WHAT YOU NEED TO KNOW BEFORE YOU APPLY · WHAT YOU NEED TO KNOW BEFORE YOU APPLY Before completing your Tourism Industry Partners Program 2014 application, please: ... consortium

WHAT YOU NEED TO KNOW BEFORE YOU APPLY

Before completing your Tourism Industry Partners Program 2014 application, please:

Read the entire Application Guide.

Review the Additional Information Package.

It is highly advisable that applicants print a copy of this Application Guide or use a

split computer screen to reference it when completing an online Tourism Industry

Partners Program 2014 application. This will help ensure that all specific application

instructions are followed and will allow you to better understand the questions asked

in each section of the application.

Email or telephone enquiries may be directed to the Ontario Tourism Marketing

Partnership Corporation’s Partnership Development and Sales Manager, Nicole

Papineau, at [email protected] or (416) 212-1886.

A. INTRODUCTION TO TOURISM INDUSTRY PARTNERS PROGRAM

A-1. BACKGROUND

The Ontario Tourism Marketing Partnership Corporation (OTMPC) has completed a

review of its partnership programs including the Tourism Industry Partners Program

(TIPP) to align its activities with the OTMPC’s evolving mandate and marketing

priorities.

The major recommendations arising from the review were to direct OTMPC’s future

partnership funding to industry proposals that target out-of-province visitors as a priority,

and to implement application deadlines. OTMPC has adjusted TIPP to reflect these

changes. As part of OTMPC’s marketing strategy, OTMPC will assist in the marketing of

Ontario-destinations and experiences to out-of-province markets.

OTMPC’s participation in supporting out-of-province campaigns will strengthen Ontario’s

brand image, will help showcase destinations to consumers, and will encourage

incremental visitation to Ontario, thereby boosting local and regional economies.

Marketing assistance, through enhanced funding, is available for campaigns targeting

out-of-province visitors. OTMPC’s efforts will benefit the province by concentrating on

those opportunities with significant growth potential and economic impact.

TOURISM INDUSTRY PARTNERS PROGRAM APPLICATION GUIDE Page 2

A-2. OBJECTIVE

The objectives of the Tourism Industry Partners Program are to:

Facilitate substantive economic benefit throughout the province by promoting Ontario

destinations and/or experiences outside Ontario, across Canada and internationally.

Advertise to out- of-province markets with potential to generate incremental tourism

visitation and expenditures.

Strengthen Ontario’s tourism brand image throughout Canada and International

markets.

Facilitate overnight stays by visitors to a community through the development and

marketing of overnight packages (i.e., theatre/hotel/restaurant discounts) and incentives.

A-3. DEFINITIONS

For the purposes of TIPP, the OTMPC defines:

A partnership as a minimum of three or more entities with separate ownership or

association structures.

A tourist as an individual who crosses the Ontario border for leisure tourism

purposes.

A package is the linking of a number of individual products/services into a single

experience, typically for a single price. It is a saleable item with a set price for a set

period of time and may or may not include more than one product/service supplier.

For a glossary of marketing terms, please refer to Section “A-5.7.3. ― Marketing Plan”

of this Application Guide.

A-4. ASSISTANCE

The maximum level of TIPP funding support is as follows:

The program will provide funding of up to $200,000 for campaigns targeting out-of-

province consumers, with OTMPC’s contribution not exceeding 40% of the out-of-

province marketing costs. The first instalment will consist of 75% of the approved

funding and will be distributed upon signing of an agreement. The second and final


instalment of 25% will be provided upon receipt and approval by OTMPC of a final

report for the project.

Funding is approved based on program criteria and results. Only one project per

consortium per fiscal year will be considered. For program purposes a fiscal year is

defined as the period of April 1to March 31.

No consortium will receive more than two years of consecutive funding. A

consortium member may participate in a maximum of two consortia per year.

OTMPC will accept one application per fiscal year per partnership (April 1 to March

31) for campaigns which have the greatest potential to stimulate increased

incremental visitation and visitor spending.

OTMPC cannot guarantee funding to all applicants, nor can OTMPC ensure that the

total amount requested by successful applicants will be granted. The decision to

fund all or part of an applicant request will depend on its fit with TIPP priorities,

assessment criteria and the demand for funds in the program.

