MARKETING
PLAN
2
EXECUTIVE MESSAGE
What an incredible year for tourism! From conventions and competitions to leisure and business travel, 2014
raised the profile of our region to new heights.
Led by Tourism Windsor Essex Pelee Island (TWEPI), our industry’s numerous stakeholders continued to work together to make our region a must-visit destination. Windsor Essex led Ontario’s Southwest with an increase in hotel
occupancy by 14% and RevPAR (Revenue Per Available
Room) by 15% in 2014.
Building on past successes, we shined brightly on the international stage during the 2014 FINA Diving
World Series in May, which was broadcast to a viewing
audience of nearly 400 million. The momentum continued as we played host to several other major events, including the 2014 Ontario Summer Games,
Ontario 55+ Summer Games, and the African
American Travel Conference.
We’re proud to report that our region’s many tourism achievements did not go unnoticed as Windsor Essex was honoured with numerous industry awards and recognition throughout 2014.
These accolades include:
• Winner of the 2014 Ontario Tourism Awards of Excellence “Tourism Event of the Year” for the 2013 International Children’s Games
• Winner of the Canadian Sport Tourism Alliance (CSTA) 2014 PRESTIGE Awards “CSTA Sport Tourism
Champion of the Year Award” awarded to former
Mayor Eddie Francis
• Finalist for the 2014 Marketing Awards of Excellence
“Tourism Marketing Partnership Award”, presented
by the Ontario Tourism Marketing Partnership Corporation (OTMPC) for the Henry Ford 150th Birthday Anniversary Driving Tours
• Winner of the 2014 Festivals and Events (FEO) Achievement Awards “Best Youth Initiative” for the 2013 International Children’s Games
Also in 2014, our organization’s next evolution of a five-year business plan was approved, helping to establish a strong foundation for our tourism industry’s continued success and growth. Operationally, we worked closely with key industry stakeholders to launch a new culinary strategy, positioning our region as a
world-class dining destination. Equally important,
we implemented a complete redesign of the TWEPI
website, providing a more engaging user experience
and incorporating more promotional messaging. Together, we have achieved great momentum, which will only strengthen us as we move forward by working as a united tourism industry.
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Connect with us!
This year we share the TWEPI Marketing Plan, which is a living document, that includes our marketing strategies and tactics for the year. Please take a look through this strategy, as well as our calendar of events, to see how you can be involved with us and increase your own business. Here are a few ways you can make the most of your TWEPI partnership:• Get involved with familiarization tours and consumer shows by contacting Lynnette Bain at [email protected].
• Advertise in our annual Visitor Guide set for distribution in early May. Contact Kris Racine at [email protected].
• Go to visitwindsoressex.com and upload your events and deals. These will be featured on our social media channels, in our newsletters and e-blasts. To learn more, contact Elaine Sia at [email protected]
• Also sign up to receive our e-newsletter and events eblast.
Join in our conversation.
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Gordon Orr
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WHO WE ARE
Tourism Windsor Essex Pelee Island is the official Destination Marketing Organization (DMO) for the regional tourism industry. We are a not-for-profit organization that is dedicated to promoting and selling Windsor, Essex and Pelee Island as a remarkable destination for tourist, sport organizers, convention goers and business travelers.
OUR MISSION
Tourism Windsor Essex Pelee Island will enhance the image and economy of the region by providing excellent tourism services. Through partnerships, we will develop, market and promote our destination in cooperation within a united tourism industry.
OUR MANDATE
The core functions of Tourism Windsor Essex Pelee Island in building a united tourism industry are:
• Marketing and Communications • Visitor Services
• Research and Product Development • Event Business Development
OUR VISION
Having Windsor Essex Pelee Island become a top-of-mind destination in Ontario by capitalizing on our regional assets and by presenting authentic experiences.
