NSTA digital marketing plan

Marketing Overview

& 2013 Plan

March 7, 2013

Agenda

• Brand Positioning

• Campaign Creative

• 2013 Marketing Plan

• Digital Plan

• Questions

Brand Positioning

Long-term Visitation Trend

Total Visits to Nova Scotia 2000-2012

Target Audience

• Stay longer• Spend more• More likely to be

first-timersOutdoor enthusiast

Cultural enthusiast

Culinary enthusiast

Marketing Goal:

Increase visitation from first-time, pleasure travellers most likely to visit more of Nova Scotia.

Discovery Freedom EngagementIt’s not just about Peggy’s Cove and the Cabot Trail, it’s also everything in between.

You put yourself in neutral, coast along and whatever tickles your fancy, do it.

I feel like a traveler, not a tourist.

Brand Positioning:

Nova Scotia is the spirit of the perfect road trip.

Creative Challenge

• Use emotion to create desire

• Convey a sense of vibrancy

• Position Nova Scotia in a new light

• Differentiate ourselves

Campaign Creative

Campaign Idea:

Celebrate the place and state of mind that allows you to travel on a whim, enjoying the journey as much as the destination.

Television

• One :60 sec brand spot

• Five :30 sec spotso Bike (Fr)o Splash (Fr)o Invited Aboard (Fr)o Climbo Leap

• One :30 sec talent-free spot (scenic and b-roll)

Print

Web and Mobile

Online Advertising Highlights

Online

Online

Sample Site List – English

Sample French Site List

Billboard

Static Billboard

Digital Billboard

Literature

2013 Marketing Plan

Canada

United States

• Ontario• Quebec• Maritimes

Europe

Our Markets

• Mid-Atlantic• New England

• UK• Germany

Influence Travel Planning

Maximize reach during the trip planning timeframe

Market   Feb Mar Arp May Jun Jul Aug Sep Oct

National Trip Plan

Media

Travel

Toronto/Ottawa: Trip Plan

Media

Travel

Montreal Trip Plan

Media

Travel

Atlantic Trip Plan

Media

Travel

Media Mix

Ambient

Digital Print

Connect and engage with the target via multiple touchpoints during their visitor decision journey

Digital Plan

Goal:

Become a leading DMO in digital marketing

Digital – novascotia.com

Year Website Visits

2008 1,600,000

2009 1,500,000

2010 1,654,000

2011 1,647,000

2012 1,880,000

Measures 2012 Results

Pages viewed/visit

6 pages

Avg. visit duration

4:08 minutes

Bounce rate 36.72%

% of traffic from organic search

73.52%

% of new visitors

67.21%2012 Top Visits by Country

% of total traffic

Canada 64.07%

United States 26.55%

United Kingdom

2.35%

Germany 1.24%

Year Mobile Visits

2012(ns.com and mobile site)

290,500 visits•iPad (143,000)•iPhone (80,800)

2011(ns.com)

105,000 visits•iPad (32,000)•iPhone (27,000)

2010 32,300 visits

Digital – Social Media

Facebook92,623Likes(Ongoing engagement rate is highest of all provincial FB pages)

YouTube371,008 video views

Twitter9,078 followers

Instagram3,166 photos (#visitnovascotia)

Pinterest448 followers

Flickr11,508 photos

3-Year Digital Plan

To be completed for the Mar. 18th, 2013 campaign launch:•Rebrand digital platforms:

o novascotia.com (English and French sites) o Top 25 and Recommended Road Tripso UK and German IP targeted landing pages o Mobile websiteo E-mail templateo Facebook, Twitter, and YouTube

•Launch mobile app for:o iPhone, iPad, Android, Blackberry

novascotia.com & mobile website

Mobile App (iPhone, HTML 5)

iPad App

3-Year Digital Plan

Completed in 2013-14:

•Website Marketingo New booking engine – October 2013o Live chat outreach (novascotia.com)o novascotia.com redesign - launch March 2014o Redesign of Travel Media and Travel Trade microsites

•Social Media Marketingo Spring and Fall surge campaigns o Pinterest integration into Facebooko Content calendar and execution o “Places-in-between” video series

3-Year Digital Plan (con’t)

• Mobile Marketingo Mobile content optimization (2013)o Mobile marketing strategy development (2013)o Integration of QR codes into marketing touch points (2014)o Launch text message marketing (2014)

• Blogger Initiativeso novascotiablogs.com content integration into redesigned

websiteo Blogger outreach program (pilot program)o VIP blogger event/relationship managemento VIP blogger reward program

3-Year Digital Plan (con’t)

• Search Engine Optimizationo Optimizing French content, TV ads

• Search Engine Marketingo UK and Germany campaignso US and Quebec campaignso Seasonal content campaigns

• E-mail Programo Mobile optimization of e-mail templateo Strategic list build tacticso Content plan and calendaro UK e-mail list

• Performance Measureso Develop measurement plan aligned with tacticso Measurement reviews, results and actions

Campaign Summary

What’s different about 2013?•New brand and campaign (English and French)•Increased spend in Ontario•Shift spending from region to re-enter Quebec•Double spend in online advertising•3-year digital marketing plan•Complete re-build of novascotia.com by spring 2014

Questions