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Wednesday, May 3 • 15:25 - 16:15
Tourism Victoria Panel: Digital Marketing for Today’s Traveler

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In this panel discussion led by Tourism Victoria President & CEO Paul Nursey, we will be covering the topic of digital marketing for today’s traveler. Scott Meis of Clipper Vacations, Dan Dagg of Hot House Marketing, Chris Long of the BC Ale Trail and Michelle Butterfield of Tourism Victoria will weigh in on tactics for reaching and engaging with remote audiences at every stage of the consumer journey, with a focus on digital marketing as the medium.

Chris will speak to the benefits of passions-based marketing and leveraging these interests as travel motivators. Michelle will weigh in on the importance of active social listening, and how using these insights to analyze consumer trends leads to the optimization of meaningful content. Scott will cover the significant impact of a content-focused marketing approach, while Dan will provide you with key takeaways on how to generate effective and impactful ad creative with your target traveler in mind.

You will leave this discussion with tools and examples that will help you succeed in the digital space. This panel will provide you with tangible strategies to connect you with your target audiences on a personal level, using smart marketing tactics to increase conversions and drive customers down the path to purchase. 



Moderators
avatar for Paul Nursey

Paul Nursey

President & CEO, Tourism Victoria
Paul Nursey joined Tourism Victoria in January 2014. He is an experienced and respected senior tourism leader and progressive tourism marketing, strategy and branding expert with 20 years of tourism-related leadership and management experience. He has held leadership positions with the Canadian Tourism Commission, Rocky Mountaineer Rail Tours, Mount Seymour Resorts and Tourism Vancouver - the Greater Vancouver Convention and Visitors Bureau. Widely regarded as one of... Read More →

Speakers
avatar for Michelle Butterfield

Michelle Butterfield

Content Marketing Specialist, Tourism Victoria
Michelle is Tourism Victoria’s content marketing specialist. She is passionate about creating and delivering strong content strategies through data-driven, creative inbound marketing and content development. | | She knows that authenticity is the name of the content game, and works with Tourism Victoria and industry partners to identify key target markets and deliver strategies that will intuitively guide customers down the path to purchase. Since joining the team at Tourism Victoria in 2015, Michelle has increased social media engagement and blog traffic by 400% and significantly grown Tourism... Read More →
avatar for Dan Dagg

Dan Dagg

President, Hot House Marketing
Dan is the president of Hot House Marketing, one of Victoria’s top advertising agencies with a staff of thirteen and a client base that includes local, regional and national clients such as Monk Office, The Oak Bay Marine Group, DC Bank and Tourism Victoria. A UBC graduate, Dan is also a Certified Advertising Agency Practitioner through the Institute of Canadian Advertising Agencies and a trained facilitator of the Pacific Institute's Investment in Excellence program. He is the former Executive Vice-President and Director of Client Services at Copeland Communications. At Copeland he acted as the lead planner for clients such as Thrifty Foods, Pacific Coast Savings Credit Union, the Times Colonist newspaper, BC Ferries, Royal Roads University and a multitude of other clients. Dan is the Vice-Chair of the Greater Victoria Chamber of Commerce and is the Founding Chair of the South Island Prosperity Project... Read More →
avatar for Chris Long

Chris Long

Project Manager, The BC Ale Trail
Chris Long is a project manager working at The Number, a Victoria-based creative agency that focuses on brand, web, video and strategy. Deeply connected to cultural initiatives and independent business across BC, Chris and his team at The Number are responsible for rolling out BC craft... Read More →
avatar for Scott Meis

Scott Meis

VP Marketing, Clipper
Scott joined Clipper as the VP of Marketing in October 2015. He leads a whip-smart team of four, guiding Clipper’s overall marketing, advertising, creative design, branding and engagement strategy. Scott has a deep passion and expertise in brand storytelling, using data to power targeted creative, social and editorial content strategy. Prior to joining Clipper, Scott spent... Read More →


Wednesday May 3, 2017 15:25 - 16:15
"C" Salon Victoria Conference Centre