Under the Patronage ofCross River State, Nigeria

Presents1st African Tourism Marketing & Investment

Summit presented by Fusion.

Vision for ATMIS, Cross River State

Under the direction of the Governors’ office, Cross River State, Nigeria has demonstrated a committed lead in the development of its tourism potential.

With infrastructure and project developments in progress, the vision to achieve a leading status in attracting tourism in its broadest sense to Cross River is already being actualised through a top down vision.

Against this back drop Fusion - Dubai, founders and organisers of the 1st Middle East Tourism Marketing Summit METMS 2009 as developed for the Dubai Government is looking to bring the concept to Cross River in Nigeria in 2010 to support the vision for growth and to support the increase of awareness and interest from regional and international investors and industry professionals creating the first African Tourism Marketing and Investment Summit. The event will be under the patronage of the State Government to demonstrate its tourism leadership.

ATMIS Campaign Dimensions

Programming will include

The African Tourism Marketing & Investment Summit programme concept will form an educational platform.

• Led by a delegation of local, regional and international speakers to include:• United Nations World Tourism Organization will lead the debate on the importance of the Green economy and

protection of natural resources to support Tourism growth. International Authors & “Trend Hunters” will reflect international consumer trends to support tourism strategy in African

and Region tourism destinations• The growing potential for medical tourism within Nigeria as over $200 million of patient spend on health related travel is

leaving the country for other destinations• Tourism and Travel Marketing• Panel discussion on the role of international, regional and local media in supporting tourism strategy development • Market Research company to look at and talk on intra African travel trends

Cont …

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Programming

Tourism Investment opportunities in Cross River State – master class session Working with Governors office an investment programme of potential project opportunities

will be hi lighted at the 1st African Tourism Marketing and Investment Summit to attract regional and international interest based against an understanding of the inward investment opportunities offered by Cross River State.Programme speaker will be invited to share best practice and a case history of success, on which a debate and discussion session can then be orchestrated for participants

Opportunity for input from World Bank and the Nigerian financial sector for funding options One on one meetings will be organised for investors to meet with Government

representatives for further ongoing private discussions.

 

Agenda – African Tourism Marketing Summit

Draft agenda which would be finalised on project acceptance.

Time Event Description

9:00 – 9:20 Opening Ceremony Official Welcome Time: 9.00 – 9.20Conference Chair & Summit Director:Speaker: Governor of Cross River State – The Tourism Vision

9:20 – 10:00 Opening Keynote Address(Session for all delegates)

When Things Get Hot United Nations World Tourism OrganizationTopic: A Look at Eco Tourism and its relevance to marketing in the region. The benefits of investing in environmentally responsible tourism practices, and examples from current practices within the region as well as globally.

10:00 – 10:50 Panel Discussion(Session for all delegates)

Marketing Nigeria's Tourism Potential Working Together Tourism Leaders from the region.

Agenda – African Tourism Marketing Summit

Time Event Description

10.50 – 11.20 Coffee Break

11:20 – 13.00 Workshop Stream 1

(Break-out session)

Session 1 - Time: 11.20 – 12.00How much can I spend as Marketing Matters? Moderated by: BBCSector representatives: Topic: CFO’s and Marketing Directors ask – How much can I spend? From a senior-level marketing and financial perspective, take an in-depth look at how to market against other challenging markets, especially in a downturn, and how much to spend to make your marketing really matter.

11:20 – 13.00 Workshop Stream 2

(Break-out session)

Session 1 – Time: 11.20 – 12.00Social media & marketing Topic: The use of digital and social marketing tools in today’s business and social environments; the pro’s and con’s; the do’s and don’ts. Strategic Session.

Agenda – African Tourism Marketing Summit

Time Event Description

Workshop Stream 1Ballroom A(Break-out session)

Session 2 – Time:12.10 – 13.00Marketing Luxury in LossSpeaker: Ian Michael, Prof of Tourism & Travel Marketing, Zayed University Topic: Marketing for potential luxury lifestyle, retail, culture medical & sporting options against a world of competition

Workshop Stream 2Ballroom B(Break-out session)

Session 2 – Time: 12.10 – 13.00Marketing Medical Tourism in the Middle East Presented by: Dr Prem Jagyasi, Managing Director & CEO ExHealth, Dubai HealthCare CityTopic: The future and growth of medial tourism in the world and how effective marketing of medical travel can ensure for Nigeria based on investment success

