Ontario

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War of 1812 Bicentennial Analysis Initial
Assessment of Marketing Opportunity
Ministry of Tourism, Culture Sport
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Ontario Ministry of Tourism, Culture and Sport
Tourism Research Resources
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• Ministry Tourism Research Unit
• Tourism Performance Visits Spending,
  Accommodation Stats, Travel Price Index
• Economic Impact Tourism Receipts, GDP
  contribution, Employment, Taxes, Businesses
• Forecasting Number of visits by origin by year
• Market Profile Reports RTO, CD, CMA
• Ad Hoc Requests, Presentations, Workshops

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• OTMPC Research
• Conducts marketing research specific to marketing
  programs
• Monitor the Ontario brand
• Consumer segmentation and profiling
• Advertising concept testing
• Measuring Impact of Advertising
• Provides research information for industry
  committees and Board
• Ad Hoc Requests, Presentations, Workshops

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Website www.tourismpartners.com
Email otmp.research_at_ontario.ca
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Background Definitions
War of 1812 Bicentennial Analysis
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Purpose of the Study

• Establish current awareness and knowledge of the
  War of 1812 in key source markets
• Determine interest in the planned bicentennial
  celebrations overall, and in specific activities
  that might be offered
• Establish a demographic profile of the target
  group
• Establish a media consumption profile of the
  target group
• Identify other popular travel activities within
  the target group to define potential activity
  packaging opportunities

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Background

• This research project includes data from two
  sources
• The May 2009 wave of the Travel Intentions Study
• Specific questions on the War of 1812 and
  potential bicentennial celebrations were included
• TAMS 2006
• To profile those who travel to explore history
• Source markets include
• Ontario
• Rest of Canada (Montreal, Quebec City, Winnipeg
  for TI)
• The US Near and Mid Markets

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TAMS History Travelers

• Analyzed TAMS data set to identify 2 target
  groups
• History Travelers are defined as those who have
  engaged in any of the following activities on an
  overnight, out-of-town trip taken in the past two
  years
• Visited historical replicas of cities or towns
  with historical re-enactments
• Visited general history or heritage museum
• Visited military/war museum
• Visited well known historic sites or buildings
• Visited other historic sites, monuments and
  buildings
• Participated in historical re-enactments (as an
  actor).
• Core History Travelers are those who took an
  overnight, out-of-town trip in the past two years
  mainly to engage in at least one of the above
  activities.

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Sizing the Opportunity
War of 1812 Bicentennial Analysis
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History Traveler Segment IncidencePercent of
individuals 18 years or older in each market

• 31 - 39 of the population is considered a
  History/Core History Traveler

Source TAMS 2006
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Would You Consider Attending 1812 Bicentennial
Celebrations?Among travelers in each market
aware of war of 1812

• 10 - 23 of travelers would definitely or
  probably attend War of 1812 celebrations
• 11 have attended a similar historic event in the
  past 10 years

Q4WM. Would you consider attending celebrations
in 2012 to commemorate the War of 1812
bicentennial?
Source. Travel Intentions Study, May 2009
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Projected Size of the Target Groups (in
millions)Based on Census adult populations in
each market
Interested In AttendingWar Of 1812
Bicentennial(Travel Intentions)
History Travelers(TAMS)
Definitely Would Attend
Core
US Border
Other USNear/Mid

Ontario
Quebec
Rest of Canada

Total US Near/Mid Ontario Quebec
US Border
Other USNear/Mid

Ontario
Quebec(Mtl/QC)


Total US Near/Mid Ontario Quebec
Source. TAMS 2006 and Travel Intentions Study,
May 2009
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Current Affinity with the War of 1812
War of 1812 Bicentennial Analysis
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Familiarity with Historic Events Among total
travelers

• 94 of American and 83 of Canadian travelers are
  aware of War of 1812

Q1WM. Are you familiar with any of the following
historic events or conflicts?
Source Travel Intentions, May 2009
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Unaided Recall of Specific War of 1812
EventsAmong travelers aware of conflict

• Despite high awareness, travelers have little
  recall of specifics of the War of 1812

Q2WM. What major events, if any, do you recall
from the War of 1812? Source Travel
Intentions, May 2009
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Who Won the War of 1812?Among travelers aware of
conflict and recalled any events

• And both sides were victorious!

