Embed Size (px)
Citation preview
CHTA Marketing Committee Meeting
June 21, 2018 10am
Hyatt Regency Downtown Miami
The Objective of the CHTA Marketing Committee is to report, advise and discuss marketing
matters effecting the Caribbean hotel and tourism industry, defining strategies to increase
marketability of the association within the industry and create and implement regional
collaborative marketing opportunities to engage the travel trade and the general consumer
1) Call to Order
2) Review and Approval of Minutes- (matters arising will be covered in the
agenda)
3) Rhythm Never Stops Regional Campaign
a. Phase One Review
b. Phase 2 Discussion – Broadening Support and Participation –
destinations, brands, tour operators, airlines, OTAs, travel partners
c. Modifications to the Caribbeantravel.com to align with the
campaign
d. DTN banner ad opportunities on Caribbeantravel.com
e. Flip.to social media contest integration into Rhythm Never Stops
4) Progress Towards Long-Term Sustained Marketing Initiative
5) Travel agent training program and database update
6) Caribbean Wedding Industry Awards update
7) CHTA consumer/trade events proposal
8) Trip Insurance update
9) Other Matters
Minutes: CHTA Marketing Committee Meeting
San Juan, Puerto Rico January 29, 2018
10-11:15am
Meeting was called to order at 10:03. Minutes approved and seconded. Karen congratulated CHTA team
for their energy and their dedication throughout a difficult 2017 especially as a result of the challenges
of hurricane season.
Communications report
Adriana walked through a communications report and improvements made to the website and
proposed changes to come, and gave an update on CHTA’s progress with social media engagement
including results of photo challenges. Jim Hepple asked about target audience in our social media
strategy and challenged us to better measure outcomes to gauge effectiveness.
Matt acknowledged strategic partnership and sponsors
CTM 2018 and beyond
Vanessa gave an overview of CTM 18, and discussed the changes we endeavored to make for this year
and beyond. 98 buyers, increased attendance of MICE buyers, 228 supplier companies, 48 allied
companies, 30 media outlets representing worldwide media.
Karen commented that we would have an opening celebration, which would be a marked difference
from years passed and encouraged attendees to spread the word, as we aim for this year’s celebration
to set the tone and raise the bar for years to come.
Jim Hepple asked if CHTA surveys at the end of each conference and what the feedback was from 2017
and what was the feedback. Vanessa commented that it was all together positive but there is a need to
increase buyer attendance and consider ways to entice delegates to stay through the second part of the
second day.
Patricia commented that in anticipation of the retreat we should inquire through NHTAs to ask members
the three top things you want to get out of Marketplace, what would you change, what would you add?
Stacy commented that we need to look at Marketplace wholistically to get more input from buyers and
suppliers.
Regional Marketing Campaign
Matt presented the regional collaborative marketing campaign with CTO, describing the RFP bidding
process and selection of Destination Think. The winning bid made an emotional connect with a pitch
video that would inspire travel to the region by emphasizing the culture. The effort will be led by a video
to be played on social media, and the campaign will also have a PR strategy. The campaign will be paid
for by ministries of tourism and hotel companies that have made pledges. The first phase of the
campaign will run through the summer barring any hurricanes. If there is an immenent threat of a
hurricane looming, the campaign will be put on hold.
Karolin commented that the RFP process was difficult but encouraging, and very interesting to see the
level of expertise that was represented by the proposals received. She said we should consider
components from other proposals and some of the bidding agencies for other projects such as a PR
collective and co-op campaigns.
Matt called for current content on Caribbeantravel.com as it will be using it as a call to action. Our post-
hurricane outreach was also discussed, as the CHTA played a vital role in gathering and distributing
accurate information about the extent and location of damage, likewise informing the general media,
the industry and the travel trade about the geography of the region and which destinations were
untouched and open for business. The storm season brought a new sense of urgency to the need for
brand Caribbean.
