In 2017, we launched the Cooperative Marketing Investment Program to provide funding towards our stakeholders’ marketing initiatives. In our inaugural year, we invested in a total of six projects, ranging from collateral creation to new experience development. It has been another remarkable year for us; we currently have 12 conditionally approved projects and are looking to fund more partnerships.
For many of the participants, the program gave them the opportunity to experiment with a new market or enhance their attraction in a way that was out of reach without the funding. Below are examples of projects we’ve supported so far:
Chinese-language Enhancement Program at the Gulf of Georgia Cannery
The Gulf of Georgia Cannery National Historic Site identified the need to develop Chinese-language collateral to appeal to this growing market. With funding from the content development category of the program, the Cannery was able to create Chinese-language enhancement tools, including visitor site maps, a tour script and subtitles for their new promotional film. These tools were instrumental in enhancing Chinese visitors’ experience at the Cannery.
"Throughout the process, Tourism Richmond has offered helpful product development advice, and have already started to promote our new products at trade shows and through FAMs."
- Mimi Horita, marketing and visitor services manager.
The Lesson: Take a good look at your business plan and identify the gaps. It could be as simple as refreshing your marketing collateral, or as big as reaching a new pool of customers.
Richmond Breweries join the BC Ale Trail
Through the partnership marketing initiative, Richmond’s three distinctive craft breweries – Britannia Brewing, Fuggles & Warlock Craftworks and Monkey 9 Brewing, recently joined the BC Ale Trail. As a result, Richmond breweries are now part of a unique self-guided trail highlighting the local craft breweries in BC.
The Lesson: Sometimes, you can’t do it alone. Joining initiatives such as the BC Ale Trail can really eat into your bottom line. Co-owner Glen Hutton from Fuggles and Warlock rounded up the other two Richmond breweries and got Tourism Richmond involved to make this happen. We understand what it takes to make it big and we’re here to help.
World Class Wild Campaign with Fairmont Vancouver Airport
The Fund invested in the World Class Wild campaign to feature Richmond as a destination providing world class experiences in art, cultural, culinary and adventure. The Fairmont Vancouver Airport partnered with Britannia Shipyards National Historic Site to offer an experiential stay package to inspire travel and drive visitation to both sites. The package also includes a visit to Fisherman’s Wharf with a Fairmont chef, as well as a gourmet dining experience at the Globe@YVR restaurant.
The Lesson: Think outside of your business – and look at your neighbours closely. Sometimes, the best partnerships are right under your nose – or in this case, a quick 15-minute ride just off property. If you’re having difficulties finding partnerships, or just don’t know who would be best, give us a shout. We can pair you up.
For a list of 2017 projects, please click here.
If you have a marketing idea, please feel free to send it directly to our Industry Development Manager, Ceri Chong. She’s happy to explore various opportunities with you, and if required, find suitable partners to help develop your idea.
For full guidelines an application forms for the Cooperative Marketing Investment programs, please click here.