FUEL & FUN CHANGES FOR FALL 2017
In RTO12’s 2017-2018 Business & Operation Plan (BOP) that was sanctioned by both the Explorers’ Edge Board of Directors and the Ministry of Tourism, Culture and Sport, our organization set the new and significant objective of building international audiences for the entire region. This commenced with the successful “Share Your Canada 150” campaign in April-July, which resulted in 7500 international leads being added to our marketing database.
As also indicated in the BOP (a public document located on the www.rto12.ca site: http://rto12.ca/operational-plan/), the Board sanctioned transitioning the current Fuel & Fun Package (which has run for nine seasons now) into a program to stimulate international leads, and to move these leads down the purchase funnel.
To that end, for Fall 2017, the Fuel & Fun Program will be used exclusively to “prime the pump” for international visitation in our second campaign (“Brilliant Colour Getaways”) in order to: 1) add more leads to our international database; 2) to further attempt to convert the current leads into visitors.
To be clear: there will be NO domestic marketing of this program this Fall, and current Canadian residents will not be eligible to receive the package. International visitors from outside of Canada will be targeted and eligible for the package.
The offer will be different this time as well: we will be offering 2 x $50 gas cards and 2 x $25 in vouchers. This will allow us to market this as “$150 for the 150th” and to incentivize drivers from the United States or anyone flying into Pearson or Billy Bishop (or other airports) who have to rent a car.
If you have international audiences you would like to promote this program to – please do so. We will be investing budget into the marketing of this program in order to have international visitors book at participating accommodations, and to spend their vouchers at participating attractions.
An overall objective of the update to this program as well (and as stated in the BOP) is to show the commercial airline industry – which we will be speaking to in the Fall – that we are able to market to and attract international audiences, as we did with the Share Your Canada contest.
Please note: Because Fall 2017 Fuel & Fun Package will be a part of a greater international campaign, we do not anticipate we will have as many sign ups as with domestic audiences.
The Agreement you usually sign to participate in this program will state these changes; everything else about the program remains the same. It is hoped that this program will be as successful as attracting international visitors over the upcoming years as it was attracting our domestic audiences.
- Fall 2017 International Fuel and Fun Package Accommodations Provider Agreement PDF – Word
- Fall 2017 International Fuel and Fun Package Experience Provider Agreement PDF – Word
We have a tight turnaround for sign-ups this year (we just completed our Spring Fuel & Fun program and were determining how much budget was left for this Fall edition), so please submit your forms by Thursday, August 10.
A link to the new landing page for this international program will be sent to you once we have your signed Agreement. Again – this is only intended for international audiences, so to avoid confusion, if you promote this link please clarify this is for international guests only.
If you have any questions or concerns, please email me at firstname.lastname@example.org.