BOARD OF DIRECTORS
* as of February 6, 2015Mayor Drew Dilkens | City of Windsor
Warden Tom Bain | County of Essex
Mayor Rick Masse | Township of Pelee
Mayor Nelson Santos | Town of Kingsville
Mayor John Paterson | Municipality of Leamington
Councillor Irek Kusmierczyk | City of Windsor
Councillor Rino Bortolin | City of Windsor
ChIEF ExECuTIvE OFFICER
- Gordon Orr
vICE PRESIDENT TOuRISM PROGRAMS & DEvELOPMENT
- Lynnette Bain
DIRECTOR MARKETING & SPECIAL EvENTS
- Kris Racine
MANAGER OF CONTENT MARKETING
- Elaine Sia
MANAGER OF PRODuCT DEvELOPMENT
- Lionel Kernerman
MANAGER OF GROuP PROGRAMS
- Jason Toner
MANAGER OF TOuRISM PROGRAMS
- William Alexander
OFFICE MANAGER
- Chris Laforet
ExECuTIvE ASSISTANT
- Marg Siddall
VISITOR SERVICES TEAM
RECEPTIONIST
- Laney McVeity
vISITOR INFORMATION SPECIALISTS
- Lilly Senko, Salina Laroque, Stacey MacDonald, Bianca Florio
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TARGET AUDIENCES
Highlighting our region’s key assets and attractions, TWEPI will focus its efforts and resources on marketing the region as a premiere year-round destination for leisure travellers, group travel and the growing area of sports tourism.
Leisure Travel
Building upon previous marketing efforts, TWEPI will continue to position our region as a top leisure visitor destination in Southwestern Ontario. While our plan will have year-round elements, marketing emphasis will be placed on travel activities that occur during TWEPI’s “value season.” Knowing that leisure travellers are looking for memorable and distinctive experiences, TWEPI will focus on our region’s key trip motivators:
Target Market: Canadians and Americans within a 400 kilometre radius. Focus on Southern Ontario, West of Kitchener-Waterloo, Michigan and Ohio. People continue to take shorter and more frequent trips, and these short haul feeder markets will continue to be our focus. Our trip motivators - outdoor adventure, wine & culinary, entertainment and arts & culture - draw significant annual visitation to the region annually. Additionally, friends and relatives of local residents will continue to play an important role. For tourism to flourish in our region there must be both visitors and hosts and our local residents should be our strongest ambassadors.
Group Travel
Our region means business when it comes to attracting meetings, conventions and group travel. We offer ample state-of-the-art meeting spaces, efficient transportation and infrastructure, world-class entertainment and dining options, and affordable accommodations. Our scenic coastal location further adds to the appeal of our region. Capitalizing on all that we have to offer, TWEPI is committed to fully supporting our group travel stakeholders through resources like travel information centres, participation in tradeshows and building relationships with event planners. Target Market: We will aid associations, organizations and meeting planners throughout Ontario and Canada. We will continue to utlize our relationships with various Group Travel Associations like OMCA, CSAE and Local Associations.
Sport Tourism
Our goal will be to position this region as a Sports Event Hub. TWEPI will work to market and promote Windsor Essex as the premiere location for sporting events in southwestern Ontario, with the largest range of venues for events and competitions, whether they be regional, provincial, national or even international. TWEPI will actively bring forward opportunities in this area by continuing to make bids for events, meets and competitions.
In light of recent successes such as the 2013 International Children’s Games, 2014 FINA/ NvC Diving World Series, 2014 Ontario Summer Games, 2014 Ontario 55+ Summer Games, and the upcoming 2016 Canadian Adult Recreational hockey Association (CARhA) World Cup, the FINA 25m World Championships and various national, provincial and regional swim meets, Windsor Essex is on a winning streak and TWEPI will build on this momentum. Target Market: We will serve regional, provincial, national and international sport associations. We will reach out to Sport event organizers and leverage the assistance of visitors from outside the region attending sporting events and/or tournaments.
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Outdoor Adventure
• Two Wheeled Adventures
(Cycling & Motorcycling)
• Waterfront
Wine & Culinary
• Culinary
• Barrels, Bottles & Brews
Entertainment
• Gaming & Events
• Shopping
Arts & Culture
• Cultural Districts Enhancement
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Connected Explorers
These are couples under 40, with or without children. They are confident, optimistic and open-minded, with a deep need to travel and be exposed to new experiences. Travel for them is about expanding their horizons, and they enjoy a fully packed schedule of activities. They use technology extensively for researching, booking, planning, and sharing their travel experiences.
