“La Forêt de Mon Pere” is a Belgian film exploring the difficult and painful effects of mental illness on a family.
Jimmy (Alban Lenoir) is married with a wife and three children including 15-year-old Gina (Léonie Souchaud). Initially Jimmy seems eccentric as we first encounter him sitting up in a tree in the forest with his daughter Gina. He is inciteful and very attuned with the forest. A regular likeable guy. But his behaviour becomes more eccentric and indicative of some serious mental illness so his wife takes Jimmy to a psychiatric hospital for evaluation and for what she thinks is a rest. It may well be she has committed him.
The short rest turns into days and his wife Carole (Ludwine Sagnier) and children miss him but there are no indications he will be returning soon. It would seem Jimmy is psychotic. Witness the cruelty and rigidity of this psychiatric institution where visits and interactions are restricted presumably for the “patient’s good”. The institution likes to keep Jimmy highly sedated so as Gina and her boy pal Nico break into the institution to rescue him Jimmy is so heavily sedated he is going nowhere.
At this point Gina realizes the extent of her father’s illness and breaks into sobs.
Jimmy did show up one afternoon at home to the delight of his family and on the spur of the moment decides to go on a two-day family vacation but increases the speed of the car the family is in then says he is going to kill them all which he does not as his family sings him a song that calms him down. Upon returning home the police are waiting for Jimmy to forcibly take him back not even having the decency to let his family say good-bye.
Mental illness can be cruel to its sufferer but it can be sometimes even crueller to the family and community.
While all indications Jimmy is lost in the forest of his mind Gina retains hope that he will return.
The acting is spot on with a solid cast. An impressive and sensitive effort of novice feature film director Vero Cratzborn. This 2019 ninety-minute Belgian film is in French with English subtitles, The 2021 Canadian European Union Film Festival is virtual and runs from November 12-28. You can check out the Festival’s website at https://www.cfi-icf.ca/euff
The 2021 Canadian European Union Film Festival goes virtual this year which means Canadian’s coast to coast can all attend.
“Chasing Unicorns” is both a satirical and comedic journey on the attempts of Estonians Õie (Liisa Pulk) and Tõnu (Henrik Kalmet) to create a start up that will make them wealthy. Given that there are over 500 start ups in Estonia and that Skype was an Estonian start up anything seems possible.
Õie is a former CFO of an Estonian bicycle helmet manufacturing plant. She has just been promoted to CFO but sexually harassed by her CEO she quits and pairs up with Tõnu a repeat start up failure in an attempt to create an algorithm that will create a self drive bicycle. The only initial capital they have, besides their dreams and ambitions, is € 2,500 from Õie’s father.
The framework of the film sets the 5 factors for a start-up that will make its creators wealthy;
Idea
Prototype
Investors
Bigger Investors
Exit (selling your start up and making a fortune)
The film follows the steps that Õie and Tõnu follow and the characters they encounter are often bigger than life if not caricatures. Bankers, venture capitalists, investors, lawyers and all manner of hustlers all looking for a cut on the big payoff day.
Their initial sales manager Norris is a bit of a comical character full of hot air and bravado but essentially an incompetent but he provides comic relief.
As they climb up the chain of success the investors and venture capitalists become more ruthless and less comedic. Off they head to San Francisco and the Silicon Valley to realize their Muskian dreams. They do find an organized sales manager in San Francisco that wants a huge fee of $450,000 to promote their deal and bring investors in. He needs the money to rebuild his heliport at his Aspen winter home!
While some of the characters they run into are greedy and ruthless some are bigger than life deserving of a hearty laugh.
Then they get a $20,000,000 offer to buy their company and they accept but having shoddy legal representation they agree to a 4 times liquidation preference meaning investors are paid off 4 times their initial investment leaving them with nothing or less than nothing as they have a €3,600 legal bill to pay. Was all this for nothing?
For Õie not really as she has made contacts and receives lucrative offers to stay with the lead venture capitalist to head up their Estonian office and from an Estonian bank to turn the now bankrupt bicycle helmet factory into a powerful international manufacturing enterprise. But there is Tõnu who has moved on to a new start up being creating a robotic dog.
What is Õie going to select as her future option? Given her taste for possibilities of fabulous wealth and her drive and ambition I think I know where she is heading. And her father’s €2,500 investment in their company is now rewarded with a $250,000 payout.
If you think Estonia is bush league in film production you are dead wrong. This is an eye-opening biting sarcastic and educational look at the life of an Estonian start up. It is highly professional, creative and well acted.
It is a 2019 film directed by Rain Rannu with a great Estonian classical, traditional and hip-hop soundtrack. Thoroughly enjoyable and with a perspective and sese of humour you will not find in an American film.
The 2021 European Film Festival runs from November 12-28th. You can check out the website at https://www.cfi-icf.ca/euff
Now if you look on the internet about being a golf Marshall the conclusion of aggravated golfers would be you have to be white, retired, overbearing and ill mannered. Pardon me what a load of bullshit! Do not let a few angry and pissed off golfers create an impression of negativity. I see so few internet-based comments thanking the Marshall for the critical function of keeping the pace going in a non-confrontational and polite way. In seven months of Marshalling, I have not received any negative comments. In fact, the comments have been all positive thanking me for my efforts to keep the pace at an acceptable level that make the golfing experience enjoyable.
