PROGRAM

The Canadian Tourism Marketing Summit examines the importance of (and the required activities) supporting tourism marketing, with a focus on bringing international visitors to Canada as well as domestic travel. It is held in conjunction with Hotel Association of Canada’s Annual Conference (HAC) in order to broaden the interest and corresponding delegate attendance base. The audience focus for this event will include not only the hotelier community attending the previous day’s HAC Conference but also the widest possible cross section of businesses involved in tourism marketing including: *Destination Marketing Organizations *Reservation System Suppliers *Attractions *Travel Consolidators *Convention and Trade Show Venues *Public/Government Relations Firms *Transportation Companies *Advertising Agencies *Tour Packagers/Wholesalers *Travel Agencies *Arts and Cultural Institutions *Events and Festivals *Consultants and Advisors *Sports and Recreation Operators and *Media.

                                                                                                            

FEBRUARY 5, 2013
Hilton Toronto Hotel | 145 Richmond Street West Toronto, ON M5H 2L2
4:00 pm - 8:00 pm

REGISTRATION OPENS/BADGE PICK-UP
(Toronto Ballroom Foyer)

5:30 pm - 7:30 pm

TRAVELZOO COCKTAIL RECEPTION
(Toronto Ballroom Foyer)

Come and enjoy a deluxe reception held in conjunction with delegates from the Hotel Association of Canada's Conference and sponsored by our friends at TRAVELZOO!

 

FEBRUARY 6, 2013
Hilton Toronto Hotel | 145 Richmond Street West Toronto, ON M5H 2L2
7:00 am - 5:00 pm REGISTRATION OPENS 
(Toronto Ballroom Foyer)
7:00 am - 8:45 am

NETWORKING BREAKFAST
(Toronto Ballroom Foyer)

8:45 am - 9:00 am

OPENING REMARKS
(Toronto Ballroom)

Lyle Hall | HLT Advisory Inc.

AM PLENARY SESSION #1

9:00 am - 10:15 am

THE POWER OF ADVERTISING
(Toronto Ballroom)

Branding is more than a logo and a slogan - it's how people judge you and file you in their minds. Terry O'Reilly wants to talk to you about the value of branding, show you how it can attract business, create goodwill and loyalty and how storytelling can enhance your brand. Most of all, Terry wants to give you real tools that you can apply to your business.

In Terry O’Reilly’s critically acclaimed CBC Radio program, The Age of Persuasion, Terry explores the countless ways marketers permeate your life, from media, art, and language, to politics, religion, and fashion. But what about tourism? Start the day with an interesting and slightly irreverent look at how marketing and tourism interact. Terry has very unique and insightful views on what it truly takes, to connect with your customers.

About Terry
Before Pirate Radio & Television, Terry spent 10 years as an award-winning copywriter at several of the most creative advertising agencies in Canada. Terry has won a few hundred national and international awards for writing and directing. Marketing Magazine named him one of Canada’s “Most Influential” marketing people.

When he’s not creating advertising, he’s talking about it, first as the host of the award-winning CBC/Sirius/WBEZ Chicago radio series, “The Age of Persuasion” – with close to a million listeners a week in Canada alone. The Age of Persuasion podcast was chosen as the “Best New Podcast of 2011” by iTunes, and was awarded the Grand Prize trophy at the New York Radio Festivals two years in a row.

10:15 am - 10:45 am NETWORKING REFRESHMENT BREAK 
(Toronto Ballroom Foyer)
AM PLENARY
SESSION #2

10:45 am - 12:00 pm

THE DMO OF THE 21st CENTURY
(Toronto Ballroom)

We’ve come a long way... from paper maps, static websites, and coupon books in hotel lobbies to TripAdvisor reviews, Google searches and 1000’s of social apps. The relevancy of the traditional DMO is changing. But how fast and is the change universal? This session explores some of the leading edge innovations powering DMOs…and keeping DMO executives up at night.

Moderator:
Wayne St. John | Publicitas Canada

Speakers:
Mike Gamble | SearchWide
Ken Lambert
Aaron Nissen | Think! Social Media

12:00pm - 1:30pm

LUNCHEON & PRESENTATION
(Toronto Ballroom Foyer)

DEMYSTIFYING FACEBOOK & SOCIAL’S ROLE FOR THE TRAVEL INDUSTRY

Keynote: Lee McCabe | Facebook

Lee is the Head of Travel at Facebook where he is responsible for how Facebook thinks about and works with travel marketers. As head of Facebook’s global travel marketing industry efforts, he plays a lead role in developing the holistic strategy for the travel industry overall.

Prior to joining Facebook, Lee was Senior Director of Market Management for Expedia. During his five years at Expedia, he was responsible for managing hotel partner strategy and relationships across several regions including US, Canada, Asia Pacific and Oceania. Lee has also held sales and marketing roles with eBay, Telstra and Warner Music.

Lee holds a Master of Arts in Media from Sheffield Hallam University and a Masters of Business Administration from Warwick Business School.

