Leading a destination in the connected economy | David Peacock | #SoMeT15US New Orleans, USA
In 2011, when Ontario, Canada established tourism regions in order to spur the provincial tourism economy, most of those new regions invested in creating and promoting new brands. Regional Tourism Organization Four Inc.(‘RTO4′) went the opposite direction. First, the organization chose a name that couldn’t be more obscure and second, committed to a process of critically assessing all its initiatives based on a strict model of goal – strategy – measurement. The regional tourism board focuses on helping the destinations in their region to become highly effective in their marketing approach through product development and differentiation. Today the team works with operators in their region to market their businesses more efficiently through a combination of digital tools and strategies that have a proven ROI. This is RTO4 – a destination with a highly relevant approach to modern destination marketing. In this keynote, CEO, David Peacock, shared the history of how RTO4 became a tourism development incubator and their vision for a new approach to destination marketing that is suitable for the connected and distributed economy.
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Leading a destination in the connected economy | David Peacock | #SoMeT15US New Orleans, USA
- 1. The Tourism Incubator Journey A Cautionary Tale
- 2. International Destination of Choice Canada’s ranking Canada’s performance
- 3. Toronto, Ottawa, Niagara Falls piscis magnus (big fish) Other Regions piscis parvus (small fish)
- 17. Digital UX issues High ROI activity Hygiene First
- 18. Local Citizens Destinations not DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-‐1/4
- 19. Local Citizens Destinations not DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-‐2/4
- 20. Local Citizens Destinations not DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-‐3/4
- 21. Local Citizens Destinations not DMOs DESTINATION Government Local & Regional DMO BIA Festivals Accommodators Attractions Events 17-‐4/4
- 22. RTO4 MAXIM Successful destinations are the product of highly engaged communities taking an active role in shaping their collective tourism future. The best destinations have engagement across a broad spectrum of stakeholders: business, government, public, financial and a host of others not just tourism and marketing entities.
- 23. Destination visitors Shared story Future visitors Marketing Redefine Brand
- 25. Visitor Experience + Shared Story = Destination Brand 21-‐1/2
- 26. Visitor Experience + Shared Story = Destination Brand 21-‐2/2
- 27. Napier Simpson Sherry Doiron Zac Gribble Karen Mitchell Emily Chandler Andrea Gardi