MARKETING COMMITTEE. Saturday, June 21, 2008 Washington, DC

Transcription

1 MARKETING COMMITTEE Saturday, June 21, 2008 Washington, DC

2 CTDC s Mission: To own, promote, protect, advance and enhance the Caribbean brand.

3 Since last we met in October Media launch of CaribbeanTravel.com The Website New issue of CaribbeanTravel.com The Magazine Newspaper inserts to a million targeted U.S homes Condé Nast Bridal Media s Passport to the Caribbean Represented our members at targeted trade & consumer events Presented to Caribbean Diaspora leaders and influencers Extensive public relations activity

4 Details since last we met...

5 Media launch of the website in March, NYC

6

7 CaribbeanTravel.com Created NY media launch event, 60+ top outlets

8 Performance of the website In May 168,768 unique visitors. Total website traffic increased 89% year to date. Further details coming up from E- Site Marketing.

9 CaribbeanTravel.com The Magazine Now has a new look, digital version ks/questex/ctgb08/ )

10

11 Million Home Newspaper Campaign reached homes in New York Metro, Philadelphia Metro, Chicago and South Florida and 10,000 guides to Caribbean Travel Specialists ahead of the inserts Results: Increased visitation; increased awareness CMG Presentation coming up next.

12 Condé Nast Bridal Media s Passport to the Caribbean featured all 33 destinations in both Brides and Modern Bride program being developed.

13 Passport to the Caribbean A high-impact 16-page in-book special section Capital Caribbean Wedding contest 350 entries Custom micro-site - Brides.com/Passport - generated 2.4 million impressions Aggressive press campaign 19.7 million impressions

14 Targeted trade and consumer shows Philadelphia Inquirer Home-based Travel Agent Trade Show - Las Vegas Adventures in Travel Expo - New York City, Chicago, Long Beach, Washington, DC Boston Globe Travel Show The New York Times Travel Show Atlanta Travel Expo

15 Caribbean Beach Volleyball Siesta Key, Clearwater Beach and Hollywood, FL Hilton Head, SC 6 more tournaments to be held between now and September Grand Finale November 8 & 9 in the Dominican Republic

16 Caribbean Beach Volleyball 2008

17 Caribbean Diaspora Leaders and Influencers in Washington and NYC 60 attendees at 2 meetings in DC 67 attendees in NYC

18 Extensive PR coverage generated by Lou Hammond & Associates

19 LH&A Supporting Our Partners Organized multiple PR Council Meetings; developed cooperative efforts Hot Tip Media Leads provided 40+ publicity opportunities

20 CaribbeanTravel.com Launched Why My Life Needs the Caribbean Interactive Web Video Contest on Launched Caribbean Insider Blog

21 Special Events Sustainable Tourism Conference Extensive international coverage Hosted 15+ media

22 ACTS Organized 34+ international media Multiple dedicated press releases Extensive regional/national coverage Diaspora outreach

23 ACTS 2008

24 PROMOTIONS

25 RESULTS SAMPLING Coverage range includes: USA/Canada national consumer outlets Key travel trade National broadcast media Caribbean Diaspora in North America Caribbean regional

26

27

28 Caribbean Tourism Development Company Empire State Building Lighting Caribbean Heritage Month June 18, 2008 Total Running Time: 21 seconds Audience: 457,000

29 TOTAL AUDIENCE REACH November 2007 to June 15 th, million +

30 Looking Ahead / Ongoing Caribbean Insider Newsletter Caribbean Week Toronto Press Releases: average one a week; What s New, Trends, Issues Pro-active, segmented pitching Promotional Partnerships Caribbean brand stories, broadcast opportunities, Media Interviews Small Partner Assistance Crisis Management

31 And now presentations by E-site Marketing and Custom Marketing Group

32 Ongoing projects Expand the online booking and packaging capability of CaribbeanTravel.com (65% of our target want personalization & customization) (90% value an easy-to-use booking feature; 76% want destination maps that illustrate activities, dining, etc) Create a superb cadre of Caribbean Travel Specialists available online and offline (39% of our target use traditional travel agents; 81% of those value the agent s product knowledge and ability to get the best fares).

33 Ongoing projects Begin the sale of rich media on CaribbeanTravel.com and make it easier for our members to acquire and publish effective rich media Establish a series of Caribbean Weeks and Caribbean Weekends in major cities Expand the success of our Caribbean newspaper inserts and include other media Apply those economies of scale by establishing media aggregation for all members

34 Upcoming projects Expand the engagement of the Caribbean Diaspora leaders and influencers to create a large, tourism-informed resource and sales force Create CaribbeanTravel.net Create a Caribbean lifestyle television series emphasizing the stress-free meaning of Life Needs The Caribbean.

35 Upcoming projects Establish official products and services for the Caribbean through a process that provides faster, broader and easier market access for the providers - and revenues for CTDC Establish a Caribbean branded credit card Establish a series of Rum & Rhythm events Establish the online sale of Caribbean music Begin the sale of a range of high quality Caribbean-branded merchandize. Some items co-branded by our members.

36 ACCESSORIES LIGHTWEIGHT RUCKSACK micro ripstop polyester 520gsm breathable mesh back panel

37 WOMENSWEAR FASHION T-SHIRT 98% cotton / 2% spandex 135gsm

38 MENSWEAR CLASSIC T-SHIRT 100% ring spun cotton 165gsm double needle stitching colour options

39 MENSWEAR TREND T-SHIRT 100% cotton jersey white contrast trims

40 MENSWEAR LINEN SHIRT 55& cotton / 45% linen side vents personalised buttons

41 ACCESSORIES TEDDY BEAR 12 bear cotton T-shirt printed

42 Together, commit to a sustainable pool of resources that will allow us to deliver the objectives of promoting, protecting, advancing and enhancing the Caribbean brand for the benefit of all our members.