Canada Wilderness.com® provides advertisers with the ability to focus their message directly
at their target market. This is accomplished by narrowing the interest categories
through the website tiers or page levels.
Tier One - Home/Main Page This page is ideal for general advertising and travel messages.
The demographic and psychographic profile of most
visitors is complimentary to the marketing requirements of adventure travel related product
and service providers. Home is the primary website gateway
for the majority of people visiting and is accessed by the URL, search engine and
affiliate site links. It receives the highest number of page impressions.
Tier Two - Adventure, Canoeing/Kayaking, Eco Tours, Fishing/Hunting These pages narrow the area of interest and provide advertisers with the
opportunity to direct the message at their Target Market. Is your market
primarily hikers? Possibly it is canoeists, kayakers, fishers, hunters, or
skiers. If you provide goods or services in specialized areas, you are now
focused directly on the audience you want to reach. Page impressions may
be slightly lower than upper level pages. This helps to reduce costs without compromising
effectiveness, which, along with click-through rates, tend to be very high.
Reduced Marketing Expenses
The Internet provides companies with a cost effective way to
promote products and services. Advertising in traditional print media, such as
magazines, can be effective, especially in specialized publications, however,
costs are substantially higher to reach the same number of people. A well
designed and effectively placed banner creates brand awareness. The use of rich
media, such as Flash, can substantially increase click-through rates.
Specialization
Canada Wilderness.com® specializes
in Canadian wilderness travel only. Visitors arriving at the site
are not greeted by distracting offerings and services. They can go directly to
the information they desire - locating a wilderness tour operator or utilizing
effective website resources to complete their travel plans.
Demographics
Canada Wilderness.com® is
targeted primarily at the US, European, and South-East Asian market. In fact, since the launch of the
site in December 2000, 45% of visitation comes from the United States and
almost 8% from Europe. Canada also represents a substantial market for site
visitation and is included prominently in the media plan.
A high percentage of people utilizing outfitter services in the fishing and
hunting categories are American. The number of travelers from the US to Canada
increased by 3.2 percent to 13,741,000 through January to October 1999.
(Source: Canada Tourism) Over 30 percent of Americans now utilize
on-line travel services. (Source: Plog Research, Inc.)
The European market growth is high especially in relation to activities such as
Eco and Adventure travel. There was a 3.84 percent increase in European travel
to Canada in 1999 over 1998 growing to 1,944,136 visitors.
(Source: Canada Tourism)
Promotion
Canada Wilderness.com® has
established numerous affiliate partnerships with industry leaders via link exchanges
and cross-promotion initiatives. An aggresive search engine/ Internet directory
optimization strategy is paying off - the site is receiving referrals from all
major search engines. In addition, a proportional percentage
of listing and banner advertising revenue is reinvested into promoting the
website. Strategy is now more focused on the Internet and large on-line travel sites. Site popularity and visitation are growing at an impressive rate. There are over 1,500 websites that link to CW and over 50 search terms are in the top ten of major search engines.
