Our marketing and sales programs invite German travellers to see and experience Canada in a whole new way. Whether we launch an integrated marketing campaign, attend ITB Berlin or bring media and destination partners together to exchange stories, our initiatives target three major audiences:
Germany’s 2013 consumer direct strategy is focused on integrated advertising campaigns over various media channels (such as print, online, SEO and social media) in partnerships with key provincial/territorial, city and small/medium-size tourism enterprises. Campaigns target Germany’s priority Explorer Quotient®(EQ®) segments, Free Spirits and Authentic Experiencers, who pose the best potential for conversion.
Our consumer direct strategy aligns withour travel trade and PR/media relations channels to optimize our influence across the various stages of the path to purchase. This strategy utilizes the latest research findings such as Global Tourism Watch and CTC’s 2012 conversion study. Insights from both CTC in-market teams and key industry partners aid media and channel planning to ensure we optimize our conversion prospects.
CTC-Germany’s autumn consumer campaign will launch in late October and will run to mid-December online. The campaign will be based around branding, with other elements brought in to help consumers develop their itineraries. The “Canada Shared” creative will be used in online video formats to inspire and raise awareness, while the consumer website will focus on Canadian Signature Experiences(CSE) and trip ideas. Social-media cultivation will bring additional traffic through Facebook and other social networks.
The 2014 planning cycle commenced mid-2013. Briefings for 2014 campaigns will take place after the publication of the Global Sales, Marketing and Communications Plan in September. Details of partner opportunities will be available late fall. We plan to launch activity for spring 2014 in January.
Throughout 2013 CTC-Germany has deployed quarterly e-newsletters to maintain, grow and engage our consumer database. The content consists of recent media stories, upcoming promotions and where appropriate, partner offers. CTC-Germany selects content based on its appeal to our priority EQ target segments.
In Germany, trade development focuses on the retail and wholesale aspects of selling travel. On the retail side, the in-market team conducts sales calls, works co-op programs with key accounts, attends trade shows, organizes tour operator and partner familiarization (FAM) tours and conducts training and promotions through the Canada Specialist Program (CSP). Special attention is given to the CTC’s Canadian Signature Experiences(CSE) program.
Canada Specialist Program
The Canada Specialist Program, our certified web-based training program, helps German travel professionals learn about Canada’s distinct experiences. Participating travel agents are offered a range of information and support, including:
· Regular e-newsletterswith updates and/or raffles as incentives
· Decal kits
· Familiarization (FAM) trips: a CSP mega FAM trip later this year will focus on CTC’s Canadian Signature Experiences
· Exclusive travel agent rates for Canadian partners at hotels, airlines and attractions
· CSP sales tools
· CSP sticker and logo for certified specialists
· Regular “News and Events” releases on the CSP website
· CSP Facebook site as a communication platform
· Publication of contact details onthe CTC-Germany consumer website
· CSP one-day workshop session with Canadian and/or in-market partners Nov. 8
· Seminars of Canadian partners on sales calls upon request.
CTC-Germany also collaborates with tour operators to develop innovative marketing programs and creative promotions to extend and complement the advertising campaigns. These promotions reflect the CTC brand in terms of images and messages, with special attention given to the CTC’s Canadian Signature Experiences program.All activities are carefully measured to identify the ROI.
For details on these events and more, check out our Trade Shows & Events.
CTC-Germany assists the media with partnered press trips and media events, and by hosting individual and TVmedia visits to extraordinary Canadian destinations. Our strategy is to gain visibility in the German media by staging partnered media events across Canada and pitching relevant and targeted story ideas to media influencers. In 2013, we have organized EQ-targeted group press trips featuring various Canadian Signature Experiencesmembers as well as the Canadian cuisines and lifestyles that highlight Canada's five Unique Selling Propositions. Four media also attended Rendez-vous Canada in Ottawain May, while three top bloggers explored Canada prior to TBEX in Torontoin June.
Media trips included:
· June 15-22: Outdoor & Culture (MB)
· June 19-27: First Nations, Heli- & River Adventures in Bella Coola Valley (BC)
· June 19-27: Living the Wild Life: Goldrush & Bear Whisperers (BC)
· July 9-17: Badlands, Grasslands & Cowboy Culture (SK)
· July 16-24: As far from Disneyland as you can get: A Journey Off the Beaten Path (Central NL)
CTC-Germany also supported three visits by German TV companies this year: HR-3 to Quebec, SR to Northwest Territories and ZDF to Toronto for TIFF and Quebec/Ontario for scouting.
German media website and newsletter
CTC-Germany’s German media website offers a huge variety of story ideas, press releases, itineraries, celebrity spots and news from all over Canada. By the end of the year, we will have published 12 story ideas from CTC’s main Media Centre as well as 52 news items and 12 press releases. We post media news on the exclusive Facebook group, “Canada Media” and we tweet regular media news on CTC-Germany’s Twitter channel. Last but not least, we send out a bi-monthly media newsletter to a list of media subscribers.
GoMedia Canada Marketplace
CTC-Germany invited 11 German media to CTC's GoMedia Canada Marketplace in Charlottetown, PEI, Sept. 8-12,where Canadian travel operators exchange stories and ideas with international media. GoMedia is held annually in Canada and is hosted by a different destination each year. GoMedia 2014 will be held in Winnipeg, MB, Aug. 17-21.
