29-11-2017-b - 2018 International Trade & Consumer Marketing Campaign

Executive Summary:
Following our successful 2017 international marketing campaign entitled “Share Your Canada,” in February 2018, RTO12 will launch a substantial new social content campaign that will once again target international travelers in the United States and the United Kingdom and promote visitation to northern Ontario for the late spring (June) and summer (July, August) vacation seasons.
To strengthen our marketing output to these markets, starting in January 2018 and through February 2018, we will first refine the ‘10 Explorers’ Edge Itineraries’ that were outcomes of the “Itinerary & Package Development for International Markets” created in 2017 by Twenty31 Consultants (based on Destination Canada’s EQ Segments), and we will, working with regional tourism businesses, develop final package recommendations (showcasing tourism businesses/partnerships) that align with these refined itineraries.
In additional to promoting these final itineraries and packages directly to consumers, we will also ensure they meet the criteria of international tour promoters who sell trips to Canada, and whom we will also commence targeting to have them insert our product into their programs in order to attract even more international visitors to northern Ontario.
The 2018 International Trade & Consumer Marketing Campaign is also integral to ensuring that, should commercial air service be successfully introduced at the Muskoka Airport in 2018, RTO12 will have an ongoing, extremely robust international marketing program to leverage in order to promote that service to international travelers.