TBC Sport FishingMarketing Support

BCFROA AGMNovember 16, 2012

Kamloops, BC

Tourism BC Update

• Ministry of Jobs, Tourism & Skills Training (JTST) formerly JTI

• Role & Mandate remain unchanged• Minister: Honorable Pat Bell• Hiring Freeze Impacts• Program Impacts

PDMO: “Destination BC”

• Transition April 1, 2013• Crown Corporation• Formula-Funded• Industry-Led– 9 person board of directors– 18 person marketing advisory committee• (3 representatives from each tourism region)

TBC Divisions

Tourism Marketing

Tourism Partnerships

Research & Evaluation

Strategy & Policy

Industry Relations

North America

Overseas

E-Marketing

Regions

Visitor Services

Communities & Sport Tourism

Sectors Aboriginal Partnerships

World Host

BC Magazine

Product Management

BC Tourism Strategy“Gaining The Edge”

• Five Year Tourism Strategy: 2012-2016– Increase Visitor Volume– Increase Visitor Revenue– Increase Employment– Achieve Revenue Target of $18 B by 2016

• Goals to be achieved through action in 4 areas1. Leadership through partnership & Coordination2. Focused marketing3. World Class visitor experience4. Remove barriers to growth

BC’s Product Focus

• Touring Vacations• City Experiences• Outdoor Adventure/Eco-Tourism• Aboriginal Tourism• Conventions & Meetings• Downhill Skiing/Snowboarding

Note: Regionally important products (i.e. golf, wine, fishing, guest ranch) will be promoted primarily by regional, community and product sector organizations

BC’s Market FocusTop Priority MarketsLead: ProvincialHigh Revenue/High Spend Per Visitor• Ontario• California• UK• Australia• Germany• Japan• South Korea

BC’s Market Focus

Emerging Markets - with Long-Term PotentialLead: Provincial• China• India• Mexico

BC’s Market Focus

Nearby MarketsLead: Regions, Communities and/or Sectors• British Columbia• Alberta• Washington State

North America Consumer Marketing

Consumer Direct activities– Spring Campaign : 100 BC Moments– Electronic Direct Mail– Online (HelloBC.com)– Field Reporter Videos– Media Relations

100 BC Moments

Bay Area Media Coverage FOX TV

Bay Area Media ABC TV

100 BC Moments Web Site

100 BC Moments Web Site

Consumer Database Information

• 37,000 consumers with primary or other interest in Fishing (with or without permission for future contact)

• Where are they from?– US Long Haul – 34%– Canada Long Haul – 24%– British Columbia – 21%– Canada Short Haul – 12% (exc. BC)– US Short Haul – 6%– International – 2%

Fishing-related EDM

• Consumers identify activities of interest on 100 BC Moments web site

• 2,300 identified freshwater fishing as primary interest (between April 15 & Oct 31)

• All 2,300 received this EDM

• Click Discover More....

HelloBC.com

Discover more button takes consumers to fishing page on Hellobc.com

72 pages of editorial content dedicated exclusively to fishing at BC, regional and community levels;

In 2011, Fishing was the fifth most popular “Things To Do” category on HelloBC.com (out of more than 60 categories), receiving more than 184,000 page views.

HelloBC Special Offers Program

Media Relations

• Fresh Story Ideas– Monthly Distribution– 8,000 Media in Canada, USA and Overseas– Fishing featured in January, March & August of

2011, also January, March of 2012• Publication-Ready Stories– Currently preparing fishing story for Spring 2013– 8,000 Media in Canada, USA and Overseas

Media Relations – Visiting Journalist Program

Program Guidelines:

• Promote BC as a travel destination in print, online or broadcast media

• Represent more than one travel/hospitality industry partner• Reflect a confirmed assignment by the journalist and editor• Provide unpaid editorial coverage in our key geographic and

sector/vertical markets and support our key strategies• Represent a publication with a minimum monthly readership of

50,000 (may be higher in some markets• Three weeks advance notice is required• Operator must make an equal investment to TBC in the press trip• TBC primary support is air or ground transportation. Industry

expected to provide accommodation, meals and activities

Marketing Check List

• Connect with Regional DMO and keep them up to date.• Work with your Regional Media Specialists as well as

sending story ideas to our Media Team in Vancouver• Participate in Special Offers Program on Hellobc.

Contact Kathleen Harvey kathleen.harvey@gov.bc.ca (604) 660-6334

• Share unique story ideas with Regional and TBC Media reps. TBC – Carla Mont carla.mont@gov.bc.ca (604) 660-1957

• Support the BCFROA!