Mighty mekong presentation muic 2012


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Mighty mekong presentation muic 2012

  1. 1. What is a brand?
  2. 2. What is a brand?
  3. 3. BRANDING► Your Most Valuable Asset► Your Guarantee of Your Product► Something that You „Stand Behind‟► Imagery of Your Product
  4. 4. ASEAN Tourism BrandingUS$117.2 million US$258 million US$101 million
  5. 5. VIETNAM Tourism Branding
  6. 6. In Today‟s Marketplace,Destination Marketing Must Be…… Targeted Creative Web-based Lifestyle focused
  7. 7. Situation Analysis GMS Tourism CooperationStrengths Weaknesses• Product and market development potential • Management and institutional capacities• Emerging Transportation network • Service and facility standards• Vibrant private sector • Harnessing the private sector• Strong partners • Marketing and product development • Cross border movements • Too many cooperation frameworksOpportunities Threats• Harness the strengths • Pandemic Diseases• Address the weaknesses • Natural disasters• Synchronizing with other cooperation • Economic crisis frameworks • Failing to work together
  8. 8. Cambodia China (Yunnan / Guangxi) Lao PDRMyanmar Thailand Vietnam
  9. 9. A Golden Piece of Tourism Real Estate
  10. 10. Mekong Tourism Finances• Annual Government Contribution for Operating Budget = US$90,000• Donor and Private Sector Cash and In-Kind Contributions• Support by Asian Development Bank, Thailand Ministry of Tourism and Sport and French Government
  11. 11. Tourism Sector Strategy Available for Download at www.mekongtourism.org
  12. 12. Arrival Forecasts Target International Tourism Arrivals 60,000,000 50,000,000 40,000,000Arrivals 30,000,000 20,000,000 10,000,000 0 2005 2010 2015 Thailand Other GMS Countries
  13. 13. Expected Outcome: Estimated Value of Tourism Expenditure in $ Billions (at 2005 prices) Sub Sectors 2004 2010 2015 Lodgings & Food 5.27 10.51 18.67 Transportation 1.94 3.87 6.87 Shopping 4.07 8.11 14.40 Tours 1.19 2.37 4.21 Other Services 2.33 4.64 8.25 TOTAL 14.80 29.50 52.40 Source: GMS Tourism Sector Strategy, June 2005
  14. 14. Mekong Tourism 95° 100° 105° 110°13 Priority Areas 30° 30° Zhongdian 1. Mekong River Tourism Corridor Lijiang North-South 9 9 Bigu Economic Corridor Ziyuan Dali 2. Golden Quadrangle Longsheng Myitkyina Xiangyun Mangshi Kunming Chuxiong Guilin 25° Baoshan 25° Tengchong Xilin Hechi Yuxi Zhongshan Tianlin Ruili Yunnan Province PRC Liuzhou Muse Guangxi Zhuang Autonomous Region PRC Bose 3. East West Tourism Corridor Zone MYANMAR 1 1 Mohei Baoxiu Simao Gejiu Napo Dahua Yaozu Shanglin Laibin Wuzhou Guiyang Lashio Daxing Budalin Hekou Yulin Lao Cai Longzou Nanning Jinghong VIET NAM Lang Son Pingxiang 11 11 4. Emerald Triangle Mandalay Menghai 10 10 Nuihong Dongxing Bei Hai Bagan Yatsouk Loilem Kengtung 2 2 Mohan Boten Nateuli Ban Panghok Luang Namtha Tay Trang HANOI Kep Na Duoung Cai Lan Hoa Binh Haiphong Kyeeni Tachilek Mae Sai Huay Xai Pak Mong LAO PDR 7 7Na Meo 5. Southern Tourism Coastal Corridor 20° 20° Nam Doth Chiang Kong Chiang Rai Louang Phrabang Than Hoa Nong Haet Xieng Khouang Nam Can Pyay Vang Vieng Gulf of Tonkin Chiang Mai Vinh Pakkading 6. Green Development Triangle VIENTIANE Cau Treo Ben Nape Denchai 1 1 Nong Khai Ban Lao Tanap East-West YANGON Udon Thani Nakhon Phanom Thakhek Economic Corridor Pathein Sukhothai Khon Kaen Savannakhet Dong Ha Lao PDR – Viet Nam Cross-border Phitsanulok Ban Dong 7. Mawlamyine Mae Sot 3 3 THAILAND Mukdahan 3 3 Lao Bao Hue Da Nang Nakhon Sawan Bua Yai Bannet Narong Ubon 15° Ratchathani Pakse 15° Tavoy Nakhon Ratchasima Chongmek Dung Quat Surin Attapeau Ngoc Hoi Community-based Tourism Zone Nam Tok Suphanburi Ayuttaya BANGKOK Ayuthaya 4 4 Ban Xayden Kanchanaburi Phanom Aranyaprathet Poipet 6 6 Cham Toal Duc Co Quy Nhon Chunburi Sarakham Siem Reap Stung Treng Petchaburi Pak Tho CAMBODIA 8. Andaman Coast Tourism Zone Andaman Sea Hua Hin Sattahip Trat Kampong Cham 1 Nha Trang Prachuap Khiri Khan Koh Kong PHNOM PENH 1 Thap Cham Ho Chi 5 5 Svay Rieng Do Dau Minh Phan Thiet 9. Shangri-la–Tengchong–Myitkyina 8 8 Sihannoukville Kampot Vung Tau Southern 10° Gulf of Thailand Dao Phu Quoc Ha Tien 10° Economic Corridor Tourism Development Zone Surat Thani Ko Samui 1. The Mekong River Corridor 2. The Golden Quadrangle 3. East West Corridor 4. Emerald Triangle10. Red River Valley Tourism Zone Phuket 5. The Southern Coastal Corridor Nature/Adventure-based Tourism 6. The Green Triangle 7. Houaphanh-Thanh Hoa-Son La Tourism Circuit Songkhla Culture/Nature-based Tourism 8. Andaman Coast and Islands 9. Shangri-la/Tengchong/Myitkyina Cluster Hat Yai Marine/River-based Tourism 10. The Red River Valley Guangxi – Northeast Viet Nam 11. Guangxi-Northeast Vietnam Karst Borderlands11. 95° 100° 105° 110° Borderlands Tourism Zone Legend : Shoreline Map 11 Not Shown on the Map are: 12. Heritage Necklace Circuit and 13. GMS CoastalMekong Proposed Subregional Road The Greater and River Cruise Lines
