1. DESTINATION CAPE BRETON ASSOCIATION
2012 RECAP
2013 MARKETING GOALS

2. OVERVIEW Update on 2012 Visitor Services Goals
Update on 2012 Product Development Goals
Update on 2012 Marketing Goals
Overview of 2013 Marketing Goals

3. VISITOR SERVICES

4. Visitor Services Goals 2012
Consultant to be hired and go forward plan developed
awaiting final review 2012 season and findings
Increase the number of visitors to our VICs by 10%
18% increase achieved
Conduct one Industry and one Travel Counsellor Fam Tour.
VIC Familiarization Tour – 27 operators provided insight to our 22 participants on what visitors will see and do in Cape Breton 2012.
For the first time we used a bus for the FAM tour and were able to use drive time by having operators and product groups do presentations on the bus while we travelled.
Core VIC staff participation in Storytelling Workshop
Completed.
Core VIC staff given additional technology training
Completed

5. visitor services goals 2012 cont.
Collect data on what collateral our visitors want and use
See next slide for details
Marketing and Visitor Services developed online fulfillment package to meet enquiries year round
Completed
Conducted one industry professional development sessions to reinforce a tourism culture in Cape Breton
Completed, Inverness Service Industry Initiative

6. Visitor Services Goals 2012
Visitors want the following data and collateral:
Provincial and Regional Travel Guides and Maps (Doers and Dreamers, Festivals and Events, Cape Breton Travel Guide)
Internal calendar of events printout very useful to the visitor
Brochures based on key travel motivators (Motorcycle Guide, outdoor activities, local walking maps, artisan map, hiking trails, Taste of NS Guide)
Staff frequently print maps from Google maps to satisfy demand/requests for local street maps
Major Attractions
Fortress of Louisbourg, Alexander Graham Bell Museum, Miner’s Museum, Cape Breton Highland’s National Park, etc.
Other Destinations
Halifax, South Shore, Fundy Shore, NFLD, NB, & PE
Ferry schedules
Decrease in the use of traditional rack cards

7. Additional initiatives
Exit surveys being conducted – see next slide for results
Social media training with staff has been completed
Training done on creating Personal Brochures on cbisland.com itinerary builder tool
Partnership with CB Highlands National Park in Ingonish being explored to operate under the DCBA/Provincial umbrella for 2013
Continued partnership with Cruise Ship Information Kiosk with Golden K
Total Cruise ship passengers landed in  86,662
42 Festivals provided assistance through the Provincial Festival and Event Marketing Assistance program
Lure text updates for Doers and Dreamers

8. Visitor Exit surveys
QR codes and survey info provided to visitors by VIC staff
2012 Survey timeframe August 25 – October 15
30 surveys received 2012
Process just completed end of season
The survey platform is now complete and will be available for the full 2013 season

9. Visitor Information Centre Stats YTD
Visitors
Change from 2011
Baddeck
22,050
+6.8%
Cheticamp
14,407
-10%
Inverness
5,817
+35%
Louisbourg
6,575
-5%
Margaree
7,256
+5.4%
St.Peter’s
13,674
-1.5%
Sydney
19,291
+26%
Halifax
9808 -
YTD TOTAL
98,878
+18%

10. Cape Breton Visitor Information Centres - Place of Origin stats
Visitors self identify their place of origin.

11. Halifax Kiosk – Visitors Place of Origin
Nova Scotia 14%
Other Atl. Canada 2%
Ontario 28%
Quebec 7%
Western Canada 13%
United States 21%
International 14%
Opportunity to influence exists – Ontario, US & International Visitors

12. PRODUCT DEVELOPMENT

13. 2012 product development goals
Work one-on-one with operators who have undergone a ’12 essentials’ assessment to help them identify their experience’s strengths and weaknesses. Support their efforts in enhancing their existing product offering.
Deliver 5 industry workshops on topics such as experiential tourism and packaging.
Increase the number of partners who participate in training and educational opportunities by 50% (Edge of the Wedge, GMIST, best practices missions and market readiness programs), and ensure that all opportunities are promoted through
Increase the number of purchasable market-ready experiences on novascotia.com, cbisland.com and in print collateral by 30. By delivering workshops and providing tourism advice to private sector partners, we will aggressively work with partners to create purchasable experiences in support of our core experiences / travel motivators.
In addition to working to develop and enhance product for the tourist coming “today,” DCBA also plays a role in ensuring that infrastructure growth is ongoing Island wide through participation with Island wide organizations which include the Port Authority, McCurdy Airport, Sydney and Area Chamber of Commerce, and Cape Breton Partnership as examples.

