the corporation of the city of vernon · 2019-12-11 · the corporation of the city of vernon...
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THE CORPORATION OF THE CITY OF VERNON
TOURISM COMMISSION
WEDNESDAY, DECEMBER 18, 2019 - OKANAGAN LAKE ROOM – 8:00 a.m.
A G E N D A
1. ADOPTION OF AGENDA
2. ADOPTION OF MINUTES
a) November 20, 2019 (attached)
3. UNFINISHED BUSINESS
a) North Okanagan Cycling Society – request for support b) 2020 Municipal and Regional District Tax One Year Tactical Plan
(attached) c) Importance of Tourism for Vernon and Community – January 2020
presentation to Council
4. NEW BUSINESS:
a) Grow with Google Workshop – Thompson Okanagan Tourism Assoc, Destination BC and Tourism Vernon – Thursday, Feb. 20, 2020, 9am – 2pm
b) Discussion for new story ideas for Vernon – IMM in January c) BC Ale Trail winter campaign: https://youtu.be/a_IhigqkNkQ d) Tourism Vernon Open House – ideas for presentations:
• Keynote – Sustainable Travel & Tourism • Discussion of Break-out Topics
5. INFORMATION ITEMS:
a) Accommodation Tracking (attached) b) Visitor Info Centre Statistics (attached) c) Municipal Reg. District Tax Update (attached) d) Vernon 365 – September and October 2019 (attached) e) Marketing Coop Funding – Applications: accepting 2020 starting
Jan. 6, 2020 f) Arts:
• Vernon Proms Classical Mus Festival – July 3 – 30, 2020, over 25 classical music events. Contact [email protected]
• Mackie Lake House Summer events 2020: o Community Easter Egg Hunt – April 11 o Mother’s Day Tea – Sunday, May 10, 10am – 2pm o Music at Mackie – Outdoor concerts Fridays – June
19th, July 24th and August 14th gates open at 5pm, $25 pp
Tourism Commission Agenda December 18, 2019
o Back in Time tours – July 7th – August 24th @ 11am, tickets $10pp
o Afternoon Tea at Mackie House – July 23rd – August 27th @ 2pm
o Vernon Public Art Gallery (see distribution list on table)
g) Sports • Nordic Championship – March 25 – Apr 2 • North Okanagan Youth Soccer Tournament – July 1 – 5 • RFPs – World Trail Race, STIHL
h) Travel Trade • Potential event with DBC in January or March 2020
i) Media Update • Recent/Upcoming:
o Jennifer Foden – Fodor’s Travel Guide – Nov. 9 -13 o Karine Vanasse (French Canadian Actress) –
Destination Canada filming video series – Nov. 30 – Dec 3
o Jennifer Schell – iNwine – December (dates tbc) o Kate Robertson - Freelance writer – Jan. 18 & 19 o Celina Luk – Winter Carnival – Fairchild Radio o BC Ale Trail filming – for Suds & Cider and Winter
Carnival o Winter FAM – pitching with writers for Winter
Carnival o Seismic FAM – pitching – March
j) Conferences – Recent & Upcoming • IMPACT Conference, Victoria Jan 19 – 22 • IMM Conference, New York Jan 22 – 23 • Tourism Vernon – CITAP on Dec. 3, 2019 • Save the Date: Tourism Open House Feb. 18th, 2020 –
Booth requests to Teresa Durning, key note: Deidre Campbell from Sustainable Travel & Tourism
• Visitor Services Network – March 2 & 3 • Tourism Industry Conference – March 4 – 6 • Travel & Words - May
6. NEXT MEETING:
The next meeting of the Tourism Commission is tentatively scheduled for Wednesday, January 15, 2020.
7. ADJOURNMENT
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THE CORPORATION OF THE CITY OF VERNON
MINUTES OF
TOURISM COMMISSION MEETING
HELD WEDNESDAY, NOVEMBER 20, 2019
OKANAGAN LAKE ROOM
PRESENT:
ABSENT:
STAFF:
VOTING: Brett Woods, Biking Christine Kashuba, Arts & Culture Councillor Dalvir Nahal David Gibbs, Accommodation Provider Mike Fotheringham, Okanagan Indian Band (8:16 a.m.) Claus Larsen, Chair, Accommodation Provider Dudley Coulter, Downtown Vernon Association Ricardo Smith, Sports & Events Troy Hudson, Ski Kevin O’Brien, Attractions Cecilia Guerrero, Accommodation Provider Mary-Jo O’Keefe, Restaurant Gale Woodhouse, Arts & Culture Jenelle Brewer, Okanagan Indian Band Myles Johnson, Golf Richard Rolke, Greater Vernon Chamber of Commerce Kevin Poole, Manager, Economic Development & Tourism/Staff Liaison Karen Savill, Admin. Assistant, Economic Development & Tourism Janice Nicol, Legislative Committee Clerk
ORDER The meeting was called to order at 8:06 a.m.
ADOPTION OF AGENDA
Moved by David Gibbs, seconded by Christine Kashuba: THAT the agenda for Wednesday, November 20, 2019 Tourism Commission be adopted. CARRIED.
ADOPTION OF MINUTES Moved by Kevin O’Brien, seconded by David Gibbs;
THAT the minutes of the Tourism Commission meeting held Wednesday, October 23, 2019 be adopted.
TOURISM COMMISSION MINUTES – NOVEMBER 20, 2019
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CARRIED.
PRESENTATION
Brett Woods, North Okanagan Cycling Society (NOCS) provided the Commission with an outline of NOCS. The following points were noted:
• Currently have 1,000 members (up from 800 in 2018) with trail agreements in three provincial parks
• Maintain over 100 trails with an additional 50km of trails in the planning stages
• NOCS organizes events such as Movie Night at Vernon Town Cinema, Bike Party at Ratio Coffee & Pastry, Rail Trail Art Ride/Walk, a Demo Day and Race, Liv Womens’ Induro, Bush Babes & Bros and gives tours and guiding experiences (Bike Fest happening April 30 – May 3, 2020)
• With increased membership and funds from Rural Dividend Fund, there was a need to develop a strategic plan as volunteers can no longer support the magnitude of work involved
• Current Trails in the planning process: o Kal Lake Provincial Park – ‘Neptune Trail’, ‘My Crowning
Achievement’ and a private land use agreement o Ranchlands – spearheaded by the Regional District North
Okanagan for 2021 – In-kind survey in progress – will result in connectivity to Noble Canyon/Silver Star
o ‘Spanky’s’ – a historical trail and significant connector o Becker Park – Phase 2 o Ellison Provincial Park – new green trail ‘Loopy Camper’,
skills area and pump track (Parks initiative) • Section 57 Application has been signed by the City, Ellison
Park/Crown Land Interface – require 25 to 50 square metres of land acquisition
• WhistlerTrail Solutions produced a Strategic Plan 2020 – 2024 for NOCS
• Strategic Plan has identified the strengths, weaknesses, opportunities and threats as well as priorities and objectives
• Need to develop and enhance programs that: o Support Economic Development o Support Economic Diversification o Support the attraction and retention of youth o Support the development of effective partnerships/shared
prosperity with First Nations.
TOURISM COMMISSION MINUTES – NOVEMBER 20, 2019
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• NOCS is requesting support from the Tourism Commission for connections and guidance, sustainable funding and a sponsorship policy that funds support .
Further information will be brought to the December 18, 2019 Tourism Commission. Please contact Brett Woods if you have any questions.
UNFINISHED BUSINESS
MARKETING BUDGET APPROVAL FOR 2020
The Manager, Economic Development & Tourism:
• Council will be reviewing the budget Dec 9, 10, 11, 2019.
MARKETING TACTICAL PLAN
The draft Marketing Tactical Plan will be presented to the Tourism Commission for their consideration at the December 18, 2019 meeting.
SPORTS & CULTURE SOCIETY OF THE NORTH OKANAGAN (SCSNO)
Rodney Goodchild has been selected as the full-time Coordinator for the Sports & Culture Society of the North Okanagan.
CONTENT COMMONWEALTH STORY PILOT WITH DESTINATION BC
Destination B.C. digital stories are ongoing – part of a three year contract. The newest stories have been added from CrowdRiff to the Vernon Tourism website by E-solutions.
ACCOMMODATIONS DATA SUPPLIER
Looking into the STAR program for data collection from accommodation providers, more information to follow.
NEW BUSINESS
IMPORTANCE OF TOURISM FOR VERNON AND COMMUNITY
Marketing Group member, Claus Larsen, will be making a presentation to Council in January 2020.
GREAT VERNON PUMPKIN CLASSIC
Inaugural event held this year with several hundred people in attendance, very successful. More advertising planned for next year. Korean media segment will be shared with Commission when available.
BC ALE TRAIL FILMING Confirmation that Marten Brew Pub participating in Suds ‘n’ Cider event in February 7 – 16, 2020. Please let Ange know of any activities that you might have near that time.
2020 CONFIRMED EVENTS
Arts and Culture events will be forwarded and added to the following list.
TOURISM COMMISSION MINUTES – NOVEMBER 20, 2019
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The following is a list of events that have been confirmed for 2020: March to April - Nordic Canadian Championship at Sovereign
Lake Nordic Centre March last 2 weekends for 10 days – Seismic Festival at
SilverStar Mountain Resort First weekend in May – Vernon Bike Fest June 7 – 11 BC Fire Chief’s Conference June 26 to 29 - Funtastic July 1 – North Okanagan Youth Provincial Soccer Tournament 42 teams x 20 per team and then refs July 24 - 26 - Okanagan Military Tattoo August 3rd weekend – Kalamalka Classic (SUP) September 2nd weekend – Okanagan Rail Ride September 3rd weekend – Aquaterra and Freaky Creeky 50 October 2nd or 3rd weekend – Vernon Fall Festival and Pumpkin
Races October 2020 – World Travel Awards hosted at Predator Ridge
o Pending: Pickleball Tournament
INFORMATION ITEMS
ACCOMMODATIONS TRACKING/VISITOR INFO CENTRE STATISTICS/MRDT
These statistics were attached to the agenda for the Committee’s review.
MARKETING COOP FUNDING
No report
ARTS No report
SPORTS No report
TRAVEL TRADE, MEDIA AND CONFERENCES
a) Travel Trade • Hosted:
i. Korean Film Crew at Great Pumpkin Classic ii. Jen Foden – Fodor’s Travel Guide Nov 9 - 13
b) Media Update • Hosted:
i. Korean Film Crew at Great Pumpkin Classic ii. Jen Foden – Fodor’s Travel Guide Nov 9 - 13
c) Conferences – Recent & Upcoming • Crowdriff Conference, Toronto Nov 7 – 10 • CITAP Conference, Vancouver Dec 3
TOURISM COMMISSION MINUTES – NOVEMBER 20, 2019
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• IMPACT Conference, Victoria Jan 19 – 22 • IMM Conference, New York Jan 22 - 23
DATE AND TIME OF NEXT MEETING
The next meeting of the Tourism Commission is scheduled for Wednesday, December 18, 2019 at 8:00 a.m. in the Okanagan Lake Room.