Partnerships
DTN, a subsidiary of Simpleview has partnered with Caribbeantravel.com to sell and manage banner ad
and premium placement opportunities. See Betty Ward for more info.
Matt announced a partnership with TravProMobile and Travel Relations to create an educational
platform and database management system for travel advisors. The educational program will be built on
a platform that was created to be consumed on mobile device.
CHTA has entered an agreement Flip.to, to create a social media promotional platform.
Wedding and Honeymoon specialists
CHTA is now a partner with the inaugural Caribbean Wedding Industry Awards, which is an event
focused on destination weddings and honeymoons. The event will be hosted September 7 – 9 in the
Rose Hall Convention Center, and offers hotels and tourist boards the opportunity to exhibit and mingle
with romance specialist travel advisors and wedding planners. Members receive a special discount to
exhibit and can nominate anyone for a number of awards.
Trip Insurance
The association also renegotiated terms with TripMate so that hotels can offer trip insurance in their
booking path. Participating hotels are eligible to earn 25% commission of the premium.
Roadshows
Matt presented the prospect of creating CHTA branded road shows and introduced Gabriel Emanueli,
former head of global sales for Puerto Rico Tourism Company to offer counsel. Committee members
Stacy Cox, Patricia Affonso Dass and Miles Mercera volunteered to be a working group that will help
shape the roadshow effort and define next steps.
Industry Partner Relations
Matt advised that we have had to start a new dialogue with TripAdvisor with a new head of industry
relations, and the intent to create a series of engagements with Trip Advisor executives, starting with a
webinar designed as a town hall for members to air their issues, followed by a second webinar and a
forum at CHIEF. Karen Whitt advised the committee, that while this may not look like a big step, it is a
step and encourage the committee to participate and get involved.
Matt also acknowledged the improvement of Expedia’s relationship with the CHTA and hotel
community. They offered a significant contribution to the hurricane recovery fund, sponsored
Marketplace, and continue to add product and costumer service team to better service the region.
Patricia also commented on the improvement by saying their communication with Expedia has much
improved and says Expedia has been much more flexible, and continues to evolve their portfolio of
marketing and sales tools.
Voluntourism
Matt mentioned the need to develop voluntourism and CHTA and Tourism Cares efforts to add support
around this development. Carmen Portela was acknowledged for her outstanding efforts in creating a
voluntourism platform with which CHTA has an intention to collaborate.
The committee was reminded of our June events June 22-26 – CHIEF, Taste of the Caribbean and
Caribbean305.
Meeting adjourned at 11:18.
Attendees:
Greta Andzenge Marketplace Excellence
Bill Clegg, Trandwinds One
Sanovnik Destang, Bay Gardens Resorts
Natalia Robles Bartolomei, PRHTA
John Dennis Auberge Haven
Jim Hepple, AHATA
Rudy Grant, BHTA
Avril Alexander, BVICCHA
Jeffrey Pankey, Figment Designs
Karen Whitt, Hartling Group
Matt Cooper, CHTA
Karolin Troubetzkoy, CHTA
Frank Comito, CHTA
Stacy Cox, TCIHTA
Stephen Todd, Bermuda HTA
Roderick Cherry, SLHTA
Wyb Meijer, SMHTA
Hugh Riley, CTO
Clarisa Jimenez, PRHTA
Gilda Gumbs Samuel, Anguilla HTA
Lisa Hamilton, USVIHTA
Tessie Duran Tonaco, Belize HTA
Ted Tejeda, Belize Biltmore
Edward Suares, CHATA
Miles Mercera, CHATA
Carlton Russell, The Cove at Atlantis
Bonnie Borkin, Travelzoo
Warren Ho, Travelzoo
Carmen Portela, Local Guest
Rachel Sanders, Travel and Leisure
CHTA Communications Report January – June 2018
PUBLIC RELATIONS
CHTA COMMUNICATIONS REPORT – January-June, 2018
January - June 2018 Impressions 192,192,483 Ad Value $1,574,715 PR Value $4,724,145 Placements 433
SOCIAL MEDIA PLATFORMS
SUMMARY • Following on all social networks increased steadily, with minimal monetary
investment, confirming that the content provided on social is hitting the mark. • Social media engagement during CHTA events greatly boosts reach on all platforms,
particularly on Twitter. The use of a social media board and other social initiatives have proven effective.