BREAKOUT SESSIONS:
THE CHOICE IS YOURS: A1 OR A2

1:30 pm - 2:30 pm

A1: TAP’ing INTO FUTURE CONVENTION BIDS 
(Tom Thompson)

Over 60 convention bureau clients, and 80 hotel clients in the US and Canada use Trends Analysis Projections (TAP) products to develop and measure their own sales and marketing strategies.
Providing forward-looking market data to the hospitality industry, TAP collects monthly data downloads that includes room night patterns on 300 million room nights in past demand as well as 300 million room nights in future demand. This session is strongly recommended for convention bureaus, hotels, and convention centres who need up to the minute information for strategic positioning of future convention bids.

Presenter:
Jeff Eastman, President & CEO of Trends Analysis Projections LLC , is a nationally recognized travel industry expert with over 30 years of experience. He has directed the sales and marketing efforts for major convention hotels in Washington and Chicago. Prior to forming TAP in 2004, he served as the Senior VP of the Convention and Visitors Bureau of Greater Kansas City. He was instrumental in the successful campaign to expand the Kansas City Convention Center.

1:30 pm - 2:30 pm

A2: IMPACT OF THE TORONTO 2015 PAN AM/PARAPAN AM GAMES 
(Carmichael/Jackson)
 
With less than 2 ½ years until the first gold medal is awarded at the TORONTO 2015 Pan Am/Parapan Am Games, the TO2015 Organizing Committee is full steam ahead with planning the largest multi-sporting event ever held in Canada. With the sporting event and cultural festivals attracting visitors from across the Pan Americas, TO2015 and their partners have been developing a tourism strategy to ensure the economic impact of the Games is felt long after the Parapan Am closing ceremony.

Katherine Henderson, Senior Vice-President, Marketing and Revenue, TO2015 and Ronald Holgerson, President & CEO at Ontario Tourism Marketing Partnership Corporation (OTMPC) will provide a Games overview, tourism strategy and information on how you can get involved in this once in a lifetime opportunity!

2:30 pm - 2:35 pm QUICK INTERMISSION

BREAKOUT SESSIONS:
THE CHOICE IS YOURS: B1, OR B2

2:35 pm - 3:35 pm

B1: CASE STUDY: RIPLEY’S AQUARIUM CANADA. 
HOW INVESTMENT IN ATTRACTIONS BUILDS DESTINATION APPEAL.
(Tom Thompson)

Much of Canada’s built (as opposed to natural) attraction infrastructure has been in place for years. While some reinvestment has occurred, the pace of growth has not been strong. But a few bright spots are appearing…one of which is Ripley’s new aquarium at the base of Toronto’s CN Tower. This case study will explore how new attractions can assist in building destination appeal by looking at Ripley’s track record in other North American destinations.
 

Speaker:
Peter Doyle | Ripley’s Aquarium of Canada

2:35 pm - 3:35 pm

B2: CASINO GAMING'S ROLE IN MARKETING DESTINATIONS 
(Carmichael/Jackson Room)

The current debate over a waterfront casino in downtown Toronto is an interesting case study for the many Canadian cities that host one or more casinos. 

*How can casino gaming be used to support the tourism industry and destination positioning?
*Are casinos compatible with other entertainment and tourist product offerings?
*How are DMOs using casinos to drive incremental leisure and MC&IT business?

This session brings together casino and DMO marketing experts and explores how (and if) casino gaming can be tapped for benefit of the broader tourism industry.

Moderator:
Paul Burns | Canadian Gaming Association

Speakers:
Noel Buckley | Ottawa Tourism
Howard Blank | Great Canadian Gaming Corporation
John Payne | Caesars Entertainment

3:35 pm - 4:00 pm NETWORKING REFRESHMENT BREAK
(Toronto Ballroom Foyer)
PM PLENARY SESSION

4:00 pm - 4:45 pm

CANADA & USA: COMPETITORS OR STRATEGIC ALLIES?
BRAND USA MEETS THE CTC
(Toronto Ballroom)

With a year under their belts, a new CEO and a truly impressive marketing budget, BRAND USA presents a host of challenges and opportunities for the Canadian tourism industry. And all this in the face of reduced Canadian marketing resources.

By the end of 2012, the U.S. Department of Commerce estimates that international visitors to the U.S. could end up injecting a record $169 billion into the U.S. economy. And, to date, BRAND USA has focused largely on three key markets; the UK, Japan ...and Canada.

This session explores how Canada and the U.S. can work together in bringing international visitors to North America, as well as, identifying other areas of collaboration...and competition...between our two national marketing entities.

The discussion moderated by CBC's Amanda Lang features, the Canadian Tourism Commission's Michele McKenzie and Brand USA's newly-installed CEO, Christopher Thompson. Prior to joining Brand USA Chris lead Visit Florida and was named one of the "Top Twenty Five Most Extraordinary Minds in Sales & Marketing" by the Hospitality Sales & Marketing Association International.

4:45 pm- 5:00 pm

CLOSING REMARKS
(Toronto Ballroom)

Lyle Hall | HLT Advisory Inc.

The Canadian Tourism Marketing Summit is being held in conjunction with the
 Hotel Association of Canada's Centennial Celebration & Conference 

HAC Centennial Celebration & Conference
2013 marks the 100th Anniversary for the Hotel Association of Canada- a national organization that represents 8,400+ hotels, more than 450,000 rooms and over $16-billion in revenue. An insightful, reflective, and most of all entertaining, commemorative celebration is being planned!

DON’T MISS THE EVENT THAT TOOK 100 YEARS TO MAKE!

The Conference 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