The Tourism Commission meeting adjourned at 8:38 a.m.
CERTIFIED CORRECT: __________________________ Chair
Designated recipients must complete the budget table as provided belowRevenues Budget $
$ - $ 1,076,603
MRDT for online accommodation platforms $ 90,000
MRDT Subtotal $ 1,166,603 $ 120,407 $ 54,250 $ 15,000 $ -
$ 25,000 $ -
$ 17,000 $ -
$ 100,000 1,498,260$
Budget $
$ 241,519 $ 605,734 $ 29,100 $ 19,800 $ 15,000 $ 66,500 $ 31,000 $ 30,000
$ 35,000
$ 31,500 $ 1,105,153
$ -
$ 7,500 $ 15,000 $ 8,000
$ 6,700
$ 37,200
$ 189,345 $ -
189,345$
$ 63,000
$ 63,000
Other - memberships to TIABC, BCDMOA, CSTA, TMAC, CITAP, MBTA
Visitor Services
Consumer shows, eventsCollateral production and distributionTravel media relationsTravel trade
Destination & Product Experience Management
Destination and product experience management staff – wage and benefits
Industry development and trainingProduct experience enhancement and trainingResearch and evaluation
Consumer focused asset development (written content, video, photography)
Other - email marketingSubtotal
Grants/Fee for Service - Municipal
InterestRetail Sales
Expenses
OtherTotal Revenues
Appendix 2.3
Section 3: MRDT Budget for One-Year Tactical Plan
Carry forward from previous calendar yearMRDT
Local government contribution
MarketingMarketing staff – wage and benefitsMedia advertising and productionWebsite - hosting, development, maintenanceSocial media
Stakeholder contributions (i.e. membership dues)Co-op funds received (e.g. CTO; DMO-led projects)Grants - FederalGrants - Provincial
Subtotal
Meetings, Conventions, Events & Sport
Meetings, conventions, conferences, sales, events, sport, grant programs, etc.
SubtotalAdministration
Visitor Services activitiesOther (please describe)
Subtotal
$ -
$ - $ - $ -
$ -
$ - Subtotal $ -
$ 15,312 $ 15,312
Affordable HousingGeneral MRDT revenue $ -
$ -
Subtotal $ -
$ 88,450 $ -
$ 88,450 1,498,460$
$ -
Section 3: Projected Spend by Market (broad estimate ) for LEISURE activites only (Add more rows as needed)
Geographic Market Total Marketing Budget by Market
% of Total $ by Market
BC $ 578,569.44 48%Ontario 60,267.65$ 5%Other Canada (please specify) $ 36,160.59 3%Washington $ 60,267.65 5%California $ 24,107.06 2%Other USA (please specify) $ - 0%Mexico $ - 0%China $ 36,160.59 3%UK $ 12,053.53 1%Germany $ 24,107.06 2%Australia $ 12,053.53 1%Japan $ 12,053.53 1%Alberta $ 349,552.37 29%Other International (Please specify) $ - 0%
Finance staff – wages and benefits
All other wages and benefits not included aboveOther activities not included above (please describe)
Board of Directors costsInformation technology costs – workstation related costs (i.e. computers, telephone, support, networks)Office lease/rent
Human Resources staff – wages and benefits
General office expensesSubtotal
Other
Revenues from Online Accommodaiton Platforms
Total $ 1,205,353.00 100%
Subtotal Total Expenses
Balance or Carry Forward
Management and staff unrelated to program implementation - wages and benefits
2020
Tactical Marketing Plan
TOURISM VERNON
CITY OF VERNON
NOVEMBER 2019
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Table of Contents OVERVIEW: 2018‐2022 Tourism Vernon Business Strategic Plan .................................................................................... 2
Vision ..................................................................................................................................................................................................... 2
Vernon’s Destination DNA & Attributes ................................................................................................................................................ 2
Background & Goals .............................................................................................................................................................................. 3
Strategic Framework & 23 Strategies .................................................................................................................................................... 3
Target Markets ...................................................................................................................................................................................... 4
Demand Generators .............................................................................................................................................................................. 5
2020 Tactical Marketing Plan: Campaigns & Initiatives .................................................................................................. 6
Summary ............................................................................................................................................................................. 6
Digital Marketing Campaign .................................................................................................................................................................. 7
Tourism Vernon Initiatives .................................................................................................................................................................... 7
CO‐OP Marketing Program .................................................................................................................................................................... 7
Media Hosting/Relations ....................................................................................................................................................................... 8
Memberships & Associations .............................................................................................................................................................. 11
Biking Tourism ..................................................................................................................................................................................... 11
Sports & Events Tourism ..................................................................................................................................................................... 14
Indigenous Tourism ............................................................................................................................................................................. 14
Stakeholder Open Houses ................................................................................................................................................................... 14
Conferences & Travel .......................................................................................................................................................................... 14
Travel Trade ......................................................................................................................................................................................... 15
Vernon Visitor Centre .......................................................................................................................................................................... 15
Accommodation Survey ....................................................................................................................................................................... 16
Sector/Pool Projects & Initiatives ........................................................................................................................................................ 16
Tourism Vernon Destination Videos .................................................................................................................................................... 17
RTO Event in Lower Mainland ............................................................................................................................................................. 17
CrowdRiff ............................................................................................................................................................................................. 18
Website Refresh .................................................................................................................................................................................. 18
#ExploreVernon Digital Marketing Campaign ..................................................................................................................................... 18
Vernon Visitor Guide ........................................................................................................................................................................... 18
Social Media Campaign........................................................................................................................................................................ 18
E‐Newsletter ........................................................................................................................................................................................ 19
Spring Industry Familiarization Program ............................................................................................................................................. 19
Photo Library and Destination Video Content ..................................................................................................................................... 19
Visitor Exit Survey ................................................................................................................................................................................ 19
Explorer Quotient (EQ) ........................................................................................................................................................................ 19
2020‐2023 Tourism Budget .......................................................................................................................................... 20
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OVERVIEW: 2018 – 2022 Tourism Vernon Business Strategic Plan
Vision The aspirational vision for Vernon as a destination: Vernon is the destination of choice on our target
market’s list of places to visit in the Thompson Okanagan.
The vision for Tourism Vernon is to: Be the most innovative and effective Destination Marketing
Organization in the Thompson Okanagan in inspiring our target markets to experience our destination.
Vernon’s DNA “Life in Vernon is comfortable, and that’s the way we like it. Spring, summer, fall or winter, we stay active
by exploring the beauty of our natural surroundings. We are a growing city and enjoy the amenities. We are
also committed to maintaining our small town charm and connection to our pioneering history.”
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Background
One of the requirements for communities applying to the Municipal Regional District Tax (MRDT) Program for the collection of a hotel
tax is to have a five year Tourism strategy in place. The 2018‐22 Tourism Vernon Business Strategic Plan was developed with significant
input from stakeholders and has been endorsed by the Tourism Advisory Committee (now Tourism Commission) and by City Council.
The plan sets the goals and vision for Tourism Vernon through to 2022. The information below is a summary of the goals, strategic
framework, strategies, target markets and demand generators. A full copy of the 2018‐22 Tourism Vernon Business Strategic Plan is
available online.
Goals
1. Increase Vernon’s market share of travelers to and within BC.
2. Improve Vernon’s Net Promoter Score/Tourism Sentiment Index.
3. Increase stakeholder rating of Tourism Vernon’s overall performance.
4. Increase tourism‐driven economic benefits to Vernon.
Strategic Framework
Four strategic areas have been identified to drive the strategic plan and ensure Vernon is aggressively taking advantage of short term
opportunities as well as preparing for the long term future.
Inspire Visitation through Focused
Marketing
Activate Strategic Marketing Partnerships
Enhance Destination Appeal
Provide Visionary Leadership
Inspire increased visitation to Vernon through targeted marketing efforts.
Leverage strategic tourism partners to extend marketing
reach and effectiveness.
Create greater destination
experience and product appeal to
better compete with other Thompson Okanagan and BC destinations.
Provide innovative and inspiring
leadership through effective destination management and organizational structures.
23 Strategies Inspire Visitation through Focused Marketing
1. Build the Vernon destination brand.
2. Evolve and enhance leisure marketing efforts to complement the current focus on generating awareness and interest with a
stronger focus on referral to tourism partners for conversion for booking a trip to Vernon.
3. Increase role in travel trade sales efforts, working in collaboration with tourism businesses.
4. Increase efforts in the sports tourism market.
Activate Strategic Marketing Partnerships
5. Leverage existing and new strategic marketing partnerships and programs with local Vernon stakeholders.
6. Work collaboratively with destinations along the primary travel corridors in the Thompson Okanagan.
7. Leverage relevant sector marketing partnerships and programs for tourism growth.
8. Increase engagement of Thompson Okanagan Tourism Association (TOTA), Destination BC and Destination Canada to
improve marketing efforts for Vernon.
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Enhance the Destination Appeal
9. Encourage and enable industry to develop new remarkable products and experiences that support the Vernon brand,
demand generators and target markets.
10. Increase focus on supporting new and enhanced festivals and events.
11. Facilitate collaboration to ensure Vernon is leveraging its unique potential as a gateway and hub for the North Okanagan Rail
Trail.
12. Provide more compelling and enticing packaged travel experiences within the destination and between destinations.
13. Ensure a positive community experience.
14. Continue to evolve the visitor services model.
15. Support the focus on understanding and protecting natural assets of the region.
Provide Visionary Leadership
16. Evolve to a Commission‐managed organizational structure over time to enable Tourism Vernon to be more effective.
17. Advocate for the tourism industry within the municipality, region, and province.
18. Continue to ensure the tourism industry is inclusive of the Vernon area.
19. Continue to engage stakeholders and residents through communications and community relations activities to contribute to
an enhanced tourism development climate.
