2016 Marketing Plan - Tourism Windsor Essex Pelee Island

2016/2017
MARKETING PLAN
& DESTINATION
Development
STRATEGY
EXECUTIVE MESSAGE
It has been another stellar year for our region’s tourism
industry! Throughout 2015, we have seen a strong and
sustained increase in visitation. This is a testament to the
region’s dedicated hospitality partners working together
with TWEPI within a united tourism industry.
This year, we continued to strengthen the profile
of our tourism offerings with the launch of a new
brand marketing campaign – “Plenty of Reasons” –
highlighting the diverse array of attractions, experiences
and adventures one can expect to find here. With its
engaging creative storytelling, this campaign has helped
to further distinguish our tourism product offerings in
a highly competitive market. Complementing this was
our “60 Days, 60 Reasons” food and drink campaign
which ran through summer, as well as our “Fall Drives”
promotion that encouraged visitors, as well as local
residents, to not only explore our region’s scenic
wonders, but to snap shots of their adventures and share
them on social media with the hashtag “falldrivesYQG”.
And last but not least, the “Best of Windsor Essex”. A
campaign aimed at engaging local residents and visitors
to share their favourite attractions. It is a new effort to
put together the most comprehensive list of the “Best of
things” to see and do in the region.
We’re proud to report that our region’s many tourism
achievements did not go unnoticed. In fact, 2015
was another milestone year for industry recognition.
Our region was prominently featured in two Ontario
Tourism Marketing Partnership Corporation (OTMPC)
publication editions. We are extremely proud to have
won and be nominated for several provincial marketing
awards, including:
• Winner of the 2015 Ontario Tourism Marketing
Partnership - Tourism Marketing Partnership Award
for the 2014 Windsor Essex Triennial of Contemporary
Art – a partnership between TWEPI, the Art Gallery of
Windsor and the Windsor Endowment for the Arts.
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• Winner of the 2015 Tourism Industry Awards of
Excellence - Tourism Innovator of the Year Teanna
Lindsay Events for her work on the Tasting Trolley Crawl.
• Finalist of the 2015 Tourism Industry Awards of
Excellence for both:
- Tourism Champion of the Year - Benjamin LeblancBeaudoin Chef and Owner of the Iron Kettle Bed &
Breakfast.
- Tourism Event of the Year Kingsville Folk Music Festival.
Also of note, we produced a six minute Pelee Island
promotional video, working in conjunction with the
Southwest Ontario Tourist Corporation (SWOTC) and the
Township of Pelee Island. This video is shown on the TV
monitors on the ferry service to/from the Island.
Operationally, we met with our key stakeholders,
Board of Directors and staff to further prepare for the
implementation of our new 5-year Strategic Plan, to be
officially launched in 2016-2020.
Speaking of 2016, we have much to be excited
about as we gear up to host another roster of major
national and international events. These include
the 2016 CARHA Hockey World Cup in April; the
Association of Municipalities Ontario (AMO) AGM
and Annual Conference in August; and last but
certainly not least, the 13th FINA World Swimming
Championships (25m) in December.
With such a robust schedule of events, as well as new and
ongoing opportunities to further define and grow our key
tourism motivators, the year ahead promises to be one of
unparalleled excitement and success for our region.
Connect with us!
This year we share the TWEPI 2016/2017
Marketing Plan and destination development
strategy, which is a living document, that includes
our product development strategies, marketing
and tactics for the year. Please take a look
through this strategy, to see how you can be
involved with us and increase your own business.
Here are a few ways you can make the most of
your TWEPI partnership:
• Get involved with familiarization tours and
consumer shows by contacting Lynnette Bain
at [email protected].
• Advertise in our annual Visitor Guide set
for distribution in early April. Contact Kris Racine
at [email protected].
• Go to visitwindsoressex.com and upload your
events and deals. These will be featured on our
social media channels, in our newsletters and
e-blasts. To learn more, contact Elaine Sia at
[email protected]
• If you are in need of destination support to go
after group business, contact Jason Toner at
[email protected].
Join in our conversation.
Contact Jason Toner for social media queries at
[email protected].
Gordon Orr
Chief Executive Officer
Tourism Windsor Essex Pelee Island
WHO WE ARE
Tourism Windsor Essex Pelee Island is the
official Destination Marketing Organization
(DMO) for the regional tourism industry.
We are a not-for-profit organization that is
dedicated to promoting and selling Windsor,
Essex and Pelee Island as a remarkable
destination for tourist, sport organizers,
convention goers and business travelers.
OUR MISSION
Tourism Windsor Essex Pelee Island will
enhance the image and economy of the
region by providing excellent tourism services.
Through partnerships, we will develop, market
and promote our destination in cooperation
within a united tourism industry.
OUR MANDATE
The core functions of Tourism Windsor Essex
Pelee Island in building a united tourism
industry are:
• Marketing and Communications
• Visitor Services
• Research and Product Development
• Event Business Development
OUR VISION
Having Windsor Essex Pelee Island become
a top-of-mind destination in Ontario by
capitalizing on our regional assets and by
presenting authentic experiences.
BOARD OF DIRECTORS
CHAIR - Mayor Nelson Santos | Town of Kingsville
VICE-CHAIR - Councillor Irek Kusmierczyk | City of Windsor
DIRECTOR-AT-LARGE - Scott Fischburg |Director, Resort & Hotel Sales, Caesars Windsor
SECRETARY-TREASURER* - Gordon Orr | Chief Executive Officer | Tourism Windsor Essex Pelee Island
Mayor Drew Dilkens | City of Windsor
Warden Tom Bain | County of Essex
Mayor Rick Masse | Township of Pelee
Mayor John Paterson | Municipality of Leamington
Councillor Rino Bortolin | City of Windsor
Suzanne Dajczak | Owner | Serenity Lavender & North 42 Degrees Estate Winery
Adriano Ciotoli | Owner | WindsorEats
Danielle Stuebing | Director of Community Outreach Services | Essex Region Conservation Authority
STAFF
CEO - Gordon Orr
VICE PRESIDENT TOURISM PROGRAMS & DEVELOPMENT - Lynnette Bain
Director Marketing & Special Events - Kris Racine
Manager OF Content Marketing - Elaine Sia
MANAGER OF PRODUCT DEVELOPMENT - Lionel Kernerman
Manager OF GROUP Programs - Jason Toner
MANAGER OF TOURISM PROGRAMS - William Alexander
OFFICE MANAGER - Chris Laforet
Executive AssiStant - Marg Siddall
VISITOR SERVICES TEAM
RECEPTIONIST - Laney McVeity
VISITOR INFORMATION SPECIALIST - Jessica Riley
VISITOR INFORMATION SPECIALIST - Gwen McCloskey
VISITOR INFORMATION SPECIALIST - Marian Stranak
*non-voting member
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PEST ANALYSIS
POLITICAL FACTORS
ECONOMIC FACTORS
• Relatively stable political climate on federal and provincial
governmental levels with majority governments, at the federal and
provincial level
• The provincial government is committed to the funding model
for Regional Tourism Organizations (RTOs)
• Record number of Americans have passports, which has contributed
to an uptick in visits to Canada
• A non-resident visitor to Canada may be eligible to claim a GST/HST
rebate on certain purchases related to conventions or for tour packages
under the Foreign Convention and Tour Incentive Program (FCTIP)
• Destination Canada now focused on marketing to the U.S. market
• Canadian dollar down by 30% over U.S.