Mellow Vacationers
These are mainly couples over 40, vacationing without children (with a skew towards the 55+ age bracket). They are fairly low-key people looking for a home away home where they can feel comfortable, relax, and just get away from it all. Travelling is also often a chance to visit with family and friends.
Nature Lovers
Typically comprised of families, these travellers have a passion for the great outdoors. Travel for them is all about exploring new and undiscovered places off the beaten path. With its awe-inspiring nature, Ontario is the perfect place for this
segment. These travellers are happy with the basics – camping in a tent, spending time as a family, and taking in all the beauty around them.
Aces
This segment skews towards older couples, but also includes younger people. They love gaming and gambling, and crave the excitement and energy of casino resorts. For this group, casino resorts offer the ultimate combination of entertainment, fun, escape and indulgence.
Youthful Socializers
These are youth and student travelers, primarily young single women aged 18-34 with below-average income and travel budgets. Luxury isn’t a priority but excitement and fun is, with 26% desiring nightclubs/entertainment and making great memories they can share together. For this group, travel is about having fun, socializing, and feeling connected with close friends.
Outgoing Mature Couples
This segment consists of older retired couples aged 55+ with below average income. Travel for them is first and foremost an opportunity to enjoy the company of others. They love socializing with fellow travelers, as well as locals, and making new connections. Travel isn’t about adventure or exploration of new cultures, but rather meeting new people and feeling vital.
Up & Coming Explorers
This group is comprised of young families with kids, primarily from the US. They are a diverse market: 45% are visible minorities and 40% are immigrants. Emerging into a new life phase, they seek fresh experiences like travel, enabling them to learn and explore as a family. While adventurous and energetic, their travel experiences often start with nearby tourist attractions.
Sports Lovers
These are diehard sports fans, primarily men, between 35-54. Whether it’s attending a major league game or just playing a round of golf, sports are central to their travel plans. They tend to see themselves as more active than the typical traveller, yet in reality they are looking for as much, if not more, rest and relaxation after a day of playing hard.
MARKET RESEARCH
ONTARIO CONSUMER SEGMENTS
Windsor Essex Areas Of Focus04
Connected Explorers Mellow Vacationers Nature Lovers Aces Youthful Socializers Outgoing Mature Couples Up & Coming Explorers Sport Lovers 30% 20% 20% 10% 5% 5% 5% 5%6
REGIONAL TRENDS
As the need for travel to Windsor Essex grows, exceptional products and experiences will be sought by travellers located in and around Ontario and surrounding areas.
Many Destinations – TWEPI competes with numerous other regional destinations throughout Ontario, Michigan and Ohio, and throughout Canada.
Increased Demand – Our region is not
dependent on just one type of traveller. Windsor Essex Pelee Island is a region that appeals to all demographics, including young active couples, vacationing families, sports fans and older baby boomers. With our diverse range of offerings, TWEPI is ideally positioned to attract and accommodate them all.
Economic Recovery – The North American economic situation is continually improving, giving people more consumer confidence yet still keeping them budget conscious. Our region offers a diverse, convenient getaway at an affordable cost, giving visitors more ‘bang for their buck’.
Growing Technology Use – With a multitude of online travel resources, consumers have been empowered like never before to make informed choices, plans and purchases. TWEPI is committed to being on the cutting-edge of technology use and applications to gain more awareness and consideration among potential visitors.
Weaker Canadian dollar –The rebounding U.S. economy has led to a weaker Canadian dollar. This currency difference in America’s favour will help make our region even more attractive to U.S. travellers.
Passports – More Americans have passports than ever before – 1 in 3 (over 117 million people).
(Source: U.S. State Department).
OPPORTUNITIES
With a diverse array of attractions and experiences, ideal geographic location and strong infrastructure, our region offers many opportunities we can take advantage of.
Diverse Experiences and Tourism Products – From two wheeled adventures and weekend getaways to culinary and cultural districts, our region truly is a desired destination. With such an incredible spectrum of tourism experiences, we are perfectly positioned to appeal to and attract a wide range of visitors.
Improving Air Access – Windsor Essex enjoys exceptional air access. Windsor International Airport is a convenient hub providing domestic daily flights through West Jet (seasonal), Porter and Air Canada Jazz.
