An Agency of the Government of Ontario

Ontario International Tourism Brand DevelopmentNovember 2012

Ontario Tourism Marketing Partnership Corporation

OTMPC Brand Strategy Objective

Build an Ontario international tourism brand that appeals to travelers, accelerates the travel purchase cycle and aligns stakeholders

1. Showcases Ontario as the preferred destination for Canadian and international travelers looking for a leisure travel destination

2. Connects current and potential visitors with the brand on a rational AND emotional level

3. Inspires and engages stakeholders with the brand and a shared vision 4. Drives revenue, creates jobs and builds equity for Ontario as an international

tourism brand

Enables Long Term Success

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Critical brand strategy components are under development: Brand DNA, Value Proposition, Positioning statement and Brand experiences program

WHATis at the heart of the Ontario International Tourism brand?

WHYWould travelers choose Ontario as the their leisure vacation destination?

HOWdo we collectively deliver on the brand promise consistently?

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WHAT WE HAVE LEARNED:

HIGH LEVEL SYNOPSIS OF THE INTERNATIONAL CONSUMER PERCEPTIONS RESEARCH

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5

Emotion is the glue of memory

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Short-Haul Long-Haul

56%EMOTIONAL

RATIONAL44%

58%EMOTIONAL

RATIONAL42%

Source: BrandMap ™ May, 20126

Destination Choice

A tourism brand positioning rooted in emotion will likely be more successful than one purely rooted in functional attributes in this highly emotive category

We learned through BrandMap™ that among travelers, the choice of destination is both a rational and an emotional decision

Being awe-inspired, a sense

of wonder

Freedom, letting loose

Adventure, some surprise -the unknown, unplanned

Personal feelings of exhilaration, achievement, accomplishment

Peace, tranquility, relaxation, calm

Closer to nature

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Travelers told us the “ideal vacation” destination is both exciting and relaxing

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Concept testing confirmed a need to deliver the “balance” positioning that is uniquely own-able for Ontario

All three concepts (Change, Curiosity & Freedom) were strong but no clear winner on core metrics

One-size does not fit all Optimization: Detailed evaluation of specific elements provides valuable

clues as to how to further improve and create a winning concept

Balance: While the concepts were designed to focus on specific positioning zones, consumers may want a bit more balance

e.g. the notion of being changed might resonate with European travelers, but their comments show that relaxation is also important “being close to nature also provides wonderful opportunities to get away from it all and relax”

Ontario can offer “balance” that spans the

Interesting / Inspiring AND Familiar zones

RelaxedInspired

Motivated

Alive

Excited Comforted

SafeSelf-Confident

Strong Informed

Entertained

Source: Strategic Brand Assessment

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Fellowship

Accepted

Ontario is currently positioned in a very crowded, undifferentiated and rational product / service positioning…

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PRODUCT/SERVICE(What you sell)

PERSONALITY(Who you are)

EXPERIENCE(What’s the experience)

PROCESS(How you do it)

INFRASTRUCTURE(What you have)

More Rational

More Emotional

PURPOSE(Why you do it)

Opportunity for Ontario International Brand

Source: Strategic Brand Assessment

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PRODUCT/SERVICE(What you sell)

PERSONALITY(Who you are)

EXPERIENCE(What’s the experience)

PROCESS(How you do it)

INFRASTRUCTURE(What you have)More

RationalMore

Emotional

PURPOSE(Why you do it)

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1

410

• RTO’s are scattered across the Positioning Spectrum and zones in BrandMap™

• Most RTO’s are in the Interesting / Inspiring zones

The strategic brand assessment revealed aligning the 13 RTOs to a common position will exponentially grow the power of Ontario’s future positioning

Source: Strategic Brand Assessment

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3 5

6

7

8 9

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12

21

3

4

67

8

9 10

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ExperienceOutdoor adventure

Urban excitement

Warm, friendly, accommodating people

Convenient, reliable, safe

“Surprising Contrast”

Delivers ideal destination

Credible to claim

Differentiated

Inspire break-through creative

WHATis at the heart of

the brand?

Brand DNA is the most succinct definition of the brand; a single thought to capture its promise

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Ontario International Tourism Brand DNA

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Personality Organization

RelationshipsProducts &

Services

Genuine

Spirited

Warm, Friendly, Accommodating

Convenient & Accessible

Interesting

Balanced

Personalized

*Focused

*Aligned

*Exceptional

Accountable for Results

Trustworthy

Collaborative

Inclusive

Supportive

Brand Essence

Surprising Contrast

* Aspirational

WHYwould travelers

choose Ontario as their leisure

vacation destination?

Consumer Value Proposition defines the functional, emotional and personality benefits that provide value and ultimately drive destination choice

GenuineInteresting Spirited

Relaxed and inspiredConnectedSurprise and delight

Great outdoor adventure Diverse, vibrant cities & townsCulture & heritage Warm, friendly & accommodating peopleConvenient, reliable, safe destination

Personality: Self expressive benefits

Feel:Emotional benefits

*Product experience:Functional benefits

Proposed value proposition for travelers to Ontario

Family & kid funPampered relaxationInteresting attractions

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An Agency of the Government of Ontario19

Next Steps: Brand strategy finalization

Distillation Development Delivery Nurturing

Hotspex Research

Company

Category

Competition

ConsumerCustomer

Major Brand Challenge

SBA

DNA

Positioning Spectrum

CVP

Concept Testing

Imperative & Initiatives

Messaging Architecture

Scorecard

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