TCB-NA MARKETING PLAN 2014
TCB-NAMARKETING PLAN 2014
SNAPSHOT OF 2014’S FIRST QUARTER(JANUARY – APRIL)
MEDIA HIGHLIGHTSTotal Impressions: 81,872,862PR Value: 2,538,685
SOCIAL MEDIA
uaryMarchAprilFacebook05,000 10,000 15,000 20,000To Date:Instagram: 839Twitter: 5,251Facebook: 16,075
200 Shares500 LIKES
ADVERTISING
NEWSLETTERS
DIVING FOR BONAIRETREASURE CHALLENGE
Diving For Bonaire Treasure Challenge 8 DiveCaches hidden at various divesites Contest Period: November 2013 –April 30, 2014 166 registered participants Winners Announced: Week of May17, 2014 Tom Ingram, Executive Director ofDEMA to be on island to collect allthe DiveCache tags and announcethe winners
The Scuba Diver Girls Are Coming to Bonaire! Top Blog for divers On-island May 14-24 to cover theDiving For Bonaire TreasureChallenge Over 700,000 followers onFacebook, Twitter, Instagram &YouTube Publish promotional posts aboutBonaire before, during and aftertheir trip561 Shares103 comments6,359 LIKES
PRESS VISITS
Confirmed 9 different journalists tovisit Bonaire
PRESS RELEASES
Press Release Topics Bonaire Briefs: What’s New on Island (SemiAnnual) Bonaire Launches Instagram Account Bonaire Scuba Diving Magazine 2014 Awards Bonaire Attends Routes Americas Bonaire Attends SeaTrade Delta Adds Additional Service to Bonaire
BE A DIVER POOL/B2B SHOWS
Be A Diver Pool2014 BE A DIVER POOL STOPS (January – April)ShowDateCityChicago Travel &AdventureJan. 11-12, 2014Chicago, ILChicago Boat & SportShowJan. 17-19, 2014Chicago, ILNashville Boat ShowJan. 24-26, 2014Nashville, TNTulsa Boat & Sport TravelShowJan. 31 – Feb. 2,2014Tulsa, OKMid Atlantic Boat ShowFeb. 7-9, 2014Charlotte, NCOur World UnderwaterFeb. 14-16, 2014Chicago, ILWashington D.C. Travel &AdventureFeb. 22-23Washington D.C.Southwest Boat ShowMarch 27-30, 2014 Houston, TXPompano Beach SeafoodFestivalApril 24-26, 2014Fort Lauderdale, FL
B2B Trade Shows1. Routes Americas2. SeaTrade
2014 FORWARD
AIRLIFT
Airlift Growth - 25% 3.6 Million Incremental Revenueto the IslandOpportunity to DemonstrateStrong Appeal of Bonaire
Delta – New FlightFriday/Saturday: Aug. 22 – Dec. 19Saturday/Saturday: Dec. 20 – March 28SUCCESS IS UP TO US
UNITEDSeptember from HoustonHoliday & Peak UpliftsDouble Houstons
DELTA CAMPAIGN OVERVIEW
GOAL:Increase share of voice throughoutDelta’s internal channels wheretrip planning decisions are beingmade
The campaign will begin in June using acombination of three tactics: Delta.com OCP (on-line check-in pathway) Behavior retargeting off Delta.com andDelta generated emails
This campaign will provide visibility to thesemarkets and targeting parameters: Target on strategic feeder focus marketsthat support ATL - BON Will pull behavior on passengers who haveeither browsed or booked flights toCayman Islands, Costa Rica, Cancun,Cozumel, Bahamas and Honduras in thepast 24 months.
U.S. FOCUS MarketsATLAtlantaDCAWashington, DURaleigh, NCORDChicagoLGANY LaGuardiaCMHColumbus, OHSLCSalt Lake hvilleMCIKansas City, MO
DELTA.COM HOME PAGE HERO A co-branded channel that will putBonaire on select targeted Delta.comhome page hero pages. The user can click on copy and linksto open a new URL to look intoBonaire and Delta flights
OCP, ON LINE CHECK IN PATHWAY Target users who have looked at orbooked a trip in the past 12 monthsto Cayman, Costa Rica, Cozumel,Cancun, Bahamas, Honduras as wellas geo target BON feeder markets inthe U.S.
EMAIL RETARGETING “Cookie” outbound Delta emails andthen serve a Bonaire ad on anotherbrowser, to the Delta customer inJune, July, and August
Landing Page For DELTA.com ADS
UNITED CAMPAIGN OVERVIEW
Tactics in the digital ad space forhigher ROI and measureable &trackable media
BONAIRE FALL FESTIVAL
Launching: Early JuneTravel Window: 4 months (August 22 – December 19)Supporting airlift; driving business to Bonaire
Bonaire’s AssetsRenowned scuba diving, emerging culinaryscene and eco-adventure activities Scuba diving: primary driver of traffic A wealth of cuisine options on par with best ofCaribbean “Boredom” is not an option
What does Bonaire Fall Festival Entail? Outreach Commitment Communication
OutreachTCB will secure offers from: Hotels/dive shops – packages already in placefor the season or new ones Independent dive operators Restaurants Activity Providers Other entities: car rentals, retail shops, spas,etc.
CommitmentDuring the fall shoulder season we havethe opportunity to establish flight firmly inthe marketplace for Delta to consider it aspart of its regular schedule if we fill it
Communication: Generate Buzz; MotivateTravelers; Create Excitement Utilize multiple marketing activities: Public RelationsSocial MediaAdvertisingGeo-targeted eDistributionWeb PromotionBe A Diver Pool Stops Use the creative for the Bonaire FallFestival to call attention in themarketplace
LOGOMASTHEAD
E-NEWSLETTERPOSTCARD
For the remainder of the year, all efforts,energies and budget year will be investedin promoting the Bonaire Fall Festival andwe need everyone’s support to make itsuccessful
BONAIRE SPRING INTO ACTION
Launching: April 2015Travel Window: 2 months (April and May)Supporting airlift; driving business to Bonaire duringshoulder season
“The pace of the island is relaxed and slow, but adventuresports abound: diving, caving, sea kayaking and cliffjumping to name a few.” – Ashley Castle, Journalist, AFARMagazine, July 2013
And thus, Spring Into Action was born .The program is designed to promote Bonaire’s topside activities,eco-adventures and heart-pumping excursions,demonstrating Bonaire’s “other side.”Scuba Diving remains the primary action sport and driver oftraffic to Bonaire; but there are many activities to choose fromwhen not diving
What does Spring Into Action Entail? Outreach Commitment Communication
OutreachTCB-NA is suggesting a consistent island-widehotel offerExample:Book 5 nights; Get 2 freeORBook 6 nights; Get 2 freeTCB-NA will secure offers from activity providers
Commitment2 Months (April and May)
Communication: Generate Buzz; MotivateTravelers; Create Excitement Utilize multiple marketing activities: Public Relations Social Media Advertising Geo-targeted eDistribution Web Promotion Use the creative for Spring Into Action tocall attention in the marketplace
Nashville Boat Show Jan. 24-26, 2014 Nashville, TN Tulsa Boat & Sport Travel Show Jan. 31 – Feb. 2, 2014 Tulsa, OK Mid Atlantic Boat Show Feb. 7-9, 2014 Charlotte, NC Our World Underwater Feb. 14-16, 2014 Chicago, IL Washington D.C. Travel & Adventure Feb. 22-23 Washington D.C. Southwest
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