OHTO ANNUAL REPORT 13-14
Table of Contents 03
INTRODUCTION
04
ABOUT OHTO
Our Valued Guest
06
CHAIR MESSAGE
Meet the Connected Explorer
07
BOARD OF DIRECTORS 2013-2014
08
ORGANIZATIONAL CHART
09
EXECUTIVE DIRECTOR MESSAGE
10
OHTO BY THE NUMBERS
Our Tourism Experiences
12
MAKING THE SHIFT
Marketing: Creating an Emotional Appeal
23 It Starts With the Visitor
25 We are More Than Lakes, Rivers and Trails An Experiential Approach: Creating Personal Connections
Through Story-Telling & Beyond
13 Realizing the Potential of Rural Tourism
Social Media: Engaging the Visitor
15 Timeline of Events Media and Public Relations (PR): Spreading
16 A Solid Foundation
Our Message Through Targeted Exposure
40 Where We're Going
Governance: Achieving Accountability Research: Remaining at the
Roadmap for the Future
Forefront of Trends Moving forward
19 Tourism Matters
44
STRENGTHENING PARTNERSHIPS
Tourism as an Economic Driver
& COLLABORATION
Tourism Starts With You:
How You Can Contribute to Tourism Growth
Making Shift Happen
49 Stakeholder Engagement: Reaching Influencers in Our Communities Workforce Development
2013 - 2014 OPERATING BUDGET
1 2013 - 2014
33 Generating Buzz A New Regional Strategy
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Product Development: Strengthening
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2
TOURISM ORGANIZATION
OHTO ANNUAL REPORT 13-14
Introduction The Ontario’s Highlands Tourism Organization is pleased to share news of the past year’s success and communicate our strategic vision for the future in our 2013-2014 Annual Report. This report is intended to familiarize you, the reader, with our major accomplishments, programs and projects, offering a closer look at the steps we have taken to meet our business goals, engage stakeholders, collaborate with our partners and tell the stories of what makes Ontario's Highlands the best tourism destination in the province. With a focus on measurable results, this report functions as a report card objectives, but examples of specific outputs and outcomes which demonstrate our progress. Thank you for taking the time to become informed of what we are working
ANNUAL REPORT
of our activities over the past year, presenting not only our operational
3
hard to achieve together. 2013 - 2014
TOURISM ORGANIZATION
About OHTO
ONTARIO’S HIGHLANDS
4
WHO WE ARE
OUR PARTNERS
The Ontario’s Highlands Tourism Organization (OHTO),
In an effort to effectively reach our stakeholders at
also known as Regional Tourism Organization 11 (RTO-11),
the local level and generate the greatest impact from
is one of 13 Regional Tourism Organizations created
our programs, the OHTO works in partnership with
by the Ontario government to increase tourism to the
established and recognized tourism organizations,
province. The OHTO was founded in October 2010 and
municipalities and entities with a mandate to build
covers a large, predominantly rural region, including
and support a competitive tourism region. More
Haliburton, Lanark, Renfrew, and portions of Frontenac,
specifically, we regularly collaborate with eight
Hastings and Lennox & Addington counties. In total, the
sub-regional marketing organizations, who have
region spans over 23,000 square kilometers and features
established themselves as leaders in tourism
scenic wilderness, unspoiled rivers and lakes, unique
development and promotion in their own communities.
wildlife, charming small towns, historical sites and
These organizations include: The Algonquins of
friendly communities and people.
Ontario, Bancroft & District Chamber of Commerce, ComfortCountry.ca, #MyHaliburtonHighlands, Lanark
The OHTO operates as a not-for-profit organization and
County Tourism, Land O’ Lakes Tourist Association,
is governed by a Board of Directors who are actively
Ottawa Valley Tourist Association, and the Rideau
engaged in, or have significant knowledge of, local and
Heritage Route Tourism Association.
regional tourism businesses. Currently, the OHTO has 777 members.
OHTO ANNUAL REPORT 13-14 North Bay
Petawawa
ALGONQUIN PARK
Pembroke 17
11 60
Barry’s Bay
03
Eganville Renfrew
OTTAWA
Arnprior
132
417
Almonte
416
01
Carleton Place
05
Bancroft
Haliburton
41
04
Smiths Falls
Perth 7
Kaladar
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02
15 28
35
115
5 2013 - 2014
7
Madoc
Peterborough 62
400
KINGSTON
401
TORONTO
HALIBURTON HIGHLANDS
LAND O’ LAKES
HASTINGS COUNTY
LANARK COUNTY
OTTAWA VALLEY
Chair Message continued improvement in Board governance through the implementation of a monitoring system that constantly monitors both the policies and the operational performance of our organization. As a result, I’m very pleased to report our governance model and our operational plans are considered best practice by our funders, the Ministry of Tourism, Culture and Sport.
TOURISM ORGANIZATION
Another heartening trend in our region is the spirit of
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6
collaboration that is developing among our members in
DEAR MEMBERS OF OHTO
the tourism industry, and with municipal and regional political bodies that are embracing tourism as a key economic development strategy. Residents, businesses,
One of the exciting things about being a member of the
politicians and other stakeholders are not only accepting
OHTO's Board of Directors, as well as the Chair, is seeing
that tourism is important, but becoming excited about
the growth of our organization through increased
promoting tourism as a viable and worthwhile component
membership and member participation, and the launch
for our communities' economic and social health.
of our industry leading programs and activities that have raised the bar on what visitors expect from us and we
Thank you for being part of this journey, and I look
expect of ourselves. Collaboration between the Board
forward to hearing about your success stories as we
and staff is essential to this success. Adopting a policy
build tourism together in the Ontario’s Highlands!
governance model for our Board has been instrumental in ensuring that a structure is in place that allows for
Yours in tourism excellence,
staff creativity and accountability, while proving stringent oversight. Having devised a policy manual
Laurel Smith
last year, we followed up on our commitment to
OHTO Board Chair
OHTO ANNUAL REPORT 13-14
Board of Directors 2013-2014 The Ontario’s Highlands Tourism Organization’s Board of Directors is structured to provide for balanced representation from across the region among key tourism sectors, as well as private and non-private industry stakeholders.
MEET OUR BOARD OF DIRECTORS George Offshack
Classic Theatre Festival
Limerick Lake Lodge & Marina
Kevin Cruickshank (outgoing)
Rob Plumley
The Loon's Call Campground & Cottage Resort
Lennox & Addington County
Anne-Marie Forcier
Kasey Pollard
Rideau Heritage Route Tourism Association
Hastings County
Andrea Hagarty (outgoing)
Trevor Telford (outgoing)
Bonnie View Inn and Resort
The Black River Retreat
Ramona Tremblay (outgoing) The Craftsman Restaurant
Melissa Marquardt
Marie White
Ottawa Valley Tourist Association
Lanark County Tourism Association
Maria Micallef (outgoing) Heather Lodge
7 2013 - 2014
Byron Hermann Fans of Calabogie Bed and Breakfast
ANNUAL REPORT
Chair Laurel Smith
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TOURISM ORGANIZATION
Organizational Chart
OHTO ANNUAL REPORT 13-14
Executive Director Message It is my pleasure to present to you OHTO’s 2013-2014 Annual Report. Each year, we embark on the journey of creating this report with great enthusiasm, knowing that it provides us with the opportunity to reflect on what we have accomplished, the lessons we have learned and the ways we have utilized those insights towards developing our plans for the future. It also consolidates everything our members would need to know about what we do, how we do it, why we do it and how to get involved. Our core theme over the past year has been, “Making the As you read through this report, you’ll see how we’ve
region in Ontario, have the opportunity to make strategic
responded to these challenges over the last year,
changes in order to more effectively compete in the
setting the foundation for a strong and cohesive
tourism market place. The priorities and activities
tourism industry in Ontario’s Highlands.
contained in this report are the beginnings of that
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Committing to a non-traditional approach to tourism
OHTO presented to, and which were validated by, the
requires a bit of a leap of faith. Only a few
membership during the 2013 Annual General Meeting.
destinations around the world have benefitted from the success that comes with embracing a visitorcentric, experience-based approach to tourism development. I am confident that through the
• There is confusion among stakeholders regarding the various levels of tourism support.
leadership of the OHTO Board of Directors, dedication of the OHTO staff, determination of our operators, openness of our regional governments, and ongoing
• Activities are fragmented due to limited collaboration.
support of the Province to the Regional Tourism Program, Ontario’s Highlands will become one of those destinations.
