RESULTS
The true effectiveness of any event should not be judged solely on the night, but on its long-term impact.
With 14 national newspapers and magazines and a variety of travel trade publications, London newspapers and broadcasters all represented, the Atlantic Canada event was deemed a significant success from a media perspective. A number of media visits to the region have already been arranged, while subsequent travel trade interviews have helped to enhance UK travel agents’ knowledge of the four Atlantic Canada provinces.
The high turnout of specialist Canada tour operators (15 in total) represented another notable achievement, giving Atlantic Canada partners the opportunity to develop stronger relationships with the UK industry and increase the potential for greater coverage of the region in 2008 brochures.
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STRATEGY & PLAN
With all Canadian destinations competing fiercely for media and travel industry attention during Canada Spotlight week, the Atlantic Canada provinces needed to make a big impression.
The Saltmarsh Partnership chose Scott’s restaurant in Mayfair as the venue for the reception. Having recently undergone a major refurbishment, Scott’s had received excellent reviews which had seen it become a popular choice for A-list celebrities including Kate Moss, Gary Barlow and David Schwimmer. This gave the venue the extra edge so often crucial in attracting the media.
Appropriately, Scott’s is also noted for its superb seafood and sourced Atlantic Canada salmon and lobster for the canapés, enabling guests to experience a genuine taste of the region. In addition to organising the menu and drinks, TSP ensured that state-of-the-art presentation technology was on hand to help members of the Atlantic Canada Tourism Partnership create the wow factor.
Going the extra mile, TSP also coordinated follow-up meetings between individual Atlantic Canada Tourism Partnership members and key journalists, resulting in a number of forthcoming national newspaper visits to the region.
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| Client: |
Atlantic Canada Tourism Partnership |
| Campaign: |
Maximise awareness of Atlantic Canada during the annual Canada Spotlight
week in March 2007. |
| Timescale: |
February-March 2007 |
| Budget: |
Project basis |
OVERVIEW
The Atlantic Canada Tourism Partnership is a pan-Atlantic marketing partnership incorporating the provinces of New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island. Its mission is to increase tourism flow to Atlantic Canada by raising the profile of the region as a world-class destination for international travellers.
With these four provinces less well-known by UK travellers (and the travel industry) than other Canadian regions, the Partnership seeks to capitalise on all opportunities to increase awareness of Atlantic Canada through trade partnerships, promotional activities, media visits and media relations.
A focal point of its efforts for 2007 was the staging of an informal media and trade networking event in London, co-ordinated by The Saltmarsh Partnership, during the annual Canada Spotlight week in March.
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