THUNDER BAY WELCOMES UNITED AIRLINES

This past week, the Thunder Bay International Airport Authority announced that United Airlines will begin daily direct service from Chicago's O Hare Airport to Thunder Bay beginning February 14, 2013.

This is great news for our tourism industry on a lot of different levels and the teams at the Thunder Bay International Airport Authority and United each deserve a huge applause for working diligently towards bringing this service to the city and region.

As many know, I'm a big advocate of brand alignment in advancing our community's tourism reputation and that can successfully occur on both passive and active levels.  United has a global presence, strong brand recognition and an extensive network of cities served.  Chicago's O Hare is one of the world's busiest airports and located itself in a major catchment area of some 8.5 million consumers.  The connectivity to this market through United raises our reputation as a "go to" destination.  As news of the new service was circulating this week, I've had discussions with provincial tourism colleagues and consumers from across North America commenting to me how positive this news is and how this development reflects positively on the community.

Chicago has long been a major source market for the region's angling and hunting experiences and its massive population coupled with its weathering of the recent US economic downturn has made it an attractive market to pursue.  Our industry made huge marketing cuts in the wake of the events of 2001 and this market, regrettable, lost a lot of market penetration.  New regional tourism investments has allowed the industry to capture some of that market back.  United offers a quicker way to get here fromt he U.S. markets, saving anglers, hunters, kayakers, canoeists, campers and hikers a  minimum10 hour drive in each direction.

The air connectivity allows our angling and broad outdoor industry to reach out to a broader market of avid enthusiasts willing to travel a longer distance for that epic experience.  Thunder Bay is a hub to Lake Superior water adventures, stunning scenic coastal touring, accessible wildlife viewing and hundreds of thousands of angling lakes served by hundred of angling resorts.  These experiences are what we do best and there is a market further afield than the 8 hour drive radius who put a value on these experiences.  United opens us up to the entire United States market and beyond, allowing our experience focused campaigns to target avid consumers more precisely.

Better air connectivity helps us reach them and our city can improve its role as a hub providing accommodation, rental vehicles, supplies and culinary experiences to these visitors before they head out into the region.

United's arrival in the city will be a convenience for local and regional travellers heading south. Thunder Bay's accommodation and culinary industries will benefit from this outbound market as much as for the inbound traveller.  Given that we're the hub for a regional catchment area of some 40 000 residents and a lot of them seek sun destinations, we can expect some increases in winter leisure traffic through our community as a result, perhaps as many as an additional 2000 to 4000 room nights annually

United begins daily service on February 14, 2013 arriving at 8:40 PM utilizing 50 seat CRJ200 jets.  The inaugural departure will be at 6 AM, February 15th and continue daily on that schedule.

Welcome United.  We look forward to working with you!

WE'RE PLAYING HOST TO A LOT OF TRAVEL MEDIA THIS SUMMER



Out on the Big Water with Northern Wilds crew aboard SailSuperior.com's Frodo.  Clockwise rom left are Kate Watson, Shawn Perich, Captain Gregory Herioux, Amber Pratt and Paul Pepe.  Jim Boyd is behind the lens.

 This year is shaping up to be another amazing year for travel media interested in our area.  These journaists have discovered us through a numnber of sources and tourism partners and we've connected with them to create unique itineraries that they'll showcase in web, print and television.
As of today, we're up to twenty journalists covering everything from motorcycle touring to sailing the Big Water, kayaking, the growing local music culture and our culinary diversity.

Travel media is such a critical part of our marketing strategy and is becoming increasingly a larger element within our operating budget.  attracting journaists through any number of Canadian and US travel media showcases such as Canada Media Market Place or Go Media to name but a few.  We also get a lot of travel media inquiries from our friends at OTMPC and even other tourism marketing organizations such as Algoma Kinnewabi Travel Association. Travel media tells stories in more detail and authenticity than an advertisement does and often ends up costing less.  We typically cover their expenses while here and many of our partners featured offer discounts and complimentary admissions in exchange for the publicity they receive.  In 2011, we welcomed twenty two journalists and we received over $7325 000 in earned media value (determined by what we'd have to pay for the equivilant print, web or television space.)

