Spend money to make money

“It’s a state of emergency,” said Wendy Wacko, owner of Mountain Galleries, at last week’s monthly Jasper Tourism and Commerce (JTC) meeting, of the current economic climate and its foreseeable impact of Jasper’s tourist season.

Wacko said she wanted to see everybody, including tradesmen, come together to support the town and commit to the spring and summer marketing campaign that is being put forward by JTC in an effort to keep Jasper on the map over the summer which is projected to be quieter than usual.

“We have to be anticipating a slow down,” said Gloria Keyes-Brady, a member of the JTC marketing committee. “We already know that we’ve seen some decreases across the board and all projections across the country are for reduced visitation.”

“We’ve always had our information and awareness out there for spring and summer but because of the current economic environment we know that we have to do more work in our regional market,” she said, adding that this campaign is being launched in addition to JTC’s year-round marketing.

“This is over and above the ongoing marketing plan, this spring/summer campaign is an add-on,” Keyes-Brady said. “It’s a special campaign that will drive markets to our website, the businesses can develop their own programs and specials if they want and be tapped into directly for bookings.”

For Wacko and Keyes-Brady, this is a crucial marketing campaign for Jasper as a destination and for each business so that Jasper can maintain its market share in Edmonton, Red Deer, Calgary and Saskatchewan.

“Right now, more than ever, our spring and summer campaign is very, very important,” said Wacko.

“I think it’s really important to get out there into our regional marketplace,” said Keyes-Brady. “If we’re not there, you can expect that other destinations will be and we will lose whatever market share we have.”

Keyes-Brady said details of the campaign are yet to be finalized as they are still hoping there will be more support from local businesses. While billboards and radio spots will be key advertising mediums, ultimately the campaign aims to draw tourists to JTC’s website where smaller businesses can have their own advertisements which will offer their programs and specials to the world.

“What happens is they become part of the bigger campaign but when somebody comes to the website there will be a spot there that says, ‘Okay here’s the specials for Jasper’, click on the specials and there you are,” said Keyes-Brady.

In a report tabled at the meeting, the marketing campaign is only halfway to reaching its total budget of $80,000, which will be matched by Canadian Rockies Tourism Destination Region or Travel Alberta.

Wacko urged all small business owners, like herself, to get on board with the campaign. “As a small business owner, I’ve got to budget so that I can contribute in the overall campaign, because the big message that the [JTC] is going to get out to our local markets is an important one and it’s certainly not something we can do one by one alone,” she said.

The campaign is set to start on May 1 and run until July 31, which is another reason the regional market is being focused on, because it is the market “that has the best capabilities of reacting short term,” according to Keyes-Brady.