Mighty Mekong Midterm Presentation


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Mighty Mekong Midterm Presentation

  1. 2. What is a brand?
  2. 3. BRANDING <ul><li>Your Most Valuable Asset </li></ul><ul><li>Your Guarantee of Your Product </li></ul><ul><li>Something that You ‘Stand Behind’ </li></ul><ul><li>Imagery of Your Product </li></ul>
  3. 4. ASEAN Tourism Branding US$117.2 million US$101 million US$258 million
  4. 6. VIETNAM Tourism Branding
  5. 13. In Today’s Marketplace, Destination Marketing Must Be…… Targeted Creative Web-based Lifestyle focused
  6. 14. Issues and Trends Conflicting Messages?
  7. 15. Top 10 Tourism Trends <ul><li>Safety and Security </li></ul><ul><li>Emergence of New Source Markets (CHINDIA) </li></ul><ul><li>Destination Branding </li></ul><ul><li>Marketing through the Worldwide Web </li></ul><ul><li>Emergence of the Leisure Society </li></ul><ul><li>Co-op’etition </li></ul><ul><li>The Responsible Tourist </li></ul><ul><li>Dynamic Packaging - the Do-it-Yourself Traveller </li></ul><ul><li>Value for Money (Transparency in Pricing) </li></ul><ul><li>Consolidation and Restructuring of Supply </li></ul>
  8. 16. There will always be Obstacles
  9. 18. Cambodia China (Yunnan / Guangxi) Lao PDR Myanmar Thailand Vietnam
  10. 20. A Golden Piece of Tourism Real Estate
  11. 21. Mekong Tourism Finances <ul><li>Annual Government Contribution for Operating Budget = US$90,000 </li></ul><ul><li>Donor and Private Sector Cash and In-Kind Contributions </li></ul><ul><li>Support by Asian Development Bank, Thailand Ministry of Tourism and Sport and French Government </li></ul>
  12. 22. Tourism Sector Strategy Available for Download at www.mekongtourism.org
  13. 23. Arrival Forecasts
  14. 24. Expected Outcome: Estimated Value of Tourism Expenditure in $ Billions (at 2005 prices) Source: GMS Tourism Sector Strategy, June 2005 52.40 29.50 14.80 TOTAL 8.25 4.64 2.33 Other Services 4.21 2.37 1.19 Tours 14.40 8.11 4.07 Shopping 6.87 3.87 1.94 Transportation 18.67 10.51 5.27 Lodgings & Food 2015 2010 2004 Sub Sectors
  15. 25. <ul><li>1. Mekong River Tourism Corridor </li></ul><ul><li>2. Golden Quadrangle </li></ul><ul><li>3. East West Tourism Corridor Zone </li></ul><ul><li>4. Emerald Triangle </li></ul><ul><li>5. Southern Tourism Coastal Corridor </li></ul><ul><li>6. Green Development Triangle </li></ul><ul><li>7. Lao PDR – Viet Nam Cross-border </li></ul><ul><li>Community-based Tourism Zone </li></ul><ul><li>8. Andaman Coast Tourism Zone </li></ul><ul><li>9. Shangri-la–Tengchong–Myitkyina </li></ul><ul><li>Tourism Development Zone </li></ul><ul><li>Red River Valley Tourism Zone </li></ul><ul><li>11. Guangxi – Northeast Viet Nam </li></ul><ul><li>Borderlands Tourism Zone </li></ul>Mekong Tourism 13 Priority Areas Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS Coastal and River Cruise Lines
  16. 26. MARKETING Mekong Tourism Office (MTO) DEVELOPMENT Mekong Tourism Coordinating Office (MTCO)
  17. 27. Marketing the Mekong Mekong Tourism Office (MTO) Plan 2009-2010
  18. 28. <ul><li>Profitable </li></ul><ul><li>Socially Inclusive </li></ul><ul><li>Low on CO2 </li></ul><ul><li>High on + Impacts </li></ul>
  19. 29. Thematic Direction of Explore Mekong Campaign Nature Community Culture Eco- (Lodges, Tourism, Tours) Tourism Religion Sustainable Village Heritage Green People Buddhism Verdant Market Animism Nature-based Local Native Diverse Rural Tourism Tribal Subregional Traveller Visa on Arrival Agro Tourism Home Stays Huts Soft Adventure Mekong Rustic Water Pure Authentic Untainted Indigenous Real River Simple Fresh Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..
