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Jamaica Tourist Board USA Marketing Plan Winter 20082009

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Title: Jamaica Tourist Board USA Marketing Plan Winter 20082009


1
Jamaica Tourist Board USA Marketing PlanWinter
2008/2009
2
Overview
  • The key strategy to be implemented in the
    upcoming fall/spring calendar (2008/2009) to
    motivate increased interest in the destination
    will be to create a more effective and efficient
    methodology designed to generate and motivate
    consumer interest in the destination. The
    strategy will apply more aggressive sales
    campaigns, ramped-up public relations activities
    and a more targeted advertising approach that
    will reach consumers with the ability and
    motivation to travel.
  • With this in mind, the attached documents will
    detail sales, promotional and advertising
    activities for the upcoming six-month period
    ending March 31, 2009. The documents include
    innovative new approaches that will sustain and
    generate attention particularly as it relates to
    direct interaction with consumers. For example,
    we see a campaign directed to the popular Costco
    outlets consumers (a total of 51 stores) across
    the United States which began on September 19 and
    will end on October 18, 2008. At these in-store
    outlets, a Jamaica Tourist Board representative
    will staff a booth alongside an in-house Costco
    travel agent to present the public with the many
    existing and new attractions and facilities that
    the destination offers. (The series began in
    Yorba Linda, California and will end in St. Louis
    Park, Minnesota.)

3
Overview contd.
  • We recognize the many challenges in todays
    marketplace not the least of which is the reality
    of the present-day economic conditions and the
    reality of weathering the present conditions
    given the environment of hysterical media houses
    anxious to predict a gloom and doom scenario
    which triggers and sustains panic conditions.
    (Examples, Travel Weeklys prediction that,
    Hotel occupancy and revenue expected to fall in
    09, as well as many of The Wall Street
    Journal articles predicting layoffs in the
    travel industry as well as private enterprises -
    see article on Hewlett-Packard to Lay Off
    24,600 , and an article predicting Airlines
    Plan Big Job Cuts After Holiday. Nonetheless,
    we believe that Jamaica is in the best position
    possible to maintain interest among the
    travelling public given the favorable positioning
    in the United States which includes geographical
    location, its well-known developed and attractive
    hospitality industry, and high profile standing
    in the marketplace. Competitive destinations
    have also stepped-up their activities as well as
    supplementing their budgets to meet the
    challenges Hawaii has recently added a 12
    million advertising supplement to their present
    budget as was recently reported in Travel
    Weekly.

4
Overview contd.
  • One of the more positive indications for Jamaica
    is the announcement that American Airlines,
    beginning December 18, 2008, will increase its
    frequency from Dallas/Fort Worth International
    Airport (DFW) to MBJ, offering daily flights on a
    Boeing 738 aircraft. In addition, American
    Airlines will inaugurate non-stop seasonal air
    service from Chicagos OHare Airport to Montego
    Bay beginning January 31, 2009. The flight will
    depart at 8.30 a.m. CST and will arrive MBJ at
    1.25 p.m. EST. The service will operate daily,
    except Tuesday and Wednesday using a B-757
    aircraft (188 seats including 20-first class
    seats).
  • As requested, attached is our Activity Plan for
    Fall 2008/Spring 2009 as follows
  • Sales Activities Fall 2008/Spring 2009
  • Promotional Programs Fall 2008/Spring 2009
  • Winter Co-op Advertising 2008/09

5
Fall Product Launch Series
  • Northeast

6
Fall Product Launch Series
  • South

7
Fall Product Launch Series
  • Midwest

8
Fall Product Launch Series
  • Midwest contd.

9
Familiarization Tours
10
Regional Activities
  • Northest

11
  • South

12
  • South contd.

13
  • South contd.

14
Midwest
15
Midwest
16
Midwest contd
17
West/Southwest
18
West/Southwest
19


20
Press Promotional Activities
  • October 12 -18, 2008 Radio Remote Magic 107.
    Venue Breezes Runaway Bay.
  • October 16 20, 2008 Ed Norris Morning Show.
    WHFS Radio (Baltimore). Live radio show with
    come-along. Broadcast hours 300pm to 600pm.
    Venue Gran Bahia Principe.
  • October 19 25, 2008 Caracol Radio, Regreso a
    Casa afternoon show. Colombian/Latin Radio
    Station to broadcast during Rose Hall Triathlon
    Wellness Festival. Broadcast hours 300pm to
    600pm. Venue RIU Montego Bay or Rose Hall
    Resort.
  • October 19 -25, 2008 XM/Sirius Radio Remote.
    Venue Rose Hall Resort. Support of the Triathlon
    Wellness Festival.
  • January 4 11, 2009 WLDB Radio Remote and
    come-along (Region Milwaukee). Venue Sunset
    Jamaica Grande.
  • March, 2009 Radio Remotes Fun in the Son
    WARH-WMVN-WIL. Region St. Louis, MO. Venue
    Iberostar Rose Hall.

21
2009 Winter Coop Advertising Airlines Tour
Operators
22
  • We recommend that partners share media buy on
    radio and print media. Partner marketing (co-op
    advertising) should share the cost of the
    marketing plan. It is this approach that is
    recommended at this time to cast a wide net in
    the US travel market, to reach all the niches
    served by our network of air seats.
  • The outline that follows breaks out the partners
    and cost associated with this plan

23
Coop TV Split
24
Charters Apple Vacations
25
Charters Funjet Vacations
26
MLT Vacations
27
Tour Operators
28
Spring Break Tour Operators
29
Total Advertising Budget
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