• Tourism is still not perceived as a significant economic driver in our communities.
I look forward to another year of positive change that we can achieve together.
• Tourism activities in our region are predominantly supply/supplier driven
Nicole Whiting
with an emphasis on promotion.
Executive Director
2013 - 2014
shift and respond to four key challenges that the
Here’s What You Told Us:
ANNUAL REPORT
Shift”. We have embraced the idea that we, as a rural
By The Numbers ONTARIO'S HIGHLANDS TOURISM ORGANIZATION
5.7 MILLION 442 MILLION
spent by visitors to the region in 2011
94%
of visitors to the region live in Ontario
TOURISM ORGANIZATION
$
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visitors in 2011 (latest stats)
777
Current members
4
years in operation
3,417
Twitter followers
8,413
Facebook 'likes'
IN THE PAST YEAR
580
attendees at OHTO-led stakeholder outreach events
154
unique regional businesses participated in OHTO programming
1,978
downloads of Ontario's Highlands' mobile app
8
media FAM trips hosted by Ontario's Highlands in the region
3
major marketing campaigns deployed in 2013-2014 resulting in . . .
64,763
unique visitors to our consumer website
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11
2013 - 2014
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12 TOURISM ORGANIZATION
MAKING THE SHIFT
MAKING THE SHIFT
Realizing the Potential of Rural Tourism A NEW REGIONAL STRATEGY
Over the past year, the OHTO committed to finding new ways to strengthen our regional identity, sharpen
In 2013-2014, the Ontario's Highlands Tourism
our tourism focus and leave lasting impressions with
Organization embraced a comprehensive shift in
our guests through a visitor-centric, experience-based
strategy that impacted our approach to all of our
approach to marketing and destination development.
activities. After four years in operation under the regional
In the following sections of this report, you will learn
tourism model, we found ourselves in a good place with a
more about the specific steps we have taken to "make
solid organizational foundation and understanding of our
shift happen" over the past 12 months and beyond; but
visitors, partners and communities. Having accomplished
below you will find a summary of some of the ways we
this goal, it was time to take tourism to the next level in
have made a shift, and have asked our members to
Ontario's Highlands, by focusing in on what we know
make as well.
vision for the future.
ANNUAL REPORT
about our region and begin to establish a common
13 2013 - 2014
Shifts We Have Made • Introduced a new visitor-centric regional framework that places the visitor at the heart of tourism development and marketing considerations. • Focused on promotional efforts that go beyond "things to see and do" in Ontario's Highlands by introducing opportunities for emotional connections and authentic experiences. • Presented a streamlined collaboration model TOURISM ORGANIZATION
that enables all tourism players to work more
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effectively to capture guests at all stages of the visitor life cycle- before, during and after travel. • Reinforced that tourism success relies on strong local support and collaboration.
Shifts We Have Asked Our Members to Make • Identify and understand your Ideal Guest and
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focus efforts on addressing their travel habits, motivations and needs. • Embrace the broader impact of tourism in shaping rural communities, contributing to vitality and fostering growth that benefits everyone. • Move away from supply-based tourism (selling a "product") in favour of captivating, authentic experiences that get etched into visitors' memories and lead to increased visitation and repeat visits. • Engage in ongoing collaborative activities that communicate with visitor at all stages of travel. We look forward to the many opportunities that these shifts will present over the next year and feel confident that as we commit to this journey in concert with our stakeholders, we will attract new guests and more successfully compete in the ever changing tourism market.
MAKING THE SHIFT
Timeline of Events 2013 APRIL
Launch of "Head to the Highlands" marketing campaign Launch of Summer Travel Video Series on YouTube Phase 2 of "Take Your Best Shot" Social Media Campaign Launched
MAY JUNE
Financial Audit Completed Attended TBEX Travel Blogger Conference in Toronto and TMAC Conference in Saskatoon
DECEMBER
OHTO's 3rd Annual Tourism Conference & AGM in Tweed Board Reaffirms Strategic Priorities
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Identification of Connected Explorer as Ideal Guest Launch of "Like Winter" marketing campaign Launch of Winter Travel Video Series on YouTube New Recreational Geology Information Launched on OntariosHighlands.ca Launch of "Tourism Starts With You: Making Shift Happen" Stakeholder Campaign and Site Visits 2014-2015 Business Plan Approved by Board of Directors
FEBRUARY MARCH
Attended and presented at Beyond the City Lights Conference in Smiths Falls Winter Photo Shoot & Launch of OHTO Image Library Hidden Gems Recreational Geology Brochure Developed Ride the Highlands Facebook and YouTube Channels Launched OHTO Travel Media Kit Developed
2013 - 2014
2014 JANUARY
ANNUAL REPORT
OCTOBER
A Solid Foundation GOVERNANCE: ACHIEVING ACCOUNTABILITY
effectively track the progress on strategic goals. The Board approved the operational plan developed by the Executive Director and monitored performance on a
As an Ontario not-for-profit corporation, the OHTO is
regular basis to ensure that all activities were on track
governed by a volunteer industry-led Board of Directors.
to achieve our goals in the following areas:
The Board of OHTO determines the strategic direction of the organization and sets the policy that guides the Executive Director towards determining how to achieve
Governance
Stakeholder Relations
TOURISM ORGANIZATION
the strategic objectives.
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Research
Product Development
With a commitment to accountability and transparency top of mind, in 2013-2014, the Board's primary focus was to ensure that a governance model was in place to
Workforce Development
Marketing
OHTO 2013-2014 Board of Directors
ANNUAL REPORT
are aligned. The final report of operations for the 2012-13
committees (Governance Committee, Audit Committee,
year was presented and accepted by the Board on May 29,
Nominating Committee), the Board participated in
2013; a mid-year report for the 2013-14 year was presented
important work around Policy Development, Board
and accepted by the Board on October 2, 2013; and the
Recruitment, Risk Management and Accountability
business plan for 2014-15 was presented and accepted
to accomplish this task.
by the Board on January 20, 2014.
The Board was successful in the following initiatives:
Successful Board Renewal: The Nominating Committee streamlined the recruitment process and worked closely
Governance Training/Minimized Risk: In 2013-2014, the
with the communities within the region to attract
Board retained a facilitator and completed governance
qualified individuals to sit on the OHTO Board.
training to further reinforce roles and responsibilities of Board and Staff and to refine Board policies. The policy
Clean Audit: The 2012-2013 audit was completed in
development in particular has provided an effective
May 2013 by Dempsey and Associates, and was
structure to review policy and monitor compliance of
reported as clean.
those policies. This has instilled a sense of confidence in both the Board and staff with respect to anticipating and managing risk. Alignment of Strategic Goals and Operational Activities: There were three scheduled opportunities for the Board to determine if strategic goals and operational activities
83%
Board evaluations were conducted to rate the performance of Directors of the Board. Overall, the Board exceeded its goal of scoring 80% on the evaluation, with a final score of 83%.
