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Sunshine Coast Tourism 2015 Spring Marketing Campaign


Table of Contents

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Campaign Information

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Sunshine Coast Sweepstakes

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Print & Editorial

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Website Content

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Social Media

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Consumer E-News

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Updated Booth Collateral

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Media & Communications

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Spring 2015 Print, Online, & Social Campaign Our spring campaign focused on creating a sense of urgency and awareness to travel to the Sunshine Coast now, and not wait until summer. Sunshine Coast Tourism advertised in a variety of print publications, promoting long weekend getaways in the spring with a recreation & events focus. As often as possible, we are working with the publications to support our advertisements with editorial content, to create a larger impression and footprint for the Sunshine Coast. Each of the publications we chose were ideal for reaching a key sector group and/or target audience, including specific focused advertisements on recreation opportunities, arts & music events, touring & exploring, ocean boating, and family getaways.

We chose publications that generally had a longer distribution duration as a more resourceful and effectual use of our marketing funds. The shorter duration advertisement in The Province would focus on co-op, full page spreads timed for the close-in market weekend getaway decisions. The Sunshine Coast should have a significant presence alongside Whistler, Tofino, and other communities. It is important to note that our goal is to have all of our tactics work in concert with one another—almost all of our print advertisements are supported with an online component- including banner ads, social media shout outs, and email blasts from these media sources. We want to position these advertisements to be immediately relevant; to encourage consumers to book a trip for an upcoming event, festival, or holiday, but also to stir a long term connection to the area. Our online advertisements will focus on strong imagery surrounding our wilderness— rainforests, ocean coastlines, and abundant wildlife—situated at the doorstep of unique coastal communities. We have partnered with our private sector members to promote trips through the region and scenic coastal tours. Social media advertisements are an excellent chance to reach our long-haul markets in Europe and the US, where we can set the tone for a visit to British Columbia and the Sunshine Coast.

Media & Communications Update So far 2015 has been a busy season for the Communications/travel media relation’s team. We continue to work closely with the Sunshine Coast Tourism membership and our various tourism partners to create intriguing itineraries for visiting media. This year we have hosted various individual media trips as well as a spring press trip, the “Luxurious Call of the Wild” to kick off the season. This trip has already resulted in a front-page cover story in the travel section of the Vancouver Sun. Miss 604, Rebecca Bollwitt has also been working with local media/ marketing specialist Jim Barr (AKA Doc Pow) of Festival Seekers to promote some of the many festivals on the Sunshine Coast. That has already resulted in two stories, one on the Festival Seekers website and one on Rebecca’s own website miss604.com. Rebecca's social media stretch reaches far and wide; her Twitter feed alone reaches 64.2k followers. In late June we are hosting award winning travel writer, Ann Britton Campbell who is coming on assignment for WestJet Magazine which has a reach of up to 1.4 million readers a month! In addition we are working on a press trip for September 2015 with our industry partners at Tourism Vancouver Island as well as an industry familiarization trip to ensure that our all our valued industry partners continue to help us tell the stories of the Sunshine Coast region. Thank you and kudos to all Sunshine Coast Tourism members who actively participate in these opportunities to help promote the region. To learn more about media relations and/or if you are interested in hosting media on a future press trip please contract contact our Director of Communications, Andrea Wickham-Foxwell at mybcbuzz@gmail.com.

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Sunshine Coast Sweepstakes

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The Sunshine Coast Sweepstakes campaign has been our largest trip giveaway to date. With 12 participating businesses giving away $5000 worth of accommodation, tours, meals, gifts, and more. The campaign’s purpose is to attract attention and traffic to the region and website, as well as grow our consumer database.


Sunshine Coast Sweepstakes

We fully integrated the contest into the Coast Reporter’s 2015 Tourist Guide, with a page and a half advertising, “picture yourself here” icons directing to the sweepstakes, plus supporting the guide with photo and editorial content.

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Print Advertisements & Editorial

The Province Newspaper Featured editorial and cooperative advertisements for a full page spread within the “Long Weekend Survival Guide.� Supplementary online banner on www.theprovince.com Circulation: 145,000

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Print Advertisements & Editorial

Left: BC Musician Magazine, bi-annual circulation: 27,000 Right: The Georgia Straight, weekly circulation: 120,000

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Print Advertisements & Editorial

Left: Full page co-operative ad in the 2015 Vancouver Island Visitor Guide. 130,000 distributed copied over the next year to info centres, attractions, accommodation & transportation facilities, retail outlets, travel centres, and on -board major BC Ferries routes.

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Above: Full page ad for the Summer 2015 issue of Canadian Traveller magazine. Circulation: 25,000 printed copies plus digital publication


Website Content Updates Updating our website content is a continual, ongoing process. Adding new events, blogging, and incorporating new photos are just a few of the items we add on a weekly basis. SCT staff are now managing bbsunshinecoast.com, with more integration of the two sites coming soon.

