2016/2017 CANADIAN CANOE CULTURE OUTDOOR ADVENTURES. Ontario Tourism Marketing Partnership Corporation An Agency of the Government of Ontario

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1 2016/2017 CANADIAN CANOE CULTURE OUTDOOR ADVENTURES

2 THE CANADIAN CANOE CULTURE SHAPING ONTARIO, CONNECTING CANADA With over 400,000 lakes, rivers and streams, the canoe played an integral role of building the province of Ontario. Historically, the canoe connected the Indigenous, English and French cultures, throughout Ontario and across Canada. The Canadian Canoe Culture reaches beyond the canoe to include the various forms of paddling and symbolizes the core values and ideals of our province, our country and ourselves. We are a Nation of rivers and a river of Nations. 2

3 THE CANADIAN CANOE CULTURE MULTI-YEAR CAMPAIGN Initially a three-year campaign, the multi-year campaign will provide a platform to capture the essence of the Canadian Canoe Culture in Ontario and inspire new, existing and future adventurers to get out paddling. The program will unite and unify the paddling community, operators, indigenous community, destinations and paddling experts throughout Ontario via a dynamic marketing approach. The promotional campaign will provide a common voice, messaging and branded elements celebrating Ontario content to International, US and Domestic Markets. 3

4 THE CANADIAN CANOE CULTURE OVERALL CAMPAIGN APPROACH In terms of overall approach and fit, the Canadian Canoe Culture theming will align to the Ontario Where Am I? campaign by using campaign headlines, images (to prompt intrigue and interest), and copy treatments that are clues to where our consumer targets can experience paddling in Ontario. Partners are encouraged to align their marketing efforts with the Where Am I? brand-style execution. Ontario Tourism brand information and guidelines can be found at 4

5 CANADIAN CANOE CULTURE CAMPAIGN PILLARS The campaign will be anchored by an authentic, 12 to 14-minute documentary-style video that will feature 5 pillars, or concepts/themes. The overarching theme of the entire campaign is built around connections: to family and friends and our environment. The 5 pillars (outlined in the following slide) are extensions of our theme, and will help us define the importance of connecting with the Canadian Canoe Culture Campaign. For each pillar, the campaign will include a short, emotive videos, additional content and stories, social media tactics (using # PaddleON) with the goal of inspiring target markets to buy into paddling experiences across the province. 5

6 CANADIAN CANOE CULTURE CAMPAIGN PILLARS CHALLENGE YOURSELF Paddling builds confidence and creates personal growth. Market Segments: Avids, Connected Explorers Origin: Domestic, UK, Germany, US MAIN CAMPAIGN THEME: CONNECTIONS PADDLE THE PAINTED LANDSCAPES Paddling in wilderness inspires creativity & connection (Group of Seven). Market Segments: Avids, Knowledge Seekers, Connected Explorers, Origin: Domestic, U.S. UK MAKE A REAL CONNECTION Paddling teaches core values, skills and love of nature. Market Segments: Avids, Family-Memory Builders Origin: Domestic, UK, Germany, US SHARED KNOWLEDGE The Canoe is a symbol of the great wisdom to be learned from Canada s Indigenous people. Market Segments: Avids, Connected Explorers, Family Origin: Domestic, UK, Germany, US PROUD TO BE A CANADIAN PADDLER Paddling is the quintessential Canadian experience. Market Segments: Up and Coming Explorers Connected Explorers Origin: Domestic 6

7 INDUSTRY ENGAGEMENT STRATEGY Canadian Canoe Culture Partners Individual Partner Content Development & Sharing Canadian Canoe Culture Brand Development & Cross Partnership Content Development Cross Partnership Content & Social Media Sharing Outdoor Adventures Ontario Parks, Parks Canada Canadian Canoe Museum Paiid Media Partnerships Paddle Canada TO /UK Adventure Shows RTOs, DMOs,SECTORS Indigenous Communities Adventure Business Event Organizers Celebrities Retail CONTENT Stories Blogs Packages Images Video Photo Essays Contests How-To (Skills) Interviews Itineraries Events Workshops TACTICS Website Northern Content Site E-newsletters Media Relations Social Media Travel Shows Travel Trade Print OTMPC will create & share Brand & messaging for partners including CCC badges (Proud to be part of the CCC) & web CCC landing page template A monthly CCC content schedule (based on themes and buying cycle) for OTMPC channels Create a CCC social media plan to share content using #PaddleON, #DiscoverON and other hashtags CCC content via OTMPC channels: Image Ontario, YouTube, Facebook, Instagram, Twitter, OT.net, Portal, OT.net/ukadventure, e-newsletters Partners will be encouraged to: Create a CCC landing page on their webstie that includes branded message, badge, their own content, related partner content Include CCC content in their e-newsletters, and other tactics Share CCC content via social media always using #PaddleON, #DiscoverON and other hastags as appropriate Social Media Promotion of Canadian Canoe Culture (CCC) All content will be consolidated under #PaddleON #WhereAmI All partners can monitor #PaddleON in various social media platforms and share CCC content that is relevant to them. Example: The Great Canadian Kayak Challenge would do posts including #PaddleON, #Timmins, #NEOntario, #DiscoverON,#whereAmI All partners can easily find & share CCC posts that are relevant to their region, business, etc. by monitoring #PaddleON on social media sites Canadian Canoe Culture Landing Pages Outdoor Adventures will create a CCC page to share its content (See Ontario Parks Healthy People example). This could he housed on OT.net and the Portal Outdoor Adventures. Would include Social Media Feeds with all #PaddleON content. Potential to have paddling events listed on page through coding. Canadian Canoe Culture Pages on Partner Sites Key partners will create branded CCC pages on their own site to share their own content and other relevant partner content. All partners will be encouraged to create CCC pages. 7

