MARCH 30 - APRIL 2, 2017
A LUXURY LIFESTYE EVENT
EVENT OVERVIEW OVERVIEW International fashionistas and foodies have a reason to celebrate as a flood of swimwear brands and epicurean talent descends upon Curacao for the 2017 ISFW. Top swim and resort wear brands along with world renown chefs, winemakers, journalists, and mixologists will create a luxury lifestyle event of a magnitude never before seen on the illustrious island and beyond. The third anniversary year of the ISFW will include an expanded lineup, events will include 3 nights of world class fashion shows on the beach front runway of Papagayo Curacao. 3 days of wining and dining from specialty cocktail and hors d’oeurve receptions to 4-course sit-down dinners with premium wine pairings to a massive beach front grand tasting.
INTERNATIONAL SWIM FASHIONWEEK ATTENDEE DEMOGRAPHICS The 2017 event of ISFW will be made up of chic, well connected attendees from the New York tri-state area as well as South Floridia influencers. ISFW is the ideal way to connect with the mover and shakers while they are networking, enjoying fine wine, food and company, in quintessential Caribbean setting.
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MARKETING OBJECTIVES CURACAO MARKETING OBJECTIVE • To create a “FRESH /CONTEMPORARY IMAGE” for Curacao as a premier tourism destination in the Caribbean • To position Curacao image in the minds of consumers and the media as “THE UNDISCOVERED SECRET” of the Caribbean • To focus on amenity-driven travelers, families and niche market tourists • To support this marketing effort with a cohesive, seamless and focused branding, advertising and public relations campaign Cabana One Media strategy is to establish a unique, cohesive and profitable marketing campaign for ISFW 17 targeted branding for the island. • Develop and implement unique and creative ideas • Develop an umbrella branding strategy • Develop an advertising and marketing campaign
ISFW EVENT SCHEDULE NYC LAUNCH EVENT - POP UP SHOP What: 5 Day Curacao/ISFW Pop Op Where: NYC When: Fall 2016 - TBD
ISFW 2017 CURAÇAO What: • 4 days of fashion shows, wine & spirit tasting exclusive dining and and other exclusive events • Live internet broadcasting of shows & events Where: Papagayo, Curaçao When: March 30 - April 2, 2017
3 NIGHTS OF FASHION PRESENTATIONS • Beach front runway shows • Pool side swim presentations
3 NIGHTS OF DINING , WINE AND SPIRITS TASTINGS • Thursday - Opening Kick off Party - Chef Tapas Tasting • Friday - Beachfront Yoga - Pop Up Restaurants Lunch - Wine and Spirit tastings - 4 course dinners @ (multiple hotels) - Dessert presentation Papagayo Beach Club • Saturday - Beachfront Yoga - Beach & pool side BBQ Lunch - Wine and Spirit tastings - Grand tasting - All chefs - Dessert presentation Papagayo Beach Club w w w . i n t e r n at i o n a l s w i m fas h i o n w e e k . c o m
ISFW EVENT PROGRAM SWIM BRANDS • • • • • • • •
Mikoh Frankie’s Bikinis Beach Bunny We Are Handsome Minimale Wild Fox Mara Hoffman Luli Fama
CHEFS
Other Chefs • • • • • • •
2 NYC 2 Miami 2 Washington DC 2 Mexico Curacao Chefs 2 Brazil 2 Dallas
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MARKETING PLAN TARGETING GROUPS • • • • •
NYC Fashion Industry Financial Sector Foodies Real Estate Industry Affluent travel audience HHI 800K
GOLF TOURNAMENT • Targeting NY Area country Clubs • Reach 5,000 + golfers • 40 - 80 Golfers during event
INSTAGRAM Custom content creation, high-touch collaborations, cross-marketing of aligned brands, product seeding, strategy and execution for broadened social reach.
BLOGGER & INFLUENCERS • Create a special travel and hotel packgage to approved bloggers for event.
YOU TUBE CHANNEL
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MARKETING PLAN SOCIAL MEDIA
FACEBOOK ADVERTISING
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MARKETING PLAN
MARKETING PLAN
CURACAO MAGAZINE SPECIAL CURACAO ISFW ISSUE • • • •
2x - 4x per year Circulation 500,000 + (Print & Digital) Back cover and 2 page spread Distribution NYC
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NYC MARKETING PLAN CURACAO POP UP SHOP • • • •
5 Days Nov/Dec time frame Invite Press, travel industry professionals Open all day to promote ISFW 17 to NYC Exclusive cocktail parties each night
P OT E N T I A L M E D I A PA RT N E R S
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MEDIA REACH MEDIA ACTIVATION Begins September 2016 - May, 2017
PROJECTED 2017 : 15,000,000 + IMPRESSIONS • International Media outreach • Global Media Partners (magazines, newpapers, digital media, digital influencers) • Social media (Instagram, Facebook, Twitter, Pinterest, YouTube) • Social Media Advertising
ISFW 17 TV SHOW The ISFW TV show will include: • 45+ minutes 1. Full coverage of ISFW 2017 2. Interviews with chefs, designers, attendess 3. Behind the scenes video footage 4. Runways show segments 5. Wine and Tasting video segments 6. Island fashion video footage 7. Resort footage with models 8. Sponsor segments •Available for download, YouTube, Vimeo, Apple TV, and ROKU
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