Funding priority will be given to TIPP campaigns that demonstrate:

Potential to attract tourists from outside Ontario to stimulate incremental

economic growth.

Estimate increased overnight visitation and visitor length of stay and spending in

Ontario.

Generate positive tourism exposure for Ontario.

Include significant private or not-for-profit sector participation.

Local or regional support from the municipality, Destination Marketing

Organizations (DMOs), Regional Tourism Organizations (RTOs), or their

equivalent.

A-5. ELIGIBILITY

A-5.1. Eligibility Requirements

To be eligible for TIPP funding, the campaign must target out-of-province consumers for

leisure tourism purposes.

Each application must confirm compliance with the above Eligibility Requirements.


Applications that fail to do so will be deemed ineligible.

A-5.2. Eligible Applicants

Eligible applicants include partnerships of a minimum of three or more entities with

separate ownership or association structures. Eligible applicants may include any

public, private or not-for-profit organization involved in actively selling tourism

products or experiences or with a specific mandate to attract tourists to Ontario. All

partners must have a demonstrable financial stake in the execution of the campaign

(excluding in-kind contributions).A lead organization for the consortium must be

chosen. This lead organization will communicate on behalf of the consortium,

facilitate financial arrangements, including the collection of funds and be responsible

for submitting the required Post Project Report. Participating organizations are

required to draft a partnership/operating agreement among themselves, signed by all

partners for the duration of the project and be included with the application

Examples of partnerships include:

A transportation partner, hotel partners and regional/experiential tourist

partner.

Multiple experiential partners across different regions and a sector

organization to promote specific experiences.

Eligible applicants need to demonstrate proven organizational ability, technical capacity

and fiscal prudence to successfully develop and implement a tourism campaign. This

includes campaign management experience and tourism marketing expertise.

Eligible applicants include Ontario destination marketing organizations (DMOs),

Regional Tourism Organizations (RTOs), municipalities or sectoral organizations that

have identified leisure tourism as part of their tourism strategy and commercial or non-

profit organizations (or groups of organizations) with marketing mandates.

Funding will be provided only to legal entities. Examples include those that are

established by or under legislation; are federally or provincially incorporated; are band

councils established under the Indian Act, Canada; or are other Aboriginal organizations

that are incorporated.

A-5.3. Mandatory Requirements

Each application must confirm compliance with the following:

Legal status of organization applying (i.e., established by or under legislation;

federally or provincially incorporated; First Nations in the Province of Ontario).


Applicant is not in default of the terms and conditions of any grant or loan agreement

with any ministry or agency of the Government of Ontario.

Confirmation that all proposed media costs will be utilized to carry out the proposed

tourism marketing plan and not to cover operating costs of any of the consortium

partners.

Confirmation of at least $2 million commercial general liability insurance coverage

for the duration of the project.

Information provided in the application is true, correct and complete ((as certified

by each consortium member).

Applications that fail to meet any of the Mandatory Requirements will be deemed

ineligible.

A-5.4. Application Deadlines

Program applications must be received by the stipulated deadline date. Deadline dates,

campaign periods and decision notification dates are as follows:

Application Deadline

Campaign Time Period (Based on campaign start

date)

Decision Notification Date

January 15, 2014 April - August 2014 March 1, 2014

June 1, 2014 September 2014 - March 2015 July 15, 2014

A-5.5. Acknowledgement, Oversight and Reporting

Applicants should be aware that the Province is bound by the Freedom of Information

and Protection of Privacy Act, R.S.O. 1990, c.F. 31, as amended from time to time, and

that any information provided to the Province in connection with their application may be

subject to disclosure in accordance with the requirements of that Act.

Successful applicants will be required to:

Sign an Ontario Funding Agreement with the Ontario Tourism Marketing Partnership

Corporation outlining the terms and conditions for receiving funds.

Carry at least $2 million commercial general liability insurance coverage, and to add

“Her Majesty the Queen in Right of Ontario as represented by the Ontario Tourism

Marketing Partnership Corporation” as a co-insured on this coverage before the


Ontario Funding Agreement can be executed.

Report back to the ministry within 60 business days following the tourism campaign

on the use of funds, service deliverables and outcomes achieved. Applicants must

use the OTMPC’s Post Project Report form to provide this information.

