Content marketing is storytelling to gain strategic advantage with target audiences

Castle Butte, Big Muddy Valley

A bit of background

For those who don't know where Saskatchewan is located, ours is a beautiful Canadian province located in the heart of the North American Plains region. Stunning in the diversity of its natural environments from grasslands to boreal forest environments, home to thousands of lakes and rich ecosystems. Generating awareness about Saskatchewan as a tourism destination among international audiences has always proved challenging. Awareness of Saskatchewan's tourism resources may be relatively high with audiences in neighbouring provinces like Alberta, U.S. states like North Dakota, and Saskatchewan expats who return each summer to visit friends and relatives, but the lure of Saskatchewan among potential medium and long haul visitors is still a work in progress.

Air connections have steadily improved with major U.S. hubs like Minneapolis, Denver and Chicago, making it easier for international visitors to get here but, but better known destinations with direct international flights and mightier marketing budgets bring considerably more clout in travel markets at a time when factors that affect tourism industry competitiveness worldwide make it difficult for emerging stars to play in the major leagues.

It is easy to understand why destination marketing organizations like the Canadian Tourism Commission would bet on winning horses like the Calgary Stampede, which has greater potential to generate a return on investment, than on a small town rodeo in rural Saskatchewan which would provide just as evocative an experience for visitors, but might be more difficult to get to and require a somewhat more "specialized" outlook on what a Canadian holiday might feel like in the client's mind.

For the record, I have been bringing clients from around the world who didn't know anything about Saskatchewan before getting here for quite some time, through my former tour operator activities with Great Excursions. The main resource I used to engage these clients is sharing with them:

• the authenticity of experiences they would enjoy while in the province;
• documenting the distinctive character of the journey they would embark upon;
• generating content and communicating that content to them.  

Storytelling - that is all it is!

I knew from available market research what my target audiences sought in terms of quality of experience indicators. I proceeded to look for these in the holiday products I would offer them, and I looked to incorporate the right partners as suppliers and agents in the travel trade that were in a position to capitalize on that kind of editorial content availability. Chronicling facts about places, people, communities, and about how hosts are grounded in their respective communities does makes a difference, as you will see.

An international tourism organization where content marketing is central

Perhaps the most vivid illustration of how I was able to harness the power of editorial content for partners, customers, and ultimately the corporate bottom line, is the partnership initiative I established with UK-based responsibletravel.comhttp://www.responsibletravel.com/ in 2002, a specialist online travel agency that uses content marketing tactics to sell accredited responsible travel products to discerning travellers around the world. That company came into being with the financial support of Anita Roddick, founder of  The Body Shop. They actually initiated the conversation with me, and likely found Great Excursions because content marketing was also a core strategy for us. RT.com was in a position to provide us qualified leads in difficult to access European markets. We were able to provide the content they needed to market our products in the segments they targetted.

Using available market intelligence, I conducted intensive research to identify Canadian product suppliers I might wish to establish a travel trade relationship with as an international wholesale tour operator. I conducted comprehensive interviews with company owners and staff about their business practices on environmental, economic and social fronts. The body of my research was used to craft responsibility policies documenting how each of these products was made possible and impacted favorably on local host communities, thereby creating a competitive advantage in the eyes of those customers for which travelling responsibly is an important consideration.

My company’s customer relationship management system required that the communication of these beneficial practices be shared with clients from the lead generation phase to the published independent review that was authored by the client at the end - enticing new clients to come on our trips.

In my next post I will elaborate on specific examples of tourism operations and products with which content marketing tactics proved a pivotal strategy.

Products inspired by traditional economies - Dog Sledding

Traditional economies are a source of inspiration for many of the tourism industry's most innovative products. The fur trade in North America certainly was one of the earliest industries where the traditional modes of transportation and journeying practices were integrated from pre-contact origins into a more "Western" economic realm.

In Yukon, the Gold Rush certainly helped foster the preservation of dog sledding knowledge and its economic value for today's tourism operators. Dog sledding as a tourism product takes on many forms in different parts of Alaska and Canada. Some dog sledding product provide more superficial experiences - generally those that might involve an hour-long tour in the basket of guided sleds. Those are geared more to lucrative mass markets. While they may provide a quality service and a lasting impression for guests, the impression might well be rather superficial overall as a result of the short lenght of exposure to the world of dog sledding.



A more rewarding approach to dog sledding might be one comparable to that offered at Sky High Wilderness Ranch just outside of Whitehorse. Here the product is a truly immersive adventure. 5, 8, 11 or 15-day trips are offered to guests from around the world. Each guest is exposed to the world of Huskies and mushers as they themselves learn to mush as part of the product.