14. Goals cont’d
Support 20 operators to participate in Tourism Technology, a website enhancement program delivered in partnership between the Tourism Atlantic branch of ACOA and the Atlantic Provincial tourism industry associations.
Opportunity Assessment of the Tourism Product in designated areas by Roger Brooks
In order to ensure that we have the proper in-house capacity to deliver product development initiatives, the hiring of consultants may be deemed necessary, in addition to mentorship with the province.
Deliver the Strategic Tourism Expansion Program (STEP) for two communities. STEP is designed to close the gap in tourism communities by assisting communities in becoming sustainable tourism destinations and accelerating the exposure of experiential tourism techniques and formulas to a wider audience of tourism entrepreneurs and influencers.
Offer the Accelerated Market Readiness Program (AMR) to operators (Target 10). AMR refers to a business improvement program that offers individual tourism operators the ability to increase their standards of excellence and be more responsive to emerging tourism trends in an inexpensive and timely manner.
Deliver a story-telling seminar

15. Work one-on-one with 15-20 operators who have undergone a 12 ESSENTIALS assessment
15 one-on-one reviews completed to date:
CBRM:
Old Sydney Society (both Museum experience and Ghost Tour experience)
Cape Breton Centre for Craft & Design,
Fortress of Louisbourg Association,
Sydney Port Corporation,
Beggar’s Banquet,
Two Rivers Wildlife Park,
Cape Breton Fossil Centre,
Cape Breton Miner’s Museum,
Inverness County:
FireHouse Ironworks,
Ann Schroeder Studio,
Centre de Le Micareme,
Richmond County:
Guiding Lights of Isle Madame
Victoria County:
Alexander Graham Bell Museum,
Cape Breton Highlands National Park,
Glass Artisans Studio

16. DELIVER 5 INDUSTRY WORKSHOPS ON EXPERIENTIAL TOURISM AND PACKAGING
Total of 7 experiential tourism and packaging workshops delivered: (over 75 participants in total)
Sydney,
Inverness,
Saint Peter’s,
St. Ann’s,
Baddeck,
Membertou

17. Creating Visitor Experiences Workshop Participants
CBRM:
Shari  MacLeod, Cape Breton Centre for Craft and Design 
Stuart Critchley, Sydney Mines Heritage Society 
Lynn Baechler, Bras d'Or Lakes Biosphere Reserve Association 
Heather MacDougall, CBRM 
Tom  Miller, Cape Breton Miners Museum
James Kerr Cape Breton Miners Museum
Lloydette MacDonald, Louisbourg Economic Development Society 
Ardith Fillmore, Sydney Ports Corporation 
Emily  MacDonald, Integral Geomatics 
Jessica Klein-Herenbrink, Bras d'Or lakes Watershed Interpretive Centre 
Diane McKay, Sydney Ports Corporation
Gary Pardy, Integral Geomatics 
Jennifer LeBlanc Old Sydney Society
Kenny Boone 
Virginia  MacIsaac, Relative Productions/CMIC Archives
Victoria County:
Cindy McCready, Trailsman Motel 
Grant Haverstock, Firehouse Ironworks 
Debbie  Gale, Silver Dart Lodge 
Bev Bryson, Amoeba Sailing Tours 
Madeline Harvey, Parks Canada 
Sandy Hudson, Municipality of Victoria County 
Nona MacDermid, Municipality of Victoria County 
Caroline Vassallo, Destination Cape Breton 
Kelsey Peters, Destination Cape Breton
Kristin McInnis, Flourish Management Consulting 
Angus MacLeod  
John Roberts, Leather Works 
Marion  Thompson, Leather Works

