Mandates:
Develop opportunities to create incremental business
Increase local and regional exposure
Develop new tourism partnerships
Develop cost effective marketing and communication programs
Target common arts patrons and existing data bases to cross pollinate/promote
Generate revenue
Be creative, think outside the box – even get rid of the box!
Describe the purpose or mandate of your newly established tourism business or association or event and include a description of the product/services you provide.
Hamilton’s Fab Four is a new age marketing concept that was formalized in 2006 to include four of Hamilton’s key professional not-for-profit arts and cultural organizations. The mandate of this unique arts and cultural “pod” is to increase awareness and generate revenues and/or ticket sales through innovative marketing and communications. epresenting the four professional components of Hamilton’s arts and culture scene, the Hamilton Philharmonic Orchestra, Theatre Aquarius, the Art Gallery of Hamilton and Opera Hamilton have joined forces to form “Hamilton’s Fab Four”.
Hamilton’s Fab Four has formalized a partnership initiated several years ago to focus on joint marketing initiatives to increase ticket sales for the 2006 – 2007 season for each of the partners.
Hamilton’s Fab Four have created a coupon program that is being strategically distributed and fall/winter hotel packages in conjunction with local hotel accommodations plus regional advertising and public relations.
Each partner uses a unique identifier that ties the art form/genre with its organization on promotional material: “Music to Your Ears” - the Hamilton Philharmonic Orchestra, “Engage Your Imagination” - the Art Gallery of Hamilton, “Live on Stage”- Theatre Aquarius and “Stories that Sing” - Opera Hamilton. “Hamilton’s Fab Four is in its infancy,” noted HPO’s Julie Sutton-Yardley, “Each partner is enthusiastic and committed, so we’re looking forward to a successful season ahead.”
Provide examples of your collateral material or marketing strategies that you have adopted to attract tourists to your business, event or attraction since your formation.
It is often said that there is strength in numbers. Hamilton’s Fab Four has many common denominators including central downtown locations, seasonality of business, subscription base and a commitment to the collective. Hamilton’s Fab Four generated additional revenues and peaked the interest of both media and business partners during it’s first year as a formalized group. Each partner attracts visitors from generally the same feeder markets and is vying for the spending of similar demographics and vertical market segments. As all four members of Hamilton’s Fab Four are not for profit arts and cultural icons in the Hamilton area, they similarly struggle with availability of funding, or lack thereof, which increases the challenge and motivation to work collectively and find new ways to generate revenues.
Collateral/Marketing Material:
Press Release – “Hamilton’s Fab Four Join Forces” – Distributed August, 2006 to regional, local and national travel trade, media, arts and cultural publications and organizations
Fab Four Discount Coupon sample – 20,000 printed and distributed locally, regionally through chambers of commerce, business associations, tourist associations, events, trade shows, airport information centers and more
Press Release – “Hamilton’s Fab Four Creates a December Culture Cure” Distributed August, 2006 to regional, local and national travel trade, media, arts and cultural publications and organizations
Fab Four, Coop 1 Page, full colour advertisement – Experience Hamilton magazine, circulation 100,000+ via Tourism Hamilton channels
Winter/Spring Culture Cure weekend - created in 2006 for launching early 2007
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