  15. 15. MARKETING DEVELOPMENTMekong Tourism Mekong Tourism Office (MTO) Coordinating Office (MTCO)
  16. 16. Marketing the Mekong Mekong Tourism Office (MTO) Plan 2009-2010
  17. 17. Thematic Direction of Explore Mekong CampaignNature Community CultureEco- (Lodges, Tourism, Tours) Tourism ReligionSustainable Village HeritageGreen People BuddhismVerdant Market AnimismNature-based Local NativeDiverse Rural Tourism TribalAgro Tourism Home Stays HutsSoft Adventure Mekong RusticWater Pure AuthenticUntainted Indigenous RealRiver SimpleFresh Activities: cycling, trekking canoeing, hiking, rafting, elephant treks, self drive holidays, camping…..
  18. 18. We need a slogan and a logo….Any ideas???
  19. 19. Explore Mekong Campaign Slogan and Logo• Pure and Simple• Back to Basics• Asia‟s Last or Final Frontier• Come Find Yourself• A River Runs Through It• Meet the Mekong• At the Edge of Asia• The Outback of AsiaExplore Mekong
  20. 20. Rich Regional Web Content www.exploremekong.org Suggested itineraries to 13 zones Interactive Maps Airline, bus and train information Video clips Feature articles Booking Engine Travel news from around the region Social Media Interactivity
  21. 21. Explore Mekong Campaign Core Activities• Great Mekong Give-a-way 2009 and 2010 (via www.exploremekong.org)  Monthly Lucky Draw for Registered Users  Quarterly Lucky Draw for Users of Booking Engine  Regular Contests (painting, photography, video)  An Online Mekong Auction  Media Familiarizations• Anchor Events  Each Country to Organise and Sponsor an Event using the Mekong Theme (sports events, concert, festival, etc)  Equally Divided throughout the calendar year 2010
  22. 22. Explore Mekong Collateral Ideas• Fact Sheet• Thumb Drive• Calendar• Cook Book• Passport to the Mekong (discount voucher book)• Press/Media Kits
  23. 23. Explore Mekong Advertising Wish List Print Television ElectronicInternational Herald Tribune ESPN (sports nuts) On Line Travel AgentsTIME Magazine AXN (adventure enthusiasts) (Expedia, Odopo, Zuji, Whotif,Smart Public Relations CNBC (financial fanatics) Travelocity) Trip Advisor BBC (news addicts Facebook Hallmark (women viewers) Google Earth Earth TV Skype Major Search Engines Driving Traffic to www.exploremekong.org Media Mix Budget Range: US$50,000-1,000,000
  24. 24. The Critical Success Factor Private Sector Partnership and Collaboration • Join the www.exploremekong.org booking engine • Provide in-kind and/or cash contributions for the Explore Mekong Campaign and the Mekong Tourism Office • Tell your clients, partners and suppliers and encourage their participation (word of mouth) • Content and Ideas
  25. 25. A B Thank You Peter@Mekongtourism.org
  26. 26. Issues and TrendsConflicting Messages?
  27. 27. Top 10 Tourism Trends1. Safety and Security2. Emergence of New Source Markets (CHINDIA)3. Destination Branding4. Marketing through the Worldwide Web5. Emergence of the Leisure Society6. Co-op‟etition7. The Responsible Tourist8. Dynamic Packaging - the Do-it-Yourself Traveller9. Value for Money (Transparency in Pricing)10. Consolidation and Restructuring of Supply
  28. 28. There will always be Obstacles
  29. 29. Incredible Incentive Trip to the GreaterMekong Sub region Itinerary and Presentation Group Presentations: Form your own Destination Management Company and pitch a presentation for Coca Cola execs (VIP‟s) to destinations in the GMS. Money is not really an object as the Coca Cola company is doing well. These executives haveworked hard all year and this is their “big trip” of theyear. They also are not fools, and they don‟t want to see their money wasted. They like to help thecommunity in places they visit, but they want to stay at 4-6 star resorts.
  30. 30. 1. Prepare a 5 day/4 night detailed incentive trip 2. Prepare a 5-10 presentation outlining your itinerary Think of it as a sales pitch, it should be lively and entertaining but yet professional, well planned and executed.
  31. 31. Common mistakes are; lack of creativity andimagination, students failed to take 5-10 minutes to practice a 5-10 minute presentation, students copy text. Recommended websites: www.diethelmtravel.comwww.asiantrails.net www.exotissimo.com www.exploremekong.org www.kayak.com www.tripadvisor.com www.google.com