18. Creating Visitor Experiences Workshop Participants Cont.
Inverness County:
Gloria DeBaie, Tears of Glass
Brenda Reichel, Tears of Glass
Patrick MacDougall  
Meghann  Dunphy, Cabot Links 
Susan Mallette, Municipality of Inverness/Port Hood 
Eleanor  Ryan ,Gables Motel 
Laura Gasiliausraite ,Judique and Area Development Association
Dwayne  MacEachern, Judique and Area Development Association
Helena & Louis Burke, Little Pond Stables Inc. 
Shannon MacDougall, Ceilidh Tent & Event Rentals
Donna  MacDonald, Municipality of Inverness
Monique Aucoin, Centre de la MiCareme 
Richmond County:
Jeff Stanley
Denise Blanchard-Carpentier (NS Tourism)
Marg Herdman
Roberta Paton
Sarah Nettleton
Rhoda Gillet
Michelle Richards
Laken Delorey
Greg Silver
Celtic Heart Product Group
Rodney Chaisson
Pauline MacLean
Katherine MacLeod
Tracey MacNeil
Mary Pat Mombourquette
Yvette Rogers
Colin MacDonald
Gail Montgomery

19. Increase of 56% to date over 2011.
INCREASE THE NUMBER OF PARTNERS WHO PARTICIPATE IN TRAINING AND EDUCATIONAL OPPORTUNITIES BY 50%
14 GMIST participants in 2012
Colin MacDonald, Gaelic College
Pauline MacLean, Highland Village
Sharon Paul, Eskasoni
Jamie Doyle, Membertou
Robert Slade, Wagmatcook
Jennifer LeBlanc, Old Sydney Society
Kelsey Peters, DCBA
Ida LeLièvre (en français)
Mariève Thérriault (en français)
Diane Poirier (en français)
Sara Nettleton, Rock Loaf Farm
Robin Mombourquette, Richmond County
Margaret Hurdman, Guiding Lights of Isle Madame
Greg Silver, Cape Breton Sailing Charters
Best Practices attendees
Experiential Cuisine
Scott Morrison, Flavor
Earlene Busch, Chanterelle Country Inn
Meetings and Conventions
Mary Tulle, DCBA,
Paul Carrigan, Sydney Port Corporation
Paul MacDonald, Centre 200
Cathy MacKenzie, ECBC
Alex Paul, Membertou Trade and Convention Centre)
Adventure Tourism
Kelsey Peters, DCBA
Tera Lee – Framework Cycle & Fitness
Increase of 56% to date over 2011.

20. INCREASE THE NUMBER OF PURCHASABLE MARKET-READY EXPERIENCES ON ONLINE AND IN PRINT BY 30.
Increase in online experience and package listings by more than 50
Experiences and Packages booklet (two runs; more than 30 participants)

21. Online Experience and Package Listing
Rising Tide Expeditions
Glenora Inn & Distillery
Fortress of Louisbourg Association
Eskasoni Cultural Journeys
Highland Village
Féis an Eilein
Alexander Graham Bell Museum
Cape Breton Miner’s Museum
FireHouse Ironworks
Ann Schroeder Studio
Baddeck Gathering Ceilidhs
Cape Breton Centre for Craft & Design
Silver Dart Lodge
Normaway Inn
Point of View Suites
Old Sydney Society
Fortress of Louisbourg National Historic Site
Cabot Links
Bell Bay Golf Club
LePortage Golf Club
Velo Cape Breton
Cape Breton Sailing Charters
Bras d’Or Lakes Inn
Ameoba
Cabot Trail Motel
Island Sunset Resort
Cape Breton Fossil Museum
The Lakes Golf Club
Dundee Golf Club & Resort
Donelda’s Puffin Boat Tours
Castle Moffett
Baddeck Forks Golf Club
Cape Breton Resorts
Right Some Good
Great EARTH Expeditions
Chanterelle Inn
Keltic Lodge
Hike the Highlands
Highlands Links
North River Kayak Tours
Cape Breton Highlands National Park
Gaelic College

