Nanaimo ramps up tourism marketing

A multi-pronged tourism marketing plan is revving up in Nanaimo as the summer approaches and the hospitality industry hopes for healthy visitor numbers.

The promotion is to run from this month through to March of 2018. This is an interim measure to give the city and the tourism industry time to set up a new destination marketing model that will kick off next year.

Tourism Nanaimo had been part of the Nanaimo Economic Development Corporation, which had been an arm’s-length agency funded by the city.

The tourism component was pulled out last year and the corporation was folded into the city.

Nanaimo then hired Tourism Vancouver Island to promote the city this tourism season.

The new campaign showcases the “hidden gems and undiscovered beauty of this region,” a report to city hall says.

“We are ready to roll out a targeted and creative approach across several mediums to build on the successes of the past and drive overnight stays and increased visitor expenditures in Nanaimo,” David Petryk, president and CEO of Tourism Vancouver Island, said in a statement.

The plan has a minimum budget of $403,050. Money is coming from the city, Destination B.C., and stakeholders.

It will focus on attracting B.C. and Alberta visitors. Sixty per cent of the target audience would be B.C. residents, with the rest from Alberta.

The target demographic would typically be affluent couples, 45 or older, who travel frequently without children, the report says.

Their interests can include everything from wildlife, beaches and outdoor adventures to artisan shops, food and craft beverages.

Social medial, digital marketing and one central tourism website are among methods to get the message out.

Goals include increasing the occupancy rate at Nanaimo accommodations to 72 per cent from 69 per cent, and boosting word-of-mouth recommendations, the report says.

Meanwhile, a marketing campaign developed for 2016 by Array Web + Creative, of Nanaimo, has won two awards. The company had been hired by Tourism Nanaimo to develop the “meet you here,” campaign.

One win was from the international Muse Creative Award, in a marketing and public relations campaign category, within the strategic program class. The company also won a Hermes platinum award in the communication and marketing campaign category.