May/June 2009
|
 |
Short Haul Leisure
Summer Programming  The “closer to home” insight... As hinted at by the rise of the newly coined term “STAYcation” – a holiday taken in your immediate proximity, or following, much closer to home than you might have considered in the past - people will be looking for holiday ideas that are affordable, give excellent value and far more accessible (closer to home) without being perceived as compromised versions of their treasured holiday time. The largest opportunity for incremental revenue growth will come from tourism consumers in Alberta and Saskatchewan. They will be actively seeking Alberta vacation options - alternatives that will meet their perceptual realities in this recessionary market.... By many, 2009 has been declared the Year of the Travel Deal! More than ever, consumers are looking for value – and they want to feel valued. According to Forrester Research, over half of travelers feel hotels and airlines are not communicating clearly. Why is this important? One in three Canadian travelers is experiencing a worsening financial situation. Travellers are looking for companies that make them feel valued. Considerable focus will be placed on short-haul markets with a layered approach including various programs listed below with a media mix including direct mail, print, online media, social media, contesting, radio and an anchoring website through a Destination Marketing Hotels funded rubber-tire campaign, Edmonton Tourism’s Annual Summer campaign, vacation packages and in flight campaigns. Consumer Shows Program This regional consumer show program focuses which focuses on short-haul markets continues into May. The program runs in tandem with Travel Alberta’s Partners in Promotion program which focuses on long-haul markets. Festival City integration at select shows has included rovers at the booths to interact with consumers and reinforce our festival message. Website Redevelopment  The Marketing Services Business Unit launched phase one of the redeveloped www.edmonton.com and continues its focus on further development of the family of EEDC websites. 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.
|
 |
|||||||||||||||||||||||||||||||||||||||||||
