Bay of Quinte Regional Marketing Board - Year End Report 2021-22
FISCAL YEAR REPORT APRIL 2021—MARCH 2022
The Bay of Quinte Regional Marketing Board is committed to acknowledging, appreciating and understanding Indigenous peoples’ historic connection to this land and to raising awareness by building relationships in collaboration with Indigenous partners and communities.
We recognize and acknowledge that we are living and working on the traditional territory of the Wendat, Mississauga, Anishinaabeg and Haudenosaunee, which includes the Kenhtè:ke Kanyen'kehá:ka (Mohawks of the Bay of Quinte), with whom we work in partnership.
This partnership focuses on the common goal of celebrating the region with the Kenhtè:ke Kanyen'kehá:ka, who are equal partners within the organization and at the Board of Directors table contributing to the mandate and operations.
This mandate includes listening to, learning from and collaborating with the Kenhtè:ke Kanyen'kehá:ka and actively incorporating their culture and heritage into the practice of responsible destination marketing and management of the region.
We understand that this land acknowledgement is only a small step towards the larger process of reparations and reconciliation.
THIS IS OUR YEAR
SITTIN’ ON THE DOCK OF THE BAY
Our organization continues to develop and grow and 2021-22 was no exception, even as we straddled a world that bounced in and out of continued pandemic restrictions. We are strengthened by Greater Napanee’s decision to become a member of our partnership this year under a multi-year agreement. Napanee’s strong downtown, rural, culinary, and activity offerings act to anchor the east side of our marketing region on the north shore and increase our attractiveness as a destination.
Like a brisk wintertime skate, the 8th edition of our Bay of Quinte Discovery Guide takes you on a fun adventure around the region. We hope its pages are a source of learning with a little bit of laughter sprinkled in—we’re a bunch of pun-lovin’ folks. Take some time to flip its pages from your own favourite sitting spot. If anything piques your interest along the way, feel free to reach out to the BoQ Team (that’s us below). We are happy to help point you in the right direction and get you front row seats just like these!
We continue to see tourism growth in overnight occupancy, up 3.5% from the previous year, and 8% and 10% higher than the Ontario and Canadian averages respectively. This kind of overnight activity is worth almost $300 million in visitor spending to the region. We also saw great growth on the residential side, with the 2021 Census showing the collective Bay of Quinte communities as having grown 5.95% since 2016 – also higher than provincial and national averages. It’s no wonder big names like MacLean’s Magazine, UHaul and MoneySense have Bay of Quinte municipalities at the top of their lists of the best places to live in all of Canada.
Digital Marketing
ANNA FRAIBERG
Digital
Manages day-to-day communications, including social media, blogs, digital advertising, newsletters and press releases. Leads content strategy, consistency and the voice of BoQ
Marketing
ANNA FRAIBERG
Photograph by Garrett Harvey
Executive Director
DUG STEVENSON
Executive Director
Directs and maintains the business plan and strategy, overall operations and budget, Board of Directors and partner relationships
DUG STEVENSON
END REPORT
We’re humbled by award nominations and victories related to our marketing from provincial tourism and economic development associations. But we’re even more proud of the destination marketing and development role our Team and partnership have been able to play at a regional level. This year, we’ve reinvested over $200,000 into the regional economy supporting dozens of small businesses and our partners through multiple programs and achieved Return on Investment growth for the partnership in the millions of dollars.
We’re thankful to all those who are involved in our partnerships with Belleville, Brighton, Mohawks of the Bay of Quinte, Napanee, Quinte Home Builders Association and Quinte West for their continued investment in this regional partnership. Working in collaboration with Councillors, staff, and small businesses from these communities and organizations, we’re able to thrive as a region and we look forward to continued growth and success working together.
Media & Design
JEN ACHILLES
Manages all BoQ design and brand touch points online and offline, including websites, guide, map, experience handbook and other visuals, along with the earned media portfolio
Destination Development
TREVOR NORRIS
Manages travel trade, sport tourism and meeting planning, experiential tourism, as well as product support and sales for BoQ products, including screens, kiosks, map and Discovery Guide
& Patrick too!