20. Facilitate and encourage industry training and development.
21. Lead the ongoing collection, analysis and sharing of performance metrics, research and intelligence.
22. Secure additional funding to resource Tourism Vernon appropriately.
23. Ensure ongoing tourism planning.
Target Markets The primary target markets for Tourism Vernon’s Business Strategic Plan have been divided into Consumer Markets and Stakeholder
Markets:
Consumer Markets
Primary
Leisure
o Active travelers
o Geographic:
Lower Mainland / BC markets
Northern Alberta / Edmonton
Southern Alberta / Calgary
o EQ Profiles: Free Spirits, Cultural Explorers, Authentic Experiencers, Rejuvenators
These are also Destination Canada’s Global EQ types
Vernon’s DNA identified EQ profiles:
Cultural History Buff
Gentle Explorer
Authentic Explorer
Travel trade – tour operators and reciprocal tour operators
o Free Independent Travelers (FIT) and tour groups
o Group Tour Markets:
China
US
European
Corporate, Meeting and Events – support our accommodation partners with their efforts for 50‐50 Coop Marketing
Funding Program
Sports and cultural groups in partnership with the Sports & Culture Society of the North Okanagan
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Visiting Friends and Relatives (VFR)
Secondary
Okanagan Day Trippers
Ontario
o Greater Toronto Area
Washington – Seattle/Spokane
o Key market for Kelowna, which creates spin‐off effect and opportunities for Vernon
Tourism Vernon Stakeholders
Including municipalities, Regional District, tourism businesses, partner organizations, and residents
Demand Generators Six demand generators have been identified for Vernon. These have been identified through research and stakeholder feedback.
Future marketing and development initiatives would endeavor to include these themes.
1. Leisure Market – Outdoor Recreation
a. Consumer research demonstrated that Vernon’s appeal to visitors includes it scenery, lakes, and outdoor activities.
Almost three‐quarters of visitors participated in outdoor activities.
b. Includes: hiking, cycling (trail/road), mountain biking, water sports, golf, downhill skiing, Nordic, snowshoeing,
wildlife viewing, etc.
2. Leisure Market ‐ Festivals and Events
a. Festivals and Events are a strong travel motivator and have been identified as a key theme to attract shoulder
season visitation. Festivals and Events can support and enhance other Demand Generators, e.g., mountain biking
events, golf events, agritourism, wellness events, cultural events, ski events, sport tourism events, etc.
b. Includes cultural and performing arts events.
3. World Class Resort‐based Experiences
a. Specific demand generator for targeted resort‐based experiences, including Predator Ridge (golf & wellness),
Sparkling Hill (health and wellness), and SilverStar Mountain Resort/Sovereign Lake Nordic Centre (winter).
4. Leisure Market – Small Town Charm
a. Consumer research demonstrated that Vernon’s appeal to visitors includes the downtown and its small town charm,
as well as the people in Vernon.
b. Downtown
c. Culinary & Agritourism
d. Family Friendly, including attractions, heritage sites, etc.
e. Vernon residents
5. Sports Tourism
6. Travel Trade – Free Independent Travelers (FIT) and group tours
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SUMMARY The 2020 Tactical Marketing Plan and associated budget was created in keeping with the vision, mission and strategies as laid out in the
2018‐2022 Business Strategic Plan. The Tactical Marketing Plan was created with the goal of ensuring annual initiatives link back with
the Strategic Plan and support tourism stakeholders. It has also been developed to enable Tourism Vernon to assist in moving the
destination forward and to make it more competitive with other desirable destinations within the Thompson Okanagan and throughout
British Columbia.
The 2020 Tactical Marketing Plan and associated budget are based on the Municipal and Regional District Tax (MRDT) revenues collected
in 2018 and up to May 2019 and actual and forecasted Online Accommodation Platform (OAP) from actual fourth quarter 2018 with
2019 first and second quarters with projected third quarter revenues. It incorporates a flat MRDT but 4% growth rate with OAP revenues.
This is less than the 8% identified in the 2018‐2022 Tourism Vernon Business Strategic Plan as it factors in an adjustment due to flooding,
smoke and fire challenges, and destination reputation damage from 2017 and 2018. This equates to a 2020 budgeted MRDT ($1,076,603)
and OAP ($90,000) revenues of $1,166,603 and a 2020 budgeted total revenue of $1,498,260.
Once the collection of the MRDT began in 2010, the City of Vernon created a hotel tax reserve account. As such, any unexpended funds within the Tourism Vernon operating account are placed in the reserve. As of December 31, 2018, there was $446,837 in the hotel tax reserve with the pending $200,000 draw by 2019 year end. The 2020 Tactical Plan and Budget includes a $100,000 transfer from the reserve to the operating fund to supplement marketing activities. In October 2018, the Ministry of Finance reached an agreement with AirBnB, an Online Accommodation Platform (OAP), to collect MRDT
from their rentals. Using AirDNA – Market Minder for Vernon, it is estimated that there were 154 active AirBnB listings in Vernon. In
2019, OAP actual and forecasted revenues will be approximately $90,000. It is estimated that these rentals may bring in another
$100,000 or more in 2020. The City of Vernon is in the process of creating a new regulatory framework for short term rentals for Spring
2020, these new regulations may impact 2020 OAP revenues. OAP revenues are open to be used for low income housing as per the by
provincial government regulations but must have a strategic plan for funding use and obtain majority hotel partner consensus for both
properties and rooms.
This document was created in the fall of 2019 with input from the Tourism Marketing Committee:
Claus Larsen – Director of Accommodations at Predator Ridge Resort
Kevin O’Brien – Owner at Kalavida Surf Shop and Kalamalka Classic SUP Festival
Carmen Lindsay – Director of Recreation at Predator Ridge Resort
Brett Woods – President, North Okanagan Cycling Society
David Gibbs – General Manager at Prestige Vernon Lodge
Susan Lehman – Executive Director at the Downtown Vernon Association
Gale Woodhouse – Director at the Arts Council of the North Okanagan
Troy Hudson – General Manager at Sovereign Lake Nordic Centre
Cecilia Guerrero – Regional Sales Director at PHI Hotel Group (Best Western Pacific Inn & Holiday Inn Express, Vernon
A crowd gathers
on Kin Beach to
watch the first
annual Great
Vernon Pumpkin
Classic; a new,
pinnacle event to
Vernon’s Fall
Festival.
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2020 Marketing Campaigns & Initiatives
DIGITAL MARKETING CAMPAIGN Funds Allocated: $180,000 2‐450 ADVERTISING/PROMOTION
For 2020, Tourism Vernon plans to continue to work with Destination Think! to build upon our integrated Vernon 365 marketing plan.
The 365 content calendar is created and reviewed closely with Tourism Vernon staff and aims to generate consistent awareness around
Vernon as a destination via social channels and paid social advertising. The campaign runs 365 days a year with two to three seasonally
focused campaigns pushing online interest directly to our activity and hotel partner offerings. Campaigns are seasonally focused,
building awareness for our outdoor activities, attractions, artisan food and spirits along with sports, arts and cultural events. In addition,
Images and content are pulled from Tourism Vernon’s assets and also hugely from user‐generated content via the CrowdRiff platform.
CrowdRiff supplies high quality, live imagery from tourists’ Instagram and facebook accounts. The result is an endless stream of beautiful,
engaging content tailored specifically to Vernon’s tourism partners and attractions.
Strategies Measurable Goals
Coordinate and execute contests featuring tourism partners and Vernon attractions
Awareness by visits to landing page, time spent on site, contest entries and choices made
Promote seasonal package offers Click through to partner offers, and number of bookings if partners are able to track
Provide call to action links within content taking users directly to tourism stakeholders online platforms or Tourism Vernon webpage
Click through rates to partners, time on Tourism Vernon website/pages
Invite interaction through opt ins for future contact and additional information
Number of opt ins
Invite engagement through Explorer Quotient (EQ) quiz Number of quiz entries, EQ styles linked to geographic locations
Tourism Vernon Media Initiatives Funds Allocated: $119,000 2‐450 ADVERTISING/PROMOTION
These initiatives strive to feature Vernon and its tourism partners in key target markets.
Proposed media initiatives for 2020, fall and winter broadcast campaigns with CTV, Global TV and Rogers to reach audiences in BC and
Alberta. A planned CTV Winter Wellness campaign would feature Sparkling Hill Resort and assist in promoting Vernon as a health and
wellness destination. Spring Golf and Active Life Style campaign support will continue with Predator Ridge with the TSN and CTV
Campaign. Digital contesting, interviews and promotion via CTV’s Morning Show and news broadcasts are all part of this initiative.
Although television is very expensive, Tourism Vernon would continue to invest in broadcast by leveraging Destination BC’s marketing
coop and media relation program opportunities.
CO‐OP MARKETING PROGRAM
Funds Allocated: $75,000 2‐450 ADVERTISING/PROMOTION
Available to Greater Vernon partners in all sectors of the tourism industry to increase overall marketing reach for our community
through co‐op funding.
Policies and procedures were introduced in 2013 to support co‐op marketing projects that are initiated and driven by industry. These
programs are available to Greater Vernon tourism stakeholders and include opportunities for consortiums, trade shows and events that
promote visitation outside the Thompson Okanagan to drive overnight stays.
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In 2018, with the move to a 3% MRDT, the co‐op funding program was increased from $50,000 to $75,000. As of May 2019, Tourism
Vernon supported 18 partners with 41 marketing initiatives for a total of $325,257.49 of in‐market promotions with $95.655.76 in co‐
op funding support, additional $20,655.76 in funding was transferred for the Sports & Events Tourism budget. Contractual agreement
with the Sports & Events of the North Okanagan Society was not reached till July 2019, as of October 7, 2019 they had not hired an
Executive Director.
Allocation of funding based on sectors:
Arts & Culture ‐ $8,091.51
Sport ‐ $20,062.50
Hotel partner ‐ $22,833.75
Tourism partner ‐ $35,968.00
It is anticipated that strong co‐op participation would continue in 2020 as partners become more familiar with the program and the
opportunities to support digital and event/trade/industry shows. A review and update of the policy is planned for 2020.
MEDIA HOSTING/ RELATIONS Funds Allocated: $35,692 2‐450 ADVERTISING/PROMOTION/2‐231 FOOD & COFFEE /2‐283 VEHICLE RENTALS
Actively increase opportunities to gain unpaid media coverage (digital, broadcast and print) to grow destination and tourism partners’
awareness regionally, nationally and internationally by hosting, developing media relationships and creating a fresh and up‐to‐date
media kit of story ideas. Hosting tours (as opposed to self‐guided) provides journalists a richer and more engaged Vernon experience.
Attending media trade shows and hosting media dinners in key visitor markets helps to grow Tourism Vernon’s media travel database
for ongoing engagements. Tourism Vernon would like to continue to leverage DBC, TOTA and DC media relation efforts to include
Vernon in Okanagan and British Columbia media familiarization (FAM) tours.
