The Great Waterway Monthly Overview 08/17 01
AUG Project Highlights In co-ordination with TGW team, established marketing execution plan for branded experience campaign and build out all assets to the campaign including video, landing page, digital advertising, budget breakdowns, co-ordination of TV commercial creative, content, analytics tools, etc. Creative completed included the Golf and Wineries French landing pages, OTIC Union Station signage replacement, Dreamscapes print ad, MétéoMédia French campaign creative, AdWords, etc. Co-ordinated and developed fall co-branded email campaign (English and French versions) and partnership details with KAP Build out paid media advertising plans including the fall campaign, Everything Water Contest, Summer s Not Over Contests, boosted content, AdWords, etc.. Finalized content curation and image/map assets for #OnTheWay traveller campaign Developed 2 Summer s Not Over contests including contest pages, paid media campaign, creative assets, etc. 02
WEBSITE Consumer Website Traffic - English Total Website Visitors Unique Visitors Total Pages Views 2017 2016 2015 2017 2016 2015 2017 2016 2015 Apr. 18,062 13,281 9,693 14,960 11,382 8,571 33,080 33,555 21,955 May 30,216 22,458 12,026 26,171 19,418 10,677 88,514 39,865 25,505 June 52,327 60,264 15,689 41,710 46,098 13,826 167,178 85,563 32,668 July 63,883 52,584 25,468 48,742 46,313 22,032 208,737 91,313 55,201 Aug. 66,226 41,591 33,883 51,097 33,986 29,291 234,514 61,768 69,641 Sept. Oct. Nov. Dec. Jan. Feb. Mar. YTD 230,714 190,178 96,759 176,018 153,852 82,426 732,023 312,064 204,970 W Unique Visitors have increased by 50.35% YOY. Page visits have increased by 279.67% YOY. 03
WEBSITE Consumer Website Traffic - French Total Website Visitors Unique Visitors Total Pages Views 2017 2016 2015 2017 2016 2015 2017 2016 2015 Apr. May June 72 n/a n/a 61 n/a n/a 212 n/a n/a July 584 n/a n/a 511 n/a n/a 1,587 n/a n/a Aug. 808 n/a n/a 697 n/a n/a 1,681 n/a n/a Sept. Oct. Nov. Dec. Jan. Feb. Mar. YTD 1,464 n/a n/a 1,246 n/a n/a 3,480 n/a n/a W The French translated version of the consumer site launched June 26th. The key English website pages were consolidated to 11 core French pages. Content was re-written and developed to house everything in 11 pages. 04
WEBSITE Age & Gender Age 18-24 25-34 35-44 45-54 55-64 65+ Aug 8% 20% 21% 22% 19% 10% YTD % 8% 21% 21% 21% 18% 11% Male - 41% Female - 59% Most Popular Pages Location Page Page Views Aug 2017 / (Home Page) 37,927 /contest/everything-water/ 14,490 /contest/summer-not-over-wine-tour/ 12,120 /pt-destination/prince-edward-county/ 9,744 /contest/summer-not-over-golf-getaway/ 7,585 /explore/outdoor-activities/ 3,808 /stay/ 3,595 /explore/ 3,195 /scenic-waterfront-patios-youll-love/ 3,120 /destinations/ 2,959 Toronto - 27.58% Ottawa - 12.07% Montreal - 9.16% Kingston - 5.38% New York - 2.93% (not set) - 2.42% Mississauga - 2.35% Brampton - 1.42% Belleville - 1.02% Oshawa- 0.97% 05
WEBSITE Inbound Referrals to Website O Organic R Referral E Email S Social CPC - Cost Per Click (paid media) B - Banner Aug 2017 Page Views Google - CPC 19,095 Google - O 14,476 m.facebook.com - R 11,264 (direct) / (none) 6,110 ontariotravel.net - R 3,916 facebook.com - R 3,642 instagram.com - R 1,534 TWN 2017-18 - CPC 872 l.facebook.com - R 863 lm.facebook.com - R 515 visitpec.ca - R 253 Ottawa Road Trips Newsletter - E 236 contestgirl.com - R 224 06
