PROGRAM

MARCH 6, 2012
The Sheraton Centre Toronto Hotel | 123 Queen Street West, Toronto, Ontario M5H 2M9
4:00 pm - 8:00 pm

Registration Opens
(Dominion Ballroom Foyer)

5:15 pm - 8:00 pm

Evening Reception
(Dominion Ballroom)

Come and enjoy an exquisite reception with music, food and fun! This reception will be held in conjunction with the delegates from the Hotel Association of Canada and Online Revealed Canada.

MARCH 7, 2012
The Sheraton Centre Toronto Hotel | 123 Queen Street West, Toronto, Ontario M5H 2M9
7:00 am - 5:00 pm Registration Opens
(Vide Foyer)
7:00 am - 8:30 am

Continental Breakfast
(Foyer | Convention Level)

8:30 am - 8:45 am

Welcome And Opening Remarks
(Grand Ballroom)

Speaker:
Lyle Hall | HLT Advisory Inc.

MORNING PLENARY SESSION #1

8:45 am - 9:30 am

It’s All About The Consumer
(Grand Ballroom)

57 channels sounded like a lot in 1992 when Bruce Springsteen launched his hit song. Twenty years later, mainstream media channels are struggling to stay relevant in a sea of digital and social channels, the balance of power has shifted from marketers to consumers and consumers are increasingly cynical about ‘traditional’ advertising. There is a widening cultural and communication divide between ‘social’ generations and the ‘old school’ generations and it’s the job of leading marketers today to take limited marketing dollars and deliver the biggest impact for their organizations. How do the best marketers choose their audience? Where is the best place to invest money and how do you make yourself relevant in sea of copycats and also-rans? How can you be ‘customer-centric’ if your customer isn’t loyal and is transient between so many available brands and destinations?

Duncan Fulton will give us a retailer’s perspective on all of these issues and reflect on his current role overhauling the marketing strategy of leading sports retailers Sport Chek and Sports Experts. Duncan is the Senior Vice President of Communications for Canadian Tire Corporation and Chief Marketing Officer of FGL Sports, Canadian Tire’s latest acquisition that oversees 10 leading sports retailers. Don’t miss this straight-talking and entertaining kick-off to a day of sessions about breaking through to travellers and being more relevant to our customers.

MORNING PLENARY SESSION #2

9:30 am - 10:15 am

Shock Waves Facing The Industry
(Grand Ballroom)

Professor Rod Harris, former CEO and President of Tourism British Columbia and current faculty member in Royal Roads School of Tourism and Hospitality Management, will present an engaging examination of the five major shock waves that will impact global tourism in the 21st century.

His presentation explores the mega forces that will largely determine Canada's success on the world stage. He will draw lessons from the strategic supply chain management practices of various multinational corporations in other sectors of the economy, applying the principles of "synchronized collaboration" as a viable risk management strategy.

10:15 am - 10:45 am NETWORKING REFRESHMENT BREAK
(Foyer | Convention Level)

MORNING BREAKOUT SESSIONS:
THE CHOICE IS YOURS: C1, C2, C3, C4, or C5

The Canadian Tourism Marketing Summit is held in conjunction with Online Revealed Canada… all registered delegates are provided with FREEDOM PASSES to attend any breakout session they like. Mix & Match OR stay in one track - the Choice is Yours!!

10:45 am - 11:45 am

C1: What Is Conscious Travel?
(Sheraton Hall A)

Conscious travel is a movement designed to help tourism suppliers build sustainable businesses through attracting, engaging and supporting an emerging and influential market of people called Conscious Travellers, who are shaping a post recessionary consumerism – one that is mindful, collaborative, participative and co-creative.

Speaker:
Anna Pollock | DestiCorp UK Ltd. & Conscious Travel

10:45 am - 11:45 am

C2: The Role Of Sport In Tourism Marketing
(Sheraton Hall B)

Sport tourism is on a roll across Canada (and internationally) as a means for destinations, large and small, to attract meaningful visitation on a year-round basis. From major international events to local and regional tournaments, there’s opportunity in sport!

Moderator:
Duncan Ross | Red Canoe Inc.