In 2019, staff hosted 34 in destination FAMs with 45 media, who produced 21 stories in broadcast, print and digital story values with an
audience of 20.9 million for Vernon. Staff attended Go Media (Canadian and international journalists) and Travel & Words (Pacific
Northwest journalists) media tradeshows, meeting with over 52 travel journalists to pitch story ideas and invite journalists on
assignments to visit Vernon. Staff did not attend Travel Media Association of Canada (TMAC) conference in Sault Ste. Marie due to cost
in travel versus number of media attendees. Canada Media Marketplace has been put on hold by Destination Canada pending a review.
Staff were able to network and build relationships with our regional, provincial and national media teams such as Destination Canada
which organizes and supports Go Media and Canada Media Marketplace shows with pre and post media FAMs. Staff hosted a golf
themed FAM with three North American golf writers. Tourism Vernon also participated in destination and wellness features with
Chatelaine and Cityline with Rogers Media, and hosted an additional 40 writers at media dinners in Vancouver, Calgary and Edmonton
with co‐host Predator Ridge Resort, and 10 writers in Toronto with SilverStar Mountain Resort co‐hosting.
This resulted in well‐rounded media coverage for Vernon in Vancouver, Calgary, Toronto, and other markets in Canada, the United
States and beyond with digital stories. Journalists often post to their social media feeds throughout their stay which the Visitor Services
team leverages and amplifies in Tourism Vernon’s social channel, further increasing the exposure for the community.
Moving forward in 2020, the media relations program continues to be a priority to ensure that Vernon and our partners are top of mind
with travel, wellness, food, spirits and outdoor adventure writers and bloggers. Staff plan to update our press kit with a destination
background, fact sheet, community characters’ profiles and a story page for pitching ideas. Staff would participate in relevant tourism
industry media conferences and shows to pitch story ideas to gain destination and key tourism stakeholder exposure. This program also
builds our media database by adding relevant bloggers/social media influencers, while strengthening our relationships with TOTA, DBC
and DC along with our destination tourism partners in our region.
9
Staff plan to leverage and support FAMs that showcase Vernon and area tourism and industry partners. Media hosting events are
planned in Vancouver, Calgary, Toronto, and Seattle others and are being explored in US markets such as Spokane. Partnership
opportunities are being investigated with other Destination Marketing Organizations (DMOs) to pitch story ideas. Staff continue to build
our database by attending North West Travel & Words in April and the opportunities sponsored by DBC and DC once they are finalized
for 2020. New in 2020 staff will be attending International Media Marketplace in NYC, Destination Canada is support this event with a
large presence since they put a hold on hosting Canada Media Marketplace moving forward.
Tourism Vernon staff
arranged, coordinated
and hosted multiple
media visits in 2019.
Coverage included (not
limited to) CTV,
SCOREGolf, Globe &
Mail, Global News and
City Line.
10
Example content generated directly via Tourism Vernon’s 2019 Media program:
11
MEMBERSHIPS/ASSOCIATIONS Funds Allocated: $6,500 2‐450 ADVERTISING/PROMOTION
Associations increase the presence of Tourism Vernon within industry to build more effective, efficient partnerships with key
representatives from around the province and country. Additionally, associations offer a broader scope of knowledge into specific key
sectors (ie. travel trade and sports tourism). Memberships and associations are also vital to many advocacy efforts regarding Tourism
focused initiatives (ie. MRDT Regulation, Emergency Policies, etc.)
Current List of Memberships & Associations:
British Columbia Destination Marketing Organization Association (BCDMOA)
Canadian Sports Tourism Alliance
Canadian Inbound Tourism Association (CITAP)
Mountain Bike Tourism Association of BC (MBTA)
Tourism Industry Association of BC (TIABC)
Tourism Industry Association of Canada (TIAC)
Travel Media Association of Canada (TMAC)
BIKING TOURISM – Okanagan Singletrack and Okanagan Rail Trails Contributed funds from marketing campaigns, media hosting, Visitor Guide, website refresh, sector projects, E‐newsletters, TV
campaigns and digital marketing campaign. 2‐450 ADVERTISING/PROMOTION
In 2016, Tourism Vernon initiated a community biking workshop with Destination Think! to assess the opportunity and readiness of our
assets and partners to create a plan for Biking Tourism in Vernon. There are two biking segments:
1. Mountain Biking – in growth phase, there is a strong foundation of products/experiences that are ready for promotion with
keen local support and advocacy.
2. Bicycling (Road) – is underdeveloped, and requires investment in infrastructure and product to become a cycling destination,
e.g. shoulders on highway and roadways to support safe cycling. Tourism Vernon will continue to support the Intrepid Road
Race in the North Okanagan. This is a well‐established race with strong international participation and understanding of riding
conditions.
12
Key learnings derived from the workshop:
The focus for Tourism Vernon is on the Mountain Biking segment.
1. Continue to develop the products related to these niche experiences.
2. Build Vernon’s reputation through promotion.
Actions:
1. Continue to foster collaboration
a. 2019 New Products/Experiences
i. Rail Trail & Arts Festival Ride
ii. Okanagan Rail Trail shuttle, bike rentals and guided rides from Predator Ridge Resort with operator Brett
Woods, operator for Dialed Rides
iii. First Annual Rail Trail Ride with 147 participants which drove about 120 room nights for Vernon according to
organizer, Glenn Bond
Global TV news: https://globalnews.ca/video/5937274/rail‐trail‐ride
Event video: https://youtu.be/d72A‐s‐UWik
Don Weixl Photos: https://flic.kr/s/aHsmHefTQ6
b. Collaborations:
i. Tourism Vernon worked in collaboration with the North Okanagan Cycling Society (NOCS) to create a Bike
Festival in Vernon which launched in May 2017.
2019 Bike Fest has grown to include a Rail Trail and Arts Festival Ride – first of its kind in May 2019
ii. Continue to work with Mountain Biking BC to promote theOkanagan Singletrack Trail which is a multi‐
destination mountain biking corridor for the Okanagan from Penticton, Kelowna and Vernon in 2019 ‐
https://www.mountainbikingbc.ca/okanagan‐singletrack/
In 2020, Tourism Vernon plans to continue to work in collaboration with Mountain Biking BC,
Tourism Kelowna and Tourism Penticton to promote the Okanagan Singletrack Trail with DBC sector
funding.
2. Industry Education
a. Tourism Vernon hosted a Vernon DNA workshop on June 20, 2017.
b. Educating our local bike rental partners about the potential for year‐round rentals.
i. In 2017, Sun Country invested in a fleet of rental bikes for year round riding including fat bikes.
ii. Spring to Fall rentals at:
Olympia Ski & Cycle
Skyride
Kalavida Surf Shop
c. Continue to work with wine tour operators to add biking the new Okanagan Rail Trail to their wine tour itineraries for
the 2020 season.
i. MoJo Tours and Beach Bum Tours both offer wine and biking tours.
d. Educating our accommodation and tourism partners on the opportunity to grow Biking Tourism in Vernon.
i. Bike Readiness Presentation to Tourism Stakeholders at Tourism Vernon Open House on January 17, 2019.
Opportunity for accommodation and tourism partners to sign up to receive a free bike friendly audit
with recommendations by Matt Ball from NOCS.
ii. Creation of a bike friendly program for our accommodators
3. Promotions
a. 2019
i. Rail Trail Marketing Campaign with DBC Open Pool Funding project with Tourism Kelowna, District of Lake
Country and City of Kelowna.
ii. Free Hub Okanagan Singletrack Trail
Add in links
iii. #OkanaganExploring spring and fall campaign with Zen Seekers
13
Add in links
b. 2020
i. Marketing Sector Partnership with Mountain Biking BC to promote an Okanagan Biking Corridor and
mountain biking in and around Vernon.
ii. Additional biking content for Tourism Vernon Visitor Guide and website.
iii. Vernon Bike Festival ‐ 4 day event with a family friendly ride with Marketing Coop funding support.
iv. Intrepid Road Race – annual road race in the North Okanagan with international riders who are comfortable
with riding conditions.
v. Incorporation of biking into marketing campaigns – digital, broadcast, print and media hosting.
Example Rail Trail images produced via Tourism Vernon’s media program and sector pool projects:
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SPORTS & EVENTS TOURISM Funds Allocated: 2‐450 ADVERTISING/PROMOTION / 2‐499 GENERAL CONTRACTS
$35,000 for contract services
$15,000 for activities
Based on the Strategic Business Plan 2018‐22, Tourism Vernon is looking to expand efforts to attract additional sport and event tourism
to the community. A strategy and plan would be required to maximize the potential of this subsector. City of Vernon and the new Sport
& Culture Society of the North Okanagan (formerly The North Okanagan Sport and Culture Society) entered a contract in July 2019 and
will be working on expanding these opportunities in 2020.
INDIGENOUS TOURISM Funds Allocated: $10,000 2‐450 ADVERTISING/PROMOTION
Indigenous Tourism is a key cultural pillar for attracting visitors to Canada and BC. The City of Vernon and the Okanagan Indian Band
(OKIB) signed a relationship accord in the fall of 2018 as part of the Community Economic Development Initiative (CEDI). Based on the
lack of indigenous tourism products/activities in the Vernon area, the Marketing Committee felt it was important to include dedicated
funding to support Indigenous Tourism creation and growth in and around Vernon. Initiatives would be done in partnership with the
OKIB and their efforts to move Indigenous Tourism forward.
STAKEHOLDER ENGAGEMENT/EDUCATION Funds Allocated: $15,000 2‐450 ADVERTISING/ PROMOTION
In January 2018, Tourism Vernon hosted our first tourism industry partners’ open house. Over 100 partners registered for the event.
There were partner booths and networking time pre and post presentations.
Presentation Topics:
1. Tourism Vernon Marketing Opportunities and Funding Support
2. Tourism Vernon Economic Impact
3. Tourism Vernon Visitor Centre Information Services and Support
4. Vernon Place DNA
In 2019, Tourism Vernon hosted regular meetings with our tourism industry partners in Vernon. Staff implemented a Stakeholder Survey
as per the 3% MRDT program rules.
The 2020 Open House is scheduled for February 18, 2020 staff will reach out to partners for presentation and workshop ideas.
CONFERENCE/TRAVEL Funds Allocated: $10,000 2‐332 CONFERENCE & COURSES/ 2‐450 ADVERTISING/ PROMOTION / 2‐334 MEAL PER DIEMS Conferences allow Tourism Vernon staff to connect with and learn from other industry professionals, contribute to tourism industry‐shaping discussions and maintain a leadership presence at industry meetings and functions. Conferences are also a requirement of provincial funding for the Vernon Visitor Centre.
