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TOWARDS AN ACTION PLAN FOR BAHAMAS, BARBADOS, JAMAICA AND TRINIDAD TOBAGO. Sao Paulo, November 26th. 2013. Agenda. \\ Segmentation map \\ Action Plan . Customer Segmentation

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slide1

TOWARDS AN ACTION PLAN FOR BAHAMAS, BARBADOS, JAMAICA AND TRINIDAD TOBAGO

Sao Paulo, November 26th. 2013

slide2

Agenda

\\ Segmentation map

\\ Action Plan

slide3

Customer Segmentation

Welearntfromthequantitativestudythatmotivations are thekeysegmentationcriteria for bothactual & potentialvisitorstoCaribbean

36

Diving

Seeking for new things/

Out ofroutine.

anos

a

anos

Shopping

26

Upto

to

Making new friends/Gettoknow new people.

25

45

y.o.

y.o.

Income: R$2101 toR$4800

// Singles

// Travelwithfriends

// Studyand/orwork

Income: R$ 4800 toR$ 9600,00

R$ 9600,00+

// Married

// Travelwithfamily (includingkidsandevenwithotherrelatives)

Night out entretainment

IncomeR$ 9600,00 +

// Married/Divorced

// Travel in couple

// Post-graduated

Cultural enrichment

Cultural activities

Relaxing

Enjoyingbeach & sun

46

to

55

y.o.

slide4

3 Mains Clusters have been identified as opportunities for exploration

HAPPY FAMILIES

YOUNG CONNECTOR

36

Diving

Seeking for new things/

Out ofroutine.

anos

a

anos

Shopping

26

Upto

to

Making new friends/Gettoknow new people.

25

45

y.o.

y.o.

Income: R$ 4800 toR$ 9600,00

R$ 9600,00+

// Married

// Travelwithfamily (includingkidsandevenwithotherrelatives)

Income: R$2101 toR$4800

// Singles

// Travelwithfriends

// Studyand/orwork

Night out entretainment

IncomeR$ 9600,00 +

// Married/Divorced

// Travel in couple

// Post-graduated

Cultural enrichment

Cultural activities

Relaxing

Enjoyingbeach & sun

46

EXPERIENCED

TRAVELLERS

to

55

y.o.

slide5

DeepDiveintothecustomermotivations

  • There is a wide range of motivations that impact on the choice of the Caribbean destination:
  • RELAXING / ENJOY BEACH & SUN: is a default still a differential Caribbean property vs. other destinations (ie. USA & Europe).
  • SHOPPING:is a complement that become a must among families & experienced travellers, but is never a reason in itself.
  • MAKING NEW FRIEND/GET TO KNOW NEW PEOPLE: is a key drivers for the young target choice and is secondary for the others.
  • SEEKING FOR NEW THINGS/ OUT OF ROUTINE.
  • might be explore differently depending on the target: it means adventure (youngers), entertainment (families) and unique/genuine experiences to enrich life (experience travellers).
  • CULTURAL ENRICHMENT/CULTURAL ACTIVITIES: becomes relevant for Caribbean in 3 possible perspectives: music (youngers) natural sights (families) and local gastronomy (experience travellers).
  • DIVING:is a narrow motivation. The Caribbean offers in Brazilian potential demand perception a full horizon of opportunities in “reconnecting with nature”, undersea discoveries, social imaginary of surf as well as other “natural sports” such as hiking and birth watching.

TO BE SUCESSFUL IN PROMOTING BRAZIL TOURISM TO CARIBBEAN ITIS ABSOLUTELY KEY TO SEGMENTATE THE DEMAND ACCORDING TO MOTIVATIONS

slide6

Young Connectors

Who are they?

Influencing factors

Men and women aged 18 -25, single, students or newly graduated, from A/B class. Looking for financial independence today have a little income and the family’s support.

They usually travel with friends.

They look for enjoying their vacations, have fun, meeting new people; they prefer destination with a lively nightlife and the experience exchange.

1. They use digital media to get information and plan the trip.

2. In case of graduation trips, the convenience and security offered by travel agencies prevail.

3. Ticket prices: they choose the cheaper ones, therefore flight with stops are not a problem for them. They usually pay in full (they save before buying the ticket).

