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					How can New Orleans be
revitalized as a tourist destination
in North America?
Renew New Orleans
An integrated marketing plan presented by
British Columbia Institute of Technology
Agenda

•   Situation Analysis
•   Summary of Opportunities
•   Marketing Objectives
•   Target Market
•   Positioning Strategy
•   Creative Executions
•   Tactical Recommendations
•   Media Execution and Budget
•   Conclusion
Crisis Management
Tourism Strategies

• Develop a consistent brand identity that can be
  communicated readily through imagery

• Focus on positive public relations

• Celebrate existing, or returning, events and festivals
                            Phuket



• Identify and target new niche markets
            Bali
            Bali          Toronto
      Toronto               SARS Outbreak
       Terrorist Bombings                     Phuket
• Focus on markets that can yield the most effective and
                                            Tsunami
  timely change
Situation Analysis
Domestic Tourism in the
USA


• Domestic travel favored over
  international travel

• Land travel accounted for 81%
  of all domestic trips in the US in
  2005

• 32% of all US travel taken
  during summer months
Domestic Travelers in the
USA


                                         35                   31.9%
                                         30
                                         25




                            % Visitors
                                         20           15.6%           16.6%
                                         15                                   12.2%
                                              10.6%
                                         10
                                         5
                                         0
                                              15-24   25-34   35-49   50-64    65+
                                                              Years


                                          Percentage of US Domestic travelers
                                          by age, 2006 (source: Euromonitor)
New Orleans: Pre-Katrina
Tourism

• 10.1 million visitors in 2004

• Mean visitor age 47 years old

• Visitors had relatively high
  household income

• Typically couples traveling
  without children

• Average spending per visitor
  $660
Origins of Visitors to New
Orleans


                                     Tennessee


                             Mississippi
                                     Alabama     Georgia
             Texas




                                                   Florida
New Orleans: Current
Tourism

• 5 million fewer leisure visitors
  than 2004

• $4.6 billion decrease in tourism
  revenue

• Larger decrease in short-haul
  markets

• „Re-bound‟ tourism more
  prevalent among 35+ travelers
Current Perceptions:
18 to 34 Year Olds


 • Many parts of New Orleans
   have been destroyed

  BUT:
 • Residents are still dealing with
   the a yearning for ‘old’
  Alsoaftermath
  New Orleans
 • New Orleans infrastructure has
   been severely disabled
Tourism Among 18 to 34 year-
olds in the USA


                               •   More than 20% had been to
                                   destinations such as Daytona and
                                   Miami
                               •   “Partying” one of most popular
                                   reasons for travel
                               •   Internet most common way to find
                                   travel information
                               •   72% are willing to drive 4 to 9 hours
                                   for a weekend away
                               •   Over 90% indicated that culture of a
                                   destination is of importance
Summary of Opportunities
Key Challenges
• 18 to 34 year olds are a viable potential      • New Orleans would appeal to 18 to 34 year
  • 18
  marketto 34 year olds do not believe              Orleans is a viable
                                               Newolds if the city was „ready‟vacation
    destination
• 18 to 34 year olds show a desire for partying • 18 to 34 year olds are willing to drive up to
  • 18 to 34 year olds were under-represented compared with travel to
  and culture when they travel                    9 hours for a long weekend vacation
    other US destinations prior to Hurricane Katrina
           • New Orleans wouldare willing to potential market
             18 to 34 year olds are a viable for34 year
              18 to 34 year olds appeal to 18 to partying
             18 to 34 year olds show a desiredrive up to 9
             and if the a when they travel
             hours for city was „ready‟
             olds culture long weekend vacation
Marketing Objectives
 • Increase domestic travel to New Orleans by 25% over
   current levels among the 18 to 34 year old market within
   the year following the campaign launch
 • Increase domestic travel to New Orleans by 2% over
   current levels within the 35 to 54 year old market during
   the campaign
Communication Objective
   Showcase the „mystique‟ of New Orleans while
   positioning the city as a “must-experience”
   tourist destination that is better than ever.
Target Market
Primary Target Market


