CURAÇAO TOURIST BOARD
MARKETING UPDATE Q4 2016 & Q1 2017
1
CURAÇAO TOURIST BOARD
MARKETING UPDATE
CTB introduces its Marketing Update to better inform our main Tourism industry partners. It serves to insure that you remain duly updated on the handful of actions being executed in our main source markets of focus.
Q4 2016 & Q1 2017 Table of Content
European Market 4 The Netherlands 4 Germany 8 Caribbean Market 11 Suriname 11 Aruba 18 North American Market 19 USA 19 Canada 24 South American Market 27 Colombia 27 Brazil 30 Venezuela 32 Trends 34
2
CURAÇAO TOURIST BOARD
MARKETING UPDATE: Q4 2016 & Q1 2017 Update Tourism Master Plan Approach since March 2017 A schedule has been made for all committees to meet again and to set the priorities to re-start the Tourism Master Plan (TMP). We will work with four committees. The four committees are: Funding Committee Airlift Committee Marketing Committee Product Development Committee A strong focus will be on the public private partnership to reassure that all main players are involved. Also that there remain clarity on the way forward. The main goals are still: 1) Tourism must boost economic growth, 2) Tourism must spam new jobs, 3) Improve hotel sector performance. The current data is transferred into three steering documents for the TMP. The short term strategy is for the committees to focus on the visitor demand structure, airlift optimization and to make sure there are sustainable financial resources. Besides the committees there is a monthly strategic meeting with the Minister of Economic Development, and all involved partners. Additional funds will be allocated to strengthen the current approach in order to change current market trends.
3
UPDATE
EUROPEAN MARKET
RECAP EXECUTED MARKET ACTIONS • THE NETHERLANDS During Q4 2016 Curaçao hosted the ANVR (NL) congress on the island. In November, about 230 pax visited the island to get inspired and to showcase the island. In addition to that, the KLM Curaçao Marathon fam trip took place as part of the co-op with KLM and Run in the Sun. Furthermore, in November 6 bloggers visited the island focusing on the theme active/ sportive Curaçao. From mid November – mid December the RNIC campaign was launched in the Netherlands showcasing the diversity of the island and what is happening Right Now In Curaçao.
BRANDING ADS • THE NETHERLANDS RNIC campaign NL Campaign elements Search Engine Advertising (SEA), retargeting display, social media, video advertising, content advertising and display advertising. Period: Mid Nov – Mid Dec 2016 Results on Facebook Likes : 27.411 Reactions : 1173 Shares : 1239 Likes on page : 955 Online sites Page views : 504.730 Users : 155.922 Sessions : 201.005
4
UPDATE
EUROPEAN MARKET CO-OP ADS • THE NETHERLANDS
PR HIGHLIGHTS • THE NETHERLANDS
Q1 Circulation Ad Value
: 3,574.823 : 426.782
Q4 Circulation Ad Value
: 5,249.24 : 390.645
5
UPDATE
EUROPEAN MARKET ACTIVATIONS • THE NETHERLANDS ANVR Congress Date
: November 16 – November 20, 2017
City
: Willemstad, Curaçao
Visitors : 213 international participants Last year Curaçao has been chosen to host the prestigious ANVR congress. ANVR is the annual congress organized by the Dutch association of travel agents (ANVR) for all the executives in the travel industry, where all expectations and challenges for the upcoming year are presented.
Vakantiebeurs 2017 Date
: January 10 - January 15, 2017
City
: Utrecht, the Netherlands
Attendance : 110.000 Partners
: 17
This fair, considered as the largest and most significant travel platform in Holland, was a great opportunity to again promote Curaçao as the ideal vacation destination among European travelers.
6
TUI Fam Trip
UPDATE
EUROPEAN MARKET
DUIKVAKER 2017 Date
: February 4 & 5, 2017
City
: Houten, the Netherlands
Attendance : 10.000 Partners
:6
Duikvaker is a Dutch consumer fairs focused on the diving tourism industry.
