rvc 2012. signature experiences—growing momentum a year out of the gates
TRANSCRIPT
Signature Experiences Collection™Growing Momentum a Year Out of the Gates
Presented by Ernst Flach, Lesley Anderson, and Maureen Riley
What we’ll cover
• The present:
– SEC activation: The CTC’s Global platform
– Market focus: Japan
• The future
– The vision of SEC
Path to Purchase 2009
100%
83%
44%
1%2%5%
20%
Step 1:Aware
Step 2:Dream
Step 3:Consider
Step 4:Movie
Step 5:Itinerary
Step 6:Arrange
Step 7:Purchase
Lon
g H
au
l P
lea
sure
Tra
vell
ers
(%
)
Core Mkts
Travellers aren’t sure what they would do here….
Signature Experiences Collection
A commonly used inventory of
brand-aligned experiences that
convey the brand promise at all
touch points.
The Benefits
• Industry
– More international demand for Canadian experiences
• Experience Supplier
– Better odds that their experience will be marketed
internationally
• Trade
– Help them sell more Canada product
LEVERAGING OUR BEST INFLUENCERS THROUGH ACTIVATING MEDIA RELATIONS
Content Distribution across Multiple Channels
BroadcastSocial MediaBloggersPersonalitiesTravel Media
MEDIA RELATIONS
Indirect Marketing (travel trade)
� Trade & RTO launches
� Trade media features
� Co-op marketing with early trade adopters
� Incentives
� Familiarization trips
Flat Sheets
� Downloadable photo(s)
of the experience
� Copy describing the
experience
� Contact details for how
to get in touch with
member
Canada Travel Info Brochure
� Print brochure - Japan & South Korea
� Showcases Canada to front line staff
� Distribution to Canadian receptives
� Highlights SEC Experiences per province
Luxury Travel Magazine – Destination Series
• 25,000 circulated in
Australia
• Features 104 Signature
Experiences
SEC in Japan
• incorporated into trade and media activities
• included in all tour operator brochures
• infused into social media activities
trade
media
SEC
What We’ve Learned• Product and activity focus vs. experience
• Opportunity for better storytelling
• Product gaps exist
• Content and assets are critical
• Purchasability is key to market penetration
Focus for 2012
• Apply learning to program evaluation &
evolution
• Activate current members to create value
• Grow available content & accessibility
• Support in-market sales needs
• Intake Nov/Dec
What do we need from you?
For this program to be a success, we all need to bealigned behind the Canada. Keep Exploring brand.
• Encourage and help suppliers to meet the SEC criteria;
• Think about the needs of international travellers;
• Remember that experience development requiresboth marketing AND product development.
Beyond 2012
• Support market integration
• Facilitate new market access for members
• Build tools that support meeting the criteria
• Share knowledge & build community
• Encourage product development that aligns with
marketing needs
• Continuously evaluate & evolve