PROGRAM ANNOUNCED!

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.                                                                                                  

 
WEDNESDAY FEBRUARY 12, 2014
 Eaton Chelsea Hotel | 33 Gerrard Street West Toronto, ON M5G 1Z4
5:00 pm - 7:30 pm

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

5:15 pm - 7:30 pm

TRAVELZOO COCKTAIL RECEPTION
(Mountbatten Lane)

Delegates from the Canadian Tourism Marketing Summit mix and mingle with the audience from Hotel Association of Canada's Annual Conference. 

Sponsored by:

 
THURSDAY FEBRUARY 13, 2014
Eaton Chelsea Hotel | 33 Gerrard Street West Toronto, ON M5G 1Z4
7:00 am - 5:00 pm REGISTRATION OPENS 
(Churchill Ballroom Foyer)
7:00 am - 8:30 am

NETWORKING BREAKFAST WITH SPONSORS
(Churchill Ballroom Foyer)

8:30 am - 9:00 am

Lyle Hall

OPENING REMARKS & CANADIAN TOURISM OUTLOOK
(Churchill Ballroom)

Join Lyle Hall from HLT Advisory Inc as he welcomes delegates to the 4th Edition of the Canadian Tourism Marketing Summit.

AM PLENARY SESSION #1

9:00 am - 9:45 am

Terry O'Reilly

DON’T OUTSPEND THEM…OUTSMART THEM!
(Churchill Ballroom)

Budget should never get in the way of great marketing.

In a world where most advertisers don’t have huge budgets to trounce the competition, where small advertisers are up against deeper pockets, and where not–for–profit communicators struggle to make an impact, there is a way to gain remarkable returns.

Reprising his 2013 appearance by popular demand, Terry O’Reilly will show us how to outsmart the competition, not outspend them. All it takes is a different mindset and a different kind of creativity.  This presentation is media-rich and demonstrates amazing ideas from around the world from organizations that chose to spend creativity, not dollars.


 

 

 
AM PLENARY SESSION #2

9:45 am - 10:30 am

PHOCUSWRIGHT KEYNOTE: THE NEXT EVOLUTION OF THE DESTINATION MARKETING ORGANIZATION
RIGHT-SIZED, RIGHT-RESOURCED AND TECH-ENABLED

(Churchill Ballroom)

Shrinking budgets.  A plethora of technologies designed to make investigation and booking of travel product more user friendly. A new paradigm for the role of DMOs of conventional advertising and partnerships.  And a changing of the guard across Canada’s tourism marketing spectrum.  What’s in the cards for destination marketers in a world turned upside down?  Hear from Tony D’Astolfo, Managing Director of PhoCusWright  as he brings together the traditional and the contemporary (maybe even the future) in a spirited presentation of” What’s Next!”

 

 10:30 am - 11:00 am  NETWORKING COFFEE BREAK WITH SPONSORS
(Churchill Ballroom Foyer)
   

BREAKOUT SESSIONS:
THE CHOICE IS YOURS: A1 OR A2

11:00 am - 12:00 pm

Adrian Brijbassi

A1: GET CUSTOMERS IN THE PALM OF YOUR HAND. THE SOCIAL &  MOBILE LANDSCAPE FACING DMO’s
(Rossetti Breakout Room)

Success means thriving where your customers are active. They consume media and plan their travels through social platforms and on mobile devices. Engage authentically with them through these applications and you will inspire them to choose you both as a destination and as a coveted resource. Find out how to catapult your brand to new customers, how to keep them engaged, and how to grow conversions using cost-effective social-media strategies and leveraging your digital assets on mobile platforms.  

Adrian Brijbassi is the Canadian Tourism Commission’s Manager for Social Media and Advocacy. Adrian is well known across Canada as a travel media expert and award-winning writer. In January, 2012, he launched Vacay.ca, an online travel resource that has been hugely influential, generating a million pageviews per month within six months. The site’s Top 50 Restaurants in Canada Guide has been a social media success, with 2.5 million Twitter impressions for #Vacay50. Adrian was the Deputy Travel Editor at the Toronto Star from 2008 to 2012, where he won multiple awards for his writing and implemented multi-platform content strategies. He’s also a regular contributor to the Globe and Mail, the Huffington Post and CTV News.

11:00 am - 12:00 pm

 

A2: POINT: COUNTERPOINT
(Wren Breakout Room)

Today’s DMO’s are faced with ongoing budget pressures that continue to require a balance between investment in three key segments: M&IT, leisure FIT, and event sponsorship.

Participate in an interactive session as two industry veterans  take opposing views on the best way to deploy DMO resources against these market targets.  

Speakers:
John Houghton | Metro Toronto Convention Centre
Ken Lambert | HLT Advisory Inc.

   
12:00 pm - 1:00 pm

NETWORKING BUFFET LUNCH WITH SPONSORS
(Churchill Ballroom Foyer)

 

BREAKOUT SESSIONS:
THE CHOICE IS YOURS: B1 OR B2

1:00 pm - 2:00 pm

B1: COME HELL OR HIGH WATER 
(Rossetti Breakout Room)

The Calgary Exhibition & Stampede is a volunteer-supported, not-for-profit community organization that preserves and promotes western heritage and values. Every year, more than one million people attend the 10-day event in July. Two weeks before the beginning of the 2013 Calgary Stampede, Stampede Park was one of the many places in Southern Alberta ravaged by the worst flood in the province's history. Within days, Stampede officials confirmed the show would go on “come hell or high water”; this catchphrase became the city’s anthem in the most trying times. 
 
