1. Marketing Community Tourism Online: The LETA Ripple
Building Communities Through Community Tourism
Jamaica Community Tourism Symposium &
IIPT Caribbean Community Tourism Conference
May 23 – 26, 2003
Judy Karwacki
iWorldSolutions Inc.

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Creating a ripple effect that will enhance and enrich Canada’s travel industry
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3. What is Experiential and Learning Travel?*
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What is Experiential and Learning Travel?
What is LETA?
LETA’s technology
LETA’s services to Travel Trade and Media
Newsletters and the Ripple
Benefits to Members
How to find LETA
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4. What is Learning & Enrichment Travel?*
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What is Learning & Enrichment Travel?
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5. Learning and enrichment travel refers to vacations with authentic, hands-on or interactive learning experiences featuring themes such as aboriginal, agriculture, anthropology, archeology, arts, culture, cuisine, education, forestry, gardening, heritage, language, maritime, nature, science, spirituality, and wildlife.
These are the travel experiences that broaden the mind and enrich the soul.
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What is LETA?
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7. The Learning & Enrichment Travel Alliance (LETA)*
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The Learning & Enrichment Travel Alliance (LETA)
Founded Spring 2002 with support of 40 Founding Members organizations
Grew out of Canadian Tourism Commission study on Learning Travel
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Vision
The Learning & Enrichment Travel Alliance is dedicated to leading the development and growth of quality learning and enrichment vacation experiences and sustainable business opportunities in Canada.
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Mission
The Learning & Enrichment Travel Alliance will facilitate the development and expansion of sustainable year-round business opportunities for organizations committed to developing, marketing and delivering high quality learning and enrichment vacations in Canada. All activities are guided by the values of excellence, inclusiveness and respect.
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10. The Learning & Enrichment Travel Alliance (LETA)*
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The Learning & Enrichment Travel Alliance (LETA)
The only membership-based organization taking a national approach for marketing experience-based themes in Canada
A communications & business development service and online resource for Canada’s learning & enrichment travel community
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11. The Learning & Enrichment Travel Alliance (LETA)*
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The Learning & Enrichment Travel Alliance (LETA)
A national online directory of travel products and services that are promoted domestically and nationally to the trade, media and the consumer
A one-stop-resource for networking and researching travel information for the travel trade and media
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12. Government tourism agencies Destination Management Organizations *
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Who are LETA members?
Government tourism agencies
Destination Management Organizations
Attractions e.g., museums, interpretive centres
Festivals and special events
Tour operators
Membership-based organizations
Educational institutions
Resource Members e.g., consultants, trainers
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13. Consumers demanding more than just a ‘vacation.’*
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Why LETA?
Consumers demanding more than just a ‘vacation.’
LETA positions Canada as a leading destination for learning and enrichment travel ‘experiences’
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Why LETA?
Educated and discerning travelers and the travel trade are going online to research and purchase travel
LETA provides a one-stop online resource for B2C and B2B learning and experiential travel planning, research and news
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Why LETA?
Savvy tourism businesses are performing communications, networking and research online
LETA serves as a one-stop-resource for collecting and disseminating valuable trade and media information to members and vice versa
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16. Businesses and organizations need cost-effective marketing*
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Why LETA?
Businesses and organizations need cost-effective marketing
LETA partnership shares costs creating a low cost, effective e-marketing solution for small and medium businesses or organizations
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LETA’s technology
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18. - Custom designed user-friendly content management system *
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LETA’s TECHNOLOGY
- Custom designed user-friendly content management system
- Four dynamic websites
Web-page templates for members to showcase themselves
- Search engine capabilities allow consumer and travel trade search by location, season, name, theme, activity, or business type
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19. How are LETA members profiled online?*
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MEMBER INTRANET WEBSITE
How are LETA members profiled online?
Members create and manage their own unique profiles at both a corporate and products & services level.
They control the information viewed by each market.
= SEGMENTATION
= SEGMENTATION
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20. How do LETA’s Search Filters work?*
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SEARCH ENGINE
How do LETA’s Search Filters work?
Search filters selected allow visitors to search by location, season, name, theme, activity, or business type.
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22. Home Page
Logo
Photos,
Description
Product,
Contact

23. A product or service page features:
- The major theme
- Start and end location
- Duration and dates
- Description & highlights
- Rates and deposit details
- Trade details
- Meals, transportation
- What’s included

24. LETA’s services to travel trade and media*
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LETA’s services to travel trade and media
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25. Benefits for media Information on Canada Pre-written articles*
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Media Intranet
Benefits for media
Free media membership provides:
Information on Canada
Pre-written articles
Story ideas
Hyperlinks to DMO image libraries
- Key Canadian media contact information
- Newsfeeds from LETA
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26. Free Travel Trade Membership provides:*
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Trade Intranet
Travel Trade Benefits
Free Travel Trade Membership provides:
- Travel trade information on Canada
- Pre-written articles and story ideas
- Hyperlinks to DMO image libraries
- Key Canadian trade contact information
- Trade newsfeeds from LETA
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27. How does this benefit Members?*
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How does this benefit Members?
As a one-stop-resource to trade and media, LETA receives ‘qualified’ traffic to the site
LETA’s newsfeeds compliment member positioning with the Media and the Trade
LETA collects and disseminates valuable news and opportunities from their network of media and trade partners and then shares this with members
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Newsletters &
The Ripple
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29. Quarterly Members Newsletters*
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Quarterly Members Newsletters
- A vehicle for communicating Media & Trade opportunities through LETA’s network
- A tool for member polling
- A means to stay in touch with LETA members and keep them informed on industry news and marketing opportunities
LETA keeps members informed on industry news & opportunities
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Monthly e-newsletter
- A permission-based marketing tool for trade, media and the consumer
- A communication vehicle for targeting niche markets
- A platform for promoting new members
- A regular news feed for industry and LETA news
Using the latest e-marketing strategies LETA is speaking to a receptive audience
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How do members benefit?
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33. Members receive • Branded internet exposure*
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Members receive
• Branded internet exposure
• Home Page in four online directories
• Products & services sub-pages
• Permission & search engine marketing services
• Access to valuable product development resources
• Networking with learning & enrichment travel partners
• Press and editorial mentions
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34. Business or organization*
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How members benefit
Promotion through four online directories directed at the trade, media, members and the consumer
Promotion through newswires and newsletters to media, trade and the consumer
Business or organization
LETA
Niche marketing search engine optimization
Products or services
Leading edge market positioning
Networking opportunities and access to resources for partnerships and business development
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35. ‘Pay-to-Play’ Optional Marketing Programs *
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The future...
‘Pay-to-Play’ Optional Marketing Programs
Opportunities to purchase tile ads on the LETA consumer website, links to themed splash pages from major search engines, media relations support services, and additional search engine optimization with key words specific to their own business.
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36. Workshops & Marketplaces *
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The future...
Workshops & Marketplaces
LETA will offer online and off-line workshops and marketing places for learning & enrichment travel.
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37. Collaborative e-Marketing Ventures *
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The future...
Collaborative e-Marketing Ventures
LETA will pursue marketing ventures with online retailers and tour operators with an e-commerce capacity to provide an on-line booking service for LETA members wishing to sell on-line
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38. The future... Quality Assurance*
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The future...
Quality Assurance
LETA will develop a quality assurance program to meet marketplace demands for quality standards
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39. How to find LETA: Consumer site: www.letacanada.com Corporate site:*
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How to find LETA:
Consumer site:
Corporate site:
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