• 18 to 34 year olds residing within „short-haul‟ travel
  distances of New Orleans

• More than 13.4 million people

• 36% in College or University

• Employers include education, health, social services and
  retail
Primary Target Market
Segments

 Short-haul 18 to 24              Short-haul 25 to 34

  • “Echo Boomers”                • “XY Cusp”

  • Considerable spending power   • Traits from both Generation X
                                    and Echo Boomers
  • Experience-seeking
                                  • At ease with modern media
  • Socially hedonistic
                                  • Socially aware and open-
                                    minded
  • Media-savvy and skeptical
Secondary Target Markets

  Long-haul 18 to 34                 Domestic 35 to 54

                                     • Centered around 47 year olds
  • Mainly students
                                     • Higher income segments
  • Plan destination-focused trips
    during study breaks
                                     • Most frequent travelers in US
  • Liberally social and festive
    destinations hold appeal         • New Orleans traditionally
                                       holds appeal
Competition in 18 to 34
Market




   Las Vegas   Daytona Beach   Miami Beach     Cancun,
                                             Acapulco and
                                                other
Unique Selling Proposition

There are no other „party‟ destinations in USA/Mexico
   that offer the diverse cultural experience that is
                     New Orleans
Positioning

      The epitome of uninhibited celebration
         with an old-world cultural flavor
Message Design
     New Orleans offers an uninhibited party
 experience filled with mystery, intrigue and desire.
      Unmask your desires in New Orleans




Unmask your desires in
    New Orleans
Unmask Your Desires in
New Orleans        Unmask your desires in New Orleans
Tactical Recommendations


Leading Tactics
      • Advertising
      • Public Relations

Supporting Tactics
      • Sales Promotions
      • Online and Direct Marketing
      • Specialty Television
Leading Tactics
Advertising
Out-of-home


 • Achieve awareness through
   high reach and frequency

 • First wave in 60 major cities
   across US
         • 6 colleges per city
         • 10 clubs/bars per city


 • Additional wave in primary
   market states
         • 5 cities per state
         • 30 establishments per city
         • 3 major colleges per city
Advertising
Print



 • Placed in publications with
   specific appeal to 18 to 30
   market

 • College publications and
   independent press

 • Co-ordinated with press
   releases
Public Relations
Media Releases and Media Kits

 •   Generate positive publicity

 •   Target both primary and secondary
     markets

 •   Television, print and online media

 •   Skew towards media with
     complementary content

 •   Focus on events and rejuvenated
     festive culture

 •   Also to promote AMA involvement
Supporting Tactics
Sales Promotions
Objective/Strategy



Objective
• Entice travelers to visit New
  Orleans for Spring Break

Sales Promotion Strategy
• Incentives
    – Value-added travel packages
    – „Mask‟ coupon package
    – Spring Break “Unmask Your
      Desires” party
Sales Promotions
Sweepstakes


 • 10 trips for four friends to an
   „Unmask Your Desires‟ Spring
   Break Party

 • Each prize includes:
         • Accommodation and flights
           for four people
         • Tickets to the exclusive
           party
         • $1000 spending money
         • Sony video camera

 • Entries via website and text
   messaging
PR in Support of Sales
Promotions
Street Teams

•   Increase interactivity, drive
    traffic to website, create buzz

•   Colleges and bars frequented
    by target audience

•   Primarily short-haul markets

•   Composed of AMA student
    members in long-haul markets

•   Branded collateral material

•   Photographs and video used
    online
Online
Website



 • Drive qualified traffic to the
   website

 • Maintain online presence and
   develop brand relationship
     – Acquire, engage, and retain
       audience


 • Build consumer database
                                                          View more photos | Submit your photos




                                     Blogs and Forums:
                                     Share your stories



 • Increase vacation bookings
Direct Marketing
e-Newsletter



 • Delivered to „opt-in‟ members of sweepstakes database
   and online subscribers

