Goals: Clearly state your marketing goals. What did you strive to achieve using this piece or program?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)

Project Analysis: Please provide a brief background on the project and your company efforts to demonstrate good corporate citizenship in the areas of community involvement, environmental, or socially responsible practices.

Objectives and Goals: What did organization set out to achieve in undertaking this project in CSR? What were the goals you set to measure your success?

Results: How did you measure the effectiveness of your efforts and what direct and tangible results did you achieve? Please be as specific as possible and share the full impact of your efforts in CSR.

Leadership: Please list the individual in a leadership role responsible for the project and how would you characterize their commitment to promoting corporate social responsibility in the travel and tourism industry?

Situational Analysis: Please provide a brief background on the initiative and the problem, challenge or issue you were seeking to address in the areas of developing emerging talent and engaging existing talent to meet the demands of your business.

Goals: What did your organization set out to achieve in undertaking this initiative? What obstacles did you encounter?

Results and Impact: What results had the greatest impact on your target audience? Please comment on the process and the outcomes. What measures were used to determine success?

Situational Analysis: Please provide a brief background on the initiative and the nature of the issue you were trying to impact.

Goals: Clearly state your goals. What did you strive to achieve with this initiative?

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the initiative?

Goals: Clearly state your marketing goals and audience. What did you strive to achieve using this piece or program? 2020 has been full of obstacles, especially for a tourism destination like Newfoundland and Labrador (NL) – i.e., an island in the middle of the Atlantic Ocean only accessible by air and sea. Travel restrictions emanating from COVID-19 meant that the best opportunity to generate income for the provincial tourism industry was right here at home, with residents. But convincing residents to vacation here instead of leaving the island would require some romancing. We had to rekindle their love of home – and demonstrate how NL is a place overflowing with unexpected things to see and do. So, how could we appeal to residents’ desire for unique travel experiences, while supporting the industry and promoting local tourism operators? Objectives: - Increase awareness of all the things residents could see and do here at home during their summer vacation. - Drive a qualified audience to StayHomeYear.ca and NewfoundlandLabrador.com to explore travel-planning content, especially provincial tourism operator packages. Creatively, we had to remind residents that here, ‘home’ is much more than where you grew up. It’s a feeling. So much so, that residents have a longstanding annual tradition called ‘Come Home Year’, where expats are encouraged to return home for summer festivities. It dates all the way back to 1966. Knowing this, we decided to flip 'Come Home Year' on its head. We launched ‘Stay Home Year’, a fully integrated campaign that asks Newfoundlanders and Labradorians to consider vacationing at home.

Results: Which of your original goals did you achieve and how? How did you measure the effectiveness of the piece or campaign? Entrants should provide quantifiable results of their tactics or campaigns. (for example, click through rates or ad equivalency)Warm and inviting, the Stay Home Year brand identity paints a welcoming picture of travel in NL; it even borrows elements from the provincial flag. Our master logo became the basis of seven others – each rooted in a unique travel experience. We launched with a symbolic statement at Signal Hill National Historic Site by lighting up the night sky with a massive projection of the word ‘HOME’ on Cabot Tower. A series of emotive television spots invited Newfoundlanders and Labradorians to ‘rediscover home’; a radio series touted the many ‘Reasons to Stay’ and was voiced by legendary Gordon Pinsent (NL’s most beloved and recognized voice). StayHomeYear.ca was chock-full of packages and offers for residents to explore and gave prominence to tourism operators. To provide industry with the right tools, a campaign toolkit included logo files and tips on how to participate. It even allowed operators to incorporate their own identity into the Stay Home Year logo. The integrated effort more than delivered on campaign objectives: - There were 45,884 sessions to StayHomeYear.ca, resulting in 26,539 clicks on ‘Plan & Book’ icons and more than 9,000 clicks on featured operator packages. Nearly 60% of visitors explored summer travel information. - Visitors to NewfoundlandLabrador.com spent an average of 6 minutes & 33 seconds on site – 3x the average time of ‘regular’ online visitors. Provincial tourism operator packages received 45,763 pageviews and 6,127 referrals. - On NewfoundlandLandLabrador.com there were 469,542 Business Listing Pageviews, 164,850 Total Operator Referrals, and year-over-year activity from residents of the province increased dramatically: -Traffic: +37%. -Business Listing Pageviews: +65%. -Operator Referrals: +38%. - Social media generated nearly 350,000 engagements, with engagement per post up 320%. The campaign was so successful that it continued into Fall with a second integrated instalment.

Entry TitleStay Home Year 2020

DivisionRecovery Strategies - Recovery Strategies

CategoryRecovery Strategies