22. Experiences and Packaging Booklet
Celtic Colours
Point of View Suites
Glenora Inn & Distillery
Baddeck Gathering Ceilidhs
Alexander Graham Bell Museum
Cape Breton Centre for Craft & Design
Eskasoni Cultural Journeys
Fortress of Louisbourg National Historic Site
FireHouse Ironworks
Cape Breton Miner’s Museum
Highland Village Museum
Féis an Eilein
Silver Dart Lodge
Normaway Inn
Donelda’s Puffin Boat Tours
Velo Cape Breton
Island Sunset Resort & Spa
Bras d’Or Lakes Inn
Cape Breton Resorts
Cabot Trail Motel
Cape Breton Sailing Charters
Castle Moffett
Cabot Links
The Lakes Golf Club
Bell Bay Golf Club
LePortage Golf Club
Dundee Golf Club & Resort
Right Some Good
Gaelic College
Cape Breton Highlands National Park
North River Kayak Tours
Keltic Lodge Resort & Spa
Chanterelle Inn
Highlands Links

23. Support 20 operators through website (re)development (TT.com)
20 operators are currently going through the program including:
Richmond County:
A B&B by the River
Village on the Canal Association
Inverness County:
Maritime Inns & Resorts
Glenora Inn & Distillery
Doug Fraser Art
The Clove Hitch
CBRM:
Martin Arms
Feis An Eilein
Old Sydney Society
Membertou Heritage Park
Cape Breton Miners Museum
Sydney Mines Heritage Society
Victoria County:
Cabot Shores Wilderness Resort
Cabot Trail Motel
Castle Rock Country Inn
Baddeck Marine
Gaelic College of Arts & Crafts
Colouratura Art Gallery
English Country Garden B&B
Lantern Hill & Hollow

24. DELIVER AN OPPORTUNITY ASSESSMENT OF THE TOURISM PRODUCT IN DESIGNATED AREAS BY ROGER BROOKS
Cabot Trail Reassessment and Ceilidh Trail Assessment took place between September 13th- September 18th
Community workshops:
Cabot Trail: Sept. 19th, 2012
Ceilidh Trail: Sept. 20th, 2012

25. Roger Brooks Cabot Trail Workshop Participants
Anita Coady, MADA
Jillian Cormier, Inverness County Centre for the Arts
Diane Poirier, Co-op Artisanale
Leandre LeBlanc, Le Centre de la Mi-Carême
Denise MacLeod, Silver Dart Lodge
Eliot Frosst, personal / Ross Ferry Stewardship Society
Ruth Schneeberger, Big Intervale Fishing Lodge
Marie Aucoin, Media - The Participaper for the Municipality of Inverness County
Margie Beaton, Gaelic College
Mariève Therriault, Cape Breton Highlands National Park
Simone Boudreau Parks Canada, CBHNP
Anna MacDonald, Gaelic College
Gena Briand, Cape Breton Highlands National Park
Cathy Aucoin, Parks Canada
Angelo Spinazzolo, North River Kayak
Tours Elaine Wallace, Parks Canada
Ian A. Green, North East Highlands Chamber of Commerce
Manon Cuthbertson, Parks Canada - Cape Breton Highlands National Park
Donna Frizzell, Piper Pewter Inc
Lucille Timmons, Cabot Trail Facade & Streetscape
Sharon Harrison, Lantern Hill & Hollow
Nancy MacLean, Baddeck Gathering Ceilidhs
Jim Morrow, Bras d'Or Graphic Marketing/ Victoria Standard Newspaper
Lisette Bourgeois, La Société Saint-Pierre
Paul Gallant, CTACA - Chéticamp
Yvette McPhee, La Société Saint-Pierre
Helena & Louis Burke, Little Pond Stables
John Stinson, Old Miller Trout Farm
Robert Bernard, Wagmatcook Culture & Heritage Centre
Michael Bona, Wagmatcook Culture & Heritage Centre
Robert Slade, Wagmatcook CleanWave Restaurant
Catherine Ann Fuller, Dept of Economic and Rural Development and Tourism
Jim Morrow, Bras d'Or Graphics
Helen Sievers & Richard Roberts, Auberge Gisele's Inn
Polly Ann Macdonald, Nestle In B&B & Suites
Pat Stinson, Old Miller Trout Farm
Betty Finnegan, Bras d'Or Lakes Campground
Loreto Doyle, Cabot Trail Writers Festival
Vince Forrestall, Victoria County Naturally Active Physical Activity Strategy
Marie Aucoin, Media - The Participaper
Angela LeBlanc, Cajun Cedar Log Cottages
Donna MacDonald, Municipality of the County of Inverness
Cathy MacKenzie, ECBC
Blaine Gillis, Strait-Highlands Regional Development Agency