Strategies Measurable/Benefits
Attend annual BC Tourism Industry conference with TIABC
Connect with industry members and discuss issues faced by the industry; build partnerships
Attend Visitor Centre Network conference Keep up to date on Destination BC expectations and requirements for operation of Visitor Centre
Attend TOTA AGM, Summit and meetings Connect with regional stakeholder partners; keep informed of new or emerging opportunities Attending TOTA functions provides better access to information that can then be shared with industry
15
Attend BC DMO Assn. AGM and strategy sessions Discussion of issues facing other DMOs, particularly issues around the collection and use of the Hotel Tax (Municipal and Regional District Tax)
Arrange tourism industry meetings in Vernon as required
Communicate with industry on a regular basis
TRAVEL TRADE Funds Allocated: $30,000
2‐450 ADVERTISING/ PROMOTION/ 2‐329 TRANSPORTATION / 2‐333 ACCOMMODATION / 2‐334 MEAL PER DIEMS
Tourism Vernon staff plan to participate in select travel trade shows and regional events that provide access and exposure to our key
markets and support our tourism stakeholders. Tourism Staff plan to continue to grow our Travel Trade programs and market reach.
As an emerging destination, Tourism Vernon has been challenged to receive invitations to Destination Canada sponsored travel trade
events like Canada’s West Marketplace and Rendezvous Canada. These events help us to support our hotel and tourism partners in
selling Vernon to international tour operators for FIT, group and educational tours.
Current hotel partners participating in Travel Trade Shows include Sparkling Hill Resort, Predator Ridge Resort, Prestige Hotel Group
(Vernon Lodge and the Prestige Hotel Vernon), PHI Hotel Group (Best Western Pacific Inn & Suites and the Holiday Inn Express) and
Sandman Hotels. Other hotel partners with Travel Trade contracts include the Village Green Hotel, Super 8 and Fairfield Inn & Suites.
Attraction and activity partners participating in Travel Trade include Predator Ridge Resort (golf groups), Davison Orchards, Planet Bee
& Honeymoon Meadery, the Historic O’Keefe Ranch, SilverStar Mountain Resort and Camelot Haven Alpaca Farm.
In 2019, Tourism Vernon worked in collaboration with our tourism partners to clarify, showcase and produce translated collateral to
support operators in China, Japan and Korea. Unfortunately, Showcase Canada was cancelled this year due to political unrest in Hong
Kong. Tourism Vernon also attended the Canadian Inbound Tourism Asia Pacific (CITAP) Golf Tournament and will be attending the
Winter Function in December to promote Vernon activities with local BC RTOs.
Tourism Vernon supported efforts by Thompson Okanagan Tourism Association (TOTA) with updated information and materials for
ExploreBC 2019, Canada’s West and Rendezvous where their team were able to represent Vernon. In addition to these shows, Tourism
Vernon supported Destination BC (DBC), Destination Canada and TOTA by hosting in destination tour operator and travel agent FAMs.
Tourism Vernon also supported Predator Ridge and Sparkling Hill Resorts with funding to attend Canada’s West and Rendezvous.
In 2020, Tourism Vernon plans to:
Determine, based on resources and interest, if it is feasible to create a trade show event with RTOs in Richmond to showcase
Vernon’s hotel, activity and attraction partners to a Reciprocal Tour Operator audience in the Lower Mainland
Work with Vernon’s stakeholders at open house events to better prepare our products and services for this market.
Work with DBC to present new Vernon products to travel trade and media markets.
Continue to attend Canadian Inbound Tourism Association (CITAP) winter trade event.
Seek additional marketing opportunities in the growing Asian travel trade sector to promote Vernon.
Continue to work with the Thompson Okanagan Tourism Association (TOTA), Destination BC and Destination Canada to
leverage their tour operator FAMS for Vernon.
VERNON VISITOR CENTRE Funds Allocated: $189,345 2‐499 GENERAL CONTRACTS
The Vernon Visitor Centre and its staff are key to the Vernon visitor experience. They are the first point of contact for many in‐person
visitors, as well as instrumental in many marketing projects and initiatives. As visitors begin to use the web and online tools more and
more to explore and research a destination, the Visitor Services team has had to become more creative in how they reach out to and
engage the Vernon Tourism Market.
In 2019, the Visitor Services team continues to work with our accommodation partners for the DBC Accommodation Survey, organizing
the Tourism Vernon Open House and supporting the Tourism Manager with events and activities including media hosting. New projects
16
were pop‐up mobiles at local provincial campsites and partnership with neighboring tourism visitor centres in the Nakusp/Kootenay
area to drive visitation to Vernon from the Highway 6 corridor.
In 2020, the Visitor Services team will continue with pop‐up Visitor Booths at key locations and events throughout the high season would
be a priority. The idea is to bring the Visitor Centre to the visitor, rather than the other way around. In addition to front‐line visitor
information and greeting, the Vernon Visitor Centre staff assist with the Pilot DBC Stories Content Generator program, media hosting,
surveys, social media, potential consumer shows and many other supporting marketing projects.
ACCOMMODATION SURVEY Funds Allocated: $2,500 2‐499 GENERAL CONTRACTS / 2‐450 – ADVERTISING/PROMOTION CONTRACTS
Tourism Vernon will partner with STR to obtain Vernon data that will give staff a snapshot of hotel performance in Vernon. However,
STR does not include our top 2 partners so staff will continue to work with DBC and our accommodation partners to produce a survey
that reports on monthly aggregated occupancy rates, average daily rates, visitor origins, market segments and length of stay for visitors.
2016 was a very busy year for our accommodators and there were challenges collecting data from enough partners to create two
segmented reports (accommodation with under 60 rooms and accommodation with 61+ rooms). Staff would continue to work with the
Tourism Commission and DBC to better collect data in a timely and regular fashion.
SECTOR/ POOL PROJECTS & INITIATIVES Funds Allocated: $70,000 2‐450 ADVERTISING/ PROMOTION / 2‐499 GENERAL CONTRACTS
Staff continue to leverage and support our agency and media relation efforts with direct buys to extend reach and awareness. Tourism
Vernon would continue to leverage the DBC Sector and Open Pool Funding opportunities.
In 2019, Tourism Vernon participated in eight DBC Sector and Open Pool Funding Marketing Projects with 17 partners to leverage
$73,973 into $492,382 in marketing campaigns:
1. Marketing Okanagan Singletrack Trail with Mountain Biking BC (Free Hub campaign)
2. Marketing and digital assets with Triang‐Ale Trail with Tourism Kamloops and Shuswap (BC Ale Trail campaign)
3. Vernon Golf Consortium with BC Golf Marketing Alliance and our four golf partners – Predator Ridge, The Rise, Vernon Golf &
Country Club and Spallumcheen Golf & Country Club (May to October)
4. #OkanaganExploring with Zen Seekers Media (Spring and Fall)
5. Trails with Tourism Kamloops and Shuswap (Winter)
6. Okanagan Rail Trail with Tourism Kelowna, City of Kelowna and District of Lake Country
7. Regional Campaign with TOTA for Fire Recovery (25% for Winter and 75% in Spring 2019)
In 2020, Tourism Vernon will continue to leverage funding programs from DBC and form appropriate partnerships with sectors including
Farmers’ Market and Snowmobiling.
Example image’s captured via Tourism Vernon’s pool projects:
17
TOURISM VERNON DESTINATION VIDEOS Funds Allocated: $10,000 2‐450 ADVERTISING/ PROMOTION
Destination Videos serve as multi‐purpose assets allowing for multiple uses across multiple platforms including websites, social media,
T.V. and also act as an on‐site selling tool at trade shows, industry events and travel trade meetings. Tourism Vernon worked with the
procurement team to find a videographer to create four to six season and segment destination videos for Vernon with short clips for
each season and sector activities for biking, wellness, food, water sports, winter and art and culture. This project is ongoing.
VERNON HEALTH AND WELLNESS INITIATIVES Funds Allocated: $35,000 2‐450 ADVERTISING/ PROMOTION
Greater Vernon’s beautiful balance of extraordinary natural surroundings, robust urban living, delightful farm‐to‐table culinary and a
laid back, small town charm attracts visitors from all over the world. Promoting this rare blend will be the focus of Tourism Vernon’s
health and wellness initiatives. Messaging, imagery and content featuring our stakeholders and their amenities will emphasize the
incredible opportunities for healthy living in Greater Vernon.
Predator Ridge Community, Sparkling Hill Resort and SilverStar Mountain, for example, offer visitors the opportunity to experience
world‐class hiking, cycling, spa treatments, skiing and golf. A healthy lifestyle continues throughout Vernon’s farmers’ market, local
dining, rail trail, emerging cycling culture and more; ideal activities for a health and wellness getaway.
The Thompson Okanagan Tourism Association (TOTA) and Destination British Columbia (DBC) offer pillars to Tourism Vernon’s
initiatives. Sustainable Tourism is becoming a major focus for our region as the demand for climate action grows. Tourism Vernon
plans to work closely with TOTA and DBC to secure Greater Vernon’s title as a sustainable destination. TOTA’s biosphere certification
program, for example, is an opportunity Tourism Vernon is currently exploring.
Finally, staff plan to host a health and wellness workshop for Tourism Vernon’s stakeholders. Sharing and developing ideas around
Vernon’s health and wellness offering will assist stakeholder’s in attracting this rapidly growing wellness market.
Imagery via Tourism Vernon’s media program boasting Vernon’s abundant lifestyle:
DBC DIGITAL STORIES CONTENT GENERATION PILOT PROJECT Funds allocated as part of Visitor Services contract, staff resources and Destination Think! 365 Campaign.
Tourism Vernon needs to generate 3 – 5 Instagram stories per week until 2021 showcasing and featuring Vernon. These stories will
be distributed via DBC channels with Google, TripAdvisor and 3rd party travel content providers.
18
TOURISM VERNON RTO EVENT IN LOWER MAINLAND Funds contributed as part of Travel Trade initiatives 2‐450 ADVERTISING/ PROMOTION / 2‐329 TRANSPORTATION / 2‐333
ACCOMMODATION / 2‐334 MEAL PER DIEMS
Tourism Vernon staff will assess feasibility to create an event with RTO’s in Richmond to showcase Vernon hotels and tourism products.
The objective will be promoting Vernon and its products to international markets that work regularly with RTOs, and also create interest
to book stays and activities in Vernon for group, education and FIT business.
CrowdRiff Funds Allocated: $18,000 2‐450 ADVERTISING/ PROMOTION
User generated content continues to grow in strength for creating engagement and advocacy for destinations. Destination BC recognizes
this trend and is currently leveraging CrowdRiff to manage Instagram images for permissions and usage for its social media and
traditional marketing channels. Tourism Vernon would like to align with our provincial partner and leverage user generated imagery to
add to our image bank library, social media and other marketing channels. In 2018, Tourism Vernon developed two commercials using
User Generated Content. Crowdriff will also provide Tourism Vernon with a digital asset hub for storage and transfer of images and
video assets.
