The latest in TOTA's ongoing series of major seasonal marketing campaigns was recently launched, and TOTA's Marketing staff remind stakeholders across the region that they can sign up to participate in these increasingly effective web-based campaigns at any time during the year.
The new Winter 2012 campaign, based online at www.thompsonokanagan.com, features more than 120 tourism-related businesses – including hotels, resorts, houseboats, airports, heli-tour companies, adventure tours, attractions, campgrounds, RV parks, communities, festivals, golf courses, ski resorts and wineries.
Each seasonal campaign features the website supported by advertising in online and print outlets. This year's Winter campaign includes advertising on the high-volume Expedia and TripAdvisor websites as well as in WestJet's online 'Up!' magazine and in the Calgary Herald and Calgary Sun newspapers. All the ads point or link readers to the main campaign website, which contains each participating stakeholders business name, address and logo, as well as live links to their email and website. The listings are also sortable in 11 categories according to what type of business they are.
Marketing Experiences Specialists Ellen Walker-Matthews and Howard Grieve note that in this latest campaign, TOTA is beginning to incorporate some of the concepts and marketing tools in the Canadian Tourism Commission's "Explorer Quotient®" or "EQ" program. TOTA has signed on to use this extensive research-based CTC program which goes beyond simple demographics to discover the underlying travel motivations and social values of potential travellers to the Thompson Okanagan from around the world.
EQ provides marketing approaches that will appeal to the four traveller types who are most likely to want to travel here – referred to as 'Free Spirits', 'Cultural Explorers', 'Authentic Experiencers', and 'Rejuvenators'. So, in this campaign, TOTA is including experiential imagery, tag-lines like "Your Winter. Our Wonderland.", "Spend time with the locals.", "Big Mountain. Big Story...", and "Impossible to overdo." The campaign also provides descriptions of the four traveller types who would be most attracted to the experiences in the region, and it encourages readers to take CTC's quick online EQ Traveller Type quiz.
Anyone wanting more information about how to participate in TOTA's seasonal marketing campaigns should contact Stakeholder Sales Specialist Meaghan Racine, email: email@example.com, tel: 250-860-5999 ext 203.
Web version of our annual guide for visitors to the region.
Marketing and information for the Travel Trade industry
Market site for a collection of iconic Okanagan experiences