Americas Interim Marketing Report October 2008 June 2009 & Marketing Plan June October 2009

Transcription

1 Americas Interim Marketing Report October 2008 June 2009 & Marketing Plan June October 2009 Presented by Sylma Brown Bramble Director of Marketing, Americas (Ag.) June 11, 2009

2 Trends and Outlook For Q1, arrivals from all markets down except Canada with a 9.6% growth Caribbean benefited from fall off in tourism to Mexico, which has since launched an aggressive push to woo back visitors

3 Trends and Outlook Impulse market with unprecedented discounts and bonuses

4 Marketing Activities - USA

5 Branding Caribbean logo on all CTO literature and websites Logo on member advertising and collateral materials - Anguilla, Bahamas, Bermuda, Curacao, Grenada, Puerto Rico, St. Kitts & Nevis, St. Maarten, St. Vincent & the Grenadines, US Virgin Islands

6 CaribbeanTravel.com Site Upgrades More Hot Deals page to accommodate the increasing number of requests for deals Upgrade Specials tool to promote multiple events

7 CaribbeanTravel.com Site Upgrades Graphic override at New this Week on home page, for promotional campaigns Expand templates for meta tags for Caribbean hotels Advertising strategy being developed for revenue generation

8 Million Home Marketing Program overview Campaign 12-page Caribbean guide in newspapers in major source markets - New York Metro, Philadelphia Metro, Chicago, South Florida - Newspapers - USA Today, New York Newsday, Westchester Journal News Bergen Record, Philadelphia Inquirer Chicago Tribune, Sun Sentinel

9 Million Home Marketing Campaign Target 1 million high income households 400,000 opt-in pre-qualified consumers 10,000 top-producing travel specialists

10 Caribbean Week in New York Objectives To provide a platform for the sale of Caribbean vacations To create events that attract significant amounts of positive media attention for the Caribbean

11 Caribbean Week in New York Objectives To provide opportunities for all members to promote their individual products and services To engage the Caribbean Diaspora

12 Caribbean Week in New York New this year Caribbean Treats: Food, Rum & Rhythm Travel Agent Workshop Caribbean Diaspora Workshop Caribbean Meetings & Incentive Travel Showcase

13 ACTS Discussion Topics Effect of the US economy on Caribbean Tourism Volume and value of Trade to the US economy from the Caribbean Unintended impact of US legislation on Caribbean tourism

14 ACTS Discussion Topics US Customs and Immigration preclearance in the Caribbean Funding of tourism research and technology projects Partnership in sustainable energy and other green projects

15 Caribbean Week in New York Publicity

16 Caribbean Week in New York Significant publicity via: Radio Print media Postcard/flyer distribution Website Social networking Press releases Television

17 Membership Chapters Continue to work with existing chapters whose membership now comprise producing agents for the Caribbean E-learning and rewards program on hold

18 Membership NTOs Regular meetings - to share reports on the status of the industry - to plan and seek input on activities to promote the region - to familiarize them with the role and mandates of CTO

19 Membership Allieds New members being added on a regular basis Companies with an interest in Caribbean tourism being encouraged to join

20 Media Co-op Ventures & Relationship Building Discussions being held with: WBLS Radio The Travel Channel New York Daily News Caribbean supplement Brides/Modern Bride Isle Style promotion Black Meetings & Tourism

21 Media Co-op Ventures & Relationship Building Discussions being held with: Caribbean American Chamber of Commerce & Industry (CACCI) Caribbean American Business Association (CABA) Census 2010

22 Trade & Consumer Shows Continue to negotiate preferred rates for members. Upcoming shows: Adventures in Travel Expo (Oct. NYC; Dec. Seattle) ABAV (Oct. Brazil) Travel Agent Home-Based Expo (Dec. Las Vegas) Luxury Travel Show (Dec. Las Vegas)

23 Newsletters Edit and distribute Monthly CTO E-newsletter CTO Foundation News

24 Upcoming Activities Caribbean Tourism Conference Caribbean Beach Volleyball Championship (November 2009) Events and meetings with the Caribbean Diaspora Rebuild existing chapters into a quality organization Caribbean pavilions at consumer events

25 Marketing Report & Plan - Canada

26 Trends and Outlook Canadians made 5.1 per cent more trips to non-us destinations during the first quarter of Caribbean was a main beneficiary. Despite the downturn in the economy, Canadians took advantage of good deals in package prices offered to the Caribbean.

27 Trends and Outlook Mexico, Cuba, Jamaica and Dominican Republic as well as most other southern destinations reported healthy increases in Canadian arrivals during the first three months of the year. Indications that spending will rebound in 3rd quarter by Canadians due to record low interest rates and increase in consumer confidence.

