Tourism Marketing Plan

Transcription

1 Tourism Marketing Plan

2 THE YEAR IN REVIEW THOUSAND 115,00 clicks to lacajunbayou.com 10 PERCENT Users are spending more time on top site pages Top states visiting the website Louisiana, Texas, Florida PUBLIC RELATIONS 2 MILLION $2,000,000 in earned media million digital impressions MILLION Featured in over 35 regional and national publication 16,103 clicks to the Cajun Bayou Food Trail webpage 4,216 16,103 4,216 visitor information requests 281 PERCENT an increase of 281% from MILLION 2.5 MILLION visitors spent $71.7 million in Lafourche parish local taxes generated $2.5 million 1,010 JOBS tourism supports 1,010 jobs in Lafourche parish

3 A MESSAGE FROM THE PRESIDENT & CEO Pushing Forward As I reflect on the accomplishments of 2018 with tremendous pride for our organization and community, I am proud to present our 2019 Tourism Marketing Plan on behalf of our board of directors and passionate tourism team who work to promote Louisiana s Cajun Bayou, Lafourche Parish every day. As shown by the images selected for our tourism marketing plan cover, 2019 will continue to focus on telling our stories of food, outdoors, festivals, and events through our marketing, public relations, and sales efforts. The plan outlines numerous goals for the year with our one singular goal of continuing to push tourism forward in Lafourche Parish. As always, we continue to look for ways to leverage new relationships and partnerships that strengthen Louisiana s Cajun Bayou brand. These efforts will help grow visitation and economic impact in our wonderful piece of Louisiana. Please feel free to reach out to us and share your thoughts. By working together, we know this will be another impressive year for tourism in Lafourche Parish. Warm Regards, Timothy P. Bush, CDME, TMP President & CEO Louisiana s Cajun Bayou TOURISM MARKETING PLAN

4 MISSION STATEMENT To position Lafourche Parish as a regionally, nationally, and internationally recognized year round destination by developing quality marketing programs and events that attract visitors and stimulate economic development. VISION STATEMENT To be known as a top 10 tourism destination within the state of Louisiana. Lafourche Parish will have a visitor recognized brand as a culturally rich area with award-winning outdoor, historical, and culinary attractions. Tourism will be a driving factor within the economy of the parish. BRAND PROMISE Target Landscape Promise Benefit For adventurers seeking distinct fishing and culture of Louisiana s wetlands. Lafourche is just south of New Orleans. Where the deep Cajun lifestyle is up and down the bayou. So experiences are full of flavor and more personal TOURISM MARKETING PLAN

5 OVERARCHING GOALS FOR Grow destination occupancy 2. Drive destination visitation through strategic sales and marketing efforts 3. Re-introduce the Tourism Investment Program to continue to focus on destination development 4. Increase partner engagement opportunities across the destination MARKETING & COMMUNICATIONS GOALS Increase visitor information requests and guide downloads by 20% Build marketing database to 5,000 Grow website traffic and engagement by 10% Increase visitor center traffic by 20% Use trackable measures to evaluate lead-generation and conversions at the end of 2019 TARGET MARKETS Target independent travelers that are familiar with or who have visited Louisiana in the past Those who have visited similar products/competitors near our destination Travelers driving within a mile distance of Lafourche Parish Visitors traveling in New Orleans Regional markets including Texas, Mississippi, Florida, Alabama, Georgia 05

6 MEDIA/ADVERTISING MS AL NY Focus paid media efforts on distinct destination experiences with high frequency to drive higher conversions Utilize radio and outdoor advertising to reach travelers within the target markets Use specific demographic and geo-targeting digital advertising to reach custom audiences at a high frequency on smartphones Create custom landing pages for advertising to increase engagement on specific experiences and drive users to make a conversion Implement a monthly giveaway promotion on social media to grow marketing database CA PUBLIC RELATIONS Pitch 12 stories to media in target markets using a monthly pitching calendar to coordinate with media plan through Meltwater PR database Join the Society of American Travel Writers (SATW) to build media relationships with travel writers who have specific interests in Cajun culture, food, and outdoors Continue working with a public relations firm to elevate and broaden the reach of the destination on a national level and coordinate travel writer and FAM visits Continue to host FAM tours for travel writers focusing on key experiences; outdoor/fishing and Cajun Bayou Food Trail Increase community awareness of positive impacts from tourism through printed economic impact report and tourism by the numbers on business cards Develop crisis communication plan to manage potential crises within the destination TOURISM MARKETING PLAN

7 SOCIAL MEDIA Utilize social media calendar to coordinate messaging daily/weekly internal posting, sharing and boosting key marketing messages and destination experiences Boosted posts will correspond with the timing of paid media efforts and advertising Promote giveaway campaigns through social platforms to boost marketing database Use a combination of both Facebook and Instagram advertising to target different audience segments Promote the use of #cajunbayou to leverage user generated content on Instagram Engage with users posting about the destination to further promote experiences and overnight stays Continue to leverage highly engaged spotlight posts about the Cajun Bayou Food Trail, outdoors, and festivals WEBSITE Update content on website pages to include additional storytelling and video to elevate destination experience and target conversions Create custom landing pages specific to key advertisement messaging focused on the experience they will have and promoting overnights stays Streamline main pages on the website for enhanced user experience ensuring a mobile-friendly experience throughout the site Update groups & meetings section to include meeting space listings and outline available group and leisure experiences Implement online request system for media to gain access to photo assets and capture contacts to maximize follow-up communication Update and promote French site through social media platforms with targeted posts and Canadian digital media targeting 07