13.00 – 14.00 Lunch

Agenda – Middle East Tourism Marketing Summit

Time Event Description

14.00 – 14.40 Speaker Stream 1Ballroom A(Break-out session)

From the Gulf to Africa

Topic: Marketing Tourism to the outbound travel markets iin the GCC

14.45 – 15.35 Panel discussion 1Ballroom A(Break-out session)

The PR Probe – A journalist’s perspectiveModerated by: The BBC Topics: Give me the tourism news! How can marketing support the media and how can the region’s PR improve to boost tourism info and marketing from an editorial point of view? How can pr support a change of perspective for potential investors and regional tourism

Agenda – Middle East Tourism Marketing Summit

5 November 2009 cont ..

Time Event Description

14.45 – 15.35 Panel discussion 2Ballroom B(Break-out session)

Executives in the Hot Seat! Participants:PR RepresentativeAdvertising Media Representative Online & social media representative: Topic –Dissecting the integrated approach to Tourism Marketing

15.35 – 16.00 Coffee Break Coffee Break

16.00 – 16.40 Speaker presentationBallroom A(Session for all delegates)

Re-Branding destinationsSpeaker: Brand Dubai Topic – The challenges of re-branding a location in the Middle East and leanings for African destintaions

Agenda – African Tourism Marketing Summit

Time Event Description

16.40 – 17.20 Speaker presentationBallroom A(Session for all delegates)

The Meaningful Economy: How will African Tourism Thrive? Speaker: International author, Daniel Levine Daniel will look at how Africas tourism will thrive from economic change and shifting consumer behavior? How have changing economic times affected consumers' values and attitudes? What is motivating them to make tourism, leisure and lifestyle decisions? Based on thoughtful new research from Levine's forthcoming book, Daniel will demonstrate how successful retail businesses will not just survive, but thrive, by embracing change to turn current economic challenges into profitable opportunities.

17.20 Closing AddressBallroom A

Closing & Thanks Summit programme concludes

18.00 – 20.30 ATMS Cocktail Networking Reception

Return on Investment – Summit branding & exposure opportunities

Brand Association for ATMS partners

• Participation in Government-supported event;

• Branding to a targeted audience (approx 400 delegates) - 80% local & regional industry professionals. These include (but are not limited to) VPs and senior management of:

– Hotels & Airports– Ministers of tourism in Nigerian Federal and State level– Luxury and retail professionals – Sales and Marketing Directors, and PR professionals;

• Proactive placement at the forefront of key African marketing decision-makers;

Cont…

Example of Return on Investment for 2010 event –

Media, PR & Marketing Activities and Reach

Guaranteed media value & reach

The METMS Summit confirmed more than US$1 million worth of local & international PR coverage. Fusion would look to generate a similar level of support for ATMS and Cross River through TV, press and online coverage.

As example for METMSAudience reach is estimated at 424,834,200. Key media partner figures are as follows:

• Print – The National/Al Ittihad: 3,000,000 +• Print – industry sector magazines: 220,000• Broadcast – BBC: 257 million (Middle East)• Broadcast – Al Arabiya: 60,000,000• Online – Maktoob.com: 100,000,000

Expected PR Editorial coverage

From Fusion’s previous experience in similar campaigns, we know that we can expect approximately $1.1 million of editorial coverage through generated PR activities.

Global coverage through strategic PR planMedia & Website• Monthly media releases distributed to local

& international media• Advertising – full-page ad placements with

media partners• ATMS website includes a full Summit overview &

has already registered interest from potential delegates & partners•

Proposed next actions

This presentation provides an overview of some of the planning and actions regarding the first proposed African Tourism Marketing and investment Summit proposed to Cross River State, Nigeria – the leader in Tourism for Nigeria.

Following initial consideration and discussion a detailed timeline and budget would be prepared and presented. Commencement of planning would be required by January 2010 to deliver the event with pr and media relations work commencing with a press announcement for the local, regional and international media January 09.

The organisers would propose to hi light the Summit at the Arabian Travel Market in Dubai May 2010 and use this event as a platform to promote Cross River and raise awareness of the States tourism product and upcoming Summit agenda.

• Feyi Ishola. Summit Director, fishola@fusion-mgt.com