Getting hired was easy. Submit a resume that shows in some way you have handled complicated situations and have good problem-solving abilities if you have no past Marshalling experience it helps to communicate that you are a golfer and know the course you are going to Marshall at well. In my case I have been golfing since I was 6 years old and had been playing the course I Marshall at for some 35 years. Between you and me if there was ever a professional event held at my course I would be the caddy of choice because I know, or I thought I knew, every angle and strategic approach to every hole.
So before you apply can I give you a bit of a primer on the skills and personality you’ll need to succeed and ENJOY your Marshalling experience?
You are a golfer: You are a golfer who loves the game. You have a good idea what a Marshall does. However you’d like to learn more and would welcome a training session on course so you can gain a better idea of what is expected of you.
You know the course: It helps if you know the course. All the Marshalls at my course have played the course for years. Knowing the course well is an asset as you may be asked by golfers new to the course how they should play the hole. Of course the more times you have played the hole theoretically the more astute your advice will be.
You have a desire to learn: No one is born a golf Marshall. Perhaps the only experience you have is being asked to speed up or phoning the Pro-Shop to complain about a jam up. Wait for the Marshall to arrive and explain the situation. You’ll pick up experience in your training session(s) and on the course as you see the type of problems you encounter. Dealing with the week-end pot heads and boozers and the often-clueless juniors. You’ll also learn from golfers and fellow Marshalls what they have encountered and how they deal with it.
You will have to follow the chain of command: I hate to say this you are on the low end of the golf club power structure. If you are paid at all the groundskeepers, garbage collectors and toilet cleaners are making more than you. And as a Marshall you’ll realize you have the best overall picture what is happening on the course but on the other hand you can’t be everywhere at once and occasionally the Pro-Shop will receive a complaint about slow play far away from where you are. That’s kind of like a slap in your face but treat it simply as another source of intel and even if you are in the middle of fixing up a jam elsewhere the Pro-Shop calls the shots as illogical as that may be. They are higher up in the power structure than a Marshall is. So it is best to say “Yes Master” and clean up what they but not you see as a priority.
You have a thick skin: If you do get gaff from a golfer simply smile and say you will try and address the problem. If you are subject to racist slurs like “Shove your fucking white head your ass” recognize these racists for the idiots that they are and report it to the Pro-Shop to deal with. Do not show hostility or anger lest you offend the “patrons” however big these assholes are.
You love chatting with golfers: Aside from hustling golfers along to the Gods of Pace you are a bit of an ambassador at a cocktail party saying hello and exchanging pleasantries. Establishing a human connection will pay dividends if you must hustle the people you have established a relationship with. My job starts as soon as I get out of the car and head to the course. As an introvert what has overcome me. “How was your game today?” “Are you looking forward to your game? “Suddenly Mr. Introvert has been transformed into Mr. Extrovert! But there are some golfers who really aren’t interested in chatting so you should be able to pick up on that and move on.
You realize there is some paperwork involved: For me it is an hourly recording of 9- and 18-hole times, course condition reports and interactions with golfers. This is the tool that management determines the pace and what you have done to get it running smoothly.
You are prepared to be thrown off track: Don’t assume that your role is solely on the course. On occasion you may be asked to ferry late golfers to their group, take first aid supplies to an injured golfer or take handicapped golfers to their car.
You realize you are part of a team: There are groundskeepers, starters, maintenance staff, Pro-Shop employees and cart girls you need to keep good relations with. They are valuable sources about learning about how a golf course operates. They are also human beings that like chatting with you about their concerns. In fact the cart lady and I had a chat about her Serbian place of birth which I had visited and she was so thrilled I get a bag of peanuts each day she is on the course.
Try and maintain your sense of being treated with respect: While it is not a good idea to criticize golfers if the starter tells you “To get your ass up here now” or a maintenance worker calls you an idiot for zipping down a hill on your cart this is unacceptable behaviour but it must be treated in a non-confrontational fashion and as you are a retired white man that should have his head up your ass you made it to retirement being able to handle unpleasant situations.
Show a sense of humour and show empathy and compassion: I will say it becomes easy to see a forlorn golfer and when I see this I will often say “Here is a Marshall blessed golf ball or tee and it will bring you luck!” One golfer I said this to came up to me and profusely thanked me for giving him a Marshall blessed ball saying he had then picked up his game with three pars and two birdies and could I bless a box of balls for him. A young lady I gave a pink ball which I said had to be used on the short par three 15th gushed to me she scored the first birdie in her life with it. On Halloween I plan to give out candy to golfers. Small gestures can go a very long way! And yes it shows yet again a golf Marshall can make life better!
You are not in it for the money: I can’t say why you are interested in a job that pays miserably low wages if any. All the Marshalls at my course joke about the “wages” but enjoy the “free golf” which at my course is not really free as your salary of minimum wage is half minimum wage plus a round of golf for each shift included as a taxable benefit of your salary. In effect if you don’t play your “free golf” you are losing money.
This 2021 Irish documentary perhaps has done wonders with a person that had little tolerance for improvisational dance. That person is me.
