Making the Most of CTO Membership - Marketing - Presented by: Sylma Brown Bramble Director of Marketing, The Americas May 26, 2011
The Marketing Department CTO s Marketing Department is responsible for carrying out specific tasks, including creating events that are deemed to "market the Caribbean as a brand and support the efforts of our member countries
The Regional Marketing Fund The Regional Marketing Fund is the main source of funding for all marketing activities undertaken by the Marketing Department
Regional Marketing Fund 17 members paid for 2010 Anguilla, Aruba, Bahamas, Barbados, Bermuda, Cayman Islands, Curaçao, Grenada, Jamaica, Montserrat, Saint Lucia, St. Maarten, St. Vincent & the Grenadines, Trinidad & Tobago, Turks & Caicos, US Virgin Islands $3,000,000 $2,500,000 $2,000,000 $1,500,000 $1,000,000 $500,000 $0 2009 2010 2009 2010 Budgeted $2,680,950 $2,680,950 Collected $1,186,698 $1,410,097
Regional Marketing Fund 3 members have paid for 2011: St. Maarten Trinidad & Tobago US Virgin Islands 2010 2011 Budgeted $2,680,950 $2,680,950 Collected $1,410,097 $374,571
Marketing Activities To seek out opportunities in which the smallest of our member countries can promote itself in major newspapers, magazines and other media, as well as through online exposure, throughout our most important markets at prices that are otherwise unavailable to them. To develop niche and general interest programs with media and other companies that result in measurable returns for the destinations. To focus on activities that deliver the highest combined investment returns to our members in terms of both goodwill and revenues.
Marketing Activities Branding Trade and Consumer Shows Caribbean Goes Road Shows Events and Conferences CaribbeanTravel.com Caribbean Brochure Membership Strategic Alliances Caribbean Diaspora Program Newsletters and Social Media Public Relations & Publicity Sponsorship Solicitation and Fund-raising
Branding The use of the Caribbean logo in collaterals and advertising Maintaining consistent brand imagery Economies of scale (production and distribution) Lower marketing costs Powerful brand that provides quicker regional identification (globally) Increasing international media reach (especially with the explosion of the Internet)as an enabler Encourage members to insert logo into their ads to increase visibility, brand recognition and endorsement
Trade and Consumer Shows Organize pavilions, sections or villages at major Trade and Consumer Shows including: Los Angeles Times Travel Show SITV Montreal Outdoor Travel Show ASTA S IDE Conference
Trade and Consumer Shows NY Times Travel Show (Focus on the Caribbean Conference) Boston Globe Travel Show Philadelphia Inquirer Travel Show Travel & Adventure Shows (Chicago, Washington DC, Los Angeles)
Trade and Consumer Shows New Markets & Opportunities Caribbean Section at ABAV in Brazil, October 20-22, 2011. Goal: further explore the market s potential for increasing Brazil s Caribbean productivity International Destination Expo and Conference in Puerto Rico, April 13-17, 2011. Create Caribbean focused Trade Shows like Caribbean Goes series Shows FCCA
Objectives: Caribbean Goes Road Shows Identify and support top producing travel agents in primary and secondary markets Provide opportunities for the CTO Chapters to recruit qualified travel agent members Offer opportunities to governments to interact with local media Strengthen relationship with tour operators
Caribbean Goes Road Shows
Events & Conferences Organize Caribbean Week in New York and Caribbean weekends in source markets. Caribbean Week in New York : Interfaith Celebration Workshops for NTOs and Travel Agents Caribbean Diaspora Forum Caribbean Travel and Cultural Fair, Vacation Mart, Auction and Wedding Caribbean Fashion Show CaribbeanTales Power Networking Breakfast with Investment Banker
Caribbean Week in New York
Caribbean Week in New York Rhythms of the Caribbean Ball Fusion of the Governments of the Caribbean State Ball and Rum & Rhythm
Leveraging Partnerships Leveraging partnerships to deliver unique consumer events: In-store promotions (including LCBO locations, Toronto) 100 DOT Chain stores Caribbean Days at businesses targeting employees Malls and Department Stores Food Festivals Toronto Caribbean Carnival (formerly CARIBANA).
