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Reports: How to Advertise Your Caribbean Destination
Objectives
Build business for two bi-coastal agencies targeting 32 Caribbean tourism authorities
Differentiate agencies as experts in building tourism
Strategy
Create a "How To" manual and distribute to government tourism officials and opinion leaders
Results
Finalists in two multi-million dollar reviews
Retained to train international marketing directors for Aruba
Table Of Contents
Introduction |
1 |
1. First Things First |
5 |
2. Your Secret Weapon |
6 |
3. Establish a Distinctive Identity with Creative Branding |
8 |
4. How to Determine Your Communications Budget |
12 |
5. Defining Your Communications Objectives and Strategies |
14 |
6. Targeting Your Audiences |
16 |
7. Opportunities in Segmented Audiences |
18 |
8. Where to Advertise |
25 |
9. Seductive Visuals |
28 |
10. Ten Rules for Copy that Sells |
28 |
11. Move Them to Action |
31 |
12. Fulfillment That Works |
32 |
13. The Technique Hoteliers Should Never Abandon |
34 |
14. Measuring Results |
36 |
15. Maximize Your Profits with Database Marketing |
37 |
16. Communicating with the Travel Trade |
39 |
17. Which Way to the Web? |
41 |
18. Four Secrets for Repeat Business |
44 |
19. Our Advice for Government Leaders |
45 |
20. Getting the Publicity You Want |
46 |
21. Give It Time |
47 |
22. Conclusion |
48 |
About the Authors |
49 |