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Asia Market Overview Whistler Nov. 27, 2007 Cindy Gobin, Market Development Manager, Asia.

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Presentation on theme: "Asia Market Overview Whistler Nov. 27, 2007 Cindy Gobin, Market Development Manager, Asia."— Presentation transcript:

1 Asia Market Overview Whistler Nov. 27, 2007 Cindy Gobin, Market Development Manager, Asia

2 Tourism BC Asia Marketing Team JapanTomoko KikuchiManager, Japan Yuka SuzukiTravel Media Relations Representative Mayu YoshiharaTravel Trade Representative China/Cindy GobinMarket Development Manager, Asia Hong KongLeona ZhengSales Manager, Asia Ruder Finn AsiaChina In-market Public Relations South KoreaGina ChoiTourism BC Account Manager (GSA)Rina ParkTourism BC Account Support Emily KimMarketing Director, Korea Irene LeeMarketing Director, Korea TaiwanChristine ChangManager, Taiwan Admin & media relations support VancouverYvonne ChowMarketing Coordinator, Asia Admin & media relations support

3 2006 Overseas Customs Entries to BC UK232,000 Japan216,000 Australia128,000 South Korea126,000 China94,000 Taiwan82,000 Germany81,000

4 Tourism BC Asia Objective:Increase revenue Strategies:Increase visitor entries Increase length of stay Increase spending Increase geographical distribution Increase seasonal distribution

5 Tourism BC Asia Program Elements Integrated Travel Trade/Media/Consumer approach 1.Travel Trade:Co-op advertising, fam tours, destination training, itinerary planning, newsletters 2.Media Relations:Story pitching, press tours, image support, editorial releases, advertorials, newsletters 3.Publications:Japanese, Chinese traditional & simplified, Korean 4.4 Asian language websites:Japanese, Chinese traditional & simplified, Korean 5.Consumer promotions 6.Online Marketing

6 JAPAN

7 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

8 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.

9 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 Mainichi.jp (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

10 Media Relations 2006 Media Coverage EAV C$18.5 million press tours including 4 BC Regions

11 HelloBC.jp 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)

12 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

13 TAIWAN

14 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

15 “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

16 Consumer seminars Branded brochures

17 Fam tour

18 Advertising

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

20 HelloBC.com.tw

21 Consumer Research completed summer 2007 See:

22 Korea

23 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

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

25 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 Korean consumer ski research report

26 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:

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

28 HelloBC.co.kr Approx visitors/month

29 CHINA

30 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

31 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

32 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

33 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

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

35 Chinese E-Newsletter

36 Online winter promotion with Polo Air Shanghai

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

38 Publications

39 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

40 Newspaper Travel Sections

41 “Glossy” Magazines

42 Paid Advertorials Modern Weekly Magazine Golf Magazine

43 Business Travel Shanghai – Feb Vancouver and Toronto in world’s top 15 MICE cities

44 HelloBC.com.cn Launched Oct pages 7000 visitors / month SEO/SEM and co-op partner promotions underway


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