1 NORTH AMERICA KOREA JAPAN CHINA ASIA PACIFIC EUROPE INDIA PHILIPPINE TOURISM MARKETING EFFORTS:
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1
NORTH AMERICAKOREAJAPANCHINA
ASIA PACIFICEUROPE
INDIA
PHILIPPINE TOURISMMARKETING EFFORTS:
2
General Overview of Arrivals Market Overview, Strategies & Programs
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
3
Source Markets Performance
0 100,000 200,000 300,000 400,000 500,000 600,000
Volume
Korea
USA
Japan
China
Taiwan
Australia
Hongkong
Singapore
Canada
UK
Malay sia
Germany
So
urc
e M
ark
et
(2004-2
006)
2004 2005 2006
4
Source Markets Performance
2004 2005 20061 Korea 378,602 489,465 572,133 2 USA 478,091 528,493 567,355 3 Japan 382,307 415,456 421,808 4 China 39,581 107,456 133,585 5 Taiwan 115,182 122,946 114,955 6 Australia 89,175 96,456 101,313 7 Hongkong 162,381 107,195 96,296 8 Singapore 60,253 69,435 81,114 9 Canada 64,537 72,853 80,507
10 UK 56,770 63,002 68,490 11 Malaysia 34,170 43,059 53,279 12 Germany 45,092 50,411 51,402
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General Overview of Arrivals Market Overview, Strategies & Programs
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
6
500,000
600,000700,000
800,000
900,0001,000,000
0
200,000
400,000
600,000
800,000
1,000,000
1,200,000
2005 2006 2007 2008 2009 2010
20%
16.7%
25%
14.3%
11.1%
12.5%
2006 Volume: 600,000 (25% increase) 100,000 increase every year from 2006 - 2010
Target Arrivals
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Holiday Seekers
Honeymooners
Students (Study tours-Learn English Program)
Special Interest Groups (Golfers, Divers, Other Sports Enthusiasts)
Incentives (Korean multinational companies with branches in the Philippines)
Market Segments
10
Work ProgramEVENTS/PROGRAMS IMPLEMENTATION
DATETRADE PROMOTIONSPhilippine Korea Travel Exchange March 15-17
Korea Student Fair/Spring and Fall March / September
Korea World Travel Fair June 8-11
KTA Hosted Seminar 3rd/4th Quarter
Silver-market Invitational 3rd Quarter
PAL/DOT Hotels and Resorts Roadshow November
Brochure Support / TV Home Shopping Year-round
Year-End Appreciation Dinner Reception December
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EVENTS/PROGRAMS IMPLEMENTATION DATE
CONSUMER PROMOTIONSDaegu Tour Expo March 30-April 02
KESA Inline Marathon October TBA
Wedding Expo (WEDDEX) August 11-15
Busan International Travel Fair September 14-17
Philippine Christmas Festival December
Work Program
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EVENTS/PROGRAMS IMPLEMENTATION DATE
INVITATIONAL TRAVEL PROGRAMMedia Year-round
Travel Trade Year-round
Corporate (Golf Amateur Tournament, Etc. Year-round
PR AND PUBLICITY (LG AD) Year-round
Press Conference (LOGO LAUNCH) June
PRODUCTION OF COLLATERALS IN KOREAN(CIT, 8 anchor Destination)
February onwards
ONLINE MARKETING (LG Ad & Download) Year- round
MARKET RESEARCH (Product Development) Year-round
Work Program
13
General Overview of Arrivals Market Overview, Strategies & Programs:
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
16
Based on 3 Million Target Arrivals
Market Actual Volume % Increase
Share (%) of Arrivals (over 2005)
USA 21 % 630,000 19 %
Canada 2.8 % 84,000 15 %
Total 714,000
(23.8 % market share of 3 Million Total Visitor Arrival Target for 2006)
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Target Market Segments/Niches1. Fil-Americans/Fil-Canadians
1st Generation 2nd Generaration 3rd & 4th Generation
2. Non-Filipinos Leisure with health & wellness Golf Diving & other adventure sports History and culture
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Strategies PRODUCT
For Filipinos Introduce attractive family oriented tour packages,
health & wellness including medical tourism packages,
- include activities on investment, retirement and business opportunities primarily for 1st generation
Develop & introduce product/s that would enable 2nd, 3rd & 4th generation to trace their roots
For Non-Filipinos Strengthen existing ones – golf, beach holidays,
diving, historical Introduce health & wellness tours
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Strategies PRICE
Offer products that are value for money
PLACE/DISTRIBUTION Strengthen linkages with tour
wholesalers, ticket consolidators, airlines Fully utilize internet Strengthen tie-ups and alliances
between U.S. Fil-Am Associations and Philippine based organizations
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Strategies PROMOTION
Introduce sales promotion to shorten travelers’ buying process, thereby, resulting to warm bodies (from awareness convert to visitor arrivals)
Intensify publicity and dissemination of information on new & existing products, facilities, sales promo offerings, new trendsDevelop positive image for the Philippines as part of
“Image Building”
Maximize invitational program for trade & media Continuous participation in trade & consumer
shows
21
Work Program
1. Flagship Campaign – “The Philippines: Explore, Experience, Return” “The Great Philippine Free Flight Giveaway” “Out of the Box” promo
2. 2nd Ambassador / Consuls General Tour to the Philippines (July 2007)
3. “See You In Asia” Campaign
4. Travel Agents Specialist Program
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5. Commemoration of the Centennial of Filipino Migration to the USA (whole year)
6. PR / Publicity plan7. Trade and Media Invitational Travel8. Brochure Support for wholesalers9. Participation in Trade and Consumer
Shows in US & Canada
Work Program
23
General Overview of Arrivals Market Overview, Strategies & Programs:
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
26
Japanese Women TravelersJapanese Women Travelers
Of the 35.06 million Japanese women in their 20s to 50s, 7.21 million have abundant 7.21 million have abundant overseas travel experience.overseas travel experience.
