1. CANADA MARKETING & SALES STRATEGY
2007/2008
Re-Energize the Trade!
Excite the Consumer!
Presented by DoT, Canada
September 11, 2007
2. Objective 1: Brand Awareness
Top 3 Priorities - Brand Awareness:
Sales Promotion & Direct Marketing
1. Present a uniform and consistent image that accurately portrays the Cayman
Islands brand in promotions (trade shows, seminars, direct marketing
materials etc.)
2. Deliver unified messaging
3. Integrate P.R./Advertising components in all trade promotions
3. Objective 2: Relevance
Top 3 Priorities - Relevance:
Sales Promotion
1. Cultivate travel partners pre-disposed to selling the Cayman Islands
2. Undertake promotions specific to our targeted niche markets – lifestyle,
culinary etc.
3. Work with private sector and leverage the expertise of our consultants to
strengthen the markets (dive market, weddings and romance)
Direct Marketing
1. Initiate immediate response to promotions (call to action)
2. Ensure electronic track-ability of promotions
3. Databases must be up-to-date
4. Top 3 Priorities – Visitation (Arrivals):
Sales Promotion
1. Increase visitation by 6%
2. Facilitate expansion of airlift & increase number of tour
operators/wholesalers
3. Make Cayman Islands a year-round destination
Direct Marketing
1. Touch base with visitors newly returned home to capture repeat
business
2. Refer consumers back to their booking agents for further Cayman
Islands incentives
3. Offer agents the option to place Cayman Islands logo on their own
direct mail materials
Objective 3: Visitation (Arrivals)
5. Trade Market Matrix
•Meetings and Incentives
•Romance
Secondary Market Focus
Filler Market Focus
Core Canadian
Target Market: Trade
TRAVEL AGENT ATTRIBUTES
•Are a part of an upscale consortium/independents
with a proven track record for selling Luxury
•Have access to a large client database
•Clients with HHI 100 K+
• Clients aged 35 - 65 and expect
quality experience for money
•Specialists in niche target markets
NICHE
• Cross Generational Families (female skew)
• Dive/Nature/Soft Adventure
• Culinary
SUPPORT
• P.R.
•Advertising
Festivals • Spa • Cruise
• Culture & Heritage
7. Target Markets Matrix
PROVINCES• Quebec • Maritimes
CITIES • Montreal • Quebec City
•Halifax
PROVINCES
• Manitoba • Saskatchewan
CITIES
• Regina • Saskatoon
Secondary Target Markets
Filler Markets
Core Trade/Consumer
Target Market
PROVINCES
• Ontario
• Alberta
• British Columbia
CITIES
• Economically-viable cities in target
provinces:
-Toronto GTA
-Ottawa
-Calgary/Edmonton
-Vancouver
8. $100K BY CITY
0
50,000
100,000
150,000
200,000
250,000
300,000
350,000
# of families 15,096 20,091 22,866 23,865 24,383 27,010 41,255 50,024 67,192 85,766 109,002 148,666 333,037
Halifax Oshawa London Quebec Kitchener Winnipeg Hamilton Edmonton Calgary
Ottawa-
Hull
Vancouver Montreal Toronto
Source: Institute for Competitiveness and Prosperity
Number of HH Income above $100, 000 by city
9. To increase the number of wholesalers/ tour operators
offering the Cayman Islands’ product:
• Spa & Wellness
• West Jet Vacations
• G.A.P. Adventures
• Red Seal Vacations
WHOLESALERS/TOUR OPS
10. To increase airlift from Canada to Cayman:
• Air Canada
• West Jet Vacations
• Connector flights from Cuba and/or Jamaica
• Cayman Airways
AIRLIFT
11. TRAVEL AGENTS
Re-introduce the Cayman Islands to travel agents nationally:
• Work with wholesaler’s preferred suppliers and reputed agencies specializing in
selling luxury travel
• PRIORITY – Compile list of agents selling luxury travel & in our target
markets (database already started)
Chain Conferences:
• Uniglobe Annual Fall Conference
– Toronto, ON
– Vancouver, BC
• Maritime Travel
– Halifax, NS
Online Strategy:
