CTO Americas Marketing Report November 2005 June Hugh Riley Director of Marketing, Americas June 15, 2006

Transcription

1 CTO Americas Marketing Report November 2005 June 2006 Hugh Riley Director of Marketing, Americas June 15, 2006

2 Mission Statement To provide to and through our members the services and information necessary for the sustainable development of tourism for the economic and social benefit of the peoples of the Caribbean.

3 Seven Primary Areas of Focus 1. Data management and analysis 2. Training, education and development of ourselves and workers in our industry 3. Management and maintenance of our renovated web site 4. Management and maintenance of our renovated membership site with a strong focus on best practices 5. Promotion of our web addresses always and everywhere 6. Constant improvement of our publicity and public relations efforts 7. Private/public sector cooperation with an eye on sustainability in all that we do.

4 1. Data Management and Analysis Overall traffic to DoItCaribbean.com increased 49% in Q compared to Q ,702 visitor sessions % of those visitors then went on to individual country sites from the CTO website.

5 1. Data Management and Analysis In-house data systems Reorganizing and maintaining databases of travel agents and consumers collected at events. These, in conjunction with others purchased from sources such as IATA, are available for the use of member countries. The creation of a CTO Image Gallery of trade and consumer events is helpful to members wishing to view events in which CTO staff participated. The gallery is located at

6 2. Training, Development, Education Staff development Accountant attended a Supervisory Management workshop in Barbados Accountant and Accounting Assistant received further ACCPAC training Industry development Ongoing discussions with GW University and UWI on Continuing Education credits for participating in Master Classes.

7 3. Management, maintenance of consumer web site DoItCaribbean.com New York staff participated in the process of selecting companies that will conduct extensive work on and provide various services to the reconstituted consumer site, which will have among other features - a new Booking Engine.

8 4. Management, maintenance of membership site OneCaribbean.org New York staff contributed ideas to the work conducted by consultants reviewing the performance of our sites, including the membership site where presentations, research papers, best practice case studies and similar documents will reside. We have been part of a concerted effort to improve the usefulness of OneCaribbean.org.

9 5. Promotion of Web Address Main call-to-action today is DoItCaribbean and OneCaribbean. Use of phone numbers and fulfillment pieces has slowed to a minimum. Regular schedule of blasts to trade and consumer groups. Press Releases, trade and consumer media interviews, talk shows, newspaper special sections, limited advertising.

10 6. Public Relations Increasing number and dollar value of articles mentioning Caribbean Tourism Organization or the Caribbean that appeared in recognized publications across the United States during the period under review. The vast majority of these articles were published as a result of information supplied to the publications by Kahn Travel Communications and by CTO.

11 6. Public Relations Only articles covering the Caribbean as a region are captured in the reports. In this audited Clip Report submitted by Burrelle s Clipping Service, the dollar value is computed on the basis of the cost of advertising in publications where the articles appeared.

12 6. Public Relations Jan. thru Dec there were 927 articles with a circulation of 170 million. Value = $49.1 million Jan. thru Mar there were 264 articles with a circulation of 66 million. Value = $13.6 million Note: Burrelle s Clipping Service now has audited circulation figures for most online media as well as print.

13 6. Publicity Caribbean Week Caribbean Week in New York continues to be the event that attracts the single largest volume of press concentrated solely on covering the Caribbean. The aim is to keep exceeding the level of media coverage obtained each year by more aggressive promotion and through the addition of new events.

14 Caribbean Week in New York New this year Caribbean Celebrity Cricket matches - Queens Gospel Fest concert - Brooklyn Vacation Mart - Manhattan Additional wedding (now two) at the Caribbean Fair - Manhattan Fashion Show at the Copacabana - Manhattan

15 Caribbean Week in New York Caribbean Week has been moved into June to work in synergy with the fact that June is being declared Caribbean Heritage Month in the US.