4. Accommodation prices: they choose simple and inexpensive hotelsgiving up comfort.

5. Most of the budget is spent in the nightlife: bars, clubsand drinks.

slide7

Young Connectors

MORE AFFINITY WITH: JAMAICA

Intention to travel

I´vealreadyheard

Yes

No

I don’t know

56%

29%

96%

10%

What do they know about Jamaica?

Destinations considered for the next trip

\\ Jamaica has a strong identity not associated with the common places in the Caribbean.

\\ It stands out in a positive way for the Reggae music, Bob Marley, Rastafarian lifestyle, young, relaxed, free and friendly vibe.

\\ But has also negative associations with marijuana, social inequality and partially the violence.

1. Local destinations with beaches and lively spirit

// Morro de São Paulo, Bahia

// São Paulo State Coast

// Beaches in the Northeast region

2. International destinations to be visited with the parents

// Europe (Barcelona, Venice)

// United States (Miami, New York)

// Buenos Aires

3. The Caribbean

// Cancun

// Punta Cana

slide8

Happy families

Who are they?

Influencing factors

1. They plan well in advance and use the miles accumulated during the year on business trips.

2. They usually pay in installments.

3. They get information on the internet because is more convenient and offers more alternatives and prices

4. They prefer to buy in Travel Agencies because they feel more secure even knowing that they could get better prices on the internet.

5. They choose based on convenience: the watchword is ALL INCLUSIVE. Packages with integral solutions guarantee not having bad surprises or big issues in the destination (in terms of quality and costs). 6. Service and infrastructure to look after and entertain the children is a key influencing factor. The Portuguese idiom is a “must have” in this case.

7. Flights with stops or distance are not a problem as long asthe destination is attractive to all.

Men and women aged 26-40, married, who usually travel with children and sometimes also with other relatives or friends.

They are highly educated, A/B SEL, with income from BRL 4,801 to BRL 9,600 & BRL 9,600+.

They look for resting, shopping, leisure, entertainment for the whole family, comfort and service.

slide9

Happy families

MORE AFFINITY WITH: BAHAMAS

Intention to travel

I´vealreadyheard

Yes

No

I don’t know

94%

76%

18%

5%

What do they are interested in?

Destinations considered for the next trip

None of the 4 countries under analysis are mentions spontaneously still Bahamas is recognized and creates affinity when the following elements arise:

// Water Parks

// Diving with stingrays, sharks and dolphins

// Possibility to shop international brands “duty free”

// All-inclusive infrastructure and resorts

// Varied and organized activities for children

1. Miami/Orlando

This is a destination desired by most of the interviewees. Those who have never been, plan to go; and those who have been, want to go again. The combination Disney // Shopping is a successful combo.

2. Beaches in Brazil

// São Paulo State Coast

// Beaches in the Northeast region

Those are the well-known and comfortable vacations (but currently expensive)

3. Culture/Shopping Destinations

// New York

// Buenos Aires

slide10

Experienced Travellers

Who theyare?

Influencing factors

  • 1. They prefer direct flights, avoid stops when possible, waiting too long between flights is unthinkable.
  • 2. They prefer exclusive accommodations will little treats such as SPA, gastronomic restaurants, well located
  • 3. They use the miles accumulated throughout the yearor they use the miles to acquire other benefits(car rental, hotel, upgrades).
  • 4. They buy everything with credit card and only the ticket is paid in installments
  • 5. They get information through mouth-to-mouth, trade magazines and credit cards/airlines/banks magazines. Their planning is based on digital media.
  • 6. They only book the flight and the accommodation. All the rest is acquired in the destination.

Men and woman aged 40+, married or divorced with older children, who usually travel alone or with a companion. They are highly educatedand have high income: BRL 9,600+.

They already travelled a lot, have passports filled with stamps, are passionate about travelling and look for exploring different activities able to bring unique and enlightening experiences.

slide11

Experienced Travellers

MORE AFFINITY WITH: BARBADOS

AND TRINIDAD & TOBAGO

Intention to travel

I´vealreadyheard

Yes

No

I don’t know

76%

52%

29%

17%

74%

42%

35%

21%

Destinations considered for the next trip

What they are interested in?

Neither Barbados nor Trinidad e Tobagoare mention spontaneously by the target. When suggested the following elements show potential:

// Untouched and preserved natural nature

// Unusual experiences both in terms of contact with the nature and local history/culture

// Autochthonous gastronomy

// Distinguished or genuine hotel infrastructure

// Cultural attractions, architecture.

