DELIVERABLES 5.4 NAUTICAL ROUTES TECHNICAL MANUALec.europa.eu/easme/sites/easme-site/files/meltemi_d5.4_technical_manual.pdfAIESEC Association for International Students of Science,

DELIVERABLES 5.4

NAUTICAL ROUTES TECHNICAL MANUAL

Creating diverse and exciting tourism products in coastal and

nautical tourism

CALL: NAUTICAL ROUTES OF EUROPE

GA: EASME/EMFF/2016/1.2.1.12/03/SI2.765242 – MELTEMI

COORDINATOR: SURF CLUB KEROS – I DOUMTSIOS

START DATE OF PROJECT: 1 DEC 2017

DURATION: 18 MONTHS

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CONFIDENTIAL © MELTEMI Page 2 / 23

This project has received funding from the European Union’s Maritime and Fisheries Fund

under the Grant Agreement # EASME/EMFF/2016/1.2.1.12/03/SI2.765242 – MELTEMI

Dissemination Level

PU PUBLIC

PP Restricted to other PROGRAMME PARTICIPANTS

(including the Commission Services)

RE RESTRICTED

to a group specified by the consortium (including the Commission Services)

CO CONFIDENTIAL

only for members of the consortium (including the Commission Services) X

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Revision History

V# Date Description / Reason of change Author

V0.1 30/06/2018 First Draft K Galatsopoulos

V0.2 30/07/2018 Second Draft/ Review from Partners F Galatsopoulou

V0.3 20/08/2018 Final Draft K Galatsopoulos

Authors & Contributors

Contributors at this WP are the end user partners. WP1 provides feedback to technical

partners.

Authors

Partner Name

SURF CLUB KEROS Rick Krystalis (Mr)

Contributors

Partner Name

AUTH/SJMC Fani Galatsopoulou (Mrs)

Reviewers

Partner Name

SURF CLUB KEROS Ioannis Doumtsios (Mr)

PROGRESSIVE BOARD Ltd Dominic Whiting (Mr)

AUTH/SJMC George Kalliris (Mr)

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Table of Contents

1 Executive Summary ............................................................................................................... 7

2 Introduction & Rationale ....................................................................................................... 8

2.1 Rationale ........................................................................................................................ 8

2.2 What is the “Nautical Routes” product? ....................................................................... 8

2.3 What should you expect from this manual ................................................................... 8

3 Creating a Nautical Tourism Product ...................................................................................... 9

3.1 STEP 1: Envision the result, define the need ................................................................. 9

3.2 STEP 2: Explore the Resources ..................................................................................... 10

3.2.1 Why catamarans? ................................................................................................... 10

3.2.2 Safety procedures ................................................................................................... 11

3.2.3 Watersport Procedures ........................................................................................... 14

3.3 STEP 3: Prove the Feasibility ........................................................................................ 17

3.4 STEP 4: Address the technicalities ............................................................................... 18

3.5 STEP 5: Marketing and Sales ........................................................................................ 20

3.5.1 Overview & Campaign Goals .................................................................................. 20

3.5.2 Campaign Structure ................................................................................................ 20

3.5.3 Building Desire. Main approach hooks ................................................................... 21

3.5.4 Content ................................................................................................................... 21

3.5.5 Budget ..................................................................................................................... 21

4 Conclusion .......................................................................................................................... 23

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Glossary

Abbreviation /

Acronym Meaning

AIESEC Association for International Students of Science, Economics and Commerce

APE-MPE Hellenic Athens News Agency – Macedonian News Agency

AUTH/SJMC Aristotle University of Thessaloniki / School of Journalism and Mass Communications

