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The Next Successful 6 Months

Visit to St. Augustine on September 27th to discuss the PR plan for the next 6 months.
by

Patricia Molina

on 27 September 2013

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Transcript of The Next Successful 6 Months

The Next Successful
months

September 27, 2013
The Task:
A strategic link between the discovery and the 450th anniversary of the founding of St. Augustine

The Offer
"The experience of 223 years as a 365 day / year resort destination”
Vive San Agustín
Mission Statement
Brand and market the destination globally as a premier leisure, convention and incentive destination; communicate the area’s assets and inherent benefits to consumers, meeting planners, the travel trade, media, local community and constituents; and facilitate the opportunity for partners to promote their individual businesses within that framework

The
Bauzá
Mission:


Identify the area's Hispanic value proposition
Connect the Hispanic relevance to the destination
Things to do:
Passive and Active
Intertwine local and external communications
Attract local and outside partners
Advertising, Digital, Social Media, Public Relations and Experiential
St. Augustine Strategy
Leisure travel trends moving in
St. Augustine's
favor
"Staycations"
were one quarter of the leisure travels
Car rental and hotel search is
up!!!
Short term land travel in the
upswing
Speak to Hispanic's cultural idiosyncrasies
Lead with the
Destination Experience
Build a plan around:
Uniqueness and variety of experience
Always presenting Hispanic atmosphere in written copy and visual aspect
Social Media reach is critical, both in Spanish and bilingual sites
Show target as
young
,
spirited
and
smart
Hispanics don't recognize age as a limiting factor to their customary lifestyle
Establish
family life
Create a balance between the thrill of
planning for a vacation
and the joy of
being in the destination
Use
PR
&
SM
to showcase happy vacationers
Build destination excitement
Showcase the experience
Hispanics' Attitudes Toward Leisure traveling
I like to take leisure trips to enjoy the finer (more expensive) things in life (54%)

I like to take trips that are packed with excitement and activity, with little down time (47%)

Our children have a lot of influence on our leisure trip decisions (39%)

I usually bring work with me on my leisure trip (26%)

I follow the latest trends (24%)
Source: US Travel Association / Y Partnership, travelhorizonsTM
The secret is in the details
Hispanic hotel users are significantly more interested in the following when traveling at leisure:
Who are we talking to?
According to Facebook Insights...
62% of our followers are female
53% (male/female) are between the ages of 35-54


Who are we talking to?
According to Facebook Insights...
City
Orlando
Miami
Jacksonville
St. Augustine
Kissimmee
Gainesville
Tampa
Atlanta, GA
San Juan, PR
Fort Lauderdale
Population
90
41
32
27
15
10
10
9
8
7

Taking content to the next level
Jump-start the planning process

Attract the audience to the destination

Become their right-hand personal planner

Position Mi Latino Spirit as the expert for Hispanic-focused vacations in St. Augustine
Taking content to the next level
Visual appeal
VCB photo bank
Photos taken from St. Augustine trip
Photo app allowing fans to submit photos for use

Knowledge is power
Deals & special offers - information to come from VCB
Content posted will be cohesive with the PR efforts for that particular month

The more, the merrier
Increase the usage of fan-generated content
Showcase photos, tips and recommendations

Travel Destination to Hotel and Bed & Breakfast Users
Hispanics
Generate an estimated 12% of all US hotel/B&B person-trips
9% of all hotel/B&B person-nights in 2010
Domestic travel spending $70.9 Billion
Although Hispanics travel all states in the U.S., their hotel trips tend to be concentrated in California, Texas and
Florida
- three states with the largest Hispanic population in the country
Where?
Getting the best
kick
out
of the message
Structure story based on
consumer priorities
Living Calendar with Hispanic Focus
Plan six month ahead: thrive for variety
Living calendar
A
third
of leisure travelers took a last minute trip

Moving Forward
Showcase St. Augustine as a year long destination

Focus on the experience of the visitor, from planning their trip to writing a review.

Engage with the audience throughout their entire St. Augustine experience.

Identify additional opportunities relevant to the Hispanic market.
Information extracted from TNS Travels America
Information extracted from TNS Travelers America
Information extracted from TNS Travelers America
Spanish Mercado
Full transcript