{"id":19430,"date":"2022-04-06T18:18:09","date_gmt":"2022-04-06T16:18:09","guid":{"rendered":"https:\/\/www.travel-insight.fr\/etudes-de-cas\/trade-marketing-strategy-for-gvq-canada-in-france\/"},"modified":"2024-09-03T10:45:30","modified_gmt":"2024-09-03T08:45:30","slug":"trade-marketing-strategy-for-gvq-canada-in-france","status":"publish","type":"etudes-de-cas","link":"https:\/\/www.travel-insight.fr\/en\/etudes-de-cas\/trade-marketing-strategy-for-gvq-canada-in-france\/","title":{"rendered":"Trade marketing strategy for GVQ Canada in France"},"content":{"rendered":"\r\n
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Customer Brief<\/h3> \n\r\n\r\n \n

Groupe Voyages Qu\u00e9bec<\/strong> – Recognized as Quebec’s leading tour operator and incoming agency since 1979, Groupe Voyages Qu\u00e9bec is a creator and provider of unique experiences.\nThe tour operator employs over 200 people across Canada and in France, with its head office in Quebec City.\nGroupe Voyages Qu\u00e9bec offers more than 2,300 departures a year to travelers wishing to discover the four corners of the globe, thanks to its tours, stays, escapades and cruises, offered in accompanied groups or as individual packages.\nGVQ Canada is the inbound department, in charge of all French and international customers. <\/p> \n\r\n\r\n \n

Historically established in Quebec, its professional sales and marketing development in the French market is essential to ensure its business and sales performance.<\/p> \n<\/div>\r\n<\/div>\r\n\r\n

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The agency’s response and actions + qualitative results<\/strong><\/h3> \n\r\n\r\n \n

To deal with the health crisis and the closure of Canadian borders, an action plan was drawn up in collaboration with the Quebec City office: partnerships with OTAs, organization of trade missions and meetings with decision-makers from distribution networks, tour operators and OTAs, TOs and negotiations with Canadian product managers, sharing of sales arguments with the sales force and promotion of the GIR and group programs offered by GVQ Canada, implementation of a communications plan to roll out the Vacances Air Canada brand in France.\nObjective: Establish the brand’s positioning on the French market and refer products to tourism operators. <\/p> \n<\/div>\r\n<\/div>\r\n\r\n

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Action details<\/strong><\/h3> \n\r\n\r\n \n
  • Develop new sales opportunities and identify needs<\/li> \n
  • Implement strategies, monitor and identify opportunities to increase business volume<\/li> \n
  • Deploying the GVQ Canada and Vacances Air Canada brand in France<\/li> \n
  • Draw up a strategic plan for the market to be developed using the S.W.O.T matrix <\/li> \n
  • Implement an action plan based on Air Canada Vacations’ and GVQ Canada’s strategic plan for target markets.<\/li> \n
  • Bring the sales plan to life in line with corporate strategy <\/li> \n
  • Increase customer base while retaining existing customers<\/li> \n
  • Participate and represent Air Canada Vacations and GVQ Canada at market-specific events<\/li> \n
  • Help define sales targets and implement the strategic plan<\/li> \n
  • Participate in and organize familiarization tours with the Quebec City office<\/li> \n
  • Collaborate and strengthen relationships with various Air Canada offices <\/li> \n
  • Supervise GVQ Representatives and Delegates working in France<\/li> \n<\/ul>\r\n\r\n \n

    Marketing<\/strong><\/strong><\/h3> \n\r\n\r\n \n
    • Support the Marketing Director and target actions through the various European networks, TOs and group operators<\/li> \n
    • Develop, implement and monitor the marketing plan and budget for the French market<\/li> \n
    • Organizing B2B and B2M events<\/li> \n
    • Set up media bank and main contacts with journalists<\/li> \n
    • Event sponsorship with Air Canada <\/li> \n<\/ul>\r\n\r\n\r\n
      \u00a0<\/div>\r\n\r\n
      \r\n
      \r\n

      D\u00e9tails des actions<\/strong><\/h3>\r\n\r\n\r\n\r\n
        \r\n
      • D\u00e9velopper de nouvelles opportunit\u00e9s de ventes et identifier les besoins<\/li>\r\n
      • Mise en place de strat\u00e9gies, faire de la veille et identifier des opportunit\u00e9s dans le but d\u2019augmenter le volume d\u2019affaires<\/li>\r\n
      • D\u00e9ployer la marque de GVQ Canada et Vacances Air Canada en France<\/li>\r\n
      • \u00c9laborer le plan strat\u00e9gique du march\u00e9 \u00e0 d\u00e9velopper selon la matrice S.W.O.T\u00a0<\/li>\r\n
      • Mettre en place un plan d’action selon le plan strat\u00e9gique de Vacances Air Canada et GVQ Canada selon les march\u00e9s cibl\u00e9s<\/li>\r\n
      • Faire vivre le plan de ventes en lien avec la strat\u00e9gie de l\u2019entreprise\u00a0\u00a0<\/li>\r\n
      • Augmenter la base de clients tout en fid\u00e9lisant les clients actuels<\/li>\r\n
      • Participer et repr\u00e9senter Vacances Air Canada et GVQ Canada dans les \u00e9v\u00e9nements selon les march\u00e9s<\/li>\r\n
      • Participer \u00e0 d\u00e9finir les objectifs de ventes et d\u00e9ployer le plan strat\u00e9gique<\/li>\r\n
      • Participer et organiser la mise en place les tourn\u00e9es de familiarisation avec le bureau de Qu\u00e9bec<\/li>\r\n
      • Collaborer et renforcer la relation avec les diff\u00e9rents bureaux d’Air Canada\u00a0<\/li>\r\n
      • Superviser les Repr\u00e9sentants et D\u00e9l\u00e9gu\u00e9s de GVQ travaillant en France<\/li>\r\n<\/ul>\r\n\r\n\r\n\r\n

        Marketing<\/strong><\/strong><\/h3>\r\n\r\n\r\n\r\n
          \r\n
        • Supporter le directeur marketing et cibler les actions \u00e0 travers les diff\u00e9rents r\u00e9seaux, TO et groupistes europ\u00e9ens<\/li>\r\n
        • \u00c9laborer, d\u00e9ployer et suivre le plan marketing et budget pour le march\u00e9 fran\u00e7ais<\/li>\r\n
        • Organiser des \u00e9v\u00e9nements B2B et B2M<\/li>\r\n
        • \u00c9laborer la banque m\u00e9dias et principal contacts avec les journalistes<\/li>\r\n
        • Sponsoring d’\u00e9v\u00e9nement en collaboration avec Air Canada\u00a0<\/li>\r\n<\/ul>\r\n<\/div>\r\n<\/div>\r\n\r\n\r\n\r\n
          \u00a0<\/div>\r\n","protected":false},"excerpt":{"rendered":"

          Business development mission for GVQ Canada with tour operators and group operators, and implementation of the communication strategy for Vacances Air Canada on the French market.<\/p>\n","protected":false},"featured_media":14632,"parent":0,"menu_order":0,"template":"","etudes_de_cas":[],"etiquettes_etudes_de_cas":[],"influence":[],"trade-marketing":[],"relations-presse":[],"social-media":[],"brand-content":[],"branding":[],"class_list":["post-19430","etudes-de-cas","type-etudes-de-cas","status-publish","has-post-thumbnail","hentry","entry"],"acf":[],"yoast_head":"\nTrade marketing strategy for GVQ Canada in France – Travel Insight<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.travel-insight.fr\/en\/etudes-de-cas\/trade-marketing-strategy-for-gvq-canada-in-france\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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