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TOWARDS AN ACTION PLAN FOR BAHAMAS, BARBADOS, JAMAICA AND TRINIDAD TOBAGO Sao Paulo, November 26th. 2013.

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Presentation on theme: "TOWARDS AN ACTION PLAN FOR BAHAMAS, BARBADOS, JAMAICA AND TRINIDAD TOBAGO Sao Paulo, November 26th. 2013."— Presentation transcript:

1 TOWARDS AN ACTION PLAN FOR BAHAMAS, BARBADOS, JAMAICA AND TRINIDAD TOBAGO Sao Paulo, November 26th. 2013

2 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN Agenda \\ Segmentation model and Targetting \\ Towards and Action Plan

3 HAPPY FAMILIES 3 Mains Customer clusters have been identified as opportunities for exploration EXPERIENCED TRAVELLERS Up to 25 y.o. Income: R$2101 to R$4800 // Singles // Travel with friends // Study and/or work Making new friends/Get to know new people. a 36 anos to 45 y.o. 26 Night out entretainment Relaxing Enjoying beach & sun Diving to 55 y.o. 46 Cultural enrichment Seeking for new things/ Out of routine. Income: R$ 4800 to R$ 9600,00 R$ 9600,00+ // Married // Travel with family (including kids and even with other relatives) Shopping Cultural activities Income R$ 9600,00 + // Married/Divorced // Travel in couple // Post-graduated YOUNG CONNECTOR We learnt from the quantitative study that motivations are the key segmentation criteria for both actual & potential visitors to Caribbean

4 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN Deep Dive into the customer motivations There is a wide range of motivations that impact on the choice of the Caribbean destination: RELAXING / ENJOY BEACH & SUN: is a default still a differential Caribbean property vs. other destinations (ie. USA & Europe). SHOPPING: is a complement that become a must among families & experienced travellers, but is never a reason in itself. MAKING NEW FRIEND/GET TO KNOW NEW PEOPLE: is a key drivers for the young target choice and is secondary for the others. SEEKING FOR NEW THINGS/ OUT OF ROUTINE. might be explore differently depending on the target: it means adventure (youngers), entertainment (families) and unique/genuine experiences to enrich life (experience travellers). CULTURAL ENRICHMENT/CULTURAL ACTIVITIES: becomes relevant for Caribbean in 3 possible perspectives: music (youngers) natural sights (families) and local gastronomy (experience travellers). DIVING: is a narrow motivation. The Caribbean offers in Brazilian potential demand perception a full horizon of opportunities in reconnecting with nature, undersea discoveries, social imaginary of surf as well as other natural sports such as hiking and birth watching. TO BE SUCESSFUL IN PROMOTING BRAZIL TOURISM TO CARIBBEAN IT IS ABSOLUTELY KEY TO SEGMENTATE THE DEMAND ACCORDING TO MOTIVATIONS

5 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN Young Connectors Men and women aged , single, students or newly graduated, from A/B class. Looking for financial independence today have a little income and the familys support. They usually travel with friends. They look for enjoying their vacations, have fun, meeting new people; they prefer destination with a lively nightlife and the experience exchange. 1. They use digital media to get information and plan the trip. 2. In case of graduation trips, the convenience and security offered by travel agencies prevail. 3. Ticket prices: they choose the cheaper ones, therefore flight with stops are not a problem for them. They usually pay in full (they save before buying the ticket). 4. Accommodation prices: they choose simple and inexpensive hotels giving up comfort. 5. Most of the budget is spent in the nightlife: bars, clubs and drinks. Who are they?Influencing factors

6 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN What do they know about Jamaica? Destinations considered for the next trip MORE AFFINITY WITH : JAMAICA 96% I´ve already heard Intention to travel YesNo I dont know 56%29% 10% \\ Jamaica has a strong identity not associated with the common places in the Caribbean. \\ It stands out in a positive way for the Reggae music, Bob Marley, Rastafarian lifestyle, young, relaxed, free and friendly vibe. \\ But has also negative associations with marijuana, social inequality and partially the violence. 1. Local destinations with beaches and lively spirit // Morro de São Paulo, Bahia // São Paulo State Coast // Beaches in the Northeast region 2. International destinations to be visited with the parents // Europe (Barcelona, Venice) // United States (Miami, New York) // Buenos Aires 3. The Caribbean // Cancun // Punta Cana Young Connectors

