TOTA 2010 Fall Consumer Marketing Campaign
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Dear %firstName%;
The Thompson Okanagan Tourism Association is very pleased to announce the Fall Consumer Marketing Campaign which will launch at the beginning September. The Fall Campaign marks a new direction in our Tourism Partner Program integrating traditional print media with online and creating regional stories around a common theme.
This year's Fall Marketing Campaign will run for 10 weeks and incorporates a variety of mediums. The creative will profile our shoulder season and is targeted to short haul travellers from BC and Alberta, however with online paid media as well as an emphasis on Facebook, Twitter and blogging, we anticipate a far greater audience reach will be achieved.
This fully integrated campaign consists of 4 marketing mediums: print, digital media, social media channels, and a public relations program. Target print media properties include: Vancouver Sun, Calgary Herald, Up! Magazine, and Savour Magazine. Target digital media properties include: Canada.com, Trip Advisor, Expedia, Real Golf, and the Food Network. The social media channels will incorporate Facebook advertising, Twitter updates, and a Blogger Relation program. Click to download the full Fall Campaign overview.
Finally, our public relations program will include press releases pushing regional stories to travel media both online and in print.
All of the mediums will direct the consumer to a single Campaign landing page. From this landing page consumers can click directly onto your website, read the experiences posted by both paid and unpaid bloggers and professional journalists, view packages offered directly to consumers, and explore and educate themselves on the tourism and hospitality industry within our region.
There are a number of ways in which you can participate in the Fall Marketing Campaign including (click to download a contract):
1. Partner Listing - $500.00
- Listing on Campaign Landing Page – Links directly to your home page
2. Deluxe Package - $5,000
- Listing on Campaign Landing Page – Links directly to your home page
- Display ad and offer on Landing Page – Links directly to your home page /offer can be adjusted during the 10 weeks
3. Premier Package - $15,000
- Listing on Campaign Landing Page – Links directly to your home page
- Display ad and offer on Landing Page – Links directly to your home page /offer can be adjusted during the 10 weeks
- Top Banner – Rotating offer feature on campaign landing page – Links directly to your home page
- Print and Editorial /Advertorial call out with unique measurable URL linking to your site
4. Gold Package- $20,000
- Listing on Campaign Landing Page – Links directly to your home page
- Display ad and offer on Landing Page – Links directly to your home page /offer can be adjusted during the 10 weeks
- Top Banner – Rotating offer feature on campaign landing page – Links directly to your home page
- Print and Editorial /Advertorial call out with unique measurable URL linking to your site
- Rotating Feature box on Landing Page in the Theme Section
- Guaranteed inclusion in the pairings both in print and online editorial and advertorial featuring content
Fall in the Thompson Okanagan is a popular season however there is capacity to grow this period significantly. Focused on adults and couples travelling without children and speaking to the markets through 4 distinct mediums the estimated reach for this campaign is 4,300,000 (impressions/circulation). In addition, participants will be provided metrics at the end of the campaign including number of visits to the landing page and details of the where the traffic came from. Unique URL’s will be used in the various print campaigns again enabling metrics to be collected.
For more information or to take advantage of any of the great opportunities in the Fall Campaign contact our North American Consumer Marketing Specialist; Ellen Walker Matthews at ematthews@totabc.com or 250-860-5999 ext 104 or Gary Aldus at galdus@totabc.com or 250-377-4383.
Deadline for participation is August 30th 2010.