Two-Nation Destination – As Canada’s most southern region bordering the U.S., TWEPI opens up even more possibilities and potential for visitors as a “Two-Nation Destination”. Travelers to our region can easily access the many world-class sporting, gaming, and entertainment options including the Henry Ford Driving Tours, Cobo Hall and Prohibition Trail in the Detroit area.
Enhanced Infrastructure – Major investments made by the city and county to further enhance our waterfront cycling/walking trails and pathways, enabling us to better appeal to visitors seeking more outdoor recreational experiences. Similarly, the new Windsor International Aquatic and Training Centre and Adventure Bay Family Water Park opens up several new sport tourism opportunities.
More Travellers – Ontarians, our key target market, continue to show a strong preference for travelling within the province. The border markets within Michigan and Ohio also continue to favor nearby destinations. With millions of people within a four-hour driving range, we are ideally positioned to attract many more visitors.
CHALLENGES
While TWEPI’s tourism sector has several strengths, there are a number of considerations and challenges that influenced this Strategy.
Increasing competition – With many other destinations working harder to attract travellers, TWEPI’s opportunity to compete gets more challenging especially with Brand USA and Pure Michigan campaigns investing millions to target their domestic travellers.
Border security and visa procedures – Security requirements have increased processing times at border entry points, leading to delays for visitors.
Unification – As a regional industry, we need to present ourselves as one unified brand to potential visitors. While we have developed a clear and engaging positioning, the lack of buy-in and cooperation among all stakeholders can impede the unity of our industry.
Gas and Food – A fluctuation in gasoline and food prices has resulted in changes in less disposable income for leisurely pursuits such as travel.
County Transportation – Lack of countywide public transportation to shuttle visitors throughout the entire region.
The Canadian Tourism Commission (CTC) – Decreased spending in the U.S. leisure activities market while its counterpart, Brand USA, has significantly increased its spend to lure the Canadian market.
Social Media & Tech Savvy –Google, Yelp, social sharing, ubiquitous wi-fi and iPads decrease visitation to bricks-and-mortar tourism information centres.
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MARKETING PRIORITIES
MAPPING OUT SUCCESS
In maintaining and developing our region’s tourism growth, TWEPI will capitalize on the four primary drivers of Two Wheeled Adventures, Culinary, Gaming and Events and Cultural Districts Enhancement as well as Group Travel and Sports Tourism through the following strategic objectives:Delivering consistent and compelling regional brand messaging
• Convey our unique and diverse urban and rural attributes in an engaging and memorable way that will connect with prospective visitors and motivate them to put our region at the top of their consideration list.
Maximize the efficiency and effectiveness of all marketing investments and initiatives
• Develop and implement a digital strategy, including the redesigned TWEPI website to better accommodate online promotional messaging and stakeholder offerings
• Strengthen and leverage strategic partnerships and investments across all channels
• Maximize proactivity alone or in partnership with community organizations, in actually selling Windsor Essex as a place for sport tourism events or meetings and conferences.
Create advocates for the TWEPI brand and the experiences our region offers
• Market to communities located within a four-hour driving radius, such as London, Kitchener/Waterloo, Hamilton, Sarnia, Detroit, Grand Rapids, Saginaw, Lansing, Toledo, Columbus and Cleveland
• Market our region and build memorable experiences among Visiting Friends and Relatives (VFRs)
• Work closely and collaboratively with industry stakeholders to promote and support their initiatives
Engage stakeholders to build a stronger partnership
• Collaborate with industry members to develop relevant and desirable market-driven and market-ready products, promotions and experiences.
• Invest in and help support community tours, programs, and initiatives that are relevant to the industry
• Communicate opportunities to industry members regarding marketing initiatives and programs
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Focused on strengthening
to build partnerships with:
TWEPI will align with its partners and work collectively to collaborate on projects of similar interest. OTMPC’s and SWOTC’s strategic market sectors in some cases mirror ours, therefore TWEPI will continue to work with OTMPC and SWOTC and its partners in Ontario’s Southwest to capitalize on all shared experiences.
Key among our marketing efforts is the cross-promotion and positioning of our border region as a “Two-Nation Vacation Destination”, offering visitors an expanded range of attractions, activities and experiences. Going forward, we will further seek to build on this unique positioning by closely communicating with our American partners and stakeholders.