UPCOMING ACTIONS Q2 • THE NETHERLANDS Date
Action
April 10 - June
RNIC Storytelling Campaign NL
May 10 – June 15
Boomerang Card Campaign
April 26 – May 3
Press trip Libelle TV
June
TUI Fam Trip
7
UPDATE
EUROPEAN MARKET RECAP EXECUTED MARKET ACTIONS • GERMANY In November 6 bloggers visited the island focusing on the theme active/ sportive Curaçao. Mid February 2017 the Right Now In Curaçao campaign went live with the following campaign elements: OOH and online. The campaign will run till the end of March.
BRANDING ADS • GERMANY RNIC campaign Germany Results on Facebook Likes
: 27.411
Reactions
: 1173
Shares
: 1239
Likes on page
: 955
PR HIGHLIGHTS • GERMANY Q1 Circulation : 6,150,318.489 Ad Value
: 602,488
Q4 Circulation : 89,238.886 Ad Value
8
: 1,578,616
UPDATE
EUROPEAN MARKET ACTIVATIONS • GERMANY BOOT 2017 Date
: January 21 - January 29, 2017
City
: Düsseldorf Germany
Attendance : 242.000 Partners
:9
BOOT is a German consumer and Tour Operator fair focused on the diving tourism industry. To engage the customers at BOOT, the team also put together a consumer event for which their diving knowledge of the island was put to the test. CTB was joined by 11 dive operators and hotels, who gladly helped the consumers fill in the correct information in order to have a chance to win a trip to Curaçao.
CMT 2017 Date
: January 14 - January 22, 2017
City
: Stuttgart, Germany
Attendance : 235.000 CMT fair offers special travel themes such as golf, wellness, cruise ships and culture.
9
UPDATE
EUROPEAN MARKET ACTIVATIONS • GERMANY ITB 2017 Date
: March 8 – March 12, 2017
City
: Berlin, Germany
Partners : 16 As one of the world’s leading travel trade shows, ITB Berlin took place in the second week of March where CTB has been joined by different partners, who are looking to network, discover new business opportunities and maintain trade relations.
UPCOMING ACTIONS Q2 • GERMANY Date
Action
June
Dertouristik/KLM fam Trip
10
UPDATE
CARIBBEAN MARKET
RECAP EXECUTED MARKET • SURINAME Suriname In Q4 CTB started airing the Right Now In Curaçao videos on selected TV channels. The History of Carnival campaign started on the CCMnv Facebook in October going on till December. Online MICE advertising on UnitedNews.sr has also started by promoting Curaçao as a future Caribbean destination for this segment. Q1 2017 started with the Carnival campaign on Facebook, TV commercial, and scrolls on TV during selected programs and series until February. Radio programs have been produced especially for Curaçao and RNIC billboards were placed on high traffic areas. Curaçao was also well represented at the United Business Fair with two of its private partners which are Renaissance Curaçao Resort & Casino and Livingstone Jan Thiel Resort showing off the Handelskade, the Emma bridge and one of Curaçao famous beaches. Furthermore, CTB also invited the best selling Tour Operators and press members for a Meet and Greet Lunch resulting in positive partnership commitments.