• We have learned that having sufficient staff to support social media engagement greatly affected the results of the reach and impressions in the digital space. Online engagement needs to be supported in real-time.
CHTA COMMUNICATIONS REPORT – January-June, 2018
SOCIAL MEDIA PLATFORMS
• Likes: 14,400 Fans (7% increase) • Impressions: 819,500 • Post Engagements: 3,834 • Followers – 3,498 (14% increase) • Organic Impressions – 223,500 • Total Engagements – 3,521 • Followers – 2797 Followers (43% increase) • Impressions – 233,400 • Engagement – 5,638
• Likes: 1,061Followers (37% increase) • Impressions – 51,200 • Engagement - 3832
CHTA COMMUNICATIONS REPORT – January-June, 2018
The 2017 hurricanes resulted in a spike in
volume and negative sentiment
Strength in unity Each stunning Caribbean destination has a unique identity and its own distinctive, celebrated culture. Some believe that
regionalism cannot exist in the Caribbean. From our research, we know for a fact that the regional brand has a positive,
lasting influence on Consumers. In order to be broadly accepted by partners, any creative platform for the region must be
woven together from our shared DNA. One of the most striking commonalities throughout the region is the importance of
music and dance to culture. Music is fundamental to cultures throughout the Caribbean, and combining numerous
genres and instruments can be representative of the enormous diversity of national identity and corresponding tourism
offerings.
Positive Sentiment Drivers
Beach Vacation Music People Food
Our analysis shows that sun, beach, islands, music, food and people are elements of the Caribbean brand that drive
the most positive sentiment. These are key elements that provide the greatest opportunity to change perceptions
through communication efforts. Many destinations can claim sun, beach, food, islands and people as positive brand
attributes. However, music stands out. Our concept overlays the many genres to will weave a common thread across
Caribbean destinations. Caribbean musical influence has also had an enormous emotional impact on our audience.
Creative platform
The Caribbean is incredibly diverse, more diverse than most travelers will ever realise. Beyond the picture-
perfect beaches and beautiful resorts you will find historic towns and harbours, arid landscapes, rainforests and
waterfalls, and lively scenes of celebration, dancing and music. In fact, it is music that is at the heart of what
keeps the Caribbean moving. The many genres and instruments are representative of the diversity of cultures
found in the Caribbean. What makes us different also unites us. No matter the beat, it keeps us going and
underpins life. It is the water lapping on the shore, it is the trade winds coming and going, it is the movement of
dance and masquerading in costume, it is the steel pans and the conga and the sound of human voice. The
rhythm never stops. Music creates happiness. Nothing can take it from us. No matter what you love, you will find
your rhythm in the Caribbean. And the rhythm never stops.
• Leverage different styles of music and dance as a unified platform to highlight
the wide variety of cultures, experiences and tourism products offered by
individual Caribbean destinations.
• Where needed, change the conversation online, to showcase the real
situation in the Caribbean, building positive brand equity. Show, don’t tell, that
nothing can stop our rhythm.
• Create content that shows that the Caribbean is open for business, including
aggregating authentic, positive user-generated content from around the web.
• Work with a thriving online community to create and distribute content that
aligns with campaign messaging.
• Comprehensive media plan supporting creative, driving video views and traffic
to caribbeantravel.com.