Q3WM. There are varying opinions about which side
won the War of 1812. Based on what you know or
have been taught about this war, which of the
following parties would you say were on the
winning side?
Source. Travel Intentions Study, May 2009
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Interest in Specific Bicentennial Activities and
Trip Forms
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Interest In Specific Bicentennial Attractions,
Events, And ExhibitsAmong total travelers
Among Americans
Among Canadians
Tall ship displays
Guided tours at the related historic sites
Tall ship races
Showcase of the weaponry used in the war
General festivals and parades
Historical reenactments of the battles
Military events or displays
Art exhibits
Attendance of the events/celebrations by the currentleaders of the participating in the war countries
Modern day interpretation of the battles
Documentary film festival
Gift shop selling replicas of the war paraphernalia
The commemoration of new monuments to the War of 1812
Spectator sports
Possibility to meet families with connection to the War of 1812
Participatory sporting events
(n2,538)
(n5,355)
Q5WM. Apart from your overall interest in
attending the celebrations, please indicate how
much interest you have in each of the following
type of attractions, events, or exhibits that
could be part of the War of 1812 bicentennial
activities. Source Travel Intentions
Study, May 2009
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Effect of Distance on Likelihood of Attending
Bicentennial CelebrationsAmong travelers aware
of War of 1812

• The closer it is, the more likely they will come

Q7WM. Please indicate how the following distances
to the events would affect your likelihood of
attending any War of 1812 celebrations.
Source Travel Intentions Study, May 2009
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Type of Trips Would Take to Attend 1812
Bicentennial CelebrationsAmong travelers likely
to attend events outside their city limits
Among Americans
Same-day excursion
Overnight trip specifically to attend celebrations
Overnight trip for another purpose, but extended to include celebrations
39
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(n3,939)
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Among Canadians
Same-day excursion
Overnight trip specifically to attend celebrations
Overnight trip for another purpose, but extended to include celebrations
49
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(n1,747)
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Q8WM. How likely would you be to take each of the
following types of trips to attend the War of
1812 bicentennial celebrations? Source TI,
May09
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Target Group Profiles
War of 1812 Bicentennial Analysis
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Demographics of History Travelers

• Skew slightly older (35 of American and 30 of
  Canadian over 55)
• Half male, half female
• Exhibit household composition similar to general
  population (about 70 married)
• Higher income (24 of American and 33 of
  Canadians have household income greater than
  100,000)
• Well educated

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Media Consumption of History Travelers

• Show more interest in all news/current affairs
  media
• Gravitate disproportionately not just to all
  forms of history content, but to travel content
  and channels as well
• The media habits of History Travelers are quite
  mainstream in other respects. Popular media
  include
• TV movies, popular dramas, sitcoms, sports and
  science/nature (especially in Mid Market US)
• Radio oldies, soft rock/pop, and
  modern/alternative rock (in Canada)
• Magazine magazines with entertainment,
  home/garden and general interest themes, along
  with health/fitness (in the US) and food/cooking
  and fashion/beauty (in Canada)
• Newspapers widely read with weekday and weekend
  dailies achieving particularly high penetration
  in Canada (as of 2006)
• Online Media have likely grown considerably in
  popularity since 2006 weather, entertainment,
  health and shopping (especially US) are prominent
  sites

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Activities While Traveling

• Besides the universal activities of shopping and
  dining, the following activities/attractions are
  popular among History Travelers and offer
  significant packaging opportunities
• Museums and observing architecture generally
• Natural wonders such as Niagara
• National and provincial parks
• Amusement parks (esp. US)
• Aquariums and zoos (esp. US)
• Farmers markets

