Tourism Toronto launched its Get to Toronto Winter Campaign that builds on the successful momentum and turn-around of the industry`s visitor statistics…
Tourism Toronto launched its Get to Toronto Winter Campaign that builds on the successful momentum and turn-around of the industry`s visitor statistics to the region. The $2.3 million Get to Toronto Winter Campaign runs through to April 15 in Montreal, 10 Ontario and four US border cities as well as the UK.
Coming out of 2004, we can proudly say that our renewal efforts driven by the Destination Marketing Fee mechanism implemented n January 2004, resulted in more robust visitor travel to Toronto than expected, including from long haul destinations such as the UK, said Bruce MacMillan, president and CEO, Tourism Toronto.
The winter season traditionally represents a slower tourism season in Toronto; however, with an array of compelling arts, culture and culinary experiences, internationally acclaimed shopping and great value at some of the best hotels in the world, Tourism Toronto hopes to inspire visitors to come to Toronto NOW and enhance their experience once in the region.
Overseas- UK Market Program
Tourism Toronto and the Ontario Tourism Marketing Partnership Corporation (OTMPC) have joined with the Canadian Tourism Commission (CTC) and Air Canada to create the first ever 30-second television commercial showcasing Toronto as a City Break holiday for the UK market. The Toronto commercial begins airing on February 7 and runs for three alternate weeks alongside the $3 million CTC/Air Canada UK campaign.
The television campaign leverages Toronto`s equity built through last October`s 16-page supplement in the Sunday London Times that positioned Toronto as a shopping destination to its 1.3 million strong readership. The Sunday London Times program was supported by a major print campaign in the Evening Standard and London Metro alongside a heavy radio promotion.
In 2004, Tourism Toronto saw a year to date visitor increase of 27% over 2003 and 10% over 2002 in UK travel to Ontario. These trends demonstrate that in the UK, Toronto is being viewed more and more as an appealing City Break destination. Ninety-two percent of UK visitors mentioned go shopping as a planned activity while in Toronto. Britons spent $115 million while in Toronto in 2003.
US Market
The Winter Campaign will introduce yet another first: a major culinary event – Bon Appetit`s Master Chef Series developed in conjunction with Tourism Toronto, OTMPC and Air Canada. As part of a larger strategy to position Toronto as a world-class culinary destination, the city will welcome a combination of renowned celebrity chefs, food editors, local chefs and epicurean enthusiasts.
Supporting this program is an 8-page culinary supplement that will appear in the April issue of Bon Appetit magazine. Recent marketing materials, advertising and consumer campaigns have emphasized the breadth and depth of culinary choices in Toronto. A significant number of travellers to Toronto invest in culinary activities. In fact, food & beverage accounts for 28% of all Toronto visitor spending. In 2003, for example, visitors spent $999 million on culinary pursuits.
The Bon Appetit Master Chef Series will take place over 4 successive weekends in April. Confirmed celebrities include:
- Joey Altman, Bay Cafe – Food network – April 1-3 (he will be shooting an episode in Toronto)
- Dorie Greenspan – James Beard Foundation Winner and Columnist for Bon Appetit
- Shari Yard, Wolfgang Puck`s Executive Pastry Chef
- Dede Wilson, Contributing Editor, Bon Appetit and PBS Chef
- Tyler Florence, Food 911 and Tyler`s Ultimate on the Food network
Also promoting Toronto in the US, Air Canada has started its Internet Toronto promotion with a grand prize trip for two to Ontario`s capital.
Program Elements – Ontario, Montreal & Border States
Tourism Toronto has initiated a radio advertising and promotions program in 10 Ontario cities, Montreal, and the US cities of Buffalo, Erie, Rochester and Syracuse. Each market will award three grand prizes, complete with transportation for two from VIA Rail or Air Canada, two nights hotel accommodations with breakfast, lunch or dinner, admission to some of Toronto`s exciting attractions and more.
More than 1 million copes of a 42-page Winter Passport will be inserted in major dailies of the targeted cities. The Get to Toronto Passport contains information on Toronto`s great winter attractions, events, dining and shopping experiences and includes coupons and value offers on Toronto-region hotels, restaurants, retailers and entertainment experiences.
Web surfers visiting www.get2toronto.com can participate in the Get to Toronto Sweepstakes, where they can win daily prizes and be entered in the Grand Prize draw for a trip to Toronto.
Visitors arriving by train can obtain further information and useful tips about Toronto from a new interactive media source in Union Station. Making its world debut today in a pilot program free to Tourism Toronto members for the month of February, SMART Media kiosks showcase the city through interactive information and service units. Combinations of display screens, computer terminals and automatic tellers inform visitors about current promotion and offers, provide access to e-mail and Web pages and also dispense cash.
Building on Success – Slowly and Steadily
The Get to Toronto Winter Campaign takes into account factors impacting travel numbers to Toronto from the US. As a result, there is a strong focus on the Ontario market. The Conference Board of Canada estimated that overnight travel to Toronto from within Ontario would increase in 2004. This estimate was reflected in Tourism Toronto`s summer campaign, which saw close to 70% of bookings coming from within Ontario. The US market currently accounts for only 15% of all visitors to Toronto, but is responsible for a quarter of the city`s total tourism revenue.
During the Fall Campaign months, hotel occupancy in the GTA increased over one percent over 2003 and 1.5% over 2002 for the same months. More importantly, November saw a reversal of the negative average daily rate trend. The November 2004 Average Daily Rate (ADR) was $2.58 higher than November 2003 ADR.
Visitors are definitely coming back and we anticipate a 5% increase in numbers to the City for 2005. Our Destination Marketing Fee allows us to tackle the challenges of 4 years of tourism decline and we are now seeing the results of our efforts, added MacMillan.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
