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Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
Strategic Communications Plan: Tourism
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Strategic Communications Plan: Tourism

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Example strategic communication campaign for the development of a new tourism site/ cruise port.

Example strategic communication campaign for the development of a new tourism site/ cruise port.

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  • 1. Historic Falmouth Cruise Port Strategic Communication Plan Prepared for: Royal Caribbean International & the Port Authority of Jamaica Prepared by: ICP Communication Irene Cheung ▪ Chi-Chi Millaway ▪ Peter Moran
  • 2. Agenda <ul><li>Situation analysis and SWOT </li></ul><ul><li>Objectives, strategies and tactics </li></ul><ul><li>Key messages </li></ul><ul><li>Target media and audiences </li></ul><ul><li>Metrics </li></ul><ul><li>Timeline </li></ul><ul><li>Budget </li></ul><ul><li>Desired outcomes </li></ul>
  • 3. Situation analysis <ul><li>Background </li></ul><ul><ul><li>Named for Sir William Trelawny </li></ul></ul><ul><ul><li>Capital of Trelawny Parish, Jamaica </li></ul></ul><ul><ul><li>The original port of Jamaica </li></ul></ul><ul><ul><li>Wealthy port </li></ul></ul><ul><li>Why Falmouth? </li></ul><ul><ul><li>Large port </li></ul></ul><ul><ul><li>Among best-preserved Caribbean towns </li></ul></ul><ul><ul><li>  Equidistant from Ocho Rios and Montego Bay </li></ul></ul>
  • 4. SWOT <ul><li>Strengths </li></ul><ul><li>Robust cruise industry </li></ul><ul><li>RC’s strong industry reputation </li></ul><ul><li>First-ever historic themed cruise port </li></ul><ul><li>Home to Oasis of the Sea </li></ul><ul><li>Opportunities </li></ul><ul><li>Introduce cruisers to one-of-a-kind Jamaican experience </li></ul><ul><li>Revitalize and restore Falmouth </li></ul><ul><li>Boost local economy and infrastructure </li></ul><ul><li>Weaknesses </li></ul><ul><li>Delayed opening/lack of funding </li></ul><ul><li>Wavering community support </li></ul><ul><li>Potential lack of tourism </li></ul><ul><li>Perception: Dangerous Jamaican ports </li></ul><ul><li>Threats </li></ul><ul><li>Negative publicity </li></ul><ul><li>Misperception of port’s purpose </li></ul><ul><li>Environmental damage </li></ul><ul><li>Negative experiences </li></ul><ul><li>Lack of business interest </li></ul><ul><li>Competition </li></ul>
  • 5. Objectives <ul><li>Business objective </li></ul><ul><ul><li>Leverage partnership with Royal Caribbean Cruises and the Port Authority of Jamaica to create a profitable and sustainable cruise destination and local community </li></ul></ul><ul><li>Communication objective </li></ul><ul><ul><li>  Create awareness of the benefits of tourism and business in Historic Falmouth </li></ul></ul>
  • 6. Strategies <ul><li>1- Generate positive awareness of Historic Falmouth as a destination </li></ul><ul><li>2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents </li></ul><ul><li>3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project </li></ul><ul><li>4- Attract new businesses to Falmouth </li></ul>
  • 7. Strategy 1: Positive awareness <ul><li>Tactics </li></ul><ul><li>Highlight tourist attractions </li></ul><ul><ul><li>Website, facebook, FAQs and Q&As </li></ul></ul><ul><li>Cruise promotion </li></ul><ul><ul><li>Brochures and tours </li></ul></ul><ul><ul><li>Foursquare competition </li></ul></ul><ul><li>Emphasize that Falmouth is a safe town </li></ul><ul><ul><li>Articles and maps </li></ul></ul><ul><li>Pitch Falmouth </li></ul><ul><ul><li>Travel trades, consumer magazines and local and mainstream media </li></ul></ul><ul><li>Media monitoring </li></ul>
  • 8. Example: Falmouth attractions The Caribbean’s finest antique collection will enchant you at Greenwood Great House Shop at the Albert George center at historic Water Sq. Take a romantic bamboo trip down the Martha Brae river Marvel at the natural phenome-non of the Luminous Lagoon