CDP Communication and Dissemination Plan

DoA Description of Action

EACD European Association of Communication Directors

EASME European Agency for SMEs

EC European Commission

ECREA European Communication Research and Education Association

EFJ European Federation of Journalists

EJTA European Journalism Training Association

EMFF European Maritime and Fisheries Fund

ENAT European Network for Accessible Tourism

EOT Hellenic Tourism Organization

ESN Erasmus Student Network

ETIS European Tourism Indicators System

EUPREra European Public Relations Education and Research Association

EYCH 2018 European Year of Cultural Heritage 2018

GA Grant Agreement

GDP Gross Domestic Product

GEJI Global Environmental Journalism Initiative

GR Greece

IAMCR International Association for Media and Communication Research

IKO International Kitsurf Organization

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IPR Intellectual Property Rights

IPRA International Public Relations Association

IRP/IET Hellenic Institute of Regional Press – ΙΕΤ/Chania Crete

Km Kilometers

MELTEMI EU funded Project entitled ‘Meltemi – the breath of Archipelagos’

Meltemi Meltemi wind

Mi Miles

Nm Nautical Miles

PC Project Coordinator

PO Project Officer (EC)

PSB Project Steering Board

QA Quality Assurance

SUP Stand Up Paddle

TCB Thessaloniki Convention Bureau

TR Turkey

UAG User Advisory Group

UC Usage Cases

UGC User Generated Content

UNWTO United Nations World Tourism Organization

WP Work Package

WPL Work Package Leaders

WTTC World Travel and Tourism Council

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1 Executive Summary

The purpose of this document is to create a technical manual in order to support and promote the

transferability of the results of our project. We have worked towards the development of a

standardized and repeatable methodology for creating diverse tourism products and services in the

area of Nautical and Coastal Tourism.

This deliverable is a technical manual for setting up a similar product anywhere in the world and will

be accompanied by a technical workshop aimed at industry professionals. This workshop will be held

in Limnos as part of the Stakeholders workshops series. SURF CLUB KEROS is already progressing in

the introduction of a similar project inspired and influenced by our experiences through the field

trips across the Aegean Sea.

Moreover, through our cooperation mechanism built in T4.2 we’ll try to build up a community and

establish a permanent exchange of information and ideas.

This document covers Deliverable

D 5.4 Nautical Routes Technical Manual: Creating diverse and exciting tourism products in

coastal and nautical tourism

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2 Introduction & Rationale

2.1 Rationale

There is no doubt that nautical tourism is a fast-growing sector. Being in the business for more than a

decade we feel that it is now time to take the next step and create a new, innovative premium

tourism product that will combine sailing, sports, travel, culture. The EU programme of “Nautical

Routes” offered us the opportunity to design and validate a tourism product that we can be unique

and exclusive.

As we are concluding the first half of our project and after about 16 weeks of sailing across the

Aegean Sea in both Greek and Turkish waters we have now a very good grasp of how to put our ideas

into practice and factor all these details that are elusive and misleading at first. The field trips and the

pilot journeys offered valuable experiences to our crews and we can now proceed to the next steps

of product design with the much more confidence.

In this document we have outlined in as much detail as possible the methodology for creating an

explicit nautical routes tourism product in any part of the world. Although it is not an exhaustive

document it serves as an outline and primer for the professional that would like to work in such

endeavours.

2.2 What is the “Nautical Routes” product?

Before we move any further we should provide some definitions that derive from the programme

and are used throughout our project:

Nautical Routes: Sailing Itineraries focused on water sports (windsurf, kitesurf, SUP) and nautical

tourism. The itineraries usually have a strong aspect of “extra curriculum” activities around water

sports, maritime history and tradition, local cuisine and health and wellbeing.

Sailing itinerary: Nothing more than a travel and destination plan organised day by day that will

allow our crews and passengers to sail safely across all waters, know what to expect and anticipate.

Six different sailing itineraries in the North east Aegean Archipelago, with 30 different spots that give

skipper the opportunity to alter the itinerary according to weather conditions and customer wishes

or needs.

2.3 What should you expect from this manual

The aim of this Technical Manual is to provide a basis for the training of partners and personnel that

will be involved into the design and implementation of Nautical Routes tourism products. We take

for granted that the users of this manual are experienced professionals in nautical tourism and

professional water sports instructors (in any windsurf, kitesurf or surf).