17 2013 - 2014
Through regular meetings, as well as meetings of three
RESEARCH: REMAINING AT THE FOREFRONT OF INDUSTRY TRENDS
High Satisfaction Level of Access to Industry Trends Among Board Members: The Board relies on up to date access to industry trends and information to effectively identify and prioritize strategic objectives. Through
The 2013-2014 operational plan, as well as all activities
policy, staff is delegated the responsibility for providing
carried out in the past fiscal, were guided by what the
communication and counsel to the Board and in
data told us. Throughout the year, the OHTO engaged
December 2013 was found in compliance with that policy.
TOURISM ORGANIZATION
in research opportunities that allowed us to stay
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competitive in the marketplace through a deep
Increased Credibility as an Organization: Research-
understanding of the latest trends, most up-to-date
based decision making by the OHTO has instilled
statistics and new developments in tourism. Equally
confidence in our membership and inspired other
important was the information we gathered from our
organizations to adopt a similar approach. The OHTO
tourism operators, partners and stakeholders. Our
is often called upon to provide research statistics that
participation in research activities guided information-
are utilized by other organizations.
based decision making throughout the fiscal. The OHTO was successful in the following areas: Increased Internal and External Decision-Making Capabilities: The OHTO attended industry events,
8
The number of industry conferences and events that OHTO staff attended to stay informed of trends and research. These included:
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conducted ongoing secondary research and further refined our understanding of target markets, as well as industry readiness to meet the needs of these target markets. Secondary research sources have included: • Statistics Canada - Travel Survey of Residents
1. GMIST Gros Morne Edge of the Wedge 2. On-line Revealed 3. Rendez-Vous Canada
of Canada, the Canadian Travel Survey and the International Travel Survey • Canadian Tourism Commission (CTC) • Ontario Tourism Marketing Partnership Corporation (OTMPC)- Consumer Segmentation Research
4. Canadian Tourism Marketing Summit 5. Symposium for the Performing Art in Rural Canada 6. Beyond the City Lights
• Destination Marketing Association International
7. Ottawa Outdoor Adventure Show
• Ministry of Tourism Culture and Sport (MTCS) –
8. Toronto Outdoor Adventure Show
Tourism Research Unit - Regional Profile Data
MAKING THE SHIFT
Tourism Matters TOURISM AS AN ECONOMIC DRIVER
restaurants, and attractions, but small shops, gas stations and even food trucks -- have the potential to "WOW" guests, making for a memorable travel destination that
The OHTO has worked hard in 2013-2014 to develop
inspires repeat visits and extends stays.
a sense of urgency around tourism in the region by highlighting the industry's role as an economic driver
Today, more of our communities understand and
that benefits everyone in the community. We introduced
appreciate the broader economic impact of tourism,
a new regional strategy that encouraged regional
and the OHTO has seen an increase in engaged, eager
businesses to see themselves through a tourism lens and
operators who are ready to collaborate in order to achieve
recognize that all companies -- not just accommodators,
the vision for tourism in Ontario's Highlands. ANNUAL REPORT
19 2013 - 2014
were involved in the campaign, including a microsite, an invite in the form of a compelling postcard, the distribution of "Making Shift Happen" buttons and the employment of wipe boards encouraging operators to list their strategies for creating change in their businesses and communities. A total of 102 one-on-one site visits were arranged with operators from across Lanark County between February and April 2014 as part of the "Making Shift Happen" campaign, resulting in new memberships, stories and partnerships for the organization. By TOURISM ORGANIZATION
transposing this effort into other parts of the region
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in the future, the OHTO hopes to reach out and provide mechanisms for partners and members
TOURISM STARTS WITH YOU: MAKING SHIFT HAPPEN In the early part of 2013, the OHTO launched the
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“Tourism Starts with You” stakeholder engagement
to move forward with the new regional strategy.
STAKEHOLDER ENGAGEMENT: REACHING INFLUENCERS IN OUR COMMUNITIES
initiative with an emphasis on attracting owners/ operators with the message that “Tourism is a major
The OHTO focused on engaging and educating our
economic driver for businesses and communities
stakeholders on a regular, timely and consistent basis
like yours.” Realizing from this campaign that one-
throughout the 2013-2014 fiscal. We worked extensively
on-one meetings with operators were successful in
with our partners to increase stakeholder participation
membership conversion 100 percent of the time, and
in our initiatives and invested in developing our regional
highly effective at getting members excited about the
tourism capacity. We have been able to effectively reach
work that OHTO is doing and ways to participate, the
the influencers and early adopters in our communities.
OHTO launched a follow-up campaign, "Making Shift
They are actively involved in our programming and
Happen" in January 2014.
proactively staying informed and we are on track to achieving our goals.
The purpose of this campaign was to drive membership, inform members that they are a key part in building
We achieved this through the following ways:
tourism across the region, introduce a visitor-centric marketing and destination development focus, and
Membership Care Program: The OHTO made one-on-
present them with the OHTO's new regional strategy
one outreach calls to members and potential members
through the Tourism Starts With You: Making Shift
between April and May 2013 and again from January to
Happen in Ontario's Highlands guide.
March 2014. Outreach calls were also made to recruit attendees to the AGM in October 2013. This has been a
A variety of promotional and engagement strategies
very effective way to drive membership and attendance.
ANNUAL REPORT
Stakeholder Events: The OHTO met with municipalities, organizations and individuals to share regional strategies, remained consistent with our corporate objectives of community accountability and allowed us to build new
100%
linkages throughout the region. Communications: Seventy percent of OHTO's members
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The number of community presentations the OHTO delivered across the region. These presentations focused specifically on the mandate of our organization, presented our regional strategy and opportunities for stakeholder involvement. The number of presentations exceeded our goal of eight. Key successes in this area included greater awareness of the OHTO and what our organization does, as well as a greater understanding of the importance of collaboration, a greater appreciation of the value of tourism, and more operators thinking beyond their own business.
are signed up to receive the organization's monthly newsletter, the Highlands Highlight, surpassing the goal of 50 percent. The OHTO has worked over the last year to enhance its digital communications with members, including the launch of an industry-specific Twitter account, @ohtoInsider, which currently has 90 followers.
17%
The industry standard for newsletter open rates. The Highlands Highlight reached an average open rate of 33 percent in 2013-2014, nearly double the industry standard.
21 2013 - 2014
priorities, and opportunities for partnerships. This
Percentage of attendees to OHTO-led stakeholder events, including the 3rd Annual AGM & Tourism Conference, who rated their level of satisfaction as "High".
Partnerships: Eight new partnerships were formed
WORKFORCE DEVELOPMENT
through the Tourism Development Partnership Program. Projects included:
Encouraging and providing opportunities for stakeholders to develop skills to meet and exceed
Destination Development Plan for Lanark County Governance and Strategic Planning for Bancroft and District Chamber of Commerce
industry standards and guest expectations continued to be a focus over the past year. Workforce development programs were re-framed within the context of the regional strategy, with opportunities for stakeholders to learn more about becoming visitor-centric and build the skills to meet increasingly demanding visitor expectations, through several supportive programs
TOURISM ORGANIZATION
aimed at supporting businesses and communities
Tourism Services Review – Hastings County
towards fulfilling the visitor experience. OHvation Customer Service Designation Program:
Opportunity Assessment of Calabogie as a Cultural Destination – Township of Greater Madawaska
In total, 125 businesses and organizations were assessed through the OHvation Customer Service Designation Program in 2013-2014, consistent with last year’s performance and overall industry engagement standards.