Estimated population of women in Japan = 65,100,000
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Japan’s Independent Women
Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted)
DriversDriversDriversDrivers
BarriersBarriersBarriersBarriers
Independent Women are younger women who seek culinary, historic and natural experiences when traveling overseas
Local cuisine & drinks Historical landmarks Natural beauty and
landscapes Spa/ relaxation Enjoyable Pleasant
Poor health standards Unsafe Politically unstable Unclean/unhygienic
Background Typically younger females Many are single, mostly no children Typically “office ladies” – secretarial and clerical,
part-timers Low to average annual HH income, but relatively
high disposable income Ride the subway every day Go to the movies and sing karaoke a few times a
month
Characteristics Prefer “Free-time” package No particular accommodation preference, but
minimum acceptable threshold is “standard” Widely travelled – travel to both mainstream
(e.g. Hawaii) and exotic (e.g. Egypt) destinations
Influenced by travel pamphlets and friends
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6%94%
1,000,000 Active Divers or 6% of Total Japan Outbound
17.5 M Total Japan
Outbound
3 million total divers
o 2.5 million certified divers
o 1 million active divers
Japan Outbound Dive MarketJapan Outbound Dive Market
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By 2010, Japanese baby boomers will contribute an additional 7 million retirees!
Japan’s Senior Citizens: The “Super-Aging” Society
World Ranking of Countries with the Highest Population of Senior CitizensRANK COUNTRY POPULATION
(Unit = 1,000)
1 China 143,832
2 India 52,481
3 USA 36,300
4 Japan 33,7705 Germany 15,576
6 France 9,961
7 UK 9,536
8 Canada 4,330
9 South Korea 4,164
10 Sweden 1,567
Source: United Nations, World Population Prospects, 2000
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Japan’s Senior CitizensSeniors are men and women over 60 years of age who seek natural and historic experiences when traveling overseas.
Source: Monitor Japan Philippines Travel Survey 2005 (n=3,808, weighted) Japan Travel Blue Book 2003 / 2004
DriversDriversDriversDrivers
Natural beauty and landscapes
Historical landmarks Galleries and museums
BarriersBarriersBarriersBarriers
Hygeine Health Terrorism Personal Safety No activities for women Ability to communicate
Background Mostly married and have children Mostly housewives or retired Highest level of disposable income Often take trains / subway, buses Enjoy occasional driving, movies and Sports
events
Characteristics Freer to travel at any time Prefer to travel on all-inclusive full package tour
with their spouses Experienced travelers, over-index in travel
experience in all regions Take 1 or 2 overseas holiday every year with
average yearly spend of Y418K per person (higher than the average)
Low positivity but high information search Influence by newspaper is important
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PR CAMPAIGN JOINT BROCHURE PROMOTIONS WITH JAPANESE WHOLESALERS PRODUCTION OF COLLATERALS TRADE FAIRS
Marine Diving Fair (April) Tour Expo (May) JATA World Congress and Travel Fair (September)
PHILIPPINE BUSINESS MISSION REGULAR MARKETING ACTIVITIES OF OVERSEAS OFFICES
Sales calls and sales presentations Market intelligence Philippine tourism seminars
FAM TOURS Agents Media
IMPROVEMENT AND UPGRADING OF LOCAL PRODUCTS and SERVICES
Work Program
32
General Overview of Arrivals Market Overview, Strategies & Programs:
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
33
TARGET ARRIVALS FOR 2007
Visitor arrivals 2006 – 133,585
Target arrivals 2007 – 175,000
Increase – 41,415 or 31%
34
MOA BETWEEN DOT AND CNTA
Memorandum of Understanding between The Government of the Republic of the Philippines and the Government of the People’s Republic of China Concerning Tourism Cooperation was signed in September 11, 2002 valid for five (5) years and shall be automatically renewed unless either of the party deem otherwise.
The implementation program was signed in September 01, 2004 valid for two years.
Important points Exchange of Tourism Professionals and Administrators Joint Promotion Language and Cultural Training Tourism Investment
Major concern : To renew the Implementation Program with CNTA.