The documentary directed by Pat Collins in a very hands-off fashion chronicles the creation and rehearsal of an Irish production of improvisational dance by Irish choreographer Michael Keegan-Dolan and his dance troupe of 12 international dancers and seven musicians from the European classical collective stargaze with Irish traditional concertina player Cormac Begley. They have 8 weeks to prepare for a new production to be shown at the Dublin Theatre Festival.
Choreographer Keegan-Dolan makes it clear to the musicians and dancers he has no goal in mind that he demands from the dancers and musicians. The production will be from their creativity. He cobbles together a series of independent numbers into a coherent production inspiring and listening and then advising as opposed to directing which for him is true improvisational dance.
At times it is painful for less than an ardent supporter of improvisational dance to see the seemingly bizarre twitching’s that resemble more of a movement disorder than dance. Throughout the rehearsal footage I am getting a bit impatient and feeling somewhat justified improvisational dance is simply silly and overdone free form. I will freely admit while not awed overjoyed with what I see I gradually start to appreciate the skills, dedication and determination of the dancers and musicians. However as a writer and poet I begin to see this improvisational dance is an art form that may surpass film where there is a script, a ballet which is pre choregraphed by a director or a classical concert where the musicians are reading a sheet of music. The improvisational dancers have a blank slate and create a work of art that I might say I am a bit cool about. But my opinion about improvisational dance begins to change when I see the bits of opening night with the proper lighting and costuming. Keegan-Dolan and his musicians and dancers clearly have created a masterpiece of which I would gladly see. Oh my I am starting to blush!
Alright the documentary has moved me from detractor of modern dance to one who appreciates it. I can’t believe what I am about to say perhaps I even like it. Keegan-Dolan and director Pat Collins have either messed up my mind or straightened me out but one thing is that I can’t go back to my dislike of improvisational dance. I have moved forward but to where I am not sure. If such a documentary can lead this horse to water and make it drink does that not speak to its power?
It recently premiered at the BFI 2021 London Film Festival and will no doubt show up virtually or actually at your doorstep. You can see the trailer here https://vimeo.com/568064286/c62d7dd267
Attending Port Wine Day years ago in Porto in Portugal I recall a French marketing guru saying Port is a luxury product at a discount price. I couldn’t think of a more appropriate description. Why is this so? I think Portheads are less in abundance than Potheads and given there are now more cannabis stores in Toronto than Liquor Stores perhaps that truism is staring us in the face.
So what about this Warrior Port? Who are the Portuguese attacking here? Perhaps your tastebuds?
An intense black cherry colour. A massive nose of blueberry and blackberry assaulting your olfactory senses like a tidal wave taking no hostages. You will never get this intensity in a red table wine. On the palate this is a Ferrari of a wine unless we are back to “Ford vs. Ferrari” in which case we might say a “Ford of a Wine” however given the state of Ford vehicles these days that would be an inappropriate statement! I wonder if Matt Damon drinks Port?
Sorry for veering off the racetrack but on the palate a huge wallop of “spirit infused” grape and not the spirit fortifying the Port but the spirit of the dedicated wine making team that put this gem together. For excellence and intensity, the Warrior can only lead to one conclusion that it is out to capture your tastebuds.
Yes a decade ago I was one of those wine drinkers who really never gave much thought to Port until in 2013 I was invited to Portugal to taste this magical liquid and well the rest is history. I am now a knight in the Confrairia do Vinho do Porto. Yes that is the Order of Port Brotherhood. Unfortunately I have yet to find the right castle in Portugal. But I am working on it!
Now as legend goes consume Port with old gizzards in the club with a cigar and blue cheese. I dislike blue cheese although I am an old man who loves freshly rolled Cohibas which I simply can’t find in Toronto so I say based on the wonderful people from Sogrape in Portugal who took me to the restaurant at the Bolsa (old Stock Exchange) in Porto for rare Portuguese ox with Port and let me tell you forget the blue cheese and cigars and pair this with a rare Prime Rib! Little did I suspect I would be enthroned as a knight in the Confrairia at the Bolsa a few years later! My job is to uphold the dignity of Port. Easy Peasy here my friends. I have had a 125-year-old Port which still had decades to go. I would say if you like Port this will last into 2035 with ease. Given I am an old man I have been building a Port corner in my wine cellar for my children and grandchildren.
Please don’t be like me and wait too long to appreciate Port. The English upper classes used to buy “pipes of Port” for their grandchildren to consume when they reached the age of majority. I am up to 40 bottles ready for future progeny. Should I be sad about this? No. My duty as a knight in the Confrairia will hopefully be passed on to the budding future generations as I lie in the special section of heaven allotted for the knights that lived and supported Port.
(Warre’s Warrior Port Finest Reserve, Symington Family Estates, Villa Nova Gaia, Portugal, $19.95, Liquor Control Board of Ontario # 197202, 750 mL, 20%, Robert K. Stephen a Little Birdie Told Me So Rating 94/100).
The Ontario government is introducing legislative changes today that would, if passed, make the province the best place for people to work, live and raise a family.
Today, the government will introduce the Working for Workers Act, 2021 that would, if passed:
Require employers with 25 or more employees to have a written policy about employees disconnecting from their job at the end of the workday to help employees spend more time with their families. Learn more.
Ban the use of non-compete agreements that prevent people from exploring other work opportunities in order to make it easier for workers to advance in their careers. Learn more.
