ACTP Elevating Provincial Brands in the US Market:
It is an exciting time at ACTP! Over the last number of months we have been working diligently to bring to market an innovative and compelling 2017 integrated marketing plan. The goal is to enhance awareness of Atlantic Canada’s diverse tourism product in the US Mid-Atlantic and New England States and drive visitation and revenue for the four Atlantic Provinces (New Brunswick, Newfoundland and Labrador, Nova Scotia and Prince Edward Island). This is achieved through the delivery of a highly targeted direct to consumer, travel trade and media relations campaign.
ACTP is set to launch their first 100% digital direct to consumer campaign in the US. The campaign will elevate the profile of the four provinces using technology to prospect for high intent consumers and to align with content our targeted consumers are seeking during both the inspiration and planning phases of the trip planning cycle. A fully digital campaign allows for a more interactive and engaging campaign which is more measurable, can be optimized in real time and is cost effective.
Our direct to consumer efforts are further strengthened through our partnership in the Destination Canada lead, Connecting America campaign. ACTP is thrilled to be working collaboratively on this innovative marketing campaign which will be launched in April 2017.
Travel trade programming is concentrated on negotiating tour operator partnerships with top performing US tour operators. A total of seven partnerships have been negotiated to date. A solid mix of print, digital and social media tactics will be used to reach travel agents and consumers through the trade channel. Those tactics included direct mail pieces, digital ads, e-news distribution to travel agents and consumers, social media posts and search engine optimization. Training is an integral part of our partnerships and as such, training is conducted annually or biannually, depending on the partnership agreement.
ACTP’s annual media relations plan concentrates efforts on the regular distribution of news releases, in-market media events, desk-side media appointments, media outreach and media trips to the region. Meredith Pillon Marketing Communications, ACTP’s current in-market media relations firm, leads activities, building awareness for the authenticity and distinctiveness of an Atlantic Canada vacation and inspiring US media to produce features in print publications, online travel sites and social media platforms. We have expanded our reach into Washington, DC in 2017 and are hosting key media at an Atlantic Canada media event and individual media appointments.