PARTNERSHIP & THE BOARD
CITY OF BELLEVILLE
SEAN KELLY - VICE CHAIR
CITY OF QUINTE WEST
AL DEWITT - CHAIR
MOHAWKS OF THE BAY OF QUINTE JOSH HILL
MUNICIPALITY OF BRIGHTON
LAURA KNEGT
QUINTE HOME BUILDERS’ ASSOCIATION
TONY ENGELSDORFER
TOWN OF GREATER NAPANEE ELLEN JOHNSON
HIGHLIGHTS
2021 CBRE National Hotel Data shows BoQ region’s 52.6% occupancy higher than SE Ontario, provincial and national averages (3.5% increase)
Over $295 Million in estimated overnight tourism spending (13% increase)
2021 Quinte District Association of Realtors shows 25% total residential sales increase
2021 Census data shows BoQ region’s 5.95% growth is higher than provincial and national average
$200,368 reinvested into our partner communities to support increased marketing (22% of total budget)
MacLean’s Magazine names all BoQ municipalities within the top 280 of their top 415, with Belleville ranking #4
Moneysense names Quinte the #7 place to buy real estate in Canada
Belleville ranks 2nd on U-Haul’s top growth cities in Canada
$107,000 booked in golf and accommodations through Golf in Ontario program
Full implementation of our Brand 2.0 strategy, including Discovery Guide, 401 signage, newsletter, and other marketing visuals across the region
TIAO Tourism Award nomination in their Innovation category for our BoQ Marketing Grants program
EDCO Award in Community Sustainability for our BoQ Marketing Grants program
BoQ Marketing Grants awarded over $100,000 to more than 50 projects
BIA marketing fund for Brighton, Quinte West, Belleville and Napanee provided over $50,000 to strengthen downtown marketing and education
Phase 1 Experiential Tourism project with Celes Davar developing one experience per partner community
Inaugural Best of the Bay campaign celebrated local businesses with over 2,000 votes across more than 70 tourism categories
Videos produced for Brighton, Quinte West and Napanee BIAs, Rowing Worlds, Quinte West Pop-Ups, and aerial video collection
Video and photography of over 50 locations across the region on behalf of the partnership and stakeholders
LGBT+ Strategy phase 1 completion
16 paid media stories with over 1.9 million impressions
10 travel media collaborations
Over 5 million marketing campaign impressions
Over $2.13 million in estimated spending linked to BoQ digital marketing
Over 457,000 website visits
Over 60,000 digital followers & subscribers across platforms
Summer 2021 hotel occupancy saw over 2% growth vs 2019 pre-pandemic results
Addition of Greater Napanee as a partner community
RECOGNITION
•EDCO Award of Excellence in the Innovation in Community Resiliency category for our BoQ Marketing Grants Program (Urban over 100K population)
• Finalist in the Tourism Industry Association of Ontario Tourism Resiliency Awards in the Innovation category for our BoQ Marketing Grants Program
• Quinte Arts Council Arts Recognition Award for our contribution to the arts across the region
• MAT = Municipal Accommodation Tax
- Provincial legislation states that MAT funds must be used for tourism purposes only
- BoQ RMB receives 50% of MAT funds from the communities of Belleville and Quinte West
• Per Capita = $1.55 per resident in each partner community - Per capita funds allow us to continue to fulfill our resident attraction mandate
RETURN ON INVESTMENT
