The ACAT’s overseas marketing activities are concentrated in the United Kingdom, which represents the best investment opportunity and the highest potential for growth among overseas markets.
Consumer research indicates that awareness among U.K. travellers of Atlantic Canada’s location and product offerings is limited. To improve brand awareness, the initiative promotes Atlantic Canada as a region as opposed to four provincial brands and delivers a coordinated ‘Atlantic Canada, Awaken to the Rhythm of the Sea’ brand in the U.K.
The U.K. marketing strategy focuses on media relations and travel trade activities. Travel trade joint marketing partnerships build awareness of and demand for Atlantic Canada holiday experiences among high-yield market segments. Through a mix of traditional and non-traditional tactics, consumers are encouraged to book an Atlantic Canada holiday through tour operator partners. Forging relationships with media contacts and tour operators strengthen Atlantic Canada’s profile as a top holiday destination, ultimately increasing visitation to the four provinces of Atlantic Canada.
The ACAT’s efforts are key to further development of this market for the benefit of the region. In 2017-2020, the U.K. travel trade marketing activities generated revenues of $14.3 million for tourism in Atlantic Canada and achieved a return of investment of $31.10 for every dollar invested. The U.K. media relations activities generated $5.8 million in earned media value.
Visit http://atlanticcanadaholiday.co.uk/ to see how the Atlantic Canada brand is marketed in this highly competitive environment.