Organizations approved for support will receive funding in two installments. The first

instalment will consist of 75% of the approved funding and will be distributed upon

signing of an agreement. The second and final instalment of 25% will be provided

upon receipt and approval by OTMPC of a final report for the project.

Permit the Province to verify/audit information submitted (at the discretion of the

Province) to ensure that it is complete and accurate, and that funds were used for

the purpose(s) intended.

Agree that if the funds were not used, or will not be used, for the intended

purpose(s), specified services were not delivered, or intended outcomes were not

achieved, the Province has the right at a future date to recover the funds transferred.

Obtain the Ontario Tourism Marketing Partnership Corporation’s approval for any

change to the proposed marketing plan (once funding is approved).

Acknowledge Ontario’s support with the use of the ‘Ontario, Canada logo in

electronic and print media as part of a visibility campaign.

Provide opportunities for the OTMPC or Ministry of Tourism, Culture and Sport to

participate in press releases and conferences, media and trade events etc..

The Ontario Tourism Marketing Partnership Corporation expects that the proposed

project will comply with all federal, provincial and municipal laws and regulations (e.g.,

environmental approvals, zoning by-laws, human rights, animal welfare, etc.).

In addition to completing the Post Project Report form, successful applicants will be

expected to provide the following additional material as part of the mandatory post-

project reporting process:

A summary of all invoices for costs associated with the project.

A sample of all brochures, programs or handouts that identify and describe the

project.

Samples of all marketing materials (e.g., print, radio and television).

An audited financial statement which accounts for campaign revenue and

expenditures, if audited statements are normally prepared by the Recipient;


otherwise, a review engagement report which accounts for campaign revenue and

expenditures prepared by an accredited accountant external to the Recipient. It is

acknowledged that these statements may not be ready when filing the Post Project

Report, but it is expected that successful applicants will forward these statements as

soon as they become available.

Any other details that may be requested by the OTMPC, including, but not limited to,

qualitative and quantitative measures of how the media plan supports growth in the

following performance measures — visitation Quebec, Other Canada, United

States, international), average visitor length of stay, visitor expenditure, etc.

Failure to provide a Post Project Report may result in the retention of the final

installment and recovery of the first installment may be requested. No future funding

will be provided.

A-5.6. Technical Requirements

Applicants will be scored based on a set of pre-determined Technical Requirements,

which are described at length in the sections below.

TIPP applicants’ fit with these Technical Requirements will be assessed using

applicants’ answers to the questions posed in the online TIPP application. “Part B —

Applying to TIPP through Grants Ontario” of this Application Guide provides direction for

answering these questions.

Section “A-6. — Evaluation Process” of this Application Guide presents the scoring grids

that are used to assess the merit of TIPP submissions against the stated Technical

Requirements.

A-5.7. Description

Applicants must describe their tourism campaign, including the following:

A comprehensive campaign description, including marketing strategies, tactics and

costs, target markets, campaign visitation and revenue targets etc.

A clear tourism-based rationale for the proposed tourism marketing strategy,

including tourism industry intelligence, research, and professional industry-based

analysis, and linkages to a local, regional and/or provincial tourism strategy.

Track record of previous tourism campaigns, market potential and ability to attract

significant and increased tourist visitation, national and/or international visitation.


Campaign plan, tourism packaging opportunities and tourism sector partnerships.

Media or branding opportunities for Ontario via television, radio, print and electronic

advertising.

The capacity of the campaign to enhance Ontario’s international image as a world-

class destination.

A-5.7.1. Budget

TIPP applicants are required to attach an Additional Information Package to their Grants

Ontario application (see Section “B-1.4. — What to Submit” of this Application Guide),

which includes a detailed campaign budget. All budgets should detail revenues by

source and expenses by category, and should indicate levels of funding (both cash and

in-kind) from private and public sector partners. Cash or in-kind contributions must be

noted as either confirmed or pending.

A-5.7.2. Impact

Applicants must demonstrate the tourism benefits associated with implementing the

tourism campaign. Estimates should be provided for anticipated:

Visitation — Quebec, Canada, U.S. and other international.

Average visitor length of stay.

Visitor expenditures.

Number of overnight packages sold.

All applicants must present a clear explanation for their estimates of the above using

sources such as market intelligence, comparables, independent or third-party

assessments (e.g., consulting firm studies, etc.) or their own experience with similar

campaigns.