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Rail to Trail Assessment – Renfrew County Chris Robinson Travel Show – Various partners
Tourism Workshop Partnership Program: Over the last year, over 450 participants attended 18 OHTOled training workshops, exceeding expectations by 31 percent. There was a 96 percent participation satisfaction rate with the workshops. Additionally, a workshop impact survey was conducted to assess the effectiveness of the trainings, and 86 percent of survey respondents
Rendezvous Canada 2014 – Various partners Toronto Outdoor Adventure Show – Various partners
Participation in Programs: A total of 154 unique businesses participated in OHTO programming. Additionally, 453 stakeholders participated in workshop training and 33 packages were submitted for sale on ontarioshighlands.ca.
indicated the workshops made a positive impact for their business/organization.
MAKING THE SHIFT
It Starts with the Visitor OUR VALUED GUEST
This Ideal Guest has the greatest potential to grow tourism in the region and has become the reference point for prioritizing our tourism development efforts.
in 2013-2014, the OHTO partnered with the provincial
This focused visitor-centric strategy has allowed for
RTOs and to Ontario Tourism Marketing Partnership
tailored communications with the visitor and an ability
Corporation (OTMPC) in an effort to identify and
to form personal connections with them, making travel
understand an "Ideal Guest" for the region. An
to the region more relevant and appealing than ever.
extensive study of consumer insight research was
The OHTO dug deeper to understand the best techniques
conducted and resulted in an introduction of 12
for inviting Connected Explorers to visit, exceeding
consumer profiles with the potential to support
their expectations when they arrive, and reconnecting
tourism growth in Ontario. The Connected Explorer
with them after they have returned home. With this
was identified as the consumer segment with the
anchoring visitor philosophy, our residents, businesses,
greatest potential for growth in Ontario's Highlands
community organizations and government can more
for the following reasons:
effectively collaborate towards developing and implementing action plans that are based on the needs
1. Ontario’s Highlands is on their radar:
of the visitor resulting in greater return on investment.
ANNUAL REPORT
Understanding that we cannot be all things to all people,
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Above average interest in visiting the region in the next two years
Above average annual household travel budget ($4,267) 3. They love to travel:
Above average number of trips in the past 12 months (3.6) 4. They are looking for a breadth
of experiences: Higher average number of activities taken on a trip (10.2 versus 6.1 of total travelers)
5. They are looking to expand
their horizons: As an unknown entity, Ontario’s Highlands offers the Connected Explorer an authentic experience which satisfies their desire to expand horizons
6. Positive Word of Mouth:
They like to share stories of their travels especially through social media making this market an economical choice to influence.
2013 - 2014
2. Higher spend on travel:
MEET THE CONNECTED EXPLORER Connected Explorers have a psychological need to take a break from the everyday. They are a confident, youthful, optimistic group. They have a deep-seated need to travel and expose themselves to many new experiences and learning opportunities. Travel for them is about expanding their horizons and escaping the everyday.
DEMOGRAPHICS Gender:
53% Female 47% Male
Age 18-34: 44% Age 35-54: 41%
Household Income: $93,080 Average Travel Budget: $4,267
Average Trip Party Size: 2.8 Average Trip Length: 5.8 Days
TOURISM ORGANIZATION
LIFESTYLE ATTITUDES » »
I am an influencer. People look to me for advice. I want to do what the locals do and be exposed to local customs and routines.
I need to escape everyday life from time to time and seek new experiences. I want to connect and share stories through social networks, especially after my travels.
» »
TRAVEL ATTITUDES For me, travel is a break to escape the everyday. I take in an above average number of activities per trip. I also like to travel to places off the beaten path and discover the undiscovered.
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TRAVEL MOTIVATORS » » »
THROUGH MY TRAVELS, I LOOK TO...
Relax and relieve stress See or do something new or different Create lasting memories
Have fun and be entertained Enrich my relationship with partner and/or children
» »
TRAVEL ACTIVITIES I seek authentic experiences and want to take it all in! I take in an above average number of activities per trip. Some things I look for when I travel include: NATURE SIGHTSEEING » » »
Visiting nature parks Visiting scenic landmarks Taking a nature or science learning trip
OUTDOOR ADVENTURE » » » » » » »
Snowmobiling Skiing/snowboarding Camping Hiking/climbing Visiting the beach Boating/sailing Canoeing/Kayaking
TOURING » » »
Visiting small towns and villages Riding a motorcycle Touring by bus/boat
FESTIVALS/EVENTS » » »
Theatre and concerts Music festivals Cultural events
MEDIA CONSUMPTION MORE THAN OTHER TRAVELLERS, YOU WILL FIND ME:
» »
Reading the newspaper, especially reading the news on my computer Reading magazines, especially travel magazines
» » »
Using the Internet, especially to plan all aspects of travel Using social networks, especially Facebook Using tablets & smart phones during travel
MAKING THE SHIFT
We are More Than Lakes, Rivers and Trails AN EXPERIENTIAL APPROACH: CREATING PERSONAL CONNECTIONS
experience development initiatives, the OHTO is not only galvanizing a captivating regional identity in our communities but our promotional efforts now go beyond things to see and do in Ontario’s
The tourism landscape has changed, and in 2013-2014, the
Highlands by introducing opportunities for
OHTO made a shift along with it, focusing away from a
emotional connections and authentic experiences
supply-based approach to destination development and
at all stages of the visitor experience.
marketing (highlighting the activities and products offered in the region) to one that truly speaks to guests' desire for memorable travel experiences. Understanding that people travel because they want to enrich their ones, discovering the undiscovered, or escaping the Big City - the OHTO dug deep into the CIR research
In 2013-2014, the OHTO set out to differentiate the region
outlining the travel motivations of our Ideal Guest,
from our competitors through improving existing and
and allowed this research to shape how our region
creating new tourism experiences.
ANNUAL REPORT
lives in some way - whether it’s reconnecting with loved
PRODUCT DEVELOPMENT: STRENGTHENING OUR TOURISM EXPERIENCES
25
approaches tourism development. Through various 2013 - 2014
We accomplished this task in the following ways:
Ontario's Highlands and there has been a tremendous response from motorcycle-friendly businesses and
Increased Collaboration in Experiential Development
communities around this initiative in 2013-2014. In
in Industry: Over the past year, the OHTO has been
particular, there was interest because the experience
working towards communicating the visitor's
development celebrates the history and the people
expectation and preference for tourism experiences and
that the region is known for. This connection to our
we are still in the process of laying this foundation with
communities has been well-received and has generated
the industry and partners. A number of activities took
interest from businesses that had not previously catered
place that work towards achieving a collective
to the motorcycle market. The assessment phase exceeded
understanding of and support for the regional strategy
expectations and positioned Ontario's Highlands as the
among stakeholders. Our Tourism Conference in Oct
premier destination for motorcycling in Ontario.
2013 underscored this theme and rallied the industry to TOURISM ORGANIZATION
be more actively engaged and participatory. Additionally,
26
training workshops continue to hold value for the industry beyond skills development and learning, as some of the best collaboration across the region occurs through the workshops when partners network,
100+
The number of motorcycle-friendly operators in Ontario's Highlands identified in 2013 following a comprehensive assessment by BC Hughes.
build and sustain tourism partnerships and gain regional product awareness, all critical components of experience development.