Just after the conclusion of World Travel Market, CTC-Germany will once again host three media events Nov. 12-14 in Hamburg, Berlin and Munich. An interactive component will open the event, followed by courses inspired by Canada’s eastern, central, western and northern regions. These events enable partners to mingle with journalists to help them generate their 2014 media leads. This “gourmet trip across the country” aims to bring Canada closer to the audience in an intense and emotional way. The media and partner feedback in 2012 was fantastic: approximately 40 direct clippings plus 20 leads for press trips and projects for the CTC. Various partners have already signed up for 2014 media events.
|Inbound travel to Canada from Germany|
|Overnight trip to Canada (000's)||310.9||297.8||298.6||315.4||291.7||315.4|
|Year to year change||4.9%||-4.2%||0.3%||5.6%||-7.5%||8.1%*|
|Year to year change||3.2%||-0.7%||3.5%||10.6%||-4.6%||5.8%|
|Source: International Travel Survey, Statistics Canada.|
· As Europe’s largest economy and exporter, the subdued economic environment caught up with Germany in 2012, with GDP growth slowing to 0.7% after a 3.1% expansion in 2011. Despite the lowest unemployment among major economies in Europe (6.8%), outbound travel declined 0.3% in 2012, with Germans travellers staying closer to home.(Source: Tourism Economics– Tourism Decision Metrics)
· In 2012, overnight trips from Germany fell 4.7%, dropping to 276,600. While arrivals were up 10.1% in Q1, they subsequently declined in Q2 (-10.1%), Q3 (-3.6%) and Q4 (-8.2%) compared with the same quarters in 2011.
· While the number of travellers visiting friends and relatives expanded 16.9%, business and pleasure travel saw significant declines of 17.9% and 16.6% respectively.
· Spending by overnight German travellers fell 7.4% in 2012 to $417 million, as visitors spent less per trip (-2.8% to $1,506) and stayed for a shorter period of time (-0.9% to 17.4 days).
· Unique to the German market, the third most popular tourism related activity (after shopping and sightseeing) was visiting national or provincial nature parks.
Source: Statistics Canada, International Travel Survey, unless otherwise indicated.
The German economy continues to be the powerhouse within the European Union. It is one of the few countries in the Euro-zone that still registers economic growth and a low unemployment rate (currently 7%). However, there are threats of a slowdown given the current issues within the Euro region.
Travel to Canada was weak in Q1 2013, possibly due to good snow conditions in Europe. The outlook from key accounts for the summer season is more positive, which was reflected by positive numbers in May, although June slowed down again.
Germans are increasingly looking to "get away from it all" and to create new experiences. The focus is not so much on “where to go” but “what to do” when it comes to vacation planning. There is a trend towards more, but shorter, vacation trips.
Personal well-being in an authentic environment is paramount for many German travellers.Hiking continues to be the most popular activity for German visitors.
Similar to reports from other European markets, Canada is considered a top "dream destination" among German travellers, but there remains no urgency to visit in the short term. Canada is also perceived as offering vast wilderness and nature but lacking the cultural excitement and comforts of other destinations.
CTC-Germany showcases Canada’s rich cultural attractions, unique character and its exhilarating—and often unexpected—adventures found year-round to entice German travellers to visit now.
Guided by the CTC corporate strategy, the German strategy focuses on high-yield travellers—consumers who spend more, stay longer and are less influenced by exchange-rate fluctuations and market pressures.
Market development activities
· BEC organized Incentive Canada 2013 Aug. 16-19. The host destination was Kelowna, BC, showcasing Canada to international buyers with an intense program of four days of meetings. Nine European MC&IT buyers attended, including one from France and one from Switzerland. The general consensus among participants was positive, with two new leads confirmed immediately and others in progress.
· BEC organized a post-event extension with several participants to Vancouver, BC, in cooperation with Tourism Vancouver and participating hotels.
· BEC exhibited at the UK Meeting Show July 9-11 at London Olympia. This was a first edition attended by 3,693 industry professionals. German buyers attended pre-scheduled meetings, which generated several leads.
· BEC hosted the HelmsBriscoe European meeting in London in July. Forty HelmsBriscoe representatives enjoyed a personalized red bus transfer, destination presentation and networking.
· BEC organized a trip for the 2012 EIBTM Canada trip prize winner to Vancouver and Vancouver Island in September.
Date or Issue
BEC to Host Incentive Canada 2013
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Current trends and market considerations
The current study of the European incentive and motivational travel market found that:
· Tourism consumer spending generates €278.3 billion, with 87% coming from domestic tourists.
· Conferences and conventions account for 24% of all business travel, with Germany leading in overall expenditures.
· Banks and insurance companies generate 20% of the events, followed by the pharmaceutical, medical and chemical industries with 16.3% of the overall business.
· Forty percent of budgets have increase significantly, especially for medium- to large-size events.
Incentive trips last on average 3.2 days. No planner from the pharmaceutical segment has incentives that last longer than three days. (Source: Pharmaceutical Codex)
Searching for providers and suppliers is also changing, with organizers preferring hotel portals and convention bureaus when searching for MICE offers.
Social network has now entered offices, with 56% using it within the workplace. Facebook and Xing are the preferred social networks.
52% of German incentive travel trips are domestic, while 48% are held abroad.
The elections in Germany in September are important for the future of business overall and tourism in particular. The atmosphere at the moment is cautious but positive.
Vok Dams, Netherlands, organized the Skoda World Dealer Conference for 4,500 international dealers, distributors and fleet managers in Seville, Spain.Ten consecutive groups of guests attended the one-and-a-half day program.