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Highlights of the Cayman Islands Marketing in Europe, Canada & the United States Pilar Bush PowerPoint Presentation
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Highlights of the Cayman Islands Marketing in Europe, Canada & the United States Pilar Bush

Highlights of the Cayman Islands Marketing in Europe, Canada & the United States Pilar Bush

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Highlights of the Cayman Islands Marketing in Europe, Canada & the United States Pilar Bush

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  1. Highlights of the Cayman Islands Marketing in Europe, Canada & the United States Pilar Bush Dept of Tourism, September 13, 2007

  2. Roles & Function of the Dept. of Tourism

  3. Dept. of Tourism Overview of Role & Responsibilities

  4. Agenda • DOT Background Information • Current Situation & Objectives • Highlight marketing activities in Europe, Canada and the US • Marketing Challenges for the Future

  5. Situational Analysis

  6. Visitor Arrivals Year to Date

  7. Cruise Arrivals with Year-to-Date (YTD) Totals

  8. Stay-over Arrivals with YTD Totals

  9. Stay-over Arrivals - YTD Totals (Jan – Aug)

  10. Arrivals by Region: AUGUST

  11. Year to Date 2006 –vs- 2007 Arrivals

  12. Current Room Stock

  13. Current Room Stock*GCM, CYB, LYB • Based on available bedrooms, as of August 30th 2007

  14. Current Room Stock*GCM, CYB, LYB • Based on available bedrooms, as of August 30th 2007

  15. Occupancy Statistics

  16. Occupancy StatisticsGCM, CYB, LYB

  17. Non-Stop Airlift

  18. Public & Private Sector Goals For 2008 • Increase Stay Over Visitation • 2007 … … Goal is for 300,000 Visitors • 2008 … … Goal is for 317,000 Visitors • Improve the Visitor Experience • Develop effective information exchange between stakeholders

  19. Agenda • DOT Background Information • Current Situation & Objectives • Highlight marketing activities in Europe, Canada and the US • Marketing Challenges for the Future

  20. Top 3 Strategic Objectives • Generate Brand Awareness • Communicate Brand Relevance • Motivate Visitation

  21. CI Marketing in the Europe

  22. Marketing Objectives • To increase European visitor arrivals • Raise awareness for the Cayman Islands as a luxury holiday destination through increased marketing investment • Redefine the target market and geographical priorities • Drive traffic to website as the primary source of information • Whilst also addressing structural challenges affecting growth - airlift, hotels, focus on Europe, Cayman Airways and DMC

  23. 74% of all European visitors from the UK Target redefined as up market 50+, HHI £100,000+ Well traveled Adventurous but want creature comforts ‘Five Star Explorers’ Geographically live in wealthier areas - London and the North West Redefining the target market

  24. Media strategy Two bursts of activity - February and October Radio, press and online mix Weekend focus on radio promotions and airtime (e.g. Classic FM) and in national newspaper supplements (e.g. Times, Telegraph) Banner activity on relevant websites (e.g. 50 connect, CN Traveler) Continuous online presence - search Advertising strategy

  25. Creative strategy focused on ‘educating’ the audience on what the Cayman Islands has to offer Further information available on the website or as downloadable podcasts on radio station websites Appeals to audience interests Taking attractions and aspects of the Cayman Islands that match these interests Nature, wildlife, restaurants, relaxation, dive/snorkelling Advertising strategy

  26. Creative - press and online

  27. PR strategy • Supporting the same strategy and targeting the same core audience • Also supporting niche audiences and special interests: family, dive, adventure, romance, wildlife • Multi-faceted campaign combines communication of key targeted messages with the distribution of additional themes and stories • Responding to changes in consumer media habits • Dynamic and organic campaign incorporating all types of media

  28. Big Thinking Broadcast TV Rugby 7’s and Sports Adventure Radio syndication Blue Iguana BBC Wildlife supplement

  29. Online developments • Booking portal - www.caymanislandstravelmarket.com • Introduction of a booking portal, supporting the trend towards independent bookings • Increase in the use of the internet to research and book holidays (it is predicted that 66% of all travel bookings will be made online) • Cayman Islands microsite to be launched in October • Supporting the strategy of ‘educating’ our target audience • A visual and interactive experience

  30. European visitor arrivalsYTD Aug 2007 +17.34%

  31. Canadian Marketing Strategy 2007 | 2008 Presented September, 2007

  32. Consumer Market Matrix Core Canadian Target Market: Consumer • ATTRIBUTES • • HHI 100 K+ • • Predisposed to Luxury Travel • • Age 35 - 65 • • Expect quality experience for money • NICHE • • Cross Generational Families (female skew) • • Dive/Nature/Soft Adventure • • Culinary • SUPPORT • • P.R. • Advertising Secondary Market • • Meetings and Incentives • Romance Filler Market Festivals • Spa • Cruise • Culture & Heritage

  33. Target Markets Matrix Core Trade/Consumer Target Market - Region • PROVINCES • • Ontario • • Alberta • • British Columbia • CITIES • • Economically-viable cities in • target provinces: • Toronto GTA • Ottawa • Calgary/Edmonton • Vancouver Secondary Target Markets • PROVINCES • Quebec • Maritimes • CITIES • Montreal • Quebec City • Halifax

  34. Canadian Advertising 2007 | 2008

  35. Advertising Priorities • Brand • Awareness • Image / look • Publications • Ad Frequency • Relevance • Targeted Message • Niche Markets • Integrate Sales / PR • Visitation • Promote Ease of Access • Promote Partners • Call to action / Web

  36. Magazine Ads: Consumer

  37. Magazine Ads: Consumer / Romance

  38. Canadian Public Relations 2007 | 2008

  39. 2007 | 2008 – PR Objectives • Position the Cayman Islands as THE leading, up market Caribbean destination for discerning Canadian travellers • Elevate the profile of the Cayman Islands in Canada, seize this opportunity to “refresh” the brand with media and key influencers • Further develop existing relationships with media contacts, forge new ones • Work in unison with Marketing & Advertising to fully leverage opportunities

  40. 2007 | 2008 - PR Strategy • Immediately establish a clear presence with the media • Utilize creative tactics to build excitement/buzz for the brand • Expand media base to include niche outlets consumed by discerning Canadians, ie. fashion, cuisine, home décor, professional pubs, etc. in addition to working with core travel media • “Create the news” with proactive media relations efforts, keep CI on the radar throughout the year

  41. Cayman Islands Department of Tourism - Canada RBA ADVERTISING

  42. CI Marketing in the United States

  43. Active Cayman Islands Target Audience Own Passport FILLER Interest-based transients Dive Romance EXTENDER Predisposed to Caribbean travel Experiential Families Travel Trade CORE Sun, sea, sand and spa seekers HHI = $100K+ College Grad+ Age 30-64

  44. US Print Creative • ‘Sunken Treasures, Sparkling Pleasures’ new luxury ad developed for the luxury publications that were added recently to media plan. • Response to the increase in HHI to >100k

  45. US Print Creative • ‘Jazz Riffs, Fork Lifts’ brand ad with the 2007 Cayman jazz fest tag.

  46. US Print Creative • ‘Spoiled Little Kids’ brand ad developed to speak to the ‘Baby Boomer’ demographic

  47. US Print Creative • Cayman jazz fest ad featuring Brian McKnight. • November 29 & 30 and December 1st.

  48. US Print Creative • Cayman Airways ad promoting new non-stop service to JFK in New York.

  49. Out of Home