26. Roger Brooks Ceilidh Trail Workshop Participants
Donna MacDonald, Municipality of the County of Inverness
Cathy MacKenzie, ECBC
Blaine Gillis, Strait-Highlands Regional Development Agency
Ann Schroeder, Ann Schroeder Studio
Charlotte Miller, Strathspey Place
Geraldine Beaton, Municipality of County of Inverness
Laurel Browne, Witsend Farm Bed and Breakfast
Debra MacDonell, Strathespey Place
Anne Little, Municipality of the County of Inverness
Betty Ann MacQuarrie, MOS Pioneer Shrine
Wilson Cameron, Ceilidh Coastal Trail Association
Suzanne C. MacDonald, Mabou Village Gallery
Colin & Rachel MacDonald, Lighthouse Cottages
Frank Macdonald, The Inverness Oran
Kathy Hannigan, Cabot Links
Blaise MacEachern, Inverness County Destination Trail Project
Pauline MacInnis, Independent
Melissa MacInnis, East Novability
Kelly Austin, The Farmer's Daughter Country Market
Kay Robertson, Inverness County Centre for the Arts
Diane Mouland, Inverness Oran
Inez Forbes, Inverness Oran
Doug fraser, Doug Fraser Art Gallery
Kinnon Beaton, Celtic Music Centre
Patricia vanZutphen, Clove Hitch Bar & Bistro
Beth Ryan, The Refinery
Eleanor & Alex Ryan, Gables Motel
Caroline Cameron, Gaelic Council of Nova Scotia
Darlene Cameron, Inverness County Network Society
Alice Freeman, The Bear Paw Gift shop
Madonna MacInnis, Inverness Visitor Center

27. ROGER BROOKS’ RECOMMENDATIONS UPDATE
Cabot Trail
Temporary working group has formed to determine whether the need exists for a governing body moving forward
Cabot Trail industry/operator engagement session scheduled for March 2013 to determine what the Partners are already doing
Ceilidh Trail
Preliminary meeting took place February 2013
“They should begin their Cape Breton experience on the Ceilidh Trail, then go to the Cabot Trail.  Their experience will be richer and more enjoyable. Roger Brooks

28. DELIVER THE STRATEGIC TOURISM EXPANSION PROGRAM (STEP) FOR TWO COMMUNITIES
Louisbourg
Steering committee/chairperson in place
Workshops #1 and #2 complete
Reverse Best Practices took place Dec. 6th (representative from Tignish)
Community meeting took place Jan. 30, 2013
Six business people to attend Edge of the Wedge in April
Consultant draft #3 received (open to committee review and input)
Baddeck:
Steering committee/chairperson(s) in place
Workshop #1 complete

29. Committee members SynergyLouisbourg Baddeck committee to date
Jan Vickers, co-chair
Glen MacDonald, co-chair
Michael St-Denis, Alexander Graham Bell
Tom Wilson, Municipality
Anna MacDonald, Gaelic College
Denise MacLeod
Eddie Keeling
Katrina MacKenzie
Linda MacRae
Liz Grub
Paula Blashcheck
Tracey Dares MacNeil
Catherine Ann Fuller
Donelda MacAskill
Cathy MacKenzie, ECBC ex-officio
Kelsey Peters, DCBA
Dorothy Payne, Chair
Lloydette MacDonald, Coordinator
Cathy MacKenzie, ECBC ex-officio
Cindy Hynes, CBRM
Kelsey Peters, DCBA
Chip Bird (Parks Canada ex-officio)
Mireille Fiset, N.S. Economic and Rural Development and Tourism ex-officio
Lester Marchand, Parks Canada
Mitch McNutt, Fortress of Louisbourg Association
Jim DeVries, Lobster Kettle
Iris Stevens, Retired
Annette LeBlanc, Louisbourg Seafoods
Parker Bagnell, Heritage House B&B
Linda Kennedy, Point of View Suites
Michele Leamon, Louisbourg Playhouse
Garrett Bagnell, Youth
Darlene Bagnell, Visitor Information Centre

