2009-20102010 Americas Marketing Plan
Economic Outlook Global Economic uncertainty
Travel Trends - USA Uncertainty t creating narrower booking window Consumers trading down not out at almost all economic levels Y Partnership
Travel Trends - Canada Canadian arrivals increasing and market still looking strong Zoomer (baby boomers and older) represent growing outbound travel group
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
Response Proposed Regional Marketing Plan - (COTED) New Market Development for potential to deliver affluent clientele Strong Public Relations Campaign
Competitor Response HAWAII Waive or reduce landing fees Tax credits to airlines Fuel price hedging ORLANDO & LAS VEGAS Aggressively promoting to drive markets
Caribbean Tourism Development Company Public and private sector working in collaboration to market the region
Pi Primary Areas of ffocus Private/public sector cooperation Management and maintenance of our websites Engaging the Diaspora Public Relations and Publicity
Private/Public Sector Cooperation
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
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
Strategy t - USA Create a Caribbean TV Show Launch Rum & Rhythm events in the Region Support Caribbean Fashion Week
Strategy t - USA Develop media aggregation programs for members Develop website sale of multidestination land-based packages and ancillary services
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
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 2009 2nd Annual Caribbean Tourism Summit, (ACTS) Washington, DC June 2009 Information Management Conference October 2009
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
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 )
Management, Maintenance & Promotion of our Websites
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
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
Engaging the Diaspora
Ongoing Activity it Meetings with leaders and influencers of the Caribbean Diaspora Creating appropriate packages for this community with their guidance
Public Relations and Publicity
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
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
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
Media Target Sampling
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)
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
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
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
2009 Special Budget Initiatives
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:
Special Initiatives Caribbean Week Network Game Shows Target top network game shows, on-location shoots, prizes
Special Initiatives Caribbean in Prime Time Target top prime time reality and original broadcast series, Caribbean filming, plots
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
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
Special Initiatives Caribbean Day, Grand Central Terminal Caribbean culture, music, cuisine featured - Vanderbilt Hall Regional displays, interactive demonstrations, collateral, arts/cultural displays 500,000000 daily commuters
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
Special Initiatives Caribbean at Macy s Thanksgiving Parade Create Caribbean-themed float; islands flair; musical performance Caribbean artist, i.e. Rhianna; 21 million viewers
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
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
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
Special Initiatives Caribbean Nights, Pro Sports Events Sponsor Caribbean night promotions, top pro sports teams On-court/field fan interaction, prize giveaways, signage, broadcast
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
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
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
Special Initiatives Hurricane Education Outreach weatherpersons/news directors Lobby greater sensitivity, accurate reporting Support, statistics, islands not impacted Stress economic impact, generalized reporting
Ongoing Tactical Proactive pitching Press releases Press kit Deskside meetings/interviews Promotional partnerships News bureau/hot Tips/Editorial i calendars
Media visits Ongoing Tactical Events (STC, ACTS, etc) Resource guides Small partner support/consultation Photo/Video Library Media Training
Thank you!