Tourism Divisions

International Sales and Marketing

Canada and Overseas Marketing

VTC employs one full-time person and two in-country marketing representatives to manage Canadian marketing.  VTC also participates in the Capital Region USA, Inc. (CRUSA) tourism coalition comprising the Virginia Tourism Corporation, the Washington, DC Convention and Tourism Corporation and the Maryland Office of Tourism Development to market its tourism assets overseas.  The CRUSA coalition employs three marketing representatives and two public relations representatives who manage in-country marketing initiatives in the United Kingdom, Germany, continental Europe and Scandinavia.  CRUSA employs one full time executive director.

Canada and Overseas Objectives:

• Increase Canadian inquiries by 10%
• Increase overseas visitation and economic impact by 5%
• Leverage existing CRUSA budget by 60% through marketing partnerships

Canada Tactics:

Ontario managed by Discover the World Marketing (DTWM) on behalf of VTC:

• Sales Collateral Distribution VTC’s promotional materials will be distributed to authorized sales agents, media, and to the general public.  Additionally, DTWM will distribute promotional materials received from VTC’s clients
• Sales Calls/Seminars DTWM will perform a minimum of ten (10) sales calls per month.  They will also conduct a minimum of four (4) CAA training seminars per year The seminars will be conducted with one CAA office in four (4) key participating offices across the CAA Ontario network
• Familiarization Tours DTWM and VTC will plan and execute at least three (3) educational familiarization tours (FAM Tours) to include a group golf media FAM which will include 1-2 DTWM staff members, travel trade and individual media. 
• Consumer Shows DTWM and VTC will plan, coordinate, and staff trade shows.
• Promotions/Advertising DTWM and VTC will develop, manage, and evaluate a variety of promotional campaigns.  In addition, DTWM will assist with the implementation of a year- round advertising campaign for VTC
• Memberships DTWM will maintain membership in Travel Media Association of Canada (TMAC), VISIT USA, Association of National Tourist Office Representatives (ANTOR), and Society of American Travel Writers-Canadian Chapter (SATW) on behalf of VTC

Quebec managed by Communications Touristiques Internationale (CTI):

• Sales Collateral Distribution CTI will distribute VTC’s promotional materials to authorized sales agents, media, and to the general public.  Additionally, CTI will distribute collateral materials received from VTC’s clients
• Seminars/Sales Calls  CTI will perform a minimum of ten (10) sales calls per month and monthly seminars with travel trade 
• Familiarization Tours CTI and VTC will plan and execute at least three (3) educational familiarization tours (FAM Tours) to include CTI staff, media and individual travel trade for Virginia tourism suppliers. 
• Trade Shows CTI and VTC will plan, coordinate, ship brochures, and staff trade shows.
• Advertising  CTI and VTC will develop, manage, and evaluate a variety of promotional campaigns. In addition, CTI will assist with the implementation of a year-round advertising campaign for VTC