Over $295 million in total estimated overnight spending
Over 5 million campaign impressions
Over 5,300 referrals to partner/ small business websites (+83%)
Over 21,900 physical entries to conversion zones (+166%)
Over $2.13 million in estimated spending from BoQ RMB digital marketing campaigns (+152%)
$107,000 in golf package bookings
$200,368 direct investment in BoQ partner communities
Marketing and event funding to City initiatives
22 Marketing Grants awarded to Belleville businesses
BIA marketing program
Marketing support to Discover Belleville Guide
Funding for 2024 Soccer Canada Nationals
13 Marketing Grants awarded to QW businesses BIA marketing program Print ad support
$40,100 $38,309 $10,000 $145,959
TOTAL DIRECT BoQ RMB reinvestments (32%) $5,000 $20,675 $8,800 $500 $34,975
TOTAL DIRECT BoQ RMB reinvestments (19%) $7,000 $1,000 $2,900 $10,900
4 Marketing Grants awarded to Napanee organizations BIA marketing program TOTAL DIRECT BoQ RMB reinvestments (24%)
1 Marketing Grant awarded to a MBQ business Video for MBQ stakeholders
5 Marketing Grants awarded to Brighton businesses BIA marketing program Municipal marketing support TOTAL DIRECT BoQ RMB reinvestments (59%) $500 $2,034 $2,534
TOTAL DIRECT BoQ RMB investments (65%) $5,000 $1,000 $6,000
TOURISM & LIVING BLOGS
PAID MEDIA
EARNED MEDIA
GOOGLE ADWORDS
BoQ TV
DIGITAL DISCOVERY MAP
RADIO
OVERNIGHT PACKAGES
401 SIGNAGE
WORKSHOPS
EXPERIENCE FACILITATION
SPORTS/EVENTS TOURISM
GOLF IN ONTARIO
TRAVEL TRADE
PHOTOGRAPHY & VIDEO
BoQ MARKETING GRANTS
DIGITAL KIOSKS
BIA MARKETING & SUPPORT PROGRAM
BILLBOARDS & OUT OF HOME
MARKETING
(OVER 5 MILLION TOTAL IMPRESSIONS ACROSS CAMPAIGNS)
Take A Drive campaign was our “always on” campaign
• Over 3.99 million impressions (29% growth)
• Over $2.13 million in estimated spending from BoQ digital marketing campaigns (152% growth)
• Over 5,300 referrals to other business sites in (83% growth)
• 21,900 entries into conversion zones as a result of ad impressions (166% growth)
CAMPAIGNS
FALL CAMPAIGN
Incentivized travel campaign with $1,000 vacation giveaway was targeted to Kingston and Ottawa markets to help drive fall overnight travel to the region.
• Overnight occupancy up over 8% during the campaign period
• Tactics: digital, radio and podcast
• 4 radio stations
• Digital targeted Rogers’ Family Channel Networks
• Over 1.1 million digital impressions
• Over 182,000 podcast listens
BEST OF THE BAY
Created to drive awareness and recognition of the hard-working businesses that were suffering during COVID-19 lockdowns, Best of the Bay celebrates our Bay of Quinte businesses.
Residents voted for their favourite local businesses in the tourism industry across more than 75 categories under the headings of Food + Drink, Accommodations, Shop or Service, Regionscape, and Art + Culture.
• Over 2,000 entries
• Over 75 winners
Voting incentive contest gave away $1,000 in local gi cards to winning locations
The Bay of Quinte marketing grants provide 100% funding to organizations within the partner communities for the purposes of marketing. Organizations must apply and are evaluated by a team consisting of partnership staff. Successful organizations work in collaboration with staff from BoQ RMB and their partner community to develop and implement their project so there is full support and collaboration to foster success.
