tourism british columbia-japan 2009 promotion highlights dec/08– sep/09
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Tourism British Columbia-Japan2009 promotion highlights
Dec/08– Sep/09
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Consumer Promotions
Canadian Dining “Whistler Café” in Naeba
Dec.20, 2008 – Mar.29, 2009
• Sponsored by Tourism BC, CTC, Tourism Whistler, Whistler Blackcomb, AC, Naeba Prince Hotel
• Posters, ski brochures, magazines, various collaterals, video
• Special Canadian menu, Illumination
• “Go Whistler” online campaign (2045 applications)
• “ Whistler Café Fair” (Jan.24-25) with free drink (1,500 guests)
• Whistler brochure distributed in 1000 room of Naeba Prince Hotel
• FM Yokohama “1 day report from Naeba”
• Café guests : 16,800, Naeba skiers : 1,3 million
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Consumer & Online Promotions
Vancouver Night event for e-magazine subscribers
Dec.24, 2008 18:00 – 21:00 in Tokyo (Aoyama)• 250 attendees from Tourism BC/AC’s e-magazine subscribers • Talk show by marathon celebrity• Live concert by duo who lived in Vancouver • Travel counter with 5 tour operators, BC, AC• BC wine, Whistler Water and light food• drawing (1 pair of free ticket, goods)
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Consumer Promotions
H1N1 Recovery & Awareness joint promotions (CTC, BC, AB, ON, AC)
Japan-Canada partnership 80th anniversary campaign • Newspaper ad : 5 columns/mono color x 7 newspapers July 03 (with royal family’s article) * Royal family visit (July 03-13) July 08 (with HIS ad for fall Canada) July 12 (with KNT ad for fall Canada)• Offer a pair of free business class tickets • July 01-15, 2009• 11,009 (online) + 8889 (postcard) = 19898 registered.
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Consumer Promotions Media coverage of Royal family visit to Canada (July 03-13, 2009)
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H1N1 Recovery & Awareness joint promotions (CTC, BC, AB, ON, AC)
In-Store promotion in July
NTA-Yokohama & TRAVEL CAFE
Consumer Promotions
In-store promotion with 5 tour operators with 200 retail stores in in eastern & western Japan
JTB, NTA, KNT, HIS, Club Tourism
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H1N1 Recovery & Awareness joint promotions (CTC, BC, AB, ON, AC)
In-Store promotion in July
JTB - Kyoto
JTB - Hiroshima
Consumer Promotions
JTB – Osaka
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Jul.18 issue (2P) Vancouver, Victoria, Whistler
Jalpak AdYVR 5-7days
JTB/Media AdYVR YYJ WHS 6days
H1N1 Recovery & Awareness joint promotions (BC& CTC)
Sankei living & Sakuraya Vancouver campaign (July/Aug)
Consumer Promotions
Same contents featured in their website
Coop with two tour operators
The message of “ Vancouver is the most livable city in the world “ is well received
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H1N1 Recovery & Awareness joint promotionsSankei living & Sakuraya Vancouver campaign (July/Aug)
Consumer Promotions
Aug.01 & 22 issueVancouverdining & shopping
In-store promotion at 29 Sakuraya electric stores in Greater Tokyo area• Brochure• BC Video• “ Let’s go to Vancouver ! ” prize campaign
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“Globe-Trotter” Online promotion
Consumer & Online Promotions
Period : Jun.29, 2009 - Feb.28, 2010Partnership with Tourism Vancouver and Tourism Whistler and AC.
• Tie-in with one of the most popular guide books and travel websites in Japan (average PV/month is 12,000,000)• Special 30P contents of Vancouver, Whistler and other BC information by theme and activities in summer and winter added to their BC destination page. • Offered two free trips to lady-bloggers, and reports were published in both of Globe-Trotter and Tourism BC’s blog site.• Present campaign x 3 times until Feb. 28 in order to increase the access
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Consumer & Online Promotions
Vancouver Marathon
Official Japanese website launched in FebProduced the promotional DVD
Race infoEventsCourse MapEntry instructionsRace FAQ2008 Photo gallery2008 results
2009 tour infoTips for runnersSuggested shops and restaurants
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Travel Trade PromotionsFams : West Coast 3 cities (Jun) Hiking in Whistler & Vancouver (Sep)
Education : Canada seminars in Tokyo & Osaka in April coop with CTC, AB, ON, Yukon and AC) TTL 244 attendees.
Publications : 2010 special “Let’s go to Vancouver, the host-city of2010 Winter Olympics & Paralympics)
E-News2010 travel trade e-newsletter Spring (Mar) Fall (Oct) Japanese version deployed
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Media RelationsPress Tours : Organized 6 press tours related 2010 coop with CTC (TTL 30 media) (1) Whistler & Vancouver-P2P opening: Dec, 2008 (3 newspapers, 1 website, 1 news agency) (2) Vancouver & Whistler : Feb, 2009 (1 newspaper, 2 websites) (3) Vancouver & Whistler : Apr, 2009 (5 magazines, 2 websites) (4) Vancouver Island & Vancouver : Jun, 2009 (3 magazines) (5) Vancouver & Whistler : Aug, 2009 (4 magazines,3 websites, 1TV,1 FM radio) (6) 100days count-down Vancouver, Victoria, Whistler : Oct, 2009 (2 news agencies, 1 TV/website)
Special editions & radio program underway Radio InterFM : 15min programs on every Saturday during Oct-Dec National Geographic -special Canada issue (160P incl. BC/38P) in Nov Tabi (Travel) magazine (BC/70P) in Jan Mainichi-ga-Hakken (Find new things everyday) magazine (BC/120P) in Jan
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Media Event – 2010 countdown
Feb.12 at Embassy (16:00-20:00)Organized by CTC, Tourism BC, Embassy150 media people attended Media coverage EAV : $789,000 (TV)+NP+online
Unveiling countdown board by Ambassador
Media briefing by CTC and TBC
Mascots photo session
Talk show with guests
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Media Coverage 2009
2009 Jan-Sep Media Coverage EAV C$ 6.7 million (only for countable coverage)
Fuji TV NHK
NW/DL in-flight magazine
2010 count-down event generated; TV 6 stasions-21 programs Newspapers 29 Online news 10
Nippon TV 4 programs (60min)
Nippon TV
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Online Promotions www.HelloBC.jp
Fresh content monthly, 43,000 monthly e-magazine“What’s New” site updated monthlyBlogs, Media coverage & links, Campaign links, Seasonal package tours links