Trip participants get to drive their own sleds, under the guidance of experienced mushers who share their passion and provide tips on how they can motivate the dogs to make the team and mushers gel as a wilderness journeying formation.



Here are some of the comments made by former clients that I sent to Sky High in the past:

Helen Weir of California wrote this in April:

1. What was the most memorable or exciting part of your holiday?

"The Alaskan Huskies!!!! The dogs are just incredible... athletic, fascinating to watch, and beautiful. Our guide Laird was fantastic as were all the other people at the ranch. This was a 'working' adventure and we did work. We started each day with breakfast, packed a sandwich and thermos, went down to the dog area, scooped poop, readied the dogs/sleds and off we went! Everyday was a new adventure. Back for late afternoon snack, clean up then dinner. The meals were made from scratch - everyone pitched in cooking and with the clean-up. "

2. What tips would you give other travellers booking this holiday?

"Travel light and do the layers. I purchased 'Hot Chillys' #10 thermals top and bottoms and they worked well. A pair of light weight ski pants, fleece top (thin worked for me), wool sweater, scarf, thin fleece gloves and hat. I rented their jacket/coat, sleep bag and mits. I was there in February so needed a pair of boots for going potty outside. Wear house light weight shoes for inside. Knowing how to ski/cross country would be an advantage as trails up and down and switch back. There is no power (they use propane) so no cell phones or TV. "

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"The benefit is for the dogs. They are treated with respect and are loyal and very friendly and they do get excited :) I have fond memories of all the dogs from my team. The ranch recycles everything. The dog poop is scooped and sent to a company for recycle. Local people do work at the ranch. "

4. Finally, how would you rate your holiday overall?

"I had a fabulous time. Pushed my limits. I am a back packer so I knew what the lodge was like and what my out put would be... We all worked hard but worked together. Met some very cool people. Whitehorse (was only there on arrival and departure day, is a great town. Small but perfect. The whole area in Winter is very 'white', pristine and kickback. I say, go and play and learn something new. Most people I know are just amazed that I booked this trip on the spur of the moment and went alone. I am glad I did... this has been 'one' of the best holidays I have been on... I like the 'working' vacations. My next trip maybe Cambodia teaching English..."



Lee Unsworth of England sent these comments in 2010:

1. What was the most memorable or exciting part of your holiday?

"I would say the trip up to the trappers cabin to stay overnight as this was a pretty challenging run with the dogs but truly awesome once we got up into the mountains. Some of our group did decide to take a few of the downhill stretches trying out various "freestyle” methods of dog sledding... on knees, stomachs and backs...

Also, falling in love with at least couple of my dog team. (Gomer / Riley / Amigo / Leica / Yoda / Boomer) If I could have brought them home I would. And the food - what we were given to eat was fantastic EVERY day. Our guides looked after us both outside and in!"

2. What tips would you give other travellers booking this holiday?

"Expect a bit of hard work if you want to do the higher trails… but you will reap the rewards! If you are new to dog sledding as was I, try to anticipate the hills and jump off and help them a little before they grind to a halt and you will keep them moving rather than leaving it until they have pulled as far as they can...They do appreciate it!

Don't "over-pack". You need thermals etc, but don't think you need to be changing clothes every day. We took far too much and didn't use half of it. The fact is, it is pretty "sweaty" work and you just have to go with the flow. Its not a fashion parade. :) Also don’t take thick clothes...layer.

Don't be afraid... when you see a grizzled giant 7 foot tall mountain man looming toward you through the trees... that's just Ian, he owns the place. :) He's a true gent. "

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"I would say running dogs through the mountains is very environmentally friendly. "

4. Finally, how would you rate your holiday overall?

"Fantastic. I have always wanted to try sledding and finally did. Now I just need to convince my other half to go again next winter!"

Alessandra Badino of the UK wrote this in 2009:

1. What was the most memorable or exciting part of your holiday?

"A very difficult task to single out a moment of so many amazing memories of my 15 days in the Yukon wilderness! The trip to Bonneville Lakes does stand out as one of the best places I visited during my stay at Sky High Ranch. I trailed to the lakes twice during my stay and I found each time completely different due to the changing weather conditions: the first time we mushed through powdery deep snow, totally immersed in a white landscape; whilst the second time the sun had warmed up the environment making us trail over ice and overflow water in a clear blue sky. The bond that generated with both the people and the dogs at the ranch is also something I carry in my heart as a very sweet memory. "

2. What tips would you give other travellers booking this holiday?

"First of all I would recommend considering carefully the time at which you travel: if you go early in the year (Jan, Feb) you are in for experiencing true arctic weather, with lots of snow but also pretty fiercely cold temperatures at times that may shorten your trips out with the dogs (and your trips to the outhouse pretty challenging!); if you go later in the year (March, April), conditions will be milder and you will enjoy daylight for longer, but you may find some trails are not accessible because of the lack of snow. Secondly, I would strongly recommend booking your flight legs with the same airline, which would help in case of flight delays or cancellations. Finally, as there are generally many different combinations of trips on offer, make sure that you are clear about the trip itinerary that you have booked."