Speakers:
Chris Gibbs | Ryerson University
Blair McIntosh | Toronto 2015 Pan/Parapan American Games
Mark Milliere | TSN

10:45 am - 11:45 am

C3: Benchmarking Canadian Destinations To Each Other And The World
(Grand Ballrooom East)

What is your destination's reputation online? What are people saying about the overall state of the travel business? How does Canada measure up? And how does this stack up against your competitive destination set? This tag team presentation between TripAdvisor and Miles Media will look at two of the most critical areas of a destination’s marketing performance - online marketing and traveller reviews.

Firstly, the reach and impact of the online marketing efforts of DMOs, and secondly, how visitors perceive and share the quality of their experience in a destination - with accommodation, activities and restaurants/dining.

Speakers:
Chris Adams | Miles Media
Jim Brody | TripAdvisor
Paul Winkle | Miles Media

10:45 am - 11:45 am

C4: LGBT $7 Billion Travel Market
(Sheraton Hall C)

For those new to the LGBT travel market, it can seem a bit intimidating and overwhelming. However this market segment represents over $7 billion dollars to the Travel Industry. Do you need to change your marketing message when targeting the LGBT segment? Come learn from the experts on how to approach and maintain business from the LGBT travel market.

Moderator:
Matt Skallerud | Pink Banana Media

Speakers:
Joel Peters | Tourism Toronto
Darrell Schuurman | Travel Gay Canada
Robert Sharp | OUT Adventures

10:45 am - 11:45 am

C5: Tracking The Digital And Mobile Ecosystem
(Grand Ballroom West)

This session explores the key insights from the TNS 2011 Digital Life and Mobile Life Global studies. More specifically the drivers behind consumer behaviour and attitudes digitally. It also addresses the key elements that inform strategic marketing investment in the changing digital world including:

  • how to reach digital users by understanding how the segmentation of users live online;
  • how to engage the digital user online as well as via smartphone and tablet technology;
  • how to identify and cultivate the digital advocate; and
  • how to convert the digital customer by understanding the role digital channels play in relation to the “path to purchase travel cycle”.

Speaker:

Ron Caughlin | TNS Canada

11:45 am - 2:00 pm

Lunch Keynote: A Six String Nation Guitar
(Grand Ballroom)

Presented By:

Jowi Taylor owns and designed the most unique guitar in Canada. Officially nicknamed “Voyageur” at a ceremony in Winnipeg in February 2008 – is an instrument unlike any in the world. The guitar is quite literally a piece of Canadian history.... or 64 pieces of history to be exact. The Voyageur guitar represents and holds pieces we treasure across the country and tells of geography, history, pride and more: one of the seat boards from Massey Hall, a tiny bit of gold from his Maurice Rocket Richard’s Stanley Cup ring, and tells a moving story of one of the most rare & revered trees in Canada that embodies the spirit of a nation. His presentation is more than a story about a guitar, but rather a story and lesson about our country.

Special performance: Leah Leslie, Director of Sales & Marketing for JW Marriott The Rosseau Muskoka Resort & Spa

AFTERNOON BREAKOUT SESSIONS:
THE CHOICE IS YOURS: D1, D2, D3, D4, or D5

The Canadian Tourism Marketing Summit is held in conjunction with Online Revealed Canada… all registered delegates are provided with FREEDOM PASSES to attend any breakout session they like. Mix & Match OR stay in one track- the Choice is Yours!!

2:00 pm - 3:00 pm

D1: Travel Alberta's New Marketing Philosophy And Business Strategy
(Grand Ballroom West)

Travel Alberta has launched its new research based brand beginning with the 2011/2012 winter season campaign. The session, led by Royce Chwin, Vice President of Marketing for Travel Alberta, explores the practical aspects for how destination brands are best conceived, created and launched.

Please download the documents below, which will be referenced in this session:

2:00 pm - 3:00 pm

D2: What’s The Future Of Loyalty Marketing In The Tourism Space?
(Sheraton Hall A)

Aeroplan, and parent Aimia, have proven the value of customer analytics in driving customer loyalty. This session provides insight into consumer behaviour and the ability to drive much improved marketing ROI through the use of data.

Speaker:
Rick Ferguson | Aimia Inc.