• Unemployment rates in Ontario were on the rise in the
latter part of 2015
• Weak economic growth could get boost from stimulus
package
• World markets fluctuate based on economic instability
• Oil and gas prices hit near-record lows
• Food and retail prices are on the rise
• Increase in number of Americans traveling to Canada,
based on weak dollar. Conversely, Canadians are not visiting
the U.S. as often, based on the strong U.S. dollar
Instead, staycations or shorter trips are preferential
TOURISM
INDUSTRY
CLIMATE
TECH FACTORS
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• Smart phone technology, mobilized websites and GPS tracking
continue to play an integral role in travel planning, particularly
spontaneous daytrips and staycations
• Locavores who desire destinations with a unique “sense and
taste of place”
• Experiential and interactive travel is on the rise
• Social networking platforms have become more target specific
– with Facebook, Pinterest and YouTube being lauded by mature
markets; while an increase in Twitter and Instagram exists amongst
younger demos
• Website navigation and wireless hotspots have become more
streamlined in assisting travelers with their plans via easy-to-use
tablet platforms
• Through Trip Advisor, online video testimonials and blogs, the advent
of more accountability amongst tourism suppliers has occurred
SOCIAL FACTORS
• Revitalization of region’s cities, towns and districts combined with
improved recreational infrastructure has resulted in a focus on active
lifestyles, sense of community, pride of place and culture
• Lower cost of living, combined with a higher quality of life
• Improvements to and expansion of educational infrastructure
• Authentic experiences being touted via local, esoteric tastes
in culinary, arts and culture
• Increased attendance in regional, seasonal festivals
• Fear of travelling abroad with increased levels of terrorist threats
and incidents
ORGANIZATIONAL SWOT ANALYSIS
STRENGTHS
WEAKNESSES
•Funding stability
• Location in highly populated region
•Continually improving stakeholder engagement
•Award winning tourism programming & marketing campaigns
•Enhanced social media engagement that has doubled year over year
•Collaborative approach to product development
•Industry coordination for events, campaigns and in market shows/displays
• Successful in leveraging Ministry funds
• Consumer database that has grown to over 8,000 subscribers
• Website visitation that has doubled since launching in August 2014
•Limited revenue stream
• Brand recognition suffers in comparison to tier 1 markets
•No front line training/ambassador program
•Need to focus core product and messaging for a more streamlined approach
•Perception of political influence on promotion and funding support
•No established and consistent way finding program throughout the region
•No regional transportation programs
• Lack of statistical visitor information from Stats Canada since 2012
OPPORTUNITIES
THREATS
•Leadership in developing an industry training/certification program
•Undertake a comprehensive marketing analysis of the brand and region
•Work more closely with industry operators to develop and enhance itineraries
and experiences
•Improve stakeholder communications through information sharing
and workshops.
•Focus on improving organizational capacity to better support the
Tourism Industry
• Specialized training
• Technology enhancements
• Partnering with SWOTC and OTMPC to further leverage marketing
and programming dollars in the U.S. Market
• Sport Tourism bid opportunities keep expanding as municipal infrastructure
investment in sport facilities increases
• New investment in Pelee Island Ferry will attract attention the Region and
drive travel intentions
•Environmental hazards such as beach closures, blue green algae
bloom toxins etc
•Transportation disruptions either through border crossings, train/air
service and/or ferry service
•US Dollar Exchange fluctuations
•Provincial/Federal Government investment into Tourism Industry
programs & marketing
•Increasing competition for tourism spend by other destinations
•Lack of unity within Industry and Region
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Product Trends
1. Target markets - millennial and
senior/elder growth
2. Consumption of experiences over
material goods
3. Multi-generational travel
4. Active adventurers - focused on nature,
culture and physical activity
5. Wired + Wireless - dedicated mobile
sites for on-site, real-time info
6. Shopping Tourism - experiences focused
on local culture
7. Creative Tourism - authentic experiences
in the arts or heritage which provide a
sense of place
Top 20 Trends
Sourced by: Destination Marketing Association International (DMAI)
1. Social media’s prominence in reaching the travel market (e.g., Facebook, Pinterest, Twitter, Weibo).
2. Mobile platforms and apps becoming the primary engagement platform for travelers.
3. Customers increasingly seeking a personalized travel experience.
4. Smart technology (e.g., phones, bag tags, and cards) creating new opportunities for innovative
new services and processes.
5. Travelers demanding more information, control, interaction, and personalization.
6. Geotargeting and localization becoming more prevalent.
8. Whole Living - experiential travel focused
on well-being
7. Brand identity for destinations becoming more critical in terms of meeting planner perceptions
about value and experience.
9. Food & Drink - DMO partnerships with
chefs, restaurants, food tours
8. Customers increasingly looking for a travel experience that allows them to experience a local’s way of life.
10. Athletic events - Spectator & participatory
sports shaping the future of place through
identity and unity
11. Growth of sites dedicated to user-generated
content will continue to favor nearby
destinations.
12. With millions of people within
a 4-hour driving range, we are ideally
positioned to attract more visitors.
9. Technology enabling faster decision-making by customers, thereby, increasing business to a destination.
10. Consumers becoming increasingly comfortable with ordering products online.
11. Hotel taxes increasingly vulnerable to alternative politically based projects.
12. Big Data arriving for the tourism industry.
13. The brand of a destination becoming a more important factor in travel decisions to consumers.
14. Governments facing pressure to reduce or eliminate direct financial subsidies to the tourism sector.
15. Short-stay trips and mini vacations becoming increasingly popular.
16. More third-party information providers aggregating content about destinations.
17. Peer-to-peer buyer influence driving customer purchases.
18. Governments dealing with tourism from an integrated, multidepartmental perspective, focused on
economic development.
19. Customers increasingly going directly to suppliers for goods and services.
20. Economic conditions continuing to be highly volatile, subject to global and regional shocks.
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Product Trends - CONTINUED
INDUSTRY OPPORTUNITIES
With a diverse array of attractions and
experiences, ideal geographic location and
strong infrastructure, our region offers many
opportunities we can take advantage of.
Diverse Experiences and Tourism Products –
From two wheeled adventures and weekend
getaways to culinary and cultural districts, our
region truly is a desired destination. With such an
incredible spectrum of tourism experiences, we
are perfectly positioned to appeal to and attract
a wide range of visitors.