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"I felt that all the people working at the ranch had a very high consideration for the impact their activity has on the environment. All the rubbish was packed and brought back to the main lodge to be dutifully disposed of or recycled where possible. All supplies during the trips in the wilderness were carried with our sleds, so skidoos/truck use was reduced to a bare minimum. Tourism is an important element in the local economy, especially during the cold winter months and all tour guides and people employed at the ranch are from the local area."

4. Finally, how would you rate your holiday overall?

"A truly amazing experience: I have been back for three weeks now, but I still dream about it! All the guides, and especially our guide Keri, have made us feel extremely welcome and in experienced hands for the whole duration of the trip, trying in all possible ways to attend to our needs."



John Baker of the UK wrote this in 2008:

1. What was the most memorable or exciting part of your holiday?

"Sledding down to 'Mud lake', about 40 miles south of the mian lodge after w'd spent the night in the wall tents (they are about half way between each!) and then having lunch! And this wasn't just a sanwich affair either; we got a decent fire going and our guide kari got some sausages on the fire goingm, plus she brought the mustard too!

Apart from lunch the views that day were absolutely amazing becuase of some lucky weather; and the route gave a few challenges too so made the sledding worth every mile."

2. What tips would you give other travellers booking this holiday?

If you go early feb or before then take lots of middle layers; jumpers etc. It went down to -47 at night and can be quite chilly on any outhouse visits too; but even more so theres a risk of frost bite so everything has to be covered. This is where gimp masks and neck protectors etc come in; ski goggles are a good idea even though they will mist up.
As a note; if it's too cold then the dogs can only run for a few hours or they literally freeze so you may experience some shorter days at these temps but even so just a few hours with these amazing dogs was enough; and a nice hot cup of tea was needed either way!

3. Did you feel that your holiday benefited local people, and minimized impacts on the environment?

"All my flights went through major airports so there were no special flights and all were pretty much full.

Yukon is strangely not that popular around this time apart from the Quest dog sled race so any extra tourism does give a nice boost to the locals who are all more than happy to help and chat to you about what you're doing, where you're from and about local stuff going on.

Dog sledding itself is very good; no snow mobiles are sent ahead or behind the dogs. The guides cut trail (go over powder covered trails) if needed and do most of the time; the snow mobiles are only used if needed and generally not at all. All rubbish is collected and returned to Whitehorse and any rubbish at camps etc is collected and brought back. Supplies are brought up every few days but these generally coincide with guests arriving and leaving so carbon emissions are kept to as few trips as possible. All the guides and staff make sure the focus is on the environment and the dogs which is happily accepted by the guests."

4. Finally, how would you rate your holiday overall?

"Simply amazing. There's is no question that I'll be going again to Canada if not Whitehorse and the same ranch I went dog sledding. Plus it's even planted the seed of me thinking about moving there; so must have been a good trip!

The local people in Canada and even in Vancouver were all really friendly, the guidesmore so and had some fabulous food and receipes there, nothing to miss home about thats for sure!

There was one hiccup which taints the journey; my Air Canada flight to Vancouver was cancelled and I eventually had to fork out for a new plane ticket to London as it made me miss my connections that would get me back to the UK. However, the Air Canada staff at Whitehorse did all they could and got me on the next available flight (even though it was operated by Air North) so it wasn't through lack of effort just bad luck. If anything I'd say avoid KLM/Horizon Air/NWA as their check-in staff just didn't seem to care I was stuck in their airport!

However, thats nothing to put me off Canada or going back for another dog sledding adventure!"

Pilgrimage to Windy Bay, Haida Gwaii

Visiting Windy Bay on the eastern edge of Lyell Island feels a little like going on a pilgrimage. It is near here in 1985 that a group of elders from Haida communities decided to embark of a very public campaign to stop logging activities on the island, home to magnificent 100-year old trees, up to 70-meters tall. This is where the begingings of protected Haida Gwaii were hatched. Watchmen still protect the site and the longhouse-style cabin named "Looking Around and Blinking House", which they built and lived in bunk-style while events unfolded at the time. Watchmen do allow visitors in. It is a fitting prelude to any visit deeper into Lyell Island's forest.

