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
It has been another stellar year for our region’s tourism
Read the full article at http://tourismwepi.epubs.flippagepublishing.com/article/EXECUTIVE+MESSAGE/2670140/370494/article.html.