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AIR SEATS CAPACITY CHINA TO THE PHILIPPINES (DIRECT FLIGHTS ONLY)
Airlines Route Number of flights per week
Seat Capacity per week
Seat Capacity per month
Seat Capacity per year
PAL Shanghai - Manila
7(A-320)
150 x 71,050/ week
1,050 x 44,200/month
52 x 105054,600/year
Beijing - Manila
4(A-320)
150 x 4600/week
600 x 42,800/month
52 x 60031,200/year
Xiamen - Manila
6(A-319, A-320)
150 x 3 = 450/week124 x 3 = 372/week
450 x 41,800/month372 x 41,488/month
52 x 450 23,400/year52 x 37219,344/week
China Southern Airlines
* Beijing – Xiamen -Manila
7(A-320)
150 x 71,050/week
1,050 x 44,200/month
52 x 105054,600/year
Guangzhou-Manila
4(A-320)
150 x 4600/per week
600 x 42,800/month
52 x 60031,200/year
Guangzhou-Laoag
2 446/per week 446 x 41,784/month
52 x 44623,192/year
TOTAL SEATS CAPACITY
4,568 /week 18,272/month 214,344
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PHILIPPINE TOURISM OFFICES IN CHINA AND THEIR AREA OF JURISDICTION
Shanghai Cluster Largest center of FIE
companies Cluster of affluent and worldly
Tier 2 cities More family oriented Strong presence of Family
with Kids groups
Guangzhou Cluster FIE and HK invested
companies Strong culture influence from
Hong Kong More independent minded Strong White Collar,
including weekend travelers
Beijing Cluster Political center of government
and SOE Also cluster of IT/ telecoms
industries (big sponsors) Stronger presence of
Incentive Travelers
Beijing Cluster Cities
Beijing, Tianjin, Shenyang, Dalian, Ha’erbin, Jinan, Qingdao, Changchun
Shanghai Cluster Cities
Shanghai, Nanjing, Suzhou, Wuxi, Hangzhou, Ningbo, Wenzhou, Wuhan, Shaoxing
Guangzhou Cluster Cities
Guangzhou, Shenzhen, Xiamen, Fuzhou, Dongguan, Zhongshan, Zhuhai, Shantou, Foshan, Haikou
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HIGHLIGHTS OF 2006 ACCOMPLISHMENTS
Participated in nine (9) trade/travel/consumer fairs and garnered citations/awards Guangzhou Int’l Travel Fair (Guangzhou)– Best
Booth Design Qingdao Int’l Tourism Expo – (Qingdao) Best Booth
Decoration and Best in Organization 3rd China-ASEAN Expo (Nanning) – Best in
Creativity Award China International Travel Mart (Shanghai) –
Citation for the Philippines as one of the Top 10 Rising Destinations for Chinese Outbound Tourists and Top 10 MICE Destinations for Chinese Outbound Tourists
Citation by Travel Weekly China for Secretary Joseph Durano as Destination Marketer of the Year
38
HIGHLIGHTS OF 2006 ACCOMPLISHMENTS
Promotion of Davao as a new product Worked towards the resumption of direct flights from
Guangzhou to Manila with China Southern Airlines Establish linkage and networking with operators from
2nd-tier cities (Chengdu, Qingdao, Tianjin, etc.) Strengthening of DOT offices in China (Market Reps
in Shanghai and Guangzhou) Positioned the Philippines as a destination for
relaxation, beach, nature, friendliness and value Strengthened partnership with and support from
Chinese travel trade and inbound tour operators in the Philippines
39
THRUSTS FOR 2007
Tap key incentive trade partners in order to attract more tourists from the incentive / corporate market segment
Sustain growth from Beijing cluster and maximize outputs from Shanghai and Guangzhou clusters
Strengthen trade and media network to establish stronger presence in China
Target secondary cities which have experienced economic growth
Work towards increased capacities (air seats, rooms) and improved support services to cater to the needs of Chinese travelers
40
2007 CALENDAR OF ACTIVITIES Shanghai
Travel trade fairs participation
1. IT & CM (Incentive Travel & Conventions, Meetings) New Shanghai Exhibition Center, 23-25 April 2007Tourism Conference Travel Mart
1. Philippine Tourism Conference Shanghai, China, 22 April 2007
- Consumer Travel Fair1. ISPA 2007 Shanghai, China, 7- 9 June 2007 2. Golf Style Shanghai, China, November 20073. Luxury Travel Fair Shanghai, China November 2007
- Advertising – Print ads, Outdoor Ads (year round)- Familiarization trip for media and trade (year round)- Joint promotion with Chinese travel trade sector- China travel wholesalers and agents counter staff seminar (to include 2nd tier cities)- Sales calls to Shanghai and 2nd tier cities- In-store promotion Raffles Department Store (June 2007)
41
2007 CALENDAR OF ACTIVITIES Beijing
Travel trade fairs participation
1. China Outbound Travel and Tourism Market (COTTM) China World Trade Center, 14-16 May 2007
2. China International Business Incentive Travel Mart China World Trade Center, 8 – 10 July 2007
3. Jinan Tourism Event Jinan, China, 8 – 10 September 2007
- Tourism Conference Travel Mart 1. Philippine Tourism Conference Beijing, China July
2007- Advertising – TV, Print ads, Billboards (year round)- Familiarization trip for media and trade (year round) - Joint promotion with Chinese travel trade sector- China travel wholesalers and agents counter staff seminar (to include 2nd tier
cities)- In-store promotion Wangfujing Road (March 2007)- Sales calls to Beijing and 2nd tier cities
42
General Overview of Arrivals Market Overview, Strategies & Programs:
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
43
2006 HIGHLIGHTS
ASIA PACIFIC
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25 Travel Trade & Consumer Fairs
AUSTRALIA 6
HONG KONG 3
SINGAPORE (ASEAN) 11
TAIWAN 5
45
Asia Dive Expo
46
Trade & Media Invitational Groups
AUSTRALIA 10
HONG KONG 8
SINGAPORE (ASEAN) 10
TAIWAN 27
TOTAL 55
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ASIA PACIFIC 2007 Work
Program
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SINGAPORE2007 Target Arrivals (ASEAN) : 237,237 Singapore : 95,043
Malaysia : 57,747
Target Segments : Group Corporate Travel
FITs
Honeymooners / Couples
VFRs
Students & Church-based groups (community immersion)
49
SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL & CONSUMER FAIRS
1. NATAS Holiday, SingaporeMarch 23-25
September 21-23
Participate w/ two booths (shell scheme) to be joined by partner agents for on-site selling / booking of all inclusive tour packages. Special Phil. packages to be offered w/ airline partners – PAL, Silk Air & Cebu Pacific.