  • 9. Strategies <ul><li>1- Generate positive awareness of Historic Falmouth as a destination </li></ul><ul><li>2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents </li></ul><ul><li>3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project </li></ul><ul><li>4- Attract new businesses to Falmouth </li></ul>
  • 10. Strategy 2: Change perception <ul><li>Tactics </li></ul><ul><li>Demonstrate that RC’s priority is to protect Historic Falmouth </li></ul><ul><ul><li>Donate initial US $2 Million + 5% of annual bookings </li></ul></ul><ul><li>Build credibility through a partnership with Falmouth Heritage Renewal </li></ul><ul><ul><li>Expert: Dr. James Parrent </li></ul></ul><ul><ul><li>Public meetings </li></ul></ul><ul><ul><li>3-D rendering </li></ul></ul><ul><ul><li>Storytelling signs and outdoor exhibitions </li></ul></ul><ul><ul><li>Heritage Event </li></ul></ul><ul><li>Update the public on the renovations to historic Falmouth </li></ul><ul><ul><li>Pitch partnership and renovations to local and mainstream media </li></ul></ul><ul><ul><li>Issue press releases </li></ul></ul><ul><ul><li>Post videos to a youtube channel </li></ul></ul><ul><ul><li>Hold a press conference on completion of renovations </li></ul></ul>
  • 11. Strategies <ul><li>1- Generate positive awareness of Historic Falmouth as a destination </li></ul><ul><li>2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents </li></ul><ul><li>3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project </li></ul><ul><li>4- Attract new businesses to Falmouth </li></ul>
  • 12. Strategy 3: Engage audiences <ul><li>Tactics </li></ul><ul><li>Address and engage stakeholders online </li></ul><ul><ul><li>Social media </li></ul></ul><ul><ul><ul><li>Blogs, comments, online articles and reviews </li></ul></ul></ul><ul><ul><li>Royal Caribbean and Jamaica Port Authority websites </li></ul></ul><ul><li>Address and engage stakeholders offline </li></ul><ul><ul><li>Hold a series of town hall style meetings </li></ul></ul><ul><ul><li>Articles in trade and local publications </li></ul></ul><ul><ul><li>Conduct interviews with CEO or other spokespersons </li></ul></ul>
  • 13. Strategies <ul><li>1- Generate positive awareness of Historic Falmouth as a destination </li></ul><ul><li>2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents </li></ul><ul><li>3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project </li></ul><ul><li>4- Attract new businesses to Falmouth </li></ul>
  • 14. Strategy 4: Attract business <ul><li>Tactics </li></ul><ul><li>Create and Communicate Business Incentives </li></ul><ul><ul><li>Partner with local government, NGO’s and financial institutions </li></ul></ul><ul><ul><li>Host free training seminars for entrepreneurs and business-owners </li></ul></ul><ul><ul><li>Focus on and give priority to local industries and merchants </li></ul></ul><ul><ul><li>Pitch success stories and unique business opportunities to trades </li></ul></ul><ul><li>Create and Communicate Financial Incentives </li></ul><ul><ul><li>Provide tax incentives </li></ul></ul><ul><ul><li>Provide financing opportunities </li></ul></ul><ul><ul><li>Provide free advertising </li></ul></ul>
  • 15. Strategies <ul><li>1- Generate positive awareness of Historic Falmouth as a destination </li></ul><ul><li>2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents </li></ul><ul><li>3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project </li></ul><ul><li>4- Attract new businesses to Falmouth </li></ul>
  • 16. Key messages <ul><li>1- Falmouth is the first-ever historic themed cruise port </li></ul><ul><li>2- Falmouth is an attractive and safe destination for tourists and businesses </li></ul><ul><li>3- The Historic Falmouth port will benefit local residents, revitalize the town and stimulate the economy </li></ul>
