUTION ! DMOs OTICs Canadian history comes to life in Hamilton Halton Brant Hotels 75,000 Heritage Partners Consumer Events copIES Canadian Immigrant Magazine Mississauga Life Rack Distribution RESULTS 1000+ coUpoN * * provided by 15 of 16 REDEmpTIONS participating partners VS. 700 IN Visit theheartofontario.com 2013/2014 to start planning your getaway! 21 PAID MEDIA C e l e b r a t e what makes great PRINT MEDIA ACTIVITY Toronto Star 2014 Summer Guide FEO Guide 2014 at Hamilton Halton Brant’s Epoch Times Chinese Newspaper festivals and special events FEO Guide 2015 This summer, celebrate the stories of Canada in Hamilton Halton Brant. Glowing ToTAL hearts are guaranteed whether you’re saluting our country’s proud military history, grooving to great Canadian music or sharing •the Hamilton pride of Sky rich Fest, Aboriginal June 20th heritage. - 21st CIRCULATION/ • RBC Canadian Open, July 20th - 26th • Canadian International Military Tattoo, ImpRESSIONS May 30th - 31st • Grand River Champion of Champions Pow Wow, July 25th - 26th • Re-enactment of the Battle of Stoney Creek, June 5th - 7th • Supercrawl, September 10th - 13th 1,018,000 • Sound of Music Festival, June 13th - 14th, 18th - 21st CHEER ON OUR NEXT GENERATION OF ELITE ATHLETES AT PAN AM GAMES TRACK CYCLING AND SOCCER EVENTS. JOIN IN ALL THE PAN AM FUN AT THE HAMILTON KICKS IT UP FESTIVITIES. For a complete listing of Hamilton Halton Brant’s festivals and special events and to enter our contest, visit: theheartofontario.com 22 PAID MEDIA DIGITAL MEDIA ADVERTISING AcTIVITY Publicitas Digital Audience Targeting System Facebook Advertising Ontario Summer Fun Guide Website Attractions Ontario Website NOW Toronto Website Takeover 3,881,453 ONLINE AD ImpRESSIONS RESULTS 0.40% 15,397 CLICK- CLICK- THROUgh RATE THROUghS 23 PAID MEDIA DIGITAL MEDIA E-MARKETING AcTIVITY OTMPC Best of Ontario Eblast OTMPC Holiday Eblast Attractions Ontario eNewsletters 525,287 NOW Toronto eNewsletters EmaILS DEPLOYED RESULTS 3,491 TOTAL CLICKS 24 PAID MEDIA BROADCAST AcTIVITY Chris Robinson Radio Show 2,217,000 118,000 LISTENER ImpRESSIONS LISTENERS PRODUCT FOCUS Red, White & True, Foundational and Nature Unexpected 25 E-MARKETING HHB CONSUMER DATABASE AcTIVITY 6 FOUNDATIONAL 2 E-BLASTS 120,086 RED, WHITE & TOTAL EmaILS TRUE E-BLASTS DEPLOYED