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ARCHIVED - Atlantic Canada Opportunities Agency - Supplementary Tables


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Horizontal Initiatives


Name of Horizontal Initiative

Atlantic Canada Tourism Partnership (ACTP)

Name of Lead Department

ACOA

Lead Department Program Activity

Community Development

Start Date of the Horizontal Initiative

April 1, 2009

End Date of the Horizontal Initiative

March 31, 2012

Total Federal Funding Allocation (start to end date)

$9,975,000

Description of the Horizontal Initiative

The ACTP is a nine-member, pan-Atlantic marketing consortium comprising ACOA, the four provincial tourism industry associations, and the provincial departments responsible for tourism in Newfoundland and Labrador, Nova Scotia, New Brunswick and Prince Edward Island. ACTP is dedicated to promoting Atlantic Canada as a leading vacation destination in key American, European and Pacific markets. The 2009-2012 ACTP is a $19.95-million agreement that supports:

  • fully-integrated consumer, trade and media relations marketing strategies based on sound market research, economies of scale, and commonality;
  • funding that is incremental to provincial marketing budgets;
  • the preservation of provincial brand equity;
  • marketing activities being dictated by the marketplace;
  • clear and responsive measurement systems of benefit to all four Atlantic provinces; and
  • end-of-agreement project evaluations.

Additional information on ACTP can be found at: http://www.actp-ptca.ca/index.html.
A memorandum of understanding for the renewal of ACTP was signed on April 1, 2009. This initiative directly supports the Agency’s long-term strategic outcome.

Shared Outcome

The goal of the ACTP exemplifies the strategic outcomes for ACOA's priority of increasing revenues, profits, investment and wages. The ACTP’s outcomes aim to:

  • increase Atlantic Canada’s competitiveness in targeted markets;
  • promote regional co-operation (federal/provincial/industry);
  • promote incremental marketing activities;
  • achieve economies of scale in marketing;
  • raise awareness of Atlantic Canada as a “top-of-mind” destination; and
  • increase tourism arrivals and tourism revenues for the four Atlantic provinces.

The 2009-2012 ACTP is expected to generate $10 in incremental economic activity for every $1 invested in marketing. The three-year revenue target is $190 million in incremental revenues for tourism small and medium-sized enterprises (SMEs) in Atlantic Canada.

Governance Structure

The activities of the ACTP are managed by a ten-person management committee, consisting of:

  • the ACOA vice-president responsible for tourism
  • the ACOA director general of Tourism Atlantic
  • the four provincial deputy ministers responsible for tourism
  • the four tourism industry association presidents (or their permanent designates).

Decisions of this management committee are by consensus. Six members constitute a quorum, provided all four provinces are represented with government and industry both present, as well as ACOA. A representative of the Canadian Tourism Commission sits as an ex-officio member of the management committee.
The management committee is responsible for the administration and management of the agreement, allocation of annual budgets on a per market basis, approval of annual program work plans and budgets, and evaluations of program activities. It oversees the work of a marketing committee, develops and oversees a communications policy, and provides program interpretation and dispute resolution.

Federal Partner Federal Partner Program Activity Name of Program for Federal Partner Total Allocation (from start to end date) 2009-2010
Planned Spending Actual Spending Results Expected Results Achieved
ACOA Community Development Atlantic Canada Tourism Partnership $9.975 million $3.325 million $2.12 million $55.2 million in export revenues $38.6 million in export revenues*

* Source: Evaluation of the 2009-2012 Atlantic Canada Tourism Partnership, 2009-2010 Annual Report.

Comments on Variances

In 2009, ACTP implemented a change in policy direction that redirected marketing resources away from mature markets in the New England region of the United States to potentially higher-yield, but developmental, markets in the mid-Atlantic and Pacific U.S. states. During this transitional year, ACTP’s direct-to-consumer advertising investment was less than anticipated, as ACTP completed several key pieces of consumer, travel and media relations research to guide future media buys. Unspent resources will be invested in years two and three.

Results Achieved by Non-federal Partners

$10 in tourism revenues for every $1 invested in marketing.

Contact information

Rob McCloskey
Director General, Tourism Atlantic
Atlantic Canada Opportunities Agency
P.O. Box 40
Charlottetown, Prince Edward Island
C1A 7K2
Telephone: 902-626-2479
E-mail: Rob.McCloskey@acoa-apeca.gc.ca


Name of Horizontal Initiative

International Business Development Agreement (IBDA)

Name of Lead Department

ACOA

Lead Department Program Activity

Enterprise Development

Start Date of the Horizontal Initiative

April 11, 2005

End Date of the Horizontal Initiative

March 31, 2011

Total Federal Funding Allocation (start to end date)

$8.4 million

Description of the Horizontal Initiative (including funding agreement)

In May 1994, ACOA entered into an agreement (Canada/Atlantic Provinces Agreement on International Business Development, also known as IBDA) with the four Atlantic provinces, Foreign Affairs and International Trade Canada, and Industry Canada to “undertake specific measures to optimize regional coordination on a pan-Atlantic scale and combine limited resources to coordinate trade-related activities”. With an initial investment in 1994 of $3 million for three years, the agreement was extended in 1997 for an additional three years and $2 million, and in 2000 for $8 million and an additional four years. Funding was cost-shared 70/30 by the federal (through ACOA) and the provincial governments.

In 2005 with $7 million from its International Business Development Program, ACOA entered into a new IBDA with its federal and provincial partners to continue the work done in previous years. The commitment to this IBDA, with the increased funding allocation, attests to both the IBDA’s positive results and its significance for the future of the region’s international business development.
More information can be found on the IBDA home page.

