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AMERICAS MARKETING REPORT & PLAN

This report provides an overview of the state of the tourism industry in the Americas, including the USA and Canada. It also presents a marketing plan for the upcoming year, highlighting key strategies and initiatives.

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AMERICAS MARKETING REPORT & PLAN

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  1. AMERICAS MARKETING REPORT & PLAN Presented by: Sylma Brown Bramble Director (Ag.), CTO-USA, Inc. June 9, 2010

  2. MARKETING REPORTOctober 2009 – June 2010 MARKETING PLANthru October 2010

  3. STATE OF THE INDUSTRY - USA • The Central Bank has kept interest rates near zero to support the recovery and reduce unemployment • Source: The Wall Street Journal, May 29, 2010 • Consumers are now more confident about their personal finances and more inclined to make discretionary expenditures on travel services • Source: travelhorizons, Y Partnership and U.S. Travel Association, May 2010 • Monthly employment reports show steady increase – 290,000 jobs added in April • Source: U.S. Labor Department, May 2010 • Advance bookings are showing expected gains • However, profitability is harder to attain due to consumers seeking bargains • Source: Tourism Executive Brief, April 2010

  4. STATE OF THE INDUSTRY - CANADA • Canada continues to stage a remarkable recovery • Source: Statistics Canada, reported in Tourism Executive Brief, CTO, April 2010 • Disposable income is growing at twice the rate compared to the US – good news for Caribbean destinations targeting this market • Source: Tourism Executive Brief, CTO, April 2010 • Despite the rise in consumer confidence, outpacing many nations around the globe, Canadians continue to show cautious restraint in their purchasing behavior • Source: Nielsen Global Consumer Confidence Index, May 2010

  5. REGIONAL MARKETING FUND • 8 Members have paid into Regional Marketing Fund for 2010: Bahamas, Barbados, Bermuda, Cayman Islands, Curaçao, Trinidad & Tobago, Turks & Caicos and US Virgin Islands

  6. Promoting the Use of the Caribbean Logo • Caribbean logo on all CTO literature, websites and at all events • 11 member countries including the Caribbean logo in their collateral and advertising: Anguilla, Bahamas, Bermuda, Curaçao, Grenada, Puerto Rico, St. Kitts and Nevis, St. Maarten, St. Vincent & the Grenadines, Trinidad & Tobago, US Virgin Islands

  7. Search engine optimization and marketing Updating of content – travel information, “Hot Deals”, hotel listing, Chapter data Responding to inquiries Uploading of Calendar of Events Establish advertising criteria and rates Increase Booking Engine options to include multi-destination, groups, tours and attractions Website - Ongoing Activity

  8. Caribbean Week in New York • Interfaith Celebration – June 6 • Meeting & Incentive Travel Showcase – June 9 • Caribbean Diaspora Forum – June 9 • New York Film Academy Event – June 9 • Workshop for Travel Agents – June 10 • Caribbean Media Marketplace – June 10 • Rum & Rhythm Celebration – June 10 • Caribbean Marketing Conference – June 11 • Governments of the Caribbean State Ball – June11 • Caribbean Fair*

  9. Conferences • Caribbean Conference on Sustainable Tourism Development (STC-11)

  10. Membership - Chapters • Restructuring of Chapter system continues • Number of Chapters in the USA now 12 • Overcoming challenges in major markets such as Philadelphia • Continuing to work with The Travel Institute to accredit agents for workshops and online training • Webinars being coordinated for NTO reps to present strategies to sell their destinations in markets where there is no chapter or for groups of agents who sell a specific niche market

  11. Membership - NTOs Ongoing and upcoming activities • Two meetings held in January and March • Clearing house established on OneCaribbean.org for marketplace activities • Second NTO workshop - on Meetings and Incentives – held Tuesday, June 8 • Involvement in Caribbean Week planning and the Caribbean Goes West Road Shows

  12. Membership - Allieds Ongoing and upcoming activities • Conducting membership drive - 12 new members since last report • Negotiating enhanced Member Benefits, such as discounted rates through tour operators and hoteliers • Goal end 2010 – double membership from current 72

  13. Media Co-op Ventures Continue to review proposals that will offer economies of scale and provide significant exposure at minimal cost • Secured complimentary full-page ad in the May issue of Executive Travel Magazine, that reaches the luxury market

  14. Strategic Alliances • National Tour Association (NTA) • Caribbean American Business Association (CABA) • Caribbean American Chamber of Commerce & Industry (CACCI) • Churches United to Save and Heal (CUSH) • Cruise Lines International Association (CLIA) • Universities and colleges – Pace, NYU, Monroe, UWI • American Society of Travel Agents (ASTA) • Black Meetings & Tourism • Meeting Planners Plus • Travel Span • NTDTV • Million Home Program • Ministry of Rum • Tour operator participation in “Caribbean Goes West” series of shows • FCCA

  15. Caribbean Brochure Brochure is in the final stages of production • 60 pages of information on all member destinations for consumers and the trade requesting information; distribution at Trade & Consumer Shows; distribution to Chapter members • Production costs completely offset by advertising revenue

  16. Adventures in Travel Expo – NYC, CHI, LAX, DC Boston Globe Travel Show New York Times Travel Show Luxury Travel Expo Trade & Consumer Shows