Improving Air Access – Windsor Essex enjoys
exceptional air access. Windsor International
Airport is a convenient hub providing domestic
daily flights through West Jet (seasonal), Porter,
Air Canada Jazz and National Airlines
Two-Nation Destination – As Canada’s most
southern region bordering the U.S., TWEPI opens
up even more possibilities and potential for visitors
as a “Two-Nation Destination”. Travelers to our
region can easily access the many world-class
sporting, gaming, and entertainment options
including the Henry Ford Driving Tours, Cobo
Hall, Detroit Experience Factory (DXF) tours, and
Prohibition Trail in the Detroit area.
Enhanced Infrastructure – Major investments
made by the city and county to further enhance
our waterfront cycling/walking trails and pathways,
enabling us to better appeal to visitors seeking
more outdoor recreational experiences. Similarly,
the new Windsor International Aquatic and
Training Centre and Adventure Bay Family
Water Park opens up several new sport tourism
opportunities.
More Travellers – Ontarians, our key target
market, continue to show a strong preference for
travelling within the province. The border markets
within Michigan and Ohio also continue to favor
nearby destinations. With millions of people
within a four-hour driving range, we are ideally
positioned to attract many more visitors.
Capitalize on the
favorable exchange
rate for Americans
coming to our
region.
CHALLENGES
While the Windsor Essex tourism sector has
several strengths, there are a number of
considerations and challenges that influenced
this Marketing Plan.
Increasing competition – With many other
destinations working harder to attract travellers,
TWEPI’s opportunity to compete gets more
challenging especially with Brand USA and Pure
Michigan campaigns investing millions to target
their domestic travellers.
Border security and visa procedures – Security
requirements have increased processing times at
border entry points, leading to delays for visitors.
Unification – As a regional industry, we need
to present ourselves as one unified brand to
potential visitors. While we have developed a
clear and engaging positioning, the lack of
buy-in and cooperation among all stakeholders
can impede the unity of our industry.
Food and Retail – An increase in food and retail
prices has resulted in less disposable income for
leisurely pursuits such as travel.
County Transportation – Lack of countywide
public transportation to shuttle visitors
throughout the entire region.
Vacation Time - limited; stay closer to home
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Destination Development priorities
MAPPING OUT SUCCESS
In maintaining and developing our region’s
tourism growth, TWEPI will capitalize on the four
major trip motivators - Outdoor Adventure,
Food & Drink, Gaming and Events and Cultural
Trails as well as Group Travel and Sports Tourism
through the following strategic objectives:
Delivering consistent and compelling regional
brand messaging
• Convey our unique and diverse urban and rural
attributes in an engaging and memorable way
that will connect with prospective visitors and
motivate them to put our region at the top of
their consideration list
Maximize the efficiency and effectiveness of
all marketing investments and initiatives
• Develop and implement a digital strategy,
to better accommodate online promotional
messaging and stakeholder offerings
• Strengthen and leverage strategic partnerships
and investments across all channels
• Maximize proactivity alone or in partnership
with community organizations, in actually selling
Windsor Essex as a place for sport tourism events
or meetings and conferences
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Create advocates for the TWEPI brand
and the experiences our region offers
• Market to communities located within
a four-hour driving radius, such as London,
Kitchener/Waterloo, Hamilton, GTA, Sarnia,
Detroit, Grand Rapids, Saginaw, Lansing, Toledo,
Columbus and Cleveland
• Market our region and build memorable
experiences among Visiting Friends and
Relatives (VFRs)
• Work closely and collaboratively with industry
stakeholders to promote and support their
initiatives
Engage stakeholders to build a stronger
partnership
• Collaborate with industry stakeholders to
develop relevant and desirable market-driven
and market-ready products, promotions and
experiences
• Invest in and help support community tours,
programs, and initiatives that are relevant to
the industry
• Communicate opportunities to industry
stakeholders regarding marketing initiatives
and programs
Focused on strengthening
to build partnerships
TWEPI will align its areas of focus with staff in the
municipal offices along with its partners and work
collectively to collaborate on projects of similar interest.
OTMPC’s and SWOTC’s strategic market sectors in
some cases mirror ours, therefore TWEPI will continue
to work with OTMPC and SWOTC and its partners
in Ontario’s Southwest to capitalize on all shared
experiences. Key among our marketing efforts is the
cross-promotion and positioning of our border region
as a “Two-Nation Destination”, offering visitors an
expanded range of attractions, activities
and experiences.
Going forward, we will further seek to build on this
unique positioning by closely communicating with our
American partners and stakeholders.
Southwest Ontario Tourism Corporation is the
provincally mandated Regional Tourism Organization
for Ontario’s Southwest (RT01). TWEPI will align with its
partners and work collectively to collaborate on projects
of similar interest. SWOTC’s strategic market sectors
mirror ours, therefore TWEPI will continue to work with
SWOTC and its partners in Ontario’s Southwest to
capitalize on all shared experiences.
KEY PERFORMANCE INDICATORS
The strength of our region’s tourism industry is evident in
the most recent statistics collected by the government
of Ontario. Looking at the numbers, we can see a healthy
overall picture with solid year-over-year increases in total
number of visitors, visitor spending and hotel occupancy.
Likewise, we are drawing more visitors from across
Ontario and Michigan.
VISITOR STATISTICS (Canada, U.S., International)
Below are other indicators based on arrivals via U.S.
border crossings and method of transport; over the past
few years the plane and ferry have increased, while train
and auto traffic have remained steady but relatively flat.
Note: Statistics Canada made changes to the International Travel Survey in 2013 and
as a result there has been a delay in releasing the 2013 Ontario tourism data. Statistics Canada continues to do quality checks on the data; this data is expected to be
released in early 2016.
2012
2011
Total Visitors
4,845,569
3,964,665
Visitor Spending
$562,301,738
$471,238,296
Border Crossings - American Residents Entering Canada
YQG | VIA | Ferries
97
115,9 ,833
3
1
20 4 - 125 103,406
201 (YTD) 2015
2015 (up to Sept. 30)
2014
2013
Car
1,713,930
2,008,242
2,102,296
Plane (Private)
586
949
867
Bus
180,128
249,401
292,950
Boat (Private)
39,193
32,685
37,183
Other
372
336
424
Total
1,934,209
2,291,613
2,433,720
2015 (YTD) - 85,627
Pelee Island Ferries
2013 Passengers - 90,628 | Vehicles - 32,911
2014 Passengers - 89,645 | Vehicles - 32,323
2015 (YTD) Passengers - 90,551 | Vehicles - 31,922
1,934,209 (2015 YTD)
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Market Research
Ontario Consumer Segments
- as defined by the OTMPC
Connected Explorers
These are couples under 40, with or without
children. They are confident, optimistic and
open-minded, with a deep need to travel and be
exposed to new experiences. Travel for them is
about expanding their horizons, and they enjoy
a fully packed schedule of activities. They use
technology extensively for researching, booking,
planning, and sharing their travel experiences.
Mellow Vacationers
These are mainly couples over 40, vacationing
without children (with a skew towards the 55+ age
bracket). They are fairly low-key people looking
for a home away home where they can feel
comfortable, relax, and just get away from it all.
Travelling is also often a chance to visit with family
and friends.
