1. FRESH TRACKS
Al Leong, MBA

2. Award-Winning Marketing Executive with 25 Years Experience
Clients include: Adobe, Apple, IBM, Motorola, HP, Disney, Sony, Siemens, US Department of Defence
5 years travel and entertainment experience: Tamwood, Three Towers Residential, Disney, Buena Vista Pictures
Travel Branding/City Branding, Toronto Unlimited, Visit California

3. Lead Generation Experience
PPC, Organic Search, PR, Direct Mail, Rented Lists/Print DM
Have managed $250k PPC budget for Rand Group, PPC and SEO/SEM specialist;
$1.4 MM total client marketing budget
Managed integrated marketing budget of $1 MM for technology / venture capital firm
and drip/nurture campaigns; have won 4 awards for clients
25% open rates, 5-10% CTR average, 12% CTR
Microsoft lead generation DM campaign (print publications, leads for DM campaign for seminar business), at Ogilvy & Mather, 250k/pieces month
Managed $5k/month PPC campaign for industrial equipment manufacturer

4. Branding, Identity Marketing Project/Launch Experience

5. Setting the Context:
Tourism Industry

6. Overview Of National Tourism Indicators
Tourism Activities in Canada
Domestic Tourism Expenditures
$23.1 Billion +6.8%
$17.5 billion +6.0%
Tourism Employment
Tourism’s Share of GDP in Canada
735,100 jobs +2.1%
2.03% (Q2 2017)

7. Where does Canada fit in, globally?
FRANCE
ITALY
INDIA
THAILAND
UNITED STATES

8. World Tourism Organization Data 2016

9. Change in International Tourist Arrivals for Top Ranked Destinations

10. World Tourism Organization Data 2016

11. LEAD GENERATION Who are the target customers?
Develop Traveller Personas
International, USA, European, Asian
Lifestyle, Active, Experiential, Adventure-seekers, Relaxers, Nature-seekers, Millennials, Lead nurturing for a 3-6 month buying cycle (from awareness, consideration to purchase, and evangelism)
PPC/SEARCH, LIST SOURCES, TRAVEL SITES/PUBLICATIONS
OPTIMIZED FOR RESPNSE RATES, COST PER CONVERSION
Establish KPIs – CPA, CPL, CPS, Conversion Rates, CTR

12. TRAVELLER

13. Where are they coming from?

14. Prioritize and Focus on most profitable segments
Focus on key markets, leverage Destination Canada and Destination BC marketing dollars
USA, UK
China
France, Mexico
Australia, Germany, India, Japan, S. Korea
Brazil P
ASS

16. WORLDWIDE TRAVEL Where are Americans going? Market Highlights
Slow to recover from 2009 financial crisis
Growth accelerated in last 3 years
75.5 million outbound trips in 2015
Canada is 3rd most popular regional int’l destination (after Mexico and Europe), capturing 13% of total international arrivals by Americans in 2015.
WORLDWIDE TRAVEL

17. Change in International Tourist Arrivals for Top Ranked Destinations
Arguably, Destination Canada and Canada in general is not doing well at marketing tourism.
Perceived as “boring” by Americans – tourism research
Canada’s reputation for natural beauty and spectacular scenery resonate more among older visitors and less with millennials
Active/Extreme activities successful with Squamish Tourism
Issues of bypassing or overcoming a Country-Brand and addressing desires of global tourism perceptions.

18. Key Strategic Marketing Positioning Questions
How do you overcome Canadian marketing weakness as a destination?
How do we leverage Destination BC and Destination Canada and leapfrog past their deficiencies in tourism marketing?
Can Fresh Tracks help rebrand Canada towards a more exciting destination for Americans and global tourists and yet not abandon it historic image of natural beauty? Can we do both?

19. Once Canada is selected by a tourist, what are the
most popular destinations? (TripAdvisor, Traveller’s Choice Awards, 2017)
Vancouver
Whistler, BC
Quebec City
Montreal
Toronto
Canmore, AB
Kelowna, BC
Niagara Falls
Cape Breton Island, NS
Stratford, ON

20. Total International Arrivals To Canada

21. FreshTracks Marketing PPC/Lead Gen, Timeline Optimization
PPC & Lead Generation Scheduling

22. Lead Generation / Sales Funnel in Canada as a Tourism Destination
Top of Mind Awareness
Consider Set
Select/Buy
Interest
Evangelize
General awareness of Canada as a country open for tourism
Interest in Canada – Destination Canada, Tourism BC, Natural Beauty, Culture, Cities
Activities, Consideration Set, Prices, Logistics, Full Evaluation against other alternatives
Specific criteria that are fundamental to needs of buyer
Exceptional experience, word of mouth, re-visits

23. Improve Website and Mobile User Experience

24. Improve Site Rank / Domain Authority (inbound links)

25. Improve Site Rank / Domain Authority (search from Vancouver)

26. Improve Site Rank / Domain Authority (from Seattle, WA)

27. Summary: Take Fresh Tracks Marketing To The Next Level
Strategic Segmentation – USA, then rest of world
Don’t be boring. Excitement. Millennials.
Remember, they are sensitized to violence.
Promote fun and SAFE.
Sense of humour.
Upgrade/Revitalize Branding
Identity, Logo, Color Palette for conversions; a/b/N test
Lead Generation – customize offers to each segment
Global PPC (language specific, not just English) and improve conversion rates
Create compelling offers, CTAs and test
Squeeze Pages, SEO/Organic, Improve Site Performance
Optimize/reduce marketing costs (PPC)

28. THANKS FOR YOUR
CONSIDERATION

29. Backup slides/extras.

30. Fresh Tracks Identity, Naming Confusion with a Hunting Tourism?