Cultural performance on site c/o Phil. Embassy
2. MATTA International Travel
Mart, Kuala Lumpur
March 16 – 18
September 7 – 9
Participate w/ two booths (shell scheme) & joint promo w/ Air Asia thru its GSA (Borneo Tours) for dedicated tour packages to Clark, Manila & Boracay. Other partner agents to sell other Phil packages. Cultural performance on-site will be c/o Phil. Embassy
50
SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL & CONSUMER FAIRS
3. ASIA DIVE EXPO,
Bangkok
April 27 - 29 Participate w/ 2 booths (raw space)
designed attractively showcasing dive
Highlights. Phil. dive operators to join the booth for selling of dive packages & resource for on-site dive queries. Invite top diver / enthusiast to talk about the Philippines.
CONSUMER PROMOTION
1.Philippine Food
Festival
June
A 2-week food fest will be organized in a 5-star hotel in Singapore featuring Phil. cuisine prepared by popular Fil chefs. Features include a lucky draw to be done on the last day where diners win prizes. Free airtickets & accom for 2 pax as grand prize. Showing of Phil AVP in the food fest venue. Mini product bazaar & brochures stand. Newspaper ad placement w/ CUT OUT discount coupon
51
SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
SALES CALLS / PRODUCT ORIENTATION SEMINARS
Sales Calls
Destination Orientation
Seminars
Incentive for Frontliners
Year round
Feb (Singapore)
August (Malaysia)
Year round
Sales calls / presentations to be conducted on ave. 4x a month in partnership w/ airlines & Philippine hotels / resorts & tour operators. The Destination Orientation sem will be conducted together w/ NATAS targeting managers & front liners (sales staff). Sem will be held 3x a year w/ 10-20 participants each time. Aimed to create Philippine specialists in the market. Certificates & incentives will be given
BROCHURE / PROMO MATERIALS PRODUCTION
1st Quarter
Re-printing of brochures for distribution to travel agents, airlines & consumers
10,000 WoW Travel Guide
5,000 Shopping guide
5,000 Dive guide, bookmarks,
Destination trade bags, etc.
52
SINGAPOREPROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
1. NATAS Supplement
- The Strait Times
- Today Newspaper
- 8 Days Magazine
2. MITM Supplement
- The New Strait Times
March & September
March & September
Singaporeans are dependent on visuals & anything they read. Supplements are built in features of major travel fairs & deemed convenient sources of info. Joint advertising w/ a consortium of agents will be done for the special tour packages. Cut outs for discounts on bookings are included
Similar to NATAS, special tour packages will be jointly advertised together w/ Borneo Tours - GSA of Air Asia & Pacific World, GSA of PAL
53
SINGAPORE
PROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
3. ADEX Supplement April Run as ad with regional dive magazine like Asian Diver & Action Asia featuring dive destinations & packages
4. Special Promotions on Print
and Radio
Year round Joint ad promotions w/ various airlines & wholesalers for special tour packages in time for the markets’ public long holidays, i.e. Chinese New year, Hari Raya, school holidays, etc.
Tie up with a radio station for a radio quiz show featuring the Philippines. Prizes will range from Phil. handicrafts to hotel & air ticket vouchers from trade partners
54
SINGAPOREPROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
5. MOBILE ADS
( Taxis )
January – May (in time for school holidays in June)
September – Dec
(in time for Dec holidays & Chinese New Year)
Taxi ads will carry postcards w/ tour special packages such as: Cebu Pacific – Cebu & Davao; PAL – Manila & Boracay with contact no. of wholesalers.
