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W l t thW l t thWelcome to theWelcome to theCaribbean TourismCaribbean TourismCaribbean Tourism Caribbean Tourism
Organisation UKOrganisation UKWEBINARWEBINAR
Presented by Carol Hay f k Director of Marketing UK & Europe
Objectives of Webinar A brief overview of activities in UK & Europe for the first six months of 2011
Review plans for the remainder of the year Discuss the primary objectives for 2012‐2013 Receive feedback on planned programmes, as well as to identify new markets, target segments and opportunitiesopportunities
January ‐ June
KICKING OFF 2011KICKING OFF 2011... Smooth Radio 10 week campaign reaching over
918,000 listeners!9 , 10 sponsors, each receiving 148 x 12
second time signals and 39 x 30 second spotsp
Link from Smooth Radio Microsite to member’s site
28 trails per week directing listeners 28 trails per week directing listeners to the Microsite/competitionBenefits to CTO Members
392 commercials booked ‐ 1233 392 commercials booked ‐ 1233 delivered! Difference +841
Over 9,800 competition entries O t t Over 2,500 new consumer contacts
for database
ACTIVITIESACTIVITIESJanuary – May 2011
Vakantiebeurs ‐ Utrecht, Holland
Holiday Travel Show
ITB – Berlin, Germany
Annual Caribbean Tourism Summit BrusselsHoliday Travel Show,
Manchester
MATKA, Finland
Summit, Brussels
Dive Show – London, UK
Courses in the Caribbean ‐ Destinations – London, UK
Brussels Holiday Fair – Brussels
Jamaica & the Cayman Islands
Social Media Workshop
National Wedding Show, London
BIT – Milan, Italy
CTO European Roadshows –France & Italy
, y
VAKANTIEBEURS, HOLLAND The show received
122,100 visitors. The Caribbean The Caribbean
Village was supported by 18 exhibitors
HOLIDAY TRAVEL SHOWHOLIDAY TRAVEL SHOW ‐MANCHESTER Over 43,000 consumers 43
attended the Show. Five members participated
individually at the Showy
CTO offered stand sharing facilities to two Chapter pmembers
Five members participated in the brochure bank.
Caribbean Happy Hour covered by BBC Manchester .
MATKA FINLAND –MATKA, FINLAND –Targeting new regionsg g g
The biggest travel industry event in N h E d Northern Europe and the Baltic region.
Four NTO members participated in the CTO brochure bank
Curacao Tourist Board Curacao Tourist Board and the Cuba Tourist Board also exhibited at the Showthe Show.
DESTINATIONS TRAVEL SHOWDESTINATIONS TRAVEL SHOW, LONDON
The Show attracted over 50,000 visitors.T C ibb hibi Ten Caribbean exhibitors joined the Caribbean Village.g
The CTO stand space was shared by three NTOS and two tour operatorsand two tour operators
BRUSSELS HOLIDAY FAIR The Show attracted 113,978
holidaymakers. The Caribbean was selected as the
featured Region, and hosted a media and VIP evening
Ten participants including National Tourist Offices and private sector partners joined the Caribbean Village.
One NTO shared stand with the CTO and one NTO and hotel partner participated in the b h b kbrochure bank.
NATIONAL WEDDING SHOWNATIONAL WEDDING SHOW, LONDON
Over 12,000 visitors attended the Showthe Show.
CTO shared its stand with four members.
F b ti i t d i Four members participated in the brochure bank.
BIT, ITALY
Over 100,000 visitors. Si C ibb t h d Six Caribbean partners shared
the Caribbean Pavilion Two members participated in
th CTO b h b kthe CTO brochure bank.
ITB GERMANYITB, GERMANY
Over 169,000 visitors to the Show; 110, 791 trade visitors. ; , 79
The Caribbean Village was supported by 29 exhibitors.
CTO events included: Media Awards Ceremony, Caribbean Village Sunset gHour, CTO Update Meeting.
LONDON DIVE SHOWLONDON DIVE SHOW
Over 10,000 visitors d d h hattended the show.
11 member countries hibit d t th Sh exhibited at the Show.
The Dive Guide was launched at the London launched at the London Dive Show in March this year.year.
COURSES IN THE CARIBBEANCOURSES IN THE CARIBBEAN Jamaica and Cayman Jamaica and Cayman Islands
16 Agents participated in the Fam: Travel Counsellors
h k Thomas Cook Co‐op Travel Barrhead Travel Barrhead Travel
CTO ROADSHOWMILANCTO ROADSHOW MILAN
10 members including hotel partners, NTOs and airlines participated in the Roadshow.