Aces
This segment skews towards older couples, but also
includes younger people. They love gaming and
gambling, and crave the excitement and energy of
casino resorts. For this group, casino resorts offer
the ultimate combination of entertainment, fun,
escape and indulgence.
Nature Lovers
Typically comprised of families, these travellers
have a passion for the great outdoors. Travel for
them is all about exploring new and undiscovered
places off the beaten path. With its awe-inspiring
nature, Ontario is the perfect place for this
segment. These travellers are happy with the basics
– camping in a tent, spending time as a family, and
taking in all the beauty around them.
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Youthful Socializers
These are youth and student travelers, primarily
young single women aged 18-34 with belowaverage income and travel budgets. Luxury isn’t a
priority but excitement and fun is, with 26% desiring
nightclubs/entertainment and making great
memories they can share together. For this group,
travel is about having fun, socializing, and feeling
connected with close friends.
Windsor Essex Areas Of Focus
5%
5%
30%
5%
5%
Up & Coming Explorers
This group is comprised of young families with kids,
primarily from the US. They are a diverse market:
45% are visible minorities and 40% are immigrants.
Emerging into a new life phase, they seek fresh
experiences like travel, enabling them to learn
and explore as a family. While adventurous and
energetic, their travel experiences often start with
nearby tourist attractions.
Outgoing Mature Couples
This segment consists of older retired couples
aged 55+ with below average income. Travel for
them is first and foremost an opportunity to enjoy
the company of others. They love socializing with
fellow travelers, as well as locals, and making
new connections. Travel isn’t about adventure or
exploration of new cultures, but rather meeting new
people and feeling vital.
Sports Lovers
These are diehard sports fans, primarily men,
between 35-54. Whether it’s attending a major
league game or just playing a round of golf, sports
are central to their travel plans. They tend to see
themselves as more active than the typical traveller,
yet in reality they are looking for as much, if not
more, rest and relaxation after a day of playing hard.
10%
20%
20%
Connected Explorers
Mellow Vacationers
Aces
Nature Lovers
Youthful Socializers
Up & Coming Explorers
Outgoing Mature Couples
Sport Lovers
STRATEGIC TARGET MARKETS
Highlighting our region’s key assets and attractions,
TWEPI will focus its efforts and resources on
marketing the region as a premiere year-round
destination for leisure travellers, group travel and
the growing area of sports tourism.
Leisure Travel
Building upon previous marketing efforts, TWEPI
will continue to position our region as a top leisure
visitor destination in Southwestern Ontario. While
our plan will have year-round elements, marketing
emphasis will be placed on travel activities.
Knowing that leisure travellers are looking for
memorable and distinctive experiences, TWEPI will
focus on our region’s key trip motivators:
AREAS OF FOCUS:
Outdoor Adventure:
• Two Wheeled Adventures
(Cycling & Motorcycling)
• Waterfront (Maritime & Birding)
Food & Drink:
• Culinary
• Barrels, Bottles & Brews
Entertainment:
• Gaming & Events
• Shopping
Arts & Culture:
• Cultural Districts Enhancement
• Garden Tourism
Target Market: Canadians and Americans within a
400 kilometre radius. Focus on Southern Ontario,
West and including Kitchener-Waterloo, Michigan
and Ohio, and the secondary target markets
of Hamilton and GTA. People continue to take
shorter and more frequent trips, and these short
haul feeder markets will continue to be our focus.
Our trip motivators - outdoor adventure, food
& drink, entertainment and arts & culture - draw
significant annual visitation to the region annually.
Additionally, friends and relatives of local
residents will continue to play an important role.
For tourism to flourish in our region there must
be both visitors and hosts and our local residents
should be our strongest ambassadors.
Group Travel
Our region means business when it comes to
attracting meetings, conventions and group
travel. We offer ample state-of-the-art meeting
spaces, efficient transportation and infrastructure,
world-class entertainment and dining options,
and affordable accommodations. Our scenic
coastal location further adds to the appeal of our
region. Capitalizing on all that we have to offer,
TWEPI is committed to fully supporting our group
travel stakeholders through resources like travel
information centres, participation in tradeshows
and building relationships with event planners.
Sport Tourism
Our goal will be to position this region as a
Sports Event Hub. TWEPI will work to market and
promote Windsor Essex as the premiere location
for sporting events in southwestern Ontario,
with the largest range of venues for events
and competitions, whether they be regional,
provincial, national or even international. TWEPI
will actively, in tandem with the industry, bring
forward opportunities in this area by continuing
to make bids for events, meets and competitions.
In light of recent successes such as the 2013
International Children’s Games, 2013 & 2014
FINA/NVC Diving World Series, 2014 Ontario
Summer Games, 2014 Ontario 55+ Summer
Games, and the upcoming 2016 Canadian
Adult Recreational Hockey Association
(CARHA) World Cup, the FINA 25m World
Championships and various national, provincial
and regional swim meets, Windsor Essex is on
a winning streak and TWEPI will build on this
momentum.
Target Market: We will serve regional, provincial,
national and international sport event
organizations and associations.
Target Market: We will aid associations,
organizations and meeting planners throughout
Ontario and Canada. We will continue to develop
and utilize our relationships with various Group
Travel Associations and Local Associations and
maintain memberships in trade associations.
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PRODUCT DEVELOPMENT & Programming
LEISURE
Windsor Essex Pelee Island has a variety of
products and amenities to offer, however there are
areas of focus that have been identified for 2016:
OUTDOOR ADVENTURE
Two Wheeled Adventures
(Cycling & Motorcycling)
Product & Program Development
Fundamental Product & Program Development
(New experience development)
• Taking inventory of stakeholders and establishing
criteria and best practices
• Explore an Adventure Tourism Map featuring
cycling, hiking and waterfront activities
• Through OTMPC, facilitating familiarization tours
for media and tourism industry officials
PRODUCT Tactics
Cycling
• In a joint partnership with the City of Windsor,
County of Essex and the Windsor-Essex Health
Unit, TWEPI will dedicate monies to a media plan
that will focus on health and safety, education,
and trails and routes in our region along with the
attractions and things to see while cycling
• Working with the Great Waterfront Trail
Adventure to expand its 1400km route onto
Pelee Island via way-finding signage and on their
website; this is also in preparation of the 2016
event which will include our region once more
• Ensuring stakeholders are market ready through
training sessions
• Generating a regional “Passport Program” for
Cycling
Enhanced Product & Program Development
(Improving or enhancing existing tourism products
and experiences)
• Updates to the Cruise the Coast Motorcycle Map
for 2016 include:
- Launch of dedicated website with related points
of interest throughout Ontario’s Southwest
- Market-readiness workshop for businesses
- Monthly e-newsletter for subscribers
- Hogs for Hospice event in Leamington - July 2016
• Participating in motorcycle consumer shows
(Cleveland, Toronto)
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Motorcycling
• Attending motorcycle show in Toronto with
regional partners from Ontario’s Southwest Chatham, Elgin, Haldimand, Norfolk, Oxford,
Sarnia-Lambton and Middlesex promoting Cruise
the Coast and the routes within the map
• Revamping and updating the Cruise the Coast
Map in time for shows in 2016
• In conjunction with SWOTC, attending a new
motorcycle show in Cleveland to garner more
attention from potential American visitors
• Searching and working with FAM writers that
would bring attention to our routes and map
• Continuing to work with the Waterfront
Generation Trust and engage with our cycling
partners across the province – to promote the
Great Waterfront Trail Adventure beginning on
Pelee Island with stops in the City of Windsor and
in Essex County - August 2016
Waterfront
Product & Program Development
• Continuing to work with regional partners to
promote cycling events throughout the region
Fundamental Product & Program Development
(New experience development)
• Continuing to work with our partners from
Transportation Options and the regional
businesses to increase our business/attractions to
be “cycle friendly”
• Developing working groups for boating/marinas,
fishing and watersports (such as paddling and
kayaking) to focus on generating criteria, taking
inventory of maritime points of interest and
product development
• Continuing to promote the Essex Region
Conservation Authority (ERCA) Trail Guide at
various consumer shows
• Distribution of maps amongst various tourism
partners and at targeted consumer shows
• Generating criteria for market readiness &
inventory for marinas
Enhanced Product & Program Development
(Improving or enhancing existing tourism products
and experiences)
Waterfront (Boating & Fishing)
• Build Feast ON contingent as designated by OCTA
• Contunue to promote our destination in the Lake
St. Clair Tourism Map
• Continue the momentum of our regional media
plan partnership with our stakeholders
• Highlighting marinas, restaurants and attractions
on this map that is distributed at Midwestern U.S.