A few weeks back we hosted four Minnesota based journalists writing for Northern Wilds but also representing interests beyond the popular Northern Lake Superior lifestyle.  Today I had a chance to see the first two digital outcomes of the 4 whirwind days they spent, not only in Thunder Bay but up as far as as Terrace Bay and Rossport, really giving our coastal region a lot of attention.  In fact, we want to welcome them back later this year to see even more of the region.

You can read the identical articles either at North Shore Community Radio's website or at Northshorehwy61.com's site.

While the group was in Thunder Bay, The Tourism Division had a great time playing host as a couple of them weren't that familiar with the area.  Shawn Perich, Editor of Northern Wilds, along with staff writer Amber Pratt, North House Folk School Marketing Coordinator Kate Watson and freelancer Jim Boyd absorbed a lot of different experiences while in the area and really loved the food culture, the waterfront redevelopments and our urban connection to our natural environment.  For me, the most important element of the familiarization tour was getting to stregthen our tourism relationships and freiendships with folks across the border.  Lake Superior and the highway corridor around it is our single largest tourism asset and it takes all of us working together across three states, one province and two countries to grow the industry in any meaningful way.

Of course, it wouldn't have been made possible without the assistance of over sixteen other local and regional tourism partners who took time to show them around their attractions and respective communities.

Tomorrow is another day and we're welcoming a California based travel culture journalist , followed on Monday by a Vancouver based blogger, a crew from Inside Motorcycle and MAV TV...and this is all before the Bluesfest weekend!  We have another twelve booked in for the balance of July and August.

If you see a film crew or photo journalist around the city this summer, take a second to welcome them.  They'll love it!

Web Use Dominates Marketing Efforts

With approximately 80% of travellers using the internet as a trip planning tool, web based marketing continues to be a focal point of our marketing efforts. With an enhanced web site and awareness campaigns that drive consumers to the www.visitthunderbay.com site as the new primary call to action, we are quickly seeing the results with respect to making new consumer impacts.

From January 1-May 13, 2008, the number of web visitors increased 41% from the same reporting period in 2007, from 89 740 to 150, 702. The site has averaged 1150 visitors per day, up from 685 last year.

76% of these visitors are arriving at the site by typing the url in directly, indicating that the web address is sticking in people's minds and they are responding from a variety of media sources, be it print, web or other.

With www.Visitthunderbay.com coming up second on www.google.com, when "Thunder Bay" is searched, we are also seeing an additional 22 400 visitors arriving at the site through search engines, primarily Google while 9764 visitors came to the site through the City's main website, www.thunderbay.ca.

The Thunder Bay tourism community plays an important role in raising the profile as well. A number of local businesses including hotels, retail and restaurants have posted links on their web pages that have shown to successfully guide traffic to the site. We encourage local tourism businesses and organizations to develop free recipricol links to encourage greater traffic movements between sites, something that benefits the tourism community as a whole.

This data is important in assiting us with future marketing and media campaigns by directing our investments where they are most likely to reach potential consumers. Over the next few years, we will pursue more media opportunities in new experience based online markets and be much more focused in both print and web campaigns. If you have any questions, feel free to email me at ppepe@thunderbay.ca.

May 2008 Tourism News

New E-marketing Initiatives Launched

With over 80% of travellers turning to the internet for travel planning, Tourism Thunder Bay has recently launched two new communications tools to build visitor loyalty.

A new monthly subscription e-newsletter provides regular updates on upcoming events, lodging specials and general visitor information. Available through http://www.visitthunderbay.com/, visitors can read the current edition online and subscribe to future issues that are sent to the email address provided by the user.

Industry contributors can have their events and specials listed in upcoming editions be emailing Erin Brewer at ebrewer@thunderbay.ca. Please keep your submission to 150 words or less.

Go to www.VisitThunderBay.com/newsletter to read the current issue and register.

