Agenda. Presentation CAP Presentation CHATA Presentation ctb Global Marketing Strategies 2016 Questions?

Transcription

1

2

3 Agenda Presentation CAP Presentation CHATA Presentation ctb Global Marketing Strategies 2016 Questions?

4 Global Marketing strategies 2016

5 Targets 2016 Increase economic Impact Increase Arrivals and Roomnights Re-focus Accommodation share Increase ADR and REVPAR Increase Hotel Occupancy Increase Airline Load Factors (focus on tourists) Increase Brand Awareness

6 Marketing strategies Mice 2016

7 mice strategy 2016 Create the function of MICE manager Hire a MICE manager Appoint a mice representation agency (USA)

8 Marketing research results ytd 2015

9 11 markets of focus

10 Reporting Monthly (ctb market research department) Economic impact (Turistika model) Visitor arrivals (top 11) Visitor nights Accommodation share Trending indicator Pr results clippings Bi-monthly Ctb informational e-newsletter

11 Reporting Quarterly quarterly state of the tourism industry reports Economic impact Visitor arrivals and nights Accommodation share Adr and revpar hotel occupancy Trending indicators Yearly Annual state of tourism industry result

12 Digital Marketing: social and web 2016

13 social media strategies Goal To Increase expand digital marketing programs to influence the online medium s reach, engagement and conversion potentials Platforms Facebook, Instagram, Twitter, Youtube Target focus social media active Age Regions: North America latin America Europe caribbean

14 social media strategies Relevant content Build Connection information sharing product awareness conversion. Measure success Reach Retweets comments engagements likes web outbound

15 current social stats Facebook general: Facebook brasil: Facebook latam: Instagram: Youtube: 147K followers 68k followers 16K followers (1 month) 6k followers 1059 subscribers video views

16 main tactical elements Scheduling Content A diary system or spreadsheet containing relevant material to post Contents need to be specific and needs to fall into these main categories:

17 main tactical elements Connection (engage) built a connection with our followers (eg: do you like... who knows..) Information sharing Information hub, Blogs, links. Product awareness Talk about new products. Highlights new development, attraction and Events Conversion Share links with special offers or deals to Cur. T/O and airline should play an important role in this.

18 measure success Who is talking about your brand How far did the message spread? Number of comments, retweets, and shares. Analytics: to see where they are coming from AND EFFECTIVE Outbound.

19 curacao.com Strategy CENTER point for all inquiries about vacation and experiences in Curacao Tactics SEO, SEM, Fresh content blog, Active content management, Adapt content structure Trip Planner, Island Explorer, target content Social integration, community management, active social, integration.

20 Marketing strategies Caribbean 2016

21 consumer strategies Increase brand awareness Markets of focus: Aruba, Suriname and Trinidad Consumer advertising Aruba: Radio, TV and digital billboards Suriname: Radio, TV, billboards, print and social media Trinidad: print, radio and social media Select consumer fairs / mall consumer event Public relations: Press conferences and Press trips Consumer target focus Aruba: events and getaways Suriname: Trinidad: events, leisure and shopping corporate, leisure and events

22 trade strategies Co-op campaign with airlines To Increase frequency and loadfactors From key markets aruba, Surinam and trinidad Co-op campaign with select tour-operators Based on production and pacing Based on contracts with airlines Trade education Curacao info mart, sales blitzes, in-house curacao days, fams, others.

23 Marketing strategies South America 2016

24 consumer strategies Increase brand awareness Primary markets: Caracas / Valencia / Maracaibo / Barquisimeto Presence: Maintain representation Consumer advertising: Reduce budgets public relations Story pitching in key regional and national outlets Press / media events Press trips Special Pr campaigns and projects

25 consumer strategies Increase brand awareness Primary markets: Bogota / Medellin / Barranquilla / Cali Consumer advertising: Increase advertising Focus on groups public relations Story pitching in key regional and national outlets Press / media events Press trips Special Pr campaigns and projects

26 Trade strategies Co-op campaign with airlines To Increase frequency, loadfactors and open new routes Based on dma s where we have non-stop service Trade education Select Trade shows, roadshows, sales blitzes in-house curacao days, fams, latos, others.

27 consumer strategies Increase brand awareness Primary markets: Sao Paulo / Rio / Brasilia / Manaus Consumer advertising: Maintain branding and awareness public relations Story pitching in key regional and national outlets Press / media events Press trips Special Pr campaigns and projects

28 Trade strategies Co-op campaign with Wholesalers To achieve non-stop service from sao paulo Based on dma s where we have non-stop service (Manaus) Based on historic production, pacing and forecast Increased Adr generating Trade education Select Trade shows, curacao roadshows, sales blitzes in-house curacao days, fams, latos, others.

29 Marketing strategies north America 2016

30 consumer strategies Increase brand awareness Primary markets: New York, ny / Miami, fl Secondary markets: Houston, tx / charlotte, nc / Baltimore, md Washington, dc / Chicago, il / Philadelphia, pa Consumer advertising: Mostly digital, supported by social, outdoor, print, radio Select consumer fairs public relations Story pitching in key regional and national outlets Press / media events Press trips Special Pr campaigns and projects

31 trade strategies Co-op campaign with airlines To Increase frequency, loadfactors and open new routes Based on dma s where we have non-stop service Based on dma s of potential connect through service Based on identified primary and secondary markets Co-op campaign with key wholesalers Based on historic production and pacing Increased Adr generating Trade education Select Trade shows, roadshows, sales blitzes in-house curacao days, res center, fams, natos, others.

32 consumer strategies public relations Story pitching in key regional and national outlets Press / media events Press trips Special Pr campaigns and projects

33 trade strategies Co-op campaign with airline Wholesalers Based on dma s where we have non-stop service: Toronto and Montreal Based on dma s of potential connect through service: Calgary Increased Adr generating Trade education Curacao roadshows, sales calls, res center training, fams, natos, others.

34 Marketing strategies europe 2016

35 consumer strategies Increase brand awareness Primary focus: affluent consumers national Consumer advertising: Mostly digital, radio, tv and social Select consumer fairs public relations Story pitching in key national outlets Press / media events Press trips Special Pr campaigns and projects

36 trade strategies Co-op campaign with airlines To maintain/increase frequency, load factors and open new routes Based on identified markets Co-op campaign with key wholesalers Based on historic production, pacing and forecast Increased Adr generating Trade/travel agent education Select Trade shows, roadshows, sales blitzes in-house curacao days, res. center, fams, anvr congress, others.

37 consumer strategies Markets Primary markets: Secondary markets: Dusseldorf, Berlin, munich hamburg, frankfurt, dresden public relations Story pitching in key regional and national outlets Press / media events Press trips Special Pr campaigns and projects

38 trade strategies Co-op campaign with airlines To maintain/increase frequency, load factors and open new routes Based on identified markets Trade/travel agent education Select Trade shows, roadshows, sales blitzes in-house curacao days, res. center, fams, etos, others.

39 consumer strategies Increase brand awareness Primary markets: Flemish (Dutch speaking) Consumer advertising: Mostly digital and social Select consumer fairs public relations Story pitching in key national outlets Press / media events Press trips Special Pr campaigns and projects

40 trade strategies Co-op campaign with key wholesalers Based on historic production, pacing and forecast Increased Adr generating Trade/travel agent education Select Trade shows, roadshows, sales blitzes in-house curacao days, res. center, fams, latos, others.

41 Masha Danki Curacao.com Curacaotb CuracaoTravel Curacaotb