  20. 30. We need a slogan and a logo…. <ul><li>Any ideas??? </li></ul>
  21. 31. Explore Mekong Campaign Slogan and Logo <ul><li>Pure and Simple </li></ul><ul><li>Back to Basics </li></ul><ul><li>Asia’s Last or Final Frontier </li></ul><ul><li>Come Find Yourself </li></ul><ul><li>A River Runs Through It </li></ul><ul><li>Meet the Mekong </li></ul><ul><li>At the Edge of Asia </li></ul><ul><li>The Outback of Asia </li></ul>Explore Mekong
  22. 34. Rich Regional Web Content www.exploremekong.org <ul><li>Suggested itineraries to 13 zones </li></ul><ul><li>Interactive Maps </li></ul><ul><li>Airline, bus and train information </li></ul><ul><li>Video clips </li></ul><ul><li>Feature articles </li></ul><ul><li>Booking Engine </li></ul><ul><li>Travel news from around the region </li></ul><ul><li>Social Media Interactivity </li></ul>
  23. 35. Explore Mekong Campaign Core Activities <ul><li>Great Mekong Give-a-way 2009 and 2010 </li></ul><ul><li>(via www.exploremekong.org) </li></ul><ul><ul><ul><li>Monthly Lucky Draw for Registered Users </li></ul></ul></ul><ul><ul><ul><li>Quarterly Lucky Draw for Users of Booking Engine </li></ul></ul></ul><ul><ul><ul><li>Regular Contests (painting, photography, video) </li></ul></ul></ul><ul><ul><ul><li>An Online Mekong Auction </li></ul></ul></ul><ul><ul><ul><li>Media Familiarizations </li></ul></ul></ul><ul><li>Anchor Events </li></ul><ul><ul><ul><li>Each Country to Organise and Sponsor an Event using the Mekong Theme (sports events, concert, festival, etc) </li></ul></ul></ul><ul><ul><ul><li>Equally Divided throughout the calendar year 2010 </li></ul></ul></ul>
  24. 36. Explore Mekong Collateral Ideas <ul><li>Fact Sheet </li></ul><ul><li>Thumb Drive </li></ul><ul><li>Calendar </li></ul><ul><li>Cook Book </li></ul><ul><li>Passport to the Mekong (discount voucher book) </li></ul><ul><li>Press/Media Kits </li></ul>
  25. 37. Explore Mekong Advertising Wish List Driving Traffic to www.exploremekong.org Media Mix Budget Range: US$50,000-1,000,000 <ul><li>On Line Travel Agents (Expedia, Odopo, Zuji, Whotif, Travelocity) </li></ul><ul><li>Trip Advisor </li></ul><ul><li>Facebook </li></ul><ul><li>Google Earth </li></ul><ul><li>Skype </li></ul><ul><li>Major Search Engines </li></ul><ul><li>ESPN (sports nuts) </li></ul><ul><li>AXN (adventure enthusiasts) </li></ul><ul><li>CNBC (financial fanatics) </li></ul><ul><li>BBC (news addicts </li></ul><ul><li>Hallmark (women viewers) </li></ul><ul><li>Earth TV </li></ul><ul><li>International Herald Tribune </li></ul><ul><li>TIME Magazine </li></ul><ul><li>Smart Public Relations </li></ul>Electronic Television Print
  26. 38. The Critical Success Factor <ul><li>Join the www.exploremekong.org booking engine </li></ul><ul><li>Provide in-kind and/or cash contributions for the Explore Mekong Campaign and the Mekong Tourism Office </li></ul><ul><li>Tell your clients, partners and suppliers and encourage their participation (word of mouth) </li></ul><ul><li>Content and Ideas </li></ul>Private Sector Partnership and Collaboration
  27. 39. A B Thank You [email_address]