TWO INTAKES:
Spring 2021
• $54,275 awarded
• 35 grants projects
Winter 2022
• $52,730 awarded
• 30 grant projects
Belleville = $40,100 awarded across 22 projects
Brighton = $9,500 awarded for 6 projects
Mohawks of the BoQ = $7,000 awarded across 4 projects
Napanee = $11,100 awarded across 8 projects
Quinte West = $39,305 awarded across 25 projects
BIA Marketing and Support Program provides up to 10% of Municipal Accommodation Tax funds received from partner communities to create new and enhanced marketing initiatives for their respective downtown BIAs, as well as support for education in marketing
Belleville:
Over $38,000 provided to the Downtown District
• projects included, omni channel marketing, including programmatic, paid search and paid social media, campaign development, creative development, event activations and blog content
Quinte West:
Over $8,000 in financial support provided to the Downtown Trenton BIA
• projects included seasonal photography, video, marketing campaign development and implementation, creative development, editorial calendar creation and multi-part marketing workshop for staff
Non-MAT communities:
Over $2,000 provided to Brighton and Napanee BIAs
• funds supported photography, content development, marketing workshops and social media
THE WEBSITES
A parent landing site used to help raise brand awareness and acts as a conduit to our partnerships, current campaigns, experiences, stories and marketing assets.
bayofquinte.ca/tourism
Provides a TOURISM resource for all of those interested in visiting the region. It also serves as a support and storytelling mechanism for our partners and stakeholders.
bayofquinte.ca/living
Provides a LIVING resource for all of those interested in living in the region. It also serves as a support mechanism for our partners and stakeholders, telling stories of faces, places and spaces in BoQ.
bayofquinte.ca/jobs
A marketing tool that shows attractive, high paying jobs in our region, in an attempt to attract new residents to move here and fill those positions.
immigration.bayofquinte.ca
Content and resources for new Canadians who might be considering a life in the Bay of Quinte.
NEWSLETTERS
(OVER 7000 NEW SUBSCRIBERS = +200% GROWTH FROM LAST YEAR)
Consumer Industry
Communicates new content, promotions, events and other noteworthy updates for visitors.
Communicates funding, education opportunities and other business related content.
THE BLOGS TOURISM
QUINTE WEST
SOCIAL MEDIA
(WEEKLY COMMUNICATION TO OUR NETWORK UP 5% WITH OVER 53,000 FOLLOWERS)
29,400+ FOLLOWERS
11,300+ FOLLOWERS
9,400+ FOLLOWERS
300+ FOLLOWERS
300+ FOLLOWERS
19 FOLLOWERS
10,600+ TOURISM
1,800+ INDUSTRY
• 4 seasonal stories on Post Media: total ad impressions = over 729,000 with CTR at 2%
• Monthly content on InQuinte: ad impressions = over 1.25 million
• 5 part influencer video series featuring BoQ communities
• Earned media partnership with RTO9 yielded over 10 million impressions across 30 media outlets
• 5 travel media collaborations yielded over 100,000 audience impressions
• Weekly local radio call-ins from May to September
• Campaign specific out of market radio during the shoulderseasons
DISCOVERY GUIDE
• 30,000 printed and distributed across the province in collaboration with Ontario Visitor Services Centres and Post Media
• Focus on Southeastern Ontario and locally in the Bay of Quinte region
• 250 hardcovers for media and influencers
PHOTOGRAPHY
(OVER 50 LOCATIONS CAPTURED ACROSS THE
REGION FOR PARTNER USE)
&
DIGITAL DISCOVERY MAP
INDUSTRY
•Stay & Play Golf Packages with the Golf in Ontario program resulted in over $100,000 (+96% increase over last year) in combined golf and accommodations revenue and generated over $167,000 in estimated economic activity
• Spring virtual travel trade mission with Quebec (Destination Ontario partnership) resulted in:
– 3x3-day package for approx 40 people through Groupe Voyages
– Over 350 room nights and over $100,000 in economic activity
– Expected as a recurring package in 2023 and beyond
• Experience development project in collaboration with Canada’s leading experiential tourism consultant, Celes Davar, resulted in the development of 5 new experiences — one in each partner community.
– Brighton - Legen Dairy (Tin Roof Dairy Bar)
– Quinte West - Out of the Orchard and Into the Fire (Grills Orchards
– Belleville - Toymaker Time Machine (Glanmore NHS)
– Mohawks of the BoQ - Reconnecting — One Seed at a Time (Kenhte:ke Seed Sanctuary)