Campaign marketing strategy
KPIs
Video views:
2 Million
Video view completion rate:
50-75%
Metrics Monitored
• Social engagements
• Video views to 95%
• Reach
• Impressions
• Website page views
(caribbeantravel.com)
• Website visitors (unique)
• Time on page
• Sentiment
Behavioral Targeting
Search Behavior:
Caribbean destinations, arts, culture, and music
Purchase Intent:
Vacation planning
Interest:
Travel, Music, Arts, Caribbean
Lookalikes:
Analyzing current visitors we can target users
who demonstrate similar traits and behaviours,
reaching new audiences of likeness.
Geographic and
Demographic Targeting
Geographic:
United states: Atlanta, Boston, Chicago, Dallas,
Fort Lauderdale, Miami, New York City, Orlando,
Philadelphia, Washington D.C.
Canada: Toronto, Montreal, Ottawa.
Europe: UK (London, Manchester, Edinburgh),
Germany (Frankfurt, Munich), The Netherlands
(Amsterdam).
Age:
Ages 26-39 and 40-59 and 65+
University educated, income $100k +
Digital:
• Drive traffic to destination landing page.
• Digital (social) ad-integrations.
Video:
• Featured in video, as centerpiece of creative for the
campaign.
Website:
• Featured in articles and content on campaign landing
page.
• Position DMO as preferred partner listed on CTO
website.
Content:
• Content usage rights to share video and Caribbean
content on own digital channels.
Your DMOs exposure • Social posts/amplification across social
channels.
• Nominate a campaign ambassador from your
country to be featured in a profile, sent out to
all key media together with the press release.
Insights:
• Access to reporting: “how is region performing
pre and post campaign?”
- Campaign performance
- Sentiment
Other:
• Participation/visibility to key source market
travel/trade events/press trips and high
visibility activations.
• Other ad-hoc opportunities pending media
plans.
Video
You will be included in the feature video that
is the hero creative for the campaign.
Included countries will also be listed in the
description of the video on social media and
on the campaign landing page.
Example video (PW: Sherpas)
Website
You will be featured in articles and content on
carribbeantravel.com website pages,
including a call-to-action to your URL.
Social Media
As a partner, we will feature you and your
products in at least one social media
posts, reaching our existing community
and audience.
Reach and Impressions
Our media buy will largely go towards video
views on Facebook, Instagram and YouTube.
As a partner you get a share in the attention of
the expected pool of over +2.5 million
reached and over 3.5 million impressions.
These are people who have seen content
about the Caribbean and are interested in
travelling to the region - potential travelers.
Video posts
2.5M+ Reach
3.5M+ Impressions
Logo’s and access to image library.
Landing page link to drive to, with UTM tracking.
Social Media handles/profiles.
Suggestions of product that you would prefer featured.
We ask all partners to share the video and engage with the promoted content that is specific to your
product. We will provide a date of publication and once live and share the link. Please put us in touch
with those responsible and inform us of any additional process required.
Partners to Provide
We anticipate additional budget becoming available after launching the campaign, in this case
we will prioritize a media spend for display and banner ads in key digital media ($100,000-
$150,000).
Potential for Extension of Campaign
Channel Delivery
Estimate KPI
Performance
Benchmarks Performance Targets Pricing Budget
Native Display 12,000,000 imp CPE $4-$5 12,000 landing page engagements $4-$6 CPM 60,000
Standard Display 14,000,000 imp CPA TBD TBD $4-$6 CPM 70,000
130,000
Incase of additional budget committed by
partners, the following tactics will be
prioritized:
• Content partnerships with consumer
media.
• Influencer programme.
Potential for Extension of Campaign
Promote your business in premium placements throughout
the website with highly-targeted “above-the-fold” visibility.
Elite Campaigns capture website users at every level from
in-market smart phone users and island locals to vacation
planners starting on the CaribbeanTravel.com home page. 1. HOME PAGE & DESTINATION-
SPECIFIC PUSH DOWN ADVERTISMENTS
• Premium branding on specific pages
• Preview displays at the top of page with the option to view more info
• Preview displays at (970x90px)
Destination Travel Network & Caribbean TravelOnline Advertising Media Kit | caribbeantravel.com
ELITE CAMPAIGN
CONTACTSVICKI [email protected]
GAIL [email protected]
Promote your business in premium placements throughout
the website with highly-targeted “above-the-fold” visibility.