2:00 pm - 3:00 pm

D3: Driving Tourism Revenue By Benchmarking Your Brand
(Grand Ballroom East)

Every year millions are spent developing and building tourism and hotel brands, but is it worthwhile? How can the hospitality, travel and tourism industry use benchmarking to manage their brand and drive revenue and return on investment? Matt Kelly, Managing Director, Brand Advisor of LEVEL5 Strategy Group, will discuss the benchmarks successful organizations use, both internally and externally, to get the results they want.

2:00 pm - 3:00 pm

D4: Google AdWords
(Sheraton Hall C)

This hands-on workshop taught by Google will show you how to leverage your AdWords campaigns. Targeted toward beginners to experienced advertisers, Google will provide the necessary info on how to get started, how to optimize current campaigns and present new opportunities that are available.

Speaker:
Kara Moddemann | Google Canada

2:00 pm - 3:00 pm

D5: What Has Your Content Done For You Lately?
(Sheraton Hall B)

Content marketing is one of the fastest growing concepts in our industry, particularly in the interactive space. It places the focus on creating a powerful content strategy as a main consideration in web development, email marketing, social media, mobile applications – and has a huge impact in SEO/SEM campaigns/programs.

This interactive presentation will be all about creating a custom content strategy that will deliver strong results for DMOs. Recent case studies of success will be offered and the information will be presented in a highly actionable format for destination marketing and technology professionals who are interested in learning about new approaches to drive maximum visitation based on today’s and tomorrow’s predicted trends.

Presented By Paul Winkle, Senior Vice President of MilesMedia

3:00 pm - 3:45 pm NETWORKING REFRESHMENT BREAK
(Foyer | Convention Level)

AFTERNOON PLENARY SESSION

3:45 pm - 4:45 pm

A Giant Awakens: Brand USA. The New American Marketplace
(Grand Ballroom)

Presented By:

With a US$150-million budget for 2012, America’s first-ever global consumer brand, christened Brand USA, has a tightly focused objective: to increase international visitation to the United States and grow America's share of the global travel market.

Unveiled to an international audience in London, England in the fall of 2011, the new campaign which is a public-private partnership between the travel industry and the U.S. government, has set its focus on repositioning America on the world travel stage. At home, it intends to drive economic activity, including billions in new spending, tens of thousands of new outsource-proof jobs and much-needed tax revenue, to spur powerful growth throughout all corners of the United States.

This compelling wrap up session, will explore how a partnership of corporate America and government will work together to reposition one of the world’s largest and best-known tourist destinations. How will Canada collaborate, cooperate and compete? Find out when Lyle Hall (Managing Director of HLT Advisory) moderates an interactive discussion with Joel Secundy (Vice President of Strategic Outreach for Brand USA) and Michele McKenzie (CEO of the Canadian Tourism Commission).

4:45 pm - 5:00 pm

Closing Remarks 
(Grand Ballroom)

The Canadian Tourism Marketing Summit is being held in conjunction with the Hotel Association of Canada's Annual Conference and Online Revealed Canada.

MARCH 5-6, 2012 | SHERATON CENTRE TORONTO HOTEL

This Annual Conference and Tradeshow provides an opportunity for those involved in the operations of lodging enterprises (mid and senior levels) and many industry suppliers, to gain timely insights into industry trends and current practices. For more information, please visit www.hacconference.ca

Who Should Attend:
Corporate Management | Regional and General Hotel Managers | Hotel Owners/Investors | Directors of Operations, Finance/Comptroller, Advertising/Marketing, Sales | Industry Suppliers | Educators


MARCH 5-7, 2012 | SHERATON CENTRE TORONTO HOTEL

This is a cutting edge, forward thinking Conference produced for the industry, by the industry! In a non-intimidating, interactive atmosphere, this solution-focused Conference holds hands-on workshops that address the critical online marketing issues influencing tourism in Canada. Canada’s leading tourism professionals gather including Destination Marketing Organizations, Hotel Brands, Tourism Associations, Search Engines, Technology Companies and Tourism Marketing experts. For more information, please visit www.onlinerevealed.com

Who Should Attend:
Marketing, Public Relations and Advertising Companies | Tourism Industry Suppliers | Provincial, Regional and Municipal Tourism Marketing Organizations | Online Travel Marketers and Enablers | Tourism Sales and Marketing Professionals | Anyone with an interest in Canadian tourism!