BRANDING ADS • SURINAME Carnival Facebook promotion Period
: January - February
Reach
: 18,039
Impression
: 24,924
11
UPDATE
CARIBBEAN MARKET CO-OP ADS • SURINAME SLM co-op Facebook promotion Period
: February
Reach
: 1,537
Impression
: 3,278
United Business Fair 2017 FACEBOOK Period
: March
Reach
: 6,199
Impression
: 8,907
United Business Fair 2017 NEWSPAPER Period
: March
Reach
: 18,000 – 20,000
Media Value
: US$ 256,61
12
UPDATE
CARIBBEAN MARKET BRANDING ADS • SURINAME Digital Advertising UnitedNews.sr Reach
: 18,500 per day
Media Value
: US$ 600.00
In-flight Magazine SLM (SABAKU) Impressions
: 20,000
Media Value
: US$ 2,444.49
13
UPDATE
CARIBBEAN MARKET BRANDING ADS • SURINAME Billboards RNIC Location: Jules Wijdenbosch brug
PR HIGHLIGHTS • SURINAME Trouwen op Curaçao – Inflight Magazine SLM (SABAKU) Reach
: 18,000 - 20,000
Media Value
: US$ 3,518.82
14
UPDATE
CARIBBEAN MARKET PR HIGHLIGHTS • SURINAME Overall Reach
: 422,119
Media Value
: US$ 45,903.65
Articles Charles Chang in the Newspapers & online (Facebook)
15
UPDATE
CARIBBEAN MARKET PR HIGHLIGHTS • SURINAME Music Video
https://www.youtube.com/watch?v=9oI2yvONx0c&feature=youtu.be
Reach: 83,355 views
Interview UBF 2017 https://vimeo.com/213863744
16
UPDATE
CARIBBEAN MARKET ACTIVATIONS • SURINAME Lunch with Tour operators and Press members CTB and partners had a lunch meeting with owners of Tour operators and press members to talk about how to sell Curaçao better and more, with packages. Date
: March 31, 2017
Attendance
: 25
Partners
:2
Target Group
: Travel Agents
Location
: Warung Sarinah
United Business Fair 2017, 4th edition The United Business Fair (UBF) is a three-day business to business and consumer event, where top establishments in the corporate world of Suriname exhibit their wares, services and innovations. Curacao participated as the only foreign country, where past, repeat, and potential visitor got the chance to interact face to face with representatives. Date
: March 31 - April 2, 2017
Attendance
: approx. 5000
Partners
:2
Location
: Kamer van Koophandel (KKF)
UPCOMING ACTIONS Q2 • SURINAME Date
Action
June
Curaçao InfoMart
17
UPDATE
CARIBBEAN MARKET RECAP EXECUTED MARKET ACTIONS • ARUBA Musical, Culinary, Cultural and Sport events were promoted in Q4 using mostly radio commercials and TV programs.The media was invited at the Extreme Finals Drag race press conference in November 2016 and also for the Tumba Festival in January 2017. ED Card on line was introduced and explained to the Trade and Visitors via radio/TV commercials and interviews.
ED CARDS • ARUBA
PRESS CONFERENCE AND MEDIA TOUR • ARUBA
UPCOMING ACTIONS Q2 • ARUBA Date
Action
June
Launch Social Media Campaign
18
UPDATE
NORTH AMERICAN MARKET RECAP EXECUTED MARKET ACTIONS • USA In Q4 2016 throughout Q1 2017, the Curaçao Tourist Board continued to execute cost effective strategies to promote the overall awareness of Curaçao, drive travel bookings to increase airline load factors and ultimately increase economic impact. Along with the continuation of the “Right Now In Curaçao” campaign, the Curaçao Tourist Board also launched a Fall campaign with JetBlue Vacations, ran an influencer campaign and hosted a digital showcase in NY.
BRANDING ADS • USA Digital Advertising Reach
: 1,733024
Impressions
: 43,123,371
Clicks
: 137,902
19
UPDATE
NORTH AMERICAN MARKET CO-OP ADS • USA JetBlue Vacations • High impact billboard unit • Cross-device banners • High impact mobile interstitial • High impact homepage takeover • Reach extension through sponsored social posts and emails Promoted Facebook and Taxi TV videos: https://www.youtube.com/watch?v=KcJn1FKp4IU https://www.youtube.com/watch?v=d7gwF8Z-5so https://www.youtube.com/watch?v=-Nq79ASVrZk Impressions : 40,546,923 Clicks : 28,899
Cheap Caribbean CTB together with Curaçao Airport Partners, partnered with CheapCaribbean.com to serve as retail conversion partner in main cities of the United States. This co-op campaign further boosts the increased demand created into actual bookings to Curaçao. $100 OFF Booking Campaign: • 50/50 funding of promo code discount to customers to incentivize bookings. • $100 discount / 400 bookings total • Target specific airports in the selected NYC (JFK, LGA, EWR), ORD, MIA & CLT
20
UPDATE
NORTH AMERICAN MARKET PR HIGHLIGHTS • USA Reach: 2,000,854 Media Value: $633,580
Reach: 770,000 Media Value: $180,750
Sports Illustrated Swimsuit 2017 With an unprecedented reach of over 60 million readers worldwide, Sports Illustrated Swimsuit went back to its beach roots to showcase the world’s most Exceptional beaches, and Curaçao’s striking blue waters were prominently featured in the magazine. Reach Media Value
Online coverage valued at $98 million+
Print coverage valued at $26.5 million+
: 122 million+ : $132 million+
Ad Valued at $460,000
21
UPDATE
NORTH AMERICAN MARKET ACTIVATIONS • USA Curaçao Digital Showcase Date
: November 3 & 4, 2016
Location
: Lightbox New York
Attendance
: 350+ Media/Consumers
In an effort to target one of Curaçao’s core U.S. geographic markets, New York, and increase awareness of the island among local New Yorkers, agency planned and executed a two-day multimedia event at the Lightbox in Manhattan to provide exposure for the island as a culmination to the year-long influencer campaign. The event was planned in accordance with the launch of the new JetBlue flight from New York to Curaçao, allowing the tourism board to capitalize on the buzz surrounding the new airlift. Additionally, agency tied in components from the ongoing “Right Now In Curaçao” campaign, which targets local New Yorkers.
