Where are you?
For Lisa LaVecchia taking on the role of president and CEO of the Ontario Tourism Marketing Partnership Corporation (OTMPC) is, she’s quick to admit, “a dream job” for her, so it shouldn’t be a surprise that her plan is to make the organization she now leads the top tourism marketer in Canada, reports Bob Mowat in this week’s digital edition of Canadian Travel Press.
In a recent interview, LaVecchia told CTP: “I’ve been here since 2013 as the VP of marketing and chief marketing officer and I’d always aspired to take the lead role so it’s a thrill to take part in this.”
She continued: “The vision I have is to continue to evolve where we’ve been going … but we’re a marketing organization and that requires you to stay on top of current marketing trends and the things that work and [the things that] don’t work.”
La Vecchia, who’s been in her new role since the beginning of 2017, told CTP that: “A big part of my vision is to be the greatest marketing organization across the country for tourism. To be ahead of all of those trends in marketing right now so that we can lead and be there for all of our partners in any way we can.”
But LaVecchia’s under no illusions as to the kinds of things that OTMPC will need to do to make that vision a reality.
“It’s a digital world,” she said. “And our team is quickly adapting to understand how to market most effectively for the greatest value and for the greatest result for any kind of digital initiatives that we undertake.”
She continued: “We’re very innovative. We try new things. We have been best and first in categories in the last couple of years. So my vision is really quite simple, it’s to continue to be the best marketer we can for our province and to drive visitation and growth.”
Recently Ontario’s Ministry of Tourism Culture & Sport consulted with a wide range of stakeholders to develop a strategic framework for tourism in the province and OTMPC clearly has a role in that plan.
For the full story, check out this week’s digital edition of Canadian Travel Press by clicking here.
