Economic Outlook. Global Economic uncertainty

Transcription

1 Americas Marketing Plan

2 Economic Outlook Global Economic uncertainty

3 Travel Trends - USA Uncertainty t creating narrower booking window Consumers trading down not out at almost all economic levels Y Partnership

4 Travel Trends - Canada Canadian arrivals increasing and market still looking strong Zoomer (baby boomers and older) represent growing outbound travel group

5 Travel Trends - Canada Growing interest in niche tourism (spas, sports vacations, girlfriend getaways Shift up-market leading to increased interest in more upscale destinations Significant Internet travel search of 97% who used internet, 72% plan to book online Ultimate Travel Survey

6 Response Proposed Regional Marketing Plan - (COTED) New Market Development for potential to deliver affluent clientele Strong Public Relations Campaign

7 Competitor Response HAWAII Waive or reduce landing fees Tax credits to airlines Fuel price hedging ORLANDO & LAS VEGAS Aggressively promoting to drive markets

8 Caribbean Tourism Development Company Public and private sector working in collaboration to market the region

9 Pi Primary Areas of ffocus Private/public sector cooperation Management and maintenance of our websites Engaging the Diaspora Public Relations and Publicity

10 Private/Public Sector Cooperation

11 Strategyt Continue efforts to increase awareness of the Caribbean while enhancing the brand US Market Expand Million Home Newspaper insert program in key markets; and among travel agents Make Rich Media available to members

12 Strategy t - USA Participate in consumer and trade events Adventures in Travel Expos Bridal Shows Luxury Travel Expos MICE market oriented shows like IT&ME Affordable travel shows in Latin American Affordable travel shows in Latin American market

13 Strategy t - USA Create a Caribbean TV Show Launch Rum & Rhythm events in the Region Support Caribbean Fashion Week

14 Strategy t - USA Develop media aggregation programs for members Develop website sale of multidestination land-based packages and ancillary services

15 Strategy t - USA Continue Caribbean Beach Volleyball Tournaments in key US markets Championship in Puerto Plata, Dominican Republic, November 8-9, 2008 Championship p venue to be determined for 2009

16 Organize Caribbean Events & Conferences 11th annual Caribbean Conference on Sustainable Tourism Development (STC-11). Marketing Conference in connection with Caribbean Week in New York, June nd Annual Caribbean Tourism Summit, (ACTS) Washington, DC June 2009 Information Management Conference October 2009

17 Strategy t - Canada Participation i in targeted t trade and consumer events in major markets in Canada: Maritime Travel Consumer Show, Halifax National Bridal Shows, Toronto Outdoor Adventure (Dive) Show, Toronto Golf Show, Toronto

18 Strategy t - Canada Expand Caribbean Week concept Toronto (week of September 21, 2009) Vancouver (date to be determined) Montreal (in connection with Taste of the Montreal (in connection with Taste of the Caribbean )

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20 Management, Maintenance & Promotion of our Websites

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22 Ongoing Activity it Interaction with website partners Use of analytics to measure success Add travel and non-travel products More Hot Deals Online Travel Agent University

23 Ongoing Activity it More effective use of social networking features Caribbean Insider Blog Adding other language sites Enhancement of Canadian version of Enhancement of Canadian version of CaribbeanTravel.com

24 Engaging the Diaspora

25 Ongoing Activity it Meetings with leaders and influencers of the Caribbean Diaspora Creating appropriate packages for this community with their guidance

26 Public Relations and Publicity

27 Public Relations & Publicity it Objectives I. Amplify Caribbean Brand II. Amplify brand messages/campaign g through earned media coverage Ensure Product Familiarity Ensure greater awareness/familiarity, Caribbean product III. Promote Tourism and Caribbean Promote importance, tourism industry, economy locally + travel industry

28 Public Relations & Publicity it Strategy I. Focus on key themes; lead, region s strengths II. Create ongoing, regular coverage, Caribbean destinations Drumbeat III. Place select high-profile national/regional stories IV. Ensure core message, CaribbeanTravel.com, included all communications

29 Public Relations & Publicity Tactical Priorities I. Segment messaging, media audiences II. Leverage trends: III. 1. Value Vacations 2. Green 3. Wellness Engage partners: 1. Messaging, Caribbean s voice 2. Crisis Management 3. Hot tips/editorial calendars 4. PR Council 5. Regional events, visits, releases IV. Outreach to Diaspora brand ambassadors

30 Media Target Sampling

31 Consumer Travel Culinary Broadcast - Broadcast - National Regional Caribbean Bon Appetit Good Morning Chronicle Travel + Life America (Boston) Conde Nast Traveler Islands Cooking Light Every Day with Rachael Ray Early Show Food Network CW11 Morning News Good Day New York National Geographic Food & Wine Style Network NY1 News Traveler Sherman s Travel Travel + Leisure Gourmet Saveur Today Show Travel Channel 9 News Now (DC) 10! Show (Philadelphia)

