Groundbreaking Digital Tourism Marketing Research Project by A Couple of Chicks eMarketing Brings Together Destination Marketing Organizations to Benchmark Online Success

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A Couple of Chicks eMarketing™ announces collaboration with Miles Partnership, Canada Tourism Commission and other leaders in tourism marketing to develop an International Destination Marketing Benchmarking program that compares online success of DMO’s in Canada, New Zealand and the USA.

The DMO Online Benchmarking Project was undertaken with the intent of creating an industry-wide standard for measuring the digital marketing efforts of destination marketing organizations (DMO), in order to better quantify ROI, said Alica Whalen

Digital tourism marketing agency A Couple of Chicks eMarketing™ announced today that Destination Marketing Organization’s from across Canada including Tourism New Brunswick, Ottawa Tourism, Destination Halifax, and other regional tourism organizations and city CVB’s will participate in a groundbreaking research project that will compare the success of Destinations against their competitors in Canada, and against international countries including New Zealand and the USA.

“The DMO Online Benchmarking Project was undertaken with the intent of creating an industry-wide standard for measuring the digital marketing efforts of destination marketing organizations (DMO), in order to better quantify ROI”, said Alica Whalen, Co-Founder and Principal of A Couple of Chicks eMarketing™. “The Canadian program was developed as a means to assist Canadian tourism marketing professionals to build support for dollars needed for new media, and to learn from trends seen with aggregated benchmarking reports from destinations across Canada and Internationally."

As consumer travel buying behavior has evolved into the digital realm, destination marketers have had to adjust to reach the *86% of consumer’s (Source: The Traveler’s Road to Decision, Google and Ipsos MediaCT, July 2012) who are researching and buying travel online. In addition to understanding what online channels to spend marketing dollars against in a rapidly shifting digital media environment, destination marketers are also tasked with providing industry stakeholders with metrics to support those campaigns.

The program was developed jointly by leaders in tourism marketing; Miles Partnership and Canadian online marketing firm A Couple of Chicks™, and has garnered the support and participation from The Canadian Tourism Commission (CTC), Google, and Sparkloft Social Media, who will be providing enhanced data to the reporting in 2013.

Key Benchmarking metrics for the 2013 reports include:
▪    Google analytics analysis
▪    Social media benchmarking and mobile reports
▪    Google travel search trends reports
▪    CTC Canada travel metrics

The Canadian report will provide performance statistics with direct comparison Destination Marketing Organization’s grouped into 3 tiers levels, allowing for benchmarking against DMO’s of a similar size, budget, and number of visitors.

Results of the first 2013 report, benchmarking the 2012 calendar year, will be presented at the leading Canadian conference on tourism marketing; Online Revealed Canada, being held April 2-4 2013 at Caesars Hotel and Casino Windsor. Aggregated data will be presented April 4th, along with a workshop to provide a deeper understanding of Canadian DMO metrics and key findings.

Destination Marketing Organizations, RTO’s, CVB’s and regional and municipal tourism organizations from across Canada are invited to participate as a legacy partner at an annual cost of $3,000 CDN, or with analytics only which will help build the sample of DMO’s measured. Participation is still open until the end of December, with the first Benchmarking report to be delivered in January 2013.


A Couple of Chicks™ eMarketing is recognized as the leading digital marketing firm specializing in web strategy and social media development and execution for the travel industry in Canada. A Couple of Chicks™ also co-founded the leading conference for digital tourism marketing Online Revealed Canada, with support from such industry giants as; Google, Facebook, and Travelzoo. The conference, now in its 8th year brings together over 400 industry professionals from across Canada. Founders Patricia Brusha and Alicia Whalen are recognized thought leaders in digital strategy for hotels, hotel brands, and destinations, and are regular speakers at industry conferences across the country.

Miles markets destinations and hospitality businesses by working with province tourism offices, convention & visitors bureaus, hotels and other organizations in the tourism industry to create forward thinking online, mobile, email and print content marketing solutions.

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Alicia Whalen, Co-Founder, A Couple of Chicks eMarketing and Online Revealed Canada
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