• 12 - minute internet pod-cast (add to website)
• E-NEWSLETTERS in conjunction with PR
Sales Calls/Promotions:
Specifically with wholesalers/tour operators/hotel representatives:
- ACV: 13 Area Sales Managers
- Fun Sun: 7 Area Sales Managers
- Total Vacation: 3 Area Sales Managers
- Hotel representatives: Ritz-Carlton; Marriott; Westin
12. TRAVEL AGENTS
Sales Calls/Promotions:
Specifically with wholesalers/tour operators/hotel representatives:
- ACV: 13 Area Sales Managers
- Fun Sun: 7 Area Sales Managers
- Total Vacation: 3 Area Sales Managers
- Hotel representatives: Ritz-Carlton; Marriott; Westin
13. CISS PROGRAMME
CISS PROGRAMME:
1. All agents will be educated through Travel Agent
2. Agents will receive 3 CITC credits per finished module
3. Incorporate a Canada Rewards Program
4. Revamp CISS Newsletter
INTRODUCE PERFORMANCE LEVELS TO RANK AGENTS:
1. Level I – 1-25 bookings/yr
2. Level II – 26-75 bookings/yr
3. Level III – 76-100 bookings/yr
14. VTA PROGRAMME
Introduce Visiting Travel Agent (VTA)/FAM Programme:
• September – November 2008
• Discounted hotel
• Maximum – 4 nights
• Special Pass re attractions/hotels etc.
• On return to Canada, must complete a report and/or
survey
15. NICHE MARKETS PROMOTIONS
1. To work more closely on a co-op basis with agencies
specializing in dive packages, e.g.: SC Travel, Robert Q
Travel, Squba Holidays
2. Meetings & Incentives: Join MPI, SITE
3. Family includes: VFR Market
4. Romance
5. Lifestyle
6. Villas/Condos
16. INDUSTRY
SPONSORSHIPS
ACTA ATLAS AWARDS –
“OSCARS OF THE INDUSTRY”
Excellent fit for Cayman – visible presence at function
- 1st
awards held June 2, 2007 in Toronto
- Created to help recognize agent, agencies and partners who go
beyond the call of duty and excel at what they do to create a
quality image in the industry
Some categories
include:
- Travel Professional of the Year
- Travel Agency of the Year
- Allied Member of the Year
- Travel Personality of the Year
17. TRADE/CONSUMER
SPONSORSHIP
LIFEFEST
• Themes
- Real Health: Nutrition, Fitness, Wellness, Food
- Real Beauty: Fashion, Style, Trends
- Real Life: Lifestyle, Planning, Balance
- Speakers 2007: Jane Fonda; Jann Arden;
- Past Speakers: Sarah Ferguson; Lily Tomlin;
Last year, 30,000 attendees
87% of attendees are women
71% are the purchase decision maker
91% of attendees rated the show as Very Good or Excellent
$1million in multi-media commercial & promo support through
Rogers Media (print ads, radio, TV commercial & promo support)
18. PRIVATE SECTOR
Strengthen relationship with Private Sector:
1. Compile list of key contacts (already started)
2. Obtain information on key niches (already started)
1. Invite joint participation in Canada programs (already
started)
19. ACTION PLAN 2007/2008
Product Launches
Reservation Staff Training
- Air Canada Vacations Montreal, QC
- Fun Sun Vacations Edmonton, AB
Sales Calls
Direct Mail Campaigns
Luxury & Lifestyle Trade & Consumer Shows
Cayman Islands Seminars & Workshops
Trade & Consumer Promotions
20. August 2007
Activities Update
• Attended IncentiveWorks Trade Show
• Canada DOT/MOT Meetings
• ACTA National & ACTA Ontario
• Luxe Destination Events
• Air Canada
• Air Canada Vacations
• Air Canada Vacations Sales Managers Update
• Spa & Wellness
• Lacure Villas
• CISS Database
• CISS Industry Letter
• Survey: CISS Agents re Rewards Program
• Database:
- Wholesalers/Tour Operators
- Private Sector
• Finalized Canada Fam Dates
• Cayman Function - September
21. COLLATERAL NEEDS
Collateral Needs:
• French consumer piece
• French trade piece
• Recyclable canvas bags to replace plastic bags
• Soft Adventure piece (Mastic Trail; Bird Watching; etc.)
• Cruise piece (choice of activities for a one day visit)