DEMA Show Date
: November 16 - 19, 2016
City
: Las Vegas, NV
Attendance
: 9,000+
Partners : 8 The only international trade event for the diving, action water sports and travel industries brings the dive industry’s buyers and sellers together to demonstrate and shop products, order inventory, meet with Industry Leaders, learn about important Industry topics and trends and engage with the Diving Community as a whole.
22
UPDATE
NORTH AMERICAN MARKET ACTIVATIONS • USA New York Times Travel Show Date
: January 27 - 29, 2017
Location
: Javits Conventions Center
Attendance
: 30,000+
Partners : 5 Curaçao created an 8ft x 5.5ft “Curaçao Mosaic” display of our iconic Handelskade. This mosaic was made with user generated photos taken over weekend by using hashtag #RightNowInCuraçao on Instagram.
UPCOMING ACTIONS Q2 • USA Date
Action
May 3, 2017
JetBlue Vacations - In House Training – Orlando, FL
May 4-6, 2017
IGLTA Global Convention
May 8, 2017
Launch jetBlue Co-op Spring Campaign - New York, NY
May 9-13, 2017
Group Press Trip: Curaçao Blues
May 11, 2017
New York Consumer Activation / Event
May 13, 2017
Miami Consumer Activation / Event
May 2017
Launch Apple Vacations Group Co-op Spring Campaign
June 2017
New York Press Event
June 12-16, 2017
Chicago Market Launch - Chicago, IL
June 19, 2017
American Airlines Vacations - Product Launch, Chicago, IL
23
UPDATE
NORTH AMERICAN MARKET RECAP EXECUTED MARKET ACTIONS • CANADA The Curaçao Tourist Board extended it’s “Right Now in Curaçao” campaign to launch the first ever consumer campaign in Toronto Canada in partnership with the Toronto Maple Leafs. In addition to that, CTB continued it’s support with local carriers through co-op campaigns with Air Canada Vacations and Sunwing Vacations.
BRANDING ADS • CANADA Air Canada Centre • Digital Displays within the Air Canada Centre including the 360°scoreboard, the 350+ digital monitors and the outdoor video board during live Maple Leafs games, in front of 20,000 fans. • Banner advertising on the team and property site, as well as branding opportunities through their own social channels to over 130,000 Leafs Nation members. • 8 custom giveaway packages that introduces Leafs fans to Curaçao through vacation giveaways.
CO-OP ADS • CANADA Sunwing Vacations
24
Reach: 1,733024 Impressions: 43,123,371 Media Value: 137,902
UPDATE
NORTH AMERICAN MARKET CO-OP ADS • CANADA Air Canada Vacations
Reach: 1,734604 Impressions: 121,787,085
PR HIGHLIGHTS • CANADA Reach: 50,000 Media Value: $9,437
Reach: 50,000 Media Value: 30,500
25
ACTIVATIONS • CANADA Canada Roadshow Date
: October 16 - 21, 2016
Location
: Quebec / Ontario
Attendance
: 220+ Travel Agents / 80+ Media
Partners
Partners : 11
Aiming to further grow and expand the Canadian market, the Curaçao Tourist Board teamed up with in-market wholesale partners Air Canada Vacations, Sunwing Vacations, Travelbrands, as well as private sector partners to organize the annual Canada Road Show to educate their best-selling travel agents and keep Curaçao on their radars for the winter season.
