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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
About the Discover Leduc Region. #DiscoverLeducRegion is the collective voice of tourism dedicated to promotion of the Leduc Region. The Leduc, Nisku & Wetaskiwin Regional Chamber of Commerce, along with founding partners, The City of Leduc and Leduc County, are committed to supporting locals and visitors alike as they discover the region. The beautiful Leduc Region spans over 2,600 square km and brings together five unique municipalities under a single, united brand: City of Leduc, Leduc County, City of Beaumont, Town of Calmar, and Town of Devon.
400
2600
Municipalities Showcased
Tourism Assets Featured
Square km Covered
Photo: Fred John’s Park, City of Leduc
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#DISCOVERLEDUCREGION
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I am so excited and honoured to be included in the Discover Leduc Region website and social media platforms. It continually connects us with a growing audience giving us exposure to showcase the many things we have to offer. It is professionally managed and in my opinion connects consumers easily with many exciting businesses, and the area as a whole - when one is exploring things to do and tap into, here, in the Leduc Region. Every time I see images and components of my business featured, it is so exciting and a truly surreal personal experience for me. CHANDELL POPIK, UNDER THE SUN STAINED GLASS & GLASS ART STUDIO
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
Looking back at a glance. After launching in 2020, Discover Leduc Region (DLR) in 2021 has grown, not only in assets and municipalities represented, but also in promotional tools, and engagement while promoting regional assets. Including dining, attractions, accomodations, retail, events, agritourism, culture, and much more. Amidst an ongoing pandemic, with constant changes in restrictions, the tourism industry was hit hard. Being more than just marketing - the brand is also committed to supporting regional tourism operators and local business owners of all shapes and sizes by sharing industry resources, events, and programs.
55,000+ WEBSITE Pageviews 34,000+ WEBSITE Visitors 47 BLOG Posts 240,000+ SOCIAL MEDIA Impressions 5,015+ Fans + Followers 1,746,053 Paid Impressions 4 LETTERS OF SUPPORT DRAFTED Assist Tourism Assets in Grants + Contests 2 VIDEOS CREATED Showcasing Tourism Assets FIRST EVER PLAY + STAY CAMPAIGN 8,966 Pageviews 748,620 Social Media Impressions TRAVEL ALBERTA COOPERATIVE MARKETING GRANT CAMPAIGN 15% Average Revenue Increase (amongst partners)
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JULY - OCTOBER
DISCOVER WHAT’S GROWING, COOKING + BREWING IN THE LEDUC REGION The Leduc Region is growing, cooking, brewing and distilling incredible food & drinks, produce + farm-to-table experiences. This campaign showcased 7 regional tourism assets to EXPLORE - THE AGRI-FOOD INDUSTRY EAT - FARM FRESH FOOD & DRINK EXPERIENCE - IT ALL FOR YOURSELF
130,000 Impressions
Google Ads Campaign Landing Page Featuring all 7 Partners Blog Posts on all 7 Partners
8,807 Pageviews
1,900 Avg Blog Post Views
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
The very premise of the Renaissance Hotel brand is all about local discovery. We strive to provide our guests who travel to the area a locally inspired experience in our own backyard. Discover Leduc provides us an outlet to highlight our options available to local residents and at the same time, brings to our attention many of the hidden jewels within a short distance of the International Airport. We are proud to partner with them on highlighting all the local businesses for our guests to experience. KYLIE ZILINSKI, DIRECTOR OF SALES & MARKETING RENAISSANCE EDMONTON AIRPORT HOTEL
Photo: Old Red Barn, Leduc County
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DISCOVER
ATTRACTIONS
#DISCOVERLEDUCREGION
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
Website traffic. 400 Regional Tourism Assets are featured & categorized on discoverleduc.ca, providing a comprehensive overview of everything the Leduc Region has to offer in one central location. The website has grown and expanded in multiple ways since launching.
NEW! + Noteworthy Events section updated on a weekly basis.
Interactive Map showcasing assets geographically.
Industry Hub to support regional tourism operators.
Local Photo Gallery submitted by DLR fans.