Boat Shows and events in the U.S
Enhanced Product & Program Development
(Improving or enhancing existing tourism products
and experiences)
• Birding expert, Tom Hince, will act as an
ambassador of our birding region and further
market the product at two strategic birding
locations and occasions - (1) Lake Kissimmee,
Florida and (2) Magee Marsh, Ohio. Through this
effort, cross-promotional partnerships will be
developed.
• Working with the Leamington Chamber of
Commerce and Point Pelee National Park on
programming for Festival of Birds via development
of pageantry (such as banners and decals).
• Working with regional partners on a signage
program to identify routes for boaters along Lake St.
Clair
• Facilitating a regional stakeholder group
• Develop a regional stakeholder group including
but not limited to River Canard Company, Urban
Surf, Pelee Wings, Windsor Canoe Kayak Club
FOOD & DRINK
PRODUCT Tactics
Fundamental Product & Program Development
(New experience development)
• Promotion of our region as a top birding
destination through a media plan in partnership
with our birding stakeholders
Product & Program Development
• Creating and branding a Barrels, Bottles & Brews
trail for our region and making us known as a
“Beverage Destination”
• With the recent launch of our Canada’s South
Coast Birding Trail Map, we will continue to look at
ways to promote it online through an e-guidebook
• Work with birding partners to develop and
promote ancillary birding sites and events in the
region during the Festival of Birds and the rest of
the year
• Work with the Municipality of Leamington and
Point Pelee National Park to discuss options for
transportation during the Festival of Birds
• Create a dedicated lure for visitors to various sites
and events
• Wine Route (digital enhancement)
• Work with WEEDC and Small Business Centre to
build a Local Food Alliance
• Work with WEEDC to update and reinvigorate
“Grown Right Here” program/brand
Paddling
• Enhancing the Lake St. Clair Tourism Initiative
(led by Southwest Ontario Tourism Corporation) by
looking into way finding signage along the route
Birding
• Adding a sorting feature to the TWEPI website
Tactics
• Attendance at key food and drink shows with
key partners (London, Waterloo, Savour Stratford,
Sarnia and potentially Michigan)
• Continue Farmers Markets collaborative to
maintain marketing of brand, weheartlocal.ca
W.E.
LOCAL
• Working with the Essex Pelee Island Coast (EPIC)
Marketing Committee for their quarterly events and
vintage tasting
• Wine writers and bloggers fam with Wine Council
of Ontario and EPIC
• Wine Route Map – production and distribution
• Developing more way-finding signage leading to
EPIC Wine Country
- Phase 2 - Working with TODS and Wine
Country of Ontario
• With the recent addition of Orlando Florida as
a destination to and from Windsor Airport, host a
FAM through National Airlines for Florida Travel/
Tour Operators as well as travel writers
• Develop and launch a Detroit Tasting Event which
will highlight the Wine Passport
• Inserts of “libation trails” in strategic publications
(such as Long Weekends, Lake Erie Living, Ohio
Magazine and Wine Buzz)
• Targeted e-blasts and social media campaigns
13
ENTERTAINMENT & EVENTS
Product & Program Development
media, Visitor Services offerings and blog posts
• Weekend getaway campaign (winter and spring,
including market-ready products)
Fundamental Product & Program Development
(New experience development)
• Promote existing getaway packages (via OTMPC
SWOTC, publications, website, social media, visitor
services)
• Market readiness workshops for festivals generating increased economic impact
• Social media contests and calendar of events
promotion with family sporting events
• Focus on itineraries and related seasonal campaigns
Enhanced Product & Program Development
(Improving or enhancing existing tourism products
and experiences)
ARTS & CULTURE
• Develop timely, seasonal campaigns highlighting
entertainment and events
Fundamental Product & Program Development
(New experience development)
• Assisting with enhanced development of regional
festivals
• Development of an Arts Trail (which includes
antiquing and garden tourism - good link and overlay
to outdoor and food tourism)
Tactics
• Create weekend getaway themed itineraries for
visitwindsoressex.com and social media integration
• Highlight itineraries and packages through social
Product & Program Development
• Generate enhanced mapping capabilities of marketready cultural districts
• Create a Food, Drink & Arts Rotating Series (on a
quarterly basis)
• Expansion of Doors Open along Lake Erie North
Shore (Kingsville, Leamington, Essex)
• Involvement in Black History symposium at the
Amherstburg Freedom Museum
Enhanced Product & Program Development
(Improving or enhancing existing tourism products
and experiences)
• Expanding mapping capabilities which link marketready cultural districts (Kingsville, Amherstburg,
Leamington, Walkerville, Ottawa Street, Via Italia) and
showcase tourist-related points of interest
Tactics
• Generate an Arts & Culture Working Group to
develop an Arts Trail, and to effectively promote
regional art events and exhibits
14
Group Travel
Tactics
• Attend the following trade shows and
conferences to promote Windsor Essex Pelee
Island as meeting, conferences and group
destination:
- Attend Tete-A-Tete Convention in Ottawa, ON. January 21, 2016
- Canadian Society of Association
Executives (CSAE) Winter Summit
in Burlington, ON. February 4-5, 2016
- CSAE Summer Summit in Collingwood, ON.
July 7-8, 2016
- Incentive Works Trade Show in Toronto, ON.
August 16-17, 2016
- CSAE National in Toronto, ON.
October 26-28, 2016
- Ontario Motorcoach Association
(OMCA) in Niagara, ON.
