2019 STAKEHOLDER PROGRAM - Destination Campbell River
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2 0 1 9 S TA K E H O L D E R P R O G R A M
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavel
WelcomE
As the official Destination Marketing Organization for Campbell River
and Region, Destination Campbell River invites industry partners from the
regional tourism community to join Destination Campbell River as a Registered
Stakeholder for 2019.
We work with operators of every size, from the We offer a sincere thank you to our partners in
largest hotel to the smallest guest house, from 2018! We are extremely proud of our collective
owner/operator fishing charters to wildlife tour accomplishments this year and could not have achieved
operators, to local bakeries and every activity and this level of success without you, our committed and
attraction in between. We work together with enthusiastic stakeholders. We invite you to view our
our stakeholder partners to grow tourism as a latest quarterly report to provide more insight into the
true economic driver for Campbell River and our projects and campaigns we have delivered on to date.
neighbouring communities. No matter what business Similar resources are available on the Stakeholder Portal
you operate, we are all in tourism; collaborating to of the website at campbellriver.travel; please note this
tell local stories and supporting on-brand messaging, is where new marketing opportunities, media relations
strengthens our impact in the marketplace. and advertising specifications and program details can
be referenced.
Our strategic goal is to grow our network of strong
industry partners that, together, can help our area Thank you in advance for registering. We invite you
shine on the world stage. A stakeholder model has to update your Stakeholder registration for 2019,
been adopted by Destination Campbell River, which beginning November 15th. If you have any questions,
means that all tourism businesses and organizations please come into the Visitor Centre Tuesday-Saturday
in the region can register as stakeholders without 9am-5pm to say hello, or email one of our friendly
having to pay a membership fee, creating a robust and resourceful visitor experience specialists at:
product and experience inventory accessible campbellriver@destinationthink.com
to visitors, industry partners and media.
Becoming or renewing as a 2019 Stakeholder will give Kirsten Soder
you access to exclusive benefits that will help you Executive Director
grow your own business and allow Campbell River Destination Campbell River
to strengthen our collective competitiveness across kirsten@destinationthink.com
domestic, international and online marketplaces.
Enclosed please find the 2019 stakeholder benefits
and value-added program criteria. Our programs
have changed slightly for 2019 thanks to industry
feedback. New opportunities will be available at
tiered investment levels to encourage widespread
regional participation in marketing activities tailored
to your individual and sector needs and preferences.
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavel
ABOUT THE PROGRAM
The goal of the stakeholder model is to make it as simple
as possible for us to learn more about, and send new
business leads and marketing opportunities to, a wide
variety of tourism-based businesses in the region.
By organizing and galvanizing industry toward a common purpose, we will collectively create
more opportunities to send and track industry leads, and improve the visitor experience.
Our goal is to generate awareness about the destination and the exceptional experiences
available in the region; the DMO creates urgency with the visitor, moving them along
the path-to-purchase, allowing you, our industry partners to close the sale.
We all have value to provide, and continuing to work together as one aligned
industry improves Campbell River’s visitor experience as a whole.
Please, join us!FREE Stakeholder
Benefits
Local Campbell River Tourism-Based Businesses
INVESTED Community Partners: Tahsis, Gold River, Sayward, Zeballos
REGIONAL Tourism-Based Businesses: Within STRATHCONA REgional Districts A, B, C & D
PRICE: FREE
Becoming a 2019 Stakeholder will give you access to exclusive
benefits that will help you grow your own business, and
Strengthen Campbell River's collective competitiveness
across domestic, international and online marketplaces.
BENEFITS
• Have your tourism product included in • Gain access and awareness to professional
the destination inventory, and be development opportunities arranged through
collectively represented by sector in all Destination Think!, Tourism Vancouver Island
destination marketing activities. and the Tourism Industry Association of BC.
• Complimentary website listing in one • Have real-time access to information at
category on campbellriver.travel: campbellriver.travel/stakeholders, and receive
o Business name regular communication and bulletins to stay
o Website link up-to-date on industry trends and marketing
o Community opportunities through the Stakeholder Portal
• Eligible for inclusion in Destination BC area of the website.
and Tourism Vancouver Island financially
assisted programs. • Enjoy paid and earned exposure through our
media relations and contesting programs.