TOP 5 VIEWED PAGES
Photo: River Canoe, Town of Devon
Pageviews
#DISCOVERLEDUCREGION
Homepage
6,681
Growing, Cooking + Brewing
8,807
Play & Stay/Summer Golf Packages
8,966
Events
1,997
Attractions
1,316
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Blog posts are among the most viewed pages on discoverleduc.ca There were 47 blog posts published to the site in 2021 covering a wide range of topics including dining, retail, outdoor activities, attractions, events, user generated posts, and more. Some Top Blog Posts:
4 Reasons to Dive at Barney’s Pub & Grill U-Pick Adventures at 795 Haskap Berry Farm
2,041 Top Blog Based on Pageviews
Date Night in the Leduc Region: Valentine’s Day Garden Adventures at Farm Fresh Florals WEBSITE TRAFFIC AQUISITION
WEBSITE TRAFFIC AQUISITION
Traffic by Aquisition Source
Traffic by City (Top 3)
direct (navigation directly to website)
17%
social (from a social media platform)
57.8%
organic (from a search engine
16%
referral (from another website)
6%
26%
Edmonton Leduc
10.1%
Calgary
16.5%
WEBSITE TRAFFIC GROWTH
WEBSITE TRAFFIC AQUISITION
Pageviews (Monthly)
Traffic by Country (Top 2)
JULY 2020
1800
JULY 2021
13000
Visitors (Monthly) JULY 2020
350
JULY 2021
9793
Canada USA
90.4% 3.5%
Photo: Skate Park, City of Beaumont
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
EXPLORE
PARKS + RECREATION
#DISCOVERLEDUCREGION
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Email newsletter. Distributed to an email list of over 5,600 general public and industry contacts, DLR’s e-newsletter is a monthly snapshot of everything tourism-related happening in the Leduc Region. In addition to highlighting significant news, updates, and upcoming events, the newsletter also communicates industry-specific information to local businesses. Exceeding industry norms, the e-newsletter had an average: Open Rate 26% (13,093 Opens in 2021)
Click-through-rate 15% (2275 Clicks in 2021)
Social media. DLR is active across 3 social media platforms (Facebook + Instagram + Twitter) as @discoverleduc. Posting a wide range of regional tourism-related content regularly including local asset features, event promotions, user-generated content, paid ad campaigns, and more has resulted in consistent growth. In 2021, we gained an average of 800 new Likes and Followers across each social media channel. We hit a reach (unique viewers) of 518,924 on Facebook, 81,448 on Instagram and 2091 Engagements.
IG Traffic by City (Top 4)
FB Traffic by City (Top 4)
Edmonton
25.6%
Leduc
38.9%
Leduc
21.7%
Edmonton
17.9%
Beaumont
4.8%
Beaumont
7.5%
Calgary
2.3%
Devon
2.8%
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
Photo: Calmar Bakery, Town of Calmar
EVENTS HOSTED
GETTING LISTED: PRESENTED BY TRAVEL ALBERTA TRAVEL ALBERTA CEO DAVID GOLDSTEIN EVENTS SPONSORED + PARTICIPATED IN
LEDUC DOWNTOWN BUSINESS ASSOCIATION’S RELOVE MARKET THIRD THURSDAY EVENTS, CULTURE DAYS, SANTA CLAUSE PARADE TOWN OF DEVON’S TREATY SIX DAY EVENT
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Industry support. DLR provides industry support to local tourism operators, connecting them with tourism authorities by sharing industry events, programs, and resources.
TARGETED EMAIL COMMUNICATIONS
INDUSTRY HUB LAUNCH
Segmented email contact lists for tourism assets
Expansion of discoverleduc.ca for an industry audience
Alerting regional tourism operators of funding opportunities
Central location for industry-specific links
INDUSTRY EVENT
BRAND GUIDELINES + TOOLKIT
Segmented email contact lists for tourism assets
Expansion of discoverleduc.ca for an industry audience
Alerting regional tourism operators of funding opportunities
Central location for industry-specific links
#DISCOVERLEDUCREGION
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
EXPERIENCE
LOCAL FOODS
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Showcasing the best of everything the Leduc Region has to offer—is DLR’s mission.
#DISCOVERLEDUCREGION
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DISCOVER LEDUC REGION | ANNUAL REPORT 2021
@DISCOVERLEDUCREGION
Learn about the beauty, vibrancy, + stories of this diverse region. #DISCOVERLEDUCREGION PLAN OUT YOUR NEXT ADVENTURE— DISCOVER places to visit + things to do. Stay tuned for more events + packages + engagement in 2022...