  • 1. Africa
  • Natural reserves and Safaris
  • South Africa / Tanzania / Kenya
  • 2. Destinations in Latin America
  • Machu Picchu – Peru (gastronomy)
  • Atacama Desert – Chile (biking)
  • Mendoza – Argentina (wine)
  • Cultural/gastronomic destinations with unusual experiences
  • 3. Timeless classics
  • // Italy (Toscana/Rome/Venice)
  • // Paris/New York
  • // Buenos Aires
  • Places they have already been, love and always want to go back
slide12

Premises of the action plan:

\\ BUILD SELECTIVE AWARENESS: combination of media and activities to maximize the investment while achieving visibility among the selected target group.

\\ 2 years investment plan and 3 stages with specific objectives:

Stage 1: BUILD QUALIFIEDAWARENESS - through a combination of Events, Promotions, TV Contentand Traditional Advertising. The use of endorsement and partnerships will be key to achieve results faster.

Stage 2: ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS- development of tour packages, trade offers and incentive program are at the core of this phase.

Stage 3: DEVELOP INFRASTRUCTURE- flights, accommodation and services.

\\ The investments required include both media and production.

\\ Figures are initial indications with the average Agencies discount.

\\ Coverage of the plan: 6 geographical areas indicated by FGV as most potential ones (São Paulo, Rio de Janeiro, Belo Horizonte, Porto Alegre, Brasília and Recife).

slide13

JAMAICA ACTION PLAN

Jamaica

1

STAGE 1: BUILD QUALIFIEDAWARENESS

PRESENCE IN MUSICAL EVENTS

\\ Sponsorship of 4 Bob Marley’s legacy shows (2 x year in public spaces).

\\ Jamaican Bands in the Rock in Rio event (1 big event).

GRADUATION TRIP PROMOTION & PARTIES

\\ 10 Jamaican thematic parties, leveraging on music and drinks in the main nightclubs.

\\ 4 graduation celebration parties in Universities.

\\ Partnership and promotional material in key Universities across the country.

LINGUISTIC & SPORTS EXCHANGES

  • \\ Cultural exchange to learn English with native speakers: partnership with relevant English schools and distribution of promotional material.
  • \\ Sports exchange (i.e. Athletics): partnerships and distribution of promotional material in key sports clubs.

ADVERTISING & MEDIA CONTENT

\\ 1 Episode of the “Vaipraonde?” program, on Multishow, with Bruno de Luca (party theme).

\\ 1 Episode of the “Destino Aventura” program, on National Geographic Channel (adventure destination).

\\ 4 Articles on Jamaica’s main attractions in targeted magazines such Trip, Rollings Stones, Glamour etc.

\\ Online campaign with Brazilian celebrities tips.

\\ Online campaign using UsainBoltduring the 2014 Olympic Games.

\\ Banners in social networks and main portals with targeted audience.

\\ Pay TV channels: on TV series and films, with targeted audience.

INVESTMENT APROX./YEAR

BRL 15.750. 000

It will be key to have a Project Manager to execute and monitor the activity program.

slide14

JAMAICA ACTION PLAN

STAGE 2:

ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS

Jamaica

STAGE 3:

DEVELOP INFRASTRUCTURE

2

3

PACKAGES/ROUTES

AIR TICKET AND ACCOMMODATION

\\ “Best Party Route”

\\ “Extreme Sports Route”

\\ “Cool Music Route”

\\ “Discovery & Adventure Route”

\\ “Graduation Celebration Trip”

  • \\ Develop charter flights.
  • \\ Be more flexible about stopovers: 1 or 2 days in Miami or Panamá.
  • \\ Cool and convenient accommodation network for young travellers: incorporating technologyservices, cool design, and sustainable & safe environment.

EVENT TO LAUNCH THE PACKAGES

Event with the presence of travel agencies, journalists of key magazines, websites, travel blogs, guides among other opinion makers.

SERVICES AND AMENITIES

PROMOTIONAL MATERIAL AND GIFTS

\\ Develop the Jamaica digital platform guide, with the collaboration of travellers (nightlife, leisure activities, sports, etc.).

Production and distribution of folder, totem, calendarsfor tour operators and trade.

INFORMATION SUPPORT VIA INTERNET

Provide a consultant through Consulate or Airlines to support the package sales.