7 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN Men and women aged 26-40, married, who usually travel with children and sometimes also with other relatives or friends. They are highly educated, A/B SEL, with income from BRL 4,801 to BRL 9,600 & BRL 9,600+. They look for resting, shopping, leisure, entertainment for the whole family, comfort and service. 1. They plan well in advance and use the miles accumulated during the year on business trips. 2. They usually pay in installments. 3. They get information on the internet because is more convenient and offers more alternatives and prices 4. They prefer to buy in Travel Agencies because they feel more secure even knowing that they could get better prices on the internet. 5. They choose based on convenience: the watchword is ALL INCLUSIVE. Packages with integral solutions guarantee not having bad surprises or big issues in the destination (in terms of quality and costs). 6. Service and infrastructure to look after and entertain the children is a key influencing factor. The Portuguese idiom is a must have in this case. 7. Flights with stops or distance are not a problem as long as the destination is attractive to all. Who are they?Influencing factors Happy families

8 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN What do they are interested in?Destinations considered for the next trip MORE AFFINITY WITH: BAHAMAS 94% I´ve already heard Intention to travel YesNo I dont know 76%18%5% None of the 4 countries under analysis are mentions spontaneously still Bahamas is recognized and creates affinity when the following elements arise: // Water Parks // Diving with stingrays, sharks and dolphins // Possibility to shop international brands duty free // All-inclusive infrastructure and resorts // Varied and organized activities for children 1. Miami/Orlando This is a destination desired by most of the interviewees. Those who have never been, plan to go; and those who have been, want to go again. The combination Disney // Shopping is a successful combo. 2. Beaches in Brazil // São Paulo State Coast // Beaches in the Northeast region Those are the well-known and comfortable vacations (but currently expensive) 3. Culture/Shopping Destinations // New York // Buenos Aires Happy families

9 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN Men and woman aged 40+, married or divorced with older children, who usually travel alone or with a companion. They are highly educated and have high income: BRL 9,600+. They already travelled a lot, have passports filled with stamps, are passionate about travelling and look for exploring different activities able to bring unique and enlightening experiences. 1. They prefer direct flights, avoid stops when possible, waiting too long between flights is unthinkable. 2. They prefer exclusive accommodations will little treats such as SPA, gastronomic restaurants, well located 3. They use the miles accumulated throughout the year or they use the miles to acquire other benefits (car rental, hotel, upgrades). 4. They buy everything with credit card and only the ticket is paid in installments 5. They get information through mouth-to-mouth, trade magazines and credit cards/airlines/banks magazines. Their planning is based on digital media. 6. They only book the flight and the accommodation. All the rest is acquired in the destination. Who they are?Influencing factors Experienced Travellers

10 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN What they are interested in? Destinations considered for the next trip Neither Barbados nor Trinidad e Tobago are mention spontaneously by the target. When suggested the following elements show potential: // Untouched and preserved natural nature // Unusual experiences both in terms of contact with the nature and local history/culture // Autochthonous gastronomy // Distinguished or genuine hotel infrastructure // Cultural attractions, architecture. 1. Africa -Natural reserves and Safaris -South Africa / Tanzania / Kenya 2. Destinations in Latin America -Machu Picchu – Peru (gastronomy) -Atacama Desert – Chile (biking) -Mendoza – Argentina (wine) Cultural/gastronomic destinations with unusual experiences 3. Timeless classics // Italy (Toscana/Rome/Venice) // Paris/New York // Buenos Aires Places they have already been, love and always want to go back Experienced Travellers MORE AFFINITY WITH: BARBADOS AND TRINIDAD & TOBAGO 76% I´ve already heard Intention to travel YesNo I dont know 52%29%17% 74%42%35%21%

11 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN Action plan - Premises \\ The plan is a flexible combination of media and activities aimed at maximizing the investment while achieving visibility among the selected target group. \\ 2 years investment plan and 3 stages with specific objectives: Stage 1: BUILD QUALIFIED AWARENESS - through a combination of Events, Promotions, TV Content and Traditional Advertising. The use of endorsement and partnerships will be key to achieve results faster. Stage 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS - development of tour packages, trade offers and incentive program are at the core of this phase. Stage 3: DEVELOP INFRASTRUCTURE - flights, accommodation and services. \\ Figures are initial indications with the average Agencies discount. \\ The investments required and include both media and production. \\ Coverage of the plan: 6 geographical areas indicated by FGV as most potential ones (São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, Brasília and Recife).

