Tourism Calgary AGM, April 2012 Presentation by Michele McKenzie, President & CEO, CTC

The Stampede

25,000 photographs 1 hr+ HD footage

5 3D vignettes Calgary Stampede videos

New Yorker cartoons NYC chuckwagon

Funny or Die Matador

LXTV vignettes NBC 1st look commercials

Royal tour media event WTM event

ITB event Fashion Week stampede lounge

GoMedia stampede lunch Magazine ads

International campaigns Tour operator promotions

A lot done in a short time…

…partnerships and cooperation

were key

Making the traditional modern

Tourism Calgary’s ‘Calgary Night Out’

“Have you ever attended an event where you feel that your host and hostesses have

completely nailed it? Have you ever walked away from one such event and felt as if you

really have a greater understanding of a place and the people who live there?”

~ Al Dente blog

Looking ahead

Facing tough competition

as well as emerging ones… and the new Brand USA.

Well-funded traditional ones....

But also so many more travellers out there

International arrivals

Canada has the top country brand

…now is the time to capitalize on it

Travellers think ‘Canada’

International travellers’ awareness of destinations

Global Tourism Watch surveys, 2011

Need to get them started down the Path to Purchase

First…. ‘Canada or another destination?’

and then later… ‘which part of Canada?’

Collaboration will be important

especially alignment… …in-market …in branding

Atlantic Canada Nova Scotia New Brunswick Quebec Ontario Manitoba Alberta BC Montreal Toronto CTC

In-market – a UK example

13 tourism orgs selling 11 layers of Canada

Jan 23 Tourism Manitoba Media night Jan 24 & 26thth Travel Alberta Media events

Feb 7th – Atlantic Canada night Feb 6th – 9th Atlantic Canada Sales mission

Feb 20th – Tourism Quebec Just for Laughs Comedy night March 12-16: Travel Manitoba & suppliers Sales mission

March 15th – Travel Manitoba tour operator dinner March – Banff Lake Louise Tourism tour operator visits

March 27th Battle of the Blues – New Brunswick March 29th: SEC launch event, CTC

March 23-30: Vancouver, Whistler and Victoria Sales Mission April 12: Nova Scotia event around Titanic 3d film viewing

April 30th / May 1st Toronto media event May 18 – Chelsea Garden Festival fringe event by Quebec/ Alex. Reford

May 21 : CTC media event at UK Travellers Club May 22 : Quebec/Alex Reford talk at British Library

June 12 : Atelier des chef: Quebec event June 18 – 22 Ontario Sales Mission

June or July Edmonton Tourism and Jasper Tourism Sales Mission July 1st: Canada Day on Trafalgar Square

July 17th : Travmedia Canada event, led by CTC Aug 16th: CTC, QB, ALB, BC Ski Media event

Sept 8-11th – Banff Mission September 24th : Whistler Managers mission

October – Whistler GM’s mission October 16-17: Quebec Sales Mission

October 31st – Ski Media Event for Canada’s ski resorts with UK ski media pre London ski show October – Travel Alberta ski media and trade dinner during London ski show

November – World Travel Market, led by CTC November/WTM – Tourism BC pub night

December 12th – BACTA’s event, led by CTC

UK collision calendar: uncoordinated invitations to all these Canadian events/missions frustrates and confuses the local media/tour operators

Branding

Poor brand alignment can dilute our message

Alignment can make our message

so much more powerful

Travel Alberta & CTC partnerships have been a great model

Co-location in China

Frequent partnering on advertising

Brand alignment

Up ahead: the dreamliner potential

Potential boost for Calgary/Edmonton-sized destinations

Work together to make sure Canada is prepared and can take advantage of this innovation

www.corporate.canada.travel

follow me @CTCCEO