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavelVALUE ADDED PROGRAMS
Get your BEAR-ings
The BEAR
Local Campbell River Tourism-Based Businesses & Non-Profits
INVESTED Community Partners: Tahsis, Gold River, Sayward, Zeballos
REGIONAL Tourism-Based Businesses: Within STRATHCONA REgional District
PRICE: $250.00
All registered Bear stakeholders in good standing receive
basic benefits as outlined on the first page plus the following:
BENEFITS
• Enhanced website listing: • Online/Social Referrals:
- Business name - Instagram, Facebook, Twitter, Trip Advisor.
- Link to website
• Business Referrals and Brochure Racking at
- Thumbnail logo Visitor Centre:
- Address - Standard 4” x 9” brochure - minimum 1000
- Community stock at signup and refill as required.
- Phone number - Includes special events and Airport
- Community Google Map Pin
• Formal Pre-season product knowledge FAM
- 6 Gallery photos
sessions with Visitor Centre staff
- Listing in up to 3 categories,
- Up to 3 social media links • Access to exclusive co-op advertising
opportunities (See: "2019 Marketing Programs"
- 500-word text description with formatting
Sales Sheet)
and links
Programs include but are not limited to:
- YouTube video link
- Discovery Guide advertising*
• Inclusion in 2019 Official Community & - Seasonal Campaign sponsorships
Regional Map* (registration required by Dec - Traditional and digital co-op marketing
31, 2018) opportunities
- Discounted participation in DMY Distributed
- Formatted listing in one category
Information Screens (in-destination)
- Place marker on map
- Digital asset acquisition - video/photography
* Note: Those registered after Jan 1, 2019 are Still welcome to Participate, but will be ineligible For
Inclusion in the 2019 Printed Map and Discovery Guide.
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavelNew FOR 2019
We are excited to update our new Tyee (Local)
and Eagle (regional) Top-tier Benefit programs
for 2019: Instead of a flat rate cost, each
community and regional partner can customize
their package to better accommodate their
individual marketing goals and budget.
To access the following enhanced program benefits, all stakeholders (local and
regional) simply register for the “Bear” benefits. If you choose to invest in a
marketing program anytime in 2019, you achieve your Tyee/Eagle status.
As an early bird incentive, all Campbell River stakeholders that register for the “Bear”
benefits by December 31, 2018 will also be included as a formatted listing with place marker
in the Official 2019 Campbell River & Region Map. This is the official map distributed
through the Campbell River Visitor Centre and Destination BC Visitor Centre Network
partners, at festivals and events, on BC Ferries (summer 2019) and via direct mail requests.
Note: Discovery Guide advertising sales will also close December 31, 2018.VALUE ADDED PROGRAMS
Be E-FISH-ient
The Tyee
NEW: Local Campbell River Tourism-Based Businesses & Non-Profits
All local (Campbell River-based) “Bear” level stakeholders who
invest in one or more of the available 2019 Marketing Programs
will receive additional top tier (Tyee) benefits including the following:
BENEFITS
• Opportunity to update current vacancies • Campaign sponsorship opportunities.
(accommodations) via a new custom
website feature. • Editorial links in original content.
• Display current tour/room availability via • Access to wholesale Campbell River
DMY screens (requires daily/weekly Branded retail merchandise.
update via the Visitor Centre to ensure • Additional attendee (max 2) to stakeholder
accuracy). events and workshops
• Interview & editorial opportunities for
Destination Campbell River original
content.
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavelVALUE ADDED PROGRAMS
Explore the ShoRe
and More
THE EAGLE
NEW:REGIONAL Tourism-Based Businesses: Within STRATHCONA REgional District
All regional (based outside of Campbell River) “Bear” level
stakeholders who invest in one or more of the available 2019
Marketing Programs will receive additional top tier (Eagle)
benefits including the following:
BENEFITS
• Opportunity to update current vacancies • Editorial links in original content
(accommodations) via a new custom
website feature. • Partnership opportunities in Spring
Regional Campaign.
• Regional campaign sponsorship
opportunities (conditions apply) • Additional attendee (max 2) to stakeholder
events and workshops
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavel2019 Marketing
ProgramS
To participate in these enhanced ('Tyee/Eagle') programs, you must
first be a registered 'Bear' level stakeholder in good standing.