12 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN JAMAICA ACTION PLAN 1 STAGE 1: BUILD QUALIFIED AWARENESS \\ Sponsorship of 4 Bob Marleys legacy shows (2 x year in public spaces). \\ Jamaican Bands in the Rock in Rio event (1 big event). PRESENCE IN MUSICAL EVENTS \\ 10 Jamaican thematic parties, leveraging on music and drinks in the main nightclubs. \\ 4 graduation celebration parties in Universities. \\ Partnership and promotional material in key Universities across the country. \\ 1 Episode of the Vai pra onde? program, on Multishow, with Bruno de Luca (party theme). \\ 1 Episode of the Destino Aventura program, on National Geographic Channel (adventure destination). \\ 4 Articles on Jamaicas main attractions in targeted magazines such Trip, Rollings Stones, Glamour etc. \\ Online campaign with Brazilian celebrities tips. \\ Online campaign using Usain Bolt during the 2014 Olympic Games. \\ Banners in social networks and main portals with targeted audience. \\ Pay TV channels: on TV series and films, with targeted audience. GRADUATION TRIP PROMOTION ADVERTISING & MEDIA CONTENT INVESTMENT APROX./YEAR BRL It will be key to have a Project Manager to execute and monitor the activity program. LINGUISTIC & SPORTS EXCHANGES \\ Cultural exchange to learn English with native speakers: partnership with relevant English schools and distribution of promotional material. \\ Sports exchange (i.e. Athletics): partnerships and distribution of promotional material in key sports clubs.

13 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN JAMAICA ACTION PLAN 2 STAGE 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS PACKAGES \\ Best Party Route \\ Extreme Sports Route \\ Cool Music Route \\ Discovery & Adventure Route \\ Graduation Celebration Trip EVENT TO LAUNCH THE PACKAGES Event with the presence of travel agencies, journalists of key magazines, websites, travel blogs, guides among other opinion makers. PROMOTIONAL MATERIAL AND MERCHANDISING Production and distribution of folder, totem, calendars for tour operators and trade. INFORMATION SUPPORT Provide a consultant through Consulate or Airlines to support the package sales. TRADE INCENTIVE Sales incentives with clear goals among the key tour operators and trade. 3 STAGE 3: DEVELOP INFRASTRUCTURE FLIGHTS AND ACCOMMODATION \\ Develop charter flights. \\ Be more flexible about stopovers: 1 or 2 days in Miami or Panamá. \\ Cool and convenient accommodation network for young travellers: incorporating technology services, cool design, and sustainable & safe environment. SERVICES AND AMENITIES \\ Develop the Jamaica digital platform guide, with the collaboration of travellers (nightlife, leisure activities, sports, etc.). It will be key to have a Project Manager to execute and monitor the activity program.

14 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN 1 \\ Replicate main resorts attractions in shopping malls (4 events). EVENTS \\ Family magazines such as Crescer, Pais e Filhos, etc (8 articles). \\ GOL, TAM & AZUL on-board magazines and Viagem e Turismo, Viaje Aqui (4 articles). \\ 2 Promotional campaigns in magazines such as Caras, Contigo etc., using celebrities with their families endorsement. \\ 1 Episode of the Nalu pelo mundo on Multishow (family entertainment). \\ 1 Episode of the Mundo Selvagem on Geographic Channe,l with Richard Rasmussen (adventure). \\ Pay TV channels: in kids & family channels such as Cartoon Network, Boomerang etc. \\ Cinemas networks: Cinépolis, Kinoplex, Cinemark. \\ Banners in airports. \\ Digital Campaign. PRESS CAMPAIGN - CONTENT BAHAMAS ACTION PLAN STAGE 1: BUILD QUALIFIED AWARENESS ADVERTISING & MEDIA CONTENT INVESTMENT APROX./YEAR BRL It will be key to have a Project Manager to execute and monitor the activity program.