Visiting the Haida Heritage Centre in Skidegate, Haida Gwaii, BC, Canada

From the top of their pole, Haida Watchmen who might have been on the lookout for invaders from foreign lands centuries ago are now welcoming visitors to Skidegate. Master harvesters, carvers and navigators, the Haida were true masters of the sea.

A visit at the Haida Heritage Centre in Skidegate is the best way to start seeing the world through the eyes of a very successful nation with great knowledge, elaborate trade networks, rich material culture and a wealth of traditions.

There are as many histories of Canada as there are are First Nations. If anything, the Haida have reclaimed their history in an inspiring way -- one where they are again taking control of their destiny, their resources.

They are developing a tourism industry that is based on sound stewardhip practices.

And quite frankly, the Haida are showing the world a part of Canada that most Canadians know very little about and that most will likely never see. Because, to come here and to experience Haida Gwaii the way it should be experienced requires from visitors that they be prepared to be exposed to a world that has very little to do with what most of us were led to believe Canada was like when we went to school.

My first impression of Haida Gwaii was that of a land inhabited by a people who draw their identity from the place they inhabit with great wisdom.

It seems one of the lessons I learned is that material wealth can play a positive role in how a people grounds itself in the environment which nutured it.

My visit to the Haida Heritage Centre certainly opened my eyes. I'm OK with that. I am just along for the journey... just as long as I learn a little bit more every day from those I share my journey with.

Looking for professional rafting guides in Newfoundland

A quick note to let you know about this request from a Newfoundland operation that we received this morning. Pretty straight forward. Feel free to reply directly to them:

Greetings,

My name is Jason, I'm the manager of Rafting Newfoundland.  Not sure if you're familiar with our operation, but we run rafting trips down Exploits River in Central Newfoundland, Canada.  The portion we run features class three rapids.

We are in the process of hiring for our 2011 season, and we would appreciate it very much if you would consider us for students and alumni of your rafting program that are qualified but you are unable to provide a job for.

We're planning to hire four guides in total (we already have one confirmed), but we may only have full time work for 3.75 guides.  It would be ideal to have three exceptionally qualified guides, and one eager and promising beginner that is seeking time on the river and will be happy even with slightly less work than the other guides.

We run a short 12 week season (we operate from mid-May to early Oct, but are only really busy from mid-June to mid-Sep), but pay fair to compensate.  Guides can expect between $6,000 - $7,500 (Canadian Dollars) for the 12 weeks including bonuses.  We start at $110/trip through the peak season, and offer bonuses throughout the season.   We offer our guides free accommodation in riverfront cabins.

Please feel free to forward students to our website, www.RaftingNewfoundland.com, or they can contact me for a full job description.

Thanks in advance for your consideration.

All the best,

Jason Nault

Administration, Marketing & Web Design

Riverfront Chalets & Rafting Newfoundland

P.O. Box 661, Grand Falls-Windsor, NL

Canada  A2A 2K2

Reservations: 709-486-0892

Office: 719-387-0866

Cell: 709-293-3690

Yukon Huskies heading to the spa

All of nature's creatures deserve a break once in a while - Yukon dog sledding huskies as well...especially during the off season. Watch as these fine distance athletes enjoy a well-deserved dip at their favourite local spa. Their choice offers no special treatments or massages - just the simple pleasure of soaking it up at the local creek.

Wagon Ride Ranch Adventure in Saskatchewan, Canada - Great Excursions

One might think that going on a horse-drawn wagon ride is a pretty tame activity for adventure seekers. But those who love draft horses also like to have a little fun too when they get a chance to show their fine team of Percheron at work over rugged Great Plains terrain. This was indeed the case for a group of guest on a ranch weekend break in the beautiful Arm River valley in Saskatchewan. The two hour sunset ride was definitely a treat!

Harnessing the potential of surfing and stormwatching tourism

Tofino tourism stakeholders certainly knew what they were doing when they consciously acted to capitalize on the potential luring surfers and storm watching tourists represented in off-season revenue generation. Surfers use a renewable resource, they engage in activities that don't even require them to drive anywhere once they are in Tofino. The resource is on the beach.

Stormwatchers do the same. They come to enjoy just being in Tofino, experience the feeling of being out there in the elements, seeing the waves, hearing them crashing and just taking in the whole sensation of finding oneself in that particular environment at that particular time. When operators and marketing experts think of product development and destination management, those are key indicators of success.