WEBSITE HOSTING, DEVELOPMENT & MAINTENANCE Funds Allocated: $29,100 2‐450 ADVERTISING/ PROMOTION
With the launch of the new Tourism Vernon website in 2016, web‐based opportunities and resources maximize awareness of our
community and engage viewers using audio, video and interactive mapping to portray Vernon’s experiences. Feature modules and
promotional pages push partner offers and the marketing initiatives drive traffic to TourismVernon.com for additional information on
the destination, tourism partners and activities. As such, TourismVernon.com must be an up‐to‐date, fresh and engaging platform acting
as a valuable first point of contact for interested and returning visitors alike.
In 2019, Tourism Vernon worked on the integration of User Generated Galleries and the DBC Stories content.
In 2020. Tourism Vernon plans to build upon www.tourismvernon.com with new content to reflect new tourism products/services in
Vernon and our surrounding area and incorporate interactive maps for the Vernon Tasting Trail for food and libations. The goal for 2020,
is to increase awareness around our partner’s offers and business locations. CrowdRiff continues to be integrated into the site to collect
and showcase fresh Vernon imagery.
#EXPLOREVERNON DIGITAL MARKETING CAMPAIGN Funds contributed as part of Digital Marketing Campaign 2‐450 ADVERTISING/ PROMOTION
In 2019, Tourism Vernon would continue to build on the engaging #ExploreVernon campaign. With a 365 day approach, #ExploreVernon
provides ramp up for shoulder seasons (ie. Vernon Fall Festival) to drive engagement and awareness through digital and social media
channels. It also gives visitors (and locals) an opportunity to share their exceptional Vernon experiences in real time. In 2016, the Explore
Vernon campaign was able to leverage imagery and comments from locals and visitors about why they love Vernon to create two strong
TV commercials showcasing the best Vernon has to offer in the fall and winter. #ExploreVernon would continue to engage visitors from
our top three key origin markets ‐ Vancouver, Calgary and Edmonton.
OFFICIAL VERNON VISITOR GUIDE Funds Allocated: $52,000 2‐450 ADVERTISING / PROMOTION / 2‐499 GENERAL CONTRACTS
The official visitor guide is a vital piece to the Vernon tourism experience. The annual guide would be produced building upon current
content and layout. Ad sales reached over $20,000 in 2018. The guide provides valuable visuals and details regarding Greater Vernon’s
tourism and stakeholder offerings. This vital marketing piece is disbursed throughout the valley and at key industry events and
tradeshows and frequently utilized by tourists and residents alike as a Vernon reference piece.
SOCIAL MEDIA CAMPAIGN: Funds allocated as part of the Vernon Visitor Centre and staffing costs 2‐499 GENERAL CONTRACTS
19
The Vernon Visitor Centre and Tourism Vernon staff handle the day‐to‐day posting on all social channels (Destination Think! manages
all paid posts and paid targeted social advertising). In 2019, the Vernon Visitor Centre staff would work more closely with Destination
Think!’s campaign initiatives to align messaging and seasonal pushes.
Tourism Vernon would continue to promote and highlight events, tourism businesses and the destination using social media. Tourism
Vernon would also continue to participate in Destination BC’s social media visitor network program.
As a result of social media efforts last year, Facebook ‘followers’ grew from 6,312 to 10,780, up 71%. The top five origin cities for
Facebook fans are Kelowna, Vancouver, Kamloops, Edmonton and Calgary. Twitter followers increased from 3,284 to 4,233 followers,
up 29%. The Tourism Vernon Instagram channel is new but rapidly growing with a fan base of 6,000.
E‐NEWSLETTER: Funds allocated: $24,000 2‐450 ADVERTISING/ PROMOTION
Currently, Tourism Vernon produces the following e‐newsletters: regular consumer, quarterly travel trade, quarterly media, seven week
seasonal golf and regular industry e‐newsletters. These efforts would be ramped up in 2020 to create engagement and an active
community to support promoting Vernon.
SPRING INDUSTRY FAMILIARIZATION PROGRAM Funds Allocated: $6,000 2‐499 GENERAL CONTRACTS / 2‐329 TRANSPORTATION
This program focuses on educating Vernon front‐line and BC Visitor Centre staff on what to see and do in Vernon to promote
ambassadorship. The program is undertaken in May prior to the start of peak tourism season.
Photo Library and Supporting Destination Video Content Funds allocated as part of destination video, media and marketing project costs 2‐450 ADVERTISING/ PROMOTION
Additional EQ style photography is required to ensure advertising and publications are current and meet expected industry standards.
Funds have also been allocated towards the production of additional, shorter destination videos supporting the larger, longer
destination video. The shorter, supporting videos would address specific segments (ie. cycling).
Visitor Exit Survey Funds allocated: $5,000 2‐499 GENERAL CONTRACTS
Pending funding and resources, Tourism Vernon would investigate the implementation of a Visitor Exit Survey with Destination BC or a
third party research firm. Tourism Vernon needs to better understand the actual experiences and origins of visitors to develop better
campaigns for Vernon. A survey would need to be created to implement online and through visitor intercepts. The survey would be
promoted through accommodations and attractions, as well as the Visitor Centre and SilverStar Mountain Resort.
EQ (Explorer Quotient) Funds allocated: FREE to Destination BC Partners
EQ is a market segmentation tool used by Destination BC, the Canadian Tourism Commission and the Thompson Okanagan Tourism
Association. Other entities, like Travel Alberta and Travel New Brunswick, have used it successfully to market their experiences.
Destination BC is now offering this program for free to all BC tourism partners.
20
2019‐23 Tourism Budget
2019 2020 2021 2022 2023
1‐232 ‐ MARKETING REVENUE 50,000 65,000 65,000 70,000 70,000
1‐360 ‐ SALES OF GOODS & SERVICES 13,000 17,000 17,500 18,000 18,500
1‐377 ‐ RACKING FEES (TOURISM) 4,250 4,000 4,000 4,000 3,750
1‐523 ‐ HOTEL TAX (MRDT) 1,165,720 1,076,603 1,119,667 1,164,454 1,211,032
1‐523 – OAP 90.000 93,600 97,344 101,237
1‐526 ‐ TOURISM BC GRANT 25,000 25,000 ‐ ‐ ‐
1‐792 ‐ INTERNAL REVENUE 118,278 120,407 122,574 124,780 127,026
1‐875 ‐ FROM HOTEL TAX RESERVE 200,000 100,000 ‐ ‐ ‐
1,576,248 1,498,260 1,422,341 1,478,578 1,531,795
2‐140 ‐ LABOUR NON‐UNION 249,051 241,519 249,328 257,457 265,932
2‐200 ‐ GENERAL SUPPLIES 1,275 1,200 1,200 1,000 1,000
2‐204 ‐ OFFICE SUPPLIES 3,000 3,000 4,000 4,000 5,000
2‐224 ‐ MAILING COSTS 7,500 7,500 7,500 7,500 7,500
2‐231 ‐ FOOD & COFFEE 27,313 32,000 35,000 39,000 42,000
2‐283 ‐ VEHICLE RENTALS 3,500 3,500 4,500 4,500 5,000
2‐326 ‐ UNIFORMS & CLOTHING 6,000 6,000 7,000 7,000 8,000
2‐329 – TRANSPORTATION 14,770 16,000 19,000 20,000 23,000
2‐332 ‐ CONFERENCE & COURSES 21,165 24,750 27,000 29,500 31,500
2‐333 – ACCOMMODATION 14,820 19,500 22,000 23,500 25,000
2‐334 ‐ MEAL PER DIEMS 5,125 5,750 6,700 7,200 8,150
2‐450 ‐ ADVERTISING/PROMOTION 961,084 837,179 835,482 902,832 970,698
2‐499 ‐ GENERAL CONTRACTS 241,345 241,345 250,812 250,812 250,812
2‐610 ‐ CELLS/MOBILITY 2,500 2,750 2,750 3,000 3,250
2‐700 ‐ COST OF GOODS SOLD 10,000 10,000 11,000 11,000 11,000
2‐920 ‐ FLEET CHARGE 7,800 7,800 7,800 7,800 7,800
1,576,248 1,498,260 1,422,341 1,478,578 1,531,795
*Note – The City of Vernon budgets annually in five year increments. Budgets for 2020 through 2023 would be reevaluated on an
annual basis to reflect the needs and priorities at that time.
21
DEFINITIONS AND ACRONYMS
ADR – Average Daily Rate
BCDMOA – British Columbia Destination Marketing Organization Association, membership of 54 city destination
marketing organizations in British Columbia that collection the MRDT
Conversion ‐ visitor has taken an action that leads to a purchase, e.g., a hotel booking
CMM – Canada Media Marketplace, US travel journalist show organized by Destination Canada
DBC ‐ Destination British Columbia, the provincial DMO that promotes British Columbia as a destination
DC – Destination Canada, the national DMO that promotes Canada as a destination globally
DMAI – Destination Marketing Association International
DMO – Destination Marketing Organization, e.g., Tourism Vernon is a DMO
EQ – Explorer Quotient profiles identify why and how different people like to travel and the communication style
that appeals to them
FAMS – familiarization trips for media or travel trade to experience destinations activities/attractions to produce
stories or sell local products
FIT – Fully Independent Traveler, e.g., not travelling on a group tour
ITAs – International Tourist Arrivals, the # of tourists who travel to a country other than their usual residence
Leisure market/traveler – travel for pleasure, e.g., not for business, sports, visiting friends/family, etc.
MRDT – Municipal Regional District Tax
NOCS – North Okanagan Cycling Society
OAP – Online Accommodation Platforms that sell accommodations, e.g. AirBnB
OKIB – Okanagan Indian Band
OTA – Online Travel Agency, e.g., Expedia, Booking.com, etc.
Referral – sending leads from Tourism Vernon to our Tourism partners’ online channels, the visitor services team
or staff
RTO – Reciprocal Tour Operators, businesses that work with international tour operators to bring FIT and groups
to Canada
TIABC – Tourism Industry Association of BC
TMAC – Travel Media Association of Canada
TOTA – Thompson Okanagan Tourism Association, the regional DMO
Travel Trade ‐ people and companies that resell travel products, i.e., Jonview Canada, Gap Adventures
VFR – Visiting Friends and Relatives
AB MB BC ON SK USA UK Local Europe Other TotalToll Free 4 12 1 17Regular 6 18 41 65Emails 2 9 2 64 77Packages 3 3
162
2019Total TF 200
12 302
2
14
Total 29
112
Services
42
Monday Tuesday Wednesda Thursday Friday Saturday Sunday 012,917 12,271 11,875 11,954 13,152 18,950 14,930 96049
129,016 124,229 122,473 122,784 120,411 150,974 135,138 905025Mon Tue Wed Thur Fri Sat Sun Totals1,101 1,258 801 810 1,341 1,527 968 7806
.
