highlights of the cayman islands marketing in europe, canada & the united states pilar bush dept...
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Highlights of the Cayman Islands Marketing in Europe, Canada & the United States
Pilar BushDept of Tourism,
September 13, 2007
Product Development & Management
Public Relations &Image Management
Research & Information Management
Strategic Planning & Technical Policy Advice
Marketing & Promotions
Roles & Function of the Dept. of Tourism
Dept. of Tourism
Overview of Role & Responsibilities
Agenda
DOT Background Information
Current Situation & Objectives
Highlight marketing activities in Europe, Canada and the US
Marketing Challenges for the Future
Situational Analysis
Visitor Arrivals Year to Date
Cruise Arrivals with Year-to-Date (YTD) Totals
Stay-over Arrivals with YTD Totals
Stay-over Arrivals - YTD Totals (Jan – Aug)
0
50000
100000
150000
200000
250000
2003 2004 2005 2006 2007
year
# of
visitor
s
Arrivals by Region: AUGUST
2006 2007 % Diff. 2006 2007 % Diff. 2006 2007 # Diff.
USA 14,556 15,317 5.20% 34,872 36,414 4.40% 82.80% 80.90% 9,729
Northeast 5,266 5,299 0.60% 10,559 10,985 4.00% 26.60% 26.50% 4,237
Midwest 2,154 2,014 -6.50% 5,366 5,066 -5.60% 18.40% 17.60% 1,240
Southeast 3,533 3,938 11.50% 9,128 9,939 8.90% 18.80% 18.00% 1,307
Southwest 2,477 2,586 4.40% 7,171 7,242 1.00% 13.10% 12.60% 1,130
West Coast 1,126 1,480 31.40% 2,647 3,182 20.20% 5.80% 6.20% 1,815
Europe 1,258 1,425 13.30% 2,302 2,894 25.70% 6.10% 6.60% 2,047
UK & Ireland 869 1,005 15.70% 1,643 2,138 30.10% 4.40% 4.90% 1,749
Continental Europe 389 420 8.00% 659 756 14.70% 1.60% 1.60% 298
Canada 574 708 23.30% 1,203 1,527 26.90% 5.40% 5.50% 1,232
DOT Subtotal 16,388 17,450 6.50% 38,377 40,835 6.40% 94.30% 93.00% 13,008
Other 1,676 2,031 21.20% 3,943 5,541 40.50% 5.70% 7.00% 3,648
Total Air 18,064 19,481 7.80% 42,320 46,376 9.60%
Total Cruise 144,179 99,753 -30.81% 266,960 208,949 -21.73%
_
For Month August Quarter 3 % Total Air Arrivals YTD
Year to Date 2006 –vs- 2007 Arrivals
COUNTRIES YTD for 2006 YTD Difference YTD for 2007 %
USA 159,669 9,729 169,398 6.1
Canada 10,357 1,232 11,589 11.9
Europe 11,800 13,847 2,047 17.3
<UK & Ireland> <8,574> <10,323> <1,749> 20.4
Other 10,980 14,628 3,648 33.2
Total Air Arrivals 192,806 209,462 16,656 8.6
Current Room Stock
Current Room Stock*Current Room Stock*GCM, CYB, LYB
Category GCM CYB LYC TOTAL
GUESTHOUSE 294 75 18 387
APT / CONDO 1788 64 48 1900
HOTEL 2058 63 76 2197
TOTAL 4140 202 142 4484
Based on available bedrooms, as of August 30th 2007
Current Room Stock*Current Room Stock*GCM, CYB, LYB
Category GCM CYB LYC TOTAL
GUESTHOUSE 294 75 18 387
APT / CONDO 1788 64 48 1900
HOTEL 2058 63 76 2197
TOTAL 4140 202 142 4484
Based on available bedrooms, as of August 30th 2007
Occupancy Statistics
Occupancy Statistics GCM, CYB, LYB
Hotels Hotels Apts/Condos & Guesthouses
Apts/Condos & Guesthouses
2006 2007 2006 2007
January 59% 69% 42% 40%
February 71% 77% 56% 51%
March 79% 81% 56% 56%
April 72% 69% 52% 47%
May 64% 65% 38% 40%
June 62% 62% 44% 46%
July 56% 60% 46% 48%
August 48% 43% 32% 39%
Non-Stop Airlift
Public & Private Sector Goals For 2008
Increase Stay Over Visitation
2007 … … Goal is for 300,000 Visitors
2008 … … Goal is for 317,000 Visitors
Improve the Visitor Experience
Develop effective information exchange between stakeholders
Agenda
DOT Background Information
Current Situation & Objectives
Highlight marketing activities in Europe, Canada and the US
Marketing Challenges for the Future
Top 3 Strategic Objectives
Generate Brand Awareness
Communicate Brand Relevance
Motivate Visitation
CI Marketing in the Europe
Marketing Objectives
To increase European visitor arrivals
Raise awareness for the Cayman Islands as a luxury holiday destination through increased marketing investment
Redefine the target market and geographical priorities
Drive traffic to website as the primary source of information
Whilst also addressing structural challenges affecting growth - airlift, hotels, focus on Europe, Cayman Airways and DMC
Redefining the target market
74% of all European visitors from the UK
Target redefined as up market 50+, HHI £100,000+
Well traveled
Adventurous but want creature comforts
‘Five Star Explorers’
Geographically live in wealthier areas - London and the North West
Advertising strategy
Media strategy
Two bursts of activity - February and October
Radio, press and online mix
Weekend focus on radio promotions and airtime (e.g. Classic FM) and in national newspaper supplements (e.g. Times, Telegraph)
Banner activity on relevant websites (e.g. 50 connect, CN Traveler)
Continuous online presence - search
Advertising strategy
Creative strategy focused on ‘educating’ the audience on what the Cayman Islands has to offer
Further information available on the website or as downloadable podcasts on radio station websites
Appeals to audience interests
Taking attractions and aspects of the Cayman Islands that match these interests
