Market Research and Methods: The Capital Region as a DMO, Essay Example

Part 1

1. The marketing of tourism in Alberta is a coordinated effort of several partners. Starting with the big picture view, identify and describe the six tourism regions in Alberta.

• Alberta Central(2010) – February 2012
• Alberta North (2010)- February 2012
• Alberta South (2010)- February 2012
• Calgary and Area (2010)- February 2012
• Canadian Rockies (2010)- February 2012
• Edmonton and Area (2010)

This listing is based on the 2010 local and international travel survey that measured the reason for trip, seasonal height of incoming visitors and the length of stay that the visitors decide to spend in the regions listed above.

2. YOU have probably heard of Big Valley Jamboree. You may have attended the festival. How much were total visitor expenditures excluding corporate sponsors and how many equivalent full time jobs were generated by the event in 2011?

According to the calculated report, the total visitor expenditures that is exclusive of the corporate sponsors that supported the event amounted to an excess of $7.8 million. Most of this amount came from local Albertans themselves while visitors from outside the area were reported to have spend at least $557 on the event.

When it comes to the fulltime jobs that were generated during the festival, there was a report of at least 236 employment listings that were filled and were considered fulltime even after the event’s occurrence.

3. You decide your business would benefit from advertising in the “remember to breathe” campaign. How much will it cost you to get a full elevator wrap in Vancouver?

An elevator wrap with 23”wx23”h @ 400 dpi would cost $4,000 per elevator per month that has at least 5% GST additional fee for the marketing ad campaign.

Part 2

1. Approximately how much does it cost for a business to become a Tourism Industry Partner and who do you contact to join?

The partnership agreement could cost up to $200 minimum for small and basic investors.

The contact person for this particular transaction is Christine Merrick, Industry Partners Manager who could be contacted at 780.969.0435.

2. Identify and summarize four key benefits of membership for small business owners.
3. 1. Lower amount of investment with higher chances of being noticed by the market due to being promoted alongside other big companies during the events
4. Relative amount of exposure along with other marketers
5. Considerable source of market appreciation with lower expenditure
6. Effective and efficient marketing to the right group of market sectors
7. What is festival city in a box and how can it help meeting conference planners promote their events?

The Festival City in a Box is a full-package of promotion that corporations and investors could utilize to introduce their events and businesses to the public. Based on themed presentations, the said approach helps the advertisers and promoters to meet their target market through featuring Edmonton’s finest artists during the said event.

Part 3

1. Suggest what Edmonton should do in terms of positioning this event to enhance our image as the festival city.

The festivities are a sure source of invitation. However, cutting them from one festivity to another specifically makes the income from tourism seasonal. This is the reason why a chain of events that would lead one festival to another should be created hence enticing the visitors to stay and wait for the next festival to happen.

2. Tourism Calgary has created a new destination marketing plan. Based on what recommendations should Edmonton adopt similar approach?

Although  a simple city in Canada, Calgary tries to market its basic grandeur as the primary attractions of the area. Establishing new tourism spots for visitors, this city has embraced the diversified system of marketing both its traditional culture and its new adaptations of a modern system of living. Relatively, the tourism approach of Calgary is depended on the desire to specifically get the interest of the visitors to stay longer.

Edmonton could embrace the same approach through creating a year-long chain of festivals that would entice visitors to come and stay in the area for a longer time. Offering them discounts as they stay longer in the area would entice a lot of visitors to spend in Edmonton.

3. Does the rivalry with Calgary help or hinder Edmonton in its destination marketing efforts?

The rivalry positively helps in developing the marketing procedures of Edmonton and creating new avenues that the city could explore which would directly affect visitor interest in staying longer in the city.

References:

Calgary Tourism. http://www.visitcalgary.com/. (Retrieved on November 27, 2012)

Travel Alberta. http://industry.travelalberta.com/. (Retrieved on November 27, 2012)

Travel Edmonton. http://edmonton.com/for-business.aspx. (Retrieved on November 27, 2012)