2013 2014 Destination Southwest Nova Media Plan

1. 2013-2014 Media Plan
Contact:mmacneil@dswna.com

2. Our Goal
• A 1% Increase in Rooms Sold

3. The Challenging Marketplace
• Declining visits to Nova Scotia
• Transportation
• Industry in Transition
• Shifting Marketplace
• Tourism as an Economic Driver

4. The Opportunity

5. The Opportunity
• NSTA 5 year Strategy
• Southwest Tourism Task Team
• Leverage & Collaborate our Marketing efforts
• Tourism accounts for 2% of all economic
activity in Nova Scotia
• Website Growth

6. Our Focus

7. Our Focus
• Showcasing the experience in a
cost effective way that delivers the
traveller to members virtual
doorstep
• The Right Marketing Mix

8. The Right Marketing Mix

9. The Marketing Mix
• Online
• Inserts
• Newspaper
• Saltscapes
• Billboards
• Tradeshows
• Travel Media & Concierge Programs

10. OUTDOOR ENTHUSIASTS
THE SOFT ADVENTURER-
ONE WHO APPRECIATES
LOCAL CULTURE & CUISINE AFTER A DAY SPENT HIKING,
KAYAKING OR WHALE WATCHING.
Target Markets

11. Marketing Opportunities

12. Marketing Opportunities
• Online- focus on a mix of programs and networks with all
impressions geo targeted
• Inserts-offer more creative flexibility for one or more
partners. We can finely target . Repurpose creative.
• Newspapers-we have packages with New Brunswick (in
various combinations) and Nova Scotia the Chronicle Herald
• Saltscapes Printed
• Billboards-in partnership with members
• Tradeshows
• Travel Media & Concierge Programs

13. Online
• Pre roll a tool to raise awareness- 15 second pre
roll video (video that runs before news of or
entertainment video content)
• Leaderboard special rates & packages
• Big box special rates & packages
• Geo-targeted to our target market in whatever
ratio is required by tactics and partners
• Webcams-one of five top referral sites for
DSWNA

14. Inserts
• Offer creative flexibility
• Targeted to households most receptive
• Repurpose creative

15. Newspapers
• Telegraph Journal Bundle
• Chronicle Herald

16. Even More Marketing Opportunities
• Saltscapes Printed
• Billboards
• Tradeshows
• Travel Media & Concierge Training

17. Already in Market
• Summerscapes 2013
• Bay Ferries The Ultimate Bay of Fundy Road
Trip
• Summer Vacation & Golf Guide
• La Societé Acadien
• Travel Media

18. Monica MacNeil
mmacneil@dswna.com