Shared Outcomes

The shared outcomes for the IBDA partners support ACOA’s trade sub-activity, and are

  1. increased number of new exporters;
  2. existing exporters reporting sales to new markets; and
  3. existing exporters reporting increased sales to existing markets.

Since the original IBDA commenced in 1994, the Agency and its partners have administered over 240 projects involving some 4,500 Atlantic Canadian companies. The IBDA assisted 196 companies to begin exporting, 455 exporters to increase their export sales, and 315 exporters to expand into new markets.

Governance Structure

ACOA is the lead organization for this initiative and houses the secretariat responsible for administering the agreement. A management committee, comprising a representative from each of the partners, is responsible for the planning and management of the agreement’s programs and the evaluation of projects.

Partners

Federal departments and agencies (70% funding):

  • ACOA (lead department)
  • Foreign Affairs and International Trade Canada (non-funding partner)
  • Industry Canada (non-funding partner)

Provincial governments (30% funding):

  • Business New Brunswick
  • Nova Scotia Business Inc.
  • Newfoundland and Labrador Department of Innovation, Trade and Rural Development
  • Prince Edward Island Department of Innovation and Advanced Learning
Federal Partner Federal Partner Program Activity Name of Program for Federal Partner Total Allocation (from start to end date)
($ millions)
Planned Spending
2009-10
($ millions)
Actual Spending
2009-10
($ millions)
Results Expected Results Achieved
2009-10
5-year agreement (2005-06 through 2009-10) 2009-10
ACOA Enterprise Development International Business Development Program 8.4 1.1 0.9 Increased number of new exporters: 40 8 4
Existing exporters reporting sales to new markets: 75 15 34
Existing exporters reporting increased sales to existing markets: 150 30 41

Comments on Variances

The IBDP did not receive the expected number of projects aimed at introducing potential exporters to international markets. The program supported more projects that targeted seasoned exporters in increasing their sales in existing markets or entering new markets.

Results Achieved by Non-federal Partners (if applicable)

Not applicable

Contact information

Michel Ttu
Director General, Trade and Investment
Atlantic Canada Opportunities Agency
P.O. Box 6051
Moncton, New Brunswick
E1C 9J8
Telephone: 506-851-6496


Name of Horizontal Initiative

Team Canada Atlantic (TCA)

Name of Lead Department

ACOA

Lead Department Program Activity

Enterprise Development (program sub-activity: Trade)

Start Date of the Horizontal Initiative

April 1999

End Date of the Horizontal Initiative

March 31, 2010 (Will not be renewed under the current format)

Total Federal Funding Allocation (start to end date)

$11.14 million

Description of the Horizontal Initiative (including funding agreement)

TCA is a partnership of ACOA and the four Atlantic provinces, with support from Agriculture and Agri-Food Canada, Industry Canada, the Department of Foreign Affairs and International Trade Canada (DFAIT), and Enterprise Cape Breton Corporation.
At the core of the TCA approach is the trade mission, which enables small and medium-sized businesses (SMEs) from across Atlantic Canada to meet with potential buyers, agents, distributors and strategic partners in the United States. The mission format features a comprehensive program that equips private sector participants with the knowledge, contacts and advice they require to make the best of their international opportunities before, during and after their ventures abroad. Missions also provide the Government of Canada and the Atlantic provincial governments with crucial opportunities to promote the region as a tremendous location for foreign investment. For further information, see the TCA website at www.teamcanadaatlantic.com.

Shared Outcomes

The objectives of the TCA trade missions are:

  • to increase export-readiness for Atlantic Canadian SMEs;
  • to develop new partnerships/alliances between Atlantic Canadian SMEs and companies in target markets;
  • to increase export sales of Atlantic Canadian SMEs to new and established markets; and
  • to raise awareness in these markets of Atlantic Canada as a profitable business location.

Since its inception, Team Canada Atlantic had completed 15 missions to United States markets, involving 590 companies and more than 3,906 business meetings, and resulting in more than $51 million in actual sales.

Governance Structure

  • The management committee, comprising senior officials of ACOA, DFAIT, and provincial governments, is the decision-making body that directs and oversees the coordination and implementation of the TCA missions.
  • The organizing committee is responsible for organizing the missions, and includes representation from the four provincial trade departments in Atlantic Canada, DFAIT, Agriculture and Agri-Food Canada (AAFC), and the TCA Secretariat.
  • The secretariat, housed at ACOA, is responsible for the overall coordination and implementation of the TCA missions.

Partners

  • ACOA
  • DFAIT – non-funding partner
  • AAFC – $7,000/mission
Federal Partner Federal Partner Program Activity Name of Program for Federal Partner Total Allocation (from start to end date)
($ millions)
Planned Spending
2009-10
($ millions)
Actual Spending
2009-10
($ millions)
Results Expected 
2009-10
Results Achieved
2009-10
ACOA Enterprise Development Team Canada Atlantic 11.14 0.0 (G&C)
.01 (O&M)
  No expected results. There was a moratorium on TCA trade missions in 2009-2010. No results were achieved as there was a moratorium on TCA trade missions in 2009-2010.
AAFC Markets and International Team Canada Atlantic .132 0.0  

Comments on Variances (planned spending vs. actual)

After 15 TCA missions to the United States, ACOA is working with federal and provincial partners in the development of a new format that will be streamlined and cost effective, in consideration of current economic conditions. The new concept will be geared toward an “integrated trade” and “global value chains” approach and will offer new tools and approaches that meet the needs of the Atlantic business community, while decreasing government resource commitments (financial and human) and generating results similar to or better than those of past missions.

Results to be Achieved by Non-federal Partners (if applicable)

Not applicable

Contact information

Michel Ttu
Director General, Trade and Investment
Atlantic Canada Opportunities Agency
P.O. Box 6051
Moncton, New Brunswick
E1C 9J8
Telephone: 506-851-6496