16 Caribbean Week in New York Overall 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 To provide opportunities for all member countries to promote their individual destinations

17 Caribbean Week in New York 3 times on a New York Magazine newsletter to 14k subscribers Listing in River to River Guide to Events in New York City Guide inserted in Manhattan delivery of New York Times (180,000 copies) Online Listings on New York Magazine 4. NYC & Company 5. AOL Event Listing 6. NYC Free Events 7. Streaming video on inssidethecaribbean.com 8. Live streaming of events on the Internet

18 Caribbean Week in New York 30 sec. Spots on: 1. CMC in Barbados, Cayman Islands, St. Vincent, Dominica, Trinidad, Jamaica, St. Lucia, Antigua, Belize, Bermuda, Grenada, St. Kitts and Suriname 2. MTV Tempo NYC 3. BETJ NYC 4. CIN TV NYC 5. News Channel 12 NYC 6. New York 1, NYC 7. BET 8. ESPN2 Distribution of Posters, Flyers, Post Cards, Discount Coupons Radio and Television Interviews blasts

19 Caribbean Week in New York

20 Caribbean Week in New York

21 Caribbean Week in New York

22 Caribbean Week in New York

23 Caribbean Week in New York

24 Caribbean Vacation Mart Agreement between CTO, Travel Impressions and its retail travel division - American Express Vacations - to set up a Caribbean Vacation Mart pavilion at New York City s South Street Seaport during the Caribbean Fair. CTO and CHA members booths also sell vacations and distribute materials.

25 2006 Trade Show Activity Increase in the number of trade shows in which CTO staff participate. Keep monitoring quality and growth. Goal is to turn show attendees into Caribbean vacationers by offering sales of Caribbean vacations at all shows where CTO has a booth. Encouraging all member countries to do same. New York Times Travel Show and Boston Globe Travel Show - CTO Chapter travel agents were stationed at the CTO booth and sold Caribbean vacations. One key to success here is to aggressively promote ahead of time so that consumers come prepared to purchase.

26 CTO Chapters CHA and CTO interviewed companies capable of creating and managing a community of productive travel agents. To create for the Caribbean a community of productive travel agents identifiable by level of productivity, nature of business and geographic location. Programs would reward travel agents for the volume of business they bring to the region and allow CHA and CTO members to identify the most productive agents in the US and Canada by postal code. Plan is to use this community of productive agents to eventually replace the current Americas chapter system.

27 CTO Chapters CTO Canada through VoX International has done extensive work on reviewing the various US systems and combining the best elements of CTO UK and CTO Holland. The results are being forged into a system that will immediately replace the Canadian Chapters and eventually the US Chapters as well.

28 Caribbean Weekend in Toronto Thursday, October 12 Round Table Media interviews Ribbon cutting ceremony Media, VIP & Partner lunch Travel Agent training sessions featuring the launch of the new e-training program Travel Agent Carnival showcasing an evening of Caribbean cuisine, music and entertainment

29 Caribbean Weekend in Toronto Friday, October 13 DoItCaribbean Wedding followed by Champagne Reception & Lunch Governments of the Caribbean Black Tie Gala including pre-dinner cocktails, Silent Auction and 'Invitation Only' VIP reception prior to the Gala

30 Caribbean Weekend in Toronto Saturday, October 14 Caribbean Marketplace - exhibits from Caribbean countries, vendors and suppliers of Caribbean vacation products will be showcased at this consumer event. Consumers will be able to purchase vacations. Sunday, October 15 Church Service featuring the Caribbean Chorale of Toronto to mark the end of the event.

31 Passport Campaign United States Western Hemisphere Travel Initiative: all travelers including Americans entering or reentering the US will need a passport, starting January 01, Public Relations, media interviews, direct mail, e- mail, trade and consumer events to publicize the fact. CTO and CHA engaged in the effort to lobby the US Government for important concessions to lessen the negative impact. CTO has worked with Green Team Advertising to create a strong campaign aimed at informing and motivating the public. Campaign was presented to the six country representatives who attended the Directors of Tourism meeting in San Juan and circulated to all members.

32 Passport Campaign

33 Passport Campaign You Need a Passport Awareness Campaign A Caribbean Tourism Organization Initiative April 21, 2006

34 Passport Campaign Background Imagine: 7 million less American visitors 188,000 Caribbean jobs in jeopardy Some destinations greatly affected Many stakeholder businesses in danger Not just 2007; once any visitors leave, it will be difficult to get them back

35 Passport Campaign Caribbean Visitors/Non-Passport Owners Target Audience: Demographics Total (adults 18+): 7,036,000 (Source: MRI Doublebase 2005)

36 Passport Campaign TRADE HANDOUT FOR PARTNERS (FRONT)

37 Passport Campaign TRADE HANDOUT FOR PARTNERS (INSIDE)

38 Passport Campaign

39 Partnering with Lonely Planet World s most respected and recognizable independent travel publisher Guidebook for every country in the world (including Caribbean islands) Over 600 titles Lonely Planet Web site million unique visits per month The Thorn Tree blog - 400,000 unique visits per month Lonely Planet Comets newsletter:190,000 subscribers - 35% American

40 Partnering with the United States Postal Service (USPS) CTO has established a partnership with the United States Postal Service (USPS) to allow U.S. citizens needing a U.S. passport to apply for one at CTOsponsored events. The USPS took a booth at the Caribbean Fair and actively promoted that fact to its own database, to ensure that consumers arrive with the proper documents.