Improvement of Existing Tourism Experiences -
ONTARIO’S HIGHLANDS
Recreational Geology: Efforts to facilitate continued Increase in New Tourism Experiences - Ride the
enhancement and development of the regional
Highlands: The OHTO hired BC Hughes, motorcycle
Recreational Geology offering by local partners and
tourism specialists, to develop the region into a
other regional stakeholders in 2013-2014 included:
motorcycle destination in 2013. Over the course of
providing support to stakeholders by way of information
the year, the project launched new signature routes in
and expertise regarding physical resources, project ideas
MAKING THE SHIFT
and regional tie-ins; assistance with the development of experiential products such as itineraries and interpretive activities; guidance regarding funding and partnership opportunities. The OHTO also established
MARKETING: CREATING AN EMOTIONAL APPEAL THROUGH STORY-TELLING & BEYOND
a working relationship with the Central Canadian In its 2013-2014 business plan, the OHTO's marketing
as a result of our efforts, two clubs have established
objective was to differentiate the region from our
programs of exploration for new sites within the
competitors through unique, cutting edge and
region in consultation with the OHTO Recreational
measurable marketing that effectively reached our
Geology Coordinator, and the OHTO has been
target markets. The OHTO set out to accomplish this
approached to assist in the development of a
goal by increasing awareness of the tourism products
certification program for mineral collecting trip
available in Ontario's Highlands and increasing
field-guides. In addition, the OHTO worked with the
consumer engagement with the Ontario's Highlands
Municipality of Highlands East to transition to
brand. At the heart of all marketing activities was
self-sufficiency through the dedication of in-house
the Ideal Guest. Through emotional messaging, the
resources; developed an OHTO tour-planner and
use of signature words identified through research as
promotional materials with receptive tour operator,
speaking to our target market, and an introduction to
Holly Blefgen, for Rendez-Vous Canada 2014; and
compelling storytelling, the OHTO was able to begin
strengthened existing partnerships to advance a
making personal connections with our visitors.
higher level of development of the regional offering.
ANNUAL REPORT
Federation of Mineralogical Societies (CCFMS) and,
27
We did this through the following initiatives: Packaging Program: The packaging program was
Marketing Development for Ride the Highlands: The
developed to equip the industry with the tools to
Marketing Plan for the motorcycle project was completed
effectively enhance the tourism experiences in the
in 2013-2014 and moved into the roll out phase. Notable
region. While feedback regarding the training delivered
marketing initiatives to aid in the launch of the project
and the impact it has made on businesses has been
included the creation of RidetheHighlands.ca, a tool to
positive, package creation has not materialized to the
help riders plan their trips; a Ride the Highlands Brand
level anticipated. The OHTO is, however, pleased with
Toolkit that creatively conceptualized the project and
the experiential nature of the packages that continue
key messaging; in-market motorcycle collateral including
to be submitted, showcasing a growth in the industry
Motorcycle Only parking signs, Motorcycle 'Approved'
as far as an understanding of this very important
window decals and locally handmade custom kick stand
strategic shift.
pads; motorcycle media FAM trip planning and the development of a Ride the Highlands Facebook page.
The Story
33
The number of experiential packages that were developed in 2013-2014 and posted to the OHTO's consumer site.
A key component of the Ride the Highlands Brand Toolkit was the creative story and messaging behind the brand. The story behind the motorcycle product was centred on the story of ‘The Road’ and those who
2013 - 2014
Improvement of Existing Tourism Experiences -
TOURISM ORGANIZATION
28
Ride the Highlands
built it by hand. It appealed to rider's desire for a travel
efforts were deployed. Marketing activities used to
experience steeped in exhilaration and authenticity:
promote the Recreational Geology experience included:
ONTARIO’S HIGHLANDS
a photo grab tour of the region by Coordinator Michael Bainbridge to gather imagery for a recreational geology photo library; overhaul of the recreational geology section of Ontario's Highlands' consumer website with
The Road is the spine on which all riders will travel to explore the region. The Road is the reason that riding in Ontario’s Highlands is so spectacular. The Road is the thread that provides exhilarating riding experiences all while connecting great people, places, and food. It provides the foundation of the ultimate motorcycle road trip.
new information, photos and things to see and do; the production of Hidden Gems, an in-market brochure to cross-promote the various recreational geology experiences in the region; planning for the development of Visitor Engagement Stations.
The Story In order to engage visitors, the OHTO's Recreational Geology Coordinator worked with the organization to develop a visitor-friendly "Story of Our Earth" that not only captured the formation of one the country's most
Marketing Development for Recreational Geology:
unique and diverse geological landscapes, but how
The Recreational Geology project shifted from on-
recreational geology has shaped the way people have
the-ground product development to coordinating the
interacted with the land for generations. Appealing to
development of the visitor experience. Imagery and
visitors' sense of curiosity and discovery, the story explains
content was collected and marketing and promotional
the impact that geology had on the past -- the hardships
MAKING THE SHIFT
Recreational Geology
district in Canada -- and the way it continues to impact the way we live, work and play in Ontario's Highlands
29 2013 - 2014
Geology is a detective story — a reading of the rocks to learn the secret history of the Earth. Our region features one of the most unusual, rich and diverse geological environments in the whole country, making Ontario’s Highlands an important part of that story. Recreational Geology also impacts our past and present way of life — our Geoheritage. From the unique taste of Ontario’s best maple syrup, to the exhilarating curves and scenic vistas along some of the Province’s best touring routes, our geology influences every aspect of how we live, work, and play here in Ontario’s Highlands.
5,000
The number of Hidden Gems brochures printed and distributed by the OHTO in early 2014. The brochures were a huge success, with many recreational geology sites calling our offices within weeks, requesting additional copies.
ANNUAL REPORT
endured by a region that was once the biggest mining
TOURISM ORGANIZATION
"Take Your Best Shot" Facebook Campaign
ONTARIO’S HIGHLANDS
30
"Head to the Highlands" Campaign
Marketing Campaigns: The OHTO increased
to Ontario’s Highlands for sharing and voting on an
awareness of the region's tourism offerings through
Ontario’s Highlands microsite. The post with the most
the deployment of three marketing campaigns in
‘Likes’ at the end of the promotion was awarded the
2013-2014. Each campaign had a strong call-to-action
grand prize.
that encouraged a high level of consumer engagement. This campaign encouraged visitors to interact with the 1) "Head to the Highlands" Campaign - Summer 2013
Ontario's Highlands brand and, for a first time, share their stories.
This campaign drove visitors to a microsite for exclusive summer getaway packages featured captivating imagery showcasing key travel experiences available in the region. 2) "Take Your Best Shot" Facebook Campaign Summer 2013
3,232
Total number of contest entries during the "Take Your Best Shot" campaign.
This two-stage campaign first engaged visitors by asking them to Like and Share Ontario's Highlands' Facebook
3) "Like Winter" Social Media Campaign - Winter 2013/14
page for a change to win one of 10 GoPro cameras. During the second stage, the GoPro winners had a chance to
This campaign saw the development of a Facebook App
compete for a $5,000 Ontario's Highlands getaway.
where visitors were asked to vote for their favourite
The finalists were given a trip and asked to use their
Ontario's Highlands winter experience for a chance
new GoPro camera to capture their experience. They
to win a $1,000 Mountain Equipment Co-op gift card.
submitted their best photos and video experiences
The Campaign theme, “Like Winter”, served as a double
"Like Winter" Social Media Campaign
ANNUAL REPORT
entendre, on one hand encouraging guests to enjoy the typically underappreciated frosty season, while on the other hand serving as a direct call-to-action to follow the campaign, the OHTO promoted premier winter experiences available in the region and deployed "Out Here.." messaging and visuals to help create the sense of a true winter getaway located right in visitors' backyards.
The Story: The campaign focused on a story centred around the Connected Explorer escaping the city and rediscovering the wonder of winter. The messaging was playful and simple, juxtaposing typically urban winter experiences (rush hour, traffic, staying indoors) with relaxing, thrilling and memorable experiences in rural Ontario's Highlands (snow days, leisurely skiing, flying down a ski slope). Social media messages also followed this approach,
2,729
New Facebook "likes" to Ontario's Highlands' page during the "Like Winter" campaign. That's an increase of nearly 50 percent in just six weeks.
drawing on experiential wording and attempting to place the visitor in the moment. Summer and Winter Travel Video Series: A series of summer and winter travel videos were produced and
31 2013 - 2014
("like") the organization on Facebook. Throughout
In Ontario’s Highlands, every twist, loop and bend of the landscape is seen through the blur of foggy goggles; every hill is experienced within the serene backdrop of white-covered tree tops; every carve is accompanied by excited breaths of fresh, crisp air and every brag-worthy moment begins in a cloud of white fluffy dust that only settles once you conquer the thrill of flying.