`
Totals
3
3
`Facebook Insights November 2019 Daily New Likes 102Daily Page Engaged Users 32,326Daily Total Reach 996,216Daily Organic Reach 94,303Daily Total Impressions 1,085,324Daily Organic Reach of Page posts 94,215
Twitter Insights November 2019
TOTAL Other 22
Info Pkg Accommodation CampingAdvert Pack Vernon Information Requests 43
Emails SentRelocation All from the website
MAIL OUTS SENT EMAIL INQUIRIES
Other 1Total Visits 7297 100.46%
Social 1,619Email 38
Display 1
22.29%0.52%0.01%0.01%
Referring Sites 157Direct Traffic 1,767
WEBSITE TRAFFICOrganic 3,714 51.14%
2.16%24.33%
Tourism VernonTwitter Activity Twitter Followers 4,637 Increase of 32
Instagram Instagram Followers 9,537 Increase of 249
WEBSITE VISITSFacebookOrganic
Paid CampaignDay
Accommodation 1TOTAL 65 TOTAL
9Stakeholder 13
Silver Star 3 Repeat Visits BC Snow Show Mobile set up * 2 daysRoads Other (Word of mouth)
Event/Attraction 36 Website Other Destination Think Strategy meeting organic social Relocation 1 Print RDNO Open House Attended
Requested Total Regular Source Nenveet Front line information meeting Phone Number 2 Website Tour Horse Drawn Okanagan Promotion meeting
TOTAL 17 Total VWC Queen Silver Star Event AttendanceREGULAR CALL LINE Vernon Public Art Gallery Business After 5
Services Kelowna Think Tank Visitor Service Okanagan meeting Accommodation 4 Crowdriff Conference Toronto
Silver Star 2 Repeat Visits Name of Group Assistance ProvidedRoads 3 Other (Word of mouth) Vernon Visitor Guide Ad sales Vernon Visitor guide started
Relocation 1 Print ORGANIZATIONS ASSISTED
Requested Total Regular Source Total Parties 28.2%Phone Number Website Tour Total Visitors 43.1%
DATE RANGE:PHONE CALLS
TOTAL*Some calls may have more than one inquiryTOLL FREE INFORMATION VISITORS % Change over 2018
Event/Attraction 7 Website Other
For more information, contact:Kevin PooleManager, Economic Development and Tourism250-550-3249 [email protected]
City of Vernon - Room RevenueJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total % Change
2010 703,000$ 769,000$ 1,485,000$ 1,415,000$ 2,890,000$ 2,551,000$ 1,858,000$ 1,156,000$ 768,000$ 754,000$ 14,349,000$ 2011 699,000$ 837,000$ 861,000$ 1,095,000$ 1,544,000$ 1,817,000$ 2,685,000$ 2,780,000$ 1,973,000$ 1,425,000$ 849,000$ 842,000$ 17,407,000$ 21.3%2012 795,000$ 1,105,000$ 1,173,000$ 1,268,000$ 2,285,000$ 1,621,000$ 2,920,000$ 3,285,000$ 2,329,000$ 1,510,000$ 1,060,000$ 987,000$ 20,338,000$ 16.8%2013 801,000$ 1,187,000$ 957,000$ 2,014,000$ 1,243,000$ 2,879,000$ 2,947,000$ 3,757,000$ 2,312,000$ 1,420,000$ 1,268,000$ 1,140,000$ 21,925,000$ 7.8%2014 1,290,000$ 1,338,000$ 1,942,000$ 1,757,000$ 2,300,000$ 3,049,000$ 3,580,000$ 4,478,000$ 2,572,000$ 1,721,000$ 1,501,000$ 1,257,000$ 26,785,000$ 22.2%2015 1,455,000$ 1,551,000$ 1,678,000$ 1,648,000$ 3,183,000$ 4,202,000$ 3,159,000$ 4,789,000$ 3,078,000$ 3,150,000$ 758,000$ 2,180,000$ 30,831,000$ 15.1%2016 879,000$ 2,104,000$ 1,876,000$ 2,681,000$ 2,518,000$ 3,538,000$ 5,536,000$ 5,818,000$ 3,580,000$ 2,445,000$ 1,589,000$ 2,100,000$ 34,664,000$ 12.4%2017 1,134,000$ 1,703,000$ 2,078,000$ 2,452,000$ 3,275,000$ 4,446,000$ 5,634,000$ 4,854,000$ 4,419,000$ 2,637,000$ 2,106,000$ 2,160,000$ 36,898,000$ 6.4%2018 1,421,000$ 2,153,000$ 2,219,000$ 2,276,000$ 3,469,000$ 4,510,000$ 5,614,000$ 4,853,000$ 3,893,000$ 2,277,000$ 1,946,000$ 2,042,000$ 36,673,000$ -0.6%2019 1,386,000$ 1,869,000$ 2,465,000$ 2,205,000$ 3,431,000$ 5,117,000$ 4,745,000$ 4,979,000$ 3,932,000$ 30,129,000$ -0.9%
% Chg -2.5% -13.2% 11.1% -3.1% -1.1% 13.5% -15.5%* figures are rounded to nearest 1000 ** Does not include room revenue generated from Online Accommodation Platforms
City of Vernon - Hotel Tax (MRDT) CollectionJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
2010 14,059$ 15,379$ 29,706$ 28,308$ 57,794$ 51,024$ 37,162$ 23,119$ 15,368$ 15,076$ 286,994$ 2011 13,981$ 16,742$ 17,222$ 21,907$ 30,889$ 36,343$ 53,694$ 55,604$ 39,460$ 28,493$ 16,975$ 16,847$ 348,157$ 2012 15,892$ 22,100$ 23,465$ 25,369$ 45,708$ 32,427$ 58,397$ 65,696$ 46,580$ 30,194$ 21,192$ 19,749$ 406,769$ 2013 16,026$ 23,734$ 19,140$ 40,284$ 24,869$ 57,577$ 58,946$ 75,141$ 46,233$ 28,396$ 25,351$ 22,798$ 438,495$ 2014 25,808$ 26,766$ 38,844$ 35,150$ 46,008$ 60,983$ 71,609$ 89,568$ 51,431$ 34,414$ 30,019$ 25,148$ 535,747$ 2015 29,094$ 31,022$ 33,555$ 32,953$ 63,651$ 84,035$ 63,183$ 95,772$ 61,559$ 62,993$ 15,200$ 43,605$ 616,621$ 2016 17,589$ 42,075$ 37,521$ 53,626$ 50,353$ 70,758$ 110,712$ 116,351$ 71,608$ 48,902$ 31,770$ 41,991$ 693,256$ 2017 22,674$ 34,066$ 41,568$ 49,031$ 65,502$ 88,916$ 112,682$ 97,088$ 88,381$ 52,740$ 42,124$ 43,201$ 737,974$ 2018 39,259$ 59,773$ 61,597$ 63,211$ 96,600$ 125,757$ 156,731$ 135,348$ 108,478$ 63,207$ 53,951$ 55,525$ 1,019,437$ 2019 38,231$ 51,772$ 68,477$ 61,209$ 95,555$ 142,709$ 132,306$ 138,860$ 109,519$ 838,638$ *In 2018, MRDT increased from 2% of Room Revenue to 2.8% of Room Revenue
City of Vernon - Online Accommodation Platform (OAP) CollectionJan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
2018 15,758$ 15,758$ 2019 21,878$ 22,261$ 24,167$ 68,306$ **OAP room revenue began in October 2018. Revenue is received quarterly.
$-
$5,000,000
$10,000,000
$15,000,000
$20,000,000
$25,000,000
$30,000,000
$35,000,000
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2010 2011 2012 2013 2014 2015 2016 2017 2018
Tourism Vernon: 365 Campaign Content Management Report - September 2019 Year-to-Date Social Performance
Key Metrics July 2019 August 2019 September 2019
Total Facebook Followers
12,702 12,846 12,918
Facebook Followers Gained 236 144 72
Facebook Total Reach 269,967 197,302 167,250
Facebook Engagements 24,034 19,618 19,888
Facebook Engagement Rate %*
8.90% 9.94% 11.89%
Facebook Average Cost per Engagement
$0.23 $0.20 $0.20
Facebook Average Cost per Click $0.55 $0.51 $0.59
Facebook Link Clicks 6,679 5,319 4,594
Total Instagram Followers
7,850 8,250 8,957
Instagram Followers Gained 400 400 707
Instagram Total Reach 165,922 74,994 61,587
Instagram Post Engagement 41,248 22,745 19,392
Instagram Engagement Rate 24.85% 30.32% 31.48%
Instagram Average Cost per Engagement
$0.04 $0.06 $0.07
Total #exploreVernon Uses
21,985 22,675 23,404
Note: Engagement rate has been calculated by engagements divided by reach.
This document was prepared by Kelly Cubbon. 1
September Advertising Spend
Total Spend $5,416.15
Facebook Spend $4,062.10
Instagram Spend $1,354.05
Average Cost per Engagement
$0.13
September Geographic Comparison
Facebook September Canada
September US
Facebook Total Reach 138,179 29,071
Facebook Post Engagement 16,381 3,507
Facebook Engagement Rate 11.85% 12.06%
Facebook Average Cost per Engagement $0.19 $0.25
Facebook Average Cost per Click $0.55 $0.77
Link Clicks 3,813 781
Instagram September Canada
September US
Instagram Total Reach 50,140 11,447
Instagram Post Engagement 15,513 3,879
This document was prepared by Kelly Cubbon. 2
Instagram Engagement Rate 30.93% 33.88%
Instagram Average Cost per Engagement $0.07 $0.08
September 2019
This month, engagement rates increased, costs per engagement remained stable, and engagement numbers were on par with August. However, overall reach was lower, and it was noted that no individual posts exceeded 1,000 engagements or more. This aligns with an overall trend of decreasing reach on Facebook over the past few months that many clients using the platform are noticing. Facebook recently made a switch to their algorithms to surface friends and family content above brand content. All top posts were Alberta market posts, which marks a change from seeing B.C market posts as runaway successes.
Top Posts
1.
This document was prepared by Kelly Cubbon. 3
The top Facebook post of September targeted the Alberta market, earned 650 engagements, a reach of 3,477, and a cost of $0.07 per engagement. The seasonal red plaid, active person in the foreground engaging in apple picking, and the patterns of fruit trees add up visual elements that make this post enticing. In the comments, many people shared enthusiastic comments and remarked on the pretty photo.
