Historic Falmouth Cruise Port

Strategic Communication Plan

Prepared for: Royal Caribbean International & the Port Authority of Jamaica

Prepared by: ICP Communication

Irene Cheung ▪ Chi-Chi Millaway ▪ Peter Moran

Agenda• Situation analysis and SWOT• Objectives, strategies and tactics• Key messages• Target media and audiences• Metrics• Timeline• Budget• Desired outcomes

Situation analysis• Background

– Named for Sir William Trelawny– Capital of Trelawny Parish, Jamaica– The original port of Jamaica– Wealthy port

• Why Falmouth?– Large port– Among best-preserved Caribbean towns– Equidistant from Ocho Rios and Montego Bay

SWOT

Strengths-Robust cruise industry-RC’s strong industry reputation-First-ever historic themed cruise port-Home to Oasis of the Sea

Opportunities-Introduce cruisers to one-of-a-kind Jamaican experience-Revitalize and restore Falmouth-Boost local economy and infrastructure

Weaknesses-Delayed opening/lack of funding-Wavering community support-Potential lack of tourism-Perception: Dangerous Jamaican ports

Threats-Negative publicity-Misperception of port’s purpose-Environmental damage-Negative experiences-Lack of business interest-Competition

Objectives• Business objective

– Leverage partnership with Royal Caribbean Cruises and the Port Authority of Jamaica to create a profitable and sustainable cruise destination and local community

• Communication objective– Create awareness of the benefits of tourism and

business in Historic Falmouth

Strategies1- Generate positive awareness of Historic Falmouth

as a destination

2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents

3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project

4- Attract new businesses to Falmouth

Strategy 1: Positive awarenessTactics

• Highlight tourist attractions– Website, facebook, FAQs and Q&As

• Cruise promotion– Brochures and tours– Foursquare competition

• Emphasize that Falmouth is a safe town– Articles and maps

• Pitch Falmouth– Travel trades, consumer magazines and local and mainstream media

• Media monitoring

Example: Falmouth attractionsThe Caribbean’s finest antique collection will enchant you at Greenwood Great House

Shop at the Albert George center at historic Water Sq.

Take a romantic bamboo trip down the Martha Brae river

Marvel at the

natural phenome

-non of the

Luminous Lagoon

Strategies1- Generate positive awareness of Historic Falmouth

as a destination

2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents

3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project

4- Attract new businesses to Falmouth

Strategy 2: Change perceptionTactics

• Demonstrate that RC’s priority is to protect Historic Falmouth– Donate initial US $2 Million + 5% of annual bookings

• Build credibility through a partnership with Falmouth Heritage Renewal – Expert: Dr. James Parrent– Public meetings– 3-D rendering– Storytelling signs and outdoor exhibitions– Heritage Event

• Update the public on the renovations to historic Falmouth– Pitch partnership and renovations to local and mainstream media– Issue press releases– Post videos to a youtube channel– Hold a press conference on completion of renovations

Strategies1- Generate positive awareness of Historic Falmouth

as a destination

2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents

3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project

4- Attract new businesses to Falmouth

Strategy 3: Engage audiences

Tactics

• Address and engage stakeholders online– Social media

• Blogs, comments, online articles and reviews– Royal Caribbean and Jamaica Port Authority websites

• Address and engage stakeholders offline– Hold a series of town hall style meetings– Articles in trade and local publications– Conduct interviews with CEO or other spokespersons

Strategies1- Generate positive awareness of Historic Falmouth

as a destination

2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents

3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project

4- Attract new businesses to Falmouth

Strategy 4: Attract businessTactics

• Create and Communicate Business Incentives– Partner with local government, NGO’s and financial institutions– Host free training seminars for entrepreneurs and business-owners– Focus on and give priority to local industries and merchants– Pitch success stories and unique business opportunities to trades

• Create and Communicate Financial Incentives– Provide tax incentives – Provide financing opportunities– Provide free advertising

Strategies1- Generate positive awareness of Historic Falmouth

as a destination

2- Change the perception that Royal Caribbean is taking advantage of the Port Authority of Jamaica and Falmouth residents

3- Engage in two-way communication with target audiences about both the positive and negative aspects of the project

4- Attract new businesses to Falmouth

Key messages

1- Falmouth is the first-ever historic themed cruise port

2- Falmouth is an attractive and safe destination for tourists and businesses

3- The Historic Falmouth port will benefit local residents, revitalize the town and stimulate the economy

Target audiences and mediaCruisersFirst time/repeat

LocalsResidents, businesses, government, NGOs

Online community

Cruise lines

Entrepre-neurs

-John Maxwell at Jamaica Gleaner-Cassandra Brenton at Jamaica Observer-Mario James at Jamaica Star

-Falmouth Community Television

-Dr. Jim Parrent at Falmouth Heritage Renewal

Blogs:-Matt Hannafin at Frommer’s Cruise Blog-Anne Campbell at ShipCritic Blog-Linda Coffman at Cruise Diva Blog

Trade media:-Carolyn Brown at Cruise Critic-Olivind Mathisen at Cruise Industry News-David Chai at World Cruise Industry Review

Consumer media:-Andreas Lundgren at The Avid Cruiser-David Beers at CruiseMates-Dawn Gesualdi at Cruise Traveler Magazine

Trade media:-Charlotte Jensen at Entrepreneur Wandeka Gayle at Jamaica Business-Susan Rakowski at Small Business Opportunities

Mainstream media:-Brooke Barnes, writer for Travel Guides, at The New York Times-Gene Sloan, cruise writer, at USA Today

Metrics

Brand tracking via Echo Research- Survey audience awareness of brand- Focus groups regarding audience’s brand perception

Media monitoring via BurrellesLuce- Track share of voice, positive mentions- Number of articles/key messages published- Estimated audience

Monitor/track social media- Number of followers via Twitter or Facebook Lexicon- Unique visitors to website via TrendRR- Comments on blogs and websites via BackType

Track audience response- Booking comparison via competitive analysis- Audience perception via focus groups and surveys- Businessperson perception via number of investors

Timeline

Initial Activities

-Form partnership with Falmouth

Heritage Renewal

-Make initial $2 million donation

-Create business and financial

incentives

Ongoing Activities- Pitch Falmouth to local, consumer, trade and

mainstream media

-Highlight Falmouth attractions online, in media and onboard

-Complete historic renovations and restorations

-Address and engage stakeholder online and offline

-Communicate business and financial incentives

Grand Opening-Falmouth Musical Heritage

festival for Oasis’ 1st stop at port

Continuing Activities

-Evaluate initial PR activities and adjust messages & strategies as needed

-Media relations plan covering continued donations

Aug Sep Oct Nov Dec Jan Feb Mar Apr May

Budget

FHR donation $2,000,000 PR materials Events (grand opening, training) $10,000 Printed materials (signs, brochures, maps) $5,000 Digital design (website, rendering, social media) $5,000 Measurement Brand tracking $50,000 Media monitoring $50,000 Consumer tracking (focus groups, surveys) $30,000

TOTAL $2,150,000

Desired outcomes• Ranked in top five Caribbean cruise destinations within one year

• Meet or exceed commitment of 400,000 cruise visitors annually• Increase tourism to Falmouth by 50%

• Complete 50% of planned renovations by grand opening and 100% within the next two years

• 90% business occupancy by grand opening

• Have 100% of media contain key messages

Questions?

ICP Communication137 Park Ave.

New York, NY 10013

(212) 555-1234

Email:Irene@icpc.comChichi@icpc.comPeter@icpc.com