TOURISM ORGANIZATION ONTARIO’S HIGHLANDS
32
posted to the Ontario’s Highlands YouTube channel. The concept and messaging for both series was centred around the seasonal campaigns. Revitalization of Visual Assets: The OHTO initiated a project to revitalize and capture new visual assets,
103, 043
Total number of unique website visits to OHTO's digital channels in the last year.
including still photography and video. The goal of the project was to generate imagery to align with OHTO’s
Core Theme Development: In the later stages of the
shift towards experiential marketing. The first photo
2013-2014 fiscal, the OHTO began delving into a project
shoot was completed in March 2014 with another shoot
to identify the region's Core Themes. The themes were
scheduled for the summer of 2014.
projected to speak to the travel motivations of the Connected Explorer and become an anchoring piece for
Digital Assets: The OHTO continued making
all future marketing campaigns, product development
enhancements and seasonal content updates to its
activities and communications projects.
digital properties including Ontarioshighlands.ca and Ohto.ca. Our organization worked with Search Engine People to ensure that content was SEO-optimized and ranked high in searches.
MAKING THE SHIFT
Generating Buzz SOCIAL MEDIA: ENGAGING THE VISITOR
Explorers engage in social media more than the average consumer, we focused our attention on Facebook and Twitter, the primary social channels used by this target
Over the last year, the OHTO strategically used social
group. The OHTO also reached out to visitors through
media to initiate conversations with visitors and assist
a compelling YouTube channel that featured a series of
with building brand awareness, loyalty and engagement.
summer and winter travel videos related to our campaigns.
Guided by CIR research which told us that Connected
ANNUAL REPORT
33 2013 - 2014
TOURISM ORGANIZATION
Ontario's Highlands on Facebook
Social Media was used to:
of, and promote experiences relating to, our
34
• Tell the stories of Ontario's Highlands' ONTARIO’S HIGHLANDS
• Connect with, stay up-to-date on the activities tourism partners and businesses in the region
land and people • Communicate with OHTO stakeholders • Promote our region's experiences and communities • Increase "word of mouth" endorsements/shares • Foster a shift toward a two-way, interactive form of communication with consumers (back-and-forth dialogue rather than one-sided) • Create a more engaged/invested consumer • Develop user-generated (free) content, including photos • Position Ontario's Highlands as a progressive and technologically-adept organization • House seasonal campaigns and promotions ("Take Your Best Shot" and "Like Winter")
via the @ohtoInsider Twitter account
MAKING THE SHIFT Ontario's Highlands on Instagram
Ontario's Highlands on Twitter
ANNUAL REPORT
Campaign-specific social media calendars were developed and executed, driving engagement during high-traffic summer and winter months. The OHTO made plans to its Instagram account to showcase experiential imagery relating to the region, in 2014-2015.
1ď˜‘ ,199 209
Number of new Twitter followers to @onHighlands account over the last year.
Average number of daily user engagements with the Ontario's Highlands brand on our Facebook page in Q4 of last year.
120
35 2013 - 2014
rollout a brand-specific hashtag (#OHletsgo) and leverage
%
Amount by which OHTO's Facebook "likes" increased in the second half of the 2013-2014 fiscal, growing from 3538 users to 7796 in just six months. A majority of the increase occurred during the "Like Winter" campaign, which engaged social media followers through a mix of images, videos, media coverage links, winter operator profiles and a call-to-action to vote in order to win a grand prize. Users had to "like" OHTO's Facebook page in order to enter the contest, which is believed to be a large contributor to the increase in followers, as well as the use of promoted posts which were targeted at users who did not already "like" Ontario's Highlands, but whose demographics fit that of the Connected Explorer and who showed an interest in winter activities.
TOURISM ORGANIZATION ONTARIO’S HIGHLANDS
36
MEDIA AND PUBLIC RELATIONS (PR): SPREADING OUR MESSAGE THROUGH TARGETED EXPOSURE
FAM Tours: The OHTO hosted a total of eight media FAM tours during the year. Individual press trips opportunities were pursued and replaced the work allocated to organizing group press trips. By working
With major foundational pieces in place, 2013-2014
with the media one-on-one, the OHTO was able to
was the year for the OHTO to begin developing and
tailor itineraries to the specific angles and interests of
implementing strategic Media Relations and PR
each outlet, maximizing opportunities for engaging
initiatives in hopes of generating buzz around the region
coverage about Ontario's Highlands. The OHTO worked
and increasing visitor awareness through positive and
in collaboration with operators and local businesses
influential media coverage. Understanding that today's
from across the entire region to organize trips around
visitors seek out referrals before choosing to travel to
key initiatives and welcome media --including print,
a destination, the OHTO saw great value in pursuing
online and bloggers -- to our rural "escape".
media relations activities, resulting in unpaid recommendations for travel to the region, in addition
Media FAM Example – Toronto Star
to traditional advertising methods.
In January 2014, the OHTO organized a press trip for Sherryl Sobie Cooke, a freelance writer with the
Our promotional efforts included:
Toronto Star. As part of the promotional effort for our "Like Winter" campaign, the angle of the trip was a family
Press Releases: A total of 13 press releases were
getaway to Ontario's Highlands' winter wonderland that
distributed to destination and local media, highlighting
focused on finding rural gems and getting to know the
the latest organizational developments and visitor
welcoming people in our region. The OHTO worked
opportunities. Press releases resulted in direct coverage,
closely with Sherryl to design an itinerary that spoke
new relationships with the media, and press trips.
directly to her outlet and accommodated a family of four.
MAKING THE SHIFT
Taking her as far across the region as we could given the weekend timeframe, the trip included a "Learning to Ski" day at Sir's Sam's Ski & Bike in Haliburton, a visit to Addison's Restaurant in Northbrook and a day of snowshoeing and maple experiences at Wheeler's Maple Syrup Camp & Sugar Bush in Lanark. The trip resulted in two Toronto Star weekend features on the front pages of the "Travel" and "Wheels" sections, as well as various online mentions. Operators who helped host Sherryl and her family benefited from increased attention and visitation. Our favourite feedback came from Andrea Hagarty, owner of the Bonnie View in Haliburton. One of the photos in the article showed Sherryl's family, exhausted from their winter adventures, laying in the snow outside her resort and making snow angles. unique requests from new visitors who wanted to re-create the photo moment in the exact same spot!
ANNUAL REPORT
According to Andrea, since the articles ran, she's had
37 2013 - 2014
Toronto Star Travel Feature
170
The total number of media mentions Ontario's Highlands received last year, showcasing the stories of our land and people in outlets including Cottage Life, Vacay.ca, Toronto Sun, Canoe.ca and Toronto Star.
Media Kit: The OHTO developed a comprehensive
• One-of-a Kind Accommodations
40-page Media Kit in March 2014. The kit outlined 15 key stories and pitches in Ontario's Highlands, and
• Rural Romance
presented opportunities for the media to get involved with our organization. In order to present an authentic
• Discover the Undiscovered
picture of the region and effectively promote the experiences available in our communities, only local
• Travel Back in Time
photography was used throughout the book. The Media Kit was distributed at travel media conferences
• Find Out What You're Made Of
TOURISM ORGANIZATION
in Spring 2014 and an electronic version was posted
ONTARIO’S HIGHLANDS
38
online and emailed to all media contacts.