Applicants that demonstrate significant geographic reach and tourist visitation will score

higher in their evaluations than applicants without.

Applicants must demonstrate a clear return on investment resulting from the campaign

including economic impacts accruing to Ontario

A-5.7.3. Marketing Plan

TIPP Applicants are required to fill out the Out-of-Province Media Plan tables that are


included in the Additional Information Package (see Section “B-1.4 — What to Submit”

of this Application Guide) to be attached to the Grants Ontario TIPP application. In

completing the Out-of-Province tables, the following definitions apply:

Media — The tactic(s) which is being utilized to promote the campaign. The Out-of-

Ontario media buys target audiences beyond Ontario (Quebec, Canada, U.S., other

international). Examples of media include print, internet, radio and television

advertising, transit, direct mail, etc., all of which can include both in-kind and cash

contributions.

Circulation Figures – The number of newspapers, magazine, inserts produced for a

single distribution cycle. The number of print pieces produced by a campaign e.g.

flyers, posters, brochures, programmes.

Where Distributed (Market) – The geographic locations where the marketing efforts

and strategies are aimed (city, province, state, country). With respect to internet

marketing reach, this comprises how many different people visit a website to see an

advertisement, including the percentage of these people within the target audience.

A common measure of website reach is unique visitors per month.

Total Number of Insertions – The number of advertisements purchased over a

specific timeframe for a specific media tactic.

Insertion Period (Dates) — Insertion dates represent the timeframe in which

advertising and other promotional activities are actually carried out or placed. The

insertion dates should be provided in the form of actual or anticipated calendar dates

or the calendar month of anticipated implementation.

Total Value (Paid/In-kind) – Paid: the cost of an advertisement. In-kind: free

advertising, promotional opportunities, etc. leveraged from sponsorships or as a

result of paid media. In-Kind marketing contributions are NOT used in the calculation

of eligible TIPP funding but are considered a real contribution to the total cost of the

proposed activities of the project.

A-5.7.4. Organizational Capacity

Applicants must have a history of successfully implementing marketing campaigns, and

should describe past achievements. Applicants must provide the following:

A description of your organization’s history of developing and implementing

campaigns, including past achievements.


A description of your organization’s ability to produce and successfully undertake the

proposed tourism marketing strategy.

A description of your organization’s experience developing, tracking and reporting on

outcomes and performance measures successfully.

A-5.7.5. Assessment and Performance Measures

Applicants must describe the following:

How TIPP funding support will help you meet your proposed marketing objectives.

How you plan to measure your own success.

Applicants must articulate a commitment to undertake measuring the tourism value

and/or economic impact of the campaign.

A-6. EVALUATION PROCESS

The application evaluation process will include a fair and consistent evaluation of the

merit of submissions against the stated Eligibility Requirements; Mandatory

Requirements; Acknowledgement, Oversight and Reporting Requirements; and

Technical Requirements to ensure that applications meet the program priorities.

Applications that fail to meet all of the Eligibility Requirements, Mandatory

Requirements, or Acknowledgement, Oversight and Reporting Requirements will not be

considered.

Applications that meet all of the Eligibility Requirements, Mandatory Requirements, and

Acknowledgement, Oversight and Reporting Requirements will be scored based on the

pre-determined Technical Requirements described earlier in this Application Guide, and

in accordance with the scoring system set out below.


Technical Requirements % of Score

Campaign Description 10%

Campaign Budget 10%

Marketing Plan 35%

Organizational Capacity 5%

Tourism Impact 30%

Performance Measures 10%

TOTAL 100%

A-7. ELIGIBLE EXPENSES

Eligible TIPP funding requests must relate directly to specific media expenditures for

out-of-province campaigns.

Examples of eligible expenses for TIPP applications include, but are not limited to:

Placement of paid advertising: broadcast, electronic, or print advertising.

Distribution costs for printed materials.

Translation costs of advertising materials.

Billboard space purchase.

E-mail list purchases.

Digital advertising.

Registration costs for consumer and travel trade shows.

Advertising creative costs up to 15% of approved funding.

The following expenses are ineligible for TIPP funding:

Capital and operating costs of a campaign or campaign organization.

Administrative costs.

Production of publications, websites, television programming, videos, compact

discs, mobile application development.

