War of 1812 Bicentennial Analysis Initial Assessment of Marketing Opportunity Ministry of Tourism, Culture & Sport

2 2 MTCS Research Unit Industry/Market Research OTMPC Research Marketing Research Ontario Ministry of Tourism, Culture and Sport Tourism Research Resources

3 3 Ministry Tourism Research Unit Tourism Performance – Visits & Spending, Accommodation Stats, Travel Price Index Economic Impact – Tourism Receipts, GDP contribution, Employment, Taxes, Businesses Forecasting – Number of visits by origin by year Market Profile Reports – RTO, CD, CMA Ad Hoc Requests, Presentations, Workshops

4 4

5 5 OTMPC Research Conducts marketing research specific to marketing programs -Monitor the Ontario brand -Consumer segmentation and profiling -Advertising concept testing -Measuring Impact of Advertising Provides research information for industry committees and Board Ad Hoc Requests, Presentations, Workshops

6 6 Website:

Background & Definitions War of 1812 Bicentennial Analysis

©2009 TNS Canadian Facts 8 Purpose of the Study Establish current awareness and knowledge of the War of 1812 in key source markets Determine interest in the planned bicentennial celebrations overall, and in specific activities that might be offered Establish a demographic profile of the target group Establish a media consumption profile of the target group Identify other popular travel activities within the target group to define potential activity packaging opportunities

©2009 TNS Canadian Facts 9 Background This research project includes data from two sources: The May 2009 wave of the Travel Intentions Study Specific questions on the War of 1812 and potential bicentennial celebrations were included TAMS 2006 To profile those who travel to explore history Source markets include: Ontario Rest of Canada (Montreal, Quebec City, Winnipeg for TI) The US Near and Mid Markets

©2009 TNS Canadian Facts 10 TAMS History Travelers Analyzed TAMS data set to identify 2 target groups: History Travelers are defined as those who have engaged in any of the following activities on an overnight, out-of-town trip taken in the past two years: Visited historical replicas of cities or towns with historical re-enactments; Visited general history or heritage museum; Visited military/war museum; Visited well known historic sites or buildings; Visited other historic sites, monuments and buildings; Participated in historical re-enactments (as an actor). Core History Travelers are those who took an overnight, out-of-town trip in the past two years mainly to engage in at least one of the above activities.

Sizing the Opportunity War of 1812 Bicentennial Analysis

©2009 TNS Canadian Facts 12 History Traveler Segment Incidence Percent of individuals 18 years or older in each market Source: TAMS % 35 % 31 % 39 % Core History Travelers History Travelers Not History Travelers 31% - 39% of the population is considered a History/Core History Traveler

©2009 TNS Canadian Facts 13 Would You Consider Attending 1812 Bicentennial Celebrations? Among travelers in each market aware of war of 1812 Q4WM.Would you consider attending celebrations in 2012 to commemorate the War of 1812 bicentennial? Source.Travel Intentions Study, May % - 23% of travelers would definitely or probably attend War of 1812 celebrations 11% have attended a similar historic event in the past 10 years

©2009 TNS Canadian Facts 14 Projected Size of the Target Groups (in millions) Based on Census adult populations in each market Source.TAMS 2006 and Travel Intentions Study, May 2009 History Travelers (TAMS) US Border Other US Near/Mid Ontario Quebec Rest of Canada Total US Near/Mid Ontario & Quebec Core Interested In Attending War Of 1812 Bicentennial (Travel Intentions) Definitely Would Attend US Border Other US Near/Mid Ontario Quebec (Mtl/QC) Total US Near/Mid Ontario & Quebec Aware of War and ….

Current Affinity with the War of 1812 War of 1812 Bicentennial Analysis

16 Familiarity with Historic Events Among total travelers Q1WM.Are you familiar with any of the following historic events or conflicts? Source: Travel Intentions, May % of American and 83% of Canadian travelers are aware of War of 1812

17 Unaided Recall of Specific War of 1812 Events Among travelers aware of conflict Q2WM. What major events, if any, do you recall from the War of 1812? Source: Travel Intentions, May 2009 Despite high awareness, travelers have little recall of specifics of the War of 1812

18 Who Won the War of 1812? Among travelers aware of conflict and recalled any events Q3WM.There are varying opinions about which side won the War of Based on what you know or have been taught about this war, which of the following parties would you say were on the winning side? Source.Travel Intentions Study, May 2009 And both sides were victorious!

Interest in Specific Bicentennial Activities and Trip Forms

20 Interest In Specific Bicentennial Attractions, Events, And Exhibits Among total travelers Q5WM.Apart from your overall interest in attending the celebrations, please indicate how much interest you have in each of the following type of attractions, events, or exhibits that could be part of the War of 1812 bicentennial activities. Source: Travel Intentions Study, May 2009 (n=2,538) Tall ship displays Guided tours at the related historic sites Tall ship races Showcase of the weaponry used in the war General festivals and parades Historical reenactments of the battles Military events or displays Art exhibits Attendance of the events/celebrations by the current leaders of the participating in the war countries Modern day interpretation of the battles Documentary film festival Gift shop selling replicas of the war paraphernalia The commemoration of new monuments to the War of 1812 Spectator sports Possibility to meet families with connection to the War of 1812 Participatory sporting events (n=5,355) Among AmericansAmong Canadians VeryFairly Very/Fairly Interested %

21 Effect of Distance on Likelihood of Attending Bicentennial Celebrations Among travelers aware of War of 1812 Q7WM.Please indicate how the following distances to the events would affect your likelihood of attending any War of 1812 celebrations. Source:Travel Intentions Study, May 2009 The closer it is, the more likely they will come