The entire body will have the Philippine destination Ad & on top of taxis w/ backlights will be the WOW Phils. Logo
50 taxis will be launched during ATF with a motorcade by the end of January to run for 5 months
6. Internet ADS March – May (targeting school holidays in June)
Internet banner ads in Hotmail w/ text link for special promos on destinations for 2-month campaign. Includes game re naming Philippine attractions. The contest also facilitates gathering of consumer database for future reference
55
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING
7. Destination Billboards
Sept – Nov (targeting school holidays in Dec & Chinese New Year)
These are outdoor billboards featuring catchy Philippine destination images to be located in strategic locations in Singapore’s central business district. Tie up with airlines & wholesaler for special packages
56
SINGAPOREPROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
OTHER ACTIVITIES
1. Travel Cafe Philippines
March
Tie-up with Octopus Holdings w/c operates 63 restaurants around Singapore. Its newest resto at Marina Square near Suntec City will be dedicated as Travel Café Phils. Phils dishes will be served (menu to be done by Via Mare, design by Phil. Interior designer). Brochures & tour packages w/ cut out discount coupons will be displayed. On site bookings on special packages will be in place. Destination videos will be shown for diners. Phils. arts & crafts will also be showcased
57
SINGAPORE
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
OTHER ACTIVITIES
2. Website Setup January A 50-page dedicated website to be designed & managed by a Singaporean based web administrator for regular updates & feedback mechanism. Special promotions will be posted & links w/ travel agents
58
2007 Target Arrivals : 133,750 - 139,100
Target Segments : Families
FITs
Honeymooners / Couples
Niche Travelers
- divers, ecotourists, watersports lovers
HONG KONG
59
HONG KONGProject / Activity Implementation
DateDescription
TRAVEL TRADE ACTIVITIES
1. International Travel Expo
June 14 - 17 Participate w/ 72 sq. m. Booth highlighting the theme “PlayAround Philippines” destination feature will be Bohol to be joined by partner agents for on-site selling / booking of tour packages. Booth activities include cultural entetainment, game counter, photo corner w/ mascot, celebrity ambassador appearances, & joint promo with airlines to win free ticket to the Philippines
2. Philippine
Tourism
Roadshow
June Activity to coincide before or after ITE. Includes product & investment presentations, business matching session and cocktail reception
Target participants :
Hong Kong – 50 - 80 pax
Macau – 50 - 80 pax
60
HONG KONGProject / Activity Implementation
DateDescription
TRAVEL TRADE
3. Internet Promotions
Starting April Shared link with travel trade organizations, i.e. TICHK, HATA, etc. to include internet banner ads & competition / lucky draw to win free trips to the Philippines. Duration – 3 weeks
4. Philippines
Front-liners
Marketing Kit
& Seminars
5. Trade
Incentive
Campaign
Year round
May & November (slow season)
Production of a Philippine Frontliners marketing kit to include brochures, CD-Rom, newsletter, folder& stationeries, etc. & conduct of seminars to train frontliners about the Philippines
Campaign to recognize travel agents w/ excellent sales record (in terms of visitor volume brought to the Phils). Awards will be given by DOT Secretary to deserving agents during an incentive trip to the Phils. as a kind of national endorsement
61
HONG KONGProject / Activity Implementation
DateDescription
TRAVEL TRADE
6. Joint Promotions
Year round Ad support for special promo packages of partner travel agents, wholesalers & airlines.
Target airlines: PAL, Cebu Pacific, HK Express
Target agents: Hong Thai, Miramar, Morning Star, EverGloss & other major travel agents in Hong Kong + Macau
CONSUMER
PROMOTIONS
1. Branding ADs & Advertorials
Year round
Placement of new branding theme in various media – magazine, newspaper & internet.
Magazine: Weekend Weekly, Eat & Travel Weekly, U Magazine
Newspaper: Apple Daily, Sing Tao Daily, Metro, Headline
Internet: yahoo.com.hk
Others: MTR lightbox, bus ad
Schedule : Monthly before peak outbound travel period – Jan, Mar / Apr, May till July, Nov
Content: new destinations, special tours & events / programs
62
HONG KONGProject / Activity Implementation
DateDescription
CONSUMER PROMOTIONS
2. Play Around Philippines Shopping Promo
May-June (summer) &
Oct – Nov (autumn/winter)
Philippine showcase in cooperation w/ shopping mall w/ lucky draw trip to the Phils. Includes poster & banner ads, stage backdrop, travel exhibit, musical extravaganza.
Target Mall: Harbour City, Time square, or Plaza Hollywood
3. Niche Market
Support/
Promotions
4. Philippines
Young Ambassadors
Campaign “ Travel to
Bohol & Save a
Tarsier”
2nd & 3rd Quarters
2nd Quarter
Support to dedicated niche travel publications, i.e. diving, water sports & ecotours to provide more info and arouse public interest
Essay writing or mascot design contest for high school students. Winning design will be used in promo activities. Prize: Free ESL trip to the Phils
Special packages to Bohol will be offered after the contest
63
HONG KONGProject / Activity Implementation
DateDescription
PROMO COLLATERAL PRODUCTION
PR / MEDIA
WEBSITE MAINTENANCE
Year round
Jan / May-Jun / Nov
Year round
Production of new set of brochures, posters & standees (using new tourism ambassadors), CDs & stationeries, pocket map / travel guide in Mandarin and giveaways, PlayAround bags both for trade & consumers
Press & publicity support for the two Celebrity endorsers / ambassadors during Phil tourism functions and fam trips
Update & maintenance of wowphilippines.com.hk
64
TAIPEI
2007 Target Arrivals : 128, 400
Target Segments : Group Travelers
FITs (Business)
Honeymooners / Couples
Incentive Travelers
Niche Travelers
- diving, health & wellness,
gaming & ESL
65
TAIPEIPROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL FAIRS
1. Taichung International Travel Fair
2. Taipei Tourism Expo
3. Kaohsiung Travel Fair
April 7-10
May 4-7
May 10-13
Participate with shell scheme booth displaying Philippine destinations in partnership w/ Central Taiwan agents for tour packages
First to be held in Taipei in time for summer travel season. Participate w/ shell scheme booth w/ partner agents
Participation w/ shell scheme booth. A pre-event travel mart is organized in cooperation w/ Kaohsiung Assn. of Travel Agents
66
TAIPEI
PROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL FAIRS
4. Taipei International Travel Fair
December 14 – 17 Participation w/ island raw booth space. Booth features include performances, games, celebrity endorsers, special tour packages by partner agents
CONSUMER PROMOTIONS
1. Philippine Tourism Roadshow (summer & winter travel campaigns)
June & November Travel display/info counter/mini travel fair w/ partner agents to be set up at major dept store / shopping mall w/ possible joint cultural entertainment w/ MECO
67
TAIPEIPROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
CONSUMER PROMOTIONS
2.Product Presentations
- PAL Agents
- Multi Travel Assn.
