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Stakeholder Update – June 2017 


Successful Marketing Strategy Launch

Tourism Nanaimo received an overwhelmingly positive response to the recent Stakeholder Launch Event with strategy presentation delivered by Hothouse Marketing. Various marketing campaign components are coming together and framed around a creative concept that recognizes both Nanaimo’s position as “the centre of it all” and the real stories and hidden gems that come from our locals as guides.

 
On June 15, the Visitor Experience Survey kicks off and visitors to various locations around Nanaimo will be incentivized to complete a short survey that will help Tourism Nanaimo better understand the consumer. The survey closes October 31; results will be analyzed and a report will be made available to local stakeholders.
 
Hothouse Marketing is currently producing a single-consumer facing website for Tourism Nanaimo. This story-driven website will be built on solid design and usability best practices and will stand as a strong piece of communication that will be relevant for years to come.
 
Marketing Initiatives Ramping Up
 
Nanaimo Adventure 360 TeamBe on the look out for the Nanaimo Adventure 360 Team! MADE Creative, a local agency of influencers, writers and photographers, have come on board to broadcast on Facebook from key locations around Nanaimo, and to provide itinerary-based blog posts. Be sure to like and follow the Tourism Nanaimo Facebook page to follow their adventures.
 
Sales have begun for a 2017-2018 Nanaimo Vacation Planner, which will be distributed for 12 months on BC Ferries. Place your ad quickly, as there are only a finite number of spots available. To learn more, contact Cindy Pollard at 250-667-8327, cindy@tourismvi.ca.
 
Watch for the “What’s Your Nanaimo” contest, beginning this month, presented in partnership with Black Press. Contest entrants are invited to submit their ideal 48 hours in Nanaimo for a chance to win that prize. The prize must be utilized by at least one person from out of town. Tourism Nanaimo is currently inviting stakeholders to purchase a listing on the contest page. Please contact Karen Bannister for more information: karenbannister@tourismnanaimo.com.
 
Check out the best ways to #ExploreNanaimo in June here. Tourism Nanaimo encourages stakeholders to print, display, circulate and share this poster.
 
To discuss these initiatives or any aspect of the Nanaimo marketing plan, please contact Karen Bannister at 250-740-1222, karenbannister@tourismnanaimo.com.

Stakeholder Engagement Numbers Climbing
 
The asset inventory of Nanaimo tourism businesses/entities has seen considerable growth over the last month. To date, 320 entities, including businesses, groups/associations, and festivals/events, have been identified (a 23% increase over last month). This inventory will be used to inform and drive direct engagement between local tourism stakeholders and Tourism Nanaimo initiatives. There are currently 531 contacts subscribed to receive stakeholder e-communication, a number that is expected to grow in the following weeks as outreach efforts ramp up. There are 99 businesses/entities actively engaged with Tourism Nanaimo (beyond receiving regular e-communication) at this time, an increase of more than 25% over last month.
 
Tourism Development Fund (TDF) Fully Allocated – Applications Intake Closed

Tourism Nanaimo iTDF Fund Distribution by Categorys pleased to advise that the $125,000 Tourism Development Fund (TDF) has been fully committed. Successful applicants are investing in new or growth-oriented tourism products and development initiatives aimed at enhancing Nanaimo’s competitive appeal as an over-night destination. The $125,000 fund is being leveraged up to almost $650,000 in tourism development projects ranging from research studies to incremental enhancement and capacity building. More information on the specific initiatives that have received funding will be shared as the projects progress. A full review of the fund will be conducted internally in late fall; the outcomes and recommendations resulting from the review will be shared with stakeholders prior to the new year.
 
Party in the Park, created by Pacific Island Entertainment, recently received support from the Tourism Development Fund to create a high-calibre, outdoor country music festival featuring big name artists. The event organizers are striving to turn the event into an annual festival emulating country music festivals such as the wildly successful “Sunfest” in the Cowichan Valley and Merritt’s “Rockin’ River” music festival. For more info, or to purchase tickets for Party in the Park, visit the event website.
 
Although the Tourism Development Fund is no longer accepting applications this calendar year, Tourism Nanaimo would be pleased to discuss development projects and recommend alternative sources for potential funding. To discuss destination development initiatives with Tourism Nanaimo, connect with melissa@tourismnanaimo.com.
 
Steady Press Trips Seeing Positive Coverage

Nanaimo Bars on Korean Celeb FamTourism Nanaimo successfully hosted two press trips in early June. A UK blogger was able to take part in some of Nanaimo’s most iconic experiences as she snorkeled with seals with Sundown Diving, kayaked around Newcastle Island with Alberni Outpost, enjoyed a meal at the Dinghy Dock Pub and stayed overnight at the Coast Bastion.
 
Two celebrities with Korea’s EBS TV were also able to enjoy some time in Nanaimo this month. After sampling a few Nanaimo bars, the celebrities and their film crew headed over to Protection Island and the Dinghy Dock Pub before settling in for the evening at the Inn on Long Lake.
 
Tourism Nanaimo has just received the first article that has been produced as a result of supporting the BC Ale Trail back in April; the press trip was coordinated in association with Destination BC and other supporting regional and community destination marketing organizations. To read about John Burn’s experience in Nanaimo, check out his article on NUVO

To learn more about the Travel Trade & Media opportunities that Tourism Nanaimo participates in, please contact darsey@tourismnanaimo.com.
 
Digital Story Telling ‘Like A Local’
 
As part of the recently launched social media and content generation plan, Tourism Nanaimo is putting out an open call to guestagrammers. The goal of the program is to feature content from locals and visitors alike on the Tourism Nanaimo Instagram account. Each picture and caption tells a story of a Nanaimo experience, trip, or area. Contact hannah@tourismnanaimo.com if you know someone who may be a good fit.
 
Stakeholder Social Media
 
To follow along with corporate news from Tourism Nanaimo, follow us on Twitter @TNIndustryNews and visit our page on LinkedIn.
 
As stakeholders, there is an excellent opportunity to gain visibility and share your knowledge as an ambassador for Nanaimo through active social media participation. Get involved on Twitter this month!

  • On June 21, at 10am, @ExploreCanada is hosting a Twitter Chat about Aboriginal culture and experiences. Use #CanadaChat to participate.
  • On June 28, @HelloBC is hosting a road trips themed Twitter Chat. Check out their blog for the questions in advance!

Not sure how to participate in a Twitter Chat? Here’s a resource to get you started.

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