UPCOMING ACTIONS Q2 • CANADA Date
Action
April – August, 2017
Air Canada Vacations Co-op Summer Campaign
26
UPDATE
SOUTH AMERICAN MARKET RECAP EXECUTED MARKET ACTIONS • COLOMBIA Right Now in Curaçao was launched in Colombia in Q4 including airing the RNIC videos on the selected cable channels throughout LATAM. In collaboration with MAXIM Colombia we organized a press trip/photo shoot with former Miss Universe Paulina Vega. In December, Paulina was on the cover of MAXIM and Curaçao had a 14 page spread in the magazine. At the beginning of December Curaçao hosted a luncheon as a token of appreciation and gratitude to as many as 25 press member and media outlets for their support in 2016. Curaçao’s participation at ANATO was again an overall success. 11 properties joined CTB during ANATO which had a large stand on a prominent location of the fair. Besides ANATO, Curaçao was present at other fairs such as Rema in Cali, Expo Aviatur in Bogota and Feria del Caribe in Barranquilla. Also during the first months, more than 1800 travel agents across Colombia were trained by our representatives to keep Curaçao on top of mind.
BRANDING ADS • COLOMBIA Ladevi ad – Trade reach Report Colombia ad – Trade reach Aviatur ads – Consumer Show Campaign elements: News Papers, Magazines, OHH, Radio, Cinemas & Cable TV, Digital & Mobile
27
UPDATE
SOUTH AMERICAN MARKET BRANDING ADS • COLOMBIA RNIC Youtube video – 61.620 views https://www.youtube.com/watch?v=p5JetGOk6u0&feature=youtu.be
PR HIGHLIGHTS • COLOMBIA Ladevi – Media Value $1200 Blogger Camila Chain Paulina Vega PR, Cover & IG – Media Value $50.000 Paulina Vega Caracol Radio - $900 Paulina took her Instagram which has more than 2.9 million followers and shared many videos and photos of her stay in Curaçao and using the #Curaçao.
ACTIVATIONS • COLOMBIA TRAVEL AGENT TRAININGS Bogota – Onvacation 600 Agents Medellin – 200 Agents Bucaramanga – 470 Agents Cali – 270 Agents Tunja, Ibague, Barranquilla – 100 Agents Pereira – 200 Agents
28
UPDATE
SOUTH AMERICAN MARKET ACTIVATIONS • COLOMBIA ANATO Date City Partners
: March 1 - March 3, 2017 : Bogota : 11
ANATO is an annual 3 day tourism showcase event that serves as a platform to expose all the island has to offer to wholesalers and travel agencies interested in doing business with Curaçao. The Colombian media was also invited to cover and give exposure to the event. EXPO AVIATUR Date : March 31 – April 2, 2017 City : Bogota EXPO AVIATUR is a consumer sales action by Tour operators where visitors got the opportunity to receive offers at incredible Discounts and so bringing that planned Caribbean Trip one step closer to many in attendance. The NosVamosDeVacas campaign was at the same time a call to action for the Colombian tourist to decide quickly about visiting one of the little corners of Paradise in the Caribbean, such as Curaçao.
UPCOMING ACTIONS Q2 • COLOMBIA Date
Action
May
LADEVI Road Show Travel Agent Trainings Avianca Global Campaign Launch
June
COPA Event Bogota – Medellin - Cali Travel Agent Trainings
29
UPDATE
SOUTH AMERICAN MARKET RECAP EXECUTED MARKET ACTIONS • BRAZIL In November of 2016 Curaçao organized a recognition award ceremony for all the partners who supported Curaçao in 2016. The event took place in Sao Paulo during brunch hours where more than 100 attendees attended consisting of media, airline, trade and wholesale partners. Besides showing our appreciation for the partners the event served as a PR moment for Curaçao. Also during the months of November and December, Curaçao was the host of two Mega Fam trips welcoming 90 travel agents in collaboration with the private sector. Q1 2017 started with the official launch of RNIC in Brazil. The arrival figures since Q3 and Q4 of 2016 are very positive and Q1 started on the same note. A large travel agent training session was held in January followed by 3 in February and 2 in March to introduce and keep Curaçao on top of mind.