CTO Conferences Caribbean Conference on Sustainable Tourism Development - Guyana, April 2012 CTO Leadership Strategy Conference, St. Kitts - Fall 2012 CTO State of the Industry Conference - St. Martin September 14-17, 2011 Careers in Tourism Conference Conference for Travel Agents Caribbean Diaspora Conference
CaribbeanTravel.com
CaribbeanTravel.com Ongoing Activity Management and operation of website by CTO New York office Continuation of Search Engine Optimization (SEO) and Search Engine Marketing (SEM) Hot Deals
Caribbean Brochure Guide to the Caribbean 2010-2011 Guide to the Caribbean 2010/2011 has been distributed during trade and consumer events; or on request by telephone, email and the websites. Currently soliciting for the 2012/2013 edition.
Promotions Caribbean Activity Chart/Map Caribbean Activity Chart includes: All destinations Website listing of all members Activities that visitors can experience during their vacation Map of the Caribbean
Membership Chapters Focus on engaging qualified travel consultants with a focus on agents production over quantity. Seminars on destinations/products to travel agents (in 2011 more than 700 travel agents have benefited) Website to manage the Chapters online, including membership registration, registration for seminars/webinars and other features to communicate with the travel agent Chapter members. Website will be linked to members consumer website.
Membership Webinars Webinars hosted by NTOs reaching accredited Travel Agents on IATA list "Anguilla Captures The Bachelor" "Fantastic French and Delightful Dutch" (St. Martin/St. Maarten) "Puerto Rico, Best overall Destination Caribbean "Destination Antigua and Barbuda The Perfect Getaway" "Jamaica, Once You Go You Know"
Memberships NTOs Schedule regular meetings with the National Tourist Office (NTO) representatives to share reports on the performance of the sector at the national level, get updates on new developments, share best practices, discuss opportunities to promote the region, and seek input in planning these promotions. Establish the clearing house on OneCaribbean.org to avoid conflicts in marketplace activities Coordinate workshops for NTO representatives Continue to involve NTOs in the planning of Caribbean Week and other activities
Memberships Allied Members Encourage companies with an interest in Caribbean tourism to become active members. All members of the organization are afforded the opportunity to contribute to the decisions that influence the direction of our industry. Develop a range of benefits exclusive to members. Government members are again urged to encourage their PR and Advertising agencies to join the organization to facilitate the growth of the private sector.
Strategic Alliances National Tour Association (NTA) Caribbean American Business Association (CABA) Caribbean American Chamber of Commerce & Industry (CACCI) Hard Beat News Global Wedding Association Travelocity GOGO Vacations Travel Impressions Classic Vacations Apple Vacations Delta Vacations Funjet Vacations Pleasant Holidays American Express FCCA CLIA ASTA Department Stores Diamond Noir Collective Caribbean Tales TripAdvisor.com SunCompanies, Inc. Interval International Universities and Colleges Pace, NYU, Monroe, UWI Executive Travel Magazine
Caribbean Diaspora Program CTO has been working closely with leaders and influencers of groups and organizations that are involved with the Diaspora to formalize our relationship with this important demographic. The objective is to get Caribbean nationals and others of Caribbean heritage to view themselves as ambassadors of Caribbean tourism and assist in promoting travel to the region. Working with the Hispanic American community to develop a relationship of mutual understanding and appreciation for them as Diaspora members
Newsletters & Social Media Monthly CTO Newsletter to keep our members updated on projects and programs Tourism Executive Brief a comprehensive report of market intelligence and surveys that keep members current of market trends to help to guide marketing decisions Active fan page on Facebook for travel agents Twitter account
Public Relations & Publicity The core tactical elements of our PR activities are implemented by Quinn & Co. in the USA and Argyle Communications in Canada and form the cornerstone of an aggressive, creative, strategic and impactful campaign to raise awareness of the Caribbean and build the brand identity Overall Objectives: Position the Caribbean as a year-round destination Enhance the Caribbean s brand identity Expand and strengthen strategic partnerships Increase the economic impact of tourism in the Caribbean
Media Co-op Ventures Continue to review proposals that will offer economies of scale and provide significant exposure at minimal cost: Million Homes Campaign DOT Promotion Isle Styles Bride s Magazine Sections in publications with a web-component
Sponsorship Solicitation Continue soliciting sponsorship support to execute our work plan and extend the reach of our marketing dollars Develop long-lasting relationships with companies that do business in or have an interest in the Caribbean
Fund-raising CTO Charities Exploring charitable status for the CTO Foundation in Canada to benefit from fundraising activities in that market. Negotiating with tertiary institutions for scholarships
Thank you