A short PowerPoint presentation summarizing the Go Blue Central America target markets and the marketing strategy

2. Traveler Mindset
“I think I’d like to take a dive
vacation in Honduras"
“Roatán looks great...I want
to go there one day”
“I am going to Roatán – what
should I see while I’m there?”
“I know what I want to do in Roatán,
now I need to book my trip”
“Roatán was absolutely
amazing…I can’t wait to tell my
friends what I did there!”

3. Target Personas
Go Blue Target
Destination Activities Trends/Preferences
Persona
1. Watersport Enthusiasts Diving, snorkeling, sailing, 7-10 day trips, highly
nightlife focused on water activities
2. Backpackers Budget tour/lodging options, Multi-week/multi-
nightlife destination itineraries
3. Cruise ship / sun & fun / Day tour options, beaches, Low to mid-range
leisure travelers dining options spending, low risk options
4. Nature Lovers / Wildlife Hiking, birding, protected Eager to explore, willing to
Enthusiasts areas, active adventure pay a premium for quality
5. Cultural/Community Cultural exchange, volunteer Will to pay a premium for
Enthusiasts opportunities, agritourism authenticity/uniqueness

4. Traveler Mindset
“I think I’d like to take a dive vacation in Honduras"
Marketing Activities
• Optimize Go Blue Geotourism website with keywords
• Create Go Blue “Blog” with relevant and engaging content that drives
visitors to Go Blue Geotourism website, built around Geotourism
“themes”
Go Blue Target 2. Cultural & 3. Food, Drink, 4. Outdoor
Content 1. Natural Areas 5. Sustainability
Personas History Nightlife Recreation
Making
Roatan Intro to Roatan Roatan's 5 signs your
responsible Best time for
Watersport Blog Post Marine Park shipwrecks and dive shop is
seafood whale sharks
Enthusiasts (RMP) their history sustainable
choices

5. Marketing Activities
Launch Social Media
• Launch Go Blue FB and Twitter pages, and request subscribers like/follow
• Crowd source existing image/video content for Pinterest and YouTube
channel
Link Building
• Monitor online forums (e.g. CA travel, diving) to provide content and
links to Go Blue website
Triggers for blog posts – announcement of new
content pushed out through Facebook and Twitter
Recurring thematic posts, such as “Photo Friday”
Announcing promotions and contests to
consumers
Announcing special events, volunteer
opportunities, and other local news at the Go Blue
destinations

6. Traveler Mindset
“Roatán looks great...I want to go there one day”
Marketing Activities
• Offer travel planning guides as a “Call to Action”/incentive to convert
website visitors into Go Blue subscribers
• Conduct direct email campaigns with new subscribers to offer them tips
to exploring the website, invitations to find/follow social media, etc.
• Sending Go Blue eNewsletters to subscribers that contain information
repurposed from that quarter’s blog posts and social media
Go Blue Target 2. Cultural & 3. Food, Drink, 4. Outdoor
Content 1. Natural Areas 5. Sustainability
Personas History Nightlife Recreation
Bocas Bocas
Bocas del Travel Planning Guide to Best Bocas
Sundowner/H Bocas Hiking Sundowner/H
Toro Guide / Beaches in Historical/Tow
appy Hour Guide appy Hour
Backpackers Call to Action Bocas n Walking Tour
Guide Guide

7. Travel Planning Guides /
Calls to Action
Included as incentives within blog Go Blue Blog
posts – “To download your own Bocas
Community Tourism Guide, click here!”
Bring visitors to the Go Blue
subscribers landing page
Travel guides repurpose existing
Geotourism nomination content, and
include:
Nomination content and map
Visitor code of conduct associated with
each particular activity
Go Blue businesses that offer activity

8. Traveler Mindset
“I am going to Roatán – what should I see while I’m there?”
“I’m ready to book my trip”
Marketing Activities
• Directly link participating Go Blue business nominations pages to:
 Blog entries
 Clickable links in PDFs/Travel Planning Guides
Traveler Mindset
“I can’t wait to tell my friends what I did in Roatan!”
Marketing Activities
• Providing encouragement and outlets for returning visitors to share
testimonials, photos, video, etc. on Go Blue Geotourism website and via
Go Blue social media pages

9. Local Nominator Newsletter
Quarterly internal communications
Project and destination news and
updates
Announcements/invitations to online
marketing webinars
Distribution of marketing toolkits
Distribution of sustainability toolkits
Distribution of local print collateral