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3 Creating a Nautical Tourism Product

To support and promote the transferability of our results we developed a standardized and

repeatable methodology for creating diverse tourism products and services in the area of Nautical

and Coastal Tourism. This methodology is illustrated in the following pages and it is consisted of a

five steps procedure that reaches the stage of realizing bookings and the realization of the trips and

that can be applied by anyone in any part of the world for similar products of nautical touristic

products.

The five steps are:

1. Define the need: in this step we want to check the viability of our idea and confirm the need for

the product.

2. Explore the resources: as soon as we know that the idea is good, and it is actually valuable we

have to examine our resources both in terms of infrastructure and personnel.

3. Prove the feasibility: at this stage we will have to actually quantify our findings and make sure

that we have in place financial models that can hold and turn our project profitable.

4. Address the technicalities: before we move forward with our idea it is necessary to consider

some small but significant details that may prove problematic throughout the way.

5. Marketing and sales: Assuming that we have all the solid data we need to go forth with our

project, we will need a solid strategy for creating awareness and attracting customers.

3.1 STEP 1: Envision the result, define the need

Every small business starts with an idea. All ventures were once just a vision in someone’s mind. Even

a new destination, with a typical travelling format could become a new business opportunity. The

best way though to mitigate the always existent or potential risk is to do a “sanity check” on the

fundamental idea with other members (the more diverse the better) of the watersports travelling

community, which is supposed to be targeted through one-on-one interactions and informal focus

groups such as relevant forums, chats etc. No one should make the mistake of coming up with an

idea and then searching for demand later. It is crucial to confirm that significant demand exists for it

before investing time and money.

Therefore, an initial inspiration, dream or ambition followed by extensive desk research on existing

(if any) similar products and then a focused market analysis mapping the global Tourism water sports

Market, will define the need and the supply of competitive products. Moreover, it should identify

specific needs for different markets in Europe & the world regarding local individual parameters such

as dates of holidays, school holidays, connectivity with specific destinations, local weather conditions

in target markets, preferable water sports (wind, kite, surf), level of riding ability etc. When

surveying potential customers, a would-be venture should be sure to inquire deeply about how much

the potential target of customers would be willing to pay for such a service or product. These findings

will be necessary later at step three of feasibility.

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At the end of this initial process a target destination will be identified, the fact that the business

idea will be demanded by a potential defined customer target group should be speculated and a

basic timeframe of opportunity will be defined. Based on our recently acquired experience this

timeframe is applied over a period of 12 months of preparatory actions that are required before the

very first trip set it sails.

3.2 STEP 2: Explore the Resources

The basic resources that have to be ensured for such a product and the operation of that product is a

suitable Catamaran boat and the Human resources needed in order to sail the boat, teach or guide

the watersports and host the customers.

3.2.1 Why catamarans?

Special attention will be given to the chartering of the sailing catamarans. Such vessels are less

common and usually more expensive to charter but they have several important advantages which

we feel are very important to the concept. Catamarans proved to be:

much wider and therefore much more comfortable both in anchor and in travel

much more stable and safer, both in anchorage and in difficult weather conditions

easier to maneuver due to their twin engines

provide a lot more of storing space for our equipment

(Most importantly) ideal for use as a trimming & landing area for kite-surfing

The only probably disadvantage of a catamaran is that due to its size it is quite difficult to haul to a

marina. This is a very small price to pay and can easily be mitigated by anchoring just a few meters

away from the beach or the dock.