• Casinos
• Swimming
• Art Galleries (esp. Canada)
• Hiking and viewing wildlife(esp. Quebec)
• Wineries (esp. Quebec)
• Camping (esp. Canada)
• Live Theatre (esp. Ontario)

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Summary and Implications
War of 1812 Bicentennial Analysis
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Summary and Implications

• The War of 1812 bicentennial offers considerable
  tourism potential for Ontario.
• There are large pockets of pleasure travelers in
  Ontario and surrounding markets who are attracted
  to historical events of this nature.
• Basic awareness of the War of 1812 is well
  established in both Canada and the US so the
  premise for the bicentennial commemoration has
  widespread credibility.
• A range of specific activities and events that
  could be offered by Ontario as part of the
  commemoration have fairly wide appeal and are
  capable of stimulating some degree of excitement.
• Tall ship displays and races
• Festivals and parades
• Guided tours at historic sites

• Art exhibits
• Military and weaponry displays
• Battle re-enactments

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Summary and Implications (contd)

• It is important to keep in mind that perceptions
  and misperceptions about the War and its scope
  vary considerably from market to market.
• There are also likely sensitivities to, and lack
  of agreement on, a number of historically
  contentious points such as the Wars ultimate
  victor.
• Communications directed toward Canadian and US
  markets should be attuned to this so that
  potential visitors arent alienated and unwanted
  emotional responses avoided.
• It may be possible to turn some of these areas of
  contention on their head and use them as
  marketing devices.
• For example Who won the War of 1812? Come and
  find out.
• Promotion of this nature, as well as other forms
  of promotional tactics such as contests,
  giveaways, etc. could have a strong role to play
  in elevating the level of interest, since the War
  itself is fairly well known, but stimulates muted
  excitement without embellishment.

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Summary and Implications (contd)

• To encourage overnight and longer distance trips,
  consideration should be given to packaging
  bicentennial experiences with other local
  activities that appeal to the History target
  group.
• Fortunately, the History segment consists of more
  active travelers generally with elevated levels
  of involvement across many classes of activity.
  So there are many potential packaging
  combinations to explore.
• Shopping, dining and accommodations, play a
  significant role in determining the overall
  tourism experience and supporting return
  visitation
• Shopping, dining and accommodation experiences
  should, be included in communication of the
  package where appropriate.
• Potential visitors should be provided with
  assistance in identifying accommodation and
  dining establishments that are suitable to their
  travel style as well as any interesting local
  shopping opportunities that may exist.
• Tie into bicentennial event with promotional
  deals or thematic connections
• Emphasize the local flavour of these experiences.

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We Know. Just Ask.
tourism.research_at_ontario.ca [phone]
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Appendix
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Target Group ProfilesDemographics and Media
Habits
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History Traveler Demographics USPercent of
travelers in each case
Source TAMS 2006
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History Traveler Demographics US
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Demographics CanadaPercent of
travelers in each case
Source TAMS 2006
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History Traveler Demographics Canada
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption USPercent
of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption US
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption US
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption US
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption US
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption
CanadaPercent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption Canada
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption Canada
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption Canada
(contd)Percent of travelers in each case
Source TAMS 2006
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History Traveler Media Consumption Canada
(contd)Percent of travelers in each case
Source TAMS 2006
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Packaging OpportunitiesActivity Preferences of
History Travelers
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Activities Engaged in While Traveling During Past
2 Years- USPercent of travelers in each case
Source TAMS 2006
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Activities Engaged in While Traveling During Past
2 Years- US (contd)Percent of travelers in
each case
Source TAMS 2006
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Activities Engaged in While Traveling During Past
2 Years- US (contd)Percent of travelers in
each case
Source TAMS 2006
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Activities Engaged in While Traveling During Past
2 Years- CanadaPercent of travelers in each case
Source TAMS 2006
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Activities Engaged in While Traveling During Past
2 Years- Canada (contd)Percent of travelers in
each case
Source TAMS 2006
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Activities Engaged in While Traveling During Past
2 Years- Canada (contd)Percent of travelers in
each case
Source TAMS 2006