BRANDING ADS • BRAZIL Caras Magazine ad – Consumer reach Campaign elements: News Papers, Magazines & Radio Digital & Mobile
CO-OP ADS • BRAZIL CVC ad – Consumer reach COPA ad – Consumer reach Avianca ad – Consumer reach
30
UPDATE
SOUTH AMERICAN MARKET PR HIGHLIGHTS • BRAZIL Viagens Cine – Media Value $ 3600 ViaG Magazine – Media Value $20.000 Revista Connection – Media Value $7500 Viagem Livre – Media Value $ 6750
ACTIVATIONS • BRAZIL TRAVEL AGENT TRAININGS Sao Paulo - UNAV 100 Agents Sao Paulo – Aplhaville Business center 20 Agents Sao Paulo – Shultz 50 Agents Campinas – Shultz 50 Agents
UPCOMING ACTIONS Q2 • BRAZIL Date
Action
May
Curaçao Road Show Copa Magazine Curaçao Edition Launch Copa Incentive Campaign Launch Avianca Global Campaign Launch
June
Travel Agent Training
31
UPDATE
SOUTH AMERICAN MARKET RECAP EXECUTED MARKET ACTIONS • VENEZUELA Despite the economic challenges affecting the country, The Curaçao Tourist Board continues with its marketing efforts in order to maintain its presence in the Venezuelan Market. The focus was mainly on brand awareness by reaching the consumer through media advertising and at special events such as Golf tournaments. Workshops and trainings were also provided to travel agents in the last quarters.
BRANDING & CO-OP ADS • VENEZUELA Branding during Golf Event – Consumer reach Rutaca ad – Consumer reach
PR HIGHLIGHTS • VENEZUELA
32
UPDATE
SOUTH AMERICAN MARKET ACTIVATIONS • VENEZUELA Road show Venezuela City
: Caracas
Travel agents
: 85
UPCOMING ACTIONS Q2 • VENEZUELA Date
Action
May
News paper ads Travel agent trainings
June
News paper ads Travel agent trainings
33
BLEISURE Wherever they go, travelers always look forward to hacing an experience of a lifetime. For this reason, incorporating elements of fun in business trips has become a major trend. Bleisure could be described as the phenomena of mixing business trips and leisure by either tagging on additional leisure travel days to a business trip, engage in leisure activities after daily business encounters and or by bringing a loved one(s) along. According to booking.com 49% of business travelers have extended their business trips to further enjoy the destination, but a whopping 75% intend to do the same or more in this year. Responsible Tourism Responsible Tourism is the act of minimizing negative social economic and environmental impact of tourists on destinations. While it might look similar to sustainability, the focus of responsible tourism is on the traveler’s action and consciousness to choose sustainable products as an act of responsibility. For instance, which efforts to take in order to protect and conserve a destination without stepping in the local, natural and cultural ecosystems. Millennials Millennials often referred to as Generation Y or young adults (between 18 and 35 years of age) are the fastest growing age segment in terms of the money spend on travel according to American Express Business Insights. Some important facts about the travelling Millennial is that: • Travelling is deeply important to them • They are interested in new and exciting destinations • They look to create social-media worthy travel experiences • They are more comfortable mixing business with pleasure • They are no longer seeking a party-animal atmosphere when traveling but instead want to fully immerse themselves into new cultures, and feast on local cuisine (Forbes). • They are also passionate users of Airbnb and a substantial, growing part of Airbnb’s community Solo Traveler From an outlier to almost mainstream travel experience, the growing confidence for travelers to travel alone is remarkable as the number of solo travelers continues to grow. Different destinations, Tour Companies and Cruise lines have been tapping into this niche market. According to Zipskee CEO Evan Hung, “There’s something very special about connecting with people on a one-on-one basis while exploring the world. People become the best version of themselves when they travel alone because they’re more willing to try new things, let their walls down and push their boundaries.
34