Help remove barriers, such as Canadian experience requirements, for internationally trained individuals to get licenced in a regulated profession and get access to jobs that match their qualifications and skills. Learn more.
Require recruiters and temporary help agencies to have a licence to operate in the province to help protect vulnerable employees from being exploited. Learn more.
Require business owners to allow delivery workers to use a company’s washroom if they are delivering or picking up items. This supports the delivery drivers, couriers and truck drivers who have kept our essential supplies and economy going throughout the pandemic. Learn more.
Allow surpluses in the Workplace Safety and Insurance Board’s Insurance Fund to be distributed over certain levels to businesses, helping them cope with the impacts of COVID-19. Learn more.
Enable the Workplace Safety and Insurance Board to work with entities, like the Canada Revenue Agency, to streamline remittances for businesses, enabling a way to give them an efficient one-stop-shop for submitting premiums and payroll deductions. Learn more.
Allow the Ministry of Agriculture, Food and Rural Affairs to collect information related to the agri-food workforce to ensure the government can enhance the coordination of services such as vaccination and testing, and respond to issues that may arise.
Information about Ontario’s economy and how to do business here. Includes economic development opportunities, research funding, tax credits for business and the Ontario Budget. Learn more
Government
Learn about the government services available to you and how government works. Learn more
Jobs and Employment
We’ve got the resource and supports to help connect job seekers with employers. Learn more
There is never a dull moment when it comes to marketing in general. It’s even more so in the digital marketing sphere where tactics, platforms and features evolve at such a speed it can be difficult to keep pace. In the travel and hospitality realm, it’s been a critical challenge for years, but perhaps even more so within the past 18 months of madness we all experienced.
So where should we focus our priorities for the upcoming years? Here are seven trends that I believe will shape our marketing as we move forward.
1. TRAVELER EXPECTATIONS HAVE CHANGED
One of the biggest consequences stemming from this pandemic is how it changed our needs and wants when it comes to travel. In fact, many studies found that low prices were no longer the number one consideration when it came to decision-making in purchasing travel. In a recent article, I shared what travelers expect in 2021 and we see a clear shift from traditional views, with flexible booking conditions and sanitary measures now coming in at #1 and #2 in terms of importance for travelers.
Top traveler considerations when booking for hotels. Source: Expedia Group Traveler Index
How is your hotel, restaurant or attraction conveying this on your website? On your social media posts? Are you addressing these concerns with a dedicated tab on your website menu or with information in your regular newsletter? Integrating these aspects in your ongoing communications will be key.
Nature of travel is changing, too
2022 will mark the return of the international traveler, finall. But your organization should also pay attention to evolving behaviors in the travel landscape that were clearly shaped from this recent pandeminc. For example the working travelers, or digital nomads. If these travelers were marginal a couple of years ago, we can expect more and more leisure travelers mixing some business into the equation.
Just like business travelers will also add a few days onto their trip since technologies make it easier than ever to have meetings by the poolside or in a wifi-enabled room. Is your brand ready for this new reality and how are you communicating it across your digital touchpoints?
2. THE EVOLUTION OF LOYALTY PROGRAMS
Loyalty programs have been around for ever, and were able to move the needle (somewhat) of retention mostly with customers in the airline industry, where they were born originally. Hotel loyalty programs are a dime a dozen, and too many of these programs have failed to have distinctive features or get customers to increase their spend. For bigger chain hotels and resorts that can scale offers, loyalty programs still provide value but this is less the case for independent hotels and smaller players.
Now, we are also seeing subscription-based approaches such as TripAdvisor with its Plus program. And more recently, Expedia revamped and unified the loyalty programs within its portfolio of brands (Expedia, Hotels.com, Orbitz, Vrbo, etc.) in order to better position itself against competition such as Booking.com’s Genius Loyalty program. The new program will span flights, hotels, vacation rentals, car rentals, cruises, and activities.
We can expect more movement on this front, as hotels, restaurants and other hospitality providers will want to maintain their appeal within the broad loyalty and reward programs universe. This is also a key tactic to preserve the direct booking channel alive and kicking (see next point).
3. DIRECT BOOKINGS WILL PREVAIL, BUT LESS
For years now, hotels have been striving to get customers to book directly on their own website, where costs are low, rather than through brand.com or third parties like Expedia or Booking, where commission levels are steep. With more or less success.
This pandemic has brought in a rare opportunity, making domestic travel a must and only option. When booking locally, travelers feel less of a need to search on OTA platforms and are more confident about dealing directly with travel providers. Thus, direct bookings percentages when through the roof in 2020… but a bit less so in 2021, according to preliminary data from various reports.
In 2022, we can expect a shift back to reservations going to brand.com and, to a lesser extent, back to OTA catering more to an international clientele in general. Direct bookings will remain strong, but won’t stay at levels seen in 2020.
4. TIKTOK NOW A MAINSTREAM PLATFORM
It was almost two years ago when I posted an article stating Why TikTok matters for travel brands. Now, more than ever, travel and hospitality need to pay attention. Here are a few reasons why:
TikTok now has more than 1 billion active users (MAU)
It has been among the most downloaded mobile apps worldwide for over 6 consecutive quarters
The average user spends over 52 minutes per day on the platform
TikTok gets the highest levels of engagement per post of any social media
The fastest growing segment of users are 25-39 year-old
That last bit of information is perhaps the most crucial one. Whenever I talk to brands about the possibility of TikTok, the classic rebuttal I get is that “it’s for young teenagers only“. That might have been true in its earlier stages, but less so today. Content is more varied than it once was, with tutorials, cooking recipes, movie critics, travel recommendations, and so much more.