- Eva Air Agents
- Mandarin Air Agents
- China Air Agents
- Taipei Dive Assn.
- Central Taiwan Agents
- Southern Taiwan Agents
- ANTOR Travel Marts
May / October
May / September
3rd wk Mar & Sept
May / October
May / October
March / November
March / October
April / September
(Yunlin, Taichung, Kaohsiung, Hsinchu)
Product update presentations and networking with partner agents in source cities and consortium of agents of airlines to mobilize them & discuss tour programs for summer & winter travel campaigns (2 meetings / year)
68
TAIPEI
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
PR & PUBLICITY
1. Joint Ads Publicity (w/ MECO & industry partners for summer travel campaign
January - June Various ads & publicity schemes to be shared by DOT & MECO – monthly Wow newsletter, website promo, bus ads in Taipei/KHH/Taichung, advertorials / print media ads in major dailies & broadcast media, media briefings / networking meetings, TV shopping channel
69
PROJECT / ACTIVITY IMPLEMENTATION
DATE
DESCRIPTION
INVITATIONAL PROGRAM
OTHER ACTIVITIES
1.Collateral Production
Year round
Year round
Trade & media fam trips to be conducted year round (for discounted tickets, taxes, airport fees, etc.)
Standard collateral materials in Chinese / re-printing of Phil. brochure, maps & destination flyers
TAIPEI
70
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
2. Joint Ads & Publicity w/ MECO & industry partners for Winter Travel Campaign
3. Travel Magazine Supplement & other Dedicated Guidebook / Exclusive Magazine Edition on Phils.
July – December
June & November
Various ads & publicity schemes to be shared by DOT & MECO – monthly Wow newsletter, website promot, bus ads in Taipei/KHH/Taichung, advertorials in major dailies & broadcast media, media briefings / networking meetings, TV shopping channel
Cover story on the Phils. with side order of supplement which will be used as travel catalogue / info material for consumers
TAIPEI
71
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
4. MRT TV Ads & Destination Billboards
5. WoW Phils. Travel TV and / or other Taiwan TV Location Shoot in the Phils or Special Joint Consumer Promo on TV / MTV
May – June &
October – November
Year round
High profile & colorful destination billboards in strategic areas or WoW Phils travel video to be shown at the MRT TV panels
One season of exclusive feature on the major destinations of the Phils on Asia Travel TV & / or special TV Shoot for a TV Show or MTV w/ Joint Consumer Promo
TAIPEI
72
SYDNEY
2007 Target Arrivals : 112,516
Target Segments : Women
Families
Divers
Honeymooners
FITs
73
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
TRAVEL & CONSUMER FAIRS
1. Perth Holiday Show
2. Australian Dive Show
3. Sydney Holiday & Travel Show
4. Melbourne Holiday & Travel Show
5. Brisbane Holiday & Travel Show
February 16 – 18
March 17 – 18
March 18 - 19
March 21 – 25
March 30 – April 1
For these travel shows, participation will have shell scheme booth. Booth features include – display of tour wholesalers brochures, retail agent group reps selling the wholesalers’ package, entertainment by local Filipino performers on main stage, Filipinos in costume distributing brochures / flyers to attract consumers to the stand, raffle tickets c/o PAL & Qantas to be given away after a travel quiz, press releases on Philippine participation in travel trade publications.