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MARKETING STRATEGIES
LEISURE TRAVEL
We will utilize a wide spectrum of traditional and digital communications to market our region. Key strategic elements for 2015 will include:
Official Visitor Guide - Our comprehensive Visitor Guide remains our priority marketing piece for the region. Our new Visitor Guide will be ready for distribution and circulation in early May 2015 with an enhanced digital version to follow.
Advertising campaigns - Targeted marketing will occur through print, online and social media channels with a focus on brand and drivers.
Cooperative Partnerships - Form alliances with industry stakeholders through joint marketing programs and trade/consumer show participation.
Website - Due to the increase in online advertising, in 2014 we redesigned our website to provide a more engaging user experience including mobile, more promotional and retail messaging. In 2015 our goal is to add mapping capabilities and an itinerary builder.
Familiarization Tours - Gain favourable recognition by hosting travel writers to acquaint them with the diverse array of attractions and experiences our region has to offer.
Collateral Materials - Develop necessary communication materials to help support all programs and product offerings (for example: Prohibition Trail Brochure and the Wine Route Map to name a couple.)
E-newsletters - We will continue to communicate on a monthly basis through newsletters to our external database of followers who have shown interest in Windsor Essex Pelee Island through consumer shows, contests and advertising efforts.
GROUP TRAVEL
Conventions, conferences and meetings have been a major driver of growth for our region’s industry. TWEPI will continue to aggressively pursue all group travel opportunities by promoting this region to key decision makers, event planners and tour operators, through elements including:
Memberships - We will continue to hold a membership with the CSAE and the Ontario Motor Coach Association (OMCA), which includes Ontario-based tour operators , Associated Executives, and some from NY, Michigan and Ohio.
Trade Shows - We will attend numerous high-profile trade events year-round, including the CSAE Trillium Chapter Summer Summit, Ignite Magazine’s Business Expo, and the Meetings and Incentive Travel Incentive Works trade show.
Collateral Materials - Develop various communication materials to be distributed at trade shows.
Advertising campaigns - Targeted marketing campaigns will occur through online and social media channels.
Familiarization Tours - Gain favourable recognition by hosting travel writers to acquaint them with the diverse array of attractions and experiences our region has to offer.
Support services and resources - We provide visitor services support to conferences and organizations that have selected Windsor Essex, helping to ensure events are flawless and successful.
Cooperative Partnerships - Form alliances with industry stakeholders through joint marketing programs and trade/consumer show participation.
SPORT TOURISM
Never before in our region’s history has sport tourism been so vibrant and strong. Building on the successes of 2014 – most notably the triumphant
Ontario Summer and 55+ Games and celebrating
one year of the Windsor International Aquatic and
Training Centre – TWEPI will further strengthen our
region’s positioning as a top sport tourism destina-tion through elements including:
Memberships - TWEPI will continue to hold a membership with the Canadian Sport Tourism Alliance.
Trade Shows - Presence at the 2015 CSTA (Canadian Sport Tourism Alliance) Conference in Toronto (March 30-April 1) in conjunction with city and county partners to promote our region to event rights holders across the country.
Social Media - Consistent use of Twitter and Facebook to promote the sporting events in our region.
Support services and resources - We provide visitor services support to sporting events that have selected Windsor Essex as their host destination.
Collateral Materials - Work with Sport and hotel partners on the development of a sport destination lure brochure that will be included in Adrenalin Magazine – a sports specific magazine.
Bids - Work with partners and source events for consideration
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CREATIVE
2015 CAMPAIGN
TWEPI offers countless experiences for every type of traveller. This wide range would allow for a unique effect creative campaign.
This year’s campaign will focus on the “reasons” why someone would visit this region. Through experiences we will capture our audience with relevant and entertaining features. All ads will cross-pollinate with the identified consumer market segments to create one brand experience.
To make the experiences more authentic, the story telling will be written from the viewpoint of the tourist.
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Sample Ads.
visitwindsoressex.com | 1-800-265-3633
From slots to table games, the center of action and fun is Caesars Windsor, the largest casino resort in Canada! Pair that with big-name concerts and legendary performances at Caesars’ Colosseum and a great time is a sure bet! Strap on your helmet and discover our
sprawling network of cycling trails. Pedal along the scenic Lake Erie Waterfront Trail, take a leisurely winery tour, explore significant historical and cultural landmarks, or simply ride and enjoy the journey.
