With more than 85% of the Canadian population living within 150 miles of the United States border and pent-up demand for travel at an all-time high, experts predict that Canada will be the number one market to the United States beginning spring of 2022. To capture this opportunity for increased visitation, Travel South is currently running a Southern Road Trip campaign in partnership with Brand USA and Expedia and has also partnered with Toronto-based marketing agency Reach Global Marketing to tap into this high-demand tourism market to bring Canadian travelers to the South. Charmaine Singh, President & CEO of Reach Global Marketing, shared some insight on their recent efforts—pitching media, planning press trips, developing monthly themed roundups in industry newsletters and securing press visits and media placements in outlets such as Toronto Star and Travel Daily Canada—as well as ways destination marketing organizations can further amplify these promotional efforts.
What Can Southern Destinations Do to Entice Canadian Travelers?
· Promote live sporting events. Due to COVID-related restrictions, the ability to attend live sports in Canada has been limited. “We haven’t been able to experience live games a lot,” says Singh. “Anything in terms of live basketball, hockey, training camps—Canadians follow sports.”
· Talk about your warm winter weather and if golf courses are open. During cold-weather months, Canadians are limited in terms of outdoor recreation, while Southern states provide the perfect climate for golf and other active adventures. “We are not playing golf in the middle of winter in Eastern Canada. People are going to look for golf getaways.”
· Be specific about when there is hotel availability (mid-week or certain dates) and when deals are available. After COVID-related travel restrictions led to canceled or postponed trips, many travelers are looking to visit several states or cities during their trip to the U.S., making deals even more important. “Canadians looking for a value-add because they’re going to be traveling a lot.”
· Make COVID-testing as convenient and accessible as possible. For travelers returning to Canada, pre-entry testing is required within 72 hours of a scheduled flight. Eliminate the stress and hassle for potential travelers by ensuring that tests are easy to access. “Offer PCR tests for your guests—tests that are available to do in your room, at the hotel. Add it to the room rate,” suggests Singh. “Offer it at the golf courses. Include it in a round of golf.”
What Can Destinations Do to Increase Media Attention?
The Reach Global Marketing team continually pitches media outlets and journalists on potential story ideas. Make sure they have the most recent news and important updates about your destination by sending information to Katie Dubin at [email protected].
Things to Include in Your Destination Update:
· What’s New: Has something exciting just opened in your region? Do you have something new opening within the next few months?
· Hidden Gems: Does your destination have any restaurants that have been featured on the Food Network, such as Diners, Drive-Ins and Dives? Any famous mixologists or specialty food artisans in your region?
· Unique Attractions: What are some things that you can only find in your destination? What are some weird, wacky and quirky things to do or see? Any local traditions that visitors would love to experience?
· Educational Experiences: What are some experiences where visitors can learn something new, such as new museum exhibits, guided tours on culture/history or learning about the outdoors?
· Deals and Packages: What are some upcoming limited-time deals travelers should know about, such as discounted hotel rates, special travel packages or value-driven events such as Restaurant Week or Theater Week?