Tourism stakeholders eye innovative marketing

Sackville will need to 'stand out' from the crowd as it looks for new ways to attract more visitors to the region.
And that's just what the town's new tourism advisory committee is setting out to do as it works on an innovative marketing strategy aiming to set the community apart from others.
"Sackville is a unique town and it is the committee's view that we should emphasize these positive differences in a unique way," says Graham Watt, a local marketing consultant and a member of the tourism advisory committee.
Watt, who designed the unique doctor recruitment brochure now being used to attract new physicians to Sackville, says he would like to see the town continue in that same direction, using a relaxed and reflective tone to get the message out.
"We think Sackville has many abstract little qualities that appeal to a certain kind of person. It's a kind of haven for these people."
Targeting those visitors - who would enjoy Sackville's leisurely pursuits, great music and conversation - would be the aim of the advertising campaign.
"To reach those people with limited funds requires campaign executions that are different than traditional tourism campaigns. We don't want to blend in with the others because, quite honestly, we're not like the others."
Watt says most tourism campaigns for small towns "want to be everything to everybody."
The Sackville approach, however, would be to emphasize the Sackville 'feeling," the excitement the town generates.
"We want each piece to feel almost like a personal letter or invitation; a feeling that makes it OK for them to come and enjoy our little town," Watt explained.
No, Sackville doesn't have thrilling roller-coaster rides or exciting bungee jumps, but what it does have, Watt points out, is over 300 kinds of bird who come to visit; a heritage that spans tall ship building, farming, and designing and building cast-iron stoves; the oldest art museum in Canada; an arts and culture scene that has gained notoriety throughout the world; and so much more.
"We have many wonderful facets to this town . . . we're after people who love this stuff."
Coun. Virgil Hammock says he couldn't agree more.
"It's a good way to go and it sets us apart," he told the committee members, who made a presentation to town council during its regular monthly meeting on Oct. 15.
The tourism advisory committee, formed earlier this year, is a community group established by the town's tourism department to bring expertise and interest to the table.
Committee chairman Ron Kelly Spurles, creator of the well-loved Festival by the Marsh, says since its formation, the group has completed a detailed tourism development workbook, discussed and created the basis for a new marketing approach, are planning a new customer service/tourism training program, and have considered the overall vision and direction for tourism in Sackville.
Along with Spurles and Watt, the committee consists of Ron Toogood and Rick Cann (Coastal Inn), Gemey Kelly (Owens Art Gallery), Heather Gilbert-Patterson (The Crofter Gifs & Flowers), Barry Dane (Marshlands Inn), Cathy Keeling (Bridge Street CafÉ), Michelle Strain (Mount Allison administration), Vanessa Bass (Tantramar Heritage Trust), Rebecca MacLean (manager of rec programs and special events), Virgil Hammock (tourism liaison councillor), and Rebekah Cant (acting director of community economic development and tourism).
"I think this is such an impressive make-up and a good cross-section of people," Coun. Merrill Fullerton said.
Strain, director of administrative services at Mount Allison University, says Sackville certainly has a lot to promote with tourism offerings growing every year in the community.
Expansion of the Campbell Carriage Factory museum, a rise in events like Sappy Fest and the agriculture field days, a significant increase in conference numbers at Mount A, creation of the music barn, an expanded farmers market, restaurants and cafÉs expanding, the town's Cultural Capital designation, and the growth of theatre events, are all major feats in today's tourism market, she says.
In a year that New Brunswick's major attractions have seen noticeable declines in visitations, Sackville has held its own, she points out.
"Sackville has demonstrated initiative, passion and partnerships that have created major strengths in the tourism sector despite changing and difficult times in New Brunswick's tourism industry," Strain said.