March/April 2010
|
 |
Short Haul Leisure Winter Programming Edmonton Tourism wrapped up the second phase of the winter campaign on February 28th. The winter campaign was 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 gave potential visitors plenty of compelling reasons to come to Edmonton for a great winter holiday.
The campaign targeted potential visitors using a multi-media approach that included direct mail, e-marketing, promotional offers and an anchoring website. Consumers were encouraged to visit www.edmonton.com/liveallyear where they were eligible for an ‘instant-win’ opportunity and could peruse visitor information and vacation packages, find online coupons and enter to win an Edmonton getaway experience. Phase two of Edmonton’s winter campaign ran from January 5th to February 28 with a direct mail piece, web based communications and an anchoring website. Phase two had a very consistent media mix to phase one but with a further reaching direct mail distribution. Markets targeted in phase two included Saskatchewan, Yukon, Northwest Territories, and northern British Columbia. Preliminary results for phase two include over 24,000 entries for our Winter Getaway grand prize and an additional 18,700 entries for our “instant-win” contest. E-marketing efforts included two e-newsletters; January 25 to a database of 69,300 subscribers with an open rate of 13.2 per cent and February 8 to 75,900 subscribers with an open rate of 14.6 per cent. In Flight Campaigns The two campaigns running in parallel with Air Canada and WestJet also closed off at the end of February. This campaign augmented the winter campaign reaching similar markets and beyond in national and international markets. As this is purely destination awareness metrics are more difficult to quantify, however we can report 8,307 entries were submitted for the “In Flight” contest. Consumer Shows Beginning in mid-March representatives from Edmonton Tourism, Travel Alberta and the Destination Marketing Fund will be attending eight consumer shows across western Canada. The Consumer Shows program focuses on rubber-tire markets and augments Travel Alberta’s Partners in Promotion program which focus on long-haul markets. Shows included in the 2010 program include:
Edmonton.com Search engine optimization continues to be area we are developing with a focus on key search terms, web page descriptors and relevant links of Edmonton.com. Monitoring will continue as we measure our online presence. Edmonton.com saw 70,744 unique visitors over January and February. If you would like more information on these programs or other External Relations initiatives, please contact: Jenifer Christenson at jchristenson@edmonton.com or 780.917-7890 Bernie Borgeson @ bborgeson@edmonton.com or 780.969.0462 Roger Gallardo @ rgallardo@edmonton.com or 780.410.7690
|
 |
||||||||||||||||||||||||||||||||||||||||||||||
