americas marketing report and plan . june 2009marketing report october 2008 – june 2009 &...
TRANSCRIPT
Americas InterimMarketing Report
October 2008 – June 2009&
Marketing PlanJune – October 2009
Presented by Sylma Brown Bramble
Director of Marketing, Americas (Ag.)
June 11, 2009
• 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
Trends and Outlook
• Impulse market with unprecedented discounts and bonuses
Trends and Outlook
Marketing Activities -USA
• 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
Branding
Site Upgrades• “More Hot Deals” page to accommodate
the increasing number of requests for deals
• Upgrade “Specials” tool to promote multiple events
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
CaribbeanTravel.com
Program overview• 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 NewsBergen Record, Philadelphia InquirerChicago Tribune, Sun Sentinel
Million Home Marketing Campaign
Target• 1 million high income households• 400,000 opt-in pre-qualified consumers• 10,000 top-producing travel specialists
Million Home Marketing Campaign
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
Caribbean Week in New York
Objectives• To provide opportunities for all members
to promote their individual products and services
• To engage the Caribbean Diaspora
Caribbean Week in New York
New this year• Caribbean Treats: Food, Rum & Rhythm• Travel Agent Workshop• Caribbean Diaspora Workshop• Caribbean Meetings & Incentive Travel
Showcase
Caribbean Week in New York
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
ACTS
Discussion Topics• US Customs and Immigration pre-
clearance in the Caribbean• Funding of tourism research and
technology projects• Partnership in sustainable energy and
other green projects
ACTS
Caribbean Week in New YorkPublicity
Caribbean Week in New York
Significant publicity via:• Radio• Print media• Postcard/flyer distribution• Website• Social networking• Press releases• Television
Membership
Chapters• Continue to work with existing chapters
whose membership now comprise producing agents for the Caribbean
• E-learning and rewards program on hold
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
Membership
Allieds• New members being added on a regular
basis• Companies with an interest in Caribbean
tourism being encouraged to join
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
Media Co-op Ventures & Relationship Building
Discussions being held with:• Caribbean American Chamber of
Commerce & Industry (CACCI)• Caribbean American Business
Association (CABA)• Census 2010
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)
Newsletters
Edit and distribute• Monthly CTO E-newsletter• CTO Foundation News
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
Marketing Report& Plan - Canada
Trends and Outlook• Canadians made 5.1 per cent more trips
to non-US destinations during the first quarter of 2009. Caribbean was a main beneficiary.
• Despite the downturn in the economy, Canadians took advantage of “good deals” in package prices offered to the Caribbean.
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.
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
Key Highlights
Caribbean Week – October 2009 • Media Marketplace & Awards• Rum & Rhythm Consumer event
Key Highlights
Caribbean Week 2008
• 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
Marketing Activities - 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
Other Initiatives - Canada
Public Relationsand Publicity
• Lou Hammond & Associates (LH&A) generated print, online, broadcast media coverage; total reach:
522,851,900
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
October ’08 to April ‘09
• News bureau: Handled 200+ media requests/opportunities
• Editorial calendars: Monitored, pitched 100+ national, regional opportunities
October ’08 – April ‘09
• Partner outreach:- Organized multiple PR Council
meetings; provided overview, PR opportunities, Caribbean brand messaging, ideas exchange
October ’08 – April ‘09
• Hot tips: Provided 50+ “hot tip”media leads, members/partners
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
October ’08 – April ‘09
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
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
• 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
Strategy - USA
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
Key Tactics
III. Travel expert broadcast outreach• Assist editors, publicists; top travel magazines
making TV appearances• Supply Caribbean news, values, trends
IV. Caribbean Value Blasts• Create monthly “value blast” emails; round-up,
best values/deals• Provide valuable resource, media content
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
Key Tactics
Key TacticsVII. 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
Key Tactics
Key TacticsVII. Promotional partnerships
• Develop partnerships, tie-ins, key media/retail outlets
Key Tactics
Key TacticsVIII. Caribbean Week in New York
• Pre-event press briefings• Promotional Partnerships: Macy’s,
Bloomingdales, Empire State Building, CondeNast 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
Key Tactics
Key TacticsIX. Caribbean Tourism Conference
• Pre-event press announcement• Coordination, media attendance, press room• Partner press conferences• Twitter updates• Show blog• Teaser + post-event releases
Key Tactics
• Emphasize/leverage long-standing relationship, Caribbean – Canada, key media outlets
• Leverage Caribbean Week Toronto; maximum media awareness
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
PR Strategies - Canada
Key TacticsI. 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
Key Tactics - Canada
Key TacticsII. Regional media blitzes
• Take Caribbean spokesperson(s), key markets: Toronto, Montreal, Ottawa
• One-on-one meetings, editorial roundtables/interviews, Caribbean update
III. Canada NTO Coordination• Liaise, Canada NTO representatives, news
updates• Position network Caribbean spokespersons,
media resource
Key Tactics - Canada
Key TacticsIV. 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
Key Tactics - Canada
Key TacticsVI. Promotional partnerships
• Develop partnerships, tie-ins, key media/retail outlets
Key Tactics - Canada
THE BAY
Thank you!