Regarding the availability of a suitable boat there are many chartering companies all around the

world that are ready to answer any inquiry. Typical examples of such companies are:

http://www.boatbookings.com/yachting_content/caribbean.php

http://www.caribbeancatamaran.com/

https://www.yachtico.com/yacht-charters-rentals-catamaran-caribbean

http://www.kiriacoulis.com/charter/charter-yachts/

MONTHS 1 2 3 4 5 6 7 8

YEAR

Concept in Place

Month 1

Destination Decision

Month 2 Feasibility Study

Month 6

DEFINE THE NEED Months 1 - 2

Research Surveys Control

EXPLORE RESOURCES Months 3 - 5

Checklist Vessels Human Resources

PROVE FEASIBILITY Months 5 - 6

Data Collection

Fin Analysis

9 11

First TripReady to go

Month 11

Months 3 - 4

Logistics

STRATEGY

10

Res Lists

ADDRESS TECHNICALITIES

Arrangements

Months 6-8

MARKETING & SALES

CAMPAIGNS & BOOKINGS

http://www.boatbookings.com/yachting_content/caribbean.php

http://www.caribbeancatamaran.com/

https://www.yachtico.com/yacht-charters-rentals-catamaran-caribbean

http://www.kiriacoulis.com/charter/charter-yachts/

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Therefore, a thorough desk research using a simple web search engine for providing companies that

operate and are harboring in the preferred destination and a couple of initial inquiries is needed in

order to gain all the information needed regarding availability of boats, age and specs of the available

boat, level of luxury, hosting capacity, extra special equipment, cost and terms of payment etc.

Regarding the Human resources it is essential to explore the availability of crew for the boat in order

to fulfill our requirements and standards of the service that we vision to deliver.

The standard structure of a crew for such a project and the relevant provision of services is: the

skipper, the hostess, and the wind/kite/surf instructor. A three-person crew is sufficient in order to

provide a unique experience for our customers combining travelling, sailing, hospitality and

watersports with safety. It has to be taken seriously into consideration that catamarans and sailing

boats in general, are close quarters, shared living accommodation option, have limited space and

almost minimum privacy and individual space capacity, therefore the crew of such a boat should be

present yet distinct, first and last on deck, tidy yet laid back, precise and punctual yet relaxed,

professional yet friendly at the same time. The basic skills and experience requirements that have to

be taken into consideration are: Basic professional skills and background according to each one of

the three necessary positions that are the skipper, the hostess, and the wind/kite/surf instructor),

experience in similar projects, local experience, knowledge and assets, communication skills (foreign

languages, easy going and friendly type of person), and any extra relevant skills or qualifications. An

initial online interview should follow and any more, in order to establish a firm personal opinion of

the candidate for the placement.

Since the demands of such a project regarding customers satisfaction and absolute safety at the

same time, are extremely high a standardization of a set of procedures is necessary. There are two

main groups of SOPs (Standard Operational Procedures): the first concerning the hospitality needs

that have to be fulfilled and the second the safety procedures that have to be followed.

3.2.2 Safety procedures

Beyond the basic and common internationally established maritime, yachting and sailing safety

regulations that all licensed skippers are trained and aware of, we finalize two special and original

sets of SOPs that we found that are of extreme importance for the safety of everyone involved in

such a project: The first is a check list with all the necessary and crucial key points that have to be

thoroughly checked before the departure of the boat.

Catamaran – Pre-Departure Checklist

Important Note: This checklist is for use by the Boat crew, to be reviewed 2 days before departure.

Yes No Comments

1 ENGINE CHECKS

1.1 Have the engine rooms been checked for any leakage?

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1.2 Have the oil levels been checked and if needed refilled

(gear box + engine)?

1.3 Has the coolant level been checked? (while engine is

working)

1.4 Has the dinghy been checked for any holes / + engine

check?

1.5 Has the belt been checked?

1.6 Has the water trap been checked?

1.7 Is the water pump working?

2 GENERAL BOAT SUPPLIES

2.1 Has the boat been refueled fully (total capacity = 390L)

and both spare fuel tanks are full?

2.2 Have the water tanks been replenished fully?

2.3 Are there enough cleaning products for the trip

planned?

2.4 Is there enough fresh bottled water for the trip planned

(1.5 litters / pers. Day + water for cooking)

3 BOAT PREPARATION

3.1 Have new laundry sets been picked up in the camp and

disposed in the 4 cabins? (take additional sets in case

and depending on length of trips)

3.2 Has the boat been fully cleaned up?

3.3 Is the boat operational for passengers (fridge working,

bathroom evacuations working, etc.)