8 COMMUNITY RELATIONS & PARTNER OUTREACH Send out quarterly partner and legislative e-newsletters with relevant local tourism news, opportunities, and industry updates to increase partner engagement Host two Bayou Boasting Hospitality sessions for tourism partners that will include education on the destination and how to promote the brand promise Expand Bayou Boasting with specific marketing education seminars to encourage partners to use industry tools, utilize cross-promotion, and develop marketing strategies to better promote local tourism Host annual meeting with Cajun Bayou Food Trail partners and festival partners to continue to promote engagement and cross promotion Take key opportunities to advocate for local tourism to local organizations, groups, and businesses through guest speaking and outreach Continue developing positive community relations with local residents by proactively communicating with local media and issuing press releases as needed VISITOR CENTER SERVICES Create visitor center referral program with hotels, attractions, and restaurants to increase traffic and bring awareness to the center Host quarterly visitor center events to draw in local traffic Create French visitor info card for visitor center Update tear-sheet maps to reflect new branding and updated attractions Display and promote the use of #cajunbayou in the visitor center to increase awareness to travelers TOURISM MARKETING PLAN

9 MEDIA PLAN Advertising Mix PR/FAM Tours 12% Print 19% Radio 9% TV 1% Billboards 16% Website 4% Social Media 2% Digital 37% Print Digital Social Media Website Billboards TV Radio PR/FAM Tours 09

10 TOURISM MARKETING PLAN

11 SALES STRATEGY & GOALS GENERATE 2,500 ROOM NIGHTS Produce 150 sales leads to generate 2,500 room nights Host quarterly meetings with all hotel management, owners, and sales personnel to develop and strengthen partnerships 11

12 LEISURE Schedule quarterly meetings to Baton Rouge and New Orleans to develop and strengthen relationships with key contacts in the tourism market / Louisiana Office of Tourism / Louisiana Travel Association and regional tourism offices to include all Louisiana certified visitor centers Create family-friendly and themed itineraries and experiences to grow the leisure market and increase visitation Feature Louisiana s Cajun Bayou visitor center in leisure itineraries to increase visitation to the center Work with the marketing communications department to increase awareness of interactive and hands-on activities up and down the bayou through itineraries focused on cultural immersion experiences SPORTS: NICHOLLS STATE & LHSAA Host a biannual breakfast for Nicholls State University Athletics to develop and strengthen relationships and identify who we are and how we can work together to generate room nights Weekly sales calls to Nicholls State University Join Team Louisiana, part of the Louisiana Office of Tourism sports promotion initiative Identify key fishing and kayaking organizations to recruit fishing tournaments to the destination Meet quarterly with the Thibodaux Parks and Recreation director to identify any new sports activities and tournaments that have the potential of generating room nights Plan quarterly meetings to Baton Rouge to visit LHSAA offices to develop relationships with key sports contacts Exhibit at the 2019 Louisiana High School Athletic Association (LHSAA) State Convention in Baton Rouge to strengthen sports relationships SPORTS CONVENTIONS Louisiana High School Athletic Association State Convention (LHSAA) Baton Rouge, LA: January 23-24, TOURISM MARKETING PLAN

13 GROUP Maintain presence at select tour and travel trade shows to continue to promote the destination to group tour operators Promote interactive, hands-on experiences up and down the Bayou to group tour operators Host one FAM tour to showcase destination and increase room nights Create sales collateral to target groups for day trips and room nights from regional markets Work with the Louisiana Office of Tourism to expand marketing opportunities for groups and meetings Promote Mardi Gras packages to Canadian tour and travel planners, bank travel clubs, and group leaders Produce quarterly tour and travel e-newsletter GROUP SALES SHOW Travel South Domestic Showcase Myrtle Beach, NC: February 24-27, 2019 INTERNATIONAL SALES Maintain presence at Travel South International Showcase to promote the destination to international tour and travel buyers Provide language specific collateral to prospective international buyers and receptive operators Host one FAM tour for receptive operators based in Louisiana to provide first-hand awareness of the destination Work with US receptive operators to promote the destination and increase international room nights via FIT programs INTERNATIONAL SALES SHOWS Travel South International Showcase St. Louis, MO: December 2-5,

14 STAFF Timothy P. Bush, CDME, TMP President & CEO Melissa Chiasson Durocher Sales Manager Kellie Walters Marketing Communications Manager Hope Jambon Office Manager/Admin. Assistant 14

15 BOARD OF DIRECTORS Jeremy Punch, Chair Lafourche Chamber of Commerce Marguerite Knight Erwin, Vice Chair City of Thibodaux Zina Sampey, Secretary/Treasurer Town of Lockport Monique Crochet Lafourche Chamber of Commerce Joshua Falgoust Ward 6 Greg Gaubert Thibodaux Chamber of Commerce Linda Guidry Town of Golden Meadow Kristine Stickland Ward 11 Donnell Zeringue Cultural/Historical Organization 15

16 LACAJUNBAYOU.COM #CAJUNBAYOU