32 Group/ Meetings Convene Corporate Meetings & Incentives Group Travel Leader Lifestyle Nat l/syndic. Newspapers Allure Associated Press Boston Globe Glamour Gannett Miami Herald Men s Health New York Times Meeting News Out Traveler Reuters Meetings & Conventions Successful Meetings Prevention Town & Country Wall St. Journal USA Today New York Post Philadelphia Inquirer Toronto Globe & Mail Washington Post

33 Outdoors/ Active Golf Golf Digest National Geographic Adventure Outside Regional Travel Trade Web/Blog Boston Magazine New York Magazine Philadelphia Magazine Washingtonian Canadian Travel Press Recommend Travel Agent Travel Industry Today About.com Concierge.com Daily Candy JohnnyJet Scuba Ocean Drive Travel Pulse Thrillist Sports Fisherman Atlanta Home & Lifestyle Travel Weekly UrbanDaddy

34 Business/ Periodical Bridal Ethnic Family Businessweek Bride s Black Enterprise Child Forbes Bridal Guide Ebony Cookie Newsweek Elegant Bride Essence Family Fun Smart Money For the Bride Hoy Family Travel Forum Time Modern Bride Latina Parents US News & Pathfinder s Travel + Leisure The Knot World Report Travel Family

35 2009 Special Budget Initiatives

36 Special Initiatives Caribbean Week Network Talk Shows Bring top network/syndicated talk shows, broadcast from region; provide come-along prize trips, audience members/viewers Targets:

37 Special Initiatives Caribbean Week Network Game Shows Target top network game shows, on-location shoots, prizes

38 Special Initiatives Caribbean in Prime Time Target top prime time reality and original broadcast series, Caribbean filming, plots

39 Special Initiatives 32 Island Winter Weather Challenge Challenge network morning show weatherman, visit, broadcast, 32 islands/30 days give 32 lucky viewers chance to win visit, each island

40 Special Initiatives Caribbean Lounge at Rockefeller Center Create full-scale Caribbean Lounge, adjacent ice skating rink Warm sanctuary, skaters, tourists Caribbean food, drink, music Utilize, events Caribbean partners

41 Special Initiatives Caribbean Day, Grand Central Terminal Caribbean culture, music, cuisine featured - Vanderbilt Hall Regional displays, interactive demonstrations, collateral, arts/cultural displays 500, daily commuters

42 Special Initiatives Caribbean Sun Splash Mobile Promotion Major market cities experience head-turning event; fully customized box truck staged, recreate Caribbean beach theme; live vacationing couple having fun in sun

43 Special Initiatives Caribbean at Macy s Thanksgiving Parade Create Caribbean-themed float; islands flair; musical performance Caribbean artist, i.e. Rhianna; 21 million viewers

44 Special Initiatives The Caribbean Experience Store Create pop-up stores, major markets Full Caribbean atmosphere, music, food, fun Brand region; sell Caribbean logoed items Available, rental, CTDC partners, events

45 Special Initiatives Caribbean Celebrity Beach Volleyball Take Beach Volleyball series, new level, create Celebrity Pro-Am; Misty May-Treanor, Kerrie Walsh, Hollywood celebs, compete for charity Seek broadcast: VH1, ESPN

46 Special Initiatives Caribbean Sand Sculpture Series Carib-themed sand sculptures constructed, high-traffic metro areas; music, food, fun CTDC staff, partners provide Caribbean collateral, spectators Media invited, chronicle construction, interact

47 Special Initiatives Caribbean Nights, Pro Sports Events Sponsor Caribbean night promotions, top pro sports teams On-court/field fan interaction, prize giveaways, signage, broadcast

48 Special Initiatives Celebrity Spotting Caribbean-Style Embark on BUZZ campaign, host/promote noteworthy celebs vacationing Caribbean Partner publicists, post-trip publicity, People, Entertainment Tonight, Us Weekly, etc

49 Special Initiatives Iron Chef Caribbean Target Food Network s Iron Chef, specialthemed Iron Chef Caribbean ; top regional chefs compete, reigning iron chef, traditional dishes, recipes

50 Special Initiatives Caribbean Seasonal Satellite Media Tours Create series, themed satellite media tours, North America regional news outlets Lifestyle/travel expert offers tips, why Caribbean, perfect four-season destination Sample themes: Warm winter getaways, Romantic Valentine s retreats, Summer family fun

51 Special Initiatives Hurricane Education Outreach weatherpersons/news directors Lobby greater sensitivity, accurate reporting Support, statistics, islands not impacted Stress economic impact, generalized reporting

52 Ongoing Tactical Proactive pitching Press releases Press kit Deskside meetings/interviews Promotional partnerships News bureau/hot Tips/Editorial i calendars

53 Media visits Ongoing Tactical Events (STC, ACTS, etc) Resource guides Small partner support/consultation Photo/Video Library Media Training

54 Thank you!