Situated along the same latitude as Northern California, our region is ideal for grape growing and winemaking. Taste for yourself by sampling the award-winning reds, whites and ice wines from our nearly 20 regional wineries. Reason Reason main red PMS 1795C C0 M96 Y90 K2
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Dating back to the late 1800s, this historic neighborhood is a testament to the enduring legacy of Hiram Walker. Relive the colorful days of Prohibition with a guided tour and whiskey tasting at the internationally renowned Canadian Club Brand Centre.
Reason # Reason# # # # Reason # Reason
21st Annual Vintage Tasting – Aug. 9 Carrousel of the Nations – June 20-22 & 28-30 Kingsville Folk Festival – Aug. 7-9 Shores of Erie Wine Festival – Sept. 10-13 3rd Annual Lavender Fest – July 6 Woofa-Roo Pet Fest – Aug. 8-9
visitwindsoressex.com
1-800-265-3633
main red PMS 1795C
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white WHITE C0 M0 Y0 K0 black BLACK C100 M100 Y100 K100 | | | 3rd Ann ual Lavender F est # Reason # Reason #Reason #Reason 21st Annual Vintage Tasting Carro usel of th e Nat ions Villa ge visitwindsoressex.com | 1-800-265-3633 main red PMS 1795C C0 M96 Y90 K2
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More than 370 species of birds have been sighted here, making this one of the premiere bird-watching locations in North America. The lush Carolinian Forest provides a breeding habitat for species that are rarely found anywhere else in Canada. For a special birding treat, don’t miss the Festival of Birds, May 1 – 18, 2015.
#Reason
Our region provides safe sanctuary for numerous at-risk species, such as the Cerulean Warbler. Nationally endangered, this vibrant blue migratory warbler can be spotted high in the treetops of our lush Carolinian Forests.
Reason
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WEBSITE REDESIGN
visitwindsoressex.comLaunched in summer 2014, our completely redesigned site is now more user-friendly, engaging and powerful than ever. Featuring a bold and dynamic new layout, the site makes it quicker and easier to navigate and search for any desired interest. An array of graphic homepage tiles provides visitors direct access to exactly what they’re seeking, while main clus-ter tiles link to overviews of our four main tourism drivers. In addition, the site’s new Event Calendar makes it as simple as one click to see what’s happening in our region on any given date.
The results speak for themselves. Since deployed, the site has attracted more new visitors and compelled them to spend more time on the site per each visit, thereby communicating more of our tourism offerings, experiences,
and products.
Looking ahead, the site will become even more robust, with deeper content, additional features and functions, and new opportunities for all regional tourism stakeholders.
2:28
AVG PG TIME
3.42
PG
PER
SESSION
RETURNING VISITORS21.9%
NEW
VISITORS
78.1%
214,176
PG VIEWS
AVG 8166
MONTHLY
VISITORS
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MARKETING BUDGET
ALLOCATION
08
Advertising Collateral Materials Communications Promotion & Signage Event Attraction Product Development/Programming Creative Services 35.3% 21.5% 4.4% 4.1% 15.4% 11.4% 7.9%12
MEDIA STRATEGY
ONTARIO
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Adrenaline Magazine
The fastest growing sector of the tourism industry - Sport tourism is growing at a rate of 8.8% Circulation/Distribution: Reaching 15,000 sport tourism influencers and decision makers. Target: Sport Lovers
Google Advertising
Year long geo-targeted digital ad campaign within a 300km radius.
FEO Guide
With a readership of over 500,000 this guide covers events and attractions thoughout Ontario.
Wine Country Ontario
2015 TRAVEL GUIDE
Will be distributed through the LCBO in their Food & Drink publication. Total Circulation: 750,000
Target Audience: Wine lovers throughout Ontario
Television
:30 T.V spot featuring out region.
