Tourism Fernie 2025 Annual Report
Seasonal Destination Campaign – Fernie Fills My Cup Fernie Fills My Cup is an annual special promotion to drive incremental stays( min 2-3 nights) during a quiet period of year.
Incentive: 2-night stays booked directly with any Tourism Fernie member accommodator could qualify for $ 75 in local gift cards for a retail business, 3-night stays could qualify for a $ 125 local gift card. All qualifying stays would also receive a unique‘ Fernie Fills My Cup’ branded tin mug. The promotion was valid for new individual leisure bookings for stays between October 13 – November 16, 2025.
Local accommodators were asked to help actively promote and have the promotion as a bookable‘ Fernie Fills My Cup’ package on their websites and / or via social channels. The intention was for more easily trackable bookings and to reduce submissions from group bookings( which weren’ t permissible).
The offer was promoted via:
• Avenue Calgary designated newsletter( 100 % share of voice) and an Instagram post
• 10-day radio campaign on 101.5 TODAY Radio Calgary
• 5-week long advertising on Meta & Google
• Tourism Fernie’ s own social media channels and consumer newsletter Results: 52 qualified bookings with a total of 140 nights I Avg. length of stay 2.7 Tourism Fernie gave out gift cards for 36 local retail businesses in a total value of $ 4,800.
50 Report for 12 month fiscal period of January – December, 2025