8 #PADDLEON & #DISCOVERON STRATEGY WEBSITE BLOGS E-NEWSLETTERS SOCIAL MEDIA VIDEOS/IMAGES TRAVEL TRADE MEDIA PARTNERS REVIEW #PADDLEON POSTS FOR RELEVANT CONTENT AND PUSH TO THEIR FANS + OTHER CHANNELS OTMPC RAPID MEDIA PADDLING.NET ONTARIO PARKS, CANADIAN CANOE MUSEUM, RTOs, DMO S, SECTOR S etc. #PADDLEON ON SOCIAL MEDIA CONSOLIDATES CONTENT INDIVIDUAL SOCIAL MEDIA POSTS PROMOTING CONTENT CONTENT PIECES ON PARTNER SITES 8

9 #PADDLEON & #DISCOVERON PARTNER PARTICIPATION EXAMPLE #PaddleON should be used in conjunction with #DiscoverON where character limits and other factors allow. 9

10 THE CANADIAN CANOE CULTURE PARTNER BADGE To align your communications with the Canadian Canoe Culture, you are encouraged to use the Partner Badge in your advertising and other communications The Partner Badge and guidelines on how it can be used can be found at 10

11 HOW TO PARTICIPATE OTMPC PADDLING INVENTORY & PROMOTION RTO s, DMO S, Sector associations to provide information for OTMPC s paddling inventory (a template will be provided) Individual businesses & event organizers will be encouraged to post paddling experiences & events on Ontariotravel.net for FREE! 11

12 HOW TO PARTICIPATE CREATE OR ENHANCE YOUR CANADIAN CANOE CULTURE PAGE/SECTION ON YOUR WEBSITE Use Canadian Canoe Culture badge where possible (partners will have access to creative assets) Create content for your paddling section using inventory information. RTOs to share inventory with adventure businesses for cross-promotion and businesses to provide RTOs with content where possible. Each partner will decide what content is applicable for their use. 12 Paddling Experiences (Guided Trips, Fully Outfitted/Planned Trips and/or Lodge-based Experiences) Lessons, Skills Clinics & Learning Gatherings/Festivals Adventure Outfitters Themed Itineraries/Attractions Competitions Events (Non-Competitive) & Happenings Top 10 Paddling Places/Routes Retail Cool Related Content/Stories/Videos Social Media feed

13 HOW TO PARTICIPATE SOCIAL MEDIA CONTENT SHARING Share your content via social media including #PaddleON, #DiscoverON, RTO location and other relevant cross-promotion tags. CONTACT INFORMATION For more information please contact: Steve Bruno OTMPC Partnership Co-ordinator Cell:

14 MARKETING ACTIVITIES & TIMELINE November 2016 November 14 Start of industry communication piece distribution November 21 Follow up communication and distribution of Paddling Inventory Collection Sheet and Partner Guide to interested partners 14

15 MARKETING ACTIVITIES & TIMELINE December 2016 December 1 Launch of new CCC landing page on December 1 Launch of CCC campaign and CCC contest on UK Adventure Hub ( ), Contest closes March 31, 2017 Initial content collection and sharing, using # PaddleON & #DiscoverON, with all RTOs, DMOs and partners 15

16 MARKETING ACTIVITIES & TIMELINE January 2017 January 6 Launch of CCC social media campaign using #PaddleON and #DiscoverON Mid-January Soft launch of new promotional CCC content section on Northern Content Site ( January 21 and 22 Planned launch and promotion of CCC and documentary at The Adventure Travel Show in London, England Late January Launch of paid media and social media CCC campaign 16

17 MARKETING ACTIVITIES & TIMELINE February 2017 Early February Planned launch of 2017 Reel Paddling Film Festival World Tour in Toronto and North American release of CCC documentary Early February Release of paid media print publications and online content featuring the CCC Early February separate short videos for five pillars/themes planned to be available for partner use February 24 to 26 Launch of CCC at Outdoor Adventure & Travel Show in Toronto 17

18 MARKETING ACTIVITIES & TIMELINE Ongoing Promotions January to December 2017 Promotion of CCC and CCC contest (open from December 1 to March 31) on UK Adventure Hub ( May Paid media print publication release June CCC Media Relations and Public Relations campaign Ongoing CCC social media campaign and social media influencer program using #PaddleON and #DiscoverON Ongoing content collection and sharing by all RTOs, DMOs and partners Ongoing collection of Paddling Inventory by OTMPC Ongoing promotion of CCC on the Northern Content Site Ongoing promotion of CCC through Reel Paddling Film Festival at 120 locations throughout North America Ongoing online and social media promotion by Rapid Media Ongoing paid media and social media CCC campaign 18

19 THANK YOU

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