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Strategic Communications Plan: Tourism
 

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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    Strategic Communications Plan: Tourism Strategic Communications Plan: Tourism Presentation Transcript

    • 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
    • Agenda
      • Situation analysis and SWOT
      • Objectives, strategies and tactics
      • Key messages
      • Target media and audiences
      • Metrics
      • Timeline
      • Budget
      • Desired outcomes
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • 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
    • Questions?
      • ICP Communication
      • 137 Park Ave.
      • New York, NY 10013
      • (212) 555-1234
      • Email:
      • [email_address]
      • [email_address]
      • [email_address]