  17. Caribbean Goes … West, Midwest and Southeast Objectives met - • Identified and supported top producing travel agents on the West Coast • Provided opportunities for the chapters to recruit qualified travel agent members • Offered opportunities to governments to interact with local media • Strengthened relationship with tour operators

  18. Caribbean Goes West Objectives met - • Apple Vacations • Classic Vacations • Delta Vacations • Funjet Vacations • GoGo Worldwide Vacations • MLT Vacations • Pleasant Holidays • Travel Impressions • TravelSpan Vacations

  19. Caribbean Goes West

  20. Social Media • Use social media to drive traffic to websites, enhance the brand, promote campaigns and events • CTO Chapter group page created on Facebook for interaction with travel agents and students of tourism and hospitality

  21. Trade & Consumer Shows -Canada Negotiated special rates for members to create Caribbean Pavilion • Outdoor Adventure Show, Toronto, Calgary, Vancouver – Apr 2010 • Select Addison Shows – May 2010 • Air Canada Vacations: Caribbean Goes North – Aug/Sep 2010 • Cruise3sixty, Vancouver – June 2010 • Routes Forum, Vancouver – September 2010 • SITV consumer show, Montreal – Oct 2010 • Zoomer consumer show, Toronto – Nov 2010 • Maritime Travel Show, Halifax – Jan 2011 • National Bridal Show, Toronto – Jan 2011

  22. Provide and facilitate educational opportunities for travel agents – accredited by CITC (Canadian Institute of Travel Counsellors) Caribbean training seminars and online training Travel Agent Education & Training in Canada

  23. Press Briefings Media Marketplace Caribbean Awards Luncheon – Media Awards & Andrew R Parris Agent Award Rum & Rhythm Event Enhance to include community events Celebrity chef broadcast demos, City-TV, Global TV, CST-TV www.caribbeanweek.ca Canada Marketing Activities Caribbean Week

  24. Strategic Alliances -Ongoing and Upcoming Activities Negotiate special rates for member participation • Dreamscapes Travel & Lifestyle - Caribbean supplement • Zoomer Magazine – Caribbean Feature • Toronto Star – Caribbean editorial supplement • TripAtlas – preferred rate for CTO members • Baxter Publications – Caribbean directory • TravelWeek – Caribbean directory • Canadian Traveller – Caribbean supplement

  25. Public Relations Americas - Objectives • Position the Caribbean in the US as the world’s premier warm weather destination • Provide PR services to the region as a whole through CTO • Provide a range of services including, but not limited to: Media relations, image management, promotions and event coordination, crisis communications, media preparedness training, cause marketing, social networking initiatives, strategic and creative planning • Act as CTO’s liaison with public relations agencies representing CTO’s member countries • Increase customer awareness and demand for the Caribbean and assist the CTO in fulfilling this objective through a variety of events

  26. PR Americas – Oct 2009 – June 2010 STC-11 • LH&A team secured major trade/consumer media and publicized conference including • Secured wish-list media attendees, National GeographicTraveler, Travel Weekly, Caribbean Travel + Life, Vacation Agent, Agent@Home, Solocaribe.com, One Caribbean Radio • Developed press releases, Chairman and Secretary • General welcome messages • Secured media interviews with key spokespeople for the conference

  27. PUBLIC RELATIONS - AMERICAS • LH&A generated print, online and broadcast media coverage: • Total reach: 122+ million

  28. PR Americas – Oct 2009 – June 2010 – Caribbean Week in New York • Celebrity chef demos, Macy’s, Bloomingdale’s • Caribbean Media Marketplace Media; exhibitors, media attendees • Caribbean Week in New York press releases • Media Awards and Allied Awards Luncheon; planning, judging, award inscriptions, Chairman and Secretary General messages • Pitched media interviews with key spokespeople during the event • CBS Early Show Audience Participation Segment to kick-off Caribbean Week in New York, June 7, 2010

  29. PR Americas – Oct 2009 – June 2010 • LH&A developed, distributed 14 press releases, created newsletters, media alerts, photo captions • News Bureau: LH&A maintained aggressive CTO news bureau, handling 200+ opportunities • Hot Tips: 50+ "hot tip" constituent media leads • Editorial Calendars: LH&A secured, monitored 130+ editorial calendar opportunities, national/ regional media outlets • Caribbean packages/hotel deals, weekly round-ups

  30. PR Americas - Strategy • Place high-profile national/regional stories, make a “splash” – dominate the news! • Focus on key themes; lead region’s many incredible strengths • Create ongoing, steady coverage, all Caribbean destinations – “Drumbeat” • Drive call-to-action, CaribbeanTravel.com, all communications • Continue to position CTO as the definitive authority on regional tourism issues

  31. PR Americas – Social Media • Utilize social media tools: Twitter, Flickr, YouTube, Facebook, Foursquare • Create Caribbean buzz – promotions, viral opportunities • Continue relationship building/coverage, important bloggers, influencers • Create campaign, dramatically increase followers

  32. PR Americas - Ongoing Tactical • Proactive pitching • Press releases • Deskside meetings/interviews • Promotional partnerships • News bureau/Hot Tips/Editorial calendars • Resource guides • Small partner support/consultation • Photo/Video Library • Media Training

  33. Thank You!

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