January/February 2010
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Short Haul Leisure Winter Programming Edmonton Tourism launched its second phase of the winter campaign the week of January 11 aimed at increasing Greater Edmonton’s share of leisure visitors from across Alberta and select markets in Saskatchewan, Northern B.C., Yukon and Northwest Territories. This campaign gives potential visitors plenty of compelling reasons to come to Edmonton for a great winter holiday. The campaign targets potential visitors using a multi-media approach that includes direct mail, e-marketing, promotional offers and an anchoring website. Consumers are encouraged to visit www.edmonton.com/liveallyear where they’re eligible for an ‘instant-win’ opportunity and can peruse visitor information and vacation packages, find online coupons and enter to win an Edmonton getaway experience. Phase one of Edmonton’s winter campaign ran through December 31 focusing on the holiday season. Unique visitors to the campaign site for this phase were in excess of 42,000. E-marketing efforts included two flights; November 24 to a database of 69,300 subscribers with an open rate of 12 per cent and December 7 to 75,900 subscribers with an open rate of 13 per cent. Again this year, an important campaign component includes the Visiting Friends and Relatives initiative, which encourages Edmontonians to become tourism ambassadors for the region. Web numbers show close to 7,500 unique page views on this landing page for this campaign, November through present. In Flight Campaigns The two campaigns running in parallel with Air Canada and WestJet continue into the New Year. These augment the phase two winter campaign reaching similar markets and beyond in national and international markets. As this is purely destination awareness metrics are more difficult to quantify. Outcomes have seen 7,000 unique visitors to this section of the site as well as increased editorial in these airlines in flight magazines.
Edmonton.com Efforts in developing the search engine optimization strategy continue with a focus on key search terms, web page descriptors, and appropriate links internal and external of Edmonton.com. Monitoring will continue to measure our online presence. Edmonton.com saw 103,893 unique visitors over Q4. New Hire We’re pleased to welcome our newest staff member to the External Relations team, Bin Lau, Director of Communications who started January 11. If you would like more information on these programs or other Short-Haul initiatives, please contact Jenifer Christenson at jchristenson@edmonton.com or (780) 917-7890.
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