30. OFFER THE ACCELERATED MARKET READINESS PROGRAM (AMR) TO OPERATORS (TARGET 10)
Contracts Awarded
Harvey Sawler (Inverness County)
Laurel Reid (CBRM)
Consultations took place week of October 1st-5th
CBRM
Louisbourg Playhouse
Old Sydney Society
Cape Breton Centre for Craft & Design
Cape Breton Miners Museum
Sydney Port Corporation
Inverness
Celtic Music Interpretive Centre (value-added)
Centre de La MiCareme
Glenora Inn & Distillery (value-added)
The Clove Hitch
Inverness County Centre for the Arts
Les Trois Pignons

31. Deliver a Storytelling Workshop
5 storytelling workshops were held
Louisbourg,
Sydney River,
St. Ann’s,
Inverness,
St. Peters
52 participants in total

32. Storytelling Workshop Participants
Louisbourg VIC
Lawrence Burman, Fortress of Louisbourg
David Ebert, Fortress of Louisbourg
Lloydette MacDonald, Louisbourg Economic Development
Darlene Bagnell, Louisbourg VIC
Madeline Harvey, AGB Museum
Michael St-Denis, AGB Museum
Sydney River VIC
Juanita Morrison, DCBA
Megan MacDonald, Old Sydney Society
John Roberts, Leather Works
Marion Thompson, Leather Works
Phyllis Williams, Cossit House Museum
Nicole MacIntyre, Old Sydney Society
Janice Lawand, Cossit House Museum
Courtney Penney, Old Sydney Society
Danielle Dalton, Old Sydney Society
Nicole Baker, DCBA
Gaelic College
Cyndi Ingraham, Red Barn
Donna Gray, Red Barn
Beverly Marks, Red Barn gift shop
Lorna MacLean, Red Barn/Adventures East
Shelly Gillis, Adventures East
Katrina MacKenzie, Lynwood Inn
Leah Noble, Baddeck Marine
Chad Keen, Silver Dart Lodge
Margie Beaton, Gaelic College
Anna MacDonald, Gaelic College

33. Storytelling Workshop Participants Cont.
St Peters
Andrea Pottie, Bras d'Or Lakes Inn
Melanie Burke, MacBouch
Wendy Abbott, MacBouch
Shawna Prout, MacAskill House Museum
Micheline Boudreau, LeNoir Forge Museum
Hildred Sampson, Foodland
Germaine MacDonald, Mac's Celtic Gift Shop & It's Only Natural
Judy Madden, Nicolas Denys Museum
Lucille Martell, MacDonald Country Inn
Wilma Martell, Campbell's Dairy Freeze
Beate Hassold, A MacDonald Country Inn & Canal House B&B
Marlyn Nicholas, Chapel Island Craft Shop
Ann Marie Yorke, St. Peters VIC
Eva Landry, MacAskill House Museum
Brenda MacPhee, Foodland
Jeanette Arsenault, Forget Me Not gift shop
Inverness
Bhreagh MacDonald, Cabot Links
Charlotte Miller, Strethsprey Place
Ann Schroeder, Ann Schroeder Studio
Melissa MacInnis, Municipality Project
Geraldine Beaton, Municipality Project
Brenda Rachel, Tears of Glass Studio
Betty Walker, Tears of Glass Studio
Madonna MacInnis, Inverness Visitor Centre
Anna Lee MacEachern, Municipality of the County of Inverness
Anita MacLeod, Inverness Beach Village

34. MARKETING

35. RECAP - 2012 VISITATION GOALS
Increase occupancy by 1% / 8000 room nights
-1% over 2011 (Province is at -2% overall)
The trendline below shows visitation trends for Halifax, CBI and the province