3.4 Are the batteries / inverters working properly?

3.5 Are there any lines tangled around the boat?

4 NAVIGATION

4.1 Has the destination been confirmed in correlation with

weather forecast?

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4.2 Has the weather forecast been confirmed 2 days prior to

departure?

4.3 Are all navigation tools (GPS, VHF, etc.) working

properly?

4.4 Are navigation maps / port guide available on the boat?

4.5 Did the crew study the maps / destination prior to

departure?

4.6 Did the crew phone destination contacts to inform

about arrival and check space at the Marina (or any

other conditions)?

4.7 Is the boat paperwork complete and present on the

boat?

4.8 Have the navigation lights been checked?

5 DECK

5.1 Has the deck been checked for any sign of unusual tear

(ropes, sails, winch working)

6 SECURITY & SAFETY

6.1 Are there enough life jackets for every passenger?

6.2 Has the first aid kit been checked and replenished if

needed?

6.3 Have the basic emergency items been accounted for

(flares, rescue boat, life raft, emergency tiller, spare

navigation lights, etc.)?

7 FOOD SUPPLIES

7.1 Check with passengers any special diet / allergies /

intolerances or specific requests

7.2 Has the menu been set in accordance with 7.1 and with

planning?

7.3 Has the food supply been done and stored properly in

the boat?

8 ACTIVITIES PLANNED

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8.1 Has the planning been done and discussed / validated

by passengers?

8.2 According to planning, check what water sports

equipment is needed from Keros school for each

passenger (wet suits, kites, windsurf, etc.)

8.3 Has the request for above equipment been transferred

to the Water Sports Coordinator 2 days prior to

departure?

8.4 Have the equipments been transferred and stored

properly in the boat?

8.5 Has the crew contacted destination potential contacts

to arrange any car rental, check conditions, etc.?

3.2.3 Watersport Procedures

After safety, the most demanding activity on board a catamaran is to prepare the guest for their

favorite watersport. Surf and windsurf are pretty standard and they are not different than the

normal preparation procedures that an instructor undertakes on shore.

Nevertheless, kite surfing is a different story. It is by far the popular yet the most demanding

watersport and as such it has to be accommodated to the special conditions and restrictions of a

catamaran sailing boat. The basic procedure for launching and recovering kites from the catamaran

boat and tender is outlined below.

Procedures for Launching & Recovering kites from the

Catamaran & Tender

Launching from the Catamaran

Lines are kept permanently attached to the kite.

Kite is inflated at the stern of the hull furthest away from any potential obstacle or danger.

Leading edge and pump on the swim platform and trailing edge in the water.

Rider sits at the stern on the opposite hull, unwinding the lines.

Lines drift downwind, forming a “U” shape between the rider and the inflated kite.

Riders attaches leash and chicken loop.

Kite is released, and drifts downwind.

Rider puts board on their feet and slides into the water.

Once lines are under tension, rider rotates bare to untwist any twists in the lines.

Rider water-relaunches kite & rides away.

Should any major problems occur, rider quick releases their chicken loop & waits for the

tender to secure the kite and solve the problem.

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Launching from the Tender

Lines are kept permanently attached to the kite.

Kite is inflated on the leeward side of the tender

Rider and bar jump into the water at the stern & swim away from the boat in a crosswind

direction, while unwinding the lines.

Once lines are unwound, rider attaches leash and chicken loop.

Kite is then placed onto the water at the stern of the tender, and released.

Kite drifts into the wind window.

Rider rotates bar to resolve any line twists.

Rider water-relaunches kite from water.

Tender drops off the board with the rider, staying upwind from the rider at all times.

Rider recovery with the Catamaran

Option 1

Rider performs a self-rescue upwind of the catamaran & wingtip sails to the stern of the

catamaran, where they pack down and come aboard.

Option 2

A 15m buoyant rope with a figure of 8 knots tied at 1m intervals is attached to the stern &

left floating in the water.