• Ride the Highlands
Some of the pitches included:
• Dig for Buried Treasure
• Charming Downtowns
• Learn to Love Winter
• "Anti-Vegas" Girls Getaways
• Wacky Foodie Tour
Ontario's Highlands Media Kit
ANNUAL REPORT
39 2013 - 2014
Blogger Outreach: In addition to local and travel media
Travel Media Conferences: Two travel media conferences,
outlets, media relations focus was given to travel bloggers
TBEX and TMAC, were attended in 2013-2014. The
from the Toronto/Ottawa areas with already-established
conferences allowed the OHTO to network with travel
sites and large social media followings. Bloggers were
writers, editors and bloggers and engage in personal
included in press release distribution lists and
development sessions focused on media relations.
approached with individual FAM tour opportunities.
The relationships, leads and connections established
They contributed compelling content (posts, photos
at these conferences helped the OHTO to effectively
and videos hosted on their individual blogs) based on
meet and, in fact, surpass, all of its media relations
personal experiences, and helped to tell the stories of
goals for the fiscal.
what sets Ontario’s Highlands apart from our competitors. Over the last year, the OHTO has worked with bloggers from Just Kids Travel, The Bassassins, Canada's Great Outdoors, Living on Life, Days Out Ontario, Coffee with Julie, The Calculated Traveller, Not Without My Passport, Turnip Seed Travel and others. Many of these bloggers were hosted on FAMs.
255, 923
$
The total advertising value the OHTO generated as a result of its media relations efforts this past year, exceeding the goal of $60,000.
Where We're Going ROADMAP FOR THE FUTURE
April 2014: OHTO Releases Tourism Starts With You:
TOURISM ORGANIZATION
Making Shift Happen Guide – Presenting our new
ONTARIO’S HIGHLANDS
40
The Ontario’s Highlands Tourism Organization is proud
regional strategy to tourism operators across the region,
of the successes we have seen over the past year. Since
the OHTO released a new guide (in print and digital)
the end of our 2013-2014 fiscal, we have been busy
with information on how members can make an impact
working towards our strategic objectives for 2014-2015,
by creating captivating, authentic and memorable
continuing on the road to a new, invigorated brand
tourism experiences that speak to the needs of the
platform and strategic framework. We are pleased to
guest and lead to repeat visits. Along with images that
provide a sneak peek of some of the ways we have
showcased dedicated tourism businesses from within
been “making shift happen” since April 1, 2014, focusing
Ontario's Highlands, the guide turned traditional
on visitor-centric experiences. A full report on these
thinking about tourism on its head by asking operators
projects and outcomes will be included in the 2014-2015
to shift away from marketing "products", and move
Annual Report.
towards an experiential marketing of our region's unique
MAKING THE SHIFT
ANNUAL REPORT
41
and increasing the social conversation about Ontario’s
was distributed during one-on-one site visits as part of
Highlands on a campaign microsite, ohletsgo.ca, through
the “Tourism Starts With You” campaign. A campaign
the use of an #OHLetsGo hashtag.
website, www.tourismstartswithyou.ca, was also updated. May 2014: Understanding the Ideal Guest – Using April 2014: Social Media Brand Ambassador Hired –
Consumer Insights Research from the OTMPC, the
Carly Freeman, OHTO’s Social Media Brand
OHTO completed a "deep dive" into the travel attitudes
Ambassador, was hired to tell the story of Ontario’s
and types of experiences sought by Connected
Highlands from a visitor’s point of view. Armed with a
Explorers in order to distinguish what this Ideal Guest
smartphone, map, and a hashtag, Carly’s “Great Escape”
is looking for in a destination, and assist with regional
Road Trip officially started in May 2014 as part of the
theme development.
“OH Let’s Go” Summer Campaign. Over the summer months, Carly has been instrumental in helping
May 2014: Identification of Core Regional Themes –
us spread the word about the breadth of tourism
Focusing on the needs of the visitor, the OHTO began
experiences available in Ontario’s Highlands by sharing
working towards identifying core themes for Ontario's
her experiences, stories and photos through a blog and
Highlands that would appeal to the Connected
OHTO’s social media channels.
Explorer and become the anchoring piece of the brand platform moving forward. The OHTO worked
May 2014: “OH Let’s Go” Summer Campaign Launched –
with Tourism Cafe Canada on an initial phase that
Our summer campaign launched, effectively creating
involved carefully narrowing down a handful of
emotional appeal between the visitor and the region
possible themes for the region.
2013 - 2014
people, stories and memorable experiences. The guide
TOURISM ORGANIZATION ONTARIO’S HIGHLANDS
42
May 2014: Ride the Highlands Brand Toolkit Developed –
the brochures, drawing attention to some of the most
BC Hughes developed a brand toolkit for the Ride the
unique experiences in Ontario’s Highlands.
Highlands motorcycle project, outlining the brand essence, key messaging and guidelines for application
June 2014: #OHRocks Photo-Ops Signs Installed - To aid
and involvement for industry partners. With a focus
in the brochure launch, the OHTO rolled out a unique
on the visitor, the brand concept was sent to a group
in-market activation and branding activity around
of motorcycle media as well as riders for feedback, and
Recreational Geology aimed at increasing visitor
received a thumbs up!
engagement and encouraging a conversation around Ontario’s Highlands’ special geology attractions on social
May 2014: Ride the Highlands Website Goes Live –
media. ‘Photo-op’ signs were installed at 19 Recreational
The motorcycle tourism website, RidetheHighlands.ca,
Geology sites across Ontario’s Highlands showcasing a
was launched as a tool to help riders plan their trips.
unique vista or scene in the background. Visitors were
It encompassed the story of the people and the roads,
encouraged to snap their picture in the Polaroid sign
and reinforced the message that Ontario's Highlands
and share it on social media using #OHRocks.
is the ultimate motorcycle playground. June 2014: Motorcycle Collateral Distributed & Ad May 2014: Hidden Gems Brochure Distributed at
Campaign Launched - Motorcycle Only Parking Signs,
Recreational Geology Sites – The OHTO released
Motorcycle ‘Approved’ Window Decals, and locally
Hidden Gems, an in-destination brochure highlighting
handmade custom kick stand pads were distributed
the Recreational Geology sites across Ontario's
to motorcycle-approved businesses across Ontario’s
Highlands. Recreational Geology sites and Visitor
Highlands. To support the launch of the motorcycle
Information Centres began displaying and distributing
product, a digital advertising plan was launched,
MAKING THE SHIFT
targeting motorcycle enthusiasts.
compelling brand strategy that generates greater brand affinity to the region for both consumers
August 2014: OHTO Retains New Marketing Agency of
and stakeholders.
Record – The OHTO signed on Karo Group, an awardwinning integrated creative agency and leader in experiential tourism in Canada, as its new Marketing
• Identifying marketable themes of the region to guide destination development and promotional initiatives.
Agency of Record. • Launching a compelling winter marketing September 2014: Karo Group Holds Member Marketing
campaign that capitalizes on the gains we have
Sessions – Karo Group held four stakeholder sessions
made in our “OH Lets’ Go” summer campaign and
in Madoc, Bancroft, Calabogie and Perth, presenting
engages visitors through continued use of social
members with the “path to purchase” lifecycle of visitors
media and the #OHletsgo hashtag.
to Ontario’s Highlands, information on the best media, digital and social tools for our region, and strategies for creating personal connections with the Ideal Guest.
• Continuing our commitment to our strategic priorities, as well as a visitor-centric regional
MOVING FORWARD
all activities. The Ontario's Highlands Tourism Organization thanks
Over the next few months, the OHTO looks forward to:
all of our partners for their support and collaboration,
ANNUAL REPORT
strategy that places the Ideal Guest at the heart of
43
and looks forward to another great year of tourism growth and successes.
