VISITOR & CULTURAL SERVICES Multi-Channel Marketing Initiative April 11, 2006

2 Project Objectives l To improve access and shine a spot light on the local arts/cultural and tourism activities for both residents and visitors. l To provide enhanced information, multi- channel marketing and commerce capabilities.

3 The Big Picture - Vision l A multi-channel strategy to shine a spot light on the local scene 1.Comprehensive website with focus on Arts and Culture 2.Physical Information Centre with box office 3.Satellite electronic ticketing kiosks for visitors in key locations …………………………………………………….. l World-class, worthy of G8 country l Staged implementation with immediate benefits l Partnership-driven, revenue-generating, realistic sustainable model over the longer-term

4 Stakeholder Consultations Arts, Culture, Heritage, Festival Groups TourismBusinessVenues / Partners l Arts Ottawa East l Council for the Arts in Ottawa (CAO) l Ottawa Festival Network l Council of Heritage Org’s in Ottawa (CHOO) l 6 Hotels l Former Presidents of Ottawa Tourism l Ottawa Airport l Ottawa-Gatineau Hotel Assoc (OGHA) l CAA l Telus l Telecom Ottawa l Capital Sports Group l Business Improvement Areas (BIA’s) Partners: l Chapters l NCC l Telus Venues: l NAC l Sparks St. l Confed Square Best Practices l 18 Ontario provincial visitor centers, Ministry of Tourism. l Baltimore, Montreal, Quebec City, Toronto, Vancouver, San Francisco. l Scan of the International Association of Convention and Visitor Bureaus (IACVB) l Ottawa International Airport

5 Financial Model- Virtual, Ticketing Kiosks, Physical Centre CapitalOn-Going Virtual Web Portal~$125k~$75 Ticketing Kiosks~$75~$15k Physical Centre$ k~$ k No funding source identified other than the City

6 Strategy and Phasing Strategy has 3 components: 1.Short-term: (Fall 2006) Online e-ticketing web portal and integrated online event calendar with Multi-channel marketing strategy –Build Brand Awareness –On-line promotion strategy to increase traffic –Cost effective promotions strategy leveraging city resources (e.g. bus, transit stations, libraries) –Links to ticket purchasing systems –Wireless Marketing and Mobile Web Technology Platforms (e.g text messaging campaigns, webZine)

7 Strategy and Phasing Ctd. 2.Medium -term: l Electronic ticketing kiosks (2007) –Pilot 3 locations downtown 3.Long-term: Centrally-located visitor centre & physical box office ( )

8 Next Steps DateActivity March 2Public Meeting – Arts and Culture Groups Ottawa March 23Arts, Heritage and Cultural Services Advisory Committee April 11Business Advisory Committee May 16CSED meeting with recommendations 1. RFP for Web Site and Marketing Strategy 2. EOI for Kiosks 3. EOI for Visitor Information Centre and Box Office May 24City Council Fall 2006Web E-ticketing Implementation Concurrently Plan Phase 2, EOI for Kiosks and Physical Centre