A content and social campaign with Festival Seekers is now 75% complete. This campaign focuses on the festival and events scene in Nanaimo and helps to drive overnight visitation to the city.
In early August, Tourism Nanaimo will be launching a digital advertising, social media advertising and email marketing campaign to bring to life local knowledge and the idea that Nanaimo has adventure in a 360° view. Videos are being created for use on social media and on broadcast television, and will feature locals sharing their favourite things to do in Nanaimo. Video production has already begun and stakeholders can expect to see some familiar faces!
The “What’s Your Nanaimo 360°” contest launches July 25. This contest has a resident-focused phase, to gather itineraries and local knowledge, and a tourist-focused phase to generate buzz for Nanaimo in lower mainland and Victoria markets. There is still time to participate as an advertiser on the contest ballot; thank you to those who are already participating! Please contact Karen for more information on these, or any of Tourism Nanaimo’s marketing initiatives: email@example.com
Nanaimo Vacation Planner sales continue and all stakeholders are encouraged to connect with Cindy Pollard about reserving space in this guide. This will be the primary sales piece on BC Ferries for Nanaimo, from October 1, 2017 to September 30, 2018. Cindy can be reached at: firstname.lastname@example.org
Building Partnerships, Leveraging Industry Resources
Tourism Nanaimo is thrilled to gain the support of the Nanaimo Hospitality Association, as this organization provides funding to the Fiscal 2018 Marketing program. The additional money will enrich marketing tactics including a brand-new website, a Vacation Planner distributed on BC Ferries and a broadcast and video campaign, as well as increasing monies spent on digital and social advertising. Nanaimo Hospitality Association has also recently awarded additional funds to Tourism Nanaimo for the “What’s Your Nanaimo 360°” contest.
Tourism Nanaimo is working with the Nanaimo Airport, which has provided funding in support of the Fiscal 2018 marketing program. The airport’s funding supports a new consumer website, social media and digital advertising and broadcast television. The airport has provided additional funds to increase Tourism Nanaimo’s photography acquisition project, which is focused on contracting a photographer to provide BC brand-aligned images for use by all tourism stakeholders, as well as media.
Stay Connected, Stay Informed – CASL Impacts on Industry Engagement and Stakeholder Outreach
Through industry engagement and stakeholder outreach efforts, Tourism Nanaimo strives to connect with as many local tourism stakeholders as possible. The organization aims to ensure stakeholders are included and/or represented wherever possible in industry programming, such as marketing, social media and destination development opportunities. Outreach efforts can take a number of forms, including phone calls, emails, pop-in visits and invitations to consultation sessions.
On July 1, 2017, the Canadian Anti-Spam Legislation (CASL) came into full effect and as such, Tourism Nanaimo is in the process of updating all Tourism Nanaimo databases and subscriber lists to be CASL compliant. In order to continue communicating with stakeholders via e-communication, Tourism Nanaimo requires the express consent of each stakeholder through either a verbal or electronic opt-in process.
In June, Tourism Nanaimo had 616 entries captured in the Nanaimo database, representing 326 different businesses/entities. There were 531 recipients subscribed to receive June’s stakeholder e-update. Of those sent, 205 were opened, resulting in a 35.2% open rate, 5% higher than industry average. New outreach and engagement benchmarks will be established using July’s numbers to reflect recent CASL updates; these new numbers will be analysed and reported on monthly.
Development Fund Supports Local Festival and Event Enhancement
As noted in last month’s newsletter, the Tourism Development Fund (TDF) was fully committed in June 2017. The $125,000 fund was leveraged to almost $650,000 in tourism development and capacity enhancing initiatives in our community. Tourism Nanaimo continues to follow up with successful applicants to support reimbursement claims and final reporting.
July lands in the middle of Nanaimo’s peak festivals and events season, so it is an opportune time for Tourism Nanaimo to commend the efforts of local festival and event organizers. Considerable efforts have been made by local organizers this year to enhance the calibre of festivals and events being hosted in the city, heightening the experience for visitors and residents alike. Tourism Nanaimo was pleased to directly support a number of local festivals and events through TDF contributions totalling more than $68,000. Another $50,000 in TDF funding supported initiatives that, while not solely focused on festivals and events, directly benefit the sector through capacity building initiatives.
While the TDF funding is fully allocated, the destination development team is eager to speak to stakeholders about their development and enhancement initiatives and is still available to discuss alternative funding sources. Contact Melissa at 250-740-1218 or email@example.com
to learn more.