 • Features promotional offers, event information and party
   news

 • Count-down to events and significant dates

 • Information on other promotions
Online
Social Networking and Viral Marketing
Advertising
Specialty Television


 • Generate awareness in 35 to 54
   market

 • 30-second spots

 • Specialty TV networks with
   national reach

 • Maximum reach and cost-
   effectiveness

 • Accompanied by PR
       www.unmaskyourdesires.com




Call 1-800-0-UNMASK for your FREE
     New Orleans guide book
Media and Budget
    Media Execution
                                    Jul       Aug      Sep        Oct       Nov        Dec        Jan      Feb         Mar         Apr      May      Jun        Total
Website development                $5,000                        $5,000                          $5,000                                                         $15,000
Online media costs/maintenance     $1,000    $1,000   $1,000     $1,000    $1,000     $1,000     $1,000   $1,000     $1,000      $1,000    $1,000   $1,000      $12,000
PR - Media                                                                                                                                                              $0
Trade Promotions                                                $33,000                                                                                         $33,000
Print

College Press                                         $24,000   $24,000   $24,000               $24,000   $24,000    $24,000     $24,000                       $168,000
Street Press                                          $63,000   $63,000   $63,000               $21,000   $21,000    $21,000     $21,000                       $273,000
Cosmo                                                           $187,400 $187,400               $187,400 $187,400                                              $749,600
Maxim                                                           $156,000 $156,000               $156,000 $156,000                                              $624,000
Out of home                                                               $768,000                                  $1,188,000                                $1,956,000
Television Ad                     $100,000                                                                $48,000    $48,000                                   $196,000
Sw eepstakes                      $15,000                                            $188,000                                                                  $203,000
Street team                                                      $9,800    $9,800                $9,800   $9,800     $9,800                                     $49,000
Radio for Street Team promotion                                                                                                                                         $0
Promotional Items/Collateral                                    $43,815                                                                                         $43,815
Online community promotions                                                                               $2,050                 $2,050                           $4,100
YouTube.com contest                                                                                                                                 $16,800     $16,800
Text messaging                                                  $11,765    $5,880     $5,880                                                                    $23,525
E-new sletters                                                                                                                                                          $0
Sales Promotion (packages)                                                                                                                                              $0
Legal and other                   $50,000                                                                                                                       $50,000
Miscellaneous Production Costs    $450,000                                                                                                                     $450,000
                                                                                                                                                              $4,866,840
Media Targeting
  Short-haul 18-24      Short-haul 25-34     Long-haul 18-34        Domestic 35-54




  Out-of-home: Wave2
    Advertising and
  Out-of-home: Wave 1    Public Relations   Online                    Specialty TV
         Print
     Street Teams                           DM
                                            Social Networks/Viral
Return on Investment


• Travel by 2.5% of primary market creates 336,000
  additional visitors
      • 50% increase over post-Katrina numbers
      • Increases proportion of 18 to 34 visitors above US domestic
        travel levels




• „Trial‟ by 2.3% of 35 to 54 audience = 52,000 visitors
      • Based on 2.2 million impressions
ROI - continued

• Total additional visitors to New Orleans due to campaign:

             336,000 + 52,000 = 387,000 additional visitors

• Average expenditure per visitor = $400*

           Total tourist spending = $149.9 million
                           1:33 ROI

*According to primary research
Conclusion



• New Orleans offers a unique experience

• Visitors will come to New Orleans if it can be demonstrated
  that the city is ready for them
                      Thank you
• 18 to 34 year olds in North America are a lucrative
  potential market with high lifetime customer value
American Marketing Association
Promotions

• Extensive PR also to promote
  AMA involvement
    – Press releases to mainstream
      media (Newspaper and TV)
    – Business publications
    – Online publications
    – AMA website

• Highlight ongoing relationship
  between AMA and New Orleans

• Focus on involvement by
  student members

				
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