Elite Campaigns capture website users at every level from
in-market smart phone users and island locals to vacation
planners starting on the CaribbeanTravel.com home page.
Destination Travel Network & Caribbean TravelOnline Advertising Media Kit | caribbeantravel.com
ELITE CAMPAIGN
2. MOBILE BANNER• Give “ready-to-spend” visitors
one-click mobile access to your business NOW
• Photo (90x50 Pixels)
• Copy (50 characters)
3. RUN-OF-DESTINATION BANNER• Be seen on nearly every page of
the website with title, image box, tag line and website link
• Photo (305x275 Pixels)
• Copy (75 characters)
• Call-to-action button
COST• $6,000, 12-month program
Limited availability!
• All prices are for a limited time only and will be subject to change
• Note that all ads rotate with other advertisers
CONTACTSVICKI [email protected]
GAIL [email protected]
Destination Travel Network & Caribbean TravelOnline Advertising Media Kit | caribbeantravel.com
TOURISM CAMPAIGN
PAGE SPONSOR• Secure targeted placement on
category- specific pages for premium visibility
• Photo (305x180 Pixels)
• Title (35 characters)
• Body (150 characters)
COST• $1,500, 12-month program
• All prices are for a limited time only and will be subject to change
Promote your area events, attractions, accommodations and
unique island flavor to thousands of new potential customers.
Page Sponsorship placement guarantees 100% exclusivity to showcase your area’s tourist favorites!
CONTACTBETTY WARD(305) [email protected]
Destination Travel Network & Caribbean TravelOnline Advertising Media Kit | caribbeantravel.com
SHOWCASE CAMPAIGN
Promote your hotel, restaurant or attraction to thousands of new
potential customers. Enjoy “top-of-the-category” visibility and a
“Featured Listing” banner.
CONTACTSVICKI [email protected]
GAIL [email protected]
FEATURED LISTING• Stand out from the crowd- put your
company listing at the top of your industry category
• Featured Tab + visit website button
COST• Price: $600, 12-month program
• All prices are for a limited time only and will be subject to change
True Caribbean Training Program & Sales Companion
Program Overview
COMING SOON to: truecaribbeanspecialist.com
True Caribbean surrounds the user with content and tools that allows them to: - Be A True Caribbean Specialist (Training) - Close More Sales (Toolbox) - View Product (Directory) - Start More Conversations (Fast Facts) - Re-visit Material (Discover) - Find Content, Videos, etc. (Search) - Build their own True Caribbean app
(Favorites) - Access Messages, Social Media, Chat
Training 5 chapters of Training content on the True Caribbean
- Destinations - Countries and Cultures (2
modules) - Rooms with a View - Selling Target Markets
• Accessible on Web, Mobile Tablet
and Smartphone (iOS & Android)
Sales Toolbox Media Assets and Sales Collateral Organized for Easy Access and Sharing
- Image Library - Resources & Collateral - Events Calendar - Itineraries - Spotify playlist - 360 Images - Plus more!
Fast Facts
Easy Access to Facts and Information, including: - Map - Getting Here Information - MICE Infographic - Top 10’s - Blog - Plus More!
Partner Programs Connect travel professionals with your private sector via real time product listings and showcases Multiple participation levels are available to Caribbean Partners
- Showcase - Mini-Training - Custom Training & Sales
Companion
LEARN MORE: truecaribbeanpartner.com
Mobile, Across All Platforms, Offline Capabilities
Dashboard
Access to real time results 24/7
Sample
Real Time CMS
Content Management System - The True Caribbean Program
includes access to a real time content management system.
- As the story changes, facts need to be updated, etc. the team can come in and take care of this 24/7. All changes are live immediately.