36. NFLD 2012 VISITOR STATISTICS
Newfoundland and Labrador Campaign approximately $13M.
Occupancy result was .2% increase over 2011

37. PEI 2012 STATISTICS
“…tourism is looking at is hitting operators provincewide with a three per cent levy. A levy would bring in an additional $2.1 million into the tourism coffers, money that would be redirected back to the various regional tourism associations across the province for marketing and product development…Despite considerable investment to increase visitation outside of July and August there has been limited growth. And while promotions like Fall Flavours and the Festival of Small Halls are reporting record sales, those sales have only helped maintain visitation, not increase it.”
David MacKenzie, Deputy Minister of Tourism, PEI quoted in The Guardian – November 30, 2012

38. NB 2012 STATISTICS
New Brunswick sees no change in occupancy rate and 3% decrease in room nights

39. MARITIME OCCUPANCY / SPEND COMPARRISONS
Chart #1
Changes in occupancy from 2011 to 2012
Chart #2
Destination marketing spend for 2012 (MM)
Provincial tourism spends indicated are approximate
NB spend is not known and not reflected in chart 2

40. Internal Reviews ON OCCUPANCY
Internal reviews regularly conducted with operators
99 surveys complete
Operators who made business changes had significantly better results
Changes included
More social media
Increased online marketing
Change of staff
New products/experiences added
Region
% up or on par over 2011
Difference with Business Changes
Victoria County
70.3%
80%
CBRM
53.6%
83.3%
Richmond
43.8%
44.4%
Inverness
52.6%
66.7%
OVERALL
58.6%
71.4%

41. RECAP – 2012 MARKETING GOALS CNTD
Increase Experiential Icons visited by 5%
Fortress of Louisbourg National Historic Site : -4.8%
Cape Breton Highlands National Park: +5%
Alexander Graham Bell Museum : -1%
Highland Village : +2%
*Citadel Hill in Halifax experienced a decrease of 25% in over 2011

42. RECAP WEBSITE GOALS
Increase visitors serviced by cbisland.com by 15%
Web visits increased by 4.73%
Reduce bounce rate to under 30%
Bounce rate – 44.2%.
*Note: Bounce rate for the “awareness” campaign as recommended by our media consultants was considerably increased due to the impression based goals for this type of online buy. See comparison on next slide to our internal search based campaign.
Improve the ability to plan and book CBI vacations through cbisland.com
Trip planner and mapping function added as additions to website re-build. Implemented in June 2012.
Highlight and promote the 12 Essential Certified Experiences
No experiences received certification A revision of the certification process is under review for potential implementation in 2013 as a joint initiative of PD and marketing.

43. Web Stats Jan 1 – Dec 31 Total Visits Can Visits NS Visits NF Visits
Total Visits
Can Visits
NS Visits
NF Visits
Bounce
Duration
2011
101,692
67,226
31,110
795
42.27
3:46
2012
106,516
69,737
32,795
1508
44.20
4:03
Diff
+4.73%
-3.6%
+5.4%
+89.69%
+1.9%
+7.37%
 Campaign
Active Dates
# Clicks
Duration
Bounce
AdWords
8/ /31
6,257
4:11
40.1%
Awareness/Other
7/ /31
5,038
1:48
64.3%

44. 2013 PRIMARY MARKETING GOALS
Accommodations / Room nights
The average number of room nights sold from was 383,333.
The number of room nights sold in 2012 as 375,000.
The goal for 2013 is to bridge the gap between the 3 year average and 2012 by recovering 8,333 room nights which represents a 2% increase over 2012
Average spend per visitor party
The average spend per visitor party according to Travel Intentions Research was $804 for 2011 and $978 for 2012.
The goal for 2013 is $1125 (approx. 15% increase)
Experiential icon visitation
Fortress of Louisbourg National Historic Site: 15%
Cape Breton Highlands National Park: 5%
Alexander Graham Bell Museum: 3%
Highland Village: 3%