Out of 50 consumer shows held annually, only 9 are chosen where DOT will participate as these were proven to be the most successful in consumer participation
SYDNEY
74
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
TRADE FAIRS
1. Asia Pacific Incentives & Meetings Expo (AIME)
February 13 - 14 Participation w/ 6 booth spaces w/ private sector booth joiners for one-on-one business appointments. New incentive tour programs to be offered to buyers
2. Flight Centre
3. Harvey World / Travel Scene / AMEX
1st & 2nd Quarters
3rd Quarter
Travel show organized by one of the biggest travel agents around Australia usually held in 10 separate venues. Participate w/ shell scheme booth & selling of special tour packages
A trade event organized by another big travel agent held in 4 venues. Participate with shell scheme booth w/ special tour package selling
SYDNEY
75
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
JOINT PRODUCT PRESENTATIONS
1.Sydney
2.Melbourne
3.Brisbane
4.Perth
2nd Quarter
1st Quarter
2nd Quarter
1st Quarter
Product presentation of special tour programs in partnership w/ 3 wholesalers. Target no. of pax – 300
Same as above
Product presentation of special tour programs in coop w/ 2 wholesalers. Target no. of pax – 135 pax
Same as above
SYDNEY
76
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
BROCHURE SUPPORT
Year round Provision of support to include Phils in the tour brochures of the following wholesalers : Qantas Holiday, Discover Asia, San Michele Travel, Infinity Holidays, Harvey’s Choice, Escape Holidays, JetGlobe, Allways Dive Expeditions, All About Asia, Amazing Vacations, Dive Adventure
ADVERTISING/PR
1. Radio Shows
Triple MMM – 960,000
WSFM - 1,200,000
May
July
A month long campaign highlighting Phil. destinations like Palawan, Boracay & Cebu to promote travel to the Phils. Primary target are families looking for overseas holiday destinations. Radio website will be linked to WoW Phils website & live reads of Phil. tour commercials will be done by popular radio talents daily during the campaign period
SYDNEY
77
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING & PR
2. Print Ads
- Travel Trade
- Consumer
February
Feb / Apr / Jul
March / July
April
April
April
May
June
July
August
September
October
Full page ads in the following :
MICE.net (in time for AIME)
The Captain’s Table (3x)
Escape Magazine (2x)
Travel Trade (3-page supplement)
Sunday Telegraph
Scuba Diver
Shop Till You Drop
Travel & Leisure
Holiday for Couples
Get Lost
Vogue Entertainment & Travel
Sport Diving
SYDNEY
78
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ADVERTISING & PR
3. Mobile Ads
4. Media Appreciation
Events
March – April
April / August / Nov
Taxi Ads (c/o 2006 budget)
Briefings & networking activites to update media on products & devts. In the Philippines
SYDNEY
79
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
INVITATIONAL PROGRAM
- Trade
- Media
Year round
Year round
Agents’ Fam trips to various destinations in the Phils
Departure taxes & ticket taxes for :
8 freelance journalists
2 TV travel shows (GetAway & Great
Outdoors
10 Glossy magazines
3 travel trade publication
4 newspapers
SYDNEY
80
SYDNEYPROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
OTHER ACTIVITIES
1. Travel Club
2.Philippine Food Festival
Year round
April
Production of a travel catalogue featuring various Phil. packages with costs categorized according to lifestyle segments – adventure, spa /pampering, Shopping, golf, Sun N Surf, etc. A unique payment scheme will be applied, paying for a package over 52 or 26 weeks w/ equal payments. In essence, it is like a lay-by holiday concept. Chrisco Hamper Club can be approached as partner.
To be implemented in coop w/ PAL & Shangri-la. Filipino chefs will be invited to showcase Philippine cuisine in the hotel
81
PROJECT / ACTIVITY
IMPLEMENTATION
DATE
DESCRIPTION
ASEAN TOURISM FORUM
(Singapore)
PATA TRAVEL MART (Indonesia)
IT & CMA (Thailand)
RESORT ASIA (Singapore)
January 30 – Feb 2
September
October
June 27 - 30
Participation w/ 10 booth space w/ private sector participants for one-on-one business appointments. Includes NTO media briefing
Sustain participation w/ 2 shell scheme booth space only
Participation w/ 4 booth space w/ private sector participants for one-on-one business appointments
First time to be held in Asia – a one stop shop for RESORT room buyers from around the world. This could be a good platform to showcase the newly opened and LUXURY resorts of the Philippines.
INSTITUTIONAL ACTIVITIES c/o ASPAC
82
General Overview of Arrivals Market Overview, Strategies & Programs:
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
83
COUNTRY 2005 ARRIVALS
2006 2007 2008 2009 2010
WESTERN EUROPE 112,097 122,184 133,428 145,983 160,026 175,768
Germany 50,522 53,376 56,391 59,571 62,930 66,472
Switzerland 15,192 16,684 18,322 20,121 22,097 24,267
Netherlands 15,173 17,764 20,796 24,344 28,497 33,355
France 14,375 15,007 15,667 16,356 17,064 17,802
Austria 9,260 10,754 12,488 14,501 16,838 19,552
Belgium 7,181 8,118 9,177 10,374 11,727 13,256
Luxembourg 394 481 587 716 873 1,064
EASTERN EUROPE 11,184 35,306 58,888 82,740 106,592 130,444
(Russia & CIS)
84
COUNTRY 2005 ARRIVALS
2006 2007 2008 2009 2010
SOUTHERN EUROPE 19,064 22,377 25,563 29,567 34,654 41,117
Italy 10,873 12,177 13,687 15,411 17,383 19,642
Spain 7,494 9,446 11,051 13,205 16,242 20,302
Portugal 697 754 825 951 1,029 1,173
NORTHERN EUROPE 97,099 110,105 124,972 142,546 163,424 188, 871
UK 62,165 69,500 77,909 87,491 98,427 111,222
