For the first time, Tourism Canmore Kananaskis (TCK) will launch a marketing campaign directly aimed at regional tourists here in Alberta.
Thirty Days of Canmore officially launches on June 6 and will see members of the voluntary destination marketing organization offer different discounted package deals daily.
TCK Interim CEO Andrew Nickerson said the idea, which is similar to Groupon, is a first for TCK because in the past it has focused on international travel while leaving regional marketing to individual businesses.
“The marketing campaign is the first time we have ever done something strong in the Alberta market, " Nickerson said. “More than anything else it is about connecting with people in the Alberta marketplace and building a platform for social media that we have not done before. "
TCK recently formed a member marketing committee that has put forward ideas for the destination marketing organization to pursue with 30 Days of Canmore being one of them.
The idea is to offer travel experiences instead of single product discounts.
Nickerson said up to 50 member businesses have signed on, with only 12 of those from the accommodation sector.
The discounts offered by local businesses as part of each package are significant and are flexible with those purchasing them not required to book dates at the time of purchase.
“It is based around the idea of getting Albertans to recognize what is in their backyard, " said Nickerson. “We have had a fabulous response from our membership offering their products at a deeply discounted rate.
“We want to be able to package the whole experience… and show people Canmore is more than a one-theme destination. "
There is a huge focus on the use of the internet and social media in the campaign, and as a result, TCK hired consultant Paul Thompson to bring his experience in that area to the table.
Implementing web marketing tactics and engaging people on social media is also new territory for TCK.
Thompson said while there are traditional media efforts on radio, TV and transit benches, it is also backed by social media.
He said before the launch of the campaign TCK has been engaging people on those platforms who have interests in travel and tourism across the province.
“The challenge for us when we started was we did not have a broad social media base, " Thompson said. “We decided to talk to other people already interested in travel. "
Once the campaign launches via social media, TCK will be talking heavily in those channels about the specific deals on offer each day.
“Deals are packaged to appeal to specific segments of the traveling public, " he said, adding that could be anything from golfers, families, adventure seekers or those interested in a relaxing retreat.
Once the 30 Days of Canmore campaign is over, Thompson said the campaign then has the ability through those social media connections to follow up with visitors.
Those connections can continue to offer deals and incentives to create reasons for people to come to Canmore.
“The value will continue after the campaign… it is intended to build an audience, " he said.
What it has also done is allowed TCK to leverage 50 per cent of the funding for the campaign from Travel Alberta's Tourism Destination Region.
The TDR for the Rockies has funds available for campaigns that are partnerships between businesses in the area and promote tourism.
Nickerson said he would like to see the community get on board with the campaign and encourages people to go to the website www.tourismcanmore.com/30days to connect with it and share deals with friends and family.