SOCIAL MEDIA OVERVIEW Social Overview Social Network Aug 2017 Website Visits Aug 2016 Website Visits Facebook 16,316 6,509 Instagram 1,561 29 To review the monthly social media organic report in its entirety, visit this link here. Twitter 82 139 LinkedIn 13 3 Pinterest 11 1 Aug 2017 Organic Paid Monthly Total Facebook Reach 67,450 1,169,842 1,270,784 Website Clicks (Facebook & Instagram) 2,836 15,041 17,877 Month Over Month Fan Increase Facebook +58 +645 +703 Instagram +50 N/A +50 Twitter +52 N/A +52 07
PAID ADVERTISING 1dea Buys Medium Start/End Dates Apr. May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Google AdWords (Paid Search) Google AdWords (Display) Social Media Paid (Facebook & Instagram) Apr 3 - Mar 31 720 412 3586 4870 3,237 Apr 10 - Mar 31 5122 1026 9365 11600 12,207 Jun 16 - Mar 31 1095 0 2255 5644 15,041 theweathernetwork.com Jun 9 - Mar 31 1247 1463 1,039 Contest - Fall (Summer s Not Over) Aug 15 - Sept 15 6,126 entries TripAdvisor* (paid - 2016-17 budget) Apr 1 - Mar 26 66 67 124 76 Video Paid (YouTube/ AdWords for Video, etc.) TBC - Finalizing video assets for paid campaign (Jun completion) 18,100 views 28,887 views For any fields marked as n/a, stats that represent click-through s to the website are not available. 08
PAID ADVERTISING TGW Buys Medium Start/End Dates Apr. May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. Attractions Ontario - Summer Passport Magazine May 15 - Aug 31 n/a n/a n/a n/a n/a Travel Guides to Canada Apr 17 - Sept 10 n/a n/a n/a n/a n/a For any fields marked as n/a, stats that represent click-through s to the website are not available. 09
PAID ADVERTISING OTMPC Medium Start/End Dates Apr. May June July Aug. Sept. Oct. Nov. Dec. Jan. Feb. Mar. OTMPC 'Where am I?' Print - English Magazine Apr 3 - May 14 n/a n/a n/a n/a n/a OTMPC 'Where am I?' Native Ads Partnership (Spring) May 15 - Jun 4 (TGW), Jun 5-25 (TIAP) 14612 9060 OTMPC "Where am I?" Co-Branded Email May 31 169 3282 101 24 OTMPC 'Where am I?' Native Ads Partnership (Fall) Sept 18 - Oct 8 (TGW), Oct 9-29 (KAP) OTMPC ONroute Service Centres (6 Months) OTMPC OTIC - Hawkesbury Outdoor Kiosk OTMPC OTIC - Bainsville Interior Backlit Sign OTMPC OTIC - Toronto Union Station (TBC) OTMPC 'Where am I?' Print - French Magazine (French) May 1 - Oct 30 n/a n/a n/a n/a Apr 3 - Sept 30 n/a n/a n/a n/a n/a Apr 3 - Sept 30 n/a n/a n/a n/a n/a Apr 3 - Sept 30 n/a n/a n/a n/a n/a May 8 - Aug 30 n/a n/a n/a n/a For any fields marked as n/a, stats that represent click-through s to the website are not available. 010
EMAIL MARKETING E-Newsletter Deployments - Consumer 31-May 30-Jun 31-Jul 31-Aug 30-Sep 31-Oct 30-Nov 31-Dec 30-Jan Feb-28 Mar-31 Successful Deliveries 2,053 2615 3150 9738 Unique Opens 21% 26% 30% 24% Clicks to Website 131 169 225 693 E-Newsletter Deployments - Industry 15-May 20-Jun 15-Jul 21-Aug 15-Sep 15-Oct 15-Nov 15-Dec 15-Jan Feb-15 Mar-15 Successful Deliveries 617 620 636 Unique Opens 234 237 186 Clicks to Website 33 32 28 011
BLOGGING Blogs Published During Month Featured Blogs Blog Title Publishing Date Page Views An Unforgettable Road Trip Along The 1000 Islands Parkway Aug 25 2,244 Savour the Bounty of South Eastern Ontario s Fall Harvest! Aug 31 52 Mini Blogs (Created Through Social Media Contract and Traveller Campaign) Blog Title Publishing Date Page Views Festival and Event Guide to South Eastern Ontario Updated During July 1,640 Castles, Tree Top Trekking and Otters! Life is Good. Aug 2 377 Compelling History and Unforgettable Food Aug 9 1,786 Rideau Heritage Route; South-Eastern Ontario s Gem Aug 10 983 32 Days Later: The Beauty of South Eastern Ontario Aug 17 1,790 8 Places to Rent Canoes, Kayaks, SUP Boards & More in South Eastern Ontario Aug 23 138 An Unforgettable Road Trip Along The 1000 Islands Parkway Aug 25 2,244 012