Note: Those registered after Jan 1, 2019 are welcome to register, but will be ineligible to participate in the
2019 Map and Discovery Guide.
2019 Discovery Guide Advertising • 1/8 page = $495 Advertisers will be provided Copies for
(limited space available: inside front/back • 1/4 page = $995 Independent Distribution
covers only) • back cover = $4,995
DMY Media Screens Program Options:
• Current (2018 Pilot) Partners:
-- Host & maintain existing screen and hardware
-- Contribute up to 3 pieces of unique content daily
OR
-- *NEW: Visitor Centre can contribute 2 pieces of location-specific content on
your behalf weekly
• New 2019 Partners:
-- Purchase and host a 42”+ screen, mount (~$250) & hardware ($85)
-- Visitor Centre to contribute 2 pieces of location-specific content on your
behalf weekly
OR
-- Partner can manage and post content up to 3 pieces of unique content
daily (training available)
• No screen:
- 2-week content cycles available for purchase @ $50 per cycle
- max 3 unique posts/wk
- Option to provide licensed image and copy text OR
- CR Visitor Centre can source and produce content (approval required)
Spring Campaign sponsorship: • Remarketing Buy-in Opportunity
OPTION 1 -- Premium run of channel (128+ custom channels)
• Online display -- Advertising partner content directly to targeted leads generated by DMO
• Native -- Choice of 3 campaign targets
• Remarketing
-- 1:1 Matched investment as low as $250 ($500)
• IG & FB
-- We manage, optimize, report
• Full details available Feb 1, 2019
Spring Campaign sponsorship: • Customized Buy-In Opportunity
OPTION 2 - For investments over $1000
As above plus: - Can create a customized media plan based on recommendations
• Offline - e.g magazine/display
- 1:1 Matched investment (to a maximum of $1000)
• Digital & traditional TBC
- We manage, optimize, report
• Full details available Feb 1, 2019
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavel2019 Marketing
ProgramS (cont.)
Current DBC CoOp Marketing Sector • Campbell River Regional Spring Campaign in partnership with Gold River,
Partnerships for 2019/20 Sayward, Tahsis, and Zeballos + Private Sector Stakeholders
• Passion-based Consumer shows • Fishing BC (BC Fresh & Saltwater Fishing Associations)
• Dedicated passion/sector campaign • AhoyBC (Ocean Boating Assn) Community Showcase
landing pages featuring CR
• Mountain Bike BC “Ride Island” (Mountain Bike BC)
• Print assets
• Paid Digital & Social • Golf VI ‘Vancouver Island Golf Trail’ (Golf Vancouver Island)
• E-mail marketing • NEW: BC Ale Trail (The Number/Sunshine Coast Tourism)
• Media hosting/FAM trips
• Video
• Photography
• Contesting
Full details available Dec 15, 2018
Current 2019 sample outlets for • Tourism Vancouver Island Leveraged Programs
consideration: - Road Trip Map
(Digital & Traditional bundles TBC: - Instagram Takeover
targeted, native, programmatic)
• GoCamping BC
• Angler’s Atlas
• SOAR (PCA In-flight)
• BC Outdoors Fishing Adventures 2019
• Discover Vancouver Island (Times Colonist)
• TVI/Global broadcast program
• Coast Mountain Culture
• Kootenay Mountain Culture
• Mountain Life
• Men’s Health
We STOCK AND Distribute Official Publications and Stakeholder Brochures at
• the Campbell River Visitor Centre
• Destination BC Visitor Centre Partner Network/Go Brochures
• BC Ferries Major Routes (Vancouver) Via CErtified Folder (Guide and Map)
• Direct Mail requests within Canada
As of November 15, Commitments to 2019 Official Publications Include
• 2019 Campbell River Official Community & Regional MapS
• Campbell River Discovery Guide
• Discover Vancouver Island (Times Colonist Insert) - Direct mail Circulation In BC, AB
• Go Camping BC (Print Guide and GoCampingbc.com)
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavelPROGRAM CHECKLIST
Bear in Good
Eligiblilty CR /Region CR /Region Standing
Standard Bear Tyee/ Eagle
Bear + $250+
Total Investment Free $250
= $500+
Benefits
Inclusion in Business Directory
Map inclusion - Campbell River Businesses only
Visitor Centre Brochure Racking & Booking Referrals
Airport Brochure Racking
Basic Website Listing (new for 2019)
Enhanced Website Listing (new for 2019)
Online/Social Media referrals (IG, Twitter, FB, Trib Advisor)
Access to Marketing Workshops and Tools
Influencer Hosting Opportunities (Paid influencers)
Content Creation - business mentions in blogs/social
Content Creation - featured/linked from articles/blogs
Access to CR branded retail merchandise for resale