  • 17. Target audiences and media Cruisers First time/repeat Locals Residents, businesses, government, NGOs Online community Cruise lines Entrepre-neurs <ul><li>John Maxwell at Jamaica Gleaner </li></ul><ul><li>Cassandra Brenton at Jamaica Observer </li></ul><ul><li>Mario James at Jamaica Star </li></ul><ul><li>Falmouth Community Television </li></ul><ul><li>Dr. Jim Parrent at Falmouth Heritage Renewal </li></ul><ul><li>Blogs: </li></ul><ul><li>Matt Hannafin at Frommer ’s Cruise Blog </li></ul><ul><li>Anne Campbell at ShipCritic Blog </li></ul><ul><li>Linda Coffman at Cruise Diva Blog </li></ul><ul><li>Trade media: </li></ul><ul><li>Carolyn Brown at Cruise Critic </li></ul><ul><li>Olivind Mathisen at Cruise Industry News </li></ul><ul><li>David Chai at World Cruise Industry Review </li></ul><ul><li>Consumer media: </li></ul><ul><li>Andreas Lundgren at The Avid Cruiser </li></ul><ul><li>David Beers at CruiseMates </li></ul><ul><li>Dawn Gesualdi at Cruise Traveler Magazine </li></ul><ul><li>Trade media: </li></ul><ul><li>Charlotte Jensen at Entrepreneur Wandeka Gayle at Jamaica Business </li></ul><ul><li>Susan Rakowski at Small Business Opportunities </li></ul><ul><li>Mainstream media: </li></ul><ul><li>Brooke Barnes, writer for Travel Guides, at The New York Times </li></ul><ul><li>Gene Sloan, cruise writer, at USA Today </li></ul>
  • 18. Metrics <ul><li>Brand tracking </li></ul><ul><li>via Echo Research </li></ul><ul><li>Survey audience awareness of brand </li></ul><ul><li>Focus groups regarding audience’s brand perception </li></ul><ul><li>Media monitoring </li></ul><ul><li>via BurrellesLuce </li></ul><ul><li>Track share of voice, positive mentions </li></ul><ul><li>Number of articles/key messages published </li></ul><ul><li>Estimated audience </li></ul><ul><li>Monitor/track social media </li></ul><ul><li>Number of followers via Twitter or Facebook Lexicon </li></ul><ul><li>Unique visitors to website via TrendRR </li></ul><ul><li>Comments on blogs and websites via BackType </li></ul><ul><li>Track audience response </li></ul><ul><li>Booking comparison via competitive analysis </li></ul><ul><li>Audience perception via focus groups and surveys </li></ul><ul><li>Businessperson perception via number of investors </li></ul>
  • 19. Timeline <ul><li>Initial Activities </li></ul><ul><li>Form partnership with Falmouth Heritage Renewal </li></ul><ul><li>Make initial $2 million donation </li></ul><ul><li>Create business and financial incentives </li></ul><ul><li>Ongoing Activities </li></ul><ul><li>Pitch Falmouth to local, consumer, trade and </li></ul><ul><li>mainstream media </li></ul><ul><li>Highlight Falmouth attractions online, in media and onboard </li></ul><ul><li>Complete historic renovations and restorations </li></ul><ul><li>Address and engage stakeholder online and offline </li></ul><ul><li>Communicate business and financial incentives </li></ul><ul><li>Grand Opening </li></ul><ul><li>Falmouth Musical Heritage festival for Oasis’ 1 st stop at port </li></ul><ul><li>Continuing Activities </li></ul><ul><li>Evaluate initial PR activities and adjust messages & strategies as needed </li></ul><ul><li>Media relations plan covering continued donations </li></ul>
  • 20. Budget TOTAL $2,150,000 FHR donation $2,000,000 PR materials Events (grand opening, training) $10,000 Printed materials (signs, brochures, maps) $5,000 Digital design (website, rendering, social media) $5,000 Measurement Brand tracking $50,000 Media monitoring $50,000 Consumer tracking (focus groups, surveys) $30,000
  • 21. Desired outcomes <ul><li>Ranked in top five Caribbean cruise destinations within one year </li></ul><ul><li>Meet or exceed commitment of 400,000 cruise visitors annually </li></ul><ul><li>Increase tourism to Falmouth by 50% </li></ul><ul><li>Complete 50% of planned renovations by grand opening and 100% within the next two years </li></ul><ul><li>90% business occupancy by grand opening </li></ul><ul><li>Have 100% of media contain key messages </li></ul>
  • 22. Questions?
  • 23. <ul><li>ICP Communication </li></ul><ul><li>137 Park Ave. </li></ul><ul><li>New York, NY 10013 </li></ul><ul><li>(212) 555-1234 </li></ul><ul><li>Email: </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul><ul><li>[email_address] </li></ul>

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