Rider kites downwind of the stern, coming to a stop by the rope & grabs onto the rope.

Rider lands the kite in the water & let’s go of the bar

Rider takes of board. Holds board with one hand and rope with the other

Crew member pulls rider to the stern where the rider can sit on the stern.

Rider performs a quick release, and self-rescue with the help of the crew member.

Kite is recovered, deflated, and stored onboard.

Rider recovery with the Tender:

Tender approaches rider and signals to land the kite in the water.

Tender approaches kite from downwind, staying outside of the wind window.

Tender grasps the Leading Edge of the kite and proceeds to tow it 10m upwind.

Tender turns 25 degrees away from the rider & kills engine.

Tender deflates kite & starts to wrap it up.

Rider releases chicken loop & leash.

Tender pulls all the lines into the tender, taking care not to tangle them

Tender picks up rider & board.

Rider winds up their lines on the way back to the Catamaran.

Rider and equipment is stored away on the catamaran.

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Operating the Tender

Kill Switches

A kill switch is to be used at all times, with a lanyard attached to the boat’s driver.

A foot leash on the kill switch may be used to allow freedom of movement, but the driver

must be able to kill the motor quickly.

A kill switch lanyard cannot be too long, or the driver could be injured by the motor.

A spare kill switch lanyard must be attached to the boat close to the ignition in case of driver

overboard, so the boat can be restarted.

Motor Safety

Always stop the motor when it is close to someone in the water.

Always stop the motor when it is close to lines in the water.

Do not manoeuvre close to swimmers.

Use a prop guard (recommended).

Keep clear of the danger zone at the rear of boat.

Even a stopped motor can cause injury. (Reduce the risk of propeller strike injuries)

Driving close to kites

Do not drive under kites, or through the WW of flying kites.

Stay outside the WW.

Do not drive directly downwind of kiters.

Never drive over the kite’s lines.

Use waves/wind to slow boat,

Do not overuse reverse gear. (Getting tangled with the kite’s lines can disable the

motor completely and cause a dangerous situation for the kiter).

Rider recovery (without kite):

Pick up person from the water from the DW (boat downwind) side or crosswind to the

person.

If you pick up from the UW (boat upwind) side they can go under the boat, as the boat drifts

downwind.

Always kill the motor completely when bringing someone into the boat (especially over the

transom).

Beware of rowlocks, bollards and cleats that can snag the equipment of the students as they

climb in & out of the boat.

Beware of carabineers & snap shackles that can trap lines and gear. (Beware that motors can

accidentally be engaged and run over swimmers, killing the motor completely, reduces this

risk.)

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3.3 STEP 3: Prove the Feasibility

Once the availability of the resources is confirmed even on an optional basis, then a basic profit and

loss statement proving the financial feasibility of the project should be set.

The root of profitability is the basic procedure of setting a market price for the envisioned product or

service. In order to define the market price a potential venture should inquire deeply (as already

above mentioned) about how much the potential buyers would be willing to pay for such a service or

product. Then the next step is to compare that with the costs that are necessary in order to produce

the item or provide the service.

The following is a basic template that determines and proves the financial feasibility of such a project

based on a real-life case study regarding sailing trips in the Aegean Sea for a five weeks period on a

Lagoon 45, 2017 (5 cabin version).

EXPENSES REVENUES

INITIAL EXPENSES

Boat total charter

Marketing

Insurance

Administration and back office

TOTAL

WEEKLY COSTS REVENUE PER TRIP

Weekly boat cost Guests (10 per trip)

Fuels (per week) Price per Person (suggested)

F+B supplies (per week)

General expenses (local taxes, fees, general expences p.w.)