Permanent staff salaries.

Legal, audit or interest fees.

Capital costs related to permanent structures (e.g., materials, labour, motorized

vehicles, land acquisition, etc.).

Consulting or other services that support the development of a strategic or


operational or marketing plan.

Website development used to create and maintain an online presence and booking

and packaging.

A-8. SUBMISSION REQUIREMENTS

A-8.1. Questions from Applicants

Email or telephone enquiries about the program may be directed to the Ontario Tourism

Marketing Partnership Corporation’s Partnership Development & Sales Manager, Nicole

Papineau, at [email protected] or (416) 212-1886.

Technical questions regarding Grants Ontario may be directed to the Grants Ontario

Customer Service Line at (416) 325-6691 or 1-855-216-3090, Monday to Friday from

8:30 a.m. to 5:00 p.m. Eastern Standard Time, or by email at

[email protected].

A-8.2. Application Deadline and Submission Channels

Tourism Industry Partners Program applications must be received by the stipulated

deadline date. Deadline dates Campaign periods and decision notification dates

are as follows:

Application Deadline

Campaign Time Period (Based on campaign start

date)

Decision Notification Date

January 15, 2014 April - August 2014 March 1, 2014

June 1, 2014 September 2014 - March 2015 July 15, 2014

Applications must be submitted using Grants Ontario. Instructions are provided in “Part

B — Applying to Tourism Industry Partners Program through Grants Ontario” of this

Application Guide.

A-8.3. Applicants Submitting a Paper Copy Application

Although it is not encouraged, some applicants may need to submit their application in

hard copy form. If you need to apply by paper copy, please contact the Tourism

mailto:[email protected]


Industry Partners Program Office by email at [email protected] or by

telephone at (416) 212-1886 to discuss your circumstance and to receive instruction on

the submission process.

A-8.4. Submission Check List

Review the Tourism Industry Partners Program Application Guide.

Complete and submit the Application Form.

Complete and submit the Additional Information Package.

PART B — APPLYING TO TOURISM INDUSTRY PARTNERS

PROGRAM THROUGH GRANTS ONTARIO

B-1. GRANTS ONTARIO

The OTMPC is pleased to introduce an improved Grants Ontario System to Tourism

Industry Partners Program applicants this year. Please read the information in the

sections below, and be sure to give yourself plenty of time to work through the

application process.

Tourism Industry Partners Program applications received in any format other than

through Grants Ontario will not be accepted. Recipients who cannot complete an

application online must inform the Tourism Industry Partners Program Office by email at

[email protected] or by telephone at (416) 212-1886.

B-1.1. Applicants Submitting a Paper Copy

Although it is not encouraged, some applicants may need to submit their application in

hard copy form. If you need to apply by paper copy, please contact the Tourism

Industry Partners Program Office by email at [email protected] or by

telephone at (416) 212-1886 to discuss your circumstance and to receive instruction on

the submission process.

B-1.2. Getting Started

Before applying to the Tourism Industry Partners Program, you must create a ONe-key

account and register for a Grants Ontario log-in and password. You will not be able to

access Grants Ontario otherwise. Please visit www.grants.gov.on.ca and click on the

“How to Apply” link for information on how to get an account. You can also refer to the



http://www.grants.gov.on.ca/


Grants Ontario System Registration Guide for Applicants for instructions, which is also

found on the Grants Ontario website under “Grants Ontario Help”. Once you are

registered and have access, the next step is to complete a Tourism Industry Partners

Program application through Grants Ontario.

If you have any questions or difficulties during this process, do not hesitate to contact

the Grants Ontario Customer Service Line at (416) 325-6691 or 1-855-216-3090,

Monday to Friday from 8:30 a.m. to 5:00 p.m. Eastern Standard Time, or by email at

[email protected].

Since organizations must register with Grants Ontario to access the online Tourism

Industry Partners Program application, most of the information requested in the first few

sections of the application form (e.g., address, contact information, etc.) will be pre-

populated (i.e., automatically filled in) using data from the registration process.

Once a formal Tourism Industry Partners Program application is started online in Grants

Ontario, it may be saved or downloaded (please refer to the Grants Ontario System

Reference Guide for Applicants for instructions regarding how to save and submit) at

any point and returned to later.

