CTO UK Activities Review and Measures of Success for 2014.

Presented by Carol Hay – Director of Marketing UK & Europe

November 2013

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CTO ACTIVITIES JANUARY – NOVEMBER 2013

UK ACTIVITIES National Wedding Show,

London

Dive Show, London

Travel Bulletin

Roadshow, London

National Wedding

Show, Birmingham

Destinations Travel

Show, London

CTO UK CHAPTER ACTIVITIES

Media Roundtable, London

Crisis Management Meeting,

London

UK Chapter AGM, London Meet the Media, London

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‘Love Caribbean’ Social Media Campaign

• Brand new social media campaign for UK consumers launched.

• The ‘Love Caribbean’ channels include a Twitter profile, Facebook page and Blog page.

• A logo was created to brand activities around the ‘Love Caribbean’ concept.

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PR and Social Media Crisis Seminar

• Held in London on 14 May.

• Presented by PR Agency Four BGB.

• Showcased the impact of social media on crisis communication.

• Attendees were able to review experiences and case studies.

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Meet the Media • Held in London on 22

May. • 42 UK media and 35

CTO members attended.

• Media included The Sunday Times Travel Magazine, The Guardian, National Geographic, The Voice; as well as key trade publications and travel bloggers.

8 8

ACE Cruise Convention

• Took place in Southampton UK

• Day included a half-day exhibition, a Selling Cruise Conference, a Gala Dinner and cruise ship visits.

• CTO met with 35 agents.

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Tour Operators Roundtable

• Attended by 7 UK tour operators.

• Operators reviewed CTO activities and established ways of working more closely together with the CTO.

• A Northern UK Tour Operator Lunch is being organised for later in the year.

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Caribbean Ball

• The Dorchester Hotel in London.

• Over 270 guest attended

• Sponsors: Virgin Holidays, Travel Weekly, and Trinidad and Tobago.

• Over £4,500 were raised for the CTO Scholarship Foundation.

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CTO Golf Day

• Hosted in association with Selling Long Haul.

• 57 members took part.

• BBQ & networking

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CARIBBEAN MONTH - SEPTEMBER

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Special Offers Campaign

• Objective: increase sales during Caribbean Month.

• Circulated to over 8,500 UK travel agents and homeworkers, as well as 21,000 UK consumers.

• Themes: Family, Romance and Luxury.

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Crisis Management Seminar

• A half-day event for CTO UK Chapter members.

• Speakers included Johnson JohnRose, CTO Communications Specialist; Jeremy Skidmore, Journalist; Angela Hills, Destinations Services Manager from ABTA; Jean-Marc Flambert, Director of Marketing UK and Europe, Saint Lucia Tourist Board and former Director UK and Ireland of the Sri Lanka Tourist Board; Judy McCluskey, Agency Principle, McCluskey International.

• Benefits to members included guidance on the specific agencies across the region and their role.

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Late Summer BBQ and Networking Event • 65 UK Chapter members attended.

• Feedback included: “The networking event was excellent, lovely food, great company and nice venue”. Colin Pegler – Resort Marketing

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“What a lovely evening last night … the CTO know how to enjoy themselves even if the weather lets us down!” Helen Edwards – Essential Detail

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“Enjoyable evening and really good turnout”. Simon Foster – Sandals Resorts

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“Thank you for the invitation to last night’s event, was a really good opportunity to network and loved the Summer BBQ theme even though we didn’t have the summer weather”. Gemma Hussey – Hotel Chocolat

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CLIA Cruise Convention – Columbus Day

• CTO networked with delegate, including senior managers, homeworkers and cruise experts who actively sell cruises and in turn, will help to increase the CTO’s relations with the Cruise Industry.

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National Wedding Show London

• Held at the Earls Court Exhibition Centre in London from 27 – 29 September 2013.

• London’s biggest Wedding Show.

• Members joining the CTO Stand included Anguilla, Grand Lucayan Resort – Bahamas and Turks & Caicos Islands.

