CANADIAN CANOE CULTURE OTMPC
PURPOSE OF THE CAMPAIGN There s nothing else like it: your paddle cutting through the water, leaving eddies in your wake as you explore Canada s vast natural wonderland. Whether you re canoeing, kayaking, stand-up paddling or rafting, paddling is a fun, healthy and social activity. But more than that, paddling connects us to unforgettable memories and exciting adventures, to our heritage, to family and friends and to what it means to be Canadian. THE CANADIAN CANOE CULTURE
THE BENEFITS OF PARTICIPATING There are many benefits that come with participating in the Canadian Canoe Culture campaign. Help create a strong foundation to support and promote Canada as the world s premier paddling destination. Beyond that, it s great for business. We can help you maximize your profits through the power of cascading marketing and extend your reach through a strategic social media campaign. THE CANADIAN CANOE CULTURE
THE CANADIAN CANOE CULTURE GOAL The overarching goal of the Canadian Canoe Culture campaign is to position Canada as the top-of-mind paddling destination, "where the world comes to paddle". STRATEGY We ve adopted a two pronged strategy that focuses on connecting consumers and partners over a three year period to maximize exposure and promotional opportunities for the Canadian Canoe Culture. Through these dual channels, we will develop and share content that leverages the feelings and emotions that paddling evokes amongst target audiences. 4
THE CANADIAN CANOE CULTURE TARGET MARKET Primary: Ontario, Manitoba, Quebec, Northern USA, UK Secondary: Germany, France TARGET AUDIENCE OTMPC Segments: Avids/Special Interest Travellers, Up & Coming Explorers, Connected Explorers Destination Canada Explorer Types: Cultural Explorers, Authentic Experiencers THE CANADIAN CANOE CULTURE
CAMPAIGN THEME: CONNECTIONS Connections form the backbone and overarching theme of the Canadian Canoe Culture campaign. Paddling connects us to nature, friends and family, our Canadian heritage and unforgettable memories. It connects younger and older generations. It connects new and existing Canadians. And, paddling connects us all to something greater the spirit of adventure in the true Canadian wilderness. THE CANADIAN CANOE CULTURE
CAMPAIGN OVERVIEW CAMPAIGN PILLARS The program will be anchored by an authentic and compelling 20 - minute documentary-style video that features five Pillars. There will be five mini-campaigns developed, one for each Pillar. The campaigns will include a short, compelling video, additional content and stories, social media tactics with the goal of inspiring target markets to buy into paddling experiences across our provinces. The call to action will direct users to Canadian Canoe Culture landing pages where there will be links to content and regularly updated travel packages. The videos can be viewed at OntarioTravel.net/Paddle. 7
CANADIAN CANOE CULTURE CAMPAIGN PILLARS PILLAR CONCEPT AUDIENCE* VIDEO PILLAR 1: CHALLENGE YOURSELF PILLAR 2: PADDLE THE PAINTED LANDSCAPES Paddling builds confidence and creates personal growth for avid paddling enthusiasts and adventurers Paddling in the wilderness landscapes inspires artists (e.g. Group of Seven) OTMPC Segments: Avids, Connected Explorers OTMPC Segments: Avids, Knowledge Seekers, Connected Explorers, The Champion The Explorers PILLAR 3: MAKE A REAL CONNECTION Paddling for families teaches core values, skills and love of nature. OTMPC Segments: Avids, Family-Memory Builders The Connector 8 PILLAR 4: SHARED KNOWLEDGE PILLAR 5: PROUD TO BE A CANADIAN PADDLER The Canoe is a symbol of the great wisdom to be learned from Canada s Indigenous people. Paddling is the quintessential Canadian experience. OTMPC Segments: Avids, Connected Explorers, Family- Memory Builders OTMPC Segments: Up and Coming Explorers, Connected Explorers The Mentor The Settler * D e s t i n a t i o n C a n a d a E x p l o r e r Ty p e s o f C u l t u r a l E x p l o r e r s and A u t h e n t i c E x p e r i e n c e r s w i l l a l s o b e t a r g e t a u d i e n c e s i n a l l C C C c a m p a i g n s.
CAMPAIGN OVERVIEW STRATEGY CANADIAN CANOE CULTURE PARTNERS Connect consumers and partners to maximize exposure and promotional opportunities for the Canadian Canoe Culture. Use both channels to develop and share content that leverages the feelings and emotions that paddling evokes amongst target audiences. Travel Manitoba Outdoor Adventures Ontario Parks Parks Canada Paid Media Partnerships Paddle Canada TO/UK Adventure Shows RTOs, DMOs, Sectors Indigenous Communities Adventure Business Event Organizers Celebrities Retail TACTICS Website (i.e. OntarioTravel.net, NorthernOntario.travel) E-Newsletters Print Images Documentaries and Short Videos Based on 5 Campaign Pillars Social Media (#PaddleON and #PaddleCAN) Canadian Canoe Culture Contest Media Relations Events (i.e. 2017 Reel Paddling Film Festival) Travel Shows (i.e. The Adventure Travel Show in London, England and Outdoor Adventure & Travel Show in Toronto) Travel Trade CALL TO ACTION Drive users to Canadian Canoe Culture landing pages with buyable experiences. BUYABLE EXPERIENCES Packages Events Outfitting Itineraries Day Trips Resort /Lodge-based 9
CAMPAIGN TIMELINE CONSUMER PARTNER YEAR 1 YEAR 2 YEAR 3 Create a 10 to 12 minute documentary-style video, featuring the 5 campaign pillars. Launch mini-campaigns targeting specific markets to gather and create content for each theme. Form a Partner Working Group Build platform for partners to share paddling content Create branded messaging with common visual/emotive elements for the promotion of Canadian Canoe Culture Establish new partnerships Continue to build awareness for canoe culture in Canada through digital, social and traditional channels Continue to connect consumers with operators and their unique paddling product offerings Support partner content sharing through digital, social and traditional channels. Create new and exciting products that are more closely tied to the creative themes and vision Continue to grow the partner and retail campaign, possibly adding co-branding opportunities into the mix. 10
MARKETING ACTIVITIES TIMELINE JAN. 2017 FEB. 2017 MAR. 2017 APR. 2017 MAY 2017 JUN. 2017 JUL. DEC. 2017 Launch and promotion of campaign and documentary at The Adventure Travel Show in London, England North American release of documentary at the 2017 Reel Paddling Film Festival in Toronto Promotion through the Reel Paddling Film Festival at 120 locations throughout North America Launch of campaign at the Outdoor Adventure & Travel Show in Toronto Paid media print publication release Media Relations and Public Relations Campaign Social media campaign and social media influencer program using #PaddleON and #PaddleCAN Promotion on digital channels 11
HOW TO PARTICIPATE 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 www.tourismpartners.com This badge can be adapted for use by other provinces and territories 12
HOW TO PARTICIPATE There are many ways for you to join and take advantage of the Canadian Canoe Culture campaign: 1. Provide paddling inventory & promotion 2. Create or enhance your Canadian Canoe Culture page or section on your website 3. Share social media content (using # PaddleON or #PaddleCAN) CONTACT INFORMATION For more information please contact: Steve Bruno Partnership Coordinator 705-571-5177 Steve.Bruno@ontario.ca Chris Milner Director of Northern Partnerships 705-646-0351 Chris.Milner@ontario.ca 13
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