Ottawa Tourism

August 2016

Find out what’s new with Ottawa Tourism programs, members and people in this latest edition of the Ottawa Tourism Member Newsletter.

Destination Think! Retained by Ottawa Tourism to Conduct Strategic Plan

Destination Think! Retained by Ottawa Tourism to Conduct Strategic Plan

The Ottawa Tourism team is excited to announce that we are working with Destination Think! for our strategic planning process over the next few months. This process will help us set the course for our organizational goals, objectives, processes, and culture. It is an important journey for Ottawa Tourism to embark on, with Ottawa heading into Canada’s 150th anniversary, light rail coming into our community’s transportation network, a major renovation of Centre Block, and a number of new capital projects as part of the 50 year plan for the Capital from 2017 to 2067. It is the right time to chart a renewed, strategic, and progressive path for Ottawa’s destination marketing organization (DMO) as the voice of Ottawa’s tourism industry, with the view to claiming the tier-one destination status that our G7 capital deserves. Destination Think! was selected competitively from a strong field of proponents following the successful Tourism Summit we held in partnership with the City of Ottawa. We are thrilled to be working with this firm, with its proven track record of working with our team in the past, and their in-depth familiarity with the functions of a DMO. Our confidence in Destination Think! is further bolstered by their extensive experience in strategic planning both domestically and internationally with such high profile organizations as Destination BC, Tourisme Montréal, Tourism and Events Queensland, Visit Flanders, and Canberra CVB. We are ready to head into 2017 with a multi-year Strategic Plan that will set the vision for establishing Ottawa Tourism as an innovative and cutting edge model for the DMO of the future.

Convention Sales

Convention Sales

ENGINEERS AND ENTREPRENEURS

Ottawa Tourism Convention Sales recently hosted two important groups of meeting planners who could bring many meetings to our destination in the years ahead. In partnership with PCMA, we hosted eight Independent meeting planners from the United States July 18–20 for a workshop and FAM. The workshop, ‘Driving Entrepreneurial Excellence: Your 12-Month Success Road Map’, was designed specifically for independent planners and is part of a new overall strategic plan with PCMA. Doreen Ashton Wagner (Greenfield Services Inc.) from Ottawa along with Donna Kastner (Content Marketing Maven) facilitated the 2-day workshop at the Shaw Centre. Participating planners were likewise treated to a VIP FAM of the very best our city has to offer. During the 2016 IEEE International Symposium on Electromagnetic Compatibility – a citywide convention that came to Ottawa July 25–29 – Convention Sales hosted eight IEEE Conference Planners from around the world, showcasing Ottawa as a host destination for IEEE technical conventions. IEEE stages thousands of conferences annually, and Ottawa Tourism has been nurturing this relationship over the past number of years.

Marketing

Marketing

HOTELS, MILLENNIALS AND AMERICANS

Ottawa Tourism’s Marketing team have introduced a new online booking engine, and is participating in programs to attract millennials and Americans.

Move to Hotel Book Direct

In the end of July, Ottawa Tourism, moved to a Hotel Book Direct Reservations system. Hotel bookings that take place on the OttawaTourism.ca website now push the customer through to the hotel’s website to book. Any hotel that is a member of Ottawa Tourism collecting the DMP is able to be a part of this program. Attraction packages are still available for bookings, but, no longer include a hotel as part of the booking.

Millennial Program

Ottawa Tourism is investing in partnership with Ontario Tourism and Destination Canada on a program to get Millennials to travel within Canada. In late-June, a cast of influencers arrived for a two-day video shoot and packed a lot in! The video will be released in the end of August, stay tuned as Ottawa content will ramp up with the release of this webisode.

Air Canada Partnership

Air Canada created a fantastic advertising promotion in key US markets to play on Google spikes in search for the phrase “How can I move to Canada?” Take a look at the initial video and one of the great videos highlighting Ottawa with it’s dreamy Prime Minister to New York residents.

Destination Development

Destination Development

UNIFIED VISITOR INFO

Starting on August 1 and continuing until September 9, a new partnership between Tourisme Outaouais and Ottawa Tourism will mean that visitors will have a new place to get destination information. A kiosk located in the Canadian Museum of History will house visitor information with guides, maps, and brochures containing information on the whole destination, manned by the friendly Tourisme Outaouais staff from the Maison du tourisme on Laurier. The two destination marketing organizations collaborated on visitor counsellor training and stocking the kiosk with collateral to represent the visitor experience throughout the national capital region, on both sides of the river. The pilot project will evaluate the popularity of the kiosk, visitor origin and party size, length of stay, and topics discussed or information requested. We look forward to sharing more destination information than ever before and to testing out a new visitor information venue that will represent the visitor experience throughout our destination.

Communications
Membership
Metrics

Metrics

HOW WE’RE DOING

Here’s a snapshot of the latest key metrics on Ottawa Tourism and destination performance across all departments.

By the numbers:  Year to date as of June 30, 2016

Travel Trade Sales

Travel Trade Sales

BACK TO SCHOOL

The Travel Trade Sales team has been working hard preparing a Student Tour Operators Fam coming this month. Staff will be hosting a group of 16 operators from August 9-11, showcasing much that Ottawa has to offer students. If you were unable to accommodate the group for the FAM, there are other opportunities to meet these clients. Staff have already sent out the registration for the Mini-Marketplace taking place on Wednesday, August 10 – please contact Shawna Page ([email protected]) for more details. But wait, there is more – a promotional opportunity to meet the clients during a Networking Reception on Tuesday, August 9 . August is the month for soliciting students business for Ottawa. Kelly Dean will be attending the SYTA (Student Youth Travel Association) Marketplace later in August in Orlando Florida along with Ottawa Tourism members.

Digital Marketing

Digital Marketing

TRIP ADVISOR TRAINING

Ottawa Tourism’s Digital Marketing team is bringing Andrew Wiens, TripAdvisor’s International DMO Manager to the city for a presentation on Digital Reputation Management. The session will take place 9 – 11 am, November 23 at the Ottawa Conference & Event Centre, and will cover: the scope and scale of TripAdvisor-why this matters to you, best practices in the review space, how to improve your TripAdvisor ranking, and how to access free assets to improve your digital reputation. This isn’t a sales presentation, but a working session designed to provide easy to understand, practical, immediately actionable information. Appropriate for owners and management of hotels, restaurants, and attractions. Registration details coming soon!

One Young World Youth Summit

One Young World Youth Summit

HERE COME THE MILLENNIALS!

September 28 – October 1, Ottawa will be on the international stage welcoming 1300 delegates aged 18 to 30 from over 196 countries for the One Young World Summit. The Annual summit sets the stage for the world’s most valuable young talent, backed by the One Young World Counsellors, to debate, formulate and share innovative solutions for the pressing issues the world faces. No youth dominated event outside the Olympic Games brings together more countries than One Young World. Delegates are supported and guided by a line-up of Counsellors that have included Archbishop Emeritus Desmond Tutu, Kofi Annan, Sir Bob Geldof, Professor Muhammed Yunus, Sir Richard Branson, Arianna Huffington, Jamie Oliver, Antony Jenkins and Paul Polman, amongst an array of international luminaries. Over 200 national and international media outlets attend and bring worldwide attention to delegates as they highlight and tackle urgent global issues. The summit is expected to have a $2M economic impact on the city.

Find out how you can be involved in this prestigious summit and help welcome the young leaders to our beautiful city. Visit www.ottawatourism.ca/OYW or contact Sylvie Theriault at [email protected]