New Online Benchmarks Create Roadmap to Success for Canadian Destination Marketers

Share Article

Those charged with marketing destinations in Canada, to both domestic and international audiences, now have a new resource to compare their efforts alongside those of their counterparts in the U.S. and other international destinations.

News Image
“It’s simply a matter of marketers better analyzing and understanding their past campaign performances and then fine-tuning future efforts to deliver an even greater ROI.”

The DMO Online Benchmarking Project was undertaken with the intent of creating an industry-wide standard for measuring digital marketing efforts of Destination Marketing Organizations (DMO).

Initially unveiled at the March 2012 Online Revealed Canada Tourism Marketing Conference, the project is the brainchild of two marketing firms that specialize in destination and hospitality marketing: A Couple of Chicks eMarketing and Miles Partnership, who collectively have worked with hundreds of tourism destinations to improve and build online their online presence.

With a successful pilot project of 16 Canadian DMOs complete, (and similar research aggregated from DMO’s in both New Zealand and the US), and working in conjunction with the Canadian Tourism Commission (CTC), this ground-breaking research is now open to all Canadian Destination Marketing Organizations, Provincial Marketing Organizations, Convention & Visitor Bureaus, Regional Tourism Organizations, and Tourism Municipalities for inclusion in the 2012-2013 reports.

The 3-part series for 2012-2013 will measure online performance for each individual participating Destination Marketing Organization, with an aggregated summary of DMOs of similar size in Canada, and in comparison to DMOs in both New Zealand and the USA, where similar studies have been completed. Participants will receive 3 insightful reports measuring outcomes against key performance indicators, along with 3 educational webinars.

“Our goal in creating these benchmarking standards is to help improve performance, and build stakeholder confidence in Destination marketing programs,” explained Alicia Whalen, co-founder and principal of A Couple of Chicks. “As travel consumers continue to evolve in usage of digital and mobile platforms, destination marketers need to understand how to adjust their dollars accordingly.”

The initial phase of the project compared the metrics of the 16 participating Canadian DMOs with a comparable set of destinations in the U.S. and New Zealand. The report and follow up information offered insight into how participating Canadian Destination Marketers should adjust their online marketing strategies into 2012. Participants in the pilot program included destinations such as; Ottawa Tourism, Tourism New Brunswick, Tourism Nova Scotia, Destination Halifax, Tourism Yukon, Tourism Hamilton and Tourism Vancouver.

“The exciting take away from our research is that while there is room for improvement, Canadian DMOs are working from a solid foundation,” said Miles’ Director of Online Marketing and Research Chris Adams. “It’s simply a matter of marketers better analyzing and understanding their past campaign performances and then fine-tuning future efforts to deliver an even greater ROI.”

Canadian destinations interested in participating in the 2012-2013 Destination Benchmarking series will receive a copy of the pilot study aggregated summary report, and $100 discount on the 1st report if signed up by July 24th, 2012. Cost to participate in the program is $3,000/year. More information on the DMO online Benchmarking report series is available at .


A Couple of Chicks
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. With a team of 12, and clients such as Travelodge Canada, and Destination Halifax, ACOC has built successful online marketing campaigns since 2005. 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 7th 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 Partnership
Miles Partnership 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.

Contact: Alicia Whalen
905.990.0079 x 102

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Alicia Whalen
Visit website