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Website Analytics

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Evaluating our website traffic is a crucial component to measuring our campaign success. This spring resulted in significant increases in total sessions, users, page views, and new users over the same 4 month period as 2014. Our Google Analytics report also shows strong referral traffic from our Facebook page, email newsletter, and advertisements in the Georgia Straight , Vancouver Sun, and the Province.


Social Media Posts

An active social media presence helps drive traffic to our website and keep the Sunshine Coast at the forefront of our followers minds. Targeted posts are evaluated closely by tracking the number of clicks, likes, and engagement to measure our campaign success.

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Social Media Posts

@sunshinecoastbc on Instagram now boasts over 1950 followers, and an increasing push for visitors to tag their travels, #sunshinecoastbc

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Social Media Posts With over 4,460 followers, our Twitter account keeps us regularly interacting with tourists and keeping them up to the minute with news of events, weather, ferry schedules, and much more.

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Consumer Email Newsletter Email newsletters are another way in which we support our spring marketing campaign– once again promoting the sweepstakes, spring events, Farmer’s Markets, and social media connection. Our email saw an open rate of 37%, compared to the industry average 23%, and a click rate of 18% (vs. 2.5% industry average). Creating engaging content is always the priority.

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Updated Booth Collateral

The tourism industry is never stagnant. Product and attractions continue to develop as the region evolves, and our marketing collateral will need to stay fresh and up to date to match. Our new booth display attracted many visitors at consumer shows this spring.

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Media & Communications Our staff work hard to increase awareness and raise the profile of the Sunshine Coast. Pitching story ideas to travel writers and publications, providing interviews and photos for articles, and coordinating full scale press trips and travel trade FAMS is a huge part of Sunshine Coast Tourism’s work throughout the year.

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Media & Communications

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Media Coverage Highlights Feb 20 – Vancouver Observer, Powell River: Green Gem of the Sunshine Coast

Apr 18 – USA Today, Fantastic Fjords of North America

Mar 2 – Business in Vancouver, Stylish Staycations

Apr 21 – Aboriginal Tourism BC, Top 10 Aboriginal Water Adventures

Mar 4 – Georgia Straight, Pacific Crest Trail inspires long-distance hikes in BC

Apr 22 – Georgia Straight, 10 places to go in BC for your summer vacation

Mar 10 – Northwest TripFinder, Weekend Escape: Sechelt on the Sunshine Coast

Apr 23 – Globe & Mail, Founder of BC writers festival reflects ...

Mar 11 – 604Pulse, Spring Camping in VCM Mar 23 – The Guardian, Hit the water: Canada’s top wet and wild adventures Apr 1 – The Manual, Micro Guide: BC’s Sunshine Coast Apr 2 – BC Magazine, The Ultimate Sunshine Coast Craft Brewery List Apr 2 – Suncruiser Media, It’s April Tools Time

Apr 6 – Calgary Herald, BC’s Sunshine Coast attracts entrepreneurs… Apr 6 – Calgary Herald, The Sunshine Coast Uncovered: 5 cool things to explore Apr 8 – VanCity Buzz, Long term gamble pays off for local caviar producers Apr 10 – Vancouver Sun, A Coastal Paradise Apr 14 – Scout Magazine, Vancouver Lexicon: Zunga

Apr 14 – Suncruiser Media, Lund – the Beginning and the End

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Apr 28 – BC Magazine, Every Music Festival in BC Exposed Apr 28 – Pinkbike, BC Enduro Series – Sunshine Coast Enduro May 1 – Bikesport Magazine, Burger, Bier und schmale Wege May 1 – BOATsmart!, Canada’s Top 11 Boating Destinations in 2015! May 2—Mountain FM, Coast Life Interview with Lydia Watson May 4 – Whistler Question, Whistler riders storm Sunshine Coast Enduro May 4 – Pinkbike, Osprey BC Enduro Series – Sunshine Coast Recap May 13 – The Guardian, Travels with Locals: 10 great public transport rides May 20 – The Province, Sensational Sunshine Coast Shores: They’re yours to enjoy

May 22 – Globe & Mail, Canada’s scuba hot spots: Have you dived here yet? May 26 – AHOY BC, The Coastal Explorers Hidden Gem: Smuggler Cove Prov Marine Park


Media & Trade Hosting

Left: Article in the Vancouver Sun published June 6, 2015 from SCT organized press trip in May

Recently Hosted Trips: Danielle Baker — BC Bike Race, Feb 14-17 Mike Richards—Vagabondish, March 5-12 “Call of the Wild” with partner Tourism Whistler—May 11-13 Red Hunt— May 29– June 1

Destination BC Air Transat Senior Reservation Agent FAM, UK — May 10-16

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Sunshine Coast Tourism Paul Kamon, Marketing Director Andrea Wickham-Foxwell, Director of Communications

Annie Schroeder, Marketing Assistant info@sunshinecoastcanada.com

www.sunshinecoastcanada.com

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Sunshine Coast Tourism 2015 Portfolio  

Destination Marketing Organization portfolio of Spring 2015 Marketing Campaign & Media Activity

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