INCENTIVE PROGRAM LAUNCH

Set a sales incentives with clear goals among the key tour operators and trade.

It will be key to have a Project Manager to execute and monitor the activity program.

slide15

BAHAMAS ACTION PLAN

Bahamas

1

STAGE 1: BUILD QUALIFIEDAWARENESS

EVENTS

\\ Replicate main resorts attractions in the main shopping malls (4 events).

PRESS CAMPAIGN - CONTENT

\\ Family magazines such as Crescer, Pais e Filhos, etc (8 articles).

\\ GOL, TAM & AZUL on board magazines and Viagem e Turismo, ViajeAqui(4 articles).

\\ 2 Promotional campaigns in magazines such as Caras, Contigo etc., about well-known families travelling on vacations.

ADVERTISING & MEDIA CONTENT

\\ 1 Episode of the “Nalupelomundo?” on Multishow (family entertainment).

\\ 1 Episode of the “MundoSelvagem” on Geographic Channe,lwith Richard Rasmussen (adventure).

\\ Pay TV channels: in kids & family channels such as Cartoon Network, Boomerang etc.

\\ Cinemas networks: Cinépolis, Kinoplex, Cinemark.

\\ Banners in airports.

\\ Digital Campaign.

INVESTMENT APROX./YEAR

BRL 12.232. 000

It will be key to have a Project Manager to execute and monitor the activity program.

slide16

BAHAMAS ACTION PLAN

Bahamas

STAGE 2:

ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS

STAGE 3:

DEVELOP INFRASTRUCTURE

2

3

PACKAGES/ROUTES

AIR TICKET AND ACCOMMODATION

\\ Family entertainment + shopping route

\\ “Sea adventure Route”

\\ “The Caribbean Pirates Route”

\\ “Hemingway and the seaRoute”

\\ Cinema Route: “Casino Royal & 007 experience”.

\\ “Wedding and honeymoon” Package

  • \\ Develop charter flights
  • \\ Flexible stopovers: 1 or 2 days in Miami or Panama including accommodation
  • \\ Create financial infrastructure to offer payment with installments.

SERVICES AND AMENITIES

(RESORTS AND HOTELS)

\\ Develop online courses of Portuguese” and “How to serve Brazilians with excellence.

\\ Promote exchange of teachers and professionals such as nannies and monitors.

\\ In partnership with well-known educational institutions (ie. Senac), launch technical and vocational training schools.

\\ Develop the Bahamas digital platform guide, with the collaboration of travellers (hotels, resorts, restaurants, cultural activities, sports).

EVENT TO LAUNCH THE PACKAGES

PROMOTIONAL MATERIAL AND GIFTS

INFORMATION SUPPORT VIA INTERNET

INCENTIVE PROGRAM LAUNCH

It will be key to have a Project Manager to execute and monitor the activity program.

slide17

BARBADOS ACTION PLAN

Barbados

STAGE 1: BUILD QUALIFIEDAWARENESS

1

EVENTS

\\ 2 Events of contemporary art, photography and local dance in major museums like MAM, art galleries and Cultural Institutes like TomieOthake.

\\ 2 Jazz and Blues Festivals in Cultural Institutes such as Sesc and MIS.

\\ 1 Itinerant food festival (with local foods and drinks), in 6 geographical areas indicated by FGV .

PROMOTIONAL CAMPAIGS & PARTNERSHIP

\\ 2 Promotional campaigns in key refined restaurants to promote the best aged rum from Barbados.

\\ 2 Promotional campaigns to promote local ingredients, with micro courses, in supermarkets like Pãode Açúcar, Zaffari, Santa Luzia etc.

\\ Promotional campaigns with 4 main culinary blogs.

ADVERTISING & MEDIA CONTENT

\\ 1 Episode of the “Lugar Incomum” program, on Multishow, with Didi(adventure).

\\ 1 Episode of the “DesejarProfundo” program, on Off channel (surf theme).

\\ 1 Episode of the “Diário do Olivier” program, on Multishow(culinary theme).

\\ GOL, TAM & AZUL on board magazines and Viagem e Turismo, ViajeAqui (2 articles).

\\ Ads with tourism themes, in magazines, with targeted audience.

\\ Pay TV channel, with targeted audience.

\\ Digital Campaign.