October 30 - November 2, 2016
• Work closely with our partners from Caesars
Windsor as our primary Convention Centre
for the Region
• Continue to provide visitor services support to
conferences and conventions in Windsor Essex,
by providing the following: tour planning
support, brochures and materials, bid
preparation, site inspections, hotel information,
and social media promotion
• Complete the Barrels, Bottles & Brews familiarization
tour April 17-19, 2016 (alternate date April 24-26, 2016).
• Look into further partnering opportunities with
SWOTC
• Launch new section on visitwindsoressex.com
breaking group travel and meeting planners
into their own sections and updating with more
targeted content
• Continue to assist with:
- Toastmasters, May 2016
- Retired Women Teachers Organization
(RWTO) August 2016
• Launch new group itineraries on
visitwindsoressex.com
• Conferences we are hosting:
- CanSPEP - March 2016
- Association of Municipalities Ontario (AMO) August 2016
- FINA World Sports Medicine Congress December 2016
• Develop and release a “bus friendly” Windsor
Essex guide to the motor coach market in
January 2016
• Launch of a new meeting planner guide to be
market ready by March 1, 2016
• Continue quarterly hotelier networking events
with sales and management teams
• Plan and execute a local associations’ FAM tour
in conjunction with local hotels
• Maintain memberships with the following
organizations: CSAE, OMCA, ASAE, and
Smith Travel Research (STR). Look into the
possibility of adding memberships for Michigan
Meeting Planners International (MMPI) and
Michigan Society of Association Executives (MSAE)
• Work with tour operators in Ontario, Quebec,
Michigan and Ohio to organize and promote
tours to Windsor Essex Pelee Island, so that they
have enough interest and are better able to run
and sell their tours
• Continue to seek out and bid on city-wide
events, with the support of the City of Windsor
and County of Essex
• Work with cruise ship operators and tour
planners to promote Windsor Essex when they
stop in our area in 2016
15
Sport Tourism
• Continue to partner with local tournaments
that attract outside visitors and to help sell our
region and what we have to offer during their stay
Tactics
• In conjunction with the City of Windsor, host a
Sport Tourism Meet & Greet with hoteliers and
sports organizations within Windsor Essex
• Continue to market and provide support to
the Windsor International Aquatic and Training
Centre (WIATC) and Adventure Bay Family
Water Park
• Continue to support and promote the various
swimming and diving competitions in 2016 held
at WIATC
• Attend the Canadian Sport Tourism Alliance
(CSTA) Conference in Ottawa, March 6-8, 2016,
in conjunction with City of Windsor and County
of Essex officials, to promote our region
to events right holders internationally and
throughout Canada
• Continue to work with local partners on
large events coming to the region such as the
2016 Canadian Adult Recreational Hockey
Association (CARHA) Hockey World Cup, the
2016 Federation Internationale de Natation
(FINA) World Swimming Championships
and the 2016 Ontario Federation of School
Athletic Associations (OFSAA) Track & Field
Championships, OFSAA Soccer and OFSAA
Basketball
• Working with the Spitfires and Express, do some
cross promotion with some target cities and host
a table at one of their games to let their fan base
know what Windsor Essex Pelee Island is all about
16
• Work with regional partners to identify and
pursue through bid assistance, potential sport
tourism events for Windsor Essex
• TWEPI to attend 2016 Nuit Blanche where over
300 sport administrators across Canada network
together as colleagues in sport
• In preparation for the 2016 FINA 25m World
Championships event, we will provide marketing
support leading up to this event
• Continuous communication with the Sports and
Recreation Directors from each Windsor Essex
municipality/town
• Seek grant opportunities through Ontario’s
Southwest for Special Events. TWEPI will work
closely with SWOTC to ensure Windsor Essex is in
the mix to get this potential funding
MARKETING STRATEGIES AND TACTICS
Leisure Travel
GROUp TRAVEL
Sport TOURISM
We will utilize a wide spectrum of traditional and
digital communications to market our region.
Key strategic elements for 2016/2017 will include:
Conventions, conferences and meetings have been
a major driver of growth for our region’s industry.
Group attendance numbers up over 10,000 room
nights per year from 2014. TWEPI will continue to
work with our hotel partners to pursue all group
travel opportunities by promoting this region to key
decision makers, event planners and tour operators,
through elements including:
Never before in our region’s history has sport
tourism been so vibrant and strong. Building on
past successes TWEPI will work with our partners
to further strengthen our region’s positioning as a
top sport tourism destination through elements
including:
Official Visitor Guide - Our comprehensive
2016/2017 Visitor Guide remains our priority marketing
piece for the region. Our new Visitor Guide will be
ready for distribution and circulation in early April 2016
with an enhanced digital version to follow online.
Advertising campaigns - Targeted marketing will
occur through print, online and social media
channels with a focus on the “plenty of reasons” to visit
Windsor Essex Pelee Island brand and areas of focus.
Cooperative Partnerships - Form alliances with
industry stakeholders through joint marketing
programs and trade/consumer show participation.
Website - We will further strengthen our digital/
online marketing, enabling prospective visitors to
fully research and plan their trip with our website.
Building on the successful redesign of our site,
we will continue to refine and develop the design,
features and navigability.
Familiarization Tours - Gain favourable
recognition by hosting travel writers to acquaint
them with the diverse array of attractions and
experiences our region has to offer.
Collateral Materials - Develop necessary
communication materials to help support all
programs and product offerings (for example:
Wine Route Map and the new Windsor Essex region
visitor map).
E-newsletters - We will continue to communicate on
a monthly basis through newsletters to our
external public database of followers who have
shown interest in Windsor Essex Pelee Island through
consumer shows, contests and advertising efforts.
Memberships - We will continue to hold a
membership with the CSAE, ASAE and OMCA,
which includes Ontario-based tour operators ,
Association Executives, and some from NY, Michigan
and Ohio.
Trade Shows - We will attend numerous high profile
trade events year round, including CSAE Winter
and Summer Summit’s, Incentive Works Tradeshow,
CSAE National Tradeshow and OMCA Marketplace.
Collateral Materials - Develop various communication
materials to be distributed at trade shows.
Advertising campaigns - Targeted marketing
campaigns will occur through online and social
media channels.
Familiarization Tours - Gain favourable recognition
by hosting travel writers and motor coach operators
to acquaint them with the diverse array of attractions
and experiences our region has to offer.
Support services and resources - We provide visitor
services support to conferences and organizations
that have selected Windsor Essex, helping to ensure
events are flawless and successful.
Cooperative Partnerships - Form alliances with
industry stakeholders through joint marketing
programs and trade/consumer show participation.
Memberships - TWEPI will continue to hold
an active membership with the Canadian Sport
Tourism Alliance.
Trade Shows - Presence at the Annual CSTA
(Canadian Sport Tourism Alliance) Conference
in conjunction with city and county partners to
promote our region to event rights holders across
the country.
Social Media - Consistent use of Twitter and
Facebook to promote the sporting events in
our region.
Collateral Materials - Work with hotel partners and
sports organizations on visitor information sheets (in
both print and digital formats) of things to see and
do while in the region.
