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Strategic Communications Plan: Tourism

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J Millaway

Example strategic communication campaign for the development of a new tourism site/ cruise port.

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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 ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Situation analysis ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
SWOT ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Objectives ,[object Object],[object Object],[object Object],[object Object]
Strategies ,[object Object],[object Object],[object Object],[object Object]
Strategy 1: Positive awareness ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Example: Falmouth attractions The 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
Strategies ,[object Object],[object Object],[object Object],[object Object]
Strategy 2: Change perception ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategies ,[object Object],[object Object],[object Object],[object Object]
Strategy 3: Engage audiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategies ,[object Object],[object Object],[object Object],[object Object]
Strategy 4: Attract business ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Strategies ,[object Object],[object Object],[object Object],[object Object]
Key messages ,[object Object],[object Object],[object Object]
Target audiences and media Cruisers First time/repeat Locals Residents, businesses, government, NGOs Online community Cruise lines Entrepre-neurs ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Metrics ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Timeline ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Budget TOTAL $2,150,000 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
Desired outcomes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Questions?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Strategic Communications Plan: Tourism

  • 1. 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
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  • 8. Example: Falmouth attractions The 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
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  • 20. Budget TOTAL $2,150,000 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
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