Facebook (http://www.facebook.com/) is the new global electronic platform for social communication. With almost 40 000 local, seven million Canadian and over 70 million worldwide users, this is an excellent means to reach potential new visitors. The Facebook group site, VisitThunderBay.com provides Facebook users with an interactive web portal to seek information on upcoming events, ask our travel Councillors questions online and share pictures, stories and videos of their favorite Thunder Bay experiences.

Facebook account holders can visit http://www.facebook.com/group.php?gid=9587366163

Sport Tourism Developments

Candian Sport Tourism Congress

Tourism Thunder Bay recently attended the Canadian Sport Tourism Congress in Gatineau Quebec. The three day conference, held April 27-29, was a chance for over 300 delegates representing municipal and Provincial tourism marketing agencies to meet with Provincial and National Sport organizations representatives. The venue provides opportunities to raise the profile of the city as a sport tourism destination for Provincial, National and International Event hosting. With Sport Tourism being a mult Billion dollar industry in Canada, Thunder Bay has facilities and related infrastructure ideal for hosting a wide range of events.

Tourism Thunder Bay met with a number or sport organizers including Cycling Canada (BC), AthletsCAN, CPGA, Ringette Canada, BasketBall Canada, Freestyle Canada, Cross Country Canada, Soccer Canada, Ontario University Athletics and the CAN AM Fire and Police Games organizers.

Visit http://www.canadiansporttourism.com/ for more information on the organization.

New Skateboard and BMX Competition Facility

Tourism Thunder Bay is a proud supporter of the Thunder Bay Skate Coalition and their efforts in developing a world class skate and BMX plaza at Marina Park. The new plaza will provide recreational and competitive opportunities for thousands of local and regional youth, promoting physical fitness and facilitating the hosting of future skate and BMX competitions at the regional provincial and even international level.

The Thunder Bay Skate Coalition is raising funds to build the plaza and has initiaited a "Buy a Brick" campaign. Personal bricks are $100 each and corporate bricks are $500 each. To view images of the new park or to support the park's development and have you business or family name added to this unique new sport tourism facility, visit http://www.tbsc.ca/.

Cruise Shipping News

As part of Tourism Thunder Bay's membership in the Great Lakes Cruising Coalition (GLCC), the department was actively involved in the 2008 Seatrade Cruise Shipping Conference held in Miami Beach Florida this past March. Hundreds of Cruise destinations and cruise shipping suppliers have the opportunity to meet with over 10 000 industry delegates in this multi billion dolalr segment of the global tourism industry.

The GLCC was successful in meeting with a number of cruise operators and as a result, a number of cruise executives will be touring the City in late June 2008 to view our attractions and marine services with the aim of bringing their vessels into the region in future years. For more information on the Great Lakes Cruising Coalition, please visit http://www.greatlakescruisingcoalition.com/

The uniqueness of Lake Superior and the establishment of the new National Marine Conservation Area adjacent to Sleeping Giant Provincial Park are attractive selling points to smaller expedition cruise operators as well as private charter vessels. Some of the trends that will be pursued include marketing unique lake itineraries to smaller expedition cruise lines as well as to the U.S Superyacht market, whose owners and operators are seeking new destinations for their vessels. This will complement work being done in select Great Lakes markets to attract the pleasure boat markets as well.

To date, Tourism Thunder Bay has been successful in attracting 11 visits by the MV Clelia II in the summer of 2009, bringing an estimated economic impact to the city of approximately $250 000. For more information on the Clelia II, please visit http://www.traveldynamicsinternational.com/

Seven Days with the Giant Update

This incredibly succcessful 2008 liesure marketing campaign, focusing on the affluent outdoor experience seeker in Canada and the US midwest will be wrapping up May 31st 2008 with the winner selected in the first two weeks of June. The campaign, with a high quality grand prize package, served to increase web visitation to http://www.visitthunderbay.com/ by over 41% over the same period in 2007.

The campaign has also served to create a new standard for public private marketing partnership in the Province with Ontario Parks and is being used as a model for other communities to follow. AS a result of the success, Tourism Thunder Bay will be creating a new and enhanced "Seven Days with the Giant" program in 2009.

