Issue link: http://tourismwpg.uberflip.com/i/873887
22 2018 Destination Marketing Plan and Partnership Opportunities Frontline Visitor Information Presentations To increase hotel and attraction guest satisfaction, thereby encouraging repeat visits and positive word-of-mouth advertising, Tourism Winnipeg will continue to deliver complimentary frontline training sessions on what to see and do in Winnipeg. This visitor information presentation is delivered on-site and provides information on attractions, events and activities of interest to visitors. Frontline Industry Familiarization Tours Tourism Winnipeg will continue to provide destination training for frontline staff through familiarization tours of various Winnipeg tourism establishments to increase product knowledge. Firsthand knowledge of Winnipeg's attractions and events provides frontline staff with memorable experiences, so they can maximize guest satisfaction by speaking with authenticity and expertise. INDUSTRY MARKETING COMMUNICATIONS Weekly "What's Happening in Winnipeg" emails will be distributed to attractions and hotels to ensure frontline staff can provide visitors with the most up-to-date and accurate information about what's going on in Winnipeg. Tourism Winnipeg's visitor publications also serve as quick and easy reference tools for frontline staff and visitors alike. Continued support and engagement on social media also helps service visitor inquiries in the digital space. LEISURE TRAVEL The leisure market represents 76 per cent of all travel to Winnipeg. Within this market, visiting family and friends accounts for 43 per cent (1.7 million) of all travel to Winnipeg and $245 million in tourism spending. All other leisure travel accounts for 33 per cent (1.2 million) of visits and $218 million in tourism spending. Tourism Winnipeg will continue to identify competitive advantages and unique selling propositions that enhance visitor experiences. As marketing platforms are being implemented, Tourism Winnipeg will promote seasonality, arts and culture, architecture, gaming, sports and recreation, cuisine, nightlife, shopping, neighbourhood treasures and more. Tourism Winnipeg will continue to develop niche itineraries and campaigns that specifically appeal to various groups interested in unique Winnipeg experiences. Target Audience Primary Families (multigenerational, millennials, baby boomers), seniors, student/youth Secondary Couples (romantic getaways), women (girlcations), men (mancations) Target Geographic Markets Primary Manitoba (outside of Winnipeg), northwestern Ontario, eastern Saskatchewan, North Dakota Secondary Minnesota TACTICS INTEGRATED MARKETING COMMUNICATIONS: PUBLICATIONS Tourism Winnipeg develops quality publications to showcase Winnipeg in print and digital formats. Winnipeg Visitor's Guide The 2019 Winnipeg Visitor's Guide will position the city as a desirable four-season destination and will be recognized as the flagship publication for planning a visit to Winnipeg. It is the ultimate planning tool featuring things to see and do. The guide is also used as the Winnipeg promotional piece across all markets and is distributed to hotels, visitor hotspots and visitor areas outside of Winnipeg. Tourism Winnipeg's visitor experience manager also conducts training for frontline staff to ensure familiarity with the guide's content. Events and Itineraries Guide The Events and Itineraries Guide will be produced biannually to attract visitors to Winnipeg, assist in travel planning and encourage locals to experience Winnipeg's many festivals, sports events, concerts and special activities. These popular guides will include sample itineraries as well as an entertaining list of "101 Things to Do in Winnipeg" created for various niche interests. The guides will be distributed at visitor hotspots in and around Winnipeg. Maps Maps of Winnipeg will be included in the 2019 Winnipeg Visitor's Guide and printed on large tear-away pads. The maps showcase Winnipeg's accommodations, attractions, parks and shopping. They also identify Winnipeg's key neighbourhoods, including downtown, the Exchange District, St. Boniface, Osborne Village, Corydon VISITOR SERVICES TRENDS » Many cities are closing their doors on storefront visitor bureaus and taking their message on the road by outfitting trucks or vans with iPads, map murals and music to draw visitors to this new generation of visitor centres. » Smartphones are now the most watched medium providing content information. » Visitors are looking for more in-depth knowledge, insights and unique experiences that are available to them (i.e.,ways to experience the essence of the destination). » This means that frontline staff will require more training, not only on in-depth product knowledge (for the local area, the region and the province as a whole), but also on how to respond to the customer and to meet their expectations and demands. » According to Google, 85 per cent of leisure travellers decide on activities only after having arrived at a destination. Source: www.gov.ns.ca/econ/tourism/docs/Visitor_Information.pdf