Manitou Springs Resort Hotel & Mineral Spa to reopen

I was pleased to learn today that Watrous' Manitou Springs Resort Hotel & Mineral Spa is set to reopen this Friday. Manitou Beach is legendary for the natural buoyancy mineral-rich properties and curative powers of Little Manitou Lake. The water is so buoyant, it's impossible to sink! Swimmers simply float effortlessly all day long if they want.

This used to be a hot resort in the 1920's bringing thousands in the summer from every region of Canada. The Spa went through hard times recently because of maintenance issues. Under new management and with the current economic boom in Saskatchewan, there is a good chance better times will come for what has the potential to become a quintessential rural Saskatchewan experience. There is, after all, more demand than ever for Spa and health tourism product.

Terroir, Identity and Seduction Symposium

Saskatoon Inn – February 20 to 22, 2009

The conference aims to officially launch a collective reflection on terroir products through workshops and networking. These activities will point the way to introducing and developing collective projects related to the terroir. These projects will allow us to redefine and promote the revitalization of our rural communities as well as our entire community's sense of identity.

A wealth of conference experts in terroir development from around the world will discuss subjects such as:

Rural development initiatives

Food and culture

Marketing terroir products

Tourism and regional development

Dietetics and local products

www.terroirsk.ca

Beef Development Centre Field Day always a popular draw

Source: Saskatchewan Agriculture and Food

The annual summer field day put on by the Western Beef Development Centre (WBDC) is coming up on June 23 at the centre’s Termuende Research Farm near Lanigan.

The field day offers a mixture of guest speakers, presentations, displays and tours of current beef and forage research projects and farm facilities.

Paul Jefferson, the Vice President of Operations with the WBDC, says the event is just the latest in a long line of outreach activities the centre has organized to bring people into its facility and tell them about the exciting research work going on there.

“I think the WBDC has had a field day for as long as it’s been around, and we’ve been around for 10 years now,” Jefferson said.

He indicated the centre is taking a different approach this year by moving the event from mid-week to a Saturday. “This will allow people – particularly some of the younger producers – who maybe work off the farm or have other commitments during the week to attend,” he stated.

“We’re trying to give as many people as possible an opportunity to hear about the research and the demonstrations going on here.”

A lot of information and activity is packed into the day, but Jefferson says the intent is to provide producers and others in the beef industry with an idea of the research that is currently taking place, as well as some of the interesting findings coming to light that might be useful in their operations.

“Our keynote speaker will be Dr. John MacKinnon, a professor of animal science at the University of Saskatchewan. He’s going to talk about the increasing supply of dry distillers grains from the emerging ethanol industry in Western Canada, and how we might be able to use it as a feed resource for the beef industry,” Jefferson stated.

Currently, dry distillers grains are used primarily in the dairy sector. WBDC is initiating a project using it as a feed supplement for beef cattle, particularly in conjunction with lower quality forages, to see how the protein benefits can be captured and how the animals respond.

Other initiatives that will be discussed include a time of calving study, where part of the WBDC’s herd was shifted to a June calving date from the traditional March/April timeframe; research on low-cost winter feeding systems; a collaborative pilot project with the Prairie Farm Rehabilitation Administration using a biological digester to remove sulfate from well water; research on using forages in backgrounding and feeding beef cattle; and an analysis of statistics that show a declining yield on Saskatchewan hay fields over the past 25 to 30 years.

“These are all very practical issues facing beef producers and the industry as a whole, so we expect the field day will once again be a very popular draw,” Jefferson said.

But he notes that the duration of the field day isn’t spent in a chair. “Part of the attraction of this event is that we take people on buses out to some of the field sites so they can see the research activities actually going on in real time,” Jefferson stated. “They’ll be able to hear from the researchers involved and dialogue with them right on the tour.”

Lunch is provided during the field day, and the event wraps up with an optional barbeque steak supper. There is a small charge for both of these meals.

Jefferson says that anyone involved or interested in the beef industry will be able to find some benefit in the WBDC field day. “If you’re working in the cow-calf sector, if you’re in the feeding or backgrounding aspect of it, if you’re in the beef industry at all – you will definitely hear some interesting and useful information during the day.”

Registration for the event starts at 9:30 a.m. on June 23, and the program itself begins at 10:00 a.m.

For more information on the WBDC field day, visit the centre’s website at www.wbdc.sk.ca, or contact Brenda Freistadt at (306) 682-3139, extension 2.

For more information, contact:
Paul Jefferson, Vice President of Operations
Western Beef Development Centre
Phone: (306) 682-3139, ext. 272
e-mail: pjefferson.wbdc@pami.ca