41 Partnering with the United States Postal Service (USPS) USPS Booth at Caribbean Fair 20 applications were accepted for U.S. passports - 18 customers had photos taken on Tuesday, June 13, 2006.

42 Partnering with the United States Postal Service (USPS) USPS Booth at Caribbean Fair

43 Partnering with the United States Postal Service (USPS) CTO has recommended a similar arrangement to our strategic partners who arrange travel shows throughout the US. CTO distributed the attached Homeland Security/Department of State flyer to member countries and inserted it into all relevant outgoing mail.

44 Honoring Innovation Last year we introduced the Caribbean Creativity in Travel Awards, designed to recognize and reward travel agents for creativity in selling the Caribbean. Partnered with Travel Agent Magazine in the US and Travel Week Magazine in Canada. This year the first Caribbean Tourism Innovators Awards will to recognize creativity and innovativeness throughout the tourism industry.

45 Caribbean Youth Photo Contest Partnered with National Geographic Traveler Magazine to create Caribbean Youth Photo Contest In My View. First winner is 12-year old Naomi Vonk of Aruba with a photo called: Friends Jumping from Pier. Second place - Lauren Knorr, 17, of Nevis with Rainbow ; and third, Daryl Charles also 17 from St. Kitts with Boys Playing Football. Winner goes to Washington DC. Photos displayed at the National Geographic headquarters in Washington, DC and placed on the CTO Image Gallery.

46 Caribbean Youth Photo Contest

47 7. Private/Public Sector Cooperation Logo Launch May 17

48 7. Private/Public Sector Cooperation In accordance with the terms of the Memorandum of Cooperation and Understanding signed by the CHA and CTO last October, our offices have set about implementing a number of the items listed in the document. These items are now at various stages of completion.

49 7. Private/Public Sector Cooperation The formation of a joint venture company that protects the not-for-profit status of our two organizations and shields our membership to the extent possible. The creation, promotion and protection of a Caribbean logo. The creation of joint websites, one of which will house a booking engine and will be a major source of commercial activity for our members and strategic partners. The creation, through sponsorship financing, of a Team Caribbean in the National Association for Stock Car Auto Racing (NASCAR)

50 7. Private/Public Sector Cooperation The creation of joint collateral materials to supplement the CHA-CTO brochure currently in circulation The creation of an Official Caribbean publication that would feature significant editorial on the region in every issue and a pullout section that could be used at shows or as a fulfillment piece. The creation of impactful Caribbean pavilions at major trade and consumer events

51 Circulation: 795, Private/Public Sector Cooperation

52 7. Private/Public Sector Cooperation

53 Special Collector s Edition First issue ever dedicated to one country/ region 7. Private/Public Sector Cooperation

54 Other Matters Office Space Immediately following the last Board Meeting we wrote to Ministers and Directors of Tourism re our intension to cut the cost of our office rental at 80 Broad Street, New York City. Then conducted extensive research to compare the cost of office space in and around New York, as well as New Jersey and Florida. In the end, the solution was to remain in the least expensive part of the City - Lower Manhattan reduce the amount of space by 30% and renegotiate the rate with the landlord. Result has been a saving of approximately $60,000 in the first year and over $300,000 over the period of the five-year lease ending in 2011.

55 Activity Summary A spreadsheet circulated to members summarizes some of the CTO initiatives in which our office and our member countries participated during the period under review. We identified Trade & Consumer Shows, Caribbean Week in New York and editorial coverage in three newspaper special sections.

56 Assessed Contributions to the Marketing Fund Member countries contributions for 2006 are past due. Fixed commitments CTO must meet include a range of independent contractors providing public relations, representational services, marketing communications, and Internet Development for the Caribbean region in the US, Canada, the UK and Europe. These services are funded from the Regional Marketing Fund.

57 Assessed Contributions to the Marketing Fund Services covered by the RMF benefit the region as a whole. There is no way of cherry-picking the benefits an individual country might derive and subtracting those from the whole. The Report shows a listing of the requested contributions by country. Future delivery of many of the services listed here is in jeopardy.