45. 2013 SUPPORTING GOALS Average length of stay Website improvements
According to Travel Intentions, average length of stay was 3.1 nights in 2011 and 3.7 in 2012.
The goal for 2013 is 4.3 nights (15% increase)
Website improvements
Increase in web visitation by 15%
Maintain a bounce rate of under 35% overall
Maintain a bounce rate of under 30% for PPC campaigns
Media attention
Capitalize on accolades to increase profile of CB Island
Work with diverse media contractors to increase earned media and profile of CB Island among top writers and publications

46. METHODS TO ACHIEVE GOALS
Marketing spend targeted on geographic areas that show greatest interest in CB travel through Google analytics and TIS
Media sources will be targeted to those showing high returns in recall and qualified web leads from 2012 analytics and Travel Intentions / Conversion study
Website to receive refreshed creative and upgraded landing pages for iconic experiences i.e. The Cabot Trail and Fortress of LB
VIC staff to receive consultative visitor interraction training to help support goals of increased stay and spend
Engagement of media specialists to increase profile and publicity
Industry Relations Representative hired to increase industry participation in marketing opportunities and experiential content on website

47. 2012 ADVERTISING results Spend % of Total Visitor Recall Newsprint
Spend
% of Total
Visitor Recall
Newsprint
$85,000
32.7%
22%
Television
(CTV destination promos)
$21,500
8.3%
52%
Radio
$41,500
16% 5%
Online
$50,000
23.1%
33%
Magazine / Specialty Publication
$62,000
23.8%
28%

48. 2012/2013 ROI $269,000 invested in advertising
42% Recall on advertising
73% of web visitors surveyed traveled to Cape Breton Island this season
Average spending per travel party was $ ($803 in 2011)
Revenues generated are estimated at $5,700,332.15
$21.16 ROI
*results compiled from Travel Intentions Survey data and website analytics

49. WEB VISITOR TRENDING 2013
Represents non-bounce visits from Jan 1 – Feb 28
Highlights include
Ontario visits up 49.6% over 2012
Nova Scotia visits up 9.6% over 2012

50. WEB VISITOR TRENDING 2013 Represents visits from Jan 1 – Feb 28
Highlights include
All visits up 21.8% over 2012
Non bounce visits 55.8% over 2012

51. 2013 TARGETED MARKETING CHANNELS
Online
Increase spend in Adwords
Increase spend in Novascotia.com
Retain Trip Advisor placement
Testing Saltscapes.com
Facebook / SM sites
Specialty Print
Doers and Dreamers
Saltscapes (take a drive)
Motorcycle Guide
Cape Breton Travel Guide
Newsprint
Chronicle Herald
Television
CTV commercials
Destination spotlights in sponsorship with the Province if available
OOH / Specialty promotions
Bus wraps in HFX area
Kiosk on the HFX waterfront
* Further advertising opportunities may be identified throughout the marketing season

52. Niche Products
Golf
Meetings & Conventions
Events
Cruise

53. Golf Cape Breton Update
Highlights of 2012 Plan
Increase in green fee rounds of 42.7%
52 media writers, 81 placements, 103,611,218 circulation, $4.2 million in earned media
Increase in website visitation by 38%
Increase in website pageviews by 36%
Website conversion rate of 25%
Highlands Links (#7) & Cabot Links (#9) named in Golf Digest’s list of Canada’s Top 30 Courses.
Highlands Links #4
Cabot Links #14

54. Meetings & Events, Cruise Update
Meetings and Events
5 CBRM partners participated in Best Practices Mission
Mobilize tourism committee with key stakeholders
Pat Lyall, CEO destination Halifax brought in to present to the partners 923) next steps required
Events Cape Breton registration has been transferred to DCBA
Recruitment for Events CB Executive Director managed by Wilson Executive Search and being lead by ECBC
Cruise
Visitation up 28.2%
Hop on Hop off tour product launched
Issues from cruise lines in 2012 being jointly addressed by Port, DCBA, Parks and shore excursion providers

55. QUESTIONS OR FEEDBACK? HAPPY TO HELP!
Mary Tulle
CEO
Noelle MacLean
Director of Marketing
Ross Hunter
Industry Relations
QUESTIONS OR FEEDBACK?
HAPPY TO HELP!