28 Key Highlights Key Highlights: Taste of the Caribbean Montreal, May Caribbean Goes North (BC & Alberta), August 2009 SITV consumer show Montreal Caribbean Pavilion, October 2009 Zoomer Show consumer show Toronto Caribbean Pavilion, October

29 Key Highlights Caribbean Week October 2009 Media Marketplace & Awards Rum & Rhythm Consumer event

30 Caribbean Week 2008

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34 Marketing Activities - Canada Caribbean supplement September 2009 in Dreamscapes Consumer/Trade magazine Caribbean Features Zoomer Magazine Caribbean Editorial supplement Toronto Star October 2009 TripAtlas preferred rate for CTDC members

35 Other Initiatives - Canada Canadian events highlighted in CTO newsletter monthly Media Awards for Canada Andrew Parris Award for Canadian Travel Agent Caribbean seminar accredited by CITC ACTA agents added to CTDC website

36 Public Relations and Publicity

37 October 08 to April 09 Lou Hammond & Associates (LH&A) generated print, online, broadcast media coverage; total reach: 522,851,900

38 October 08 to April 09 Highlights: Good Morning America (3x), Today Show, CNBC, CW11, NY Times, Washington Post, Toronto Star, Travel +Leisure, Wall Street Journal

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41 October 08 April 09 News bureau: Handled 200+ media requests/opportunities Editorial calendars: Monitored, pitched 100+ national, regional opportunities

42 October 08 April 09 Partner outreach: - Organized multiple PR Council meetings; provided overview, PR opportunities, Caribbean brand messaging, ideas exchange

43 October 08 April 09 Hot tips: Provided 50+ hot tip media leads, members/partners

44 October 08 April 09 Press releases: Steady news flow; 24 releases, avg. one per week Topics include: Seasonal packages Positive news round-ups Special events

45 Strategy Overall Align PR efforts: CTO Members, private sector partnership/promotional opportunities Continue focus on key themes: value, beach, geographic diversity, history, four-season destination, Caribbean culture/people

46 Strategy Overall Create ongoing, regular coverage Utilize partnership/promotional opportunities Engage the Diaspora and regional Caribbean media CTO literature Leverage major CTO events, e.g. Caribbean Weeks in NY/Toronto, ACTS, CTC

47 Strategy - USA Focus efforts on national outlets, as well as key regional markets with significant air service Continue to cultivate national broadcast opportunities Leverage consumer value opportunities positioning Caribbean as affordable, U.S. friendly escape

48 Key Tactics I. Social media buzz-building Grow the Caribbean s media presence utilizing social media sites, eg. Twitter, Facebook; engage dialogue, break news, provide incentives II. Electronic news bureau Grow press rooms, OneCaribbean.org, CaribbeanTravel.com Create definitive one-stop shopping media resource Engage partners, one-sheet news updates, fact sheets, each destination

49 Key Tactics III. IV. Travel expert broadcast outreach Assist editors, publicists; top travel magazines making TV appearances Supply Caribbean news, values, trends Caribbean Value Blasts Create monthly value blast s; round-up, best values/deals Provide valuable resource, media content

50 Key Tactics V. Regional media blitzes Take Caribbean spokesperson(s), key markets: New York, Boston, Philadelphia, Atlanta, Miami One-on-one meetings, editorial roundtables/interviews, Caribbean update VI. Small Partner PR Seminars Offer PR seminars, smaller islands without PR representation Focus, inexpensive tactics, opportunities Engage local hotels, tourism partners

51 Key Tactics Key Tactics VII. Seasonal segmented pitching Pitch quarterly What s happening in the Caribbean stories; break-out segments: spa honeymoons, culinary, outdoor/adventure, meetings, etc. Engage spokespersons, public/private sector; seasonal outlook, new openings, opportunities VIII. Press releases Continue regular press release distribution Translate releases, Spanish audiences

52 Key Tactics Key Tactics VII. Promotional partnerships Develop partnerships, tie-ins, key media/retail outlets

53 Key Tactics Key Tactics VIII. Caribbean Week in New York Pre-event press briefings Promotional Partnerships: Macy s, Bloomingdales, Empire State Building, Conde Nast Bridal, WPIX-TV Media Marketplace, Closing press briefing Pre-event radio/print interviews Guerrilla appearances, network morning shows Chef coordination Twitter updates, incentives Teaser + post-event releases

54 Key Tactics IX. Key Tactics Caribbean Tourism Conference Pre-event press announcement Coordination, media attendance, press room Partner press conferences Twitter updates Show blog Teaser + post-event releases

55 PR Strategies - Canada Emphasize/leverage long-standing relationship, Caribbean Canada, key media outlets Leverage Caribbean Week Toronto; maximum media awareness

56 PR Strategies - Canada Support non-cto events, including Taste of the Caribbean Montreal, increase Caribbean brand s profile Push beyond Toronto market; cultivate Ottawa, Montreal growth opportunities

57 Key Tactics - Canada Key Tactics I. Caribbean Week in Toronto Pre-event press announcement Pre-event radio/print interviews Promotional Partnerships Media Marketplace Guerrilla street-team appearances, network morning shows Twitter updates, incentives Caribbean Week Blog Chef coordination Teaser + post-event releases

58 Key Tactics II. III. Key Tactics - Canada Regional media blitzes Take Caribbean spokesperson(s), key markets: Toronto, Montreal, Ottawa One-on-one meetings, editorial roundtables/interviews, Caribbean update Canada NTO Coordination Liaise, Canada NTO representatives, news updates Position network Caribbean spokespersons, media resource

59 Key Tactics IV. Key Tactics - Canada Seasonal segmented pitching Pitch quarterly What s happening in the Caribbean stories; break-out segments: spa honeymoons, culinary, outdoor/adventure, meetings, etc. Emphasize winter season, snowbirds, increased seasonal air service V. Press releases Continue regular press release distribution Translate releases, French audiences, customize pricing, Canadian distribution

60 Key Tactics VI. Key Tactics - Canada Promotional partnerships Develop partnerships, tie-ins, key media/retail outlets THE BAY

61 Thank you!