22 Type of Trips Would Take to Attend 1812 Bicentennial Celebrations Among travelers likely to attend events outside their city limits Q8WM.How likely would you be to take each of the following types of trips to attend the War of 1812 bicentennial celebrations? Source: TI, May09 (n=3,939) Same-day excursion Overnight trip specifically to attend celebrations Overnight trip for another purpose, but extended to include celebrations Among Americans Among Canadians 39% 23% 31% Same-day excursion Overnight trip specifically to attend celebrations Overnight trip for another purpose, but extended to include celebrations (n=1,747) 49% 29% 38% Definitely would Probably would Might or might not / Dont know Probably would not Definitely would not

Target Group Profiles War of 1812 Bicentennial Analysis

©2009 TNS Canadian Facts 24 Demographics of History Travelers Skew slightly older (35% of American and 30% of Canadian over 55) Half male, half female Exhibit household composition similar to general population (about 70% married) Higher income (24% of American and 33% of Canadians have household income greater than $100,000) Well educated

©2009 TNS Canadian Facts 25 Media Consumption of History Travelers Show more interest in all news/current affairs media Gravitate disproportionately not just to all forms of history content, but to travel content and channels as well The media habits of History Travelers are quite mainstream in other respects. Popular media include… TV – movies, popular dramas, sitcoms, sports and science/nature (especially in Mid Market US) Radio – oldies, soft rock/pop, and modern/alternative rock (in Canada) Magazine – magazines with entertainment, home/garden and general interest themes, along with health/fitness (in the US) and food/cooking and fashion/beauty (in Canada) Newspapers – widely read with weekday and weekend dailies achieving particularly high penetration in Canada (as of 2006) Online Media – have likely grown considerably in popularity since 2006 – weather, entertainment, health and shopping (especially US) are prominent sites

©2009 TNS Canadian Facts 26 Activities While Traveling Besides the universal activities of shopping and dining, the following activities/attractions are popular among History Travelers and offer significant packaging opportunities Museums and observing architecture generally Natural wonders such as Niagara National and provincial parks Amusement parks (esp. US) Aquariums and zoos (esp. US) Farmers markets Casinos Swimming Art Galleries (esp. Canada) Hiking and viewing wildlife (esp. Quebec) Wineries (esp. Quebec) Camping (esp. Canada) Live Theatre (esp. Ontario)

Summary and Implications War of 1812 Bicentennial Analysis

©2009 TNS Canadian Facts 28 The War of 1812 bicentennial offers considerable tourism potential for Ontario. There are large pockets of pleasure travelers in Ontario and surrounding markets who are attracted to historical events of this nature. Basic awareness of the War of 1812 is well established in both Canada and the US so the premise for the bicentennial commemoration has widespread credibility. A range of specific activities and events that could be offered by Ontario as part of the commemoration have fairly wide appeal and are capable of stimulating some degree of excitement. Tall ship displays and races Festivals and parades Guided tours at historic sites Summary and Implications Art exhibits Military and weaponry displays Battle re-enactments

©2009 TNS Canadian Facts 29 Summary and Implications (contd) It is important to keep in mind that perceptions and misperceptions about the War and its scope vary considerably from market to market. There are also likely sensitivities to, and lack of agreement on, a number of historically contentious points such as the Wars ultimate victor. Communications directed toward Canadian and US markets should be attuned to this so that potential visitors arent alienated and unwanted emotional responses avoided. It may be possible to turn some of these areas of contention on their head and use them as marketing devices. For example Who won the War of 1812? Come and find out. Promotion of this nature, as well as other forms of promotional tactics such as contests, giveaways, etc. could have a strong role to play in elevating the level of interest, since the War itself is fairly well known, but stimulates muted excitement without embellishment.

©2009 TNS Canadian Facts 30 Summary and Implications (contd) To encourage overnight and longer distance trips, consideration should be given to packaging bicentennial experiences with other local activities that appeal to the History target group. Fortunately, the History segment consists of more active travelers generally with elevated levels of involvement across many classes of activity. So there are many potential packaging combinations to explore. Shopping, dining and accommodations, play a significant role in determining the overall tourism experience and supporting return visitation Shopping, dining and accommodation experiences should, be included in communication of the package where appropriate. Potential visitors should be provided with assistance in identifying accommodation and dining establishments that are suitable to their travel style as well as any interesting local shopping opportunities that may exist. Tie into bicentennial event with promotional deals or thematic connections Emphasize the local flavour of these experiences.

31 We Know. Just Ask. (416)

Appendix

Target Group Profiles Demographics and Media Habits

©2009 TNS Canadian Facts 34 History Traveler Demographics – US Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 35 History Traveler Demographics – US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 36 History Traveler Demographics – Canada Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 37 History Traveler Demographics – Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 38 History Traveler Media Consumption – US Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 39 History Traveler Media Consumption – US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 40 History Traveler Media Consumption – US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 41 History Traveler Media Consumption – US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 42 History Traveler Media Consumption – US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 43 History Traveler Media Consumption – Canada Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 44 History Traveler Media Consumption – Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 45 History Traveler Media Consumption – Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 46 History Traveler Media Consumption – Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 47 History Traveler Media Consumption – Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

Packaging Opportunities Activity Preferences of History Travelers

©2009 TNS Canadian Facts 49 Activities Engaged in While Traveling During Past 2 Years - US Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 50 Activities Engaged in While Traveling During Past 2 Years - US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 51 Activities Engaged in While Traveling During Past 2 Years - US (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 52 Activities Engaged in While Traveling During Past 2 Years - Canada Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 53 Activities Engaged in While Traveling During Past 2 Years - Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers

©2009 TNS Canadian Facts 54 Activities Engaged in While Traveling During Past 2 Years - Canada (contd) Percent of travelers in each case Source: TAMS 2006 Significantly higher than Total History Travelers Significantly higher than Non-History Travelers