Support Services - Continue to provide a variety of
services and support to events that have selected
Windsor Essex as their host destination:
- Visitor Services
- Hotel Support
- Bid Packages
- Welcome letters
- Customer Visitor Information Sheets
- Itineraries and Companion Programs
17
CREATIVE
#
Reason
CAMPAIGN CREATIVE
“After touring the sprawling vineyards and the
winemaker’s cellars, the corks were popped and
we tasted the award-winning deliciousness.
With such a wide scope of tourism motivators, we
truly are one region with countless reasons to visit.
Creatively, our current “Reasons” campaign enables
us to encapsulate the many diverse offerings we
have in a clear, concise and captivating way.
Accordingly, we will continue to build upon this
successful campaign, further refining it to make each
execution across all media – traditional and digital –
as powerful and compelling as possible. Through rich
storytelling “snapshots”, with engaging photography and direct testimonial-style copy, the creative will
invite readers/viewers to actively picture themselves
in Windsor Essex Pelee Island, finding their own reasons for visiting us and creating their very own unique,
diverse experiences and adventures.
Reason
#
“From the water rollercoaster to the
wave pool to the lazy river, getting
soaked was never so much fun!”
Sample Ads.
#
“The excitement on the casino floor felt
electric, like anything was possible with a little
luck. I was holding a pretty good hand and
when the next card was dealt, it all added up
to that magic number – 21!”
Reason
Reason
#
“The restaurants, bakeries and shops along
Via Italia on Erie Street feel like they’ve been
transported directly from Italy. Magnifico!”
Reason
#
YOUTUBE LOGO SPECS
PRINT
main red
PMS 1795C
gradient bottom
PMS 1815C
C0 M96 Y90 K2
C13 M96 Y81 K54
white
black
C0 M0 Y0 K0
C100 M100 Y100 K100
WHITE
BLACK
on light backgrounds
on dark backgrounds
standard
standard
no gradients
no gradients
watermark
watermark
stacked logo (for sharing only)
stacked logo (for sharing only)
#
“After touring the sprawling vineyards and the
winemaker’s cellars, the corks were popped and
we tasted the award-winning deliciousness.”
Reason
EPICwineries.
com
“From the water rollercoaster to the
wave pool to the lazy river, getting
soaked was never so much fun!”
visitwindsoressex.com | 1-800-265-3633
#
Reason
Reason
#
“We had the best girls’ weekend of major retail therapy, from
the latest styles and designer brands at Devonshire Mall and
Windsor Crossing to the vintage boutiques and unique shops in
Olde Walkerville, Amherstburg and Kingsville.”
“If you go to Kingsville, bring your appetite. The
town is a culinary hotspot packed with so many
restaurants we lost count. The burgers at Jack’s
Gastropub were quite possibly
the best we’ve ever had!”
Reason
#
YOUTUBE LOGO SPECS
#
Reason
YOUTUBE LOGO SPECS
PRINT
“It wasn’t just the sheer variety of
different dining options, but also the
freshness of the local ingredients and
the culinary creativity of the chefs
that made every meal deliciously
unbelievable.”
18
main red
PMS 1795C
Looking for more reasons? visitwindsoressex.com
1-800-265-3633
on dark backgrounds
standard
standard
no gradients
no gradients
watermark
watermark
gradient bottom
C13 M96 Y81 K54
white
black
C0 M0 Y0 K0
C100 M100 Y100 K100
BLACK
stacked logo (for sharing only)
stacked logo (for sharing only)
main red
gradient bottom
C0 M96 Y90 K2
C13 M96 Y81 K54
white
black
C0 M0 Y0 K0
C100 M100 Y100 K100
PMS 1795C
WHITE
PMS 1815C
C0 M96 Y90 K2
WHITE
on light backgrounds
PRINT
“If you go to Kingsville, bring your
appetite. The town is a culinary
hotspot packed with so many
restaurants we lost count. The burgers
at Jack’s Gastropub were quite
possibly the best we’ve ever had!”
visitwindsoressex.com | 1-800-265-3633
Ontario, Canada
on light backgrounds
on dark backgrounds
standard
standard
no gradients
no gradients
watermark
watermark
stacked logo (for sharing only)
stacked logo (for sharing only)
PMS 1815C
BLACK
WEBSITE Strategy
Since being re-launched in 2014, the TWEPI website has come
a long way, evolving to become a highly robust and rewarding
experience for users. Our redesign in 2015 which incorporated
a bold and dynamic homepage “tile” layout proved quite
successful, increasing usability with a year-over-year page view
increase of more than 120%.
Moving forward, we will continue to maintain the homepage
tile layout, while adding new refinements and updates to both
functionality and section content. The ultimate goal will be to
make the site as user-friendly as possible, enabling visitors to
find relevant information and details quickly and easily.
visitwindsoressex.com
Jan. 2015 - Present
24.9%
RETURNING
vISITORS
75.1%
NEW
vISITORS
2:08
2.81
PG
PER
639,746
PG vIEWS
AVG 21,509
MONTHLY
vISITORS
19
Media Strategy
ONTARIO
The Globe and Mail
The most read newspaper in Canada
with over 985,000 weekday readers
and over 1 million weekend readers.
The Globe and Mail – Explore Ontario
edition discovers Ontario’s homegrown
goodness from internationally acclaimed
wines and cheeses to hidden treasures.
Ontario Tourism
Marketing Partnership
Corporation
Leveraging partnership to
maximize media strength in
print, broadcast and digital
for greater efficiency and
effectiveness.
Target : Domestic/Ontario
1
#
radio station in
Windsor Essex
Google Advertising
Year long geo-targeted
digital ad campaign
within a 300km radius.
20
Staycation Report
A weekly report focusing on
“things to do” throughout the region
during “tourism season”.
Wine Country Ontario
2016 TRAVEL GUIDE
Will be distributed through the LCBO
in their Food & Drink publication.
Total Circulation: 750,000
Target Audience: Wine lovers throughout Ontario
Television
:30 T.V. spot featuring our region.
Would air in London and Kitchener/Waterloo area.
Target: Domestic markets
Summer Fun Guide
A comprehensive directory of fun exciting and interesting
things to do and places to stay in Ontario. Over 100,000 guides
are produced and on hand at all the ON route service centres
throughout Ontario. From attractions, amusement centres to
farms, outdoor adventures and festivals, Summer Fun Guide has
options in every region, category, age and price range.
FEO Guide
With a readership of over
500,000 this guide covers
events and attractions
thoughout Ontario.
MICHIGAN/OHIO
Trip Advisor
Trip Adviser is the world’s largest travel
site. Destinations use Trip Advisor to sell
their products, show videos and scenic
photography, promote itineraries and
also use it as a medium to engage
their stakeholders.
Lake Erie Living,
Long Weekends and
Ohio Magazine
With a combined distribution
close to 100,000, these
publications target affluent
travellers who love to discover
the Lake Erie region.
