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Tourism BC Asia 2007/8 Japan Taiwan Korea China Cindy Gobin Market Development Manager, Asia.

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Presentation on theme: "Tourism BC Asia 2007/8 Japan Taiwan Korea China Cindy Gobin Market Development Manager, Asia."— Presentation transcript:

1 Tourism BC Asia 2007/8 Japan Taiwan Korea China Cindy Gobin Market Development Manager, Asia


3 Whistler Café: Theme restaurant in Naeba Resort Online, PR, print advertising, editorial, media and travel trade events, brochure distribution Dec-April for 3 years Vancouver CaféThemed restaurant in Osaka One-month promotion with Air Canada Media and public relations events, online elements Integrated Consumer Promotions

4 FM Tokyo Radio Sunday Special program Vancouver Calling 3 x 1 hour programs: Summer Activities Aug. 5 BC Gourmet Oct. 28 Winter Ski/ResortJan. 13 shooting in Whistler Café in Dec FM Tokyo Vancouver Calling website featuring photos and stories.

5 Whistler Online promotion with Air Canada 2month promotion with All About – one of the biggest portal sites Questionnaire & prize featured Advertisement on top page of All About site and (Newspaper Co.) Link to the site of Tourism BC, AC, Whistler Café AC also launched their own Whistler online campaign from Oct.01 Maple Canada with added value items

6 Media Relations 2006 Media Coverage EAV C$18.5 million 2007 13 press tours including 4 BC Regions

7 Launched March 2004 Fresh content monthly 70,000 visitors per month 10,000 monthly e-news subscribers BLOGs Media links Campaign links Rated in top 3 of 45 foreign tourist office sites in Japan (Japan Tourism Marketing, May 2006)

8 Travel Trade: Trade Fams: Vancouver Island, Okanagan, Whistler, Vancouver EducationOver 20 seminars in 10 cities, reaching more than 500 agents Co-op promos:With 7 travel trade partners Japan Consumer Ski Research Publications: 9 new Japanese language publications in 2007


10 Loyal group of key travel trade accounts Promoting quality 7-8 day itineraries including: Vancouver Whistler Vancouver Island (Victoria, Salt Spring Island, Parksville, Campbell River, Tofino, Cowichan Bay) Thompson Okanagan (Osoyoos, Kelowna, Kamloops) Kootenay Rockies (Nelson) Advertising through newspaper, radio, trade magazines, magazines.. High Yield – FIT & Small Group Touring

11 C Pak Agency Consortium 7 Travel Trade partners Target: High end couples & families Features:Exclusive business class seats from China Airlines New itinerary featuring unique hotels & experiences in Whistler, Nanaimo, Tofino, Vancouver Activities:Combined travel trade and travel media fam tour Cooperative newspaper advertising Exclusive branded brochures for each agency Consumer seminars Online promotions Radio and print editorials

12 Consumer seminars Branded brochures

13 Fam tour

14 Advertising

15 Belle Yu Celebrity Endorsement Program 18 months Radio, TV, Print exposure


17 Consumer Research completed summer 2007 See

18 Korea

19 Travel Trade Training Road Show with Hana Tour On-line team training with Mode Tour Retail Agent Training Canada Specialist Agent Training Ski Agent Training West Coast 3-Cities Mission

20 Honeymoon Market Development Korea Honeymoon Agent FAM Honeymoon promotion: –Co-op advertising with 6 honeymoon specialist agents 2007 Weddex

21 Ski Marketing Ski seminars Print collateral for agents Co-op promotion with KS PARK and CMH Sejoong tour Whistler product ski brochure support Online promotions and influential blogger fam tour Media relations

22 Media/Public Relations Highlights Honeymoon Guide Book with Travie Vancouver, Victoria City Special with Madame Figaro: KBS TV Documentary The Mountain on Hiking in Whistler & Squamish Consumer On and Off-line event with Arc'teryx and QED:

23 TV Celebrity Lee, Sun-Ho Shooting trip to Whistler January 2007 18 page spread in Mens Health Magazine March 2007 Equivalent Advertising Value C$280,000 Media Relations

24 Approx. 7000 visitors/month


26 Without ADS CTC, Provinces, Regions or Cities not permitted to promote or advertise Canada as a leisure destination Tourism BC not permitted to open office in China Travel Agents not permitted to advertise and promote travel to Canada Transfer of funds from Chinese travel agents to BC suppliers is extremely difficult

27 China Market reality check China tourism market is not 1.3 billion ADS negotiations are not progressing Chinese travel industry is very immature Outbound travel is expected to reach 34 million pax in 2007 –Might appear that this is twice the size of Japan market –75% is Hong Kong and Macau –Potential market for long-haul western destinations is approx. 5 million –Most western countries have ADS - not Canada and USA

28 Issues & Challenges Air Capacity –bilateral agreement in place, new services not yet implemented –Chinese carriers to be omitted from transit without visa program at YVR? –Air Canada allocating seats for point of sale in Canada not China Visa application processes –agents report ongoing difficulties and lack of consistent service from Canadian visa offices –unwelcoming treatment for visitors on arrival in Canada Travel Trade Commitment –Other destinations more profitable, 132 countries now have ADS –USA about to receive modified ADS agreement Consumer awareness –Is low –West Canada is not the priority Technical obstacles

29 The Good News Wealthy Chinese can go wherever they want, and will find ways to get to Canada if we can raise awareness and stimulate desire Receptive operators very active and can facilitate Chinese business Media relations activities are very successful Online marketing, direct mail and other ways to reach our consumers CTC is providing excellent leadership in China 2008 and 2010 Olympic games – we are Olympic Family members MICE market opportunities for Vancouver Key travel trade account relationships developing Guanxi

30 Travel Trade Development 2007 5 Fam Tours Destination Training in Beijing, Shanghai, Guangzhou B2B with secondary city agents Two trade shows

31 Chinese E-Newsletter

32 Online winter promotion with Polo Air Shanghai

33 Oasis Hong Kong Airlines Inaugural VIP fam tour Kids Fly Free/Ski Free Promotion Winter/Spring City Promotion TBD

34 Publications

35 Media Relations 4 Print Press Tours, 2 TV Shoots Paid Advertorial Press releases Media Workshops E-newsletter Editorial & product news releases More than 300 unpaid articles to date in 2007 CCTV Travel Channel releasing 5 x 45-minute BC programs in January 2008

36 Newspaper Travel Sections

37 Glossy Magazines

38 Paid Advertorials Modern Weekly Magazine Golf Magazine

39 Business Travel Shanghai – Feb. 2007 Vancouver and Toronto in worlds top 15 MICE cities

40 Launched Oct. 2006 639 pages 7000 visitors / month SEO/SEM and co-op partner promotions underway

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