If you have not yet done so, Industry partners and consumers are encouraged to enter the contest at either http://www.visitthunderbay.com/ or www.OntarioTravel.net/outdoors before May 31, 2008.

Meetings and Convention News

Tourism Thunder Bay recently had the opportunity to meet with over 400 delegates at the Northwestern Ontario Mining Symposium held at the Valhalla Inn in March 2008. With mining exploration at record levels in the region, efforts are being made to attract more corporate business to the city in the form of meetings and conferences related to the industry.

Other segments of the corporate market Tourism Thunder Bay continues to focus on are Education, Health Sciences and First Nation organizations who have offices in Thunder Bay. By providing convention marketing tools to local groups, the aim is to increase the number of Provincial and National meetings in the city.

Skal International

Tourism Thunder Bay is pleased to be a member of SKAL International, a growing organization of travel and tourism professionals. Involvement within the local chapter provides Tourism Thunder Bay with opportunities to build stronger industry relationships, understand developments, issues and concerns of travel industry partners and communicate new Tourism Thunder Bay programs.

On Monday January 28th,2008 ,Skal International Thunder Bay, hosted an evening of celebration at the Victoria Inn and Convention Centre to celebrate the induction of local SKAL Member and owner of the Best Western Crossroads Motor Inn, Norm Bevilacqua as the 2008 SICAN President . Bill Rheaume Past President of SICAN 2007 presented President Norm with the Skal Canada Chain of Office on behalf of Skal International Canada. Norm is an enthusiastic advoate for Thunder Bay and for the regional tourism industry.

Skal is the only international organization which brings together all branches of the travel and tourism industry. Representing the industry’s managers and executives, Skal members meet at local, national and international levels in an environment of friendship to discuss subjects of common interest. The original club was started in Paris in 1932 In 1934,the Association Of International de Skal Clubs was formed.

The basic unit of the Skal Club is the local Club.In Canada there are 17 Local Clubs with a membership of approximmately 900.These 17 local Clubs comprise Skal International Canada.(SICAN). Skal International Thunder Bay received its Charter On October 1st ,1981 under the first President Brian Whitefield.Skal International Thunder Bay celebrated its 25th Anniversary on October 1st,2006. Since 1981,the spirit of friendship and co-operation within the local Club,generated may co-operative programs and exchange of ideas.The Club is proud to have received the coveted "Club of the Year" award (Canada) on three occasions 1998,1999 and the most recent for the year 2003.

The members of the Skal Thunder Bay are very proud of Norm and wish him success as President of Sican.

Visit the Skal website at http://www.skal.org/.

Ontario's North

Tourism Thunder Bay Manager Paul Anthony Pepe was recently appointed as Chair of Ontario's North, a tourism marketing partnership involving the City of Thunder Bay, Sault Ste Marie, Sudbury, North Bay, Timmins, Ontario Tourism Marketing Parthership Corporation(http://www.tourismpartners.com/), FedNor (http://www.ic.gc.ca/) and the Northern Ontario Heritage Fund (http://www.nohfc.ca/).

The organization works on pan Northern tourism marketing initiatives focusing on Leisure and Group travel, travel trade and media that benefit all of Northern Ontario.

Media Update

Lake Superior Magazine has provided editorial on the National Marine Conservation Area, the arrival of the MV Clelia in 2009 and the "Seven Days with the Giant" campaign. Visit http://www.lakesuperior.com/ to learn more about the magazine.

The Thunder Bay Chamber of Commerce features updates on some of Tourism Thunder Bay's latest marketing initiatives in the May 2008 Newsletter. Visit http://www.tb-chamber.on.ca/ for more information or look for it in an upcoming edition of the Chronicle Journal

Upcoming Industry Events

Northern Ontario Travel Intentions Web Presentation

Monday May 5, 2008,

1:30 PM

To log into the audio component call 1-866-234-0247 and use participant code 123745

Test your web browser at www.livemeeting.com/cc/bellconfpro/join?id+check

For web inquiries, email webconfsupport@bell.ca or call 1-866-861-2121