2013 - 2014
• Working with Karo Group to implement a
TOURISM ORGANIZATION
STRENGTHENING PARTNERSHIPS & COLLABORATION ONTARIO’S HIGHLANDS
44
STRENGTHENING PARTNERSHIPS & COLLABORATION
HOW YOU CAN CONTRIBUTE TO TOURISM GROWTH
1) Pre-Trip Consumer Website
Collaboration is a core value of the OHTO. It is our belief no one organization, business, or individual is
OHTO’s consumer website, Ontarioshighlands.ca, is a key
capable of growing tourism in the region. In order to
digital asset in the promotion of the region to visitors. It
realize the potential of our industry it is imperative all
communicates the main benefits of choosing Ontario’s
groups at all levels work together. We are committed
Highlands as a travel destination.
to understanding the needs of our industry and Every OHTO member receives a listing on the consumer
collaboration and the achievement of excellence in
website providing the opportunity to directly connect to
tourism. In order for our goals to be realized, member
visitors looking for specific experiences. It is beneficial
participation is key. We offer a number of ways to
for members to utilize this listing and update their
increase your engagement with us in order to stay
information to communicate to visitors a compelling
informed of opportunities to contribute, and to deliver
and attractive offer. Support is available to develop
on the customer experience for the Ideal Guest
content and imagery to enhance the listing.
through all stages of travel.
ANNUAL REPORT
responding with programming aimed at enabling
45 2013 - 2014
for partners to promote their business or activity to a larger audience. Whether it is a distinctive experience, special event, or unique story, share it with the OHTO for promotion on our social media pages. Spread the word and leverage your message! TripAdvisor Visitors are placing an increasingly high value on travel review sites. Seventy-nine percent of Connected Explorers in particular use review sites on their mobile devices while travelling. These sites are growing in TOURISM ORGANIZATION
popularity as key decision-making factors in trip planning.
46
TripAdvisor is the world’s largest travel site and reports: • 93 percent of global travellers say their booking decisions are impacted by online reviews Provide Incentives for Marketing Initiatives
• 81 percent of travellers usually or always reference
ONTARIO’S HIGHLANDS
Trip Advisor reviews before making their selection The response rate of marketing initiatives increases when an incentive is offered in line with a promotion. Incentives can occur in the form of discount offerings,
• 53 percent of travellers say they will not book a hotel that doesn’t have any reviews
prize offerings, or package development. The OHTO has responded to this by creating a OHTO integrates incentives into marketing campaigns
destination profile page in TripAdvisor which highlights
in an effort to increase consumer response and to directly
all businesses in the region that have a TripAdvisor page.
connect partners to the visitor. Members who provide
TripAdvisor workshops are also offered periodically
incentives for promotion in marketing campaigns will
to provide operators with the opportunity to better
directly benefit from being featured. The only cost to
understand the value of TripAdvisor and effectively
the partner is the cost of the incentive.
manage reviews.
Social Media
FAM Tour Hosting
Social Media is a central focus to the OHTO marketing
Throughout the year, OHTO invites media and hosts
strategy. Both Facebook and Twitter serve as a primary
press trips in an effort to enrich media relationships,
source for connecting to the consumer, promoting the
increase brand/story awareness and produce unpaid,
region, and encouraging interaction with visitors.
engaging and positive editorial coverage. One-on-one communication and engagement with the media is a
OHTO’s social media platforms provide the opportunity
priority for the OHTO and press trips are continuously
OHvation Program
experiences available in the region. Meeting and exceeding visitor expectations by providing quality, memorable experiences is essential to your
product or service as an aspect of a press trip. This
business’ bottom line and for Ontario’s Highlands to grow
provides the opportunity to "pitch" your business to
as a competitive tourism destination. The OHvation
the media with the potential of garnering unpaid
Program is a tool that can help you better understand
promotion to your target market.
your customers and identify ways to close the gap between what visitors expect and what’s actually being
Opportunities to partner on press trips will be presented at
delivered to them.
several times throughout the year but will mostly align with the seasonal marketing campaigns. Please contact
Central to the program is a mystery shop analysis, where
the OHTO to indicate your interest in hosting media.
the OHTO will arrange for an anonymous mystery shopper to visit your location just as an ordinary
2) During - Destination Development Programs
customer would experience it. Though the assessment is a snapshot in time, it is a true representation of the
Destination development refers to everything we need to
visitor’s experience and a great opportunity for you to
do to fulfill the visitor experience. It includes welcoming
collect valuable feedback about whether your business
visitors to the region, developing lasting personal
or organization is meeting visitor expectations.
connections with them, and competitively differentiating ourselves through improving existing and creating new
Frontline staff play a critical role in delivering the visitor
tourism experiences. The OHTO has a number of
experience because they meet and interact directly with
programs in place to support businesses and communities
visitors. Their commitment to offering great customer
towards delivering exceptional visitor experiences.
service and tourism ambassadorship will have a
47 2013 - 2014
Members can heighten their profile by offering their
ANNUAL REPORT
arranged for media to create awareness of the
tremendous impact on the overall impression of the destination. OHvation is a resource that can assist with the development of your staff into knowledgeable and passionate tourism professionals. There is also the potential to receive a regional designation as a customer service leader through the program. This not only instills pride within your organization but OHvation designated businesses are often included in exclusive promotional campaigns.
TOURISM ORGANIZATION
Mobile App
48
OHTO developed the Travel Ontario’s Highlands Mobile App, a ‘Travel Buddy’ used by visitors while in the region. The app includes business and event listings, postcard and nearby features. Each OHTO member receives a listing on the mobile app which includes a picture,
including through the Ontario’s Highlands consumer
description, available promotions, email contact and
website at ontarioshighlands.ca
website listing.
ONTARIO’S HIGHLANDS
Tourism Workshop Partnership Program Experiential Development Training is crucial for organizational development and Experiential development will shift the position of
success. The OHTO works together with tourism leaders
Ontario’s Highlands’ offer from undifferentiated, low
within the communities of Ontario’s Highlands to
emotion and engagement travel assets (e.g. a lake, trail,
partner on the delivery of workshops that equip tourism
museum), to those which connect emotionally with
organizations and operators with the tools and skills
visitors through the presentation of an “experience”
to effectively develop tourism at the local level.
(e.g. story teller or interpretive guide). The OHTO will be
Training opportunities range from tourism packaging,
working directly with stakeholders and communities
experiential travel development, customer service
to identify and develop the experiences that will appeal
workshops, marketing, as well as organizational
to Connected Explorers and which truly define the
capacity building through strategic/business planning
opportunity to discover and engage in Ontario’s Highlands.
and governance training.
Packaging Development Program
Tourism Development Partnership Program
The OHTO has developed a packaging program that
This application-based program offers local communities
assists with the development of both traditional and
the opportunity to partner with the OHTO on tourism
experiential packages. Through workshops and one-on-
development projects that align with OHTO strategic
one coaching, suppliers can build quality packages and
priorities. The primary function of this program is to
learn how to promote and make them available for sale
support tourism development activities at the local level.
ONTARIO'S HIGHLANDS TOURISM ORGANIZATION
2013-14 Operating Budget
ORGANIZATIONAL DEVELOPMENT Salaries and Benefits
$242,644
Governance
$14,973
General Administration
$63,814
Stakeholder Engagement
$82,018
Research
$10,302
$413,751
DESTINATION DEVELOPMENT
Product Development
SUBTOTAL
$7 1,411
C
$124,549
2013 - 2014
Workforce Development
$195,960 MARKETING
Consumer Advertising
$231,163
Digital Assets
$69, 63 8
Media and Public Relations
SUBTOTAL
$23,741
$324,542 PARTNERSHIP FUNDING
Tourism Development Partnership Fund
SUBTOTAL TOTAL EXPENSES
ANNUAL REPORT
SUBTOTAL
$74,499
$74,499 $1,008,752