3.
Average Spend per visitor party
GOAL: $1073
INCREASE: 5% or $51 over 2013
RESULTS: $1075
Average length of stay
GOAL: 5 nights
INCREASE: 4% over 2013
REULTS: 5.6 nights
2014 Results to Objectives
6.
• 2.3 people in the average visitor party
• 48% travelled as couples
o Next most popular party composition is families with small children at 15%
• 65% also travelled to other destinations in Nova Scotia
• Average total trip length – 11.6 nights (5.6 spent in CB)
• 57% between 45-54 years old
• 30% HHI $50-$75K
About the Visitor
7. Demographic of NS Market
Category
Top
Response
%
in
NS
Overall
%
Gender
Female
73%
65%
Age
range
45-‐64
59%
56%
HHI
$50-‐100K
34%
30%
Employment
status
Employed
57%
55%
Most
favorable
month
to
visit
August
33%
31%
Previous
or
new
visitor
Previous
visitor
89%
54%
8. Demographic of Ontario Market
Category
Top
Response
%
in
Ontario
Overall
%
Gender
Female
63%
65%
Age
range
45-‐64
59%
56%
HHI
$50-‐100
$100+
28%
27%
30%
25%
Employment
status
Employed
55%
55%
Most
favorable
month
to
visit
August
37%
31%
Previous
or
new
visitor
New
53%
46%
9. Category
Top
Response
%
in
MASS
%
in
NY
Overall
%
Gender
Female
55%
45%
65%
Age
range
45-‐64
61%
53%
56%
HHI
$100+
36%
42%
25%
Employment
status
Employed
60%
38%
55%
Most
favorable
month
to
visit
September
27%
33%
31%
Previous
or
new
visitor
New
66%
71%
46%
Demographic of Top US Markets
10. Motivated by
Cabot Trail 78%
Outdoor activities 39%
Fortress of Louisbourg 36%
Culture and Heritage 34%
Cape Breton Music 33%
Bras d’Or Lake 30%
Experienced
Cabot Trail 79%
Coastal experiences 66%
Hiking 47%
Bras d’Or Lake /Cape Breton
Music
43%
Fortress of Louisbourg 36%
11.
• 67% Conversion rate from Cbisland.com to operator sites
• 48% of travelers prefer to book online directly from an operator’s
website
• 55% rate the quality of an operator’s website as highly important in
choosing a place to stay
• 48% of respondents stayed in a hotel or motel while in CB
o 30% stayed in a bed and breakfast
o 21% stayed in a cottage
Operator Impact
15. 2013 Demographic Comparison
Topic NSTA DCBA
Top Canadian Markets • 36% Ontario
• 23% Nova Scotia
• 21% Quebec
35% Ontario
28% Nova Scotia
7% Quebec
Top US Markets • 10% New York
• 10% Mass
• 7% Florida
14% Massachusetts
6% New York
6% Florida
Age Range (Top 45-64) 53% 56%
Employment Status (Top
Employed
55% 52%
HHI (Top $50-75K) 18% 20%
Data sources NSTA and DCBA 2013 conversion studies
16. Motivated by
Cabot Trail 78%
Outdoor activities 39%
Fortress of Louisbourg 36%
Culture and Heritage 34%
Cape Breton Music 33%
Bras d’Or Lake 30%
Experienced
Cabot Trail 79%
Coastal experiences 66%
Hiking 47%
Bras d’Or Lake /Cape Breton
Music
43%
Fortress of Louisbourg 36%
17. Target Market
• Psychographic
Authentic Experiencers and Cultural Explorers
• Demographic
Primarily 45-64, higher than average HHI, mainly empty nesters,
women do majority of travel planning
• Geographic
Greater Toronto Area, Metro Halifax, New England and Montreal
19. Target Market: Greater Toronto Area
• Support and leverage the NSTA plan
• Higher household income – supports focus to target visitors who stay
longer and spend more
• Strong visitation to cbisland.com in 2014 with little promotion
• Capitalizes on direct flights from Toronto to Sydney
20. Target Market: Metro Halifax
• Shift to a focus on reasons to getaway – 15 in 15 events, retail
experiences
• Three separate campaigns – Spring, Summer and Fall
• Proven media choices
24. 24
24
Online Advertising - Markets
• Greater Toronto Area
• Boston / New England
• Halifax
• Montreal (English Speaking)
• Alberta (in conjunction with NSTA if that market is tested)
25. 25
25
Online Advertising - Channels
• Google Adwords
NSTA Google AdWords Partnership
Novascotia.com direct ads
CBIsland.com direct ads
• Facebook Ads
Video Specific ads
Boosted postings
• Tripadvisor
• ExchangeLab - Targeted Video Ads
27. Cape Breton Island content to be added to
novascotia.com:
• List of Top Ten Experiences with photos
• Top 10 Experience videos
• Cabot Trail Road Trip with video
• Live feed to cbisland.com for Festival &
Events
• Live feed to cbisland.com for packages
• Events 15 in 15
40. Marketing Priorities for 2015
I. Strengthen strategic marketing partnership with NSTA
II. Capitalize on upcoming opportunities to drive incremental
visitation increases such as the opening of Cabot Cliffs in
2015
III. Foster media relationships to maintain accolades such as
one of CNN’s “Top 10 Dare to Go Places in 2014” and USA
Today’s “Top Motorcycle Drive in North America”
IV. Increase in room night sales by 1% over 2014 results
V. Increase spend per visitor party to an average of $1179
VI. Increase average length of stay to 5.9 nights
