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Cultural Tourism & Marketing Strategy Saskatoon March 2007

Source: www.tourismsaskatoon.com
Topic: Marketing Strategy

Sort Desciption: This Cultural Tourism and Marketing Strategy is one of six projects approved under the. federal program. It provides the City with a significant opportunity ...

Content Inside: S A S K A T O O N S A S K A T C H E W A N A C U L T U R A L C A P I T A L O F C A N A D A Cultural Tourism & Marketing Strategy Saskatoon March 2007 Cultural Tourism & Marketing Strategy for Tourism Saskatoon and City of Saskatoon Made possible with funding support from: March 2007 TABLE OF CONTENTS E XECUTIVE S UMMARY . 1 Strategic Recommendations .2 Project Background.3 Culture in Saskatoon.5 Cultural Tourism in Saskatoon .6 External Research Summary .8 Internal Research Travel Trade.8 Internal Research Working Groups.9 Internal Research Presentation of Strategy & Creative .12 Conclusion .12 M ETHODOLOGY . 13 Phase I External Research of Best Practices .13 Phase II Consultations with Other Project Leaders.13 Phase III Internal Research Working/Focus Groups.14 Phase IV Draft Strategy and Preliminary Creative.14 Phase V Report Back and Final Strategy.14 S TRATEGIC R ECOMMENDATIONS . 15 Strategy #1 .15 Strategy #2 .18 Strategy #3 .19 Strategy #4 .21 Strategy #5 .22 Strategy #6 .23 Strategy #7 .24 Strategy #8 .25 Strategy #9 .27 Strategy #10 .28 I NTERNAL R ESEARCH . 29 Introduction .29 Summary of Working Group Sessions.30 Summary of Travel Trade Interviews .39 Presentation of Draft Strategy & Preliminary Creative.41 Conclusion .42 E XTERNAL R ESEARCH . 43 Study Review and Interviews .43 Summary of Report Highlights .44 A PPENDIX A. 65 Municipal Support.65 A PPENDIX B. 67 Bibliography .67 A PPENDIX C. 70 External Research.70 A PPENDIX D. 85 Working Group Participants .85 A PPENDIX E . 88 Travel Trade Survey Respondents.88 A PPENDIX F I MPLEMENTATION T IMELINE . 89 T HIS P AGE I NTENTIONALLY L EFT B LANK EXECUTIVE SUMMARY Saskatoon a Cultural Capital of Canada. This was the vision of Saskatoons City Council and Administration in its application to the federal government in 2004 when it pursued recognition as a Cultural Capital of Canada. In 2006 Saskatoon was awarded the highest contrib ...

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