\\ Cinemas networks: Reserva Cultural, Cinépolis and Kinoplex.

\\ Banners in airports.

INVESTMENT APROX./YEAR

BRL 10.109. 000

It will be key to have a Project Manager to execute and monitor the activity program.

slide18

BARBADOS ACTION PLAN

Barbados

STAGE 2:

ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS

STAGE 3:

DEVELOP INFRASTRUCTURE

2

3

PACKAGES/ROUTES

AIR TICKET AND ACCOMMODATION

  • \\ Develop charter flights.
  • \\ Flexible stopovers: 1 or 2 days in Miami or Panama including accommodation.
  • \\ Create financial infrastructure to offer payment with installments.
  • \\ Create a system, with the endorsement and credibility of the Barbados Tourism Authority, to enable the rental of upscale houses, with the option of providing services like housekeeping, cooker, etc. (use preferably www.airbnb.com.br).

\\ “Best of surf of the Caribbean” Route

\\ “Best rum + refined gastronomy” Tasting Route

\\ “History of the colonization + elegant architecture” Route

\\ “The English tradition in the Caribbean” Route

\\ “Wedding / honeymoon” Package

EVENT TO LAUNCH THE PACKAGES

PROMOTIONAL MATERIAL AND GIFTS

INFORMATION SUPPORT VIA INTERNET

SERVICES AND AMENITIES

\\ Develop the Barbados digital platform guide, out of the commercial routes, with the collaboration of travellers, and tourism programs.

INCENTIVE PROGRAM LAUNCH

It will be key to have a Project Manager to execute and monitor the activity program.

slide19

TRINIDAD & TOBADO ACTION PLAN

Trinidad & Tobago

1

STAGE 1: BUILD QUALIFIEDAWARENESS

EVENTS

\\ 2 Events of contemporary art, photography and local dance in major museums like MAM, art galleries and Cultural Institutes like TomieOthake.

\\ 2 Jazz and Blues Festivals in Cultural Institutes such as Sesc and MIS.

PROMOTIONAL CAMPAIGS & PARTNERSHIP

\\ 2 Promotional campaigns to promote local ingredients, with micro courses, in supermarkets like Pãode Açúcar, Zaffari, Santa Luzia etc.

\\ Promotional campaigns with 4 main culinary blogs.

ADVERTISING & MEDIA CONTENT

\\ 1 Episode of the “Lugar Incomum” program, on Multishow, with Didi (adventure)

\\ 1 Episode of the “Parts Unknown” program, with Anthony Bourdain, on CNN (culinary theme).

\\ GOL, TAM & AZUL on board magazines and Viagem e Turismo, ViajeAqui (2 articles).

\\ Ads with tourism themes, in magazines.

\\ Pay TV channel, with targeted audience.

\\ Digital Campaign.

\\ Cinemas networks: ReservaCultural, Cinépolis and Kinoplex.

\\ Banners in airports.

INVESTMENT APROX./YEAR

BRL 9.064. 000

It will be key to have a Project Manager to execute and monitor the activity program.

slide20

TRINIDAD & TOBAGO ACTION PLAN

Trinidad & Tobago

STAGE 2:

ENHANCE THE PRODUCT OFFER AND ASSURE DISTRIBUTION ON KEY CUSTOMER TOUCH POINTS

STAGE 3:

DEVELOP INFRASTRUCTURE

2

3

PACKAGES/ROUTES

AIR TICKET AND ACCOMMODATION

  • \\ Develop charter flights.
  • \\ Flexible stopovers: 1 or 2 days in Miami or Panama including accommodation.
  • \\ Create financial infrastructure to offer payment with installments.
  • \\ Create a system, with the endorsement and credibility of the Barbados Tourism Authority, to enable the rental of upscale houses, with the option of providing services like housekeeping, cooker, etc. (use preferably www.airbnb.com.br).

\\ “Wedding and/or honeymoon”

\\ “Rustic nature” Route

EVENT TO LAUNCH THE PACKAGES

PROMOTIONAL MATERIAL AND GIFTS

INFORMATION SUPPORT VIA INTERNET

INCENTIVE PROGRAM LAUNCH

SERVICES AND AMENITIES

\\ Develop the Trinidad & Tobago digital platform guide, out of the commercial routes, with the collaboration of travellers, and tourism programs.

It will be key to have a Project Manager to execute and monitor the activity program.