Don’t get me wrong, TikTok IS a platform that caters very well to a younger audience, because of it’s very nature and features: music, dancing, trends, pranks, etc. But as it grew in the past two years, so did its userbase. It would therefore be a critical mistake to dismiss it as possibility for your marketing mix in the coming year.
Going mainstream
One last point about TikTok. Late September, it held its first ever TikTok World Event during which many new features were shared for both content creators AND brands wishing to invest on the platform. Advertising is becoming more fluid and accessible, while longer videos are now possible. All in all, we are dealing with a platform reaching a maturity level that has Facebook (and Instagram) shaking and reacting… so it will be interesting to see how this battles unfolds!
5. INSTAGRAM AS THE GO-TO SOCIAL MEDIA
If there is anything the past couple of weeks have shown us, one thing is clear: Facebook is no longer the key social platform for storytelling. It remains a necessary evil, with its Events, Groups, Messenger, Marketplace and other useful features. But as younger audiences continue to flock away from Facebook, there is one silver lining that remains: Instagram.
Instagram vs Facebook, 2020 vs 2019. Source: SocialBakers
Case in point, last year SocialBakers evaluated how top Fortune 50 companies were dealing with their presence on Facebook and Instagram. As we can see in the chart above, comparing Q1 2019 with Q1 2020, audiences on Facebook shrank while those on Instagram increased. Interestingly, this increase occured even though brands were posting less, as we can see in the middle column. But to me, the most interesting finding comes from the third column, where we see total interactions, or engagement. Facebook already had dismal engagement levels, and it continues on shrinking while Instagram continues to see robust interaction.
Stories work well on Instagram, less so on Facebook. Reels are working relatively well on Instagram, even though they don’t match TikTok posts, which they clealy emulate. Reels are just arriving on Facebook, but I suspect they will do just like stories, which means not much. AR lens are useful and plentiful on Instagram, less so on Facebook.
Can you see a pattern, here?
Brands must stick with Facebook. For now.
Having said that, I am not saying travel brands should ditch Facebook just yet. Facebook has become a de facto outpost for customer service, recruiting, content sharing and overall communication with your community. A dynamic page means better ad campaign performance across the Facebook landscape, which includes Instagram, Messenger and Whatsapp. And there are many brands out there that still do a stellar job at creating quality content, which results in great reach and engagement levels.
But as the recent seven hours shutdown showed, it’s dangerous to put all your eggs in the same (Facebook) basket. Thus, having a diversified approach online is key.
6. NEWSLETTERS AND EMAIL MARKETING MAKE A COME BACK
For the past 20 years now, I have been hearing that email is dead, or that newsletters don’t work “as well as they used to”. Really? In a world where social media algorithms block off up to 95% of the content you post on your pages, one-to-one communication like emails, SMS and newsletters are more pertinent than ever.
2021 Global Email Benchmarks per Industry. Source: Campaign Monitor
If you read the points #3 and #4 above, you will also see a cause and effect correlation here. That is, with travel brands pushing more direct reservations and increasing efforts for retention and loyalty, having an email strategy in place is fundamental to fostering that relationship. This also means having automated processes prior to, during and after a stay, including invitations to leave a review after the experience on key platforms, i.e. Google, TripAdvisor, Facebook, etc.
7. WEBSITE SEO MORE IMPORTANT THAN EVER
According to a Google survey from December 2020, searches for “available near me” grew globally by more than 100% since 2019. In 2021, these searches are up another 60% according to SearchEngineLand. What’s even more interesting is when we dig further to see which were the top categories for these searches over a given period of time.
The top categories for those searches were:
Food (84%)
Entertainment (56%)
Banking (50%)
Apparel (41%)
Personal Care (38%)
These are all categories deeply rooted in the travel experience, as we seek places to eat, things to do and stuff to buy whenever we are in a new destination for leisure or business. So how is your website ranking whenever travelers search with keywords that should lead to your brand?
Your website should not only be mobile optimized, in fact in many cases it should be properly be designed with mobile-first in mind.
More importantly, you will want to make sure you claim and manage your Google My Business profile. This will ensure you complete all relevant details with regards to your opening hours, amenities and services, photos and videos. This is also where you can manage and respond to reviews, since this has become an important facet for your online reputation.
BONUS: HR MARKETING TO HELP LABOR SHORTAGES
Last but not least, I thought I would mention the fact that all these marketing strategies and tactics are fine and swell in normal times. Or rather, in times when operations are growing smoothly as they should coming out of a worldwide pandemic. Truth is, however, there is a major issue that has been looming over the industry for the past 3-4 years and that is now exacerbated to unseen levels: the shortage of labor.
Earlier this summer, I shared 5 ways to mitigate shortage of labor in Hospitality and one of the tactics was actually to have a proper HR Marketing strategy in place. Well, I suspect we will be seeing lots more of this integration in 2022, where human ressources will work closely with marketing and communications to convey the employer brand vision, mission and values on social networks and other digital outposts.