Norway 10,119 11,636 13,404 15,468 11,881 20,724
Sweden 9,546 11,264 13,314 15,777 18,727 22,266
Denmark 9,186 10,407 11,811 13,429 15,309 17,528
Ireland 2,836 3,684 4,457 5,705 7,644 10,701
Finland 2,054 2,300 2,622 3,054 3,603 4,323
Greece 1,193 1,314 1,455 1,622 1,833 2,107
85
GERMANY
Travel trade1. Caravan Motor Und Touristic 13-21 January2. Dresden Reisemarkt & Reise Messe Leipzig, 26
January Presentations, road shows sales calls, joint
promotions1. Meieser Far East Live Seminar, 2-5 May2. DERTOUR Road show, August3. Cathay Pacific Super City Road show, April –
September4. Travel Agents & Client Joint Philippine Presentation,
September – October Invitationals Production of collateral materials
86
RUSSIA
Travel fair1. Kazakhstan International Tourism & travel Fair, 26-
28 April2. Leisure Fair 2007, September
Presentations, road shows sales calls, joint promotions
1. Far East Sales Mission, May2. Regional presentation & workshop, Ocotber-
Novenber Advertising / Joint promotion
1. Travel guidebook in Russian language2. Far east charters
Invitationals
87
UNITED KINGDOM
Travel fair1. Holiday World & Travel Show, 12-14 January2. Holiday World and Travel Show, 19-21 January3. Destinations, 1-4 February
Joint sales and promotions Advertising support for Tour Operators, January -
May Advertising & media support
1. Internet communications plan2. Taxi promotion campaign plus, April 2007 – March
2008 Familiarization trips for trade, media, and
consumer Invitationals
88
INSTITUTIONAL PROJECTS
World Travel Mart, November International Tourismus Borse, 7-11
March
89
OTHER STRATEGIC INTITIATIVES
Maintenance market: The Netherlands Exploratory Market: France and Scandinavia Europe Dive Campaign:
1. Germany: Boot Fair (20-28 January), joint advertising campaign, joint promotions (Roger tours)
2. U.K.: Travel Trade: London Dive Show (10-11 March) & Dive Birmingham (13-14 October); Fam tours for dive operators; joint promotions with British Sub-aqua Club; production of promo mats: Dive Brochure and dvd
90
OTHER STRATEGIC INTITIATIVES
Europe Dive Campaign, continued:3. Russia: Dive Festival (15-17 February), joint
promotions with dive clubs, dive website initiatives
4. Spain: BCN Dive & Expovaccaciones, joint dive promo program with Abando Dive Center & Ultima Frontera, fam trips for dive trade and media
5. Italy: EUDI, Milan (17-21 January), sales calls and joint promotions, fam trips and production of dive promo mats
6. France: advertising
91
92
93
General Overview of Arrivals Market Overview, Strategies & Programs:
Korea North America Japan China Asia Pacific Europe India
OUTLINE OF PRESENTATION
95
Objectives
Develop awareness of the Philippines as a new destination for shopping, entertainment and leisure
Enhance and facilitate air access to the Philippines
96
Strategies
Initiate marketing and promotions in high tourist traffic centers, e.g. New Delhi and Mumbai
Establish linkages and network with Indian travel agents and foreign carriers with access to the Philippines
97
Arrivals 1996 – 2010
0
20000
40000
60000
80000
100000
120000
140000
1996 1998 2000 2002 2004 2006 2008 2010
Volume 16,062 20,945 18,570 14,826 18,221 22,700 68,100 132,795Growth Rate 29.12% 18.26% (0.36%) (3.67%) 15.44% 8% 100% 50% % Share 0.78% 0.97% 0.93% 0.77% 0.80% 0,81% 1.86% 2.65%
34,050
102,150
98
Major Tourism Markets2006 2008
1 Korea 572,133 USA 504,431
2 USA 567,355 Korea 524,388
3 Japan 421,808 Japan 369,906
4 China 133,585 China 145,782
5 Taiwan 114,955 Taiwan 100,144
6 Australia 101,313 Hong Kong 81,148
7 Hong Kong 96,296 Australia 81,174
8 Singapore 81,114 Singapore 76,314
9 Canada 80,507 India 68,100
10 United Kingdom 68,490 Canada 66,419
11 Malaysia 53,279 United Kingdom 58,674
12 Germany 51,402 Malaysia 54,267
13 Guam 37,445 Germany 41,412
14 Thailand 26,441 Guam 30,641
15 India 22,703 Thailand 23,485
99
Target Market Segments
General leisure market focused on family travel with interest on shopping, fun, recreation and entertainment for kids
Business and company travel with propensity for shopping and entertainment
100
Target Market Areas
New Delhi the capital city and seat of government has a total population of 15 Million
Mumbai the industrial and business center of India with population of more than 17 Million
101
1st Philippine Sales Mission to India
102
Tour Packages with Airlines
103
Work Program
Travel Trade Outbound travel Mart (Mumbai and New Delhi) Familiarization trips (April and July 2007)
Media Advertising in Travel Talk, Selling World Travel,
Premier, Plaza Time, Page 3, India Today Travel Plus, Tourism & Wildlife
Familiarization trips (March 2007) Joint Promotions with:
New Delhi: Hindustan Times and Times of India (What’s Hot?)Mumbai: Hindustan Times Mumbai & Times of India (Bombay
Times Travel)
104
Work Program
Establish and sustain marketing offices in New Delhi and Mumbai
Network with airlines to encourage direct flight from New Delhi and Mumbai to the Philippines
Work closely with Bureau of Immigrations and with the Department of Foreign Affairs for the easing of entry requirements to the country from India Primer on Issuance of entry visa
105
Contact Details
Team Heads Email Address
North Am: Ma. Corazon Jorda-Apo (mcajorda@tourism.gov.ph)
Korea: Maricon Ebron (ttu@dotpcvc.gov.ph)
Japan: Benito Bengzon, Jr. (bcbjr_2000@yahoo.com)
China: Arlene Alipio (sdd@tourism.gov.ph)
Asia Pacific: Rica Bueno (rcbueno@tourism.gov.ph)
Europe: Verna Buensuceso (vcbuensuceso@tourism.gov.ph)
India: Raymund Glen Agustin (raagustin@tourism.gov.ph)
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