35 tour operators and trade partner, 19 journalists attended the Roadshow.
CTO ROADSHOW ‐ PARIS
11 members including 11 members including hotel partners, NTOs and airlines participated in the Roadshow.
Over 40 agents and tour t tt d doperators attended.
UPCOMING EVENTSUPCOMING EVENTSJuly ‐ December 2011 Rum & Rhythm By The Sea, Brighton Caribbean Month Courses in the Caribbean (Anguilla,
Routes, Berlin TTG Incontri, Italy Dive Show, Birmingham
Antigua, St. Kitts) UK Chapter members networking
eventS tti h W ddi Sh Gl
The UK Rum Experience, London CTO European Marketing Forum World Travel Market, London
Scottish Wedding Show, Glasgow Top Resa, France National Wedding Show, London
ILTM, Cannes UK Chapter Christmas Party
CTO UK & EUROPECTO UK & EUROPEMARKETING PLANMARKETING PLAN
2012 20132012-2013
OUR MAIN OBJECTIVESTo increase value and volume of tourism flows to member countries.
To create a greater awareness and understanding of Caribbean tourism.
To develop and implement a comprehensive tourism information systemsystem.
To increase value and volume of To increase value and volume of tourism flows to member countries.
STRATEGY: MAXIMISE PARTICIPATIONSTRATEGY: MAXIMISE PARTICIPATION IN TRADESHOWS ‐ UK World Travel Market (WTM)
STRATEGY: INCREASE PARTICIPATION INSTRATEGY: INCREASE PARTICIPATION IN EUROPEAN TRADESHOWS Vakantiebeurs FITUR, Spain
Top Resa, France No Frills, Italy
BIT, Italy ITB, Germany
Routes, Germany TTG Incontri, Italy
TUR, Sweden IMEX, Germany
EIBTM, Spain ILTM, France
STRATEGY: MAXIMISE PARTICIPATION INSTRATEGY: MAXIMISE PARTICIPATION IN UK CONSUMER SHOWS Holiday Travel Show, Manchester Holiday World, Dublin Destinations Travel Show, London Dive Shows, Birmingham & London
Wedding Shows, Glasgow & dLondon
Taste of London The UK Rum Experience, London
To create a greater awareness and understanding of Caribbean tourism.
STRATEGY CREATE IMPLEMENT AND MANAGESTRATEGY: CREATE, IMPLEMENT AND MANAGE CO‐OP ADVERTISING PROGRAMMES
Guide to the Caribbean Wedding & Honeymoon Guide Dive Guide Meetings & Incentives Guide Special offers Brochure Supplements Radio/print media campaigns Social media campaigns
STRATEGY: ORGANISE BESPOKESTRATEGY: ORGANISE BESPOKE CARIBBEAN EVENTS
h h Rum & Rhythm Caribbean Wedding & Honeymoon Showcase
Ol i P i 2012 Olympic Promotion Shopping Mall ExperienceTh C ibb H lid E i Sh The Caribbean Holiday Experience Show
STRATEGY DEVELOP SOCIAL MEDIASTRATEGY: DEVELOP SOCIAL MEDIA AND E‐MARKETING CAMPAIGNSAND E MARKETING CAMPAIGNS
Social Media E‐marketing Campaigns Facebook LinkedIn
g g Emails Newsletter
Twitter You Tube
Banner advertising Competitions
Intranet for Travel Agents
Booking Engines Mobile Apps
STRATEGY: PUBLIC RELATIONS
Develop targeted PR plan in synergy with Develop targeted PR plan in synergy with members’ needs.
To develop and implement a h fcomprehensive tourism information
system.y
STRATEGY: DEVELOP INNOVATIVE DATABASE MANAGEMENT SYSTEMDATABASE MANAGEMENT SYSTEM Maximise use of the corporate database to strengthen networking and sponsorship receipts.
Develop manageable social media strategies for the targeted audience in keeping with regional goalstargeted audience in keeping with regional goals.
Collect data from consumer shows for forecasting and insight purposes.insight purposes.
STRATEGY INCREASE COMPETITIVENESSSTRATEGY: INCREASE COMPETITIVENESS OF THE UK & EUROPEAN WEBSITES Upgrade websites. Search Engine Optimisation (SEO)g p ( ) Image library Video content SMS, mobile apps, Podcast
THANK YOUFor further questions and queries please email [email protected] y@