Nature, wildlife, restaurants, relaxation, dive/snorkelling
Creative - press and online
PR strategy
Supporting the same strategy and targeting the same core audience
Also supporting niche audiences and special interests: family, dive, adventure, romance, wildlife
Multi-faceted campaign combines communication of key targeted messages with the distribution of additional themes and stories
Responding to changes in consumer media habits
Dynamic and organic campaign incorporating all types of media
Big Thinking
BBC Wildlife supplement
Broadcast TVRugby 7’s and SportsAdventure
Radio syndicationBlue Iguana
Online developments
Booking portal - www.caymanislandstravelmarket.com
Introduction of a booking portal, supporting the trend towards independent bookings
Increase in the use of the internet to research and book holidays (it is predicted that 66% of all travel bookings will be made online)
Cayman Islands microsite to be launched in October
Supporting the strategy of ‘educating’ our target audience
A visual and interactive experience
European visitor arrivalsYTD Aug 2007 +17.34%
EUROPEAN ARRIVAL FIGURES
0
500
1000
1500
2000
2500
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Months of Arrival
Arr
iva
l Fig
ure
s
2005
2006
2007
Canadian Marketing Strategy
2007 | 2008
Presented September, 2007
Consumer Market Matrix
• Meetings and Incentives•Romance
Festivals • Spa • Cruise• Culture & Heritage
Core Canadian Target Market: Consumer
ATTRIBUTES• HHI 100 K+
• Predisposed to Luxury Travel• Age 35 - 65
• Expect quality experience for money
NICHE• Cross Generational Families (female skew)
• Dive/Nature/Soft Adventure• Culinary
SUPPORT• P.R.
•AdvertisingSecondary Market
Filler Market
Target Markets Matrix
PROVINCES • Quebec • MaritimesCITIES • Montreal • Quebec City
•Halifax
Secondary Target Markets
Core Trade/ConsumerTarget Market - Region
PROVINCES• Ontario • Alberta
• British ColumbiaCITIES
• Economically-viable cities intarget provinces:• Toronto GTA
• Ottawa• Calgary/Edmonton
• Vancouver
Canadian Advertising 2007 | 2008
Brand
Awareness
Image / look
Publications
Ad Frequency
Relevance
Targeted Message
Niche Markets
Integrate Sales / PR
Visitation
Promote Ease of Access
Promote Partners
Call to action / Web
Advertising Priorities
Magazine Ads: Consumer
Magazine Ads: Consumer / Romance
Canadian Public Relations 2007 | 2008
2007 | 2008 – PR Objectives
• Position the Cayman Islands as THE leading, up market Caribbean destination for discerning Canadian travellers
• Elevate the profile of the Cayman Islands in Canada, seize this opportunity to “refresh” the brand with media and key influencers
• Further develop existing relationships with media contacts, forge new ones
• Work in unison with Marketing & Advertising to fully leverage opportunities
2007 | 2008 - PR Strategy
• Immediately establish a clear presence with the media
• Utilize creative tactics to build excitement/buzz for the brand
• Expand media base to include niche outlets consumed by discerning Canadians, ie. fashion, cuisine, home décor, professional pubs, etc. in addition to working with core travel media
• “Create the news” with proactive media relations efforts, keep CI on the radar throughout the year
Cayman Islands Department of Tourism - Canada
RBA ADVERTISING
CI Marketing in the United States
Families
Travel Trade
Dive
Romance
Interest-based transients
Sun, sea, sand and spa seekers
Age 30-64
HHI = $100K+College Grad+
Experiential
Active
Predisposed to Caribbean travel
Own Passport
CORECORE
EXTENDEEXTENDERR
FILLERFILLER
Cayman Islands Target Audience
‘Sunken Treasures, Sparkling Pleasures’ new luxury ad developed for the luxury publications that were added recently to media plan.
Response to the increase in HHI to >100k
US Print Creative
‘Jazz Riffs, Fork Lifts’ brand ad with the 2007 Cayman jazz fest tag.
US Print Creative
‘Spoiled Little Kids’ brand ad developed to speak to the ‘Baby Boomer’ demographic
US Print Creative
Cayman jazz fest ad featuring Brian McKnight.
November 29 & 30 and December 1st.
US Print Creative
US Print Creative
Cayman Airways ad promoting new non-stop service to JFK in New York.
Out of Home
Interactive
caymanislands.ky/jfk landing page
caymanislands.ky/jfk landing page
Hotel offers
Agenda
DOT Background Information
Current Situation & Objectives
Highlight marketing activities in Europe, Canada and the US
Marketing Challenges for the Future
Keys to Success
Focus on Getting the Right Visitor To the Cayman Islands and at the Right Time
Dedicate our time and money to that deliver highest ROI
Ensure that all stake holders are engaged, committed and results-oriented
Embrace new technologies & leverage our combined marketing resources
Sustain current cooperation between public and private sector
Maintain visitor safety
Ensure responsible management of the marine environment
Manage the broader image of the Cayman Islands
Thank you