Wine Buzz Magazine
Delivered to five hundred locations throughout Ohio where
people eat + drink or buy food & wine. Distribution: 36,000
Metro Times
Detroit Metro Times is the
largest circulation, most read
weekly in Metro Detroit.
Each week people pick Metro
Times at over 2,000 businesses.
Over 650,000 print and over
450,000 web readers depend on
Metro Times to bring them the
latest in news, arts and culture.
Visit Detroit
Found in hundreds of hotels and restaurants in the Detroit
area, this publication delights and informs travellers about
the things to do. Distribution: 450,000
Click-On-Detroit
ClickonDetroit is the #1 local TV media
website in Metro Detroit. They have a
monthly average of more than 3.9 million
unique visitors, over 40 million page
views and an average of over 900,000
visits to their site monthly.
21
SOCIAL MEDIA Strategy
Growth - 2014/2015
Strategy (2016/2017)
Facebook
• Enhanced focus on key products per month as per
editorial calendar
Editorial Calendar - 2016
Each month we will be focusing on products and
partnerships. Below is a highlight of the top level
campaigns (subject to change)
• Increased focus on experience based promotions and
content
Followers
2,985 to 4,452
Reach (per post)
609 to 1,534
• Use of engaging and unique photos and video
content
• Growth of stakeholder engagement via social media
contests
Twitter
• Continue goal of 100 unique tweets per week
• Continued focus on stakeholder engagement through
weekly event promotions
• Continue fostering Twitter relationships and grow
social ambassadors
Followers
3,142 to 4,553
Instagram
• Regional focus on photos being shared
• Investigate use of a personality behind the photos
Reach (per tweet)
2,310 to 2,794
Marketing Database
4,501 to 8,825
Launch of Instagram in July 2015 – currently
407 followers and 2,369 engagements
22
#plentyofreasons
Youtube
• Strong campaign in 2016 focusing on:
• Authentic stories
• Regional spotlights
Blogs
• Feature blog posts per month promoted via all social
media channels centred around the editorial content
January – Best of Windsor Essex
February – Black History
March – Family Fun
April – Two Wheeled Adventures
May – Birding
June – Farmers Markets
July – 60 Reasons 60 Days
August – Camping
September – Sports Tourism
October - Harvest
November – Food & Drink
December – Holiday Events
PARTNERSHIP Opportunities
We are proud to offer a wide variety of engaging
marketing opportunities for our valued stakeholders.
Consumer Shows
Cycling
- North American Bike Week Expo, March, 2016
Golf
- Toronto Golf Show, Feb, 19-21, 2016
- London Golf Show, March 12-13, 2016
Website
- Business & event listings and packages
For more information contact Elaine Sia:
[email protected]
E-blasts, E-Newsletters
& Event Listings
- Event listings
- Photos & Things W.E. Like
For more information contact Elaine Sia:
[email protected]
Food & Drink
- Waterloo Food & Drink, April 2016
- Sarnia Fusion, November 2016
- London Food & Wine, January 14-16, 2016
- Hamilton Food & Drink Fest, April 2016
For more information contact Lynnette Bain:
[email protected]
Tourism Information Centres
Engagement
Group Services
- Ontario Travel Information Centre’s Tourism Week
June 2016
- Devonshire Mall Tourism Expo, Spring, 2016
- Golf Outing, Sept 19, 2016 (Ambassador Golf Club)
- Holiday Social, Dec 2016 (Canadian Club Brand Centre)
For more information contact William Alexander:
[email protected]
Visitor Guide (early April)
- Participation due: Feb 2016
For more information
contact Kris Racine: [email protected]
Wine Route Map (early June)
- Participation due: April, 2016
For more information contact Lynnette Bain:
[email protected]
- Brochure display - Coupons - Contests
For more information contact Chris Laforet:
[email protected]
TWEPI provides the following visitor services
to large groups:
- Spousal/Partner Programming and Tours
- Dine Arounds
- Educational Tours
For more information contact Jason Toner:
[email protected]
Stakeholder Working Groups
Stakeholder Workshops
- Cycling Partners Working Group
- Birding Partners Working Group
- Hotel Partners
- Sports & Recreation – Municipal Partners
For more information contact Kris Racine:
[email protected]
-Social Media Workshop
- Motorcycling Tourism
- CARHA Business-Ready Workshop
- Bike Friendly Workshop
- Food & Drink; Taste of Place Summit
- Birding Workshop
- Accessibility Market-Readiness
- BB&B Beverage Producers
- Webinars offered through partner organizations;
- Ontario’s Southwest
- Ontario Culinary Tourism Alliance
For more information contact Lynnette Bain:
[email protected]
- Food Tourism Alliance
- Wineries - Essex Pelee Island Coast Winegrowers Association
- Arts & Culture
- B&B - Canada South Bed & Breakfast Association
For more information contact Lynnette Bain:
[email protected]
23
GLOSSARY
AMO – Association of Municipalities of Ontario
LCBO – Liquor Control Board of Ontario
TODS – Tourism-Oriented Directional Signage
ASAE – American Society of Association Executives
MMPI – Michigan Meeting Planners International
TWEPI – Tourism Windsor Essex Pelee Island
BB&B – Barrels, Bottles & Brews
NBL – National Basketball League
VFR – Visiting Friends and Relatives
B&B – Bed & Breakfast
NQI – National Quality Institute
W.E. – Windsor Essex
CanSPEP – Canadian Society of Professional
Event Planners
NVC – New View China
WEEDC – Windsor Essex Economic Development
Corporation
CARHA – Canadian Adult Recreational Hockey
Association
OFSAA – Ontario Federation of School
Athletic Associations
CSAE – Canadian Society of Association
Executives
OMCA – Ontario Motorcoach Association
CSTA – Canadian Sports Tourism Alliance
OSW – Ontario’s Southwest
DMO – Destination Marketing Organization
OTMPC – Ontario Tourism Marketing Partnership
Corporation
DXF - Detroit Experience Factory
PEST - Political, Economical, Social, & Technological
EPIC – Essex Pelee Island Coast
RevPAR – Revenue per available room
ERCA – Essex Region Conservation Authority
RTO – Regional Tourism Organization
FAM – Familiarization Tour
RWTO – Retired Women Teachers Organization
FCTIP – Foreign Convention & Tour Incentive
Program
STR – Smith Travel Research
FEO – Festivals & Events Ontario
FINA – Fédération Internationale de Natation
GTA – Greater Toronto Area
24
OCTA – Ontario Culinary Tourism Alliance
SWOT Analysis – Strengths, Weaknesses,
Opportunities, and Threats
SWOTC – Southwest Ontario Tourism
Corporation
WIATC – Windsor International Aquatic
and Training Centre
333 Riverside Drive West, Suite 103
Windsor, Ontario N9A 7C5
[email protected]
visitwindsoressex.com
Phone: 519.255.6530
Toll Free: 1.800.265.3633
Fax: 519.255.6192
Visitor Information Centres:
Caesars Windsor
Devonshire Mall
Pelee Island Winery (Seasonal)
Amherstburg Tourism Information Centre (Seasonal)