B-1.3. Completing the Application

The instructions in this document provide guidance to applicants concerning which

questions to complete for the online Tourism Industry Partners Program application in

Grants Ontario. Please note that not all questions need to be answered.

Questions in the Grants Ontario Tourism Industry Partners Program application that

need to be answered are indicated below in Section “B-2. Tourism Industry Partners

Program Application Sections”. For any questions in this Application Guide that are

identified as “Not Applicable”, you must put “N/A” in the space provided. In addition, the

online Tourism Industry Partners Program application has general instructions below

each heading, and, by positioning the mouse cursor over a key word, additional

information will appear.

As soon as a complete Tourism Industry Partners Program application is submitted

electronically through Grants Ontario, an email will be sent to the main application

contact confirming receipt of the application.

If you do not receive confirmation of your Tourism Industry Partners Program application

within 24 hours after submission, please contact the Grants Ontario Customer Service

Line.

http://www.grants.gov.on.ca/GrantsPortal/en/OntarioGrants/HowtoApply/PRD11213168.html





B-1.4. What to Submit in Addition to Your Application

Provide a completed Additional Information Package:

Evidence of federal or provincial incorporation; or first nations in the Province of

Ontario; or established by or under legislation.

Overall campaign budget.

Organization’s detailed marketing plan (Out of Ontario Media Plan).

Letters of Commitment from consortium partners.

B-2. TOURISM INDUSTRY PARTNERS PROGRAM APPLICATION SECTIONS

The following sections will appear on the Tourism Industry Partners Program

application:

Section A — Organization Information.

Section B — Organization Address Information.

Section C — Organization Contact Information.

Section D — Organization Capacity.

Section E — Grant Payment Information.

Section F — Application Contact Information.

Section G1 — Project Information.

Section I — Performance Measures.

Section J — Partnership / Stakeholder Information.

Section Z — Declaration / Signing.

Instructions for completing these sections are provided in the sections below.

B-2.1. Sections A to C — Organization Information, Address and Contact

Information

Instructions for these sections are provided directly in the online application form. Since

organizations must register with Grants Ontario to access the online Tourism Industry


Partners Program application, most of the information requested in these sections will

be pre-populated (i.e., automatically filled in) using data from the registration process.

Sections A and B cannot be edited on the application form. If there is incorrect

information, contact the Grants Ontario Customer Service and explain what needs to be

changed or added. Section C may contain contact information about your organization

that was entered during a previous application submission. You may edit this

information if you wish or leave it as it appears.

B-2.2. Section D — Organization Capacity

In this section, we ask you to describe your organization. Applicants should include a

history of successfully implementing campaigns which have attracted tourism audiences

and should describe past achievements.

Questions 1 to 3. Self-explanatory.

Question 4. Accumulated Deficit.

Not Applicable. Indicate “N/A” in the space provided.

Question 5. Accumulated Surplus.


Question 6 — Describe your organization’s core business or field of activity.

(Limit of 2,000 characters). Self-explanatory.

Question 7 — How does your strategic plan guide your organization’s activities?


Question 8 — Outline your organization's risk management plan for prevention

of abuse to clients, members and staff.


Question 9 — How is your Board elected?


Question 10 — How does the composition of your Board represent the community

it serves?



Question 11 — What practices / procedures exist to ensure the Board conducts

its activities with accountability and transparency?

(Limit of 2,000 characters)


Question 12 — Describe your organization’s history of managing similar projects

and include past achievements.


For Tourism Industry Partners Program applications, provide a description of your

organization’s history of organizing and managing tourism campaigns, including past

achievements.

Question 13 — Describe your organization’s ability and capacity to successfully

undertake this project.

For Tourism Industry Partners Program applications, provide a description of your

organization’s ability to produce a tourism campaign and your approach to the delivery

of the proposed tourism marketing strategy.

Question 14 — Provide details on your staff and relevant staff experience for

those involved in the project.


Question 15 — Describe successful strategies your organization has used to

ensure achievement of program outcomes.


Question 16 — Describe your organization’s experience developing, tracking and

reporting on outcomes and performance measures successfully.


How TIPP funding support will help you meet your proposed objectives as stated in

Section “G 1— Project Information”, “Question 10 — Project Summary”, of the online

TIPP application.