Would air in London and Kitchener/Waterloo area. Target: All domestic markets
Ontario Tourism Marketing Partnership Corporation
Leveraging partnership to maximize media strength in print, broadcast and digital for greater efficiency and effectiveness. Target : Domestic/Ontario radio station in Windsor Essex
#
1
Travel ReportA weekly report focusing on events and attractions throughout the region Target: Local
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MICHIGAN/OHIO
hour Magazine
and Online
A city magazine metro Detroiters rely on for dynamic, award-winning coverage of people and places, as well as their source for enjoying the finer things in the region.
Distribution: 50,000
Website: 90,000 - unique visitors
visit Detroit
Found in hundreds of hotels and restaurants in the Detroit area, this publication delights and informs travellers about the things to do. Distribution: 450,000
Lake Erie Living,
Long Weekends and
Ohio Magazine
With a combined distribution close to 100,000, these publications target affluent travellers who love to discover the Lake Erie region.
Google Advertising
Year long geo-targeted digital ad campaign within a 300km radius.
Wine Buzz Magazine
Delivered to five hundred locations throughout Ohio where people eat + drink or buy food & wine. Distribution: 36,000
Click-On-Detroit
Advertising banners and tiles will rotate throughout ClickOnDetroit.com and will be focused in specific areas to maximise target reach.
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DIGITAL STRATEGY
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DIGITAL
STRATEGY
FOCUS
On performance to drive traffic
DEFINE
visual content strategy
across all channels
OPTIMIZE
Search Engine Marketing (SEM)
most effective channel to drive traffic
BUILD
Consumer Database with trip
planner registrations and contests
REFINE
Consumer email as a drive to web
utilizing well-timed retail messaging and aligning with brand themes
EXPAND
Social Media reach and engagement
IMPLEMENT
Lead Generation mechanism to capture
audience data; Evergreen content to increase organic traffic; Increasing stakeholder
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PARTNERSHIP OPPORTUNITIES
11
We are proud to offer a wide variety of engaging marketing opportunities for our valued stakeholders.Consumer Shows
Cycling
- North American Bike Week Expo, March 28, 2015 Golf
- London Golf Show, Feb, 13-14, 2016 - Toronto Golf Show, Feb, 19-21, 2016 Wine and Food
- Waterloo Food & Drink, April 24-26, 2015 - Sarnia Fusion, November 13-14, 2015 - London Food & Wine, January 14-16, 2016
Engagement
- Ontario Travel Information Centre’s Tourism Week June 2, 2015
- Devonshire Mall Tourism Expo, Spring, 2015 - Pelee Island Familiarization Tour, May/June, 2015 - Golf Outing, Sept 21, 2015 (Roseland Golf & Curling Club) - Holiday Social, Dec 2015 (Canadian Club Brand Centre)
For more information contact:
Visitor Guide (early May) - Participation due: March 20, 2015 For more information contact:
Wine Route Map (early June) - Participation due: April 30, 2015 For more information contact:
Website
- Listing - Packages - Event Listings For more information contact:
Social Media & E-blasts
- Event listings - Post Shares - Contests - Photos & Things W.E. Like
For more information contact:
Tourism Information Centres
- Brochure display - Coupons - Contests For more information contact:
Stakeholder Workshops
- Culinary - April 2015
- Customer Service Training - May 2015
- Webinars offered through partner organizations; - Ontario’s Southwest
- Ontario Culinary Tourism Alliance - Birding Market Readiness - April, 2015 For more information contact:
Stakeholder Working Groups
- Culinary Steering Committee
- Wineries - Essex Pelee Island Coast Winegrowers Association - Arts & Culture
- B&B - Canada South Bed & Breakfast Association For more information contact:
- Cycling Partners Working Group - Hotel Partners
- Sports & Recreation – Municipal Partners For more information contact:
Group Services - TWEPI provides the following visitor services to large groups:
- Spousal/Partner Programming and Tours - Dine Arounds
- Educational Tours
For more information contact:
333 Riverside Drive West, Suite 103 Windsor, Ontario N9A 7C5 [email protected] visitwindsoressex.com Phone: 519.255.6530 Toll Free: 1.800.265.3633 Fax: 519.255.6192 main red PMS 1795C C0 M96 Y90 K2
YOUTUBE LOGO SPECS
stacked logo (for sharing only) standard
no gradients
watermark
stacked logo (for sharing only)
white WHITE C0 M0 Y0 K0 black BLACK C100 M100 Y100 K100