Glen Eden
Glen Eden Milton

Ventures

Ontario Canadian Canoe Culture 2018

Elevating the Grand River Visitor Experience brand is a top priority for HHBRTA’s marketing initiatives. The 2018 Canadian Paddling Campaign is the beginning of a multi-year marketing campaign that focuses on the paddling experience that delivers the demands of the target consumers. HHBRTA’s canoe campaign aligns with Destination Ontario’s “Canadian Canoe Culture” campaign and strategy. 2018 marketing tactics include:

  • An influencer program; that showcases the Grand River canoe experiences as well as the see, do, eat, stay roofed and non-roofed opportunities within the region “Beyond The Canoe”
  • Amplifying the Grand River destination as a strong paddling destination
  • Marketing the destinations and the buyable offers through our leisure website with a focus on an ease of purchase
  • Engagement of all available digital platforms and content marketing (leisure website, Twitter, Instagram, Facebook, Youtube, blog posts)

The Heart of Ontario's True Brew Path

HHBRTA is continuing to build on the marketing campaign promoting regional craft breweries and cultural experiences in the region. True Brew Path originally started with six regional craft breweries and has grown to include over 20 breweries, distilleries, and cideries within the region. HHBRTA has renewed our partnership with Greenbelt Brewery Discovery Route to brand Route 5 as TBP and has also partnered with Craft Beer Passport on this marketing initiative to collectively drive visitation and track metrics. The 2018 True Brew Path marketing tactics include:

  • A regional digital marketing plan for Fall 2018; involving an influencer program, the creation and promotion of trip itineraries for consumers, and marketing initiatives around live music events
  • Promotional collateral; including window decals, posters, lure cards, and event banners distributed to partners to be promoted through consumers and at corresponding events
  • Leveraging other HHBRTA marketing initiatives; to attract and reach specific visitors to beer and culinary experiences in the region
    • Canadian Canoe Culture – outdoor enthusiasts
    • Hiking and cycling itineraries
  • Coordinated Social Media Plan; to engage DMO’s, industry partners, and visitors including a promotional kit to partners and a mobile app for visitor interaction
  • Sponsorship in the Keg Masters TV series
  • Promotion of TBP at regional culinary events

The True Brew Path is also supported by the corresponding DMO in which the breweries, distilleries, and cideries are located in.


2018 Great Canadian Day Tripping Collateral Piece

In continuation with the previous marketing campaign, the 2018 Great Canadian Day Tripping campaign is back offering new and unique experiences within the region. The 2018 Great Canadian Day Tripping Lure showcases 15 family road trip ideas, 4 ways to make your trip to Hamilton, Halton, Brant multi-day and numerous other must-do experiences when visiting the region. As a kick off to summer, HHBRTA distributed 10,000 pamphlets to DMOs, OTICs, participating partner sites, hotels, and museums.

Find more day tripping, multi-day excursions, and family fun trip ideas on our leisure website.

Download the Great Canadian Day Tripping collateral piece.


Great Canadian Day Tripping Promotional Videos

Another tactic in our summer marketing campaign was the development of two 30 second promotional videos to share through e-marketing tactics, social media and display on the home page of our website. Take a look at the awesome results:


2016/17 Marketing Framework and Campaigns

This year’s marketing framework and campaigns build on the success of last year’s Great Canadian Day Tripping theme, as well as introduce new tactical approaches to position Hamilton Halton Brant as a compelling tourism destination. Our priority markets include:

  • Near Ontario markets (GTA, KW, SWO, Niagara)
  • Engaged Audiences consumer database and social media audiences
  • Niche Markets/Audiences
    • Relevant interest targeting within priority geographic markets
    • Visiting Friends & Relatives (VFR)
    • Quebec
    • Canadian Newcomers
  • Opportunity Markets—Near U.S. Border

The marketing framework will be product focused and will be optimized through three targeted campaigns:

  • Summer Travel Product (family audiences)
  • Outdoor Product (outdoor enthusiasts)
  • Secondary Product (product enthusiast/niche audiences incl. couples)

Ongoing marketing to HHB’s Engaged Audience (consumer database) will also be prioritized and will align with this product-focused framework.

Priority tactics to support the marketing framework and campaigns include:

  • Digital Tactics - continue to migrate budgets away from print media and printed collateral in favour of efficient, effective, measurable digital tactics with high ROI
  • Content Marketing Tactics focus on publishing branded content on HHB’s owned properties (websites, blogs, video, social channels, etc) and via paid media (Facebook advertising, programmatic native advertising, influencer marketing etc.); develop new content and repurpose existing content

For full details, please our 2016/17 Marketing Overview slidedeck. To see what’s already in marketing, take a look at our leisure blog.


Partnerships

102.9 K-LITE
Following the success of HHB’s partnership with 102.9 K-Lite in 2017, we are once again partnering with the local radio station to leverage our Visiting Friends and Relatives (VFR) market, increase the number of local ambassadors, and promote our region's best tourism experiences and offers. The partnership involves on-air promotions, contesting, prizing and blogging for 102.9 K-Lite’s website. If you are interested in participating and providing contest prizes to promote your business, please email Brittany Hunter or call 905-297-0190 ext.104.

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