15 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN 2 PACKAGES \\ Family entertainment + shopping route \\ Sea adventure Route \\ The Caribbean Pirates Route \\ Hemingway and the sea Route \\ Cinema Route: Casino Royal & 007 experience. \\ Wedding and honeymoon Package 3 FLIGHTS AND ACCOMMODATION \\ Develop charter flights \\ Flexible stopovers: 1 or 2 days in Miami or Panama including accommodation \\ Create financial infrastructure to offer payment with installments. SERVICES \\ Develop online courses of Portuguese and How to serve Brazilians with excellence. \\ Promote exchange of teachers and professionals such as nannies and monitors. \\ In partnership with well-known educational institutions (ie. Senac), launch technical and vocational training schools. \\ Develop the Bahamas digital platform guide, with the collaboration of travellers (hotels, resorts, restaurants, cultural activities, sports). BAHAMAS ACTION PLAN STAGE 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS STAGE 3: DEVELOP INFRASTRUCTURE It will be key to have a Project Manager to execute and monitor the activity program. EVENT TO LAUNCH THE PACKAGES PROMOTIONAL MATERIAL AND MERCHANDISING INFORMATION SUPPORT VIA INTERNET TRADE INCENTIVE

16 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN 1 \\ 1 Episode of the Lugar Incomum program, on Multishow, with Didi (city adventure). \\ 1 Episode of the Desejar Profundo program, on Off channel (surf theme). \\ Surf & Water sports articles on GOL, TAM & AZUL on board magazines and Viagem e Turismo, Viaje Aqui \\ Amplification on Pay TV channel on sport programs \\ Digital Campaign using Surf celebrities \\ Banners in airports. LOCAL CULTURE SURF & OTHER WATER SPORTS BARBADOS ACTION PLAN STAGE 1: BUILD QUALIFIED AWARENESS INVESTMENT APROX./YEAR BRL It will be key to have a Project Manager to execute and monitor the activity program. \\ 2 Events of contemporary photography and art in major museums (MAM), art galleries and Cultural Institutes (Tomie Othake). \\ 2 Jazz & Blues Festivals in Cultural Institutes (Sesc and MIS). \\ 1 Itinerant food festival in the 6 main cities. \\ Rum testing circuit in selected Restaurants. \\ Amplification of the events in culinary blogs. \\ Amplification campaign in cinemas networks: Reserva Cultural, Cinépolis and Kinoplex.

17 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN 2 PACKAGES \\ Surfing the best waves \\ Best rum & gastronomy Tour \\ Colonization History & architecture Route \\ Wedding / honeymoon Package 3 FLIGHTS AND ACCOMMODATION \\ Develop charter flights. \\ Create financial infrastructure to offer payment with installments. \\ Rental network of upscale houses providing services of housekeeping, cooker, etc. SERVICES \\ Digital platform guide including the tips of celebrities and alternatives touristic options BARBADOS ACTION PLAN STAGE 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS STAGE 3: DEVELOP INFRASTRUCTURE EVENT TO LAUNCH THE PACKAGES PROMO MATERIAL & MERCHANDISING INFORMATION SUPPORT TRADE INCENTIVE It will be key to have a Project Manager to execute and monitor the activity program.

18 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN 1 \\ 1 Episode of the Parts Unknown program, with Anthony Bourdain on CNN (culinary theme). \\ Preserved Nature treasures in GOL, TAM & AZUL on board magazines and Viagem e Turismo, Viaje Aqui. \\ Pay TV channel in Nature & Adventure programs \\ Digital Campaign. \\ Banners in airports. TRINIDAD & TOBADO ACTION PLAN STAGE 1: BUILD QUALIFIED AWARENESS PRISTINE NATURE INVESTMENT APROX./YEAR BRL It will be key to have a Project Manager to execute and monitor the activity program. LOCAL GASTRONOMY \\ Local ingredients degustation and in premium supermarkets (Pão de Açúcar, Santa Luzia etc.) \\ 1 Episode of the Diário do Olivier program, on Multishow (culinary theme). \\ Cinemas networks: Reserva Cultural, Cinépolis and Kinoplex.

19 ALEXANDRIA | PROJECT CARIBBEAN TOWARDS AN ACTION PLAN 2 PACKAGES/ROUTES \\ Wedding and/or honeymoon \\ Pristine nature Route 3 FLIGHTS AND ACCOMMODATION \\ Develop charter flights. \\ Flexible stopovers: 1 or 2 days in Miami or Panama including accommodation. \\ Create financial infrastructure to offer payment with installments. \\ Rental of upscale houses, providing services of housekeeping, cooker, etc. TRINIDAD & TOBAGO ACTION PLAN STAGE 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS STAGE 3: DEVELOP INFRASTRUCTURE EVENT TO LAUNCH THE PACKAGES PROMOTIONAL MATERIAL INFORMATION SUPPORT TRADE INCENTIVE It will be key to have a Project Manager to execute and monitor the activity program. SERVICES \\ Digital platform guide including the tips of celebrities and alternatives touristic options


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