Tourism Representation for Canada

Tourism Representation services for Canada to represent the Department in the Canada market exclusively for travel and tourism
- Markets the state and supports the tourism industry in the following ways:
- Marketing
o Paid advertising (TV, radio, print, digital, out-of-home)
o Public Relations / earned media
o Owned media (ILNY website, collateral, mobile app, etc.)
o Social media
o Direct marketing (e.g. email newsletter)
o Live event activations (i.e. experiential)
• Sales
o Marketing to travel trade at trade shows
o Supporting international tour operators
• Public Policy
o Projects or programs that help make New York State a better place to visit
• Industry Support
o Providing and managing Funding to support planning and execution of marketing programs and capital improvements
o Education and workforce development programs to assist local and regional tourism industry partners
- In-market Management of Partner Marketing Promotions, including:
• Selecting tour operators and others for the most effective marketing partnerships
• Defining clear objectives and KPI’s with each partner
• Providing trade partnership marketing proposals to I LOVE NY
• Ensuring promotions comply with I LOVE NY brand guidelines
• Managing product and program development as part of partnerships
• Ensuring KPI’s and objectives are met throughout the promotion
• Producing an end of campaign report with conclusions and recommendations
- Consumer marketing in Canada and marketplace including:
• Creating and executing paid consumer advertising in outlets such as digital and print based on market data and measurable KPI’s, and in adherence with I LOVE NY messaging and branding guidelines
- Strategic counsel on the international travel industry and trends in Canada market, in particular. This
should include but not necessarily be limited to the following:
• Preparing annual marketing plan with key initiatives, measurable objectives and detailed timelines and budgets
• Developing and managing performance metrics with clear measurable indicators that demonstrate impact of activities in the international market
• Developing relevant itineraries and travel product
• Prioritizing target tour operators in Canada
• Briefing the Division on trends, their relevance to New York State and recommending actions
• Adopting and adhering to I LOVE NY brand guidelines which are available upon request
• Media monitoring as appropriate
• Generating consumer-facing earned media / PR through tactics like story pitching and FAM tours.