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Travel Alberta

Marketing Performance

  • Traveller-expenditure and person-visits

Travel Alberta’s marketing strategy delivers on the key objectives outlined in Travel Alberta’s 2016-2018 Business Plan. The following results outline traveller-expenditures and person-visits as reported by Statistics Canada for 2014.

Expenditures and Person Visits by Market

  • Marketing Performance Index (MPI)

Travel Alberta looks for opportunities to be agile in a dynamic and competitive tourism marketplace and to get the maximum number of visitors to Alberta in the most targeted, cost-effective way possible. Traveller planning and purchasing behaviours are evolving rapidly in all markets with increased reliance on the Internet, mobile devices and social media influences.

As a marketing organization, Travel Alberta doesn’t have traditional distribution channels or a “cash register.” Receiving and reacting to real-time data is critical to our success in reaching our customers.Travel Alberta’s Marketing Performance Index, or MPI, is the real-time measurement of Travel Alberta’s direct-to-traveller marketing initiatives where we are active in all channels. It is an indicator of how we are engaging with the traveller and how in return travellers are engaging with us.

An index allows for consistency in the single reported number over time, while allowing for flexibility in the data inputs – a very important aspect in the highly evolving world of digital technology and marketing.The MPI allows measurement across paid, earned and owned channels, and provides insights on high performing executions, allowing us to optimize our budget and drive down the cost of visitor acquisition.

By reporting through an index, we can communicate many data points as a single number with the purpose of making it easy to watch and summarize its ups and downs.

The MPI allows us to measure our marketing throughout the traveller path to purchase and serves as our master measurement strategy for traveller-direct initiatives in the United States, the United Kingdom and China. The MPI acts as a performance indicator, where applicable, for other markets where Travel Alberta is less active in paid media activity. The MPI appears as a target within Travel Alberta’s corporate scorecard.