Go Blue Central America:

2013 Marketing Strategy

Go Blue Marketing Activities

“I think I’d like to take a dive vacation in Honduras"

“Roatán looks great...I want to go there one

day”“I am going to Roatán – what should I see while

I’m there?”

“Roatán was absolutely amazing…I can’t wait to tell my friends what I did

there!”

Traveler Mindset

“I know what I want to do in Roatán, now I need to book

my trip”

Go Blue Marketing Activities

Target PersonasGo Blue Target

PersonaDestination Activities

Trends/Preferences

1. Watersport Enthusiasts

Diving, snorkeling, sailing, nightlife

7-10 day trips, highly focused on water activities

2. Backpackers Budget tour/lodging options, nightlife

Multi-week/multi-destination itineraries

3. Cruise ship / sun & fun / leisure travelers

Day tour options, beaches, dining options

Low to mid-range spending, low risk options

4. Nature Lovers / Wildlife Enthusiasts

Hiking, birding, protected areas, active adventure

Eager to explore, willing to pay a premium for quality

5. Cultural/Community Enthusiasts

Cultural exchange, volunteer opportunities, agritourism

Will to pay a premium for authenticity/uniqueness

Go Blue Marketing Activities

“I think I’d like to take a dive vacation in Honduras"

Traveler Mindset

• Optimize Go Blue Geotourism website with keywords• Create Go Blue “Blog” with relevant and engaging content

that drives visitors to Go Blue Geotourism website, built around Geotourism “themes”

Marketing Activities

Go Blue Target Personas Content 1. Natural Areas 2. Cultural &

History3. Food, Drink,

Nightlife4. Outdoor Recreation 5. Sustainability

Roatan Watersport Enthusiasts

Blog PostIntro to Roatan Marine Park (RMP)

Roatan's shipwrecks and their history

Making responsible seafood choices

Best time for whale sharks

5 signs your dive shop is sustainable

Go Blue Marketing Activities

Launch Social Media • Launch Go Blue FB and Twitter pages, and request

subscribers like/follow• Crowd source existing image/video content for Pinterest and

YouTube channelLink Building• Monitor online forums (e.g. CA travel, diving) to provide

content and links to Go Blue website

Marketing Activities

Triggers for blog posts – announcement of new content pushed out through Facebook and Twitter

Recurring thematic posts, such as “Photo Friday”

Announcing promotions and contests to consumers

Announcing special events, volunteer opportunities, and other local news at the Go Blue destinations

Go Blue Marketing Activities

Go Blue Target Personas Content 1. Natural Areas 2. Cultural &

History3. Food, Drink,

Nightlife4. Outdoor Recreation 5. Sustainability

Bocas del Toro Backpackers

Travel Planning Guide / Call to Action

Guide to Best Beaches in Bocas

Bocas Historical/Town Walking Tour

Bocas Sundowner/Happy Hour Guide

Bocas Hiking Guide

Bocas Sundowner/Happy Hour Guide

“Roatán looks great...I want to go there one day”

Traveler Mindset

• Offer travel planning guides as a “Call to Action”/incentive to convert website visitors into Go Blue subscribers

• Conduct direct email campaigns with new subscribers to offer them tips to exploring the website, invitations to find/follow social media, etc.

• Sending Go Blue eNewsletters to subscribers that contain information repurposed from that quarter’s blog posts and social media

Marketing Activities

Go Blue Blog

Go Blue Marketing Activities

Travel Planning Guides / Calls to Action Included as incentives within

blog posts – “To download your own Bocas Community Tourism Guide, click here!”

Bring visitors to the Go Blue subscribers landing page

Travel guides repurpose existing Geotourism nomination content, and include: Nomination content and map Visitor code of conduct associated

with each particular activity Go Blue businesses that offer

activity

Go Blue Marketing Activities

“I am going to Roatán – what should I see while I’m there?” “I’m ready to book my trip”

Traveler Mindset

• Directly link participating Go Blue business nominations pages to:

Blog entries Clickable links in PDFs/Travel Planning Guides

Marketing Activities

“I can’t wait to tell my friends what I did in Roatan!”

Traveler Mindset

• Providing encouragement and outlets for returning visitors to share testimonials, photos, video, etc. on Go Blue Geotourism website and via Go Blue social media pages

Marketing Activities

Communications with Local Nominators

Local Nominator Newsletter Quarterly internal communications

Project and destination news and updates

Announcements/invitations to online marketing webinars

Distribution of marketing toolkits Distribution of sustainability

toolkits Distribution of local print collateral