Stakeholder e-news - monthly
Stakeholder Events - 1 representative
Stakeholder Events - 2 representatives
Pre-Season Visitor Centre Product Knowledge Session
Tourism Tuesday Office Hours (in person, phone, Skype)
DMY Display Information (hosted screen in stakeholder business)
DMY Display Screen Information Paid Ads
(no screen in stakeholder business)
Enhanced Programs Access: (Bear plus 1 paid program ($250+) qualifies for Tyee/ Eagle status)
2019 Discovery Guide Advertising
2019 Spring Campaign sponsorship
DBC CoOp Marketing Sector Partnerships for 2019/20 (Fishing, Boating, Mountain Bike, Golf, Ale Trail)
Additional Digital & Traditional marketing opportunities TBC
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
www.campbellRiver.tRavelNEXT STEPS
Our commitment TO Stakeholders
What we need from you, please: (what you can expect from your DMO):
1. Register on or after November 15th (online, in person, by 1. A friendly reminder call and email by December 15th to
mail or e-mail.) ensure you’re registered
2. Create username and password at 2. Regular stakeholder communication via e-newsletter ~every
https://www.campbellriver.travel/stakeholder-registration 4 weeks sharing industry trends, upcoming trade and
3. Payment can be made by cheque or card (in person or by media opportunities, co-op marketing program details and
phone) at the Visitor Centre Tuesday-Saturday, 9-5. Please stakeholder engagement sessions
make cheques payable to Destination Think! 3. Hosted exclusive stakeholder events - product knowledge
4. Verify you meet the stakeholder criteria as outlined in the “Coffee Talks”, “Tourism Tuesday” office hours with
application: Destination CR staff, professional development and hosted
industry events
• A copy of your Business License must accompany
payment if you conduct business in Campbell River. 4. Travel trade and media outreach, influencer itinerary
inclusion, social media and visitor centre business referrals
• Please also provide proof of Insurance/Transport Canada
certification if relevant to your operation 5. Continuous feature improvements to the official destination
marketing website at campbellriver.travel
5. Prepare website listing, social handles and contact
information 6. Commitment to provide timely resolution to Stakeholder
feedback, comments and questions as outlined in the
6. Provide 2019 Brochures (if applicable): 4x9” ONLY for
standard racking. (Note: if your printed promotional material Stakeholder Feedback Form
is not the standard 4x9” display size, we will keep it behind
the information desk for distribution as required.)
Helpful Tips
• Prepare your listing information for the new updated campbellriver.travel website. Consider
what contact information you’d like publicly available and which direct contact (if different)
you’d like Destination Campbell River marketing updates and opportunities directed. Start
preparing a (max) 500-word description (“Bear”+ benefit only) as well as supporting imagery,
video and social handles, as this will make the most of your enhanced website listing.
• In a proactive effort to ensure Destination Campbell River has immediate access to your products
and services to build contest prizing around, for promotional giveaways on social media, and
for hosted experiences for influential guests to the community, we welcome promotional items,
gift certificates, admission passes, or credits for services that you would like profiled. Please contact Angela Caparelli at
the Visitor Centre to coordinate. angela@destinationthink.com or 250-286-6901
• Take advantage of the EARLY BIRD offers by registering before Dec 31, 2018! (Applies to $250 “Bear” Package)
- BEAR stakeholders who indicate they are interested in the 2019 DMY Digital opportunity will sign on to the
program at NO COST. ($1,800 annual value) (Hardware purchase costs do apply - see program sales sheet for
details)
- FREE listing on the 2019 Official Community Map. Circulation 15,000+, through Destination BC Visitor Centre
Network, BC Ferries (summer), Tear off and folded versions used exclusively at the Visitor Centre and by the City of
Campbell River
- Opportunity for inclusion in 2019 Discovery Guide reprint and advertising
Campbell River Visitor Services Team Destination Campbell River
1235 Shoppers Row Suite 100, 401 11th Ave
Campbell River BC T 250.286.6901 Campbell River BC, V9W 4G2
V9W 2C7 E campbellriver@destinationthink.com
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