PERSONNEL

Skipper

Hostess

Water sports instructor

TOTAL OPERARIONAL WEEKLY COSTS MAX REVENUE PER TRIP

Number of Weeks Number of Weeks

MAX REVENUE =

(Assuming Capacity of 100%. Fully booked)

Expected Capacity (%)

TOTAL COSTS

= INITIAL + WEEKLY * No of WEEKS

TOTAL REVENUE (PROJECTED)

= Expected Capacity * MAX REVENUE

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3.4 STEP 4: Address the technicalities

Once the financial feasibility and the risk assessment is done and we decide that the specific risk is

worth to be taken, there are a lot of small technicalities that have to be answered regarding the

specific destination, with the specific resources at the specific timeframe. Careful preparation is

required to make sure we have mapped out all available options and potential itineraries, logistical

issues, resupply and points of interest before we sail. This is mainly desk research work and planning,

involving communication with prospective partners in the places we would like to visit. During this

task, we will identify all potential itineraries, anchorages, harbours, places of visit, points of interest,

alternative routes etc

The basic questions that each time have to be answered are the following:

QUESTION COMMENT

1. 1 DATE, DURATION

Date of the trips, exact duration, (less days possibility), exact date of

arrival/departure on island and on cat (preferably air tickets one day before

/after embarkation/disembarkation).

2. DESTINATION Place (Island, airport, marina, dock) of embarkation/disembarkation

3. 1 TRAVEL Suggested Airlines that fly there

4. TRANSFERS Transfer from/to the airport

5. OVERNIGHT

ACCOMODATION

Overnight accommodation and suggested hotels for the day before/after

embarkation/disembarkation

6. ITINERARY Itinerary, schedule, suggested program

7. RIDING LEVEL Level of riding to be elaborated and accurately described and benchmarked

8. PRICE,

PAYMENTS

Pricing, payment terms and discounts (all boat, 2-3 cabins, 2 trips, advance

payment), cancelation policy.

9. PRICING

ANALYSIS

Price breakdown (what’s included) food, beverages, alcohol, dinners out,

watersports, equipment, instruction, damages, insurance, extra activities

10. ONBOARD

ACCOMODATION

Shared cabin, single occupancy, child in cabin as 3rd person.

11. HOUSEKEEPING How often, change of sheets, fresh towels.

12. WEATHER Weather conditions, prevailing winds, expected forecast.

13. CLOTHING,

BAGGAGE

Suggested clothing and baggage

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14. ON BOARD WIFI Wifi onboard/internet/ local sim cards

15. PETS Pet allowance

16. INSURANCE Insurance

17. UTILITIES General local utilities (ATMs, banks, hospitals, pharmacies etc)

18. POLICIES, TERMS Policy and general terms easy to set

RIDER ABOARD:

SUF CLUB KEROS has already announced a new project inspired by MELTEMI. It is a case study project

for SCK and the answers to all the above questions are included in the official website

http://www.ridersaboard.com

http://www.ridersaboard.com/

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3.5 STEP 5: Marketing and Sales

Once the above-mentioned questions are answered the project is almost formatted and the next

step is to go public and increase awareness and sales through the suitable or available social media

and communication channels. The proposed campaign below is indicative. It was developed for the

purposes of Riders Aboard but it can easily be adapted accordingly.

3.5.1 Overview & Campaign Goals

1. 60 days of intense promotion

2. Create awareness for the trips to all the people that have engaged with Surf Club Keros

3. Build the desire through consistent visual elements and copy.

4. Use various campaign modalities to keep prospects engaged and interested in the idea of

making the trip. Photos, videos, FAQ, questions, stories, articles, etc.

5. We need to spread the content of the website to pieces that are easily consumable within

Facebook/Instagram.

3.5.2 Campaign Structure

We are going to use the several types of campaigns, each serving a specific purpose to move the

prospects closer to booking the trip. We know booking is not a spontaneous action, that people need

to consider the dates, job leaves, their partners/friends and of course if they think the trip is worth it

and how much they really want to go.

So, we need to be persistent daily in their feeds with multiple campaigns that will not be just

repeating the same message but are providing all the necessary trip details in a fresh and easily

consumable fashion. We want to promote all aspects of the trip, from the main idea, all the way to

the route details, educate them bit by bit, get them excited and make the trip irresistible.

