Canada
Canada provides North Carolina’s highest number of international visitors. Ease of access via highways and direct air service contributed to growth in the market.
- In the first three quarters of 2011, overnight visitation from Canada was 350,500, up 14.5 percent from the same time period in 2010. Over 60 percent of overnight visitors came from the province of Ontario and 25 percent came from Quebec.
- Canadian visitors spent $105 million during the first three quarters of 2011, an increase of 27 percent from 2010.
- Eighty-seven percent of Canadian visitors come for vacations/leisure or to visit family and friends
- The average length of stay per visitor party is 3.7 nights.
Canadian Sales & Marketing Accomplishments
Trade results:
- The Division developed a cooperative marketing plan with Total Vacations that features Asheville, Charlotte, Greensboro, Winston-Salem, Raleigh and the Outer Banks.
Exhibited at the following trade shows:
- OMCA, held November 6-9 in Windsor, Ontario
- U.S. Travel's International Pow Wow, held May 22-24 in San Francisco
Cooperative Marketing & Advertising Opportunities
- ATI/CAA – A new marketing agreement was formed in 2011 with ATI/CAA
- CAA/Travel Agent FAM hosted in North Carolina
- As part of our agreement, ATI was to organize a CAA FAM. Due to timing, ATI was unable to secure more than two agents, therefore opening the FAM up to other travel agents to create a Canadian Travel Agent FAM held in October 2011 to highlight areas off of the highway. Educating agents with tools and providing them first hand experiences will allow them to recommend and encourage North Carolina to their clients.
- CAA/Travel Agent FAM hosted in North Carolina
- Total Vacations – With the huge success of the first partnership in 2010 (before the official program launched and co-op marketing, etc), 89 passengers booked to NC with approximately 228 requests. Over 2,000 requests for the destination in this period of time.
- 2011 partnership from Jan 2011- Nov 2011 resulted in 1,297 passengers booked with over 3,000 requests.
- Continuation of participation with Total Vacations includes:
- Inclusion in main brochure with a two-page spread
- 12 exclusive eBlasts sent to over 18,000 agents
- 12 postings on Open Jaw
- Two monthly promotions with incentives to book NC
- Participation at five Ontario product launches
- Consumer E-Newsletters – Canadian office works with LGA to offer the monthly sweepstakes to our Canadian database.
Consumer Promotions
Promotion – Twinings Tea “Trip for Two to Charlotte, North Carolina”
- Canadian office negotiated a promotion with Twinings Tea and Zoomer magazine that ran from March 15 thru April 30, 2011 to target the snowbird market. Online contest was seen on 50plus.com, 50 Plus newsletters, Zoomer magazine newsletters and eBlasts.
- The Zoomer Media campaign received $81,698.52 in media value.
- We received 14,000 consumer contest entries.
Promotion – Twinings Tea “Ultimate Road Trip for Four”
- Canadian office negotiated a promotion with Twinings Tea and Zoomer magazine that ran from Oct. 3 – Dec. 31, 2011 to target the family holiday market. Online contest was seen on 50plus.com, 50 Plus newsletters, Zoomer magazine newsletters and eBlasts.
- The Zoomer Media campaign received $99,000 in media value.
- We received 7,000 consumer contest entries.
CHUM-FM online – Father’s Day Adventure to North Carolina
- Canadian office set up an online promotion for a Father’s Day adventure on the biggest Top 40 radio station in the Toronto area, CHUM-FM. The contest ran for two weeks, ending June 15. The adventure was three nights and four days in Raleigh, NC and included hotel, car rental, a Hurricanes hockey game and other area attractions.
- The contest promoted during peak drive times on air.
Sales Mission
- The sales mission was held in two cities (Toronto and Montreal) in February.
- Inviting industry partners to the event allowed for them to participate in trainings during the day and allowed them to meet one on one with operators to discuss product and build relationships.
- Both events were a success and were joined at the reception by Canadian media, which allowed for additional coverage to the state.
- The event was themed around BBQ and Southern hospitality.
- Between Toronto and Ontario, there were 28 trade attendees.
Canadian Public Relations Results
Media Results:
- Twelve journalists visited the state
- Media coverage: circulation of 54 million, resulting in value of $855,564
- Attended TMAC and Discover America Day. Total combined appointment 47.
Media Mission – combined with our Trade mission. Hosted 57 media attendees at functions in Toronto and Montreal with CVB partners.