Describe how your organization will evaluate the success of your tourism marketing

strategy to determine if your proposed objectives (as stated in Section “G1 — Project

Information”, “Question 10 — Project Summary” of the online application form) have

been met.

Applicants must articulate a commitment to undertake measuring the outcome and/or


tourism economic impact of the tourism initiative.

B-2.3. Section E — Grant Payment Information

From the drop down next to “1. Payment Organization”, select the appropriate option

available. If you select “Other”, please fill out the address fields in this section. This is

where your cheque will be mailed should your application be approved for a grant.

Please enter the contact information for the most appropriate person to be answering

payment-related questions.

Successful applicants will be receiving a cheque (not an Electronic Fund Transfer), so

please select “Cheque” for “16. Method of Payment”.

B-2.4. Section F — Application Contact Information

Please provide the name of the person who will be managing the day-to-day activities of

the Tourism Industry Partners Program file.

B-2.5. Section G1 — Project Information

Question 1 — Project Name

Please indicate the name of your Campaign.

Question 2 — Project Start Date


Question 3 — Project End Date


Question 4 — Campaign Start Date

This is the anticipated start date of the campaign.

Question 5 — Campaign End Date

This is the anticipated end date of the campaign.


Question 6 — Target Sector

Using the drop-down menu, select the appropriate campaign type (if necessary, you

may choose more than one campaign type) that most accurately describes your

campaign, as follows:

Aboriginal.

Art Gallery.

Arts.

Culinary/Wine/Beer.

Cultural/Heritage Tourism.

Destination

Ethnic Communities.

Experiential

Francophone.

General Public

Heritage

Horticulture/Nature.

Multicultural.

Museums.

Music and Sound Recording.

Performing Arts (Music, Theatre, Dance).

Retail

Sport.

Tourism.

Visual Arts.

Other.


Question 7 — Project Scope

Please select from the list that best represents the reach of your programming and

marketing objectives.

Question 8 — Host Municipality

Please select the most appropriate municipality from where your organization is based.

You can select more than one option if applicable.

Question 9 — Project Priority

Please select the following from the drop-down menu:

Attract new audiences.

Generate revenue.

Increase visitation.

Increase visitor spending.

New Alliances

Promoting and Branding.

Sales and Marketing.

Question 10 — Project Summary (Limit of 2,000 characters)

Self-explanatory.

Question 11 — Project Description (Limit of 5,000 characters)

For Tourism Industry Partners Program applications, provide details on the following:

Organizations tourism campaign history (if applicable), comprehensive campaign

description, including marketing tactics, campaign costs, estimated incremental

visitation, patterns of growth, strengths and weaknesses, etc.

The campaign marketing plan, tourism packaging opportunities and tourism sector

partnerships.

Question 12 — Project Objectives (Limit of 2,000 characters)

Describe your proposed tourism marketing objectives and explain how your proposed

strategy will meet your own objectives, as well as the objectives of the Tourism Industry

Partners Program as described in Section “A-2. — Objective” of this Application Guide.


Question 13 — Rationale / Need (Limit of 2,000 characters)

Provide a clear tourism-based rationale for the proposed tourism marketing strategy,

including tourism industry intelligence, research, and professional industry-based

analysis, and linkages to a local, regional and/or provincial tourism strategy.

Describe the potential for success of the proposed tourism marketing strategy in terms

of its overall audience, tourism market potential and ability to attract significant and

increased tourist visitation, including national and/or international visitation,

Question 14 — Project Beneficiaries (Limit of 2,000 characters)

Describe the audience that your campaign is expected to attract, as well as the

geographic and demographic attributes of attendees.

Provide details for the following:

How the campaign will raise Ontario’s profile as a tourist destination through

broadcast or other media exposure.

How the campaign will present media or branding opportunities for Ontario via

television, radio, electronic and print advertising.

The capacity of the campaign to enhance Ontario’s international image as a world-

class destination.

Question 15 — Risk Assessment and Management (Limit of 2,000 characters)

Describe the challenges, obstacles or threats to the successful delivery of your

proposed tourism campaign and the risk management plan that you will put in place to

ensure the safe and successful outcome of the project.

Question 16 — Project Outcomes (Limit of 2,000 characters)

Please provide a rationale for the values placed in the “Goals” column of Section “I —

Performance Measures” of your online Tourism Industry Partners Program application.