I. Awareness/Engagement

The first step is to let everybody know the basics: there is a new project LIVE right now, Surf Club

Keros is involved (credibility, since we target mainly Keros audience), it’s a surfing or kitesurfing trip

aboard a luxurious catamaran in Maldives or Caribbean. We’ll use various beautiful imagery to

attract attention and inform the audience. We want engagement, people to respond with LIKES,

comments, shares to show that they are somewhat interested in the service.

II. Traffic to landing pages

Now that we have people know that we have a trip and they responded with some positive feedback,

we target those with Link Ad campaigns that drive visitors to the website. The goal is to get as many

people to consume the trip details, and therefore come closer to booking.

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We’ll use this type of campaign to send people to the main website, the specific trips and the

booking form. Each campaign ad will generate multiple creatives to keep it fresh.

III. Video Ads

Ideally, we need some kind of video ad format, it’s super easily consumable and gets the message

across fast. We want to create mini videos for every trip that quickly outline the main

features/benefits. It’s like visiting the website but faster. Then we retarget with link ads to get them

to actually visit the website and read everything thoroughly. We need them to be already aware,

engaged and interested to actually take the time and read through all the materials on the website.

Video can do that effectively.

IV. Call to action

Depending on the campaign objective we will have either no CTA (simply engage or view the video)

or click to view all the trip details or click to book now. We might also run some other types of

campaigns like Polls: i.e. “Who would you take with you on that trip?” and get them to comment

below or ask questions etc. We want to keep the promotion material mixed, interesting and

matching the awareness level of our prospects.

For example, the “Book Now” campaign will be targeted only to people that have viewed Riders

Aboard videos or engaged with campaign posts or visited the website or landing page.

3.5.3 Building Desire. Main approach hooks

Our main selling points: the trip of a lifetime, most amazing uncrowded spots you ever surfed, the

stuff of dreams, luxurious yet adventurous, affordable for the experience it provides, life aboard, in

touch with elements, exploration, we reach places not commercial trips reach, “pirates of the

Caribbean lifestyle”, total freedom, disconnect from the world, create memories, experience the

world through a very unique lens.

3.5.4 Content

We need us much photos/videos from the location we will be visiting as possible. We’ll try to use

visuals not only from kitesurfing or surfing, but from straight sceneries also, get that exotic vibe

going. We need variety and beautiful imagery. We can try www.shutterstock.com and

www.stock.adobe.com, there are nice videos and photos there to purchase.

3.5.5 Budget

Since we are firstly targeting Surf Club Keros audience, we don’t need to use big budget to get the

word out about the trips, we just need frequency and variety. As soon as we start getting results and

bookings we can expand the targeting to people that are not familiar with Keros, target kite surfers in

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UK for example, you will decide for that when the time comes. We could be running low budget test

campaigns to cold audiences in a couple of weeks from now and we can scale if numbers look good.

We have 63.000 people engaged in Surf Club Keros facebook ads/posts, around 22.000 website

visitors, around 220.000 people that viewed part of Surf Club Keros main promo video 2018 and

70.000 people that viewed more than half. These are all engaged people that know and are familiar

with Keros brand. These are the first people we target. We can start with €40/day for the 14 days.

The budget will be spent across various campaigns (post engagement, videos, link ads), targeting

viewers, visitors and page engaged.

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4 Conclusion

This deliverable is neither exhaustive nor complete. It is rather a working document that will be

evolved in a much more detailed manual as we gain more experience and knowhow.

It should serve as a starting point for professionals that will be involved in the design and

implementation of our Nautical Routes tourism products. Our purpose is to outline a 5-step

procedure that is easy and intuitive and can be applied in many cases.

We will continue to work internally on that manual as well as more detailed Standard Operating

Procedures to create the necessary Body of Knowledge that we consider crucial for such operations.

Documents

DELIVERABLES 5.4 NAUTICAL ROUTES TECHNICAL MANUALec.europa.eu/easme/sites/easme-site/files/meltemi_d5.4_technical_manual.pdfAIESEC Association for International Students of Science,