Hilton Hotels’ latest campaign on Instagram invites guests to leave a testimonial about a great experience shared with a Hilton team member recently.
Labor shortage will be a problem for the next decade, and marketing alone will not solve it. But a strong and creative digital presence can certainly contribute to a stronger employer brand which, in turn, will help with recruiting and maintaining workforce stability.
Frederic GonzaloFrederic Gonzalo70 postshttp://www.fredericgonzalo.com/enFrederic Gonzalo is passionate about marketing and communications, with over 20 years of experience in the travel and tourism sphere. Early 2012, he launched Gonzo Marketing and works as a strategic marketing consultant, professional speaker and trainer in the use of new technologies (web, social media, mobile). Reach him at frederic@gonzomarketing.biz. Frederic is the creator of the popular video training series, The Future of Digital Travel Marketing, available through the eHotelier Academy.
Week-long Niagara Falls Music Live event showcases all-Canadian talent
(Niagara Falls, ON) A new live music celebration is set to take place in Niagara Falls, Canada’s premiere entertainment destination, from December 27, 2021 to January 1, 2022. The first Niagara Falls Music Live event brings a talented and diverse line-up of local, Ontario and Canadian talent to the city with an exciting mix of intimate performances and concerts across Niagara Falls each night, including an indoor concert for New Year’s Eve featuring iconic Canadian artists Blue Rodeo and Serena Ryder and the Juno Awards’ 2021 Breakthrough Group of the Year, Crown Lands.
QUICK FACTS
Niagara Falls Music Live – Monday, December 27, 2021 to Saturday, January 1, 2022
75+ live music performances to be announced at 20 venues across Niagara Falls
11+ events per night, 13 live music events on New Year’s Eve
Blue Rodeo’s first new album in five years – Many A Mile – is being released on December 3rd and the New Year’s Eve concert in Niagara Falls kicks off their 2022 National Tour
All event details at MusicLive.ca
The Niagara Falls Music Live event schedule showcases an extraordinary array of music genres from jazz to rock hosted in theatres, convention centres, restaurants and bars with both ticketed and non-ticketed events. Music lovers planning their winter getaway can experience multiple live shows during their visit to Niagara Falls this holiday season.
“We are thrilled to introduce another Signature Event to the line-up of unforgettable experiences that make Niagara Falls Canada’s entertainment capital and a perfect winter getaway,” said Janice Thomson, President and CEO of Niagara Falls Tourism.
Five concerts, including New Year’s Eve with Blue Rodeo, will bring live music back to stages across Niagara Falls with Canadian rock-favourites, The Trews, headlining at the Scotiabank Convention Centre on December 28 (tickets for both concerts on sale November 3rd). Live entertainment at the Marriott on the Falls, Old Stone Inn Boutique Hotel, Hilton Fallsview Hotel & Suites and Sheraton Fallsview Hotel will be announced later this week. Niagara Falls Music Live also features exclusive events, including a new Brasa After Dark Cocktail Lounge and live music at one of Canada’s top fine dining restaurants, AG Inspired Cuisine.
“Music lovers have waited a long time to get back to live entertainment and to celebrate with friends and family. This new live music event gives visitors another reason to head to Niagara Falls this holiday season to reconnect and make new memories,” said Joel Noden, Chair of Niagara Falls Tourism.
“Visitors to the Niagara Falls Music Live event can enjoy a variety of exciting performances and also experience the year-round attractions and culinary scene in the city,” said Anthony Annunziata, President of the Tourism Partnership of Niagara.
Now that restrictions and capacity limits for venues have been eased, live entertainment is coming back to the city in a big way! Following the success of Niagara Falls Tourism’s “Alessia Cara Live from Niagara Falls” virtual production this past summer, as featured on The Late Show with Stephen Colbert, the destination is thrilled to welcome guests back for in-person live music events showcasing all-Canadian talent.
Niagara Falls Music Live is presented by Niagara Falls Tourism in partnership with the Tourism Partnership of Niagara and funding provided by the Government of Ontario.
Media Resources
Visit MusicLive.ca for more information about artists, tickets, accommodation packages and more.
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Health and Safety
All live music events in Niagara Falls follow Public Health guidelines set out by the Government of Ontario. You must be fully vaccinated against COVID-19 to access certain businesses and settings, including all venues for Niagara Falls Music Live events. Proof of vaccination and government issued identification will be checked at venues. To learn more about vaccination requirements, visit https://covid-19.ontario.ca. Face coverings are required indoors and at select outdoor attractions. Visitors are asked to follow all Public Health guidelines.
About Niagara Falls Canada
Overlooking the legendary Canadian Horseshoe, American and Bridal Veil waterfalls, Niagara Falls is a four-season destination renowned for its awe-inspiring natural wonders combined with world-class accommodation, thrilling entertainment and a burgeoning culinary scene. Visitors from Ontario, across North America and around the world who come to experience nature and adventure, discover family fun, feel the romance and explore unique and memorable experiences have made it Canada’s premier entertainment destination and a world-renowned bucket list destination. Located within a 1-day drive of half the population of North America, more than 152 M people, Niagara Falls is the perfect getaway.