• Brochure Bank: British Virgin Islands, The Bahamas, Saint Lucia and St. Vincent and the Grenadines.

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The Scottish Wedding Show

• Held in Glasgow, Scotland on 5-6 October 2013.

• Over 8,000 visitors attended.

• Brochure bank: Anguilla, The Bahamas and St. Vincent & the Grenadines.

• Wedding survey.

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Dive Show Birmingham

• 26-27 October at NEC Birmingham

• Exhibitors: The CTO, British Virgin Islands, Barbados, The Bahamas, Bonaire, Cayman Islands, Grenada, St. Vincent & the Grenadines, Turks & Caicos and the Dive operator, The Scuba Place

• The Caribbean area had steelband music and Sampling Sessions of Caribbean rum and treats.

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ACTIVITIES IN EUROPE

ACTIVITIES AND EVENTS 2013

IN EUROPE

BIT, Italy

European Roadshow,

France

ITB Berlin, Germany

MATKA, Finland

Vakantiebeurs, Holland

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European Roadshow - Russia

• The CTO and 7 members hosted sales Roadshows in Moscow and St. Petersburg.

• Attended by approx. 120 Russian trade partners.

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Tour Operators Roundtable - Italy

• Attended by 7 Italian tour operators, who had the opportunity to develop a clearer understanding of the role CTO.

• Discussed the the creation of a Caribbean Club for Tour Operators specializing in the Caribbean.

• Result – 3 tour operators (Caleidoscopio – Oltremare Group, America World – Quality Group and Il Tempo Ritrovato) joined the CTO stand at the No-Frills Show in September.

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CTO Roundtable with National Tourism Boards - Italy

• Attended by 6 tourist boards representatives.

• Focused on the importance for destinations to cooperate in CTO projects to maximise economies of scale.

• Participation in trade events including No Frills Show 2013, TTG Incontri 2013, BIT 2014 and the Italian Roadshow for 2014 were discussed.

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TOP RESA • Held in Paris from 24-27

September. • CTO shared space with

Antigua & Barbuda, Barbados and Jamaica.

• A cocktail reception was held for the media and trade partners.

• Approx. 30,000 trade visitors attended the event.

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No-Frills Show - Italy

• A business-to-business Tourism Show in Bergamo, Italy

• Approx. 11,368 travel trade visitors.

• Caribbean represented by: Caleidoscopio – Oltremare Group, America World – Quality Group and Il Tempo Ritrovato Tour Operator.

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TTG Incontri - Italy

• Took place in Rimini • Caribbean Pavilion:

Guadeloupe, Turks & Caicos Islands and Press Tours

• Other exhibitors: Anguilla, Cuba, Jamaica, the US Virgin Islands and Venezuela

• Brochure bank: Antigua & Barbuda

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CTO Holland – Media Awards

Media Awards • 29 submissions • 3 major awards

Media Workshop • Attended by 30 Dutch journalists

29 October: Papa’s Beach House, Hoofddorp

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PUBLICATIONS

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Publications

• A new Caribbean MICE Guide to be published later this year. • The new edition of the Caribbean Wedding & Honeymoon Guide to be printed in

early 2014.

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MEASURES OF SUCCESS 2014

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To increase positive awareness of the Caribbean tourism product in the UK and Europe in order to

position the region as the most desirable year round warm weather destination by 2017.

MISSION

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Measures of Success 2014 • Increase stakeholders support across UK &

Europe to facilitate participation in 30 trade and consumer events.

• Increase the network of tour operators selling the Caribbean by 10%.

• Increase subscribers to Caribbean Travel Guru by 50%.

• Grow UK Chapter membership to 95 members.

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Measures of Success 2014 • Increase social media interaction with the European

demographic by 40%.

• Generate trade and media business opportunities in 5 new and emerging markets.

• Generate 20 media programmes - building opportunities across Europe.

• Create 10 business opportunities for the Caribbean in the MICE market across UK & Europe.

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THANK YOU