Join Kurt Kadatz, Stampede’s director of Corporate Communications for a behind the scenes look at communicating in the face of the flood. Hear the story of how the “hell or high water” phrase and subsequent t-shirt frenzy represented the community’s resiliency, determination and cowboy spirit.  Community sentiment was a critical part of a feat of extraordinary proportions: opening the gates to "The Greatest Show on Earth."
 
This session walks through the events leading up to the Calgary Stampede in 2013, presenting exclusive powerful video footage and firsthand account of how the organization utilized marketing and communications alongside the physical reconstruction to ensure Stampede 101 was delivered and meaningful for the community. 
 

1:00 pm - 2:00 pm

B2: KNOW YOUR PLACE: THE IMPORTANCE OF BRAND IN DRIVING TRAVELLERS CHOICE
(Wren Breakout Room)

Canadian tourism marketers face a range of challenges today. Against a backdrop of hyper-competitive players and a persistently sluggish economy, new thinking is required to develop strategies that will effectively drive traveller choice. This is no easy task - particularly in light of the many stakeholders who have a say in these strategies. Governments, investors, citizens and the tourists themselves all have specific and sometimes conflicting objectives. It's a balancing act that pays off, as the right Place Branding strategy will not only bring the tourists, it will also increase trade, improve the destination's image and competitive edge on the world stage, and foster pride among its citizenry. 

This session will explore these challenges along with other key trends impacting destinations today using Interbrand case studies from across the world, including Sochi 2014, Johannesburg, and Province of Manitoba. 

SPEAKER:
Nicholas Lakas | Interbrand Canada

   
2:00 pm - 2:15 pm INTERMISSION
 
   
BREAKOUT SESSIONS:
THE CHOICE IS YOURS: C1 OR C2

2:15 pm - 3:15 pm

Cree Lawson

 

 

C1: ATTRIBUTION & ROI — CLOSE THE LOOP ON HOW ONLINE MARKETING CREATES VISITS, NOT JUST CLICKS
(Rossetti Breakout Room)

A storm of new data and devices and data is transforming digital marketing as an art into the science of arrivals. But its easy to drown yourself in data and starve yourself of insights. Which metrics matter in the new world? How do you apply them in your destination? Are bookings an accurate way to measure all visitation? And most importantly, how do I show ROI to my stakeholders while giving the appropriate credit to my media partners when someone shows up.

We’ll use live data from a new analytics & reporting suite to illustrate how two cities are using advances in Big Data, Attribution and Analytics to measure visits — in real time — to their destination and which sequences and combination of digital marketing elements and initiatives led to arrivals. New insights and analysis reveal how to time your campaigns for maximum impact, how to control frequency and how to “tune” your campaigns to the markets that are delivering the most visits for the least investment.

Cree Lawson formed Arrivalist after 16 years analyzing marketing campaigns on travel websites. Prior to Arrivalist Lawson founded Travel Ad Network and worked at Fodor’s Travel Guides, the Rough Guides and Lawson has a Master’s degree in Publishing from NYU and graduated from Belmont University’s Honor’s Program in Nashville, TN.

2:15 pm - 3:15 pm

C2: THE  U.S. MARKET: HOLY GRAIL OF CANADIAN TOURISM?
(Wren Breakout Room)

Almost no market generates such lengthy discussion, range of views and depth of recommendations as the U.S. leisure travel market.  This session looks at the US economy, the relative importance of their outbound travel market and Canada's opportunity.  How do we get Canada “connected” to the strategy for growth from the U.S. leisure traveler?

SPEAKER:
Wayne St. John | Publicitas Canada 

3:15 pm - 3:45 pm NETWORKING COFFEE BREAK
(Churchill Ballroom Foyer)
   
PM PLENARY SESSION:
3:45 pm - 4:45 pmLyle Hall THE NEW KIDS ON THE BLOCK 
(Churchill Ballroom)
 

An unprecedented turnover in senior/executive leadership in Canadian tourism marketing, together with the addition of a new layer of marketing organizations in Ontario, presents an interesting marketing landscape. No region of the country or level of influence will be spared as changes have occurred at the national, provincial, regional and municipal levels.  Join Lyle Hall, Managing Director at HLT Advisory as he introduces several of our new tourism marketing leaders and gets some insights into the changes that might be on the horizon.

SPEAKERS:
Cindy Ady Tourism Calgary
Greg Klassen | Canadian Tourism Commission
David Peacock | Regional Tourism Organization Four Inc
Patrick Sullivan | Nova Scotia Tourism Agency
 

4:45 pm - 5:00 pm

CLOSING REMARKS
(Churchill Ballroom)

Lyle Hall, HLT Advisory Inc

 

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

 

 
If you’re looking for the answers, the information and the trends in Canadian lodging the HAC Conference is the place to be.

This year, some of the biggest names and the brightest minds in the industry will come together to share insights, nurture ideas and help formulate strategies that will help drive business over the next twelve months.

The Hotel Association represents more than 8,500 hotels, motels and resorts that encompass the $17 billion Canadian hotel industry which employs 290,000 people across Canada.

Top name speakers. Insightful information. National networking. All in one place. All with one objective—more business.

For more information, please visit www.hacconference.ca