(You may wish to first fill out Section “I — Performance Measures” of your online

Tourism Industry Partners Program Application before completing this question.)

Applicants must present a clear explanation or rationale for their estimates of visitation

and visitor expenditure “Goals” using sources such as market intelligence, comparables,

independent or third-party assessments (e.g., consulting firm studies, etc.) or their own

experience with implementing tourism campaigns.

Applicants that demonstrate significant geographic reach and incremental visitation with

their campaign will score higher in their evaluations than applicants without.


Applicants must demonstrate a clear return on investment resulting from the tourism

marketing strategy, including economic impacts accruing to Ontario from the campaign

as determined through a ministry recognized and approved model.

Question 17 — Evaluation Plan / Criteria (Limit of 2,000 characters)

Explain the methodology you will use to evaluate the success of your campaign with

respect to the visitation and visitor expenditure performance measures reported in

Section “I — Performance Measures” of your Tourism Industry Partners Program

application.

Explain what safeguards your organization has in place to ensure the accuracy of

results.

B-2.6. Section I — Performance Measures

Applicants must record a number in the Goal column for each of the Performance

Measures listed. Performance Measures comprise two types — (1) Performance

Metrics provided by the OTMPC (and to be completed by applicants) and (2)

Performance Metrics provided by the applicant.

B-2.6.1 Ministry Provided Performance Metrics

Tourism Industry Partners Program applicants must complete the Goals for projected

2014-15 visitation and visitor expenditure for the proposed tourism campaign, and as

detailed in the table below.

1. Visitation Quebec 2014/15 Projected Total Visitation

2. Visitation Canada 2014/15 Projected Total Visitation

3. Visitation U.S. 2014/15 Projected Total Visitation

4. Visitation Other International 2014/15 Projected Total Visitation

5. Total Visitation Projected Overall Total 2014/15 Visitation

6. Average length of visitor stay (Quebec) Quebec visitors

7. Average length of visitor stay (Canada) Canada visitors

8. Average length of visitor stay (U.S.) U.S. visitors

9. Average length of visitor stay (Other Int’l) Other international visitors

10. Visitor expenditure (Quebec) Quebec visitors

11. Visitor expenditure (Canada) Canada visitors

1. *Metric 2. Description 3. *Goal


12. Visitor expenditure (U.S) U.S. visitors

13. Visitor expenditure (Other Int’l) Other international visitors

14. Number of overnight packages sold Number of overnight packages sold

B-2.6.2. Client Provided Performance Metrics

Please include any additional performance measures that your organization will use to

gauge the success of your campaign.

B-2.7. Section J — Partner / Stakeholder Information

Using the instructions below, please complete the Partner / Stakeholder Information

table for your campaign.

Please note ― for the first entry in this section:

Indicate the name of the geographic location of your lead organization under

“Name”.

Choose “Site” from the pull down menu under the “Type” column.

Indicate the postal code of the geographic location of your organization under the

“Role/Address” column. Do not include spaces in your postal code (e.g., M1M2M2).

For the second and subsequent entries, list the consortium partner organizations for this

campaign.


Use the table below as an example of how to fill out the table in the application form:

1. Name 2. Type 3. Role/Address 4. Description

1. Timmins

2. Provide name of organization

Site Select “Partner” from the drop-down menu

P4N1A9

Note the type of partner(s) with whom you are working. Include one partner per row.

Examples of possible partners include, but are not limited to:

Accommodation

Travel/Tourism Association

Destination Marketing Organization

Attraction or Venue

Festival or Event

Restaurant

Media

Describe benefits of the partnership and how the partnership will improve your TIPP campaign.

Include the level of cash, or value of in-kind commitment leveraged from the partnership.

If your partnership includes tourism packaging, please provide a detailed description of the opportunity.

B-2.8. Section Z — Declaration / Signing

At least one person must electronically sign the application by clicking the “Sign

Document” button. All contacts listed in Section C of the application form will be listed

here as possible signatories if the “Signing Authority” checkbox is checked under their

contact information in Section C.

Documents

WHAT YOU NEED TO KNOW BEFORE YOU APPLY · WHAT YOU NEED TO KNOW BEFORE YOU APPLY Before completing your Tourism Industry Partners Program 2014 application, please: ... consortium