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