About Niagara Falls Tourism
Niagara Falls Tourism (NFT) is the official Destination Marketing Organization (DMO) for the City of Niagara Falls, Ontario, Canada, representing almost 400 member establishments in Niagara Falls, including members throughout the Niagara Region. Welcoming almost 14 million visitors into the destination each year, NFT promotes the tourism and hospitality sector to visitors around the world. Dynamic marketing campaigns and signature events inspire visitors to explore Niagara Falls and support the success of local business. NFT fosters the international reputation of Niagara Falls as a four-season bucket-list destination and Canada’s entertainment capital.
About The Tourism Partnership of Niagara
Tourism Partnership of Niagara (TPN) is the organization responsible for marketing the Niagara Region as a world-class, four-season travel destination to domestic and international markets. Through effective tourism marketing supported by aligned market research, we help to create jobs and generate wealth by stimulating demand for Niagara’s tourism economy. Our role is to increase awareness of Niagara Region and influencing consumers at the intent and consideration phase of the consumer path to purchase. Playing a leadership role in the Niagara Tourism and Hospitality apparatus that helps shape the Niagara narrative to attract business and leisure consumers to Niagara.
EXPERIENCE EUROPE WITHOUT THE JETLAG AT THE 2021 VIRTUAL EUROPEAN UNION FILM FESTIVAL
The 2021 European Union Film Festival builds on the success of last year’s virtual format to provide nation-wide access to some of the best films Europe has to offer, including a number of women and BIPOC directors, documentaries, and LGBTQ2+ films.
For immediate release
Ottawa, ON; Toronto, ON; Vancouver, BC – October 20, 2021 – The European Union Film Festival (EUFF) returns online, from November 12 to 28 for its 2021 edition. This year’s festival provides cinephiles across Canada with access to works from some of Europe’s top talent, including a number of North American film premieres.
After the success of the 2020 virtual EUFF, the Canadian Film Institute (CFI), The Cinematheque in Vancouver, and the European Union Film Festival of Toronto have reunited toorganize and hostthe 2021 virtual edition. As in the past, the festival is also hosted in collaboration with the Delegation of the European Union to Canada and the diplomatic missions of European Union Member States. Together, these partnerships provide a unique opportunity to experience the rich cultures of each European Union Member State across Canada all from the comfort of one’s own home.
The 2021 edition of the EUFF kicks off with comedy-thriller, Inventory, the debut feature from Slovenian director Darko Sinko. This film sets the bar for the quality of films that audiences will find at this year’s festival. Ranging from dramedy to documentary to fantasy, the diverse selection at the 2021 virtual EUFF has something for everyone. In addition to the films themselves, the festival will present interviews with a number of filmmakers whose works are being screened at the 2021 edition.
Audiences will have access to each film “live” online for a 48-hour period. This format allows for the time and opportunity to enjoy each work. All films are presented in their original languages with English, and in some cases, French subtitles.
Festival passes are $100 CAD, tickets are available for purchase at $12 CAD per ticket. For tickets, passes, and additional information on the 2021 virtual EUFF, visit https://www.euffonline.ca/welcome.
Quotes
“For a second consecutive year, the Delegation of European Union to Canada, the embassies, consulates and cultural institutes of EU Member States have joined forces with the Canadian Film Institute, the European Union Film Festival in Toronto and The Cinematheque in Vancouver to bring an exclusive collection of films from different corners of Europe. We would like to thank everyone who makes this festival – and this unprecedented collaboration – possible,” says Dr. Melita Gabrič, Ambassador of the European Union to Canada. “We are delighted to be able to continue this decades-long tradition and highlight the best of contemporary European cinema in Canada.”
“Once again, we are excited to offer this amazing online film festival to people in the three host cities of Ottawa, Vancouver, and Toronto and, for a second consecutive year, to all Canadians across the country,” says Canadian Film Institute Executive Director Tom McSorley, whose organization founded the Festival in 1984. “The EUFF is always a great opportunity to get in some substantial pre-holiday season cinematic travel to more than two dozen European Union destinations. We hope you enjoy your travels. Bon voyage and bon cinéma!”
“The Cinematheque in Vancouver is proud to join with our national partners in co-presenting, for a second year, this online, Canada-wide version of the European Union Film Festival. The Cinematheque has had the pleasure of hosting the EUFF on Canada’s west coast since 1998, and it has long been one of our most popular events, cherished by film lovers for its celebration of the richness and diversity of contemporary cinema in the European Union. When COVID-19 forced us to adopt a virtual model in 2020, it was a delight to discover audience enthusiasm undiminished and viewership expanded! We look forward to another great festival this year, and are grateful to the Canadian-based representatives of the European Union and its member states for their ongoing support and collaboration,” says Jim Sinclair, Executive and Artistic Director of The Cinematheque.
“The EUFF in Toronto has been shaping the cinematic culture of our multicultural city with rich and diverse programming for the last 17 years. Until COVID, 8000+ people stood in line in Little Italy each year, rain or shine, to get a chance to see excellent films from across Europe. Last year, our audiences remained faithful as we brought the ‘crème de la crème ‘ of EU cinema online for the first time. We are very excited to announce the line-up of the festival’s second online edition and extend the opportunity to access a unique cinema to all Canadians, from the comfort of their homes”, says Jérémie Abessira, Executive Director of the EUFF Toronto.
