Mathilde Bancillon
Shannon Hughes
Zoe Johnson
Allee Lizama
Market in the 1990’s Market in 2014:
Current Brand Position Eco-tourism company operating in Thailand Serves the “mass-tourism” market Potential customers cannot identify the ‘brand’s added-value’
Unique Experience: Brittany and Jesse’s Review “Brittany and I went on our sea canoeing excursion today with Sea Canoe Thailand and I can’t sing their praises enough! There were so many other tours out there, but our guides knew the tides so well, and were able to put us in the most amazing spots before any of the other groups came along. We also really appreciated having a smaller group. It was an incredible experience.” Brittany and Jesse (November 2014)
Campaign Objectives Segment the mass-tourism market for sea-kayaking tours in Thailand
Target a specific tourist group through a new campaign
Remind our target market that Sea Canoe is the original ecotourism experience
Conceptual Target Market Adventure-seekers Upper-middle class Scandinavian, German, other Western European tourists Individualists Care about sustainability and the environment Young adult backpackers and suburban families
Pen Portrait
Kea, Age 29 From Helsinki, Finland Occupation: Pediatrician (University and Graduate Education) Relationship Status: Recently married, getting ready to have children Lives an active and healthy lifestyle. Loves hiking, yoga, and adrenaline-pumping activities. Avid traveler. Cares about sustainability and the environment. Active on social media, especially Instagram and Facebook
Strengths
Weaknesses
environmentally friendly
no clear competitive advantage
Values Thai culture
competing on $$
High Google search position
Opportunities
Threats
sustainability and ecology are popular trends
highly saturated market
current positioning as the original experience
Eco-Tourism The main tenant of ecotourism is to refrain from harming the environment in any way. At SeaCanoe, our guides are trained to respect the places you visit and help you understand why the environment is so special and should be protected. We leave no trace of our being in an area, and ask our guests to respect this belief. We also educate local people in environmental care through our guides, many whom come from local fishing villages.
ECOTOURISM
Leader in the Ecotourism Industry ● Join eco-tourism communities/coalitions ○ ○ ○
The International Ecotourism Society (TIES) Thai Ecotourism and Adventure Travel Association (TEATA) Conservation International (CI)
● Ecotourism certifications ○
Thai Green Label Scheme
Repositioning Sea Canoe anti-mass tourism
The Original Experience
Get rid of the background noise Reconnect with nature, spirituality & yourself true ‘vacation’ for you mind, body & soul
The Campaign:
Real Life Instagram
DISCONNECT TO RECONNECT
Real Life Instagram
DISCONNECT TO RECONNECT
Retreat Don’t #Retweet Disconnect to Reconnect
#travel #nofilter Disconnect to Reconnect
Digital Advertising Campaign ● Social Media ● Blogs and Trip Review Websites ● Advertisements/Features in Travel Guides ● Native advertising
The Digital Pathway Ad Campaign
Content Storytelling
Thai Tourism App
Social Media Storytelling
#Disconnect2Reconnect
Facebook Currently 90 likes, not active since August, mostly in Thai without translation
Facebook Revamped
Twitter Currently 1 Tweet, 18 Followers, blurry profile picture, not active since 2010
Twitter Revamped
1
Instagram Account @experienceSeaCanoe Sea Canoe Thailand Sea Canoe is an eco-sustainable adventure company that specializes in sea kayaking throughout Thailand. We are dedicated to giving you an authentic taste of our natural beauties and deeply-instilled traditions. lostinthehongs.wordpress.com
541
5000
123
posts
followers
following
FOLLOW
Lost in the Hongs
Adventure Blog
Exploring Phuket Like a Local: The Places You’ve Got to See Posted Nov. 13th, 2014
A Waterside Avenue in Phuket
Phuket is teeming with delicious food, great shopping, and fun experiences that tourists tend to skip over. Escape the tourist destinations and begin experiencing Thai culture by visiting some of our favorite places to go!
Responding to Feedback on
@AsiaTr0tter Response May 12th, 2014
We’re very sorry that you felt we wasted some of your trip time. We’re taking your feedback into consideration in order to make our future trips better and create a more engaging experience from beginning to end. Thank you for your patronage and we hope to see you in the future! #Disconnect2Reconnect
Native Advertising Reach out to top adventure/travel bloggers and offer them free flight and Sea Canoe trips in return for personalized content on their blogs.
Across and Abroad Adventure Inspired Adventure Women Chasing Travel Expert Vagabond Global Grasshopper Life, Love and Adventure Mapping Megan Off the Path Round We Go Walk Simply Never Ending Voyage
Travel Guides
Reputable travel guide 4.1 million monthly visitors Online & mobile ads Social media connection Programs & Sponsorships Median Age: 43.4 Median Income: $97,733
Largest travel guide book publisher in the world Online & mobile ads Social media connection Sponsorships
Ambient Elements Capitalize on public transportation stations (tubes, subways, etc.) and turn them into the inside of a hong to mimic the experience.
Stockholm Central Station
Phuket Hong
Campaign Timeline ● 2014 november, december : high season. Create social media content, Ad/features in Travel Guides ● 2015 january, february : high season. Update social media content, Ads, Ecolabel process ● 2015 march :off season. Native ad, Update social medias, Ads, Eco label process
● ● ● ● ●
2015 april, may, june, july, august :booking time. Native ad, Ad and ambient elements, Update social medias, begin Eco-label process 2015 september, october : off season. same as 2014 march 2015 november, december : high season. Ads, Update social medias, Eco label process 2016 january : high season. Ads, Update social medias, Eco label awarded, Marketing our services with eco label, Join ecotourism communities 2016 february : high season. Ads, Update social medias, Marketing our services with eco label, Participating in ecotourism communities events
Questions?
Appendix Appendix 1: Target Market Information
Appendix 1: (continued) Responding to Disaster: Thai and Scandinavian Tourists’ Motivation to Visit Phuket, Thailand
Appendix 2: Native Advertisement Information
Appendix 2: (continued) The Expeditioner’s List of the Top 50 Travel Blogs
Appendix 3: Eco-tourism Industry Information