Tourism INTERNET Marketing Blog 1.0

n49 Interactive, a Toronto-based Web Design Company launched a new innovative Canadian Directory, n49.ca - on the basis of sharing results with your friends, and getting recommendations from fellow citizens. Their tagline (Directory with a Twist), promises the following:
n49.ca is a Canadian community. n49.ca is a Canadian directory. n49.ca is .....the best way to find a great date restaurant? Our members share their reviews of local businesses, upload their photos and videos, and make it easier for other n49-ers to find the perfect french bistro, back massage, contractor, shopping spot, or ..anything really!

The n49 network is an online directory which combines traditional online marketing efforts with the latest in networking and online community-building. At this point (and the site just launched a few days ago - I looked at it first at the Search Engine Strategies Conference beginning of June), the content is currently focused around Toronto. But I think the site is very promising - especially for Canada. I can tell you, I am still trying to find the great places in Vancouver, and most of the online resources available are everything else than helpful.

I was in Toronto for a bunch of meetings, and coincidentally it fell duirng the same time of SES Toronto. I attended the Canadian Search Landscape Session (and of course the keynote of Seth Godin...he is always fun to listen to...).

Here are some highlights:

The Canadian Search LandscapeWhat search engines are leaders in market share? What regional differences in search engine usage do we see within Canada? What vertical areas of search are growing? Representatives from major ratings and traffic analysis services share stats and info. Search engine representatives also comment on trends.

• Canadians made 12 billion search queries in 2006 and 1.4 billion queries in April 2007.
• Searching is the #2 activity that Canadians do.
• Only 38% of French Canadians make online purchases
• The Quebec search landscape is more experienced than France.
• Canadian searchers are more "conservative" than U.S. searchers. They are cautious consumers who will look at, on average, 2.5 brands prior to making a purchase--they are knowledge seekers and like variety, choice, and exploring the alternative.
• Searching also often leads Canadian consumers to new brands--the top ranking positions in search often convey perceptions of leadership, and ultimately drive traffic.
• French Canadian terms are less competitive and are more heavily discounted vs. English Canadian terms, which makes for a great ad opportunity. However, there are some subtleties in the French market, such as a more rigid grammar, more synonyms (e.g. auto, autos, char, chars, voiture), and longer words.

Good strategy, questionable execution...

I was going to write something about the new Australia.com website, however then I had coffee (actually tea as we both don't drink coffee) with my friend William Bakker from Tourism British Columbia who wrote an excellent post on his blog - and I couldn't have done it better and completely agree with him. So I thought, I would just link to William's post...
We both agree that Tourism Australia's strategy is right on, in fact we are working on a few similar approaches, especially when it comes to leveraging search to dissiminate content and connect consumers with the right tourism websites - however the big fancy flash map leaves us both puzzled. Why would I click on on Western Australia or Queensland (just to get link to the provincial website's homepage) if I have no idea what experiences may await me, and quite frankly (no offense), I am getting a little bit tired of the video popping up. Get a more in-depth analysis on William's blog.

On the other hand, I am just not sure why Tourism Australia did not leverage some of their other great work from the past (i.e. last year's Australian Spaces Website)?? If they had led with these expereinces and stories, used the big map as a search tool for navigation purposes (instead as the experience lead), and then supported the online content infrastructure with the search application in bringing in the content from the different Australian DMOs, I think this could be a lot better. Just my personal thoughts... (they should however update their content as they still have the 2006 Commonwealth Games as the key event).

I just got note that Tourism New Zealand just launched a new campaign (New Zeal AND) for the UK - well to be honest, I am not sure if it is actually Tourism New Zealand that built the campaign site or Air New Zealand (according to About Us, it is Air New Zealand, but it maybe a co-project)...in any case, an outstanding campaign website, which is supposed to change the common perception of New Zealand according to Sam from the Cake Group in London who created the campaign, and sent me the note.  Hey, what is the perception of New Zealand anyhow?? Is it sheep??????????????  Well, I guess the goal is to highlight the energetic contemporary urban scene in the country and includes interactive city guides and Kiwi celebrities tips on where to go and what to do.  Maybe New Zealand wants to get away from the Lord of the Rings.  (Note: I have to say though, what Tourism New Zealand did a great job in extending the Lord of the Rings Movies online and integrating it with the tourism experince; it is probably one of the best online tourism execution I have seen in a long time...).  What is my perception of Air New Zealand? Well, probably the best culinary experience in the sky! Nice!!

Launching today, the campaign also features a blog on the latest trends in
New Zealand and a MySpace profile allowing people to share experiences of
the country. In addition, visitors have the opportunity to share their New
Zeal experiences with others. You can also explore interactive city guides and if you've been to New Zealand, share your picks of what's hot in the contemporary culture scene. Kiwi celebrities are sharing their own Top 10 lists (very cool!).  Users will be invited to submit inspiring photos, videos and words reflecting what New Zealand means to them. I think you'll agree it's a comprehensive website and is ideal for individuals wanting to get a more in depth look into the real New Zealand. Well done!

RealTravel.com, one of the top online travel websites is hiring...
This is a unique opportunity to join a growing best of breed company in sunny California, in the middle of happening Silicon Valley - however location is flexible. If you are interested, please contact the CEO Ken Leeder directly via email, and mention that you saw this opportunity posted on the Travel Internet Marketing Blog.  Please click here for the job description.