The Canadian Film Institute (CFI) is a not for profit, charitable organization dedicated to inspiring audiences and helping them discover the world of cinema. It also works to connect them with artists and with their communities. It was incorporated in 1935 and is the oldest film institution in Canada and the second oldest film institute in the world.
The CFI organizes several annual international film festivals, including the Ottawa International Animation Festival (September), the European Union Film Festival (Nov/Dec), the Bright Nights (Feb), the African Film Festival (June), and the Latin American Film Festival (April/May). It also brings Canadian cinematic talent to the City with Café Ex, The Enlightened Screen and Canadian Masters.
The Cinematheque, founded in 1972, is a film institute and media education centre in Vancouver devoted to understanding the art and history of Canadian and international cinema and the impact of moving images and screen-based media in our lives. Public activities include a year-round calendar of curated film exhibitions devoted to important classic and contemporary films and filmmakers; and an array of community outreach programs offering interactive learning opportunities in film appreciation, filmmaking, media literacy, and critical thinking.
The European Union Film Festival (EUFF) in Toronto, a not-for-profit organization, strives to reflect the excellence, innovation, and diversity of European cinema in Toronto, one of the world’s most multicultural cities. Founded in 2004 as a salve to Hollywood monotony, this free festival has grown to showcase dozens of contemporary films drawn from each of the EU’s member countries. The EUFF is a unique festival that brings together disparate EU Consulates and local cultural institutes for collaboration. Represented countries include: Austria, Belgium, Bulgaria, Croatia, Cyprus, Czech Republic, Denmark, Estonia, Finland, France, Germany, Greece, Hungary, Ireland, Italy, Latvia, Lithuania, Luxembourg, Malta, Netherlands, Poland, Portugal, Romania, Slovakia, Slovenia, Spain, Sweden.
Learn more about the European Union Film Festival in Toronto by visiting: http://euffto.com/.
About the European Union Delegation to Canada
Established in 1976, the European Union Delegation to Canada is a fully-fledged diplomatic mission and, as such, the natural contact point in Canada between the EU and the Canadian authorities. It also has a strong public diplomacy mandate designed to enhance the knowledge and understanding of the European Union as well as EU-Canada relations.
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As of November 15, 2021, all supplier personnel must be fully vaccinated to access federal government workplaces. Suppliers will be required to provide a certification to their contracting authority.
As of November 15, 2021, supplier personnel who access federal workplaces must be fully vaccinated. Federal government workplaces include all places of work under the responsibility of the Government of Canada where federal government employees are present.
The vaccination requirement does not apply to:
contracts that are solely for the provision of goods
contracts where services are solely performed in non-federal government workplaces
situations where federal employees must enter contractor facilities (for example: to conduct compliance audits or security verifications)
contracted personnel who will only access common areas of buildings that are open to the public (such as the lobby)
Existing contracts and contractors
Contractor personnel who access Government of Canada workplaces to perform work pursuant to existing contracts are subject to the vaccine requirement.
Meeting the vaccination requirement
You are considered fully vaccinated if you have received:
the full series of an accepted COVID-19 vaccine or a combination of accepted vaccines including:
2 doses of any combination of Moderna Spikevax, Pfizer-BioNTech Comirnaty or AstraZeneca Vaxzevria (including CoviShield)
1 dose of Janssen (Johnson & Johnson)
For more information on accepted COVID-19 vaccines, you can consult the Vaccines for COVID-19 page.
Certification Process
Suppliers must submit a certification form by October 29, 2021, certifying that their personnel who access Government of Canada workplaces will be fully vaccinated as of November 15, 2021.
The Government of Canada will provide further information and instructions regarding the implementation of the vaccination requirement for contracted personnel shortly.
Existing contracts
Contractors who currently have a contract with the Government of Canada will be contacted by the contracting officer with a certification form that they must complete and return, certifying that their personnel that access federal workplaces will be fully vaccinated as of November 15, 2021. Contractors who do not submit the certification may be subject to further measures, up to and including termination.
Future contracts
As of October 15, 2021, bidders for contracts that will require supplier personnel to access federal government workplaces must submit a certification proving they meet the vaccine requirement as a condition of the bid. Bids that do not include the certification will not be considered. The certification form will be included with implicated Requests for Proposals.
Special circumstances and exemptions
Some contracted personnel may not be able to get fully vaccinated due to:
a certified medical contraindication
religious grounds
other prohibited grounds of discrimination as defined in applicable human rights legislation
In such cases, contractors are expected to inform the responsible contracting authority as soon as possible of:
the number of such personnel
the impacted work locations
the steps the contractor proposes to undertake to mitigate any associated risks (such as regular rapid testing)
Exemptions and any mitigation measures are subject to approval by the contracting and technical authorities.
Contractors should not share any personal information with the contracting authority, such as any specifics about:
medical contraindications
disability
religious grounds
Monitoring
Client organizations will be responsible for monitoring contractors’ adherence the vaccination requirement. Additional information will be communicated to implicated contractors by the client organization or contracting authority as required.
Failure to meet requirement
Suppliers who do not provide the required certifications or who are subsequently discovered to have provided an untrue certification, may be subject to measures up to and including contract termination.Date modified:2021-10-12
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