2.
The second-strongest post once again targeted Alberta, and earned very similar results to the top post of September. It had 649 engagements, a reach of 3,569, and a cost of $0.08 per engagement. The striking contrast of teal water and yellow kayak made this a stand out
This document was prepared by Kelly Cubbon. 4
photo. When paired with a cheeky caption, it did a great job of capturing the first week of September feelings. Many people commented on the remarkable colour of the water
Learning Opportunities
1.
The lowest performing Facebook post of September was an Ontario Click-to-Web ad that earned 14 link clicks, 1,630 reach, and cost $0.95 per result. As mentioned in the past - far away provinces with similar amenities (such as lake culture they are proud of) tend to be less incentivised by more generic lake imagery. Additionally, there are opportunities here to build up a more specific story around the experience of biking and heading to the beach. A multi-photo post or video could be ways to help the visitor see a dynamic and enviable experience.
This document was prepared by Kelly Cubbon. 5
2.
The second-lowest Facebook performer was another Click-to-Web, this time targeted at the Saskatchewan audience. The image is strong, and would likely have performed very strongly on Instagram. However, a combination of fairly generic messaging and a more challenging market to target contributed to these lower results. It would be prudent to analyze the points in the customer journey cycle that Vernon content can address with Prairie markets in order to improve results.
This document was prepared by Kelly Cubbon. 6
Instagram September 2019
This month, the top two posts targeted the Alberta market, while the bottom two posts targeted the Saskatchewan market. Followers and engagement percentages increased, while reach and engagements decreased slightly. Overall costs per engagement did increase but there were some interesting results in the breakdown. Ontario Instagram posts were the cheapest, while Alberta and B.C were on par. Unsurprisingly, Saskatchewan posts were the most expensive due to lower reach.
Top Posts
1. The top Instagram post of September targeted the Alberta market and earned 825 engagements, a reach of 6,116, and a cost of $0.07 per engagement. The image did a beautiful job of capturing the joy of being outside and catching the last warm afternoons before the seasons truly change. The friends and their dog in the foreground seem to say ‘come explore with us!’ while a peak of the lake and landscape in the background help show off the surrounding area.
This document was prepared by Kelly Cubbon. 7
2. The second most successful Facebook post of the month also targeted Alberta. It showed a quintessential Canadian fall activity - apple picking. The lush greens and blues grab viewers' attention, while the ladder hints at the activity and/or photo opportunity this provides for potential visitors.
This document was prepared by Kelly Cubbon. 8
Learning opportunities
1. A notable underperforming Instagram post for September, was a mountain-biking post aimed at the Saskatchewan audience. It earned 120 engagements, 1,059 reach, and the cost of $0.12 per engagement. While it’s a great photo, the caption provides no sense of urgency or valuable information about the experience. A take away from this, is to include unique and interesting information about Vernon experiences to help build up awareness about why it’s a place worth travelling to for mountain-biking.
This document was prepared by Kelly Cubbon. 9
2. The second-lowest Instagram performer was also targeted to Saskatchewan, and interestingly enough was the same image and caption that was the top post of the month when targeted to Albertans. This provides a great comparison to highlight which factors contributed to strong or weak performance respectively. While we know the image is strong, the travel incentive to enjoy an evening hike in Vernon seems to not be particularly relevant to Saskatchewaners who are more loyal to their local landscapes and experiences.
Key Insights
- Overall we saw a decrease in reach and engagements compared to the peak months of June and July. Facebook’s recent algorithm changes could be a key factor in this lower total, however we will continue to monitor in the next few months and adjust audiences where possible.
- While overall reach was down on Facebook and Instagram, Engagement rate increased for both channels showing a more engaged audience. - As we build a stronger content library using local photographers, strong imagery that is targeted to specific experiences will continue to help in increasing both reach and engagement.
This document was prepared by Kelly Cubbon. 10
Tourism Vernon: 365 Campaign Content Management Report - October 2019 Year-to-Date Social Performance
Key Metrics August 2019 September 2019
October 2019
Total Facebook Followers
12,846 12,918 13,065
Facebook Followers Gained 144 72 147
Facebook Total Reach 197,302 167,250 212,791
Facebook Engagements 19,618 19,888 21,821
Facebook Engagement Rate %*
9.94% 11.89% 10.25%
Facebook Average Cost per Engagement
$0.20 $0.20 $0.18
Facebook Average Cost per Click $0.51 $0.59 $0.48
Facebook Link Clicks 5,319 4,594 5,620
Total Instagram Followers
8,250 8,957 9,288
Instagram Followers Gained 400 707 331
Instagram Total Reach 74,994 61,587 115,204
Instagram Post Engagement 22,745 19,392 28,113
Instagram Engagement Rate 30.32% 31.48% 24.40%
Instagram Average Cost per Engagement
$0.06 $0.07 $0.05
Total #exploreVernon Uses
22,675 23,404 24,160
Note: Engagement rate has been calculated by engagements divided by reach.
This document was prepared by Kelly Cubbon. 1
October Advertising Spend
Total Spend $5,415.85
Facebook Spend $4,061.80
Instagram Spend $1,354.05
Average Cost per Engagement
$0.11
October Geographic Comparison
Facebook October Canada
October US
Facebook Total Reach 175,296 37,495
Facebook Post Engagement 17,968 3,853
Facebook Engagement Rate 10.25% 10.27%
Facebook Average Cost per Engagement $0.17 $0.23
Facebook Average Cost per Click $0.44 $0.69
Link Clicks 4,752 868
Instagram October Canada
October US
Instagram Total Reach 96,976 18,228
Instagram Post Engagement 22,716 5,397
This document was prepared by Kelly Cubbon. 2
Instagram Engagement Rate 23.42% 29.60%
Instagram Average Cost per Engagement $0.05 $0.06
October 2019
This month, reach, engagement, and link clicks all increased while engagement rates remained stable at around the 10% mark. This improvement in reach was great to see after a general trend of decreased reach on Facebook as a platform in 2019. Overall costs decreased slightly from the previous month. Notably, Ontario targeted ads were most efficient in terms of cost per engagement while ads with the strongest engagement results were mostly targeted at the Alberta audience. Colourful images with warm tones that evoked the fall season were used whenever possible to capture attention and bring awareness to Vernon as a wonderful place to travel all year round.
Top Posts
1.
This document was prepared by Kelly Cubbon. 3
The top Facebook post of October targeted the Alberta market and received
970 engagements and 3,384 reach at a cost of $0.05 per engagement. The gorgeous fall photo showcased the lakes and mountains of the region with the leading lines of the
This document was prepared by Kelly Cubbon. 4
pathway seeming to invite the viewer to come explore on their own outdoor adventure. Many people left joyful positive comments.
2.
The second most successful Facebook post used the same stunning image but had altered copy to target the US audience. We don’t typically see US targeted posts amongst the top performers, but the image and action words (must-see, celebrate) in the copy helped propel it to the top. This post received 786 engagements and 2,606 reach at a cost of $0.06 per post engagement.
This document was prepared by Kelly Cubbon. 5
Learning Opportunities
1.
The two lowest Facebook performers of October were both CTW ads that featured the same photo of a couple on a platform overlooking a lake. While the photo displayed beautiful fall foliage, it’s impact was limited by the smaller horizontal image preview of this ad format.
This ad was targeted at the Ontario audience. It received 9 clicks (results) and 1,229 reach at a cost of $0.97 per engagement.
This document was prepared by Kelly Cubbon. 6
2.
This iteration of the ad was targeted at the Saskatchewan audience. It earned 16 clicks (results), and 1,506 reach, also at a cost of $0.97 per engagement. A takeaway from this, is that the caption was too passive and not specific enough to prompt action (clicks) from the audience. There were no comments on either iteration of the ad so it was difficult to discern the value to the audience. In all likelihood, this ad was too generic to stand out, engage with, and start meaningful conversations.
This document was prepared by Kelly Cubbon. 7
Instagram October 2019
There was a significant increase in reach this month, likely due to the visual strength of the top performing ads, as well as an increase in engagements. New follower numbers were down, but for a full explanation of this it would be important to cross reference this report with Tourism Vernon’s always-on social report in order to compare results and tactics as social posts and ads both contribute to the following number. In keeping with a pattern that has been developing over the past few months, the top 2 posts were both Alberta targeted and the bottom 2 were targeted at Prairie provinces.
Top Posts
1.
The top Instagram post of October used the stunning nature photo that also earned positive results in Facebook ads. This ad was targeted at the Alberta audience, and earned 1,293 engagements and 9,978 reach at a cost of $0.03 per post engagement. The caption was simple in order to let the magic of the photo speaks for itself. Many people reacted with positive comments or emojis.
This document was prepared by Kelly Cubbon. 8
2.
The second most successful October Instagram post was also targeted at Alberta. It featured an image of a pumpkin pumpkin patch in the foreground and rolling hills in the background with a simple question for the audience. Many people jumped in to share what they like about October and how they’d describe the month. This post received 1,198 engagements and 10,736 reach at a cost of $0.05 per post engagement. Alberta
This document was prepared by Kelly Cubbon. 9
Learning opportunities
1.
The two lowest performing Instagram ads of October featured the same image of a couple cycling the Okanagan Rail Trail. This version was targeted at the Saskatchewan audience. It received 176 engagements and 1,315 reach at a cost of $0.11 per post engagement. Horizontal photos rarely perform as strongly as vertical photos on Instagram, but this asset was used because it showed the location in a seasonally appropriate manner. It will be useful to gather shoulder season images that are more effective for social media best practices for future use.
2.
This document was prepared by Kelly Cubbon. 10
This iteration of the Instagram ad was targeted at the Manitoba audience. It earned 189 engagements and 1583 reach at a cost of $0.08 per post engagement. As discussed in the past, it’s challenging to get strong results with Prairie provinces due to several factors: the strong local lake culture that already exists there and it’s less likely they’ll travel to Vernon due to length and cost of the journey.
Key Insights
-Photo quality continues to be one of the key markers of post success. With the content created by Jordan Mcgrath, future summer and fall photos will have a strong starting point.
-Overall, we saw a big bounce back in total reach for both Facebook and Instagram in October compared to the previous two months. Total post engagements and #explorevernon hashtag uses also continued to grow at a steady pace.
- As the season shifts into winter, we recommend shifting some of the budget from Ontario posts that don’t perform as strongly to the more local BC, Alberta and US markets who are more primed to make a short trip based on conditions.
This document was prepared by Kelly Cubbon. 11