1. Convention Centres of Canada July 15-18th, 2012 - Calgary, AB
INTERNATIONAL MC&IT
Convention Centres of Canada
July 15-18th, Calgary, AB

2. Business tourism is high yield
MC&IT/MICE accounts for:
15.8% of overnight visitors to Canada
22.3% of overnight tourism export revenues
US: Accounts for 15% (1.74 million tourists) of total overnight visitors to Canada and 23% ($1,4 Billion) of export revenues from overnight US visitors
Overseas: 16.2% of overnight visitors are for business, and they generate 19.3% of export revenues from overseas international visitors.
Business tourism is high yield

3. MC&IT - USA Value of business is 1.48B
1.75M pax per year from US for MC&IT
Canada has 21.8% market share
Canada is the number 1 international location for US outbound MC&IT business
Primary sales focus – corporate & incentive business
Reactive – Association/non-profit groups

4. MC&IT - EUROPE Value of business is 300M from target mkts
Target markets – UK, France, Germany
UK – 5.7% market share/92.5K pax
France – 5.9% market share/43.4K pax
Germany – 2% market share/57K pax

5. MC&IT MARKET DIMENSIONS
TRIPS AND SPENDS
MARKET SHARE PERCENTAGES
Country
Market Share
Germany 2%
France
5.9% UK
5.7% US
21.8%

6. International MC&IT Distribution Across Canada 2011
*includes US MC&IT (which accounts for more than 80% of all MC&IT business at present)
*associations/congresses tend to go major urban centres – Toronto, Montreal, Vancouver, Calgary, Ottawa to get the space they require
*meetings go to any urban centre where they have a customer base/satellite office/business tie
*incentives (are not captured by StatsCan as they are hybrids of meetings and leisure) but the majority of business goes to Banff, Whistler, Vancouver, Quebec City, Montreal
Source: Statistics Canada, International Travel Survey (2011 Preliminary)

7. Distribution of Meetings and Conference/Convention/Seminars by Key Overseas CTC Source Markets (2011)
*chart compares overseas and US distribution by key provinces (US is so much larger it needed its own axis)
Source: Statistics Canada, International Travel Survey (2011 Preliminary)

8. MC&IT OFFICE LOCATIONS
Office Mkt Covered DC Northeast US Atlanta Southeast US Chicago Midwest US

9. MC&IT OFFICE LOCATIONS CONT’D
Office Mkt Covered Dallas Southwest US San Francisco Northwest US Mississippi Insurance Mkt Detroit Strategic Partnerships

10. MC&IT OFFICE LOCATIONS CONT’D
Office Mkt Covered *DC Oversees GSA GSA (UK) UK, France, Germany *reactive to all intl leads Vancouver Oversees program

11. MC&IT PROGRAM 2 TIER PLATFORM TIER 1 – Intl Strategic Programs
Alliances in industry organizations requiring partner investment
Bundled benefits – mix of sales, marketing and promo opportunities
Increases our reach/profile and aids in brand advancement

12. MC&IT PROGRAM CONT’D TIER 1 Cont’d
Tradeshows – create brand umbrella for our partners exhibitors at ASAE, IMEX, EIBTM, AIBTM and IMEX N.A.
Sites/FAMS/bid runs – underwrite cost of air for qualified clients to “try before they buy”

13. TRADESHOW BOOTH EXAMPLE

14. MC&IT PROGRAM CONT’D TIER 2 – Regional Initiatives
Direct solicitation/sales calls
CTC-led sales missions
Showcase-style events
In-market promotions
Partner driven programming supported by CTC

15. IN-MARKET ACTIVITY EXAMPLE

16. GOALS & OBJECTIVES OF MC&IT
Higher level of brand awareness in key mkts
Create strong brand umbrella at major shows
Integrate international elements into strategic partnerships
“new” business development
Create international prospect pipeline
Create social media strategy
Consistent messaging/use of Global platform
Encourage use of consistent economic impact multiplers
Raise profile of MC&IT with government, industry and public

17. MC&IT 2012 STRATEGY Focus on corporate & incentive
Support partner efforts with association
Work with MPI Foundation on new economic impact study
Social media engagement
All creative etc. centred around Global platform
Expand sales efforts in France & Germany
Explore viability of new emerging markets — China, India and Brazil
Update Rx&D information
Potential rebranding of unit