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Windsor Essex Pelee Island 2017/2018 Marketing Plan & Destination Development Strategy : Page 2

EXECUTIVE MESSAGE It has been another stellar year for our region’s tourism industry! Throughout 2016, we have seen a strong and sustained increase in visitation. This is a testament to the region’s dedicated hospitality partners working together with Tourism Windsor Essex Pelee Island within a united tourism industry. This year, we continued to strengthen the profile of our tourism offerings with our brand marketing campaign – “Plenty of Reasons” – highlighting the diverse array of attractions, experiences and adventures one can expect to find here. With its engaging creative storytelling, this campaign has helped to further distinguish our tourism product offerings in a highly competitive market. Complementing this was our “60 Reasons, 60 Days” suggested itineraries campaign which ran through summer and saw over 375,000 impressions, as well as our “Fall Drives” promotion that focused on creating adventures and list of experiences as put forth by those who snapped their favourite discoveries that they encountered and shared them on social media with the hashtag “falldrivesYQG”. We also launched a new initiative called “Barrels, Bottles & Brews”. A passport program where you can experience the history of Canadian whisky, prohibition and enjoy a flight of craft beer or a small batch of our ultra premium spirits at one of our partner locations. The year also brought us the inaugural “Best of Windsor Essex”. A campaign aimed at engaging local residents and visitors to share their favourite attractions. It is a new effort to put together the most comprehensive list of the “Best of things” to see and do in the region by the locals who live here. We’re proud to report that our region’s many tourism achievements did not go unnoticed. In fact, 2016 was another milestone year for industry recognition. We are extremely proud to have won and been nominated for several provincial marketing awards, including: • Winner of the Ontario Culinary Tourism Experience Award in conjunction with EPIC Wineries for our work on the EPIC Passport and related experiences. • Winner of the Motorcities National Heritage Area’s 2016 Award of Excellence in Tourism for the Henry Ford 150 Driving Tours • Finalist for the Ontario Culinary Tourism Leadership Award Operationally, we hosted our first AGM along with several workshops throughout the year: Trip Advisor, birding, 2-wheeled adventure and social media workshops. We will look to continue to host additional workshops for our stakeholders and businesses in 2017. In order to strengthen our regional partnerships with our municipalities, we formed a Regional Tourism Committee that will meet to strengthen collaboration, engagement and shared synergies. two to 3 times per year. For 2017, we have much to be excited about as we gear up for Canada 150 celebrations and regional events along with some noteworthy national/provincial events. These include the FINA (NVC) Diving World Series in April, The Mastercard Memorial Cup in May, the Delta Kappa Gamma Conferece in July and the Ontario Travel Information Services Conference in October to name a few. In addition, we will launch a new partner portal which will help all stakeholders throughout the region stay current with all activities and communications from our office. Capitalizing on the weak Canadian dollar, TWEPI will lead a cross-border marketing initiative to help entice Americans to visit us and explore the “many reasons” to explore this place. With stakeholder engagement at an all time high and with strong key performance indicators showing positive growth, 2017 promises to be another successful year for our region. Gordon Orr Chief Executive Officer Tourism Windsor Essex Pelee Island 2

EXECUTIVE MESSAGE

It has been another stellar year for our region’s tourism
industry! Throughout 2016, we have seen a strong and
sustained increase in visitation. This is a testament to the
region’s dedicated hospitality partners working together
with Tourism Windsor Essex Pelee Island within a united
tourism industry.

This year, we continued to strengthen the profile of our
tourism offerings with our brand marketing campaign –
“Plenty of Reasons” – highlighting the diverse array of
attractions, experiences and adventures one can expect
to find here. With its engaging creative storytelling, this
campaign has helped to further distinguish our tourism
product offerings in a highly competitive market.

Complementing this was our “60 Reasons, 60 Days”
suggested itineraries campaign which ran through
summer and saw over 375,000 impressions, as well as
our “Fall Drives” promotion that focused on creating
adventures and list of experiences as put forth by those
who snapped their favourite discoveries that they
encountered and shared them on social media with the
hashtag “falldrivesYQG”.

We also launched a new initiative called “Barrels, Bottles
& Brews”. A passport program where you can experience
the history of Canadian whisky, prohibition and enjoy a
flight of craft beer or a small batch of our ultra premium
spirits at one of our partner locations.

The year also brought us the inaugural “Best of Windsor
Essex”. A campaign aimed at engaging local residents
and visitors to share their favourite attractions. It is a new
effort to put together the most comprehensive list of the
“Best of things” to see and do in the region by the locals
who live here.

We’re proud to report that our region’s many tourism
achievements did not go unnoticed. In fact, 2016 was
another milestone year for industry recognition. We are
extremely proud to have won and been nominated for
several provincial marketing awards, including:


Winner of the Ontario Culinary Tourism Experience
Award in conjunction with EPIC Wineries for our work
on the EPIC Passport and related experiences.
Winner of the Motorcities National Heritage Area’s 2016
Award of Excellence in Tourism for the Henry Ford 150
Driving Tours
Finalist for the Ontario Culinary Tourism Leadership
Award

Operationally, we hosted our first AGM along with several
workshops throughout the year: Trip Advisor, birding,
2-wheeled adventure and social media workshops. We
will look to continue to host additional workshops for our
stakeholders and businesses in 2017.

In order to strengthen our regional partnerships with our
municipalities, we formed a Regional Tourism Committee
that will meet to strengthen collaboration, engagement
and shared synergies. two to 3 times per year.

For 2017, we have much to be excited about as we gear
up for Canada 150 celebrations and regional events
along with some noteworthy national/provincial events.
These include the FINA (NVC) Diving World Series in
April, The Mastercard Memorial Cup in May, the Delta
Kappa Gamma Conferece in July and the Ontario
Travel Information Services Conference in October to
name a few.

In addition, we will launch a new partner portal which
will help all stakeholders throughout the region stay current
with all activities and communications from our office.
Capitalizing on the weak Canadian dollar, TWEPI will
lead a cross-border marketing initiative to help entice
Americans to visit us and explore the “many reasons” to
explore this place.

With stakeholder engagement at an all time high and
with strong key performance indicators showing positive
growth, 2017 promises to be another successful year for
our region.

Gordon Orr

Chief Executive Officer

Tourism Windsor Essex